RMM - Guide to social technologies and their impact on different business functions

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  • RMM has been advising and helping organisations use social media, technologies and platforms since 2006. We’re a team of 15 analysts, trainers, workshop facilitators, project managers, media relations experts and content creators, headquartered in London with staff in Europe, USA, Australia and Japan. We sit on various panels and committees, such as the IAB social media council, helping to build industry standards for social media activity in Europe.
  • There’s a whole host of social media places in which a brand can be active – blogs, forums, networks, communities, market-places, social applications This makes it very hard to define what “social media” is. Moreover, the pace at which social media evolves makes spending lots of time trying to define social media a thankless and largely useless task.
  • There a number of ways a business or brand can implement social technologies that can affect a number of different business functions from marketing and PR, to customer service, research and development, corporate communications and even internal communications.
  • For more information, please contact me using the details below.
  • RMM - Guide to social technologies and their impact on different business functions

    1. 2. An introduction to social media technologies
    2. 3. Social technologies
    3. 4. Contents <ul><li>Social networks </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><li>Micro-blogs/Twitter </li></ul><ul><li>Video networks </li></ul><ul><li>Image networks </li></ul><ul><li>Location-based community services </li></ul><ul><ul><li>foursquare </li></ul></ul><ul><li>News/mainstream sites with social technologies </li></ul><ul><li>Blogs </li></ul><ul><li>Forums </li></ul><ul><li>Subject-specific online communities </li></ul><ul><li>Review/ratings sites </li></ul><ul><li>Social book-marking sites </li></ul><ul><li>Wikis </li></ul><ul><li>MMORPGs </li></ul><ul><li>Virtual worlds </li></ul>
    4. 5. Reminder: Objectives by business department
    5. 6. Objectives for organisations
    6. 7. Social networks
    7. 8. Facebook
    8. 9. Facebook Business function Activity Marketing/PR Status updates announcing new product launches Invite fans to brand events (i.e. in-store events) Post links to interesting coverage Post images from brand events or photo shoots Post videos from brand events, behind the scenes or demos Syndicate potential brand blog content Post quizzes, polls and competitions Sales/E-commerce Run exclusive gift with purchase offers Feature new products (e.g. application demonstration) Customer service experience/education Respond to fan questions/complaints R&D Encourage feedback on new brand product/initiative Set polls asking fans to vote on R&D issues
    9. 10. LinkedIn
    10. 11. LinkedIn Business function Activity PR / Marketing Create brand profile on LinkedIn Link profile to brand blogs and Twitter accounts Create profiles for key staff with links to external social media accounts Maintain key media contacts through personal LinkedIn profiles Maintain key client contacts through personal LinkedIn profiles HR Post job opportunities via Groups or via brand profile
    11. 12. Other networks <ul><li>Orkut (BRA) </li></ul><ul><li>Bebo </li></ul><ul><li>Skyrock (FR) </li></ul><ul><li>Tuenti (ES) </li></ul><ul><li>Splinder (IT) </li></ul><ul><li>Mixi (JPN) </li></ul><ul><li>Tencent (CHN) </li></ul><ul><li>Baidu Space (CHN) </li></ul><ul><li>Nasza-Klasa (PL) </li></ul><ul><li>Sonica (ARG) </li></ul><ul><li>GupShup (IND) </li></ul><ul><li>Xing (EUR) </li></ul><ul><li>ClubPenguin (EUR) </li></ul>
    12. 13. Micro-blogs
    13. 14. Twitter
    14. 15. Twitter Business function Activity Marketing/PR Status updates announcing new product launches Invite fans to brand events (i.e. in-store events) Link to interesting brand coverage Link to images from brand events or photo shoots Link to videos from brand events, behind the scenes or demos Post quizzes/competitions (inc. use of appropriate hashtags) Sales/E-commerce Tweet (and encourage re-tweet) of gift with purchase offer code Link to new products in the brand online store Customer Service/experience/ education Respond to fan questions/complaints Link to brand response in a public crisis
    15. 16. Yammer
    16. 17. Video networks
    17. 18. YouTube
    18. 19. YouTube Business function Activity Marketing/PR Upload TV commercials Upload product demonstration videos (with brand experts) Upload behind the scenes photo shoot videos Upload videos of brand charity work in action Upload interviews with brand models (esp. celebrity models) Customer Service Upload product Q&As/blogger roundtable videos Upload brand response video (in face of public crisis)
    19. 20. Image networks
    20. 21. Flickr
    21. 22. Flickr Business function Activity Marketing/PR Cross-promote events posted to other platforms (e.g. Facebook) with Flickr albums around events. Curate Flickr user photos around brand activities and events. Curate global user photos by mapping event photos to specific regions Create Flickr user groups around brand events or product offerings. Run photo-competitions to involve users in marketing process, e.g. user image is used as product logo. Customer service experience/education Respond to user questions / complaints. Brand management Buzz monitoring activity on photo comments.
    22. 23. Location-based community services
    23. 24. foursquare
    24. 25. foursquare Business function Activity Marketing/PR Create competitions and events around specific locations Utilise Foursquare’s ‘badge’ system to reward loyal users ‘checking in’ (where relevant) Brand management Identify loyal users and encourage brand advocacy Monitor comments and recommendations made around the organisation (where relevant) Sales/E-commerce Offer discounts and other incentives to loyal users ‘checking in’ to the organisation (where relevant)
    25. 26. News/mainstream sites
    26. 27. e.g. The Guardian
    27. 28. e.g. Huffington Post
