Baku Social Media Seminar - Day 1Presentation Transcript
Baku social media seminar – day 1 June 26, 2012
Agenda for today:10 – 11 Presentation and agenda for the week11 – 11.15 Coffee break11. 15 -12 Getting to know Podio12 – 14 Social media – a perfect storm14 – 15 Lunch15 – 16 Group or individual work + coffee break16 – 17 Group discussion17 - Evaluation and update on Podio
PresentationPresent yourself and your work• Your name• What do you do?• How is your work related to social media?• What do you expect to get out of this week?
This week:Tuesday Introduction to social media strategy: The Perfect Storm!Wednesday Part 1: Social media NGO cases Part 2: Listening to and monitoring the social mediaThursday Tool day: Learn about and try working with the 14 most important social media toolsFriday Strategy day: Develop a social media strategy for your organization or for yourself
Podio – our collaboration platform
Podio – our collaboration platform• Send an email to firstname.lastname@example.org containing your email address.• (you will get an invitation to Podio)• Create your Podio account• Go to ”personal”• Fill out the information
Social mediaA perfect storm
Has your organization worked with social media initiatives within the last year? Source: socialsemantic.eu
Central coordination and targeted planning Sporadic initiatives and no clear planning We are testingA couple of employees are testing without a clear deadline Other Source: socialsemantic.eu
Time to get serious!
Social Media is a Perfect Storm
Core businessOrganization Communication
Non-professionals create products North West: North East: Mass- The Eye of the customization Perfect StormPhysical Digitaleconomy Economy South West: South East: Traditional Digital Professional economy services Only professionals create products
An example: The Travel Business
There once was a travel agency:
• Purchase of flight tickets, hotel bookings etc.= • Customization of trip • Find the cheapest trip • Trip advice
Non-professionals create products Customization of Trip advice tripPhysical Digitaleconomy Economy Purchase of flight Price comparison tickets, hotel (Find the cheapest bookings etc. trip) Only professionals create products
Spend 5 minutes with the person next to you and discusswhere your organization is placed in this model and what it means for your core business
The old world Recipient Consumer MediaOrgani- TV Communi- Messagezation Radio cation Papers
Non-professionals create productsPhysical Digitaleconomy Economy Only professionals create products
CANON Wikipedia User reviews CANONFacebook Website Blogs Price Twitter comparison Mobile apps
Organization Social Youtube news OrganizationFacebook website Blogs Twitter LinkedIn Slideshare
The conversation takesplace without the organizations
But organizationscan become part of this conversation
3 basic rules
Choose the right platform
Speak the language
Are you interesting?
Are you interesting? • Why? • When? • To whom?
Are you interesting?
Do platforms exist and can we use them? Communication strategy Are your services interesting orCan you speak the language? can you make them interesting?
High involvement • Co-creation of products • Involvement in products • Creation of new involving product • Creation of involving campaign • Digital mass-communicationLow involvement
Co-creation of products
Involvement in products
5 Types of Involvement1. Involvement around rating, comments and improvement of products.2. Involvement around service3. Involvement around usage of products4. Involvement around product conversations5. Involvement around the creation of the products
Creation of newinvolving product
Creation of involving campaign
On Twitter, @Alyssa_Milano wrote "Areyou flirting with me, @oldspice guy?"
Your organization becomes transparent!
Blogs YouTube Social news LinkedInFacebook Micro media Twitter Slideshare Flickr
Pro: Contra:1. More communication 1. You loose control of your communication2. Communication by people who know their 2. People are not skilled subject matter communicators3. More genuine 3. People may say things communication they are not supposed to4. Empowerment of employees 4. People loose motivation5. Knowledge flows into 5. People may spend too the organization much time communicating in social media
Group or individual work• How does digitization, user creation and social media affect: – What you do – your core business? – How you communicate? – Your organization• When it comes to social media, what are you doing today?• Based on todays presentation what possibillities do you see in social media? Write a brief document and upload to Podio