Social media strategy : what, why, how

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How to build your social media strategy (+ survey results) …

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.

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  • 1. social media: a presentation
  • 2. • who am I ?
  • 3. some of the people who seem to find me interesting…
  • 4. really hope YOU do to
  • 5. a social media introduction
  • 6. TV used to have people’s undivided attention
  • 7. but the landscape has changed
  • 8. information overload...?
  • 9. we are not experiencing information overload, we are experiencing ‘filter failure’. - Clay Shirky
  • 10. prior to the Internet, the last technology that had any real effect on the way people sat down and talked together was THE TABLE..
  • 11. there was no technological mediation for group conversations. - Clay Shirky
  • 12. consumers now have an enormous toolbox at their disposal
  • 13. to name a few …
  • 14. a changed environment
  • 15. consumer in control
  • 16. from to a changed business model
  • 17. the cause? SOCIAL MEDIA
  • 18. umbrella term
  • 19. WHY need a social media strategy
  • 20. of people trust ads
  • 21. trust consumer recommendations
  • 22. +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
  • 23. Facebook: +699% Twitter: +3712% Blogger: +30% LinkedIn: +69% … and this is not the end
  • 24. the wind of change is blowin’ … … like a hurricane
  • 25. INFLUENCE 2.0 anyone + everyone
  • 26. the world is your communications department
  • 27. the speed of word-of-mouth is now only limited by how fast people can type (Cluetrain)
  • 28. WOM > WOH hype (… everytime)
  • 29. your brand is what your customers say it is. - Charlene Li
  • 30. micro-interactions: building blocks of BRAND 2.0
  • 31. you probably think SO WHAT?
  • 32. the conversation is happening, with or without you. - Holtz & Havens
  • 33. people are talking about you: some like you, some don’t.
  • 34. 6th organic search result for ‘comcast’!!
  • 35. ignoring social media does not make you invisible
  • 36. the sad truth is.. NOBODY CARES ABOUT YOU!
  • 37. 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
  • 38. If you talk to people the way advertising talked to people, they’d punch you in the face (hugh macleod)
  • 39. good marketing encourages the right of conversation. - Seth Godin
  • 40. customer service is the new marketing
  • 41. this is not about reinventing the wheel
  • 42. what should I do?
  • 43. 5-step model listen facilitate participate collaborate evaluate
  • 44. identifying weak signals
  • 45. what matters is who we are talking to … not how many. - Jeff Jarvis
  • 46. 1 9 90 ??
  • 47. it is not who is influential that counts but who acts as a catalyst for conversation – Keith O’Brien
  • 48. your target engage your evangelists
  • 49. SOME KEY #PRINCIPLES
  • 50. transparency
  • 51. authenticity
  • 52. trust
  • 53. SIMPLY SAID
  • 54. don’t be an island
  • 55. participate not dictate
  • 56. always add VALUE! Keywords: transparency, authenticity, trust
  • 57. nobody expects you to be perfect
  • 58. concentrate on relationships not technology
  • 59. conversation = (content is just something we talk about …)
  • 60. but let’s not forget
  • 61. set goals !
  • 62. set metrics
  • 63. if you don't know what your strategy is you can't figure out measurable objectives.
  • 64. if you can't figure out your measurable objectives you can't figure out what tools you need.
  • 65. people on the search of gold
  • 66. ROI = … return on interaction ! return on insight !
  • 67. it is the communication on the line that creates value
  • 68. CULTURAL SHIFT needed
  • 69. companies need to be willing to trade control for conversation
  • 70. break down the wall
  • 71. • survey results
  • 72. term ‘social media’… very familiar 62,10% quite familiar 25,30% somewhat familiar 5,80% not very familiar 4,30% not at all familiar 2,50%
  • 73. most knowledgeable… 88,1% social network 81,7% online video 80,6% wiki
  • 74. least knowledgeable… 47,2% virtual worlds 46,3% social bookmarking 40,3% microblog
  • 75. tools used in campaign social network 67,4% online video 55,1% blog 51,1% podcast 24,7% bookmarking 22,5% virtual world 15%
  • 76. duration professional use 45% less than 1 year 20% more than 2 years
  • 77. available personnel full-time 18,5% part-time 28,3% none 47,8% external 5,5% support
  • 78. who should be responsible?
  • 79. responsible 48% marketing 16% cross-functional group
  • 80. you can not leave the conversation to marketing …
  • 81. involve all departments
  • 82. BUT .. try to make it everyone’s job and it becomes no one’s job!
  • 83. reasons driving adoption communication with potential customers 56,7% maximize campaign effectiveness 46,6% active feedback 41,8% consumer insight 40,4% better respond to customer needs 35,4%
  • 84. perceived benefits 65% relationship building 51% direct communication 39% low cost
  • 85. adoption barriers FEAR! 72% uncontrollable nature 53% brand/reputation risk 51%unproven technology
  • 86. It is not just the adoption of new tools, but the adoption of new ways of working that is prooving difficult.
  • 87. organizational barriers CULTURE! 34% insufficient incentives 32% culture doesn’t encourage use 30% leadership doesn’t encourage use
  • 88. the chronic problem with management
  • 89. the higher up you get, the more out of touch with reality you become
  • 90. metrics 2 in 3 companies have no defined metrics
  • 91. despite the lack of metrics 8 in 10 companies measure internal
  • 92. social media policy 81% find it (very) important to have a SM guideline …
  • 93. social media policy …but 3 in 4 companies have no guideline in place!
  • 94. importance social media 88% believe social media marketing will become more important
  • 95. 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
  • 96. 2009 social media budget 50% increase 2% decrease (1 in 4 companies does not have a budget for social media)
  • 97. budget vs economic situation 1 in 4 companies say their budget increased due to the economic climate
  • 98. LAST BIT OF ADVICE
  • 99. burn down business-as-usual
  • 100. be remarkable
  • 101. take risks instead of take care
  • 102. protecting yesterday is the surest path to never discovering tomorrow - Umair Haque
  • 103. failure is just another stepping stone to greatness
  • 104. change is never linear
  • 105. long term thinking
  • 106. BUT remember: social media is not the holy grail…
  • 107. the road may be long … but is well worth it!
  • 108. NK Y OU ! THA
  • 109. linkedin.com/in/advertisinggenius friendfeed.com/adgenius