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TeliaSonera

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  • 1. Building customer relations with social media TeliaSonera 2008-11-28 Annika Lidne www.disruptivemedia.se
  • 2. http://www.youtube.com/watch?v=D3qltEtl7H8
  • 3. Values guide our decisions, and our future. www.disruptivemedia.se
  • 4. Digital immigrants ‣ Not born in this world ‣ Fascinated with the new ‣ Might learn the language ‣ Might learn the culture ‣ Remembers “the old country” ‣ Nomadic ‣ Explorers ‣ Thirsts for experiences Källa: Niclas Strandh / Researcher.se www.disruptivemedia.se
  • 5. ”Mum? Which were your favourite sites when you were a kid?” www.disruptivemedia.se
  • 6. Digital natives ‣ This is everyday stuff ‣ Technology doesn’t fascinate ‣ Focused on usefulness ‣ It’s always been this way ‣ Language & culture are natural ‣ Natives ‣ Critical ‣ Expects the best Source: Niclas Strandh / Researcher.se www.disruptivemedia.se
  • 7. digital immigrants VS. digital natives non-assimilated assimilated The choice to assimilate in a No choice is necessary. digital world is guided by the Everything is self-evident. incitament: what’s the use? Source: Niclas Strandh / Researcher.se www.disruptivemedia.se
  • 8. VALUES Analogue values Digital values control transparency collective individual tribe based on lowest common opinions and determinator values Source: Niclas Strandh / Researcher.se www.disruptivemedia.se
  • 9. Digital immigrants Analogue values ‣ Negative towards digital progress ‣ Seeks lowest common determinator in the local ‣ Digital - a necessary evil Source: Niclas Strandh / Researcher.se www.disruptivemedia.se
  • 10. analogue values ‣ Negative towards digital progress ‣ Seeks lowest common determinator in the local ‣ Digital - a necessary evil digital digital immigrants natives digital values Source: Niclas Strandh / Researcher.se www.disruptivemedia.se
  • 11. Digital immigrants Digital values ‣ Postive towards digital progress ‣ It’s “new”! ‣ Seeks likeminded regardless of location = tribes ‣ Are facinated with new technology and loves to try new things Source: Niclas Strandh / Researcher.se www.disruptivemedia.se
  • 12. analogue values ‣ Negative towards digital progress ‣ Seeks lowest common determinator in the local ‣ Digital - a necessary evil digital digital immigrants natives ‣ Postive towards digital progress ‣ It’s “new”! ‣ Seeks likeminded people regardless of location = tribes ‣ Are fascinated with new technology digital values Source: Niclas Strandh / Researcher.se www.disruptivemedia.se
  • 13. Digital natives Analogue values ‣ Uninterested in digital life - have other interests. ‣ Use social media some times but just as likely “analogue” ‣ Will use digital media when it’s useful. Source: Niclas Strandh / Researcher.se www.disruptivemedia.se
  • 14. analogue values ‣ Negative towards digital ‣ Uninterested in digital life - have progress other interests. ‣ Use social media some times ‣ Seeks lowest common but just as likely “analogue” determinator in the local ‣ Will use digital media when it’s ‣ Digital - a necessary evil useful. digital digital immigrants natives ‣ Postive towards digital progress ‣ It’s “new”! ‣ Seeks likeminded people regardless of location = tribes ‣ Are fascinated with new technology digital values Source: Niclas Strandh / Researcher.se www.disruptivemedia.se
  • 15. Digital natives Digital values ‣ Positive towards a digital life ‣ Experienced & moderately curious of new channels ‣ Life is relations - independent of channel Source: Niclas Strandh / Researcher.se www.disruptivemedia.se
  • 16. analogue values ‣ Negative towards digital ‣ Uninterested in digital life - have progress other interests. ‣ Use social media some times ‣ Seeks lowest common but just as likely “analogue” determinator in the local ‣ Will use digital media when it’s ‣ Digital - a necessary evil useful. digital digital immigrants natives ‣ Postive towards digital ‣ Positive towards a digital progress life ‣ It’s “new”! ‣ Experienced & moderately curious of new ‣ Seeks likeminded people channels regardless of location = tribes ‣ Life is relations - independent of channel ‣ Are fascinated with new technology digital values Source: Niclas Strandh / Researcher.se www.disruptivemedia.se
  • 17. analogue values ‣ Control What about ‣ Manipulation businesses? ‣ Ownership digital digital immigrants natives ‣ Transparency ‣ Openness ‣ Generosity digital values Source: Niclas Strandh / Researcher.se www.disruptivemedia.se
  • 18. http://www.youtube.com/watch?v=kvrkLMUiYqM
