Ingjerd Straand Jevnaker
                                         twitter.com/ingjerd
                                    ...
NORSK DESIGNRÅD
NORWEGIAN DESIGN COUNCIL
Why the F**k should I care?




               NORSK DESIGNRÅD
           NORWEGIAN DESIGN COUNCIL
The top sites on the web             Alexa.com 28/01/2010




              NORSK DESIGNRÅD
          NORWEGIAN DESIGN COU...
The top sites on the web                                      Alexa.com 28/01/2010

 1. Google        11. Yahoo (Japan)

 ...
Just play?
Or valuable business tool?



              NORSK DESIGNRÅD
          NORWEGIAN DESIGN COUNCIL
“I should be working on
some freelance
assignments but instead
I’m watching Showgirls
on VH1”.                            ...
NORSK DESIGNRÅD
NORWEGIAN DESIGN COUNCIL
Survey of Norwegian Businesses in
         September 2009




                  NORSK DESIGNRÅD
              NORWEGIAN DE...
Survey of Norwegian Businesses in
         September 2009


    6 out of 10 decided to use social
     media as part of th...
Avinash Kaushik Google's analytics evangelist.


                                             NORSK DESIGNRÅD
            ...
Apple iPad




       NORSK DESIGNRÅD
   NORWEGIAN DESIGN COUNCIL
Apple iPad




       NORSK DESIGNRÅD
   NORWEGIAN DESIGN COUNCIL
Apple iPad
Google blog search 28/01:
   7,192,998 for ipad
   201,403 for itablet




             NORSK DESIGNRÅD
       ...
Apple iPad
     Google blog search 28/01:
        7,192,998 for ipad
        201,403 for itablet


              Hitwise 2...
A HUGE market




         NORSK DESIGNRÅD
     NORWEGIAN DESIGN COUNCIL
Traditional
marketing
does not work
for social
media.         NORSK DESIGNRÅD
           NORWEGIAN DESIGN COUNCIL
NORSK DESIGNRÅD
NORWEGIAN DESIGN COUNCIL
Attention
                           I nterest
                           Desire
                           Action

    NO...
NORSK DESIGNRÅD
NORWEGIAN DESIGN COUNCIL   Jevnaker (2010)
L isten
                           Engage
                           Action
                           Pass it on

    NOR...
1.Listen



      NORSK DESIGNRÅD
  NORWEGIAN DESIGN COUNCIL
It is all about
dialogue. You
have to be
able to listen!

                 NORSK DESIGNRÅD
             NORWEGIAN DESIGN C...
2. Engage



      NORSK DESIGNRÅD
  NORWEGIAN DESIGN COUNCIL
Februar 2007

    NORSK DESIGNRÅD
NORWEGIAN DESIGN COUNCIL
Februar 2007

    NORSK DESIGNRÅD
NORWEGIAN DESIGN COUNCIL
Alternate Reality Game (ARG)
                                                                      Year Zero
             ...
Alternate Reality Game (ARG)
                                                                      Year Zero
             ...
3.5 million people


                                                                      Alternate Reality Game (ARG)
  ...
“Loyalty beyond reason”




              NORSK DESIGNRÅD
          NORWEGIAN DESIGN COUNCIL
“Loyalty beyond reason”




              NORSK DESIGNRÅD
          NORWEGIAN DESIGN COUNCIL
“Loyalty beyond reason”




              NORSK DESIGNRÅD
          NORWEGIAN DESIGN COUNCIL
2. Action



      NORSK DESIGNRÅD
  NORWEGIAN DESIGN COUNCIL
“Tell me what you buy
and I can tell you who
you are...”.

