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Dimensions and Approach to Social Media
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Dimensions and Approach to Social Media


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It is about People and not consumers in Social Media. Need to belong and be significant is why people use SM

It is about People and not consumers in Social Media. Need to belong and be significant is why people use SM

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  • 1. It’s either social or it’s not media.2/21/2012
  • 2. Social MediaA new kind of public space. 2/21/2012
  • 3. Exists to fuelconversations,connections andshape opinion. 2/21/2012
  • 4. Old behaviors, new technologiesThe most populartechnologies of the lastdecade –Facebook, SMS, BBM, Twitter,Mobile –each tool helps people dowhat we have been doingsince the 50s. 2/21/2012
  • 5. Social Media is about people and not consumers2/21/2012
  • 6. When it’s about “people”, relationships are built on mutual trust, interest and benefit.2/21/2012
  • 7. People love Social Media2/21/2012
  • 8. We fear the “one” and crave the“many” – this is our human nature Nobody wants to be alone…2/21/2012
  • 9. Driven by a social survival mechanism that compels us to connect2/21/2012
  • 10. We are born to connect.It’s a dialogue, not monologue 2/21/2012
  • 11. 2/21/2012
  • 12. Driven by our two most fundamental social needs2/21/2012
  • 13. Need to belong2/21/2012
  • 14. “Where am I in this story?”2/21/2012
  • 15. Need to Belong What can brands do ?2/21/2012
  • 16. Need to be Significant2/21/2012
  • 17. I want to tell MY story… how areyou helping?2/21/2012
  • 18. Need to be Significant What can brands do ?2/21/2012
  • 19. People are more demanding, morediscerning and more connectedand the behavior is informationbased enabled by technology. 2/21/2012
  • 20. Delight me and I will share with others. Satisfy me and I’ll leave you…2/21/2012
  • 21. Content is only as good as the Context Increasingly brands are focusing on context as relationships are valued and limited by nature 2/21/2012
  • 22. Marketers adapting Social Media2/21/2012
  • 23. Intel Center of Excellence2/21/2012
  • 24. Three dimensions of Social Media Brand to People People to Brand People to People2/21/2012
  • 25. Brand to PeopleCreating dialogue, conversation and buildingconnection with brand and relating the brandwith lives and goals of people 2/21/2012
  • 26. Engagement2/21/2012
  • 27. 2/21/2012
  • 28. Advocacy2/21/2012
  • 29. Coca-Cola Ford Fiesta moments Nissan – My Versa Road TripIdentifying and engaging with top influencers as well as torespond to key drivers of customer satisfaction to enhanceexperience 2/21/2012
  • 30. Insights2/21/2012
  • 31. Create a community around a brand, while building a greatreputation for responsiveness. 2/21/2012
  • 32. Retention2/21/2012
  • 33. The Citi ThankYou Point Sharing App. MyCokeRewards 2/21/2012
  • 34. Enhanced Service2/21/2012
  • 35. Not only book flights via the Facebook app, but can also check in for flights and check their flight status using it. Delta Facebook Ticket Counter app can help customers print out boarding passes.The Mhbuddy from Malaysia Airlinespeople to see if their Facebook friendsare on the same flight and even changetheir seats so that they can sit with eachother where possible. 2/21/2012
  • 36. Identify and Reduce Brand Risk2/21/2012
  • 37. 2/21/2012
  • 38. Attracting new business opportunities2/21/2012
  • 39. American Express open forum website - Place for small business owners to help grow their business. As small business grow, their need for credit, loans and other financial products also grow.2/21/2012
  • 40. Crises Communication2/21/2012
  • 41. The 2011 weather disruptions and ash cloudsThe use of social media allowed Airlines in providing consumers withinstant updates literally as they were happening. 2/21/2012
  • 42. Idea Generation2/21/2012
  • 43. 2/21/2012
  • 44. People to Brand What people want is to have brandsreach out to them and solve problems 2/21/2012
  • 45. @ Delta Assist2/21/2012
  • 46. People to PeopleThis is where most brands struggle to create value2/21/2012
  • 47. Interactive and in Control  They are talking to each other  There is a vast –self answering community on social networks  People want their voice and opinion to be heard 2/21/2012
  • 48. Mainstream websites This satisfies the need these sites have for content and theneed the brand has for publicity Forums /Message Boards Brand Feedback Social Media Assets Client Links and traffic Empower Brand Website Content Advocacy Be where people News, Events, Customer Service, and Support communicate Personal Blogs
  • 49. 2/21/2012
  • 50. Approach to Social MediaLearning to love is learning to let go. 2/21/2012
  • 51. Age of Multiple home page for brands2/21/2012
  • 52. Coke is mentioned 5,000 times a day on the internet 2/21/2012
  • 53. Coca-Cola social media strategyReview the latest “buzz” surrounding Coca- ColaRespond to this opinion on the internet, Coke has “subject matter experts”,tasked in subject matters.Recording involves producing information with relevance and commoninterest for placement ranging from blog posts to short viral videosRedirecting is to bring information and content to consumers viaconnections from Google and Facebook to MyCokeRewards building “link love”. 2/21/2012
  • 54. 2/21/2012
  • 55. Approach to building relationships2/21/2012
  • 56. Listen Participate Collaborate2/21/2012
  • 57. Set-up right2/21/2012 infrastructure
  • 58. Using customer insights gleaned from social media to drive product development Process Disseminating customer insights gleaned from social media to key decision makers Detecting early threats to the brand ( early warning systems)2/21/2012
  • 59. Dedicated resources devoted to social media monitoringOrganization Dedicated resources devoted to online community management2/21/2012
  • 60. Centralized repository for Knowledge consumer generated content and insights2/21/2012
  • 61. Social Online community Platforms Social Media monitoring toolsTechnology Customer Data Repository Digital dashboards/ Performance reporting tools Customer Data Analytic software2/21/2012
  • 62. Listen to conversation Identify relevant networks Participate in conversations by delivering relevant contentBuild Relationship with Prospect Identify and Develop Create Trust and Increase Evangelists TOM2/21/2012
  • 63. How will your brand help me belong? How will your brand help me be significant?2/21/2012
  • 64. Don’t sell Products. Sell a communityGive everyone a voice2/21/2012