Social Media: Make it social - Get better connected

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Get better connected with your customers through the use of Social Media.

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Social Media: Make it social - Get better connected

  1. 1.  MAKEITSOCIALGet better connected with your customers through the use of Social Media
  2. 2. Time to get social & personal2 The Social Media wave  It’s a tidal force on the Internet  Deal with it or loose your foothold  It’s affecting your organization  Whether you know it or not
  3. 3. 12.05.2016 Time to get social & personal3 It’s is too big too take lightly  Social Media is another evolutionary step in information exchange  It holds great opportunities  And many threats
  4. 4. 12.05.2016 4  Don’t mess with it unless you know what you’re doing 2. The risks  Give people personally relevant and good content 3. How to use it  Get better connected with customers and employees 1. Why use it 12/05/2016 Three things you’ll learn about Social Media
  5. 5. 12.05.2016 Time to get social & personal5 Why use it  Get better connected with customers and employees  On the web with technologies like youtube, flickr, facebook, twitter, wikipedia…
  6. 6. 12.05.2016 6 Social Media is all about people… CONNECTING
  7. 7. 12.05.2016 Time to get social & personal7 With family, friends, colleagues, customers…
  8. 8. 12.05.2016 Time to get social & personal8 Social Media is another evolutionary step in the way Internet is a connector of people. – Vinton G. Gerf, VP & Chief Internet Evangelist, Google http://www.youtube.com/watch?v=oxySmrn-IwQ&feature=channel It’s a connector of people “ ”
  9. 9. 12.05.2016 Time to get social & personal9 People have instantly recognized its value
  10. 10. 12.05.2016 Time to get social & personal10 Because humans are social creatures
  11. 11. 12.05.2016 Time to get social & personal11 And herd animals
  12. 12. 12.05.2016 Time to get social & personal12 It fulfills an eternal human urge: Connecting  Getting together  Sharing experiences  It nourishes us  Makes us strong
  13. 13. 12.05.2016 Time to get social & personal13 Today, we can connect with blinding speed
  14. 14. 12.05.2016 Time to get social & personal14 Easier than ever before
  15. 15. 12.05.2016 Time to get social & personal15 With the Internet and the Web as the platform… Source: MIT's Technology Review, Mapping the internet  A map of the global Internet ▬ 700 million computers connected in a network of networks
  16. 16. 12.05.2016 Time to get social & personal16 And Social Media technologies…
  17. 17. Time to get social & personal And a few keystrokes...
  18. 18. 12.05.2016 Time to get social & personal18 We have instant worldwide reach
  19. 19. 12.05.2016 Time to get social & personal19 No wonder why usage has exploded
  20. 20. 12.05.2016 20 Everyone is online The World Wide Web  1,6 billion users  60 % of the population in EU  76 % of the population in the Nordic countries Source: Eurostat – ICT statistics
  21. 21. 12.05.2016 21 Flocking around Social Media  No fad  Usage has exploded  70% of all internet users use it  Can’t be all kids  More people are watching videos online than using e-mail  Has surpassed porn sites in popularity
  22. 22. 12.05.2016 Time to get social & personal22 Using a wide variety of tools
  23. 23. 12.05.2016 Time to get social & personal23 Creating a new era of connectedness  People are talking, ranting, complaining, praising, reviewing, and sharing everything online for the world to see. You won’t believe…” ”Check this out…””Did you hear…” ”Funniest thing ever..” ”Saw this on MSN…” ”Sucks.” ”Stay away…”Useful!” ”Great! ”BAD!”
