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1<br />How To Make Social Media Work<br />Ciarán Norris, Head of Social Marketing, Mindshare<br />
The problem?<br />2<br />Daddy, why don’t you have a YouTube page?<br />Macinate on flickr<br />
Agenda<br />3<br /> How? Planning Strategy<br /> Who? Case Studies<br />
How?<br />
The answer<br />People<br />Objectives<br />Strategy<br />Technologies (Assets)<br />Forrester Methodology						waferboard...
People<br />6<br />
Objectives<br /> Monitoring<br /> Influencer Identification/Activation<br /> Amplify customer service<br /> Distribute con...
Strategy<br />Entering a dialogue changes a relationship<br />Have you planned the resources to manage this?<br />Do you h...
9<br />No reason to be positive: mining, not listening<br />
10<br />Simple incentives can be powerful<br />
Technology/Assets<br />Now we decide whether you need to be on Facebook/Twitter/YouTube/etc...<br />Assets need to encoura...
Measurement<br />12<br />Chefranden on flickr<br />
Why else does this matter?<br />Measurement<br />
14<br />Who?<br />fontplaydotcomon flickr<br />
Plenty Of B2B Examples…<br />15<br />
16<br />14,000 ideas generated by community<br />
COLOR OPTIONS<br />13.3-INCH DISPLAY COMPACT, BUT BIG ENOUGH TO FIT A FULL-SIZED KEYBOARD UNDERNEATH<br />BETTER BATTERY L...
But B2C Still More Creative…<br />18<br />
19<br />
20<br />
But B2C Still More Creative…<br />21<br />
Tagging Ikea<br />22<br />
Tagging Ikea<br />23<br />Tapping into existing consumer behaviours<br />
24<br />Over 68 million views<br />
25<br />Provide utility to enable engagement<br />
Conclusion<br />26<br />Don’t be scared – get involved<br />Think about who you want to talk to<br />Pick the tool for the...
Drop me a lineciaran.norris@mindshareworld.com<br />PSD on flickr<br />
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Ciaran Norris - How To Make Social Media Work

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Ciaran Norris - shares insights on how to make social media work with examples.

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  • Transcript of "Ciaran Norris - How To Make Social Media Work"

    1. 1. 1<br />How To Make Social Media Work<br />Ciarán Norris, Head of Social Marketing, Mindshare<br />
    2. 2. The problem?<br />2<br />Daddy, why don’t you have a YouTube page?<br />Macinate on flickr<br />
    3. 3. Agenda<br />3<br /> How? Planning Strategy<br /> Who? Case Studies<br />
    4. 4. How?<br />
    5. 5. The answer<br />People<br />Objectives<br />Strategy<br />Technologies (Assets)<br />Forrester Methodology waferboard on flickr<br />5<br />
    6. 6. People<br />6<br />
    7. 7. Objectives<br /> Monitoring<br /> Influencer Identification/Activation<br /> Amplify customer service<br /> Distribute content<br /> Generate positive PR/Manage reputation<br /> Boost SEO<br /> Drive sales<br />7<br />
    8. 8. Strategy<br />Entering a dialogue changes a relationship<br />Have you planned the resources to manage this?<br />Do you have the right ‘choice architecture’ to handle this?<br />8<br />
    9. 9. 9<br />No reason to be positive: mining, not listening<br />
    10. 10. 10<br />Simple incentives can be powerful<br />
    11. 11. Technology/Assets<br />Now we decide whether you need to be on Facebook/Twitter/YouTube/etc...<br />Assets need to encourage socialisation & be shareable<br />11<br />
    12. 12. Measurement<br />12<br />Chefranden on flickr<br />
    13. 13. Why else does this matter?<br />Measurement<br />
    14. 14. 14<br />Who?<br />fontplaydotcomon flickr<br />
    15. 15. Plenty Of B2B Examples…<br />15<br />
    16. 16. 16<br />14,000 ideas generated by community<br />
    17. 17. COLOR OPTIONS<br />13.3-INCH DISPLAY COMPACT, BUT BIG ENOUGH TO FIT A FULL-SIZED KEYBOARD UNDERNEATH<br />BETTER BATTERY LIFE<br />UP TO 19 HOURS ON A SINGLE CHARGE<br />eSATA PORT <br />LETS USERS CONNECT EXTERNAL HARD DRIVES AT FAST SPEEDS <br />FINGERPRINT READER<br />EXTRA SECURITY APPEASES JITTERY MANAGERS<br />BACKLIT KEYBOARD<br />FOR WORKING IN THE DARK<br />Like This One...<br />
    18. 18. But B2C Still More Creative…<br />18<br />
    19. 19. 19<br />
    20. 20. 20<br />
    21. 21. But B2C Still More Creative…<br />21<br />
    22. 22. Tagging Ikea<br />22<br />
    23. 23. Tagging Ikea<br />23<br />Tapping into existing consumer behaviours<br />
    24. 24. 24<br />Over 68 million views<br />
    25. 25. 25<br />Provide utility to enable engagement<br />
    26. 26. Conclusion<br />26<br />Don’t be scared – get involved<br />Think about who you want to talk to<br />Pick the tool for the job, not the job for the tool<br />Think about making media social, not just social media<br />Have fun!<br />
    27. 27. Drop me a lineciaran.norris@mindshareworld.com<br />PSD on flickr<br />
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