  • 19. ‣ Best selling “secure” lock in Sweden ‣ On YouTube since January 2008 ‣ 141,619 views on YouTube ‣ Company aware but silent while working on fix ‣ Current news show breaks news in late October ‣ Scandal a fact www.disruptivemedia.se
  • 20. What is social media? www.disruptivemedia.se
  • 21. “All forms of communication where the users publish the content.” Wikipedia www.disruptivemedia.se
  • 22. “Social media is a democratization of the content and understanding of the role people play in the process of not only consuming and spreading information , but also in how we share and create content for others to participate in. It is a radical change from a mass communication model to a many-to-many model that have its root in the conversation between author and audience.” Wikipedia www.disruptivemedia.se
  • 23. revolution www.disruptivemedia.se
  • 24. WE ARE MEDIA HOT Consumer control & engagement many-to-many MY MEDIA one-to-one NICHE MEDIA SOCIAL MEDIA on-to-a few TRAD. MEDIA PERSONAL one-to-many MEDIA SEGMENTED MEDIA MASS MEDIA FREEZING www.disruptivemedia.se
  • 25. A few types of social media... ‣ Blogs ‣ Lifestreams / microblogs ‣ Wikis ‣ Sharing sites ‣ Podcasts / videoblogs ‣ Social networks ‣ Forums ‣ Virtual worlds ‣ Mash-ups www.disruptivemedia.se
  • 26. http://www.youtube.com/watch?v=6a_KF7TYKVc
  • 27. The social media messaging revolution www.disruptivemedia.se
  • 28. www.disruptivemedia.se
  • 29. www.disruptivemedia.se
  • 30. www.disruptivemedia.se
  • 31. www.disruptivemedia.se
  • 32. www.disruptivemedia.se
  • 33. www.disruptivemedia.se
  • 34. Search Engine Optimization in 5 minutes www.disruptivemedia.se
  • 35. 1 Search engines must understand your content <h1>Headline</h1> = correct html code <p>Paragraph</p> <ul> <li>List</li> </ul> www.disruptivemedia.se
  • 36. 2 ‣ NO Flash sites ‣ NO frames ‣ NO javascript in navigation www.disruptivemedia.se
  • 37. 3 Search engines likes sites built with web standards www.disruptivemedia.se
  • 38. www.disruptivemedia.se
  • 39. www.disruptivemedia.se
  • 40. 4 Search engines loves sites with fresh, often updated content. www.disruptivemedia.se
  • 41. 5 Content must be focused, niched & based on a keyword strategy www.disruptivemedia.se
  • 42. 6 Search engines rates incoming authoritative links www.disruptivemedia.se
  • 43. 7 a good article ...but outbound ... our partner, links are also who ... important We work with ❖ Boverket ❖ DN ❖ Ericsson ...as a courtesy ❖ Electrolux www.disruptivemedia.se
  • 44. Conclusion Create useful, relevant content 8 that people want to consume – and let them know it’s there. Create relationships with the audience and build trust. marketing lingo is seldom helpful www.disruptivemedia.se
  • 45. moment of truth... www.disruptivemedia.se
  • 46. Corporate site Blog Semantic coding no yes SEO friendly navigation no yes Web standards no yes Often updated content no yes Niched, focused content sometimes usually Authoritative inbound links rarely often Outbound links rarely oh yes! Builds relations with audience rarely definitely www.disruptivemedia.se
  • 47. strategies to use social media to effectively support existing business functions www.disruptivemedia.se
  • 48. LISTEN You can now continously monitor your customers conversations with each other, instead of sporadic surveys and focus groups. www.disruptivemedia.se
  • 49. PARTICIPATE You can now participate and stimulate the dialogues your customers have with one another, not only create an outbound monologue. www.disruptivemedia.se
  • 50. ENGAGE You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth. www.disruptivemedia.se
  • 51. SUPPORT You can now help customers help each other. www.disruptivemedia.se
  • 52. DEVELOPMENT You can now help your clients to work together to develop ideas that improves your products and services. www.disruptivemedia.se
  • 53. Social media is NOT ‣ mass media ‣ one way communication ‣ lowest common determinator ‣ “professional” and impersonal ‣ finished when the campaign is done www.disruptivemedia.se
  • 54. Social media DEMANDS ‣ engagement ‣ continuous activity ‣ dialogue ‣ personality ‣ building a following www.disruptivemedia.se
  • 55. If you want ‣ control ‣ no difficult questions ‣ run things as you’ve always done advertise online www.disruptivemedia.se
  • 56. If you want to ‣ have a real conversation with the world around you ‣ turn customers and employees into fans ‣ earn their trust ‣ future-proof your business engage in social media www.disruptivemedia.se
  • 57. http://www.youtube.com/watch?v=knQKdhGmL8s
  • 58. Annika Lidne CEO / senior advisor mobile: 070 435 05 45 e-mail: annika@disruptivemedia.se skype: annikalidne twitter/jaiku: annika www: www.disruptivemedia.se slides: www.slideshare.net/AnnikaLidne www.disruptivemedia.se