  24. 24. Time to get social & personal The dominant player Google has 82 percent market share It all starts here
  25. 25. 12.05.2016 25 Other popular tools
  26. 26. 12.05.2016 Time to get social & personal26 The figures are BIG and growing fast
  27. 27. 12.05.2016 Time to get social & personal27 YouTube.com >100,000,000 videos Flickr.com ~ 3,000,000,000 images Facebook.com ~ 275,000,000 visitors pr. month Blogs ~ 200,000,000 LinkedIn.com ~ 40,000,000 users Wikipedia ~ 65,000,000 visitors pr. month Digg.com ~ 33,000,000 visitors pr. month Twitter.com ~ 6,000,000 users Innocentive.com ~ 160,000 contributors SecondLife ~ 1,500,000 residents
  28. 28. 12.05.2016 Time to get social & personal28 Now, to the BIG question for businesses…
  29. 29. 12.05.2016 Time to get social & personal29 Do you want to be better connected with your customers and employees
  30. 30. 12.05.2016 Time to get social & personal30
  31. 31. 12.05.2016 Time to get social & personal31 Would you like them to take notice and be your fans
  32. 32. 12.05.2016 Time to get social & personal32
  33. 33. 12.05.2016 Time to get social & personal33 Would you like them to be your ambassadors
  34. 34. Time to get social & personal34 We’re in the business of connecting with people. – Trevor Edwards, VP Global Brands, NIKE Companies are saying: YES “ ”
  35. 35. 12.05.2016 35 Companies are saying: YES 75 percent of Fortune 1000 companies with websites will have undertaken some kind of online social networking initiative for marketing or customer relationship purposes in the next year. October 2008 “ ”
  36. 36. 12.05.2016 Time to get social & personal36 To find something comparable, you have to go back 500 years to the printing press, the birth of mass media. – Rupert Murdoch, owner of News Corp and MySpace “ ”
  37. 37. 12.05.2016 37 Main benefits of Social Media  Be findable  Engaging and interacting with audiences  Direct customer communication  Learning customer preferences  Instant feedback  Low cost  Reach wider audience  Brand building  Lead generation  Customer service Source: Marketing executives Networking Group (MENG), ”Social Media in Marketing, Nov. 6, 2008
  38. 38. 12.05.2016 38 Main uses of Social Media  Communicationg news online  Offer alerts, updates and feeds  Enliven news and content with multimedia  Customizing content  Demonstrating thought leadership  Harness collective intelligence  Contact management  Event coverage  Crisis management  Sponsoring affinity groups and widgets
  39. 39. Time to get social & personal In 2009, if you’re digital presence does not include Social Media, you’re missing an awful lot of opportunities. – Anders Lindgren, marketing director, Steria Scandinavia “ ”
  40. 40. 12.05.2016 Time to get social & personal40 Business Week sums it up nicely
  41. 41. 12.05.2016 Time to get social & personal41 For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there for a long time. If your business isn’t pulling itself out there, it ought to be. February 19, 2009 “ ”
  42. 42.  12.05.2016 42  Don’t mess with it unless you know what you’re doing 2. The risks  Give people what they want 3. How to use it  Get better connected with customers and employees 1. Why use it 12/05/2016 Three things you’ll learn about Social Media
  43. 43.  The risks of Social Media  Don’t mess with Social Media unless you know what you’re doing
  44. 44.  12.05.2016 44 Be aware of the dangers  Empower and educate your employees  It’s a different world  Old rules don’t apply  It’s a new ballgame
  45. 45.  12.05.2016 Time to get social & personal45 The reason is this
  46. 46.  12.05.2016 Time to get social & personal46 Herd mentality reigns
  47. 47.  12.05.2016 Time to get social & personal47 The online BUZZ about your organization…
  48. 48.  Time to get social & personal Can be great
  49. 49.  12.05.2016 Time to get social & personal49 Or really bad
  50. 50.  12.05.2016 Time to get social & personal50 Either way, it spreads quickly They don’t call it Viral for nothing
  51. 51.  12.05.2016 Time to get social & personal51 So be cautious
  52. 52.  12.05.2016 52 Remember the good old days  A consumer who experience a bad customer service situation will tell 10 or 20 people?  How does 1.3 million sound? That’s the new reality
  53. 53.  12.05.2016 53 Example 1  A story of Social Media embarrassment:  The sleeping service technician  To date, viewed 1.3 million times
  54. 54.  12.05.2016 54 Example 2  “In videos posted on YouTube and elsewhere this week, a employee of well known restaurant chain in the U.S. prepared sandwiches for delivery while putting cheese up his noce, nasal mucus on the sandwhich.” - New York Times, April 16, 2009
  55. 55.  Time to get social & personal55 You must have a clear strategy  Align the use of Social Media with your internal and external communication plan  What to do  What NOT to do
  56. 56.  12.05.2016 56 TIP! Use the SteriaSOCIAL method  Assess: Investigate your customers’ and employees’ social activities  Objectives: Determine what you want to achieve  Strategy: Choose the areas which is most relevant and likely to engage your audiences  Technology: Decide on which tools and solutions to use  People: Train and empower your people  Processes: Don’t underestimate the time it takes  Measure: Measure your progress and fine-tune your approach The method was created by Steria to help people get started with Social Media
  57. 57.  12.05.2016 57 Shy away from these marketing scams
  58. 58.  12.05.2016 Time to get social & personal58 OK, let’s wrap it up
  59. 59.  Time to get social & personal The biggest risk with Social Media is to do nothing
  60. 60.  12.05.2016 Time to get social & personal60 You have to do something
  61. 61.  12.05.2016 Time to get social & personal61 It will be the topic of the next chapter
  62. 62. 12.05.2016 62  Don’t mess with it unless you know what you’re doing 2. The risks  Give people what they want 3. How to use it  Get better connected with customers and employees 1. Why use it 12/05/2016 Three things you’ll learn about Social Media
  63. 63. How to use it  Give people what they want
  64. 64. 12.05.2016 Time to get social & personal64 To use Social Media right…
  65. 65. 12.05.2016 Time to get social & personal65 You need to do one simple thing
  66. 66. 12.05.2016 66 It is the ”red thread” of this chapter
  67. 67. 12.05.2016 67 Start multiprocessing Choose relevance Want easiness Speed up Use noise filter Seek guidance Focus on giving people what they want 12/05/2016 6 ways people adapt to modern life Be personally relevant Make things easy Get to the point, quickly Don‘t be marketing noise Provide guidance When using Social Media:
  68. 68. 12.05.2016 Time to get social & personal68 Get to the point, quickly
  69. 69. 12.05.2016 69 It takes only ½ a second …  Research indicates that people spend less than ½ second to “decide” if something is worth giving more attention to, or not.
