Hvordan bygge omdømme gjennom sosiale medier

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Sigurd Gryttens foredrag om Hvordan bygge omdømme gjennom sosiale medier, 14. desember 2012. Tall er hentet fra InSites Consultings undersøkelse "Social Media Around The World 2011"

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  • Det er helt enorme informasjonsmengder.Integrasjon mellom ulike kanaler er nøkkelen, spesielt mot tradisjonelle medier - det gir den kraftigste multiplikatoren.
  • Hvordan bygge omdømme gjennom sosiale medier

    1. 1. HVORDAN BYGGE OMDØMME GJENNOM SOSIALE MEDIER?Sigurd GryttenPartner, Zynk Communication & Leadership AS@grytten14. Desember 2012
    2. 2. Innhold• Hvor stort og viktig er sosiale medier egentlig?• Hva bør du tenke på når du er aktiv i sosiale medier?• Hvordan kan du bruke sosiale medier strategisk?• Hvordan kan ansatte gjennom sosiale medier bedre en virksomhets omdømme?
    3. 3. REACH"There was 5 exabytes of information created between thedawn of civilization through 2003, but that much informationis now created every 2 days, and the pace is increasing.“ Eric Schmidt Executive Chairman Google August, 2010
    4. 4. REACH“If you don’t have anything to hide, you have nothing tofear.” Eric Schmidt Executive Chairman Google PC World
    5. 5. Storebror ser deg? • Geografisk lokalisering og log på • Twitter viser meningene dine mobil • Instagram tar bilder av hvor du er • Logg på mobilsamtaler og SMS utveksling • Google søk viser hva du tenker • Elektronisk betaling • Epost utveksling • Bompasseringer • Nettsider du besøker • Kameraovervåking • Elektroniske ligningsopplysninger • Facebook gir oversikt over hele ditt • Elektroniske helseregistre nettverk
    6. 6. Moores Lov Antall transistorer på et areal vil dobles hver 24 månedMoores lov ble fremsatt i 1965 av Gordon Moore som var en av Intels grunnleggere
    7. 7. Studied countries9027 consumers (age 15+) across 35 countries, representative for the online population withincountry on gender, age and e-commerce.Data collected on online research panels, field in Q2 2011. Feedback: @Steven_insites
    8. 8. Facebook and Twitter | membership of one or both in Europe N Europe = 5613 / F = If member of social network(s)
    9. 9. Facebook and Twitter | membership of one or both Other networks than Twitter and Facebook Member of Member of Facebook North and Twitter Twitter, no Facebook 13% 19% 2% 6% 1% 12% 65% Member of Facebook, no Twitter 80% West East 10% 18% 13% 2% 25% 3% 69% 59% South 5% 2% 29% 64%N Europe = 5613 / F = If member of social network(s)
    10. 10. Facebook and Twitter | daily log onQ : You are a member of the following social network sites. How often do you log into these sites? (% several times a day) 74% 35% 37% 13% 19% 2% 65% The more networks someone uses, the more time spend per network. 54% Western Northern Eastern SouthernMembers of: Log in to: Europe Europe Europe Europe Europe United States Brazil Australia China India Japan Facebook 76% 84% 58% 79% 74% 65% 59% 73% 66% 81% 67% Twitter 39% 28% 27% 41% 37% 36% 59% 42% 68% 52% 70% Facebook 50% 60% 47% 66% 54% 64% 66% 59% 34% 79% 40% Twitter 26% 15% 35% 49% 35% 29% 62% 35% 70% 47% 57%
    11. 11. Top networks in Europe 9% 11% 16% 10% 2% Aware and current member 5% 19% Aware and once a member 62% Aware, but no member Not aware 52% 59% 7% 68% 27% 30% 20% 4% Facebook Twitter MySpace LinkedIn Facebook Twitter MySpace LinkedIn Awareness 96% 80% 70% 32% Membership 62% 16% 9% 11% Base: Social networkers Increase usage (top2%, 1-5) 29% 31% 12% 37% Network size (av no. contacts) 133 59 84 57 Log on frequency (at least daily) 58% 37% 11% 12% Log on duration (av minutes) 37 21 15 10 Ever deleted a person from contact list 50% 34% 36% 12% Base: Members of this network
    12. 12. Women typically outnumber men on social networks — women make up 53% ofMember profile Facebook users and 49% of MySpace users. However, a majority of LinkedIn members (56%) and Twitter users (55%) are men. Facebook Twitter MySpace LinkedIn Gender Male 47% 55% 51% 56% Female 53% 45% 49% 44% Age Age 15-24 24% 30% 33% 15% 25-34 25% 25% 26% 24% 35-54 35% 30% 31% 43% 55-99 16% 14% 11% 18% Smartphone Smartphone Smartphone user 43% 58% 46% 59% Working situation Working situation Employed 58% 58% 54% 72% Student 13% 17% 18% 8% Not working 29% 26% 28% 21% N Europe = 5613 / F = If member of social network(s)
    13. 13. STRATEGI FOR SOSIALE MEDIERHvordan bruke sosiale medier
    14. 14. Det er ikke et spørsmål hvorvidt man skalbruke sosiale medier
    15. 15. While you should always aim for realROI metrics ,there are times when youhave to look at the cost of notengaging. Jamie Greeney, VP of Social Media and Online Video at Salesforce.
    16. 16. If you want to go fast - go alone.If you want to go far - go together Al Gore, tidligere visepresident og fredsprisvinner
    17. 17. The best way to become an influenceris to create one Jeremiah Owyang, partner Altimeter Group
    18. 18. “I’M A GREAT LOVER. I’M A GREAT LOVER. I’M A GREAT LOVER.” The age of marketing
    19. 19. “TRUST ME,HE’S A GREATLOVER” The age of social media
    20. 20. Connecting in the Age of Social (* Source: http://www.slideshare.net/LumensionSecurity/the-greatest-question-since-the-meaning-of-life-what-is-the-roi-of-social-media)
