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How to succeed with social communication
From social media to social business. Trends and Inspiration.
Oslo, 11/12/2013
Ch...
RELEVANCE
@chrisbros
This is reality!

@chrisbros
@chrisbros
The worlds ”first”
purely mobile bank
70% of Generation Y will
choose mobile banking
‘first’ by 2015, not Internet
banking or visiting a branch

Kilde: Gartner ...
@chrisbros
It’s all about context!

@chrisbros
Who do we compete with
for people's attention?

@chrisbros
@SaraBeautyCorner Channel - One of the fastest Growing Norwegian YouTube channel
@chrisbros
Is it possible to make emotional
connections in the digital world?

@chrisbros
1 in 5 couples meet online
Kilde: Brett King

@chrisbros
1 in 4 divorces are
blamed on Facebook
Kilde: Brett King
So what about the
#-generation?

@chrisbros
@chrisbros
@chrisbros
Trust is the new currency
How can companies gain trust
in a world of digital media?

@chrisbros
http://froggey.files.wordpress.com/2008/07/lightning...
@chrisbros
To be open about your flaws and mistakes will
only make you more awesome as a brand

Pizza chain Domino’s: Times Square’s ...
@chrisbros
@chrisbros
http://yourquestions.mcdonalds.ca
DO IT WITH
HUMOUR!

BODYFORM !
!

A video response to a customer on Facebook
@chrisbros
Who does the consumer trust?

92% trust recommendations
from friends and family
(+ 18% from 2007)

Online consumer
reviews...
@chrisbros

Kilder: Nielsen, April 2012 og http://zocalogroup.com/
4

@chrisbros
But two things first…

@chrisbros
Look outside your own
industry to get inspired
@chrisbros
Future heroes: Data analysts and storytellers
1. Customer Service First

@chrisbros
CUSTOMER SERVICE
IS THE NEW MARKETING

Side 35
Our goals for the digital
communication
To be thought of
To be desired
Which company do you rate
best for customer service?

@chrisbros
The Zappos team is given complete
freedom to do whatever they think is
necessary to create a PEC (personal
emotional conne...
“We try to see every touch
point with the customer as an
opportunity to help”.
Carrie Whitehead, product strategy and user...
”People will forget what you said, people
will forget what you did, but people will
never forget how you made them feel”.
...
2. To innovate with your
customers

@chrisbros
Today: Idea blog

www.pengeroglivet.no

Anno 2006
@chrisbros
3. Think like a media company

@chrisbros
Fast! Fast! Fast! News in a second

@chrisbros
@chrisbros
640x640 piksler - Your video can be 3-15 seconds long.
640x640 piksler - Your video can be 3-15 seconds long.
Social stream

@chrisbros
@chrisbros
@chrisbros
Real-Time
Communication
Process, flow, shift,
continuous and relevant
It’s an on-going newsroom,
not an advertising campai...
4. Be visual

@chrisbros
• 
• 
• 
• 

Over 6 billion hours of video are watched each month
100 hours of video are uploaded every minute
40% of YouT...
YouTube is big among youngsters
(18-34 ) – monthly reach

00%
92%

90%

80%

70%

74%
69%
65%

65%

60%

50%
42%

40%

44%...
Get out! Photo Michael
Christopher Brown/Time

— Hurricane Sandy was the largest event ever
documented by cell phones, sai...
@chrisbros
@chrisbros
@chrisbros
Thanks for your time!
christian.brosstad@sparebank1.no
http://twitter.com/chrisbros
http://christianbrosstad.com
http://pe...
How to succeed with social communication. From social media to social business. Trends and Inspiration.
How to succeed with social communication. From social media to social business. Trends and Inspiration.
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How to succeed with social communication. From social media to social business. Trends and Inspiration.

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My presentation from IBMs Nobel Peace Price event in Oslo - 11th of December 2013.

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Transcript of "How to succeed with social communication. From social media to social business. Trends and Inspiration."

