Social Media For Km Round Table

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    Social Media For Km Round Table - Presentation Transcript

    1. Social Media and KM What is Social Media? Why does it matter? Social Media Action Plan
    2. We speak English - William Dampier’s blog 1699
    3. Social Emotions “The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions.” Donald Calne, neurologist
    4. Media has changed - 2006 “To find something comparable, you have to go back 500 years to the printing press, the birth of mass media … Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control” Rupert Murdoch, Wired July 2006.
    5. Social cosmos
    6. Consumers have a voice
    7. •Internet population Feb : 2009 billion
    8. So what is Social Media? “Open conversations that encourage participation and connect people” Ian Farmer
    9. Social Networks 6 million (Aug 2009) 40% of Online Pop.
    10. Blogosphere m 23000
    11. Wikis – collaborative 4m Podcasts – niche / time shifting
    12. Youtube Videos m Bandwidth: 2007 YouTube = 2000 Internet Jan 2009 – 14.8 billion views 25% have watched online video (with their mobile) 26,500
    13. And other content communities
    14. More and more of us use it
    15. It helps you express yourself
    16. Review stuff, weigh up pro’s and cons
    17. Research company / clients
    18. Research – interview questions
    19. Share things easily
    20. And through the wisdom of crowds
    21. Allows us to discover new stuff
    22. Social Media and the Conversational web What is Social Media? Why does it matter? Social media action plan
    23. We now know the truth 76% don’t believe that companies tell the truth in advertisements Source: Yankelowich
    24. Consumer recommendations are the most credible form of advertising among 78% of the study’s respondents. Source: Nielsen, “Word-of-Mouth the Most Powerful Selling Tool” (global Nielsen survey of 26,486 Internet users in 47 markets)
    25. Who do we believe?
    26. People like ourselves My friends Their friends Shared interest
    27. Social media conversations are recorded
    28. And influence “offline” behaviour
    29. Of those who use used or buy bought your product / service
    30. For Good
    31. And Not so good
    32. Social media impacts your brands reputation 34% post opinions about products and brands on their blog 36% think more positively about companies that have blogs Source: Universal McCann Power to the people - Social Media Tracker Wave 3
    33. So that’s why it matters !
    34. Social Media and the Conversational web What is Social Media? Why does it matter? Social media action plan
    35. Try and control this? Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go. A.G. Lafley, CEO and Chairman of P&G, October 2006
    36. Ignore it ? ... But this just eliminates you from the conversation
    37. Social Media action plan What is Social Media? Listen Why does it matter? Social media action plan Engage Influence
    38. How to listen to social media?
    39. Search • E.g. Technorati.com
    40. Knowledge - Social Bookmarking
    41. Alerts • E.g. www.google.com/alerts
    42. Opinions in real time
    43. Monitoring #Knowledge
    44. Speed Feed reading
    45. Blog Trends
    46. Listen ”The Development of a process to understand the conversations, and action the insights” Ian Farmer
    47. FORUMS Real time feedback : Grad recruitment exposed !
    48. Recorded Experiences
    49. Reactions to current issues
    50. BRAND mentions
    51. Discover consumer insights
    52. The new Focus group?
    53. LISTEN : Social Media services Listen Research : opinions in real time Risk Awareness Insights Social Media Audit Permission to Engage Social Media Monitoring Strategy Monitoring development Insights reporting Training We monitor social media because it provides unsolicited and unbiased consumer opinions about our products and brands in real time. If a brand, messaging or product problem is identified by bloggers, we can fix the problem quickly before it gets too widespread. Also, positive comments help us understand early on if something is working particularly well.” Christin Stasiw Lazarchuk, Director, Global Market Research, Ford Motor Company.
    54. Social Media Action Plan Listen Engage Influence
    55. It’s PR Jim, but not as we know it!
    56. Cicero’s 9 rules from “On Duties” in 44BC 1. Speak clearly 2. Speak easily, but not too much, give others their turn 3. Do not interrupt 4. Be courteous 5. Deal seriously with serious matters, gracefully with lighter ones 6. Never criticize people behind their backs 7. Stick to subjects of general interests 8. Do not talk about yourself 9. Never lose your temper
    57. Example – UK civil service http://www.civilservice.gov.uk/iam/codes/social_media/participation.asp Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency.
    58. “PARTICIPATION PARTICIPATION PARTICIPATION is the new LOCATION LOCATION LOCATION” Ian Farmer
    59. Social Media engagement policy? or
    60. GM’s FASTLANE blog "These people have a great deal of influence, not just on what we read, but on the cars their friends and family purchase.“ Bob Lutz, the vice chairman of General Motors,
    61. Engage - Lobby the government
    62. Identify where else to engage?
    63. You Tube presence
    64. BRITA Facebook
    65. Be transparent - Ugly rocks ! • 47.7 million views • 125,000+ comments • In 7 days !
    66. Engagement integration Involve your audience >10K ideas US $1mill rev
    67. Social Media press releases http://rm.guinness.com.au/smpr-250?noac=true
    68. Social learning
    69. Crisis Response training
    70. For when the Rats take over !!
    71. Social Media services Engage • Feedback: discussion channels • Increase Customer Service • Exhibit Leadership : Sharing POVs • Innovation: Source of Ideas • Growth: reduced cycles times • Self awareness • Opportunity to Influence Policy Engagement integration Corporate / brand blogs Identify & track engagement Social Media Presence (YouTube, Facebook, Wikipedia) Social Media Press Release Crisis response training
    72. Social Media Action Plan Listen Engage Influence
    73. 1000 entries, 5.5 million votes
    74. Identifying key influencers
    75. Recruit and reward evangelists
    76. Influence via cause marketing
    77. Bushfire widget • Developed in 2 days • 90K views • 1:722 viral ration • 25% interacted • 5,504 donations
    78. Make it easy for people to tell others
    79. Establish conversational metrics
    80. Influence “Measuring the results of how you effect social media, then using that insight to stimulate conversations, making it easier for people to recommend and sample your products” Ian Farmer
    81. Social Media services Influence • Expand touchpoints • Measurement of campaigns • Risk mgmnt “Ask the audience” • Build loyalty & Identify Evangelists • Collaboration opportunities • Word of mouse! Influence Identification Loyalty & evangelist programs Campaign metrics Word of Mouth Marketing Internet is twice as influence of TV and 8 times that of Print (source: Digital Influence Index study Fleishman-Hillard)
    82. Social Media action plan What is Social Media? Listen Why does it matter? Social media action plan Engage Influence
    83. Social Media – continuous learning • Don’t FAIL to LEARN • DO FAIL to LEARN
    84. More information Ian Farmer ian@frontiering.com.au +61 417 460 518 www.twitter.com/ifarmer www.linkedin.com/in/ifarmer Ian’s blog : http://frontiering.com.au

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