Oplæg for Holm KommunikationPresentation Transcript
Social Strategy in the Perfect Storm Presentation for Holm Kommunikation 13 April 2012
Man kan som læser både blive inspireret,bekræftet og provokeret af Peters social mediabibel. Jeg blev alle tre ting. Bogen er nødvendiglæsning for dansk erhvervsliv.Perspektiveringerne fra en trænet web 2.0discipel som Peter er skarpe og bådeintellektuelt og operationelt stimulerende.Joachim Rubow, KoncernmarketingdirektørDanske Bank Group
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
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 2 minutes with the person next to you and select acompany (maybe a client) and discuss where this company is situated in the model
CommunicationStrategy in the Perfect Storm
The old world Recipient Consumer Media TV Communi-Company Message Radio cation Papers
Non-professionals create productsPhysical Digitaleconomy Economy Only professionals create products
The conversation takesplace without the companies
But companiescan become part of this conversation
3 basic rules
Choose the right platform
Speak the language
Are you interesting?
When are you interesting?
Who finds you interesting?
Where are you interesting?
Do platforms exist and can we use them? Communication strategy Are your products 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?"
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