Your SlideShare is downloading. ×
0
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Social media even in crisis is strategic
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Social media even in crisis is strategic

613

Published on

Social media strategy in crisis

Social media strategy in crisis

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
613
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Strategic Social Media www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  • 2. An Essential Understanding.The net wasn’t invented by business people anddoesn’t exist to help companies make money.It is entirely possible it could be used that waybut it doesn’t owe you anything.The question to ask is, “how are people (thepeople I need to reach, interact with and tellstories to) going to use this new power and howcan I help them achieve their goals? www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  • 3. There’s a Lot Going On– and Tomorrow There’ll Be More. www.theonlinecircle.com full-service interactive agency +61 3 9813 2141 3
  • 4. Social Media Fragmentation This can mean different things, examples: a)Individual Product Managers executing unilaterally b)Passionate Consumers c)Brand activists and antagonists d)Competitive Sabotagewww.theonlinecircle.com full-service interactive agency +61 3 9813 2141 4
  • 5. Social Media Centralisation Instead of allowing networks to evolvewithout direction, it paysto actively manage your network. We can now knit networks together to create productive individuals and smart communities. www.theonlinecircle.com full-service interactive agency +61 3 9813 2141 5
  • 6. So, if Social Media is Strategic…How do we develop strategy?• We use data.• We analyse and interpret our audience.• We know and consider all available options.• We incorporate with Business strategy. www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  • 7. Social Media is strategicwww.theonlinecircle.com full-service interactive agency +61 3 9813 2141 7
  • 8. Social Media is strategicwww.theonlinecircle.com full-service interactive agency +61 3 9813 2141 8
  • 9. Social Media is strategicwww.theonlinecircle.com full-service interactive agency +61 3 9813 2141 9
  • 10. Social Media is strategicwww.theonlinecircle.com full-service interactive agency +61 3 9813 2141 10
  • 11. Social Media Needs Farming not Hunting www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  • 12. Farmers HuntersSocial Media Off Line – Mass MediaIndividuals CollectiveUsers are Active PassiveUsers are Brave ShyUsers Watch and Speak Out Watch and SleepAn Interactive Medium Essentially One WayAnonymity N / A (as not engaging)Driver’s Seat Passenger SeatSolitary CollectiveEasily access and influence their contacts Accessing and influencing takes more effortListening and Speaking Speaking and shoutingRepetition not always best www.theonlinecircle.com Repetition works full-service interactive agency +61 3 9813 2141
  • 13. Farmers HuntersSocial Media Off Line – Mass MediaBuilding Relationships and Brand Building awareness and driving people to a buying decisionPull and Push (Philosophical) Push (Philosophical)Serving the consumer Serving the brand Tactical approach Tactical approachCreative for web Creative adapted for webBased on engagement and experience Based on visual and artContent Creation (volume and dynamic) Short ContentContent nimble, quick, conversational and Content largely locked in and staticresponsive www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  • 14. Where online users look for their news. www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  • 15. Crisis happens to other brands too!http://www.facebook.com/GrilldBurgershttp://www.nandos.com.au/article.php?newsid=94&newspage=0 www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  • 16. Crisis responseAddressing Crisis Online 1 – Reduce the number of channels that a response must pass through 2 – Reduce the amount of friction in each channel www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  • 17. Crisis responsewww.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  • 18. Social Media is strategic – even in Crisis One strategy rather than 100 tactics Uninformed Trolls Fraudsters Spectators (affected by bystander effect)Inform and convert Neutralise attention Empower, break and discourage Identify and bystander and give taking him out of Neutralise using fear them social the centre of validation to be attention active "Even if this is true......" "Although this is on-topic....." "I disagree...." "Yes, but....." "Can you provide a source for this...." NOT FOLLOW UPS www.theonlinecircle.com full-service interactive agency +61 3 9813 2141 18
  • 19. Next Steps – Using Social Media in Different departmentsManager’s Role – Typical Groundswell Appropriate Some MetricsDepartment Objective ApplicationsMarketing Talking and • Blogs • Awareness Communicating: • Community • Sales increase Converse with Websites (Facebook, • Share of voice customers. etc) • Share of attention Promote products, • Videos on user- • Share of heart services generated websites (Fundraising) and • More BrandR&D Listening: Gaining • Brand monitoring • Insights insights from • Product • Usable product customers and using monitoring ideas input in the • Communities • Increased speed of innovation process research development and Business • Innovation Intelligence Communities www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  • 20. Next Steps – Using Social Media in Different departmentsManager’s Role – Typical Groundswell Appropriate Some MetricsDepartment Objective ApplicationsCustomer Support Enabling customers • Wikis • Numbers of to help one another • Support Forums members solve problems • Support Videos participating • Volume of questions answered online • Decreased volume of support callsSales Energising: • Social Networking • Sales Identifying powerful sites • Share of and enthusiastic • Brand Ambassador penetration consumers and programs • Share of Mind using them to • Communities influence others • Widgets www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  • 21. Strategic Social Media www.theonlinecircle.com www.theonlinecircle.com full-service interactive agency +61 3 9813 2141

×