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Social media do's and dont's

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Social media are increasingly becoming a part of our daily live. Despite this fact there are still many people who don't make any use of social media for different reasons. But whether you like it or …

Social media are increasingly becoming a part of our daily live. Despite this fact there are still many people who don't make any use of social media for different reasons. But whether you like it or not, in my opinion everyone should be using social media. First of all you can use it to monitor what people are saying about you online (product, brand, organisation). Secondly, for sure in case you are a parent or a teacher, you have to realise that our children will be using social media and we will have to teach them how to make use of it.

There are probably even more do's and dont's than I managed to mention, so feel invited to share your experiences.


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  • 1. + @PetersOpinion @peterhorsten peterhorsten The do’s and don’ts peter.horsten of Social Media And why you don’t have to use it at all!
  • 2. + Who really understands social media? (Disclaimer)
  • 3. + Social media myths  Social networks are the new world, you shouldn’t miss it  It’s just about using some tools  It’s social  It’s cheap, if not free, marketing  Everyone can do it  You can make big money  You cannot measure it  I don’t need it  I need to check Facebook and Twitter 24 hours ….  I don’t need a LinkedIn profile
  • 4. The Traditional Communication model …… is outdated Consumer Supplier
  • 5. It’s essential to knowwho you are talking to!
  • 6. The Groundswell A spontaneous movement of people connecting, using online tools, taking charge of their own experience, and+ getting what they need – information, support, ideas, p roducts, and bargaining power – from each other.
  • 7. So let’s not talktoo much about all those tools! Because that’s mistake #1
  • 8. + Social media, just a short history
  • 9. + A (somewhat incomplete) Timeline of Social Media 2005 Source: http://matetrack.webs.com/SOCIAL/SOCIAL.html
  • 10. + Social media is revolutionary
  • 11. + The social media landscape 2012
  • 12. + Opportunities and threats of social media usage
  • 13. + Opportunities What you can gain  Learn new things  Be up to date on certain topics  Get to know early about events  Stay in touch with people you know  Meet new people  Find new business ideas  Find new (potential) clients  Become a known (personal) brand
  • 14. + Downside to be aware of There are risks we need to take care of  Privacy, data security: information spreads fast and remains online “forever”  Technostress, need to follow, scared to miss something  Shifting balance work / private life  Attention towards virtual life, absent in real life  We will have to teach our children how to use it
  • 15. + What is your marketing strategy? Because we should just stick to that! Nothing new!
  • 16. + Targeted marketing responses
  • 17. + Social media need a plan Josh Bernoff of Forrester writes: In any other business endeavor we start by figuring out what we want to accomplish. Social technologies are not magic. They accomplish things, too. It’s time to stop doing social because it’s cool. It’s time to start doing it because it’s effective.
  • 18. + Prepare a Social Media SWOT But that’s to boring for now ….. (see appendix)
  • 19. + POST method: A systematic approach to social strategy People. Objectives Strategy Technology Source: http://www.relationship-economy.com/?page_id=2160
  • 20. It’s essential to know who you are talking toand what to expect from them!
  • 21. + • Publish web page Social technographic • Publish or maintain a blog ladder • Upload video to sites like Youtube Creators 13% • Comment on blogs • Post ratings and reviews Critics 19% • Use RSS Collectors • Tag Web pages 15% Joiners • Use social networking 19% sites Spectators 33% • Read blogs • Watch peer-generated Inactives video 52% • Listen to podcasts • None of these activitesBron: Forrester
  • 22. +Know whatto expectfrom youraudience Bron: http://www.forrester.com/empowered/tool_consumer.html
  • 23. + What to use from the social media landscape? Source: http://www.cmo.com/content/cmo-com/home/articles/2012/3/20/the-2012-cmos-guide-to-the-social-landscape.html
  • 24. + Ok, but what can I do? Where to start?
  • 25. + Monitor Know what they say about you, your brand, business, hobby, interests
  • 26. + Respond React on good and especially bad news  Retweet  Share  React  Talk, explain
  • 27. + Amplify Make use of the power of the network  Foster loyalty  Make others share Will it blend? Will it blend? iPad 2: http://www.youtube.com/watch ?v=USiaeXzYkOE
  • 28. + Lead Lead consumers toward long-term behavioral changes  Support  Engage  Empower others  Reward  Create marketing buzz around a (new) product
  • 29. + There are still many people “offline” Your social media strategy is part of your marketing strategy You will have to engage, not send, don’t sell Social engagement can pay, but is not for free Choose the most suitable channels It’s about quality not quantity Be active, send frequent updates You will have to start whether you like it or not
  • 30. + Final conclusion  Incase you like it, just give it a try, experiment, find out what works for you!  Create a LinkedIn profile  Friend some people on FB  Search Twitter for relevant terms  Use a tool like Google Alerts  When you don’t feel the need, just ignore it!
  • 31.  The social media landscape+ 2012, FredCavazza.net, http://www.fredcav azza.net/2012/02/22/social-media- landscape-2012/  Social media SWOT analysis, http://mindblogging.typepad.com/ whataconcept/2010/01/social-media-swot- analysis.html  The social media landscape, http://www.cmo.com/content/cm o-com/home/articles/2012/3/20/the-2012- cmos-guide-to-the-social-landscape.htmlUseful sources  Demystifying social media, http://www.mckinseyquarterly.com/D emystifying_social_media_2958  Groundswell, Forrester: http://empowered.forrester.com/groundswel l  Social media video 2013, http://www.youtube.com/watch?v=Q UCfFcchw1w
  • 32. + Social media SWOT
  • 33. + Social media SWOT Identify your Strengths  Who are your Ambassadors? Who on your team are the ones who seem to be passionate about the company, know even the most obscure information about what is happening?  What creative assets are available that can be used within your social media channels? What pictures, videos, articles, and stories can be repurposed and shared with the community?  Where is your organization already active in the community? Are their conversations happening right now about your brand that you can begin participating in? Do you have an active email list that you can leverage to invite your customers to join you on other online channels? Do you have partners that already have an online presence where your voice would be welcomed?Source: http://mindblogging.typepad.com/whataconcept/2010/01/social-media-swot-analysis.html
  • 34. + Social media SWOT Identify your Weaknesses  What information silos within the organization prevent collaboration?  Where is there a lack of, or inconsistent visions related to the goals of participation in social media?  What knowledge gaps exist and what additional and ongoing training for the team will be needed?
  • 35. + Social media SWOT Identify your Opportunities  How can the organization improve efficiency and save money through social media channels?  How can the sales team leverage social media to identify better qualified leads and get a jump on the competition?  How can customers be involved in the organizations ongoing development of new products and services?
  • 36. + Social media SWOT Identify your Threats  How will your organization protect intellectual property and the organizations reputation?  How can information and use of various channels be managed in such a way that it does not become a chaotic, noisy mess with no purpose.  With so many people and departments involved, how can we maintain accountability?