Social media! are you ready?

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Unterstand social media and setting the right strategy

Unterstand social media and setting the right strategy

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  • 1. What about?• Some facts• Social network and online community• Why building social networking• Social Ladder Members type• Success Factors• Strategy Fit• Examples
  • 2. Some Facts Michael McKayis our social media championHe started the Social Media educationfor the Club, the blog and wiki.
  • 3. Some Facts• 110 millions (60% of online population) use SNS at least monthly in the US. (source: Anderson Analytics Survey for Social Network conducted in June 2009). 70% of Canadian online population use Social network.• U.S. advertisers will spend $1.3 B n 2009 to $3.1 B in 2013 in social media ads. An increase of 238% in 4 years which is about 60% per year. (survey:2008,n=3092)• The Ontario Public Service in Second Life (http://www.youtube.com/watch?v=xRc8vQncFGo)
  • 4. The Change(Source: Socialmedia.com)
  • 5. Social Media UsersUser can be a member of many SNSunlike many others products and services
  • 6. Example: Barack2.0
  • 7. Example: WIND
  • 8. Complete Innovation TriangleInnovation required goodinteraction between thestakeholders Innovator/Organization interaction
  • 9. Social Network and Online community Social Network Online Community• Has an Organizational Structure • Has an Organizational Structure focused around an individual user‟s focused around a shared purpose one-to-one relation rather the one-to-one relationships• Has weak secondary connections • Has strong, predictable secondary between members relationships among members• Allows its users to be members of • Is distinct from other communities many communities in the network at because of differences in purpose, the same time policies, and computing environment.• Is good to share activities • Is good for activities requiring sharing• Is less effective at activities requiring and cooperating cooperation and collective action • Is effective at providing the• Makes it easier for users to build framework for activities requiring communities collective action • Should not be confuses with “adhocracies”, “discussion groups”, “forums” or “lists” (Source: Design to Thrive – Tharon W. Howard)
  • 10. Why building Social Network?• Enhancing and sustaining your “intellectual Capital”• Increasing creativity across-fertilization• Improving decision-making processes with “epistemic communities”• Preserving institutional knowledge• Providing a higher quality interaction with your organization• Improve retention and loyalty• Reducing training and support cost• Identifying customer needs and new product opportunities• Reducing travel costs and addressing problems “just in time”• Flattening organization hierarchies (Source: Design to Thrive – Tharon W. Howard)
  • 11. Community Members Ladder • Creator • Critic • Collector • Joiner • Spectator • Inactive (Source: Groundswell– Charlene Li and Josh Bernoff)
  • 12. Success Factors • Remuneration • Influence • Belonging • Significance (Source: Design to Thrive – Tharon W. Howard)
  • 13. Remuneration “People need to believe that they will obtain somepositive return on the investment of their time and energy inorder to be attracted to participation in an online community”
  • 14. Influence “How do you help individual members feelthey are in control or have influence over their environmentand yet still achieve a balance between meeting the needs ofindividual on one hand and protecting the goals of thecommunity on the other?”
  • 15. Belonging “Belonging is a sense of one‟s „Socialpresence‟ in a community, it‟s a feeling or awareness of sharedbonds a member has with others in the group”
  • 16. Significance “How to make your members feel thatparticipating in your system is not only remunerated but alsoimportant”
  • 17. The Diamond-E Framework Organization level Management PreferencesOrganization Strategy Environment Resources Focus the Environment Forecast Analysis performance Test the strategic Rank Against environment fit Other Proposals
  • 18. Strategy Components Community level• Define People.• Define your Objectives.• Define interaction between Peoples to realise objectives.• Define the Media and Technology Media Objectives (Technology) used by people to realise objectives.
  • 19. CII Organization/Community level Control – Interaction - Indicators Interaction• How much control you want Control keep/give?• How your organization will Indicators interact in the system?• How you motivate “people” to use your system?• Define your indicators and success factors
  • 20. Barack2.0: Social Media lessons for Business • Connect • Engage • Communicate • Be consistent in your message • Be specific and concrete in your examples • Have a positive message • Defend yourself • Use media • Act quickly
  • 21. WIND Change provider/customer relation • Connect • Engage • Communicate • ActWIND creates its basecustomers from the errors ofothers:• Long contracts(3 years)• Extra fees: activation,911, services...• Customer loses freedom- Listen to customers andcreate the right service forthem
  • 22. E & I Club Communitywww.eiclub.ca/ei-net