Ciaran Norris - How To Make Social Media Work

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How To Make Social Media Work
Ciarán Norris, Head of Social Marketing, Mindshare

The problem?
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Daddy, why don’t you have a YouTube page?
Macinate on flickr

Agenda
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How? Planning Strategy
Who? Case Studies

The answer
People
Objectives
Strategy
Technologies (Assets)
Forrester Methodology waferboard on flickr
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People
6

Objectives
Monitoring
Influencer Identification/Activation
Amplify customer service
Distribute content
Generate positive PR/Manage reputation
Boost SEO
Drive sales
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Strategy
Entering a dialogue changes a relationship
Have you planned the resources to manage this?
Do you have the right ‘choice architecture’ to handle this?
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No reason to be positive: mining, not listening

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Simple incentives can be powerful

Technology/Assets
Now we decide whether you need to be on Facebook/Twitter/YouTube/etc...
Assets need to encourage socialisation & be shareable
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Measurement
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Chefranden on flickr

Why else does this matter?
Measurement

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Who?
fontplaydotcomon flickr

Plenty Of B2B Examples…
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14,000 ideas generated by community

COLOR OPTIONS
13.3-INCH DISPLAY COMPACT, BUT BIG ENOUGH TO FIT A FULL-SIZED KEYBOARD UNDERNEATH
BETTER BATTERY LIFE
UP TO 19 HOURS ON A SINGLE CHARGE
eSATA PORT
LETS USERS CONNECT EXTERNAL HARD DRIVES AT FAST SPEEDS
FINGERPRINT READER
EXTRA SECURITY APPEASES JITTERY MANAGERS
BACKLIT KEYBOARD
FOR WORKING IN THE DARK
Like This One...

But B2C Still More Creative…
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But B2C Still More Creative…
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Tagging Ikea
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Tagging Ikea
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Tapping into existing consumer behaviours

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Over 68 million views

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Provide utility to enable engagement

Conclusion
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Don’t be scared – get involved
Think about who you want to talk to
Pick the tool for the job, not the job for the tool
Think about making media social, not just social media
Have fun!

Drop me a lineciaran.norris@mindshareworld.com
PSD on flickr

Ciaran Norris - How To Make Social Media Work

by Kerry Bridge on May 25, 2010

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Ciaran Norris - How To Make Social Media Work — Presentation Transcript