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Soc Med ETSA


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Presentation by Niels Bramsen from to ETSA in Brussels 22 June 2011

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Soc Med ETSA

  1. 1. Social Media Workshop<br />The exciting potential of social media<br />ETSA, 22 JUNE 2011 IN BRUSSELS<br />
  2. 2. Social Media Workshop<br />About WebDialogue<br /><ul><li>Social Media Strategy
  3. 3. Web design
  4. 4. Web visibility counseling </li></ul>About me<br /><ul><li>Niels Bramsen
  5. 5. Danish nationality
  6. 6. Masters in Communication
  7. 7. On internet and social media since 1996</li></li></ul><li>
  8. 8. Social Media Workshop<br />Is social media the future for textile rentals?<br />
  9. 9. Social Media Workshop<br />
  10. 10. Social Media Workshop<br />
  11. 11.
  12. 12.
  13. 13. Social Media Workshop<br />Social Media Strategy <br /> Question your motivationDo it to be cool or to achieve specific results<br /> Know your target groups Based on realistic objectives<br /> Define your message Key message and sub-stories<br /> Choose your networks Based on target groups and message<br /> Start working Strategy, evolution, implementation<br /> Keep going Stick to daily/weekly commitment<br />
  14. 14. Social Media Workshop<br />Social media landscape<br />Social News<br />Users submit links to Web content (articles, podcasts, videos, etc)<br />Social filtering: the best content floats to the top<br />Examples: Digg, Reddit, StumbleUpon, Propeller, Mixx<br />Social BookmarkingUsers store, categorize and tag, and search bookmarks The aggregated collection of bookmarks recommends new sites to users<br />For example, the hottest bookmarks of the day<br />Examples: Delicious, Faves, Diigo<br />Social Networking<br />Upload a personal profile<br />Focus on the individual<br />Examples: MySpace, Friendster, LinkedIn, Facebook, Netlog, Bebo, Foursquare<br />Photo and Video Sharing<br />One of the most popular types of social media<br />Even though sites like Facebook allow users to upload photos and videos, the standalone services are still immensely popular<br />Photo sharing examples: Flickr, Zooomr<br />Video sharing: YouTube, MetaCafe, Daily Motion, Vimeo<br />Lifestreaming / Microblogging<br />Users post very short messages (max 140 characters)<br />Easily keep up with what their connections are posting<br />Examples: Twitter, Plurk, FriendFeed<br />
  15. 15. Social Media Workshop<br /><br />
  16. 16. Social Media Workshop<br />
  17. 17. Social Media Workshop<br />Typical European customer profile<br />Facebook: Has a profile, weekly update<br />LinkedIn: Might have a profile – member of a few groups<br />Twitter: Probably no profile <br />YouTube: Regular user, but no account<br />Google Maps: regular user, but no place<br />Local social media: maybe a profile<br />
  18. 18. Social Media Workshop<br />Social Media<br />Is it worth it for textile rental industry?<br />If yes, where to start?<br />
  19. 19. Potential clients<br />Existing clients<br />
  20. 20. Potential clients<br />Existing clients<br />Improve<br />Save<br />Grow<br />Standardise<br />Awareness<br />Information<br />Visibility<br />How<br />Where<br />WhenHow much<br />
  21. 21. Social Media Workshop<br />
  22. 22. Potential clients<br />Existing clients<br />Improve<br />Save<br />Grow<br />Standardise<br />Extras<br />Network<br />Feedback<br />Enable client to evangelise<br />
  23. 23. Social Media Workshop<br />Social ways of working<br /><ul><li>Interactive logistics programme (UPS example)
  24. 24. Spread-the-word-campaign: Help the environment, use textile rentals
  25. 25. Industry certificate: Create certificate most can live up to (Clean Green) and give badges to all customers’ website
  26. 26. Joint campaigns: Share costs of quality videos on key issues: environment, modern industry, human/social standards
  27. 27. Social troubleshooter: smoothen logistic weaknesses by heavy social accessibility
  28. 28. Apps: Personalised details from your database</li></li></ul><li>Social Media Workshop<br />
  29. 29. Social Media Workshop<br />Social Media solutions to challenges<br /><ul><li>MONITORING: What is being said?
  30. 30. SEARCH ENGINES: Social media optimisation
  31. 31. REPUTATION: Video and photo say so much
  32. 32. AWARENESS: Make your own website social
  33. 33. APPS: Scan your existing software logistics</li></li></ul><li>Social Media Workshop<br />Monitor your market: What is being said?<br /><ul><li>Your brand: Track issues and respond
  34. 34. Strategy: Examine competitors and industry
  35. 35. Learn about customers’ challenges
  36. 36. Get notified when your social media profiles are contacted</li></ul>20 free, awesome social media monitoring tools<br /><br />12 Social Media Monitoring Tools Reviewed<br /><br />
  37. 37. Social Media Workshop<br />Social media optimisation<br /><ul><li>Google = Search Engines
  38. 38. LinkedIn and Facebook are very dominating in search engines
