Summary of Norwegian Social Media Adoption from Kunnskapstinge - September 2009

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Social media adoption results presented this week at Kunnskapstinget 2009 in Oslo, Norway. …

Social media adoption results presented this week at Kunnskapstinget 2009 in Oslo, Norway.

Hastily translated but we wanted to get the results in english quickly.

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  • Ingen: Generell markedsføring / profilering 39%

Transcript

  • 1. : The FUTURE Kunnskapstinget, 22. september 2009 [email_address] Twitter: lhhusom LinkedIn: Leif Henrik Husom
  • 2. We are EXPOSED to ”millions” of TOUCHPOINTS creating our platform for attitude and choice.
    • Marketing and advertising from dozen of providers
    • Journalists and media providing you with facts, hints, advice and inspiration
    • Consumer-portals try to help you behave rationally
    • Direct sales through TM and professionals in a shop
    • From your daily experience as user of a product or service
    • When you are actively looking for information on the net
    • Or meet someone you did not expect (i.e. pop-ups)
    • Through the invoice
    • Word-of –mouth sharing our experiences with friends and family
    • Help-desk or customer service
    • When we read blogs and references to people sharing positives or negatives in the public space
    • From watch-dogs: authorities and government
  • 3. The myriad of social medias PROVIDES great POSSIBILITIES – but requires higher PRECISION
    • The human brain is developed over 500 million years.
    • It is 99,4% GENETIC SIMILARITY between us and a monkey: We ARE MONKEY 2.0!
    • Efficient marketing: ”The chase for conscious or unconscious positive associations”.
    • When we have so much to choose from… and we are all the centre of our own lives… we have to realize that ”my category” represents a VERY SMALL portion of the consumers daily life
    • Consequence: Extremely necessary to ”hit the bulls-eye”
  • 4. Trends and changes: ”It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change” - Charles Darwin Change Culture People Politics Technology Demographics
  • 5. Demographic changes…. Large changes in the population… The Grown-Up Consumer! Increase of single households Girl Power!
  • 6. Technology changes…. (in a consumer relevant perspective) Web / Enterprise 2.0 Everything Availabile Everywhere The Digital Home ” What would fit into a building 25 years ago, fits in a pocket today. What fits in a pocket today will fit in a blood-cell 25 years from now…”
  • 7. People: All scientific consumer research shows we are driven by 4 basic motives! Learning Security Belonging Acquiring Two more..? Entertainment Beauty t
  • 8. Cultural changes From materialism back to more idealism The protective consumer The influencing consumer The trans-cultural consumer The activist consumer
  • 9. Social Media usage among Norway enterprises? Highlights: Dataforeningens survey august2009 (236 respondents)
    • In 3 out of 4 enterprises, the management has discussed use and presence of social media
    • 6 out of 10 has decided to use social medias. 2 out of 10 wants to do further research and analysis
    • 85% says their social media strategy is not fully implemented
    • 56% has not established rules of conduct for employee usage of social medias
      • Higher usage from enterprises that has….
    • 1 out of 3 claims that the management does not understand new medias and possibilities. 1 out of 4 fully agrees that top management supports employee usage of social medias
    • 2 of 10 agrees that use of social media during work-time is unproductive… 1 out of 10 do fully agree that use of social media represents a security risk
    • 1 of 3 agrees that their enterprise wants to be leading in usage of social medias, and 2 out of 3 agrees that enterprises without a strategy for social media will face problems
    • 1 of 3 expects their business partner that their business-partners is active with social medias. 4 of 10 enterprises find it important that employees are visible in professional networks
    • 2 of 3 agrees that employees do represent their company when social medias is used privately
  • 10. Most important usage areas for social medias today: 4 2% 33% Ca. 20% 24% 27% 21% 18% 10% 24% 18% 11% 10% General marketing / profiling Word-of-mouth surveillance Competetive intelligence 1-1 marketing & Customer dialogue
  • 11. Hig increase in 2010! Hovedfunn fra Dataforeningens undersøkelse august2009 Strong increase: 1,4-1,8X Mer enn dobling: 4 dobling: Strong increase: 1,7-1,8X Dobling: Strong increase: 1,7-1,9X 4 dobling: Dobling: More than doubling: General profiling / marketing 1-1 marketing & Customer dialogue Recruitment Suveys
  • 12. 10 easy rules for efficient use of social medias Basic principles for marketing, communication and dialogue on-line is NOT different from off-line If the business concept, strategy or marketing does not work analog – it most likely will not work digitally either Do you regard Internet and use of social medias as a platform for enterprise development or as a media channel?
  • 13. Norway enterprises are well prepared and has high hopes taking social medias in use in 2010. Will they succeed?
    • ( 1) Understand the consumers and your customers!
    • (2) Objectives and training – management paradigm change
    • (3) Even though the new is cool – it got to work with the old
    • (4) Be relevant. Strengthen your enterprise core strategy and values
    • (5) Keep content alive
    • (6) Involve – not communicate
    • (7) Listen – don’t shout
    • (8) The medium is the message
    • (9) Create guidelines and rules of conduct
    • (10) Be honest!
    • Jens Stoltenberg (Norway prime minister): (14.09.09 – victory speech after 2009 election)
    • ” We won the election on net. We made a tremendous effort by using Facebook, Twitter and social media tools. We managed to bridge the traditional and the new”.