Being Strategic With Social Media to deliver on Corporate Objectives

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Delivered as part of an Oracle client conference in Croke Park, July 2014

Published in: Leadership & Management
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Being Strategic With Social Media to deliver on Corporate Objectives

  1. 1. B E I N G S T R AT E G I C W I T H S O C I A L M E D I A ! T O D E L I V E R O N C O R P O R AT E O B J E C T I V E S C R O K E PA R K 1 0 T H J U LY
  2. 2. • E I R C O M • O G I LV Y D U B L I N • B O R D G A I S E N E R G Y • S U N D AY B U S I N E S S P O S T • E N T E R P R I S E I R E L A N D • L U C E Y T E C H N O L O G Y • U C D • G E K E I T H B O H A N N A N E A R F U T U R E . I O
  3. 3. W H E N W E TA L K A B O U T S O C I A L M E D I A … . ! W H I C H C O R P O R AT E O B J E C T I V E S ?
  4. 4. • Communications & PR • Marketing & Pre-Sales • Customer care
  5. 5. K E Y T R E N D S • The Rise of Mobile • The Rise of Customer Expectations ! ! kpcb.com/InternetTrends Mary Meeker
  6. 6. M O B I L E + S O C I A L M E D I A =
  7. 7. R E S P O N S E E X P E C TAT I O N S - U K 2 5 % W I T H I N 6 0 M I N S 6 % W I T H I N 1 0 M I N S
  8. 8. R E S P O N S E E X P E C TAT I O N S - U K 4 2 % W I T H I N 6 0 M I N S 3 2 % W I T H I N 3 0 M I N S
  9. 9. ! ! ! Implications for you?
  10. 10. S O C I A L M E D I A • Start by listening and then experiment • Develop an in-house centre of expertise • Support and resource front line staff
  11. 11. T E C H N O L O G Y C A PA B I L I T Y • Move towards single view of customers - consolidate customer and marketing data silo’s.
  12. 12. S H O R T T E R M G O A L S • one way listening • two way reactive conversations • proactive discussions • full customer care
  13. 13. W H Y ? • To be able to deliver normal corporate objectives • To have some chance when a SNAFU hits
  14. 14. • Lightning Speed. • Hyper-transparency. • Dialogue. • Same tools. • Traditional media amplification. Ref:Ogilvy  360°Digital  Influence. T R E N D S
  15. 15. P L A N M A N A G E R E S T O R E
  16. 16. – H E N RY A . K I S S I N G E R “There cannot be a crisis next week. My schedule is already full.”
  17. 17. L E T S G E T S TA R T E D
  18. 18. D E F E N S I V E
  19. 19. A N D M O R E O F T H AT
  20. 20. C H R I S - N I C E G U Y & I N F L U E N C E R
  21. 21. S H O U T I N G D O W N
  22. 22. D E L E T I N G I T S H O U L D W O R K
  23. 23. F I N A L LY A N “ A P O L O G Y ”
  24. 24. T H AT S H O U L D D O I T
  25. 25. • Irish Times • Independent • TheJournal.ie • Sunday World • The Irish Mirror • The Examiner C O V E R A G E I N C L U D E D
  26. 26. L E A R N I N G S ? • Better listening • Faster assessment of the tone of conversation • Planned management of the crisis
  27. 27. T H AT S I T • Future sessions will cover • Crisis Management • Internal Structures for managing Digital
  28. 28. W W W. N E A R F U T U R E . I O keith@nearfuture.io 086 2300702 @keithbohanna

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