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How Social Is your Media - about tactics and strategy for Switzerland Convention + Incentive Bureau
 

How Social Is your Media - about tactics and strategy for Switzerland Convention + Incentive Bureau

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How Social is your Media? A first exploration of new opportunities for destinations and the supply chain to conferences & event organizers from the participant's perspective. A keynote for Switzerland ...

How Social is your Media? A first exploration of new opportunities for destinations and the supply chain to conferences & event organizers from the participant's perspective. A keynote for Switzerland Convention & Incentive Bureau General Assembly 19 May 2011 Hotel Bellevue Palace, Bern, Switzerland
by Ruud Janssen, CMM
http://www.tnoc.ch
@ruudwjanssen

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    How Social Is your Media - about tactics and strategy for Switzerland Convention + Incentive Bureau How Social Is your Media - about tactics and strategy for Switzerland Convention + Incentive Bureau Presentation Transcript

    • how social is your media? Ruud Janssen @ruudwjanssen www.tnoc.ch©TNOC | 2011 | www.tnoc.ch graphic source: Rego.ch
    • what is your objective? “If you aim at nothing, you’ll hit it every time” zig ziglar©TNOC | 2011 | www.tnoc.ch
    • image credit: David Armano adapted by Ruud Janssen©TNOC | 2011 | www.tnoc.ch
    • Ruud Janssen, CMM ©TNOC | The New Objective Collective www.tnoc.ch Crafting Live, Hybrid & Digital Footprints™ for Organisations and Events Bespoke social media strategist & online collaboration enabler TEDxBasel Founder & Curator MPI international board of directors Board member Meeting Support Institute Board member Project Meeting Architecture Judge of EIBTM Worldwide Technology Watch Awards Accredited MPI global trainer & facilitator Captivate | Cultivate | Elevate©TNOC | 2011 | www.tnoc.ch
    • 1 content 2 continuity context 4 3 connectivity graphic source: David Armano adapted by Ruud Janssen©TNOC | 2011 | www.tnoc.ch
    • would you like to test the waters?©TNOC | 2011 | www.tnoc.ch
    • one message One message before Social Media… before social media©TNOC | 2011 | www.tnoc.ch
    • ©TNOC | 2011 | www.tnoc.ch
    • ©TNOC | 2011 | www.tnoc.ch
    • one message One message before Social Media… after social media©TNOC | 2011 | www.tnoc.ch
    • ©TNOC | 2011 | www.tnoc.ch
    • ©TNOC | 2011 | www.tnoc.ch
    • do you have the essentials for 2012?©TNOC | 2011 | www.tnoc.ch
    • ©TNOC | 2011 | www.tnoc.ch
    • what is your objective? “If you aim at nothing, you’ll hit it every time” zig ziglar©TNOC | 2011 | www.tnoc.ch
    • question to ask yourself before we begin©TNOC | 2011 | www.tnoc.ch
    • what do they see?©TNOC | 2011 | www.tnoc.ch
    • what do they care about?©TNOC | 2011 | www.tnoc.ch
    • how do they want to be listened to?©TNOC | 2011 | www.tnoc.ch
    • what initiatives do they take?©TNOC | 2011 | www.tnoc.ch
    • http://chat.myswitzerland.com/index_de.php©TNOC | 2011 | www.tnoc.ch
    • what actions are you looking for them to take?©TNOC | 2011 | www.tnoc.ch
    • what touchpoints can you offer? 4 2 3 1how do you connect the personal touchpoints©TNOC | 2011 | www.tnoc.ch
    • what touchpoints do they experience? 4 2 3 1 what behaviour change do you want to see?©TNOC | 2011 | www.tnoc.ch
    • ask yourself before you begin: what is your strategy? “ tactics without strategy is the noise before defeat ” sun tzu©TNOC | 2011 | www.tnoc.ch
    • conversation leveraging gobal market community organisation personal elements of social media strategy©TNOC | 2011 | www.tnoc.ch
    • personal communications objectives Market, World personal ‣ build a personal brand Community ‣ generate leads ‣ build network value Organization ‣ keep informed ‣ establish expertise Personal©TNOC | 2011 | www.tnoc.ch
    • internal communications objectives ‣ document knowledge Market, World internal communicationsideas ‣ generate Community ‣ improve retention ‣ reduce costs ‣ identify leaders Organization ‣ communicate quickly Personal ‣ strengthen culture©TNOC | 2011 | www.tnoc.ch
    • customer communications objectives Market, World customer ‣ generate ideas communications ‣ build brand reputation Community ‣ gain referrals Organization ‣ energize enthusiasts ‣ cheap, fast research Personal ‣ reduce support cost©TNOC | 2011 | www.tnoc.ch
    • market communications objectives Market, World market communications ‣ increase visibility Community ‣ market intelligence ‣ competitor intelligence ‣ brand intelligence Organization ‣ crisis mitigation Personal©TNOC | 2011 | www.tnoc.ch
