How to build your social media strategy (+ survey results)
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How to build your social media strategy (+ survey results)
A presentation I gave on the research I did for my thesis regarding the development of social media strategies in the external organizational communication.
caipiemonteDear Rob, I'd like to recive a copy of your presentation, is it possible? My email caipiemonte@gmail.com Thanks in advance for your help! Cheers7 months ago
Marinos Voulgaris, Account Manager at OTEGreat Job done rob. Could you pls send me a copy of the presentation, because the topic really interests me. My e-mail is the following: marinos.voulgaris@gmail.com. Thanks in advance10 months ago
Gloria at Gloria Rob here In Chile Chilean wee us social media, but not meny new how to get more benefit with it, and I like to leern more of RED SOCIALES. There is meny thing to do in South Amercia.11 months ago
Social media strategy : what, why, howPresentation Transcript
social media: a presentation
•
who am I ?
some of the people who seem to find me
interesting…
really hope
YOU
do to
a social media
introduction
TV used to have people’s undivided attention
but the
landscape
has changed
information overload...?
we are not experiencing information
overload, we are experiencing ‘filter failure’.
- Clay Shirky
prior to the Internet, the
last technology that had
any real effect on the
way people sat down
and talked together was
THE TABLE..
there was no technological mediation for
group conversations.
- Clay Shirky
consumers now have
an enormous toolbox
at their disposal
to name a few …
a changed
environment
consumer in control
from to
a changed business model
the cause?
SOCIAL MEDIA
umbrella term
WHY need a
social media strategy
of people trust ads
trust consumer
recommendations
+250M active users on Facebook
makes it the 4th largest country
Country Population
China ~ 1.3 B
India ~ 1.2 B
US ~ 300 M
Facebook ~ 250 M
Indonesia ~240 M
Brazil ~190 M
Pakistan ~ 165 M
Bangledash ~ 162 M
Facebook: +699%
Twitter: +3712%
Blogger: +30%
LinkedIn: +69%
… and this is not the end
the wind of change
is blowin’ …
… like a hurricane
INFLUENCE 2.0
anyone + everyone
the world is your communications
department
the speed of word-of-mouth is now only
limited by how fast people can type (Cluetrain)
WOM > WOH
hype
(… everytime)
your brand is what your customers say it is.
- Charlene Li
micro-interactions:
building blocks of BRAND 2.0
you probably think
SO WHAT?
the conversation is happening, with or
without you.
- Holtz & Havens
people are talking about you:
some like you, some don’t.
6th organic
search result
for ‘comcast’!!
ignoring
social media
does not make
you invisible
the sad truth is..
NOBODY
CARES
ABOUT
YOU!
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
M-ECONOMY
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
If you talk to people the way
advertising talked to people,
they’d punch you in the face
(hugh macleod)
good marketing encourages the right of
conversation.
- Seth Godin
customer service is
the new marketing
this is not about
reinventing the wheel
what
should I do?
5-step model
listen facilitate participate collaborate evaluate
identifying
weak signals
what matters is who we are talking to …
not how many.
- Jeff Jarvis
1 9 90
??
it is not who is influential that counts but
who acts as a catalyst for conversation
– Keith O’Brien
It is not just the adoption of new tools, but
the adoption of new ways of working that is
prooving difficult.
organizational barriers
CULTURE!
34%
insufficient incentives
32% culture doesn’t encourage use
30% leadership doesn’t encourage use
the chronic
problem with
management
the higher up you get,
the more out of touch
with reality you become
metrics
2 in 3 companies
have no defined metrics
despite the lack of metrics
8 in 10 companies
measure internal
social media policy
81%
find it (very) important to
have a SM guideline …
social media policy
…but
3 in 4 companies
have no guideline in place!
importance social media
88%
believe social media marketing
will become more important
7 in 10
say social media will become a key communication tool with their
customers
1 in 2
say that companies that fail to embrace social media technologies will
be left behind
8 in 10
say social media have forced organizations to respond more quickly to
criticism
6 in 10
say social media are impacting organizational transparency
2009 social media budget
50%
increase
2%
decrease
(1 in 4 companies does not have a budget for social media)
budget vs economic situation
1 in 4 companies
say their budget increased
due to the economic climate
LAST BIT
OF ADVICE
burn down
business-as-usual
be remarkable
take risks
instead of
take care
protecting yesterday is the surest path to
never discovering tomorrow
- Umair Haque
failure is
just another
stepping stone
to greatness
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