              NORSK DESIGNRÅD
          NORWEGIAN DESIGN COUNCIL
NORSK DESIGNRÅD
NORWEGIAN DESIGN COUNCIL
4. Pass it



      NORSK DESIGNRÅD
  NORWEGIAN DESIGN COUNCIL
NORSK DESIGNRÅD
NORWEGIAN DESIGN COUNCIL
NORSK DESIGNRÅD
NORWEGIAN DESIGN COUNCIL
Application areas for
   social media




            NORSK DESIGNRÅD
        NORWEGIAN DESIGN COUNCIL   Jevnaker (2010)
Application areas for
   social media

  1. Monitor




                   NORSK DESIGNRÅD
               NORWEGIAN DESIGN...
Application areas for
   social media

  1. Monitor
  2. Customer service




                   NORSK DESIGNRÅD
         ...
Application areas for
   social media

  1. Monitor
  2. Customer service
  3. Create debate




                    NORSK...
Application areas for
   social media

  1. Monitor
  2. Customer service
  3. Create debate
  4. Create loyalty




     ...
Application areas for
   social media

  1. Monitor
  2. Customer service
  3. Create debate
  4. Create loyalty
  5. Get ...
Application areas for
             social media

L isten

                                               }
             1....
The “Rules”




       NORSK DESIGNRÅD
                              BlueStateDigital
   NORWEGIAN DESIGN COUNCIL   2009
The “Rules”
1. Drive action
2. Be authentic
3. Create ownership
4. Be relevant
5. Create a strong, open brand
6. Measure e...
Advice




     NORSK DESIGNRÅD
 NORWEGIAN DESIGN COUNCIL
Advice
1. It is not just about Facebook or Twitter. The market
                     changes rapidly.




                 ...
Advice
1. It is not just about Facebook or Twitter. The market
                     changes rapidly.
  2. Social media cha...
Advice
1. It is not just about Facebook or Twitter. The market
                     changes rapidly.
  2. Social media cha...
Advice
1. It is not just about Facebook or Twitter. The market
                     changes rapidly.
  2. Social media cha...
“I think there is a
market for maybe 5
computers”.
                                     Thomas Watson, Chairman of IBM 193...
“There is no reason
anyone would want a
personal computer”.
                                    Ken Olson, DEC 1977



   ...
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Social Media: Business or Peep Show?

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What are the application areas for social media in the business setting?

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  • Tim O’Reilly som gjorde begrep kjent i 04 Sosiale nettjenester som avhenger av aktiv deltagelse fra brukerne for å kunne ekspandere.
  • Social Media: Business or Peep Show?