    • implementation: grow from your comfort zone slowly Market, World Community Organization Personal I can get my we can keep we could always OMG what if they feet wet it private pull the plug say something bad? ...but start listening at all levels now©TNOC | 2011 | www.tnoc.ch
    • implementation: strength at one level can be leveraged to the next level Market, World Community Organization Personal teams create and brand evangelists leaders ignite contextualize multiply and echo team messages to the message participation outside world everywhere ...but start listening at all levels now©TNOC | 2011 | www.tnoc.ch
    • ©TNOC | 2011 | www.tnoc.ch graphic source: Rego.ch
    • tactical elements of social media©TNOC | 2011 | www.tnoc.ch
    • implementation: each tool has it own strengths and weaknesses fast followers, faster news shallow friends, noisy deep connections, viral private, slow building great control, unlimited content slow building, commitment©TNOC | 2011 | www.tnoc.ch
    • Personal Friend request your address book contacts Friend request Facebook/ Research contact’s Nice to hear from you! LinkedIn personal profile Let’s do lunch! recommendations Answer LinkedIn Follow up with requestor, Questions in your area of request friend connection expertise intelligence: social networks for lead generation©TNOC | 2011 | www.tnoc.ch
    • www.myswitzerland.com Social Media Policy Switzerland Convention & Incentive Bureau Version: Sunday, 8 May 2011 version 1.0 ©TNOC | 2011 | www.tnoc.ch Organization Social Media Policy Proposal SCIB Prepared for: Barbra Albrecht, General Manager Switzerland Convention & Incentive Bureau (SCIB) Prepared by: Ruud Janssen, CMM, Managing Director TNOC Version date: 8 May 2011 intelligence: internal wikis and networks©TNOC | 2011 | www.tnoc.ch
    • Community Appendix 6: Overview of Strategic and Official Partners. Strategic Partners Official Partners intelligence: community idea forums Switzerland Tourism Medium-term Planning 2012–2014 | 50©TNOC | 2011 | www.tnoc.ch
    • Market, World intelligence: community idea forums©TNOC | 2011 | www.tnoc.ch
    • Market, World intelligence: analytics dashboards©TNOC | 2011 | www.tnoc.ch
    • Market, World intelligence: conversation mining©TNOC | 2011 | www.tnoc.ch
    • Market, World intelligence: conversation mining©TNOC | 2011 | www.tnoc.ch
    • conversation leveraging gobal market community listening messaging[intelligence] [advertising] organisation personal elements of social media strategy©TNOC | 2011 | www.tnoc.ch
    • defining your strategy map©TNOC | 2011 | www.tnoc.ch
    • from the perspective of the users©TNOC | 2011 | www.tnoc.ch
    • to drive business results©TNOC | 2011 | www.tnoc.ch
    • tactical elements of social media©TNOC | 2011 | www.tnoc.ch
    • ask yourself before you begin: what is your objective? “If you aim at nothing, you’ll hit it every time” zig ziglar©TNOC | 2011 | www.tnoc.ch
    • tactical elements of social media©TNOC | 2011 | www.tnoc.ch
    • interested?©TNOC | 2011 | www.tnoc.ch
    • are you prepared to join a workshop?©TNOC | 2011 | www.tnoc.ch
    • or do you prefer to be last in line?©TNOC | 2011 | www.tnoc.ch
    • would you like to test the waters?©TNOC | 2011 | www.tnoc.ch
    • workshops to explore touchpoints clients experience? suggested actions: plan workshops involving the supply chain in pilot destinations©TNOC | 2011 | www.tnoc.ch
    • who would like to take initiative?©TNOC | 2011 | www.tnoc.ch
    • first things first...lead the way©TNOC | 2011 | www.tnoc.ch
    • how social is your media? Ruud Janssen @ruudwjanssen www.tnoc.ch©TNOC | 2011 | www.tnoc.ch
    • Ruud Janssen, CMM ©TNOC | The New Objective Collective www.tnoc.ch ruud.janssen@tnoc.ch Crafting Live, Hybrid & Digital Footprints™ for Organisations and Events Bespoke social media strategies & online collaboration solutions Accredited MPI global trainer & facilitator TEDxBasel Founder & Curator MPI international board of directors Board member Meeting Support Institute Board member Project Meeting Architecture Judge of EIBTM Worldwide Technology Watch Awards Captivate | Cultivate | Elevate©TNOC | 2011 | www.tnoc.ch
    • inspiration and (re)sources: ‣www.tnoc.ch ‣www.tedxbasel.com ‣www.tnoc.posterous.com ‣www.myswitzerland.com ‣www.interactivemeetingtechnology.com ‣www.wordpress.com ‣www.scribd.com ‣www.ted.com ‣www.twitter.com ‣www.mpiweb.org ‣www.twubs.com/tnoc ‣www.twubs.com/myswitzerland Twitter # hashtags to search ‣www.flickr.com ‣#eventprofs ‣innovationinsight ‣#switzerlandcvb ‣www.hootsuite.com ‣#engage365 ‣www.bluewiremedia.com.au ‣#eventprofs ‣www.rega.ch ‣#tnoc©TNOC | 2011 | www.tnoc.ch