Social Media Maturity<br />Why John Street doesn’t get it <br />and KLM does<br />
First ...<br />Social Media is not Media at all<br />It is ...<br />Multi-directional communication platform<br />Communit...
Do Away with Campaign-Based Thinking<br />Campaign Thinking<br />One-off<br />One-way<br />Brand-oriented<br />Engagement ...
Social Media Maturity Model<br />Transmitting<br />Responding<br />Listening<br />Adding Value<br />Engaging<br />Inactive...
Social Media Maturity Model<br />Inactive<br />No participation<br />Conversations are going on, but are unheard<br />Igno...
Social Media Maturity Model<br />Listening<br />Studying conversations relevant to you<br />Using listening tools<br />Ref...
Social Media Maturity Model<br />Transmitting<br />Sending messages and content relevant to your brand<br />Using social m...
Social Media Maturity Model<br />Responding<br />Replying to individual comments<br />Responding to complaints<br />Being ...
Social Media Maturity Model<br />Adding Value<br />Having conversations with individuals and groups<br />Offering expertis...
Social Media Maturity Model<br />Engaging<br />Being authentic and transparent<br />Being responsive to your community’s n...
A Couple of Examples<br />John Street Pink Ponies<br />KLM Surprise<br />
Why John Street Doesn’t Get It and KLM Does<br />
Thank You!<br />Questions?<br />Chris Kedwell<br />Managing Director, Arachne<br />chris.kedwell@arachne.ca<br />www.arach...
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Social Media Maturity - Why John Street Doesn't Get It and KLM Does

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Many organizations, including agencies, are using Social Media as a broadcast channel for campaigns. This might be effective (and enjoyable, as in the case of the John Street Pink Ponies Campaign), but is ultimately flawed as this "Campaign Thinking" misses the core concept of Social Media - Engagement.

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Social Media Maturity - Why John Street Doesn't Get It and KLM Does

  1. 1. Social Media Maturity<br />Why John Street doesn’t get it <br />and KLM does<br />
  2. 2. First ...<br />Social Media is not Media at all<br />It is ...<br />Multi-directional communication platform<br />Community-building environment<br />Viral medium<br />It’s something you need to mature into<br />
  3. 3. Do Away with Campaign-Based Thinking<br />Campaign Thinking<br />One-off<br />One-way<br />Brand-oriented<br />Engagement Thinking<br />Multi-directional<br />Engaged<br />Discussion<br />Evolutionary<br />Community-building<br />People-oriented<br />... and think about Engagement!<br />
  4. 4. Social Media Maturity Model<br />Transmitting<br />Responding<br />Listening<br />Adding Value<br />Engaging<br />Inactive<br />
  5. 5. Social Media Maturity Model<br />Inactive<br />No participation<br />Conversations are going on, but are unheard<br />Ignorance is bliss, right?<br />
  6. 6. Social Media Maturity Model<br />Listening<br />Studying conversations relevant to you<br />Using listening tools<br />Refining your interest<br />Analyzing your brand’s social presence<br />Seeing what the competition are up to<br />
  7. 7. Social Media Maturity Model<br />Transmitting<br />Sending messages and content relevant to your brand<br />Using social media as a broadcast platform<br />DANGER! This is not ideal and can be a result of Campaign-Based Thinking<br />!<br />
  8. 8. Social Media Maturity Model<br />Responding<br />Replying to individual comments<br />Responding to complaints<br />Being tactical about who engages, and when<br />Still in the experimental phase<br />
  9. 9. Social Media Maturity Model<br />Adding Value<br />Having conversations with individuals and groups<br />Offering expertise and commentary<br />Creating content of interest to your community<br />Adding value wherever practical and appropriate<br />
  10. 10. Social Media Maturity Model<br />Engaging<br />Being authentic and transparent<br />Being responsive to your community’s needs<br />Listening, Transmitting, Responding, Adding Value<br />Building and managing Community<br />Social Media is part of your organization’s DNA!<br />
  11. 11. A Couple of Examples<br />John Street Pink Ponies<br />KLM Surprise<br />
  12. 12. Why John Street Doesn’t Get It and KLM Does<br />
  13. 13. Thank You!<br />Questions?<br />Chris Kedwell<br />Managing Director, Arachne<br />chris.kedwell@arachne.ca<br />www.arachne.ca<br />
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