  70. 70. 12.05.2016 Time to get social & personal70 Be personally relevant
  71. 71. 12.05.2016 71 Relevancy has always been relevant By far the most important factor explaining likeability is the extent to which the commercial is meaningful for the viewer. – Giep Franzen, 1994 “ ”
  72. 72. 12.05.2016 72 Today, relevancy is more relevant than ever Customer Bullsh*t meters are hypersensitive. Irrelevant ads cause a disconnect - bad scent. Relevant ads and content offer good scent. – Bryan Eisenberg, Future Now, Chicago ad:tech 2006 conference “ ”
  73. 73. 12.05.2016 Time to get social & personal73 Don’t be noise
  74. 74. 12.05.2016 74 “The information explosion” Sources: (1) The Diverse and Exploding Digital Universe, March 2008, An IDC White Paper - sponsored by EMC (2) How Much Information?, UC Berkeley School of Information Management and systems, 2003 Size of circles indicate amount information produced worldwide
  75. 75. Time to get social & personal More information will be created in the next three years than in the history of time. – Berkley School of Information Management, 2002 “ ” The exploding digital universe
  76. 76. 12.05.2016 Time to get social & personal76 There is just way too much information  The advances in worldwide communications  The information explosion in the Internet  The growth of news and other media  The increase in publishing © Photo: Mathias Kulka / Corbis / Scanpix
  77. 77. 12.05.2016 Time to get social & personal77 Especially marketing noise…
  78. 78. 12.05.2016 Time to get social & personal78
  79. 79. 12.05.2016 Time to get social & personal79 …and advertising noise
  80. 80. 12.05.2016 80 Ads are everywhere  The average person is exposed to ~ 2,000 advertising messages/day  87,600,000 throughout their lives
  81. 81. 12.05.2016 Time to get social & personal81 Not only are people immune
  82. 82. Time to get social & personal We use the smartest noise filter in the world OUR MIND  People who live near train lines find ways to adjust to the noise ...  We treat encroaching advertising and marketing just like those trains
  83. 83. 12.05.2016 Time to get social & personal83 People have become highly sophisticated They mentally tune out messages that do not resonate immediately with their own desires or needs
  84. 84. 12.05.2016 Time to get social & personal84 We actively try to avoid ads…
  85. 85. 12.05.2016 Time to get social & personal85 Please, spare me… 70% of consumers would be interested in products or service that help them avoid marketing messages – Yankelovich Marketing and Forrester Research
  86. 86. 12.05.2016 Time to get social & personal86 … and believe they lie
  87. 87. 12.05.2016 87 Stop the Bullsh*t  76% of consumers don’t believe that companies tell the truth in advertisements Source: Yankelovich, 2006
  88. 88. 12.05.2016 Time to get social & personal88 Provide guidance
  89. 89. 12.05.2016 89 Help people find the way  There is just way too much information for us to absorb, filter and sort out  To save time, people are forced to seek expert advice and guidance
  90. 90. 12.05.2016 Time to get social & personal90 Make things easy
  91. 91. 12.05.2016 91 Everything should be extremely userfriendly Usability is a term used to denote the ease with which people can employ a particular tool or other human-made object
  92. 92. 12.05.2016 Time to get social & personal92 To sum it up
  93. 93. 12.05.2016 93 Back to our red thread
  94. 94. 12.05.2016 94 Start multiprocessing Choose relevance Want easiness Speed up Use noise filter Seek guidance Focus on giving people what they want 12/05/2016 6 ways people adapt to modern life Be personally relevant Make things easy Get to the point, quickly Don‘t be marketing noise Provide guidance When using Social Media:
  95. 95. Time to get social & personal95 The Social Media wave  It’s a tidal force on the Internet  Deal with it or loose your foothold  It’s affecting your organization  Whether you know it or not
  96. 96. 12.05.2016 Time to get social & personal96 It’s is too big too take lightly  Social Media is another evolutionary step in information exchange  It holds great opportunities  And many threats
  97. 97. 12.05.2016 Time to get social & personal97 Thank you and good look with your relations Produced by: Anders Lindgren
  98. 98. About the author Anders Lindgren is a digital pioneer, PR-veteran and content marketing specialist with two decades of experience as a marketing and communication director for large professional services firms, primarily PwC and Sopra Steria. He is passionate about sharing insights about all communication around people and brands that makes them SHINE. no.linkedin.com/in/anderlindgren+47 921 30 430anderlindgren@gmail.com

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