The Role of the Social Media Architect
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The Role of the Social Media Architect

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The Role of the Social Media Architect...

The Role of the Social Media Architect
Build and Integrate Strategic Communications

How the World Economic Forum used social media in its communication strategy, and how social media opened up Davos, one of the most exclusive and private events in the world.

Learn why the number of visitors to your website has become irrelevant
Find out how to make your organization's social network the place where the conversation happens
Discover how to lead the conversation instead of worrying about how to control what is said about your organization

Keynote held by Matthias Lüfkens at the PRSA Digital Impact Conference 2012 held 3-4 April 2012 in New York

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  • A fascinating depiction of the relevance and power of social media.
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  • TwitterThe Forum is on Twitter since April 2007 and has two main accounts @Davos (http://twitter.com/davos) with over 1.6 million followers and @WEF account (http://twitter.com/wef) dedicated to live tweeting and meeting chatter.
  • Twitter Growth in Davos23 in 2008, 69 in 2009, 251 in 2010, 402 in 2011and 650 out ofthe 2600 participants in 2012. A quarterofthe 2600 participantsarenow on Twitter-
  • Twitter ListFor all oureventsthe Forum createsspecificTwitterlistsincludingtheparticipantsactive on Twitter. Theirtweetsare also projected on a dedicatedTwitter wall.
  • LeadingtheConversation: The mostre-tweetedtweet was from Bill Gates tohis 5 millionfollowers.
  • Twitterhasbecomethemeansofcommunication in Davos. EventhePresidentof UPS International tooktoTwitter just for Davos.Whatdoesitmeanforus? Wecannowcontacthimdirectly. He might not readthe @mentionhimself but I am surehisteam will.
  • Over the 5 daymeeting 137.000 tweetsweresentaccordingtoa visualizationcommissionedby KPMG. Curationofthetweetsiskey. The Forum also ran theirowncuratedTwitterwall.Andcreatedspecificlistsincluding Public Figures, Forum staffandMedia.
  • The medialistwith 300 reporterscoveringthemeetingalso caughttheeyeofthe @Occupy_WEFmovementwhich was abletoattractattentiontoitsprotest.
  • Curation on Storify
  • WeiboFor the record the Forum is alsotweeting in Chinese to over 100.000 followers on our Weibo account.
  • The Forum hasoneofthebesttimelines.
  • LikeWe encourage input from our Facebook fans. We organize polls the results of which are sometimes fed back into sessions.http://www.youtube.com/watch?v=NVTQMSpfK6c#t=36m55shttp://www.facebook.com/questions/10150194898486479/
  • Facebook Fan PagesThe World Economic Forum Likes the official Facebook pages of its Partners: http://facebook.com/wef.
  • Another interesting use of Facebook is this secret group the Forum created for the news editors of the leading media organizations.
  • In this group we had 60 editors of the leading media organisations.It’s a private briefing room wherethe Forum canrelease embargoedreports.
  • Had we done a Google Image search for the World Economic Forum 5 years ago we would have found this: A collection of pictures of demonstrations by the anti-globalisation movement.
  • Today if you do the same search you will find this:How did de do it?
  • We shared our photos on Flickr.The World Economic Forum has over 15.000 pictures in our picture library with our official photographers.The gallery is password protected.On Flickranyonecanuseourphotos.Weuploaded 354 from Davos and all arelicensedunderthe Creative CommonsLicence.
  • Hammadi Jebali,newlyelected Prime Minister ofTunisia was speaking on a panel on the 27 January 2012.
  • Withinhoursthispicture was embedded on his Wikipedia profile.
  • Itisdefinitelybetterthantheonebefore…
  • Thereareonlyfeworganisations in theworldfreelysharingtheirpictures. TherearenowseveralhundredofourphotosfreelyavailableatWikimediacommons
  • The resultsareclear: The Forum gets an averageof 5000 views on theirpictureseverydaywithpeaksduringeventslike Davos.
  • Sharypicsharingpicturesduringevents
  • It’s a battleofthepictures. This invitationtocreate an igloo camp bytheOccupy Movement didn’tmakeitaroundthebecauseitdidn’thavethe Creative Commonslicence.
  • This picturebythethreeFemen from Ukraine gotmostoftheplayforobviousreasons.
  • Battlesofthefigures. On theleftthe Davos infographicdoneby Reuters withseveralinaccuracies.On therighttheForum’sowninfographic.Companies must actmoreandmorelikeewsagencies.
  • LivestreamSince 2009 the Forum is live streaming all our press conferences and allowing anyone to field questions to the panellists. http://livestream.com/worldeconomicforum01
  • FoursquareOn Foursquare users share their location with their friends by checkinginto places usingtheirsmartphones. Theycanbecomemayor if they check in regularly. The Forum has foursquarelocations for all offices as well as for theirevents.
  • The Forum has claimedits office locations on foursquarewhichgivesinterestingstats about colleagues and visitorswhocheck in.
  • Forum locationsWorld Economic Forum in Colognyhttps://foursquare.com/venue/3615414World Economic Forum in New York https://foursquare.com/venue/579548World Economic Forum in Beijing https://foursquare.com/venue/8792680World Economic Forum in Dalian https://foursquare.com/venue/22765864World Economic Forum in Davoshttps://foursquare.com/venue/737796
  • The Forum has created a branded page on Foursquare to share tipson restaurants and hotels around events.
  • Also on Google maps
  • Make sure your office isownerverified.
  • Interestingusage stats on locations.
  • The main one are the driving instructionsthat people are looking up.

The Role of the Social Media Architect The Role of the Social Media Architect Presentation Transcript

  • The Social Media Architect Build and Integrate Strategic Communications1 #PRSADIconf @luefkens
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  • Click to edit Master title style3
  •  Increasing digital footprint  Sharing Content  Losing Control  Creating a Community  Leading the Conversation4
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  • Twitter is the Davos Drug 700 600 500 400 300 200 100 0 2007 2008 2009 2010 2011 2012 20137
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  • • Google Maps61
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  • Thank You! Matthias Lüfkens matthias.luefkens@bm.com linkedin.com/in/luefkens facebook.com/luefkens @Luefkens @B_M 65