  1. 1. How to succeed with social communication From social media to social business. Trends and Inspiration. Oslo, 11/12/2013 Christian Brosstad, Director of Communication and Head of Social Media @chrisbros – tlf +47 970 80 686
  2. 2. RELEVANCE @chrisbros
  3. 3. This is reality! @chrisbros
  4. 4. @chrisbros
  5. 5. The worlds ”first” purely mobile bank
  6. 6. 70% of Generation Y will choose mobile banking ‘first’ by 2015, not Internet banking or visiting a branch Kilde: Gartner og Brett King
  7. 7. @chrisbros
  8. 8. It’s all about context! @chrisbros
  9. 9. Who do we compete with for people's attention? @chrisbros
  10. 10. @SaraBeautyCorner Channel - One of the fastest Growing Norwegian YouTube channel
  11. 11. @chrisbros
  12. 12. Is it possible to make emotional connections in the digital world? @chrisbros
  13. 13. 1 in 5 couples meet online Kilde: Brett King @chrisbros
  14. 14. 1 in 4 divorces are blamed on Facebook Kilde: Brett King
  15. 15. So what about the #-generation? @chrisbros
  16. 16. @chrisbros
  17. 17. @chrisbros
  18. 18. Trust is the new currency
  19. 19. How can companies gain trust in a world of digital media? @chrisbros http://froggey.files.wordpress.com/2008/07/lightning-storm-6-23-08.jpg
  20. 20. @chrisbros
  21. 21. To be open about your flaws and mistakes will only make you more awesome as a brand Pizza chain Domino’s: Times Square’s live feedback from Twitter
  22. 22. @chrisbros
  23. 23. @chrisbros
  24. 24. http://yourquestions.mcdonalds.ca
  25. 25. DO IT WITH HUMOUR! BODYFORM ! ! A video response to a customer on Facebook
  26. 26. @chrisbros
  27. 27. Who does the consumer trust? 92% trust recommendations from friends and family (+ 18% from 2007) Online consumer reviews are the second most trusted source of brand information with a 70% trust rating (+ 15% from 2008) Television ads were trusted by only 47% (- 24% from 2009) Kilder: Nielsen, April 2012 og http://zocalogroup.com/
  28. 28. @chrisbros Kilder: Nielsen, April 2012 og http://zocalogroup.com/
  29. 29. 4 @chrisbros
  30. 30. But two things first… @chrisbros
  31. 31. Look outside your own industry to get inspired @chrisbros
  32. 32. Future heroes: Data analysts and storytellers
  33. 33. 1. Customer Service First @chrisbros
  34. 34. CUSTOMER SERVICE IS THE NEW MARKETING Side 35
  35. 35. Our goals for the digital communication To be thought of To be desired
  36. 36. Which company do you rate best for customer service? @chrisbros
  37. 37. The Zappos team is given complete freedom to do whatever they think is necessary to create a PEC (personal emotional connection) with every customer.
  38. 38. “We try to see every touch point with the customer as an opportunity to help”. Carrie Whitehead, product strategy and user experience manager at Zappos Labs @chrisbros
  39. 39. ”People will forget what you said, people will forget what you did, but people will never forget how you made them feel”. Maya Angelou @chrisbros
  40. 40. 2. To innovate with your customers @chrisbros
  41. 41. Today: Idea blog www.pengeroglivet.no Anno 2006
  42. 42. @chrisbros
  43. 43. 3. Think like a media company @chrisbros
  44. 44. Fast! Fast! Fast! News in a second @chrisbros
  45. 45. @chrisbros
  46. 46. 640x640 piksler - Your video can be 3-15 seconds long.
  47. 47. 640x640 piksler - Your video can be 3-15 seconds long.
  48. 48. Social stream @chrisbros
  49. 49. @chrisbros
  50. 50. @chrisbros
  51. 51. Real-Time Communication Process, flow, shift, continuous and relevant It’s an on-going newsroom, not an advertising campaign Creating Youtility Customer Service first Innovation through listening Creativity through passion To enable your best fans to tell your brand’s story Kilde: http://www.convinceandconvert.com
  52. 52. 4. Be visual @chrisbros
  53. 53. •  •  •  •  Over 6 billion hours of video are watched each month 100 hours of video are uploaded every minute 40% of YouTube’s views are on mobiles Who’s on YouTube? Aged between 18 and 54 @chrisbros
  54. 54. YouTube is big among youngsters (18-34 ) – monthly reach 00% 92% 90% 80% 70% 74% 69% 65% 65% 60% 50% 42% 40% 44% 39% 45% 38% 30% 20% 10% 0% Kilde: YouGov og Youtube @chrisbros
  55. 55. Get out! Photo Michael Christopher Brown/Time — Hurricane Sandy was the largest event ever documented by cell phones, said Kevin Systrom, CEO of Instagram. @chrisbros
  56. 56. @chrisbros
  57. 57. @chrisbros
  58. 58. @chrisbros
  59. 59. Thanks for your time! christian.brosstad@sparebank1.no http://twitter.com/chrisbros http://christianbrosstad.com http://pengeroglivet.blogs.com

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