    1. Ingjerd Straand Jevnaker twitter.com/ingjerd isj@norskdesign.no SOCIAL MEDIA: Business or ? NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    2. NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    3. Why the F**k should I care? NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    4. The top sites on the web Alexa.com 28/01/2010 NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    5. The top sites on the web Alexa.com 28/01/2010 1. Google 11. Yahoo (Japan) 2. Facebook 3. Youtube 12. Twitter 13. Google (India) “The force is 4. Yahoo! 14. Google (China) strong with this 5. Windows Live 15. Myspace 6. Wikipedia 16. Sina.com (China) one!” 7. Blogger.com 17. Google (Germany) 8. Baidu.com 18. Wordpress 9. MSN 19. Amazon.com 10. QQ.com 20. Microsoft.com NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    6. Just play? Or valuable business tool? NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    7. “I should be working on some freelance assignments but instead I’m watching Showgirls on VH1”. Karen Wilson on Twitter NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    8. NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    9. Survey of Norwegian Businesses in September 2009 NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    10. Survey of Norwegian Businesses in September 2009 6 out of 10 decided to use social media as part of their business strategy. NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    11. Avinash Kaushik Google's analytics evangelist. NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    12. Apple iPad NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    13. Apple iPad NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    14. Apple iPad Google blog search 28/01: 7,192,998 for ipad 201,403 for itablet NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    15. Apple iPad Google blog search 28/01: 7,192,998 for ipad 201,403 for itablet Hitwise 27/01: “A portfolio of searches including terms such as ‘apple tablet’, ‘apple islate’, ‘itablet’, and ‘ipad’ accounted for 1.9% of all laptop related searches in the UK last week.” NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    16. A HUGE market NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    17. Traditional marketing does not work for social media. NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    18. NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    19. Attention I nterest Desire Action NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    20. NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL Jevnaker (2010)
    21. L isten Engage Action Pass it on NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL Jevnaker (2010)
    22. 1.Listen NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    23. It is all about dialogue. You have to be able to listen! NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    24. 2. Engage NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    25. Februar 2007 NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    26. Februar 2007 NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    27. Alternate Reality Game (ARG) Year Zero Nine Inch Nails album NORSK DESIGNRÅD http://www.42entertainment.com/yearzero/ NORWEGIAN DESIGN COUNCIL
    28. Alternate Reality Game (ARG) Year Zero Nine Inch Nails album NORSK DESIGNRÅD http://www.42entertainment.com/yearzero/ NORWEGIAN DESIGN COUNCIL
    29. 3.5 million people Alternate Reality Game (ARG) Year Zero Nine Inch Nails album NORSK DESIGNRÅD http://www.42entertainment.com/yearzero/ NORWEGIAN DESIGN COUNCIL
    30. “Loyalty beyond reason” NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    31. “Loyalty beyond reason” NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    32. “Loyalty beyond reason” NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    33. 2. Action NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    34. “Tell me what you buy and I can tell you who you are...”. NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    35. NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    36. 4. Pass it NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    37. NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    38. NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    39. Application areas for social media NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL Jevnaker (2010)
    40. Application areas for social media 1. Monitor NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL Jevnaker (2010)
    41. Application areas for social media 1. Monitor 2. Customer service NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL Jevnaker (2010)
    42. Application areas for social media 1. Monitor 2. Customer service 3. Create debate NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL Jevnaker (2010)
    43. Application areas for social media 1. Monitor 2. Customer service 3. Create debate 4. Create loyalty NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL Jevnaker (2010)
    44. Application areas for social media 1. Monitor 2. Customer service 3. Create debate 4. Create loyalty 5. Get feedback NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL Jevnaker (2010)
    45. Application areas for social media L isten } 1. Monitor Sales (!) Engage 2. Customer service Measuring 3. Create debate Analysis Action 4. Create loyalty Marketing Spread the word Pass it on 5. Get feedback NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL Jevnaker (2010)
    46. The “Rules” NORSK DESIGNRÅD BlueStateDigital NORWEGIAN DESIGN COUNCIL 2009
    47. The “Rules” 1. Drive action 2. Be authentic 3. Create ownership 4. Be relevant 5. Create a strong, open brand 6. Measure everything 7. Always listen NORSK DESIGNRÅD BlueStateDigital NORWEGIAN DESIGN COUNCIL 2009
    48. Advice NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    49. Advice 1. It is not just about Facebook or Twitter. The market changes rapidly. NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    50. Advice 1. It is not just about Facebook or Twitter. The market changes rapidly. 2. Social media changes the way we live, work and interact. NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    51. Advice 1. It is not just about Facebook or Twitter. The market changes rapidly. 2. Social media changes the way we live, work and interact. 3. The rules of the game has changed. You can’t control messaging in the same way that you used to. NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    52. Advice 1. It is not just about Facebook or Twitter. The market changes rapidly. 2. Social media changes the way we live, work and interact. 3. The rules of the game has changed. You can’t control messaging in the same way that you used to. 4. No truths are given. We can’t even predict what will happen 5 years ahead. Do not trust incumbent business leaders for predictions of the future.... NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    53. “I think there is a market for maybe 5 computers”. Thomas Watson, Chairman of IBM 1934 NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL
    54. “There is no reason anyone would want a personal computer”. Ken Olson, DEC 1977 NORSK DESIGNRÅD NORWEGIAN DESIGN COUNCIL

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