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‫מדיה חברתית -‬                           ‫מגמות וסיפורים מהשטח‬                      ‫סיגלית סובל סביון‬                 ...
What is Social Media?          2
What is Social Media?In simple words:            “Social media is people having            conversation online.”          ...
So…What is It?Social networksForums and online communitiesMultimedia sharing tools (e.g.: YouTube)BlogsRSS readersMicroblo...
‫במשרד החינוך‬Social networksForums and online communitiesMultimedia sharing tools (e.g.: YouTube)BlogsRSS readersMicroblo...
Social Media Statistics           6
Social Media Statistics 1 in 5 couples meet online 1 in 5 divorces are blamed on Facebook Social Media has overtaken porn ...
Social Media Statistics One in every nine people on Earth is on Facebook (750M) Each Facebook user spends on average 15 ho...
Social Media Statistics             9
Social Media Statistics             10
The Old World…          11
…The New World         12
13
14
15
Why Social Media? Increase your online visibility Increase awareness of company brand Broaden your professional network Fi...
Why Social Media?   Increase your online visibility   Increase awareness of company brand   Broaden your professional netw...
18
Why? 19
Why Get Involved?   If you don’t dive in, others will         define who you are.” Clive Thompson, Journalist & Blogger, N...
Why Get Involved?Markets are conversations  The networked market knows more than companies do about their own  products  O...
‫מדברים עלינו הרבה ובכל מקרה‬              ‫22‬
Why? (take2)     23
24
(http://www.socialnomics.net)25
26
Who? 27
Who?        “Employees are the brand,                  give them a voice”IBM social media strategy, Sep 2008              ...
Who?       29
How? 30
How To?          31
How To?          32
Social Media Strategy         33
Why Set Up a Strategy?   Our main goals:   1. Listen to your customers          Find out where your customers are         ...
Why Set Up a Strategy?           35
Social Media Strategy Determine your goals Sample goals:     Generate leads     Build brand and awareness     Educate cust...
Social Media Strategy           37
Social Media Strategy    Define the target audience/segment(s)       Existing customers       Potential customers       Ge...
Implementing SM Strategy    Start by listening - learn by watching others    Find internal owner - which department/indivi...
Key Success Factors    Trust your employees    Don’t expect success overnight - social media    should fit into the compan...
Value        41
Who is Doing It Right?            42
Who is Doing It Right?            43
Who is Doing It Right?            44
Thank You! Ronen Offer                 Sigalit Sobel Savyon April Business Consulting   Ministry of Eduction 03-5444119   ...
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שיווק במדיה חברתית בארגונים - הרצאת הפתיחה בכנס מיקרוסופט, אוקטובר 2011

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מצגת הפתיחה של כנס מיקרוסופט בנושא מדיה חברתית בארגונים - רונן עפר, מנכ"ל אפריל ייעוץ עסקי וסיגלית סובל סביון, מנהלת מערך האינטרנט במשרד החינוך

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Transcript of "שיווק במדיה חברתית בארגונים - הרצאת הפתיחה בכנס מיקרוסופט, אוקטובר 2011"