  39. 39. Gotta have a Wikipedia article
  40. 40. Google Maps essential to search</li></ul>Simple massive presence in Top4 platforms means search engines dominance <br />
  41. 41. Social Media Workshop<br />
  42. 42. Social Media Workshop<br />
  43. 43. Social Media Workshop<br />Video, photos and graphics – tell stories<br />Your industry is so word heavy<br />Younger clients expect easy information<br /><ul><li>Do video instead of brochure
  44. 44. Make sure your videos are viral (YouTube)
  45. 45. Post your video again, allow comments
  46. 46. Even cheap image sliding videos and home made web blogs work
  47. 47. Remember Al Gore’s climate speeches
  48. 48. Great for social media</li></ul>Will it blend?<br />
  49. 49. Social Media Workshop<br />Make your corporate website social<br />Younger clients expect open information<br /><ul><li>Allow comments to articles on your site
  50. 50. Add social sharing and bookmarking tools to your pages
  51. 51. Display your logistics output on your website – people love to check live figures</li></li></ul><li>Social Media Workshop<br />Scan your existing software/hardware equipment<br />The often boring and ignored logistics framework might be your treasure<br /><ul><li>Ask your software/equipment providers
  52. 52. Look at your existing framework and databases – find easily adaptable data
  53. 53. Many platforms allow upload of live data – generated directly from your systems</li></ul>What extra cost would it take to make it social?<br />How many platforms could it transfer to?<br />
  54. 54. Social Media Workshop<br />Scan your existing software/hardware equipment<br />How to do it?<br />
  55. 55. Social Media Workshop<br />What’s in it?<br />Quick and dirty strategy<br />
  56. 56. Social Media Workshop<br />Break-down of users in social media<br />Lesson Have realistic expectations<br /><br />
  57. 57. Social Media Workshop<br />Time & effort<br />Create/optimise profiles<br />2-3 hours per profile (minimum)<br />Gather all credentials in one overview: <br />2-3 hours<br />Regular research on interesting new groups and connections: <br />1 hour per week per profile<br />Multi-posting of news items into profiles and groups: <br />2 hours for 30 channels per news item<br />Responding to network discussions: <br />1 hour per week at minimum<br />Implementing network sharing tools on website: <br />6-18 hours per website<br />
  58. 58. Social Media Workshop<br />Combine blog with social media<br />Blogs or news are perfect content for social media<br /> Go through your outbox weekly to find material<br /> Reshape your stories into questions for discussion groups<br /> Multi-post your stories in all channels <br /> Have lots of links back to your website<br /> Multiple profiles create traffic to your site<br />
  59. 59. Social Media Workshop<br />Participation is marketing<br />When a company takes an active, helpful role in community interactions, we get impressed <br />We like their brand<br />Where can you go out and participate?<br /> Answer questions<br /> Intervene when your organisation’s name or issues are discussed<br /> Share knowledge where your potential clients tend to spend time<br />
  60. 60. Social Media Workshop<br />Identifying the Social Media responsible<br />Possible angles:<br /> People want people! So the CEO should be the man.<br /> Specific departments' managers know what the company does. Let them post it.<br /> Marketing department knows how to reach the audience<br /> Random employees have passion for social media<br />Your organisation must find its unique mix<br />
  61. 61. Social Media Workshop<br />Organising to get social<br />Social Media success goes thru connections<br />Could you persuade employees in your organisation to use their personal social media profiles <br />to share certain company promotion with their connections? <br />(Who has the authority to push such an idea through? <br />What would the criteria be for such content?)<br /><br />
  62. 62. Social Media Workshop<br />Focus on affinity, not on reach<br /><br />
  63. 63. Social Media Workshop<br />Five Biggest mistakes of Social Marketing<br /> Believing that a Facebook page or Twitter account will attract prospects- Daily, post three tweets and one Facebook update- Post at least one, well written blog each week<br /> Underestimating time, energy and resources needed<br /> Creating online content that’s all about you- Should be about people, yes!- Must be client-centered<br /> Viewing a launch date as the finishing point- Schedule evaluation meetings<br /> No measurement<br />Anyone can fail<br />Have an exit plan<br />
  64. 64. Social Media Workshop<br />More links<br /><ul><li>Anderson Analytics' news are really good for serious social media surveys
  65. 65. guide to SEO for press releases
  66. 66. European Social Media: 19 Web Startups to Watch
  67. 67. U.K. Social Networking Site Usage Highest in Europe
  68. 68. Twitter unloved in Europe?</li>