    28. 29. News/mainstream Business function Activity Marketing/PR Maintain journalist / influencer relations to promote organisation Enable product previews for journalists Invite journalists to launches and exclusive events Brand management Daily buzz monitoring for brand mentions on news sites Crisis management activity where relevant R&D Release beta products for feedback and review Sales/E-commerce Run exclusive online offers with news site readers HR Post job openings on news site job listings.
    29. 30. Blogs
    30. 31. e.g. Engadget
    31. 32. Third-party blogs Business function Activity Marketing/PR Seed exclusive brand news to bloggers Leak exceptional brand content with viral potential (e.g. video) to bloggers Send new products to bloggers for review Advertise competitions/prize giveaways via bloggers Invite bloggers to tailored blogger events Customer service experience/education Monitor blogs for questions / complaints and create a response program. Brand management Conduct daily buzz monitoring for complaints. Conduct advocate programs with loyal bloggers R&D Invite bloggers to product-related discussion groups Conduct crowd-sourced R&D projects Invite bloggers to preview groups Sales/E-commerce Inform bloggers about new sales promotions Offer specific blog audiences temporary discount codes
    32. 33. e.g. RMM (Wordpress)
    33. 34. Corporate blogs Business function Activity Marketing/PR Promote / launch defining initiatives, offers or competitions. Use live streams to broadcast events Raise awareness about CSR initiatives Update followers about media coverage Post behind-the-scenes footage of photo shoots or ad campaigns Customer service experience/education Monitor blog comments for questions / complaints Respond to online requests for help or complaints Brand management Ensure timely brand positioning on controversial topics (crisis management) Engage with users to reposition brand perceptions (crisis management) Conduct daily buzz monitoring activity on comments R&D Launch crowd-sourced R&D projects Encourage feedback on new brand initiative Sales/E-commerce Inform about upcoming sales Offer special discount codes to followers HR Advertise job openings Promote graduate opportunities
    34. 35. Forums
    35. 36. e.g. Digital Spy
    36. 37. Forums Business function Activity Marketing/PR Promote new products, events or initiatives Offer incentives for forum users to become members of brand’s official social media platforms Customer service experience/education Respond to questions / complaints via brand representatives Brand management Conduct daily buzz monitoring activity and flag questions / complaints During crisis management activity, link to brand positioning on controversial topics to mitigate negative buzz R&D Conduct research into product feedback on forums Sales/E-commerce Seed codes to access exclusive online offers
    37. 38. Subject-specific online communities
    38. 39. e.g. Last.fm
    39. 40. e.g. Mumsnet
    40. 41. Online communities Business function Activity Marketing/PR Promote relevant products, events or initiatives to relevant community Conduct social media relations with influential community users Invite community members to exclusive events Customer service experience/education Answer questions / queries via brand ambassadors. Brand management Conduct daily buzz monitoring activity for questions / complaints Link to brand positioning on controversial topics to mitigate negative buzz R&D Conduct crowdsourced R&D projects Invite community users to exclusive preview/BETA testing group Initiate product-related discussion groups Sales/E-commerce Run exclusive online sales offers
    41. 42. Review/ratings sites
    42. 43. e.g. Review centre
    43. 44. e.g. Amazon reviews
    44. 45. e.g. IMDB
    45. 46. Reviews/ratings Business function Activity Customer service experience/education Conduct buzz monitoring activity for questions / complaints and respond. Brand management Conduct buzz monitoring activity for questions / complaints R&D Conduct buzz monitoring activity for product feedback
    46. 47. Social bookmarking
    47. 48. e.g. Delicious
    48. 49. Social book-marking Business function Activity Marketing/PR Share brand content from alternative social media networks Create ‘bundles’ of topic-specific links to share on alternative social media links Brand management Monitor “like” number to track popularity of brand links
    49. 50. Wikis
    50. 51. e.g. Wikipedia
    51. 52. e.g. Wiki music guide
    52. 53. Wikis Business function Activity Marketing/PR Build wiki page specifically around the brand Create industry or topic wiki to share industry intelligence Brand management Conduct monitoring activity to ensure brand page information remains positive / neutral. Update page with new information where relevant. R&D Create internal brand wiki for software or new product documentation
    53. 54. MMORPGs
    54. 55. e.g. World of Warcraft
    55. 56. e.g. Habbo Hotel
    56. 57. MMORPGs Business function Activity Marketing/PR Create virtual presence and run exclusive virtual competitions, initiatives and events. Create brand products exclusive to and usable in the game Invite users to real-world events Customer service experience/education Respond to questions / complaints Brand management Conduct daily buzz monitoring where brand has a presence. Sales/E-commerce Create online store tailored to the environment with online representatives / salespeople Run exclusive online offers
    57. 58. Virtual worlds
    58. 59. e.g. Second Life
    59. 60. Virtual worlds Business function Activity Marketing/PR Launch virtual event to promote product or initiative Create products exclusive to and usable in the virtual world Run virtual advertising Run competitions Customer service experience/education Respond to questions / complaints Provide virtual customer service via brand representative Brand management Identify brand detractors Link to brand response in a crisis R&D Launch virtual discussion groups around new products Sales/E-commerce Run virtual store promoting brand products HR Identify talent and recruit new staff
    60. 61. End <ul><li>Iain MacMillan </li></ul><ul><li>RMM </li></ul><ul><li>[email_address] </li></ul>

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