  1. 1. ‫מדיה חברתית -‬ ‫מגמות וסיפורים מהשטח‬ ‫סיגלית סובל סביון‬ ‫רונן עפר‬ ‫מנהלת מערך האינטרנט‬ ‫מנכ"ל אפריל ייעוץ עסקי‬‫מינהל תקשוב ומערכות מידע, משרד החינוך‬ ‫1102.01.72‬
  2. 2. What is Social Media? 2
  3. 3. What is Social Media?In simple words: “Social media is people having conversation online.” 3
  4. 4. So…What is It?Social networksForums and online communitiesMultimedia sharing tools (e.g.: YouTube)BlogsRSS readersMicroblogging (e.g.:Twitter)etc. 4
  5. 5. ‫במשרד החינוך‬Social networksForums and online communitiesMultimedia sharing tools (e.g.: YouTube)BlogsRSS readersMicroblogging (e.g.:Twitter)etc. 5
  6. 6. Social Media Statistics 6
  7. 7. Social Media Statistics 1 in 5 couples meet online 1 in 5 divorces are blamed on Facebook Social Media has overtaken porn as the #1 activity on the Web If Facebook were a country it would be the world’s 3rd largest and 2x the size of the U.S. population 80% of companies use social media for recruitment; % of these using LinkedIn 95% Source: http://www.socialnomics.net/2011/06/07/10-wow-social-media-statistics/ 7
  8. 8. Social Media Statistics One in every nine people on Earth is on Facebook (750M) Each Facebook user spends on average 15 hours and 33 minutes a month on the site More than 250 million people access Facebook through their mobile devices YouTube has 490 million unique users who visit every month (as of February 2011) Source: http://www.socialnomics.net/2011/06/07/10-wow-social-media-statistics/ 8
  9. 9. Social Media Statistics 9
  10. 10. Social Media Statistics 10
  11. 11. The Old World… 11
  12. 12. …The New World 12
  13. 13. 13
  14. 14. 14
  15. 15. 15
  16. 16. Why Social Media? Increase your online visibility Increase awareness of company brand Broaden your professional network Find undiscovered connections Prepare background for meetings Deepen relationships with customers Increase communication with audiences Improve search engine prominence Increase web or blog traffic Find new prospects and turn them into customers 16
  17. 17. Why Social Media? Increase your online visibility Increase awareness of company brand Broaden your professional network Find undiscovered connections Prepare background for meetings Deepen relationships with customers ‫שיח שמוביל לשינוי‬ Increase communication with audiences Improve search engine prominence Increase web or blog traffic Find new prospects and turn them into customers‫בוק‬ ‫פייס‬ ‫מ‬ tra ffic ‫את‬ ‫העל‬ 17
  18. 18. 18
  19. 19. Why? 19
  20. 20. Why Get Involved? If you don’t dive in, others will define who you are.” Clive Thompson, Journalist & Blogger, NY Times Magazine, September 2008 20
  21. 21. Why Get Involved?Markets are conversations The networked market knows more than companies do about their own products Online markets are not the same markets used to watch TV ads – markets are now networked person to person, smarter, and involved in constant conversation Companies can now communicate directly with the market – and should do it right the first time! And the conversation is going to happen with or without you! In order to control your brand, participate in the conversation. 21
  22. 22. ‫מדברים עלינו הרבה ובכל מקרה‬ ‫22‬
  23. 23. Why? (take2) 23
  24. 24. 24
  25. 25. (http://www.socialnomics.net)25
  26. 26. 26
  27. 27. Who? 27
  28. 28. Who? “Employees are the brand, give them a voice”IBM social media strategy, Sep 2008 28
  29. 29. Who? 29
  30. 30. How? 30
  31. 31. How To? 31
  32. 32. How To? 32
  33. 33. Social Media Strategy 33
  34. 34. Why Set Up a Strategy? Our main goals: 1. Listen to your customers Find out where your customers are Find out what your customers think of you and your competitors Find out what your customers passion points are 2. Build or introduce your brand Introduce an existing brand to a larger audience Introduce a new product or service 3. Gather unique feedback Use your blog to run ideas past loyal readers before you launch them Use social media to recruit a team of beta testers Use social media to ask direct questions 4. Demonstrate personality By communicating as a person and not as the company 34
  35. 35. Why Set Up a Strategy? 35
  36. 36. Social Media Strategy Determine your goals Sample goals: Generate leads Build brand and awareness Educate customers Drive sales Improve communication with customers 36
  37. 37. Social Media Strategy 37
  38. 38. Social Media Strategy Define the target audience/segment(s) Existing customers Potential customers Geographical regions etc. Understand how your target audience uses social media Listen and follow the conversations Which tools should we use? What are we doing with analytics tools? 38
  39. 39. Implementing SM Strategy Start by listening - learn by watching others Find internal owner - which department/individual ultimately takes the responsibility Employees’ involvement - understand their level of knowledge and interest. Offer training. Technology capabilities to support the strategy 39
  40. 40. Key Success Factors Trust your employees Don’t expect success overnight - social media should fit into the company’s overall strategy and help it reach its long-term goals The best way to start - pick manageable, measurable goals Measure social media ROI 40
  41. 41. Value 41
  42. 42. Who is Doing It Right? 42
  43. 43. Who is Doing It Right? 43
  44. 44. Who is Doing It Right? 44
  45. 45. Thank You! Ronen Offer Sigalit Sobel Savyon April Business Consulting Ministry of Eduction 03-5444119 02-5602348 054-4526725 054-4400867 ronen@aprilbc.com sigalitso@education.gov.il www.aprilbc.com www.edu.gov.il
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