    21. 21. Tre lærdommer fra Obama-kampanjen i 2012* 1. I mediebruset øker verdien av personlige kontakter 2. Teknologi muliggjør målrettet kommunikasjon 3. Skreddersydde budskap treffer dersom de føles relevant for mottakeren *Jonas Hellman, partner i Prime og grunder til analysebyrået United Minds.
    22. 22. Rekkevidde og involvering High Structural collaboration Consumer Broad, open consulting collaboration board Low High Conversations Customer Content experience Low Reach
    23. 23. Oppsummering: Gode råd for bruk avsosiale medier:1. Vær kort og presis2. Still spørsmål, gjerne polariserende og kontroversielle3. Engasjer og involver nettet ved å linke til andre nettsider4. Gjør det levende - bruk bilder og video aktivt5. Ikke spam - begrens oppdateringer til det som er av interesse for målgruppen6. Vær personlig - sosiale medier har en innbygget forventning om personlig involvering7. Svar på spørsmål - delta i diskusjonen
    24. 24. OMDØMME OG SOSIALE MEDIER
    25. 25. Kommunikasjon og atferdKommunikasjon i flere Påvirke interessentenes Endre kanaler oppfatninger målgruppenes atferd Avsender gir et budskap til en Det mottatte budskapet endrer Målgruppene for kommunikasjonen mottaker, som danner seg en interessentens oppfatning i tråd med endrer atferd i tråd med oppfatning på bakgrunn av kommunikasjonsmålet forretningsmålet kommunikasjonen
    26. 26. Forventningsstyring Eksterne strukturelle forventinger Interne Eksterne verdimessige verdimessige forventninger forventninger Interne strukturelle forventninger
    27. 27. Interessent dialog
    28. 28. Budskapsutvikling Emosjonell mening Subjektiv mening Funksjonell mening Objektiv mening
    29. 29. 61% of employedsocial networkers isproud of the companythey work for
    30. 30. 19% talks abouttheir company on socialmedia. Employees areclearly unused socialpotential.
    31. 31. Potential for brand ambassadors ● People who are pride of 16% the company they are 3% working for and like to talk high about their job /employer TALKABILITY on social media 36% 45% There is potential for getting low low high proud employees to talk on COMPANY PRIDE 2% 15% social media 28% 56% 15% 5% 16% 2% 39% 45% 36% 43% 18% 2% 45% N Europe = 2787 / F = If member of social network(s) 34% and active working person
    32. 32. Information to share by employeesQ : What kind of information would you like to share about your job / employer on social media? I would like to... Europe Europe regions 0% 25% 50% 75% 100% ...share information on (new) products / 50% services ...announce events of my company 50% ...share information on new campaigns about 37% (products / services of) my employer ...share vacancies for a job 37% New products / services and events are most popular 37% ...tell stories about the company culture items to share on social media by employees ...announce promotions 36% ...share news about new hired employees 21% I have no idea 5% Europe West North I do not like to share information about my East company 10% South N Europe = 2787 / F = If member of social network(s) and active working person, talking about heir job / employer on social media
    33. 33. Majority employees is not allowedto use social media.Two thirds of the European social networkers have (limited) access to socialnetwork sites at work. Within Europe, Northern Europe has the highest levelof access, Western Europe the lowest.Current attitude of companies towards social media is quite formal and doesnot feel very emotional. Given the fact that social networking is all aboutrelationships, it seems wise to have a more human approach on socialmedia.Employees can contribute in these. More than a third is open to shareinformation about the company they work for among their contacts on socialnetworks, if that’s beneficial for the company.
    34. 34. Access to social media at work | EuropeQ : To what extent do you have access to social network sites at your work? Europe 33% One third of the European 47% 22% social networkers are blocked North 20% by their employer to have access to social network sites 18% at work 18% ■ complete access 64% ■ limited access ■ no access at all Would like to have34% access (top2%, 1-5) Wst East 30% 41% 44% 48% 16% 22% 15% 48% South 31% 47% 21% N Europe = 2787 / F = If member of social network(s) and 42% active working person
    35. 35. Company policy60% would like to get help from employer to share relevant content. 25% has a written policy about social media usage. 13% receives social media training.
    36. 36. 4 out of 10 like theiremployer’s attitude towardssocial media…… and more than a thirdis open to share informationabout the company theywork for.
    37. 37. Employee attitude More than a third is open to share information about theQ : To what extent do you agree with each of these statements? (top2%, 1-5) company they work for. Europe Europe regions 0% 25% 50% 75% 100% In my social network environment, I like to 57% make a clear distinction between my professional (e.g. colleagues) and my personal life (e.g. family) I’m open to share information about the company I work for among my contacts on 36% social networks, if that’s beneficial for my company Europe West I like to share information about my job North among my contacts on social networks 22% East South N Europe = 2787 / F = If member of social network(s) and active working person

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