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Presentation given in the class "E-business and Understanding Business" at the IT University of Copenhagen on march 21st 2012.

Presentation given in the class "E-business and Understanding Business" at the IT University of Copenhagen on march 21st 2012.

Published in: Business, Technology

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  • 2. AGENDA 2• What is social media?• Which types of social media users exist?• Why should businesses engage in social media?• How can businesses engage in social media?• Thesis on humanitarian organizations use of Facebook
  • 4. SOCIAL MEDIA A DEFINITION 4 “A group of Internet-based applications that build on the ideological and technological foundations of web 2.0 and that allow the creation and exchange of user-generated content”
  • 5. PLATFORMS/CHANNELS LOTS OF DIFFERENT TYPES 5 • Blogs/Forum/RSS (Wordpress, Blogger, Feedreader ect.) • Microblogs (Twitter, Wooxie etc.) • Video and Image-sharing (YouTube, Flickr, Pinterest etc.) • Social Networking (Facebook, Google+, LinkedIn ect.) • Social bookmarking (, ect.) • Knowledge sharing (Wikipedia, Prezi, Slideshare ect.) • Music, entertainment sites (Spotify, Ping, Moof ect.) • Review sites (, etc.) • Location based services (Foursquare ect.) • ………………….
  • 6. HUMANS WHAT’S UP WITH US? 6 • We love to talk • We love to engage in passionate matters • We love to respond to other peoples passionate comments • We love to mirror ourselves against others • We love to reinsure our own raison detre (existence) • We love to socialize We love to talk in order to be heard • We love to express our opinion • We love to be “seen”
  • 7. FORRESTER SOCIAL TECHNOGRAPHICS LADDER 7 • The Creator: The person who creates social media for the world to see. This type of user will publish blog posts or web pages, upload videos/images/audio and share content online. • The Conversationalist: The person updates status on social networking sites and tweet at least on a weekly basis. • The Critic: The person who responds to content posted by others. Posts ratings and reviews of products and services, comments on blogs and forums and contributes to articles in a wiki. • The collector: The person who organizes content for themselves or others using RSS feeds, social bookmarking and photo or page tagging. • The Joiner: The person who joins, maintain and visit multiple social networking sites like Facebook and Twitter. • The Spectator: The person who reads blogs, online forums and tweets. Search for user reviews and ratings, views user-generated videos and listens to podcasts. • The Inactive: The person who is online but in no way participates in any form of social media. Doesn’t post anything or read anything which is user-generated content.Forrester Research, Inc.
  • 8. TYPES WHO ARE YOU? 8 American Technographics Online Benchmark Survey, Q3 2011 (US, Canada), European Technographics Online Benchmark Survey, Q3 201
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  • 20. SOCIAL MEDIA REASONS TO GET INVOLVED 20• Improve image/brand (reputation) – What about crisis?• Create brand awareness• Input for product development (even co-creation)• Improve customer service• Closer dialogue with customers• Increase turnover?• Generate leads• Other?
  • 21. SOCIAL BUSINESS WHAT DOES IT MEAN? 21• A change in the perception of business• Anyone who is connected has a powerful voice and• These voices have impact and change peoples expectations and minds• Companies need to know how brands are being discussed online – They need to listen and learn!• Companies need to deliver and act upon these insights• In order to do so the way companies communicate is changing
  • 22. SOCIAL MEDIA COMMUNICATION 22Wu, Michael: A Scientists View of Social CRM (2010)
  • 23. THE NEW MARKETING FUNNEL WHAT HAS CHANGED? 23Bernoff, Josh: Empowered (2010)
  • 24. ADVERTISING TRUST 24Nielsen: Globel Online Survey, Q1 2011
  • 25. SOCIAL MEDIA STRATEGY 251. Understand the different platforms/channels – Which platforms should we utilize? – How are these platform connected to each other? – does it make sense?2. Define how/why social media can boost the company – Social media is not for everyone! – What is it, that you would like to improve, reach, obtain? – Which points are measureable (KPI’s) – Sales, signups, cost reduction , customer service, reviews, reputation, leads?3. Cover market/market shares – how is the relevant communication shaped today and in the future? – Market situation, competitors etc. – How do others do it (good/bad)
  • 26. SOCIAL MEDIA STRATEGY 264. How do we interact with our market and target groups – now and later on? – Define target group(s) + investigate behaviour online – Define and discover influentials, ambassadors, first movers etc. – Where on the internet are your target group?5. Dedicate resources – Social media management - Who is responsible for inquiries? – Social media engagement – creating engaging content – Monitoring the brand – Social media analytics6. Image – Tone of voice, update frequency, events, campaigns ect.
  • 27. MY THESIS HUMANITARIAN ORGANIZATIONS ON FACEBOOK 27Research question: “Can Facebook be used in order to create value forhumanitarian organizations as well as their users?”• Marketing• Communication• Sociology and psychology• Motivation• Acknowledgement