Web Management Round Table
How to get most bang for the buck with Social media
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Online communication
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Online communication
Portal
Video
s
SEARCH
Social Photo
networks
Blogs
Wiki
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Your brand is being discussed
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Are you listening?
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Trust in different sources
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New influences
http://www.universalmccann.com/Assets/strangers_reportLR_20080924101433.pdf
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Potential of social media
1. Crowdsourcing
2. Branding
3. Customer care
4. Thought leadership
5. Creating relationships
6. Spreading content
7. Monitoring spread of news, promotions and campaigns
8. Damage control
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1. Crowdsourcing
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2. Branding
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3. Customer care
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4. Thought leadership
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5. Creating relationships
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6. Spreading content
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7. Monitoring spread of news and
campaigns
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8. Damage Control
How Google destroyed $1 billion of United Airlines
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One not to do
Nine to dos
1. Be smart 1. Overreact
2. Strategy and policy
3. Recycling
4. Shareable content
5. Synergi effects
6. Think about the value
7. Become a thought leader
8. Activate your customers
9. Activate your employees
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1. Be smart
Don’t build a whole island in Second Life the first thing you do.
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2. Strategy and policy
Have a clear strategy and policies for handling conversations
in social media.
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3. Recycling
Use your existing material, videos, images, presentations to
share on social media.
 Corporate videos
 Commercial videos
 Seminar presentations
 Product images
 Trade fair photos
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4. Shareable content
Make sure the content on your website is possible to share.
Widgets can be embedded on other websites and blogs.
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5. Synergi effects
Complement your offline activities and campaigns with online
activities in social media.
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6. Think about the value
Provide some kind of value, how-to instruction videos,
educational presentations, material that can be re-used under
Creative Commons licens.
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7. Become a thought leader
Be an expert in your field and on your products.
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8. Activate your customers and
stakeholders
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9. Activate your employees
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1. Do not - overreact
California Costal Records Project
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Advertising vs social media
Full page color ad in Medium size banner ad EA Sports Tiger Woods
Dagens Nyheter on www.e24.se ”Jesus Shot” on YouTube
344 000 printed papers 500 000 impressions 2 700 000 views so far
26 000 euro / 1 day 10 000 euro / 1 week Free / Forever
BONUS: The visitors searched
actively for this video
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