SlideShare a Scribd company logo
1 of 43
Download to read offline
Palmecenter 2
   Anna Pensar
13-16 Nov 1, 2011
Strategic 
Communications
campaign planning
              Berghs School of Communication
Afternoon session – Agenda
•  About Anna
•  Strategy SM - overview
•  The social web – size, effect and consumption
 Coffee break (10 min)
•  Campaign planning
•  Objectives
•  Content
 Coffee break and group task (30 min)
•  Group discussion
•  Success stories and cases
                                                Berghs School of Communication
Anna Pensar
Born       
       
21st December 1982

Lives      
       
Lidingö, Stockholm


Academic 
         
Bachelor Pol. Science, 

         
         
 Journalism (med&pol) 


Career   
          
Co-founder Gyges,
         
         
          
           
CEO Jagodu, SMM


Likes      
        
Comm. & PR,
           
       
 the social web,
           
       
 digital branding

Loves      
       
The social web,        

           
       
 Racing & people


Dislikes   
       
Slow & reactionary     

           
       
business
                                                Berghs School of Communication
?




    Berghs School of Communication
Brands and organizations listening to consumers through social media




                                                                  Berghs School of Communication
Social
Media
Strategy
an overview
               Berghs School of Communication
Social media communication areas
- monitor
- analyze
- activate




            Brand
          Perception
                         Ambass. &
                         Influentials
                                        Follow-up
                                         Results
                                                    Trends




                                                              Berghs School of Communication
Listen



Analyze


Communicate




           Berghs School of Communication
Social Media as a strategy
The democratization of information, media and opinions

Social Media can be used to:

-  Individualize the party 
-  Come closer to followers and voters
-  Activate already exsisting ambassadeurs and whistle blowers
-  Increase party transparency

The short version:

Twitter is your heart. Facebook is your hands.Youtube is your voice, Google is
your eyes and Wikipedia is your brain.

                                                                            Berghs School of Communication
The
Social
Web
          Berghs School of Communication
Blogs
                                                    Social Networks
         Micro Blogs




                                                                  Sharing Media


Location Based
  Networking
                             The Social Web

                                                                      Consumer
                                                                       rankings
                 Spreading
                 Knowledge

                                    Sharing links




                                                                                  Berghs School of Communication
A lot has happened, very fast…

1999 The start of Google. The Search Engine has changed the way
we use/regard information. Over 90 billion searches each month.

2003 The start of Wordpress – a free of charge blog
engine, and today the fastest growing CM/publishing
platforms.
2005 YouTube was created. No easy/effective way to share video
footage online before that. Every mintue 24 hours of film is being
uploaded.

2006 the start of Facebook and Twitter. 750 resp. 24 million
global users. Spends an average of 25 min per day on Facebook. 

2007 the first iPhone was released and 12 months ago the
iPad was released. The constantly onliners are increasing! 

                                                      Berghs School of Communication
Next...
2012 Online proximity & availability will increase

”…the beginning of a mini-revolution making our online presence even more
attached to our physical presence”
- Fredrik Wass, DN Blog På Webben 5/1 2011




                                                                        Berghs School of Communication
The evolution of communications


      1800s – One to one



     1900s – One to many


     2000s - Many to many




                                   Berghs School of Communication
Berghs School of Communication
The consumption – Social & Smart
The Blogosphere
-  Over 650 000 active bloggers
-  Approx. 3,7 million blog readers
                                       Social shopping
                                       -  Facebook shops
Twitter
                               - Viral elements
- Approx. 80 000 Swedish members
-  Social value & News value
                                       Social gaming
                                       - Wordfeud, WoW
Facebook
                              -  Real time platforms 
- 4,5 million Swedes on FB
            -  Augm.reality, Near field comm
-  High social value, ad-value

                                       Social marketing
Google+
                               -  360 degrees IRL (online/offline)
- 25 million registered ww
            -  viral/engaging marketing
-  Goliath vs Goliath

                                                                          Berghs School of Communication
Facebook larger than traditional media




                                          Berghs School of Communication
Explosive ”social” growth online




                                    Berghs School of Communication
Segments in the Swedish blogosphere



 Interior
 & Design


              Fashion & Beauty,
              Personal


                                              Literature
                                              & Culture
    Family


             IT-tech                 Politics &
                                     Society
                           Env./
     Sport                 climate



                                                           Berghs School of Communication
An application based web




                            Berghs School of Communication
Coffee break 10 min


                 Berghs School of Communication
Campaign 
Planning,
Objectives and 
Content
              Berghs School of Communication
Preparation by listening and analyzing

1. The goal
     What do you want to achieve and change?
                 i.e. Increase the Social Democratic voice on the internet


2. Targeting
    Where are my target groups and what social media
                 channels do they use mainly?


3. Listening
    What are my target groups talking about, their
                 mindsetting, status on opinion and debate 


4. Channels
     Which main channels have to be activated as a 
                 result of 2 and 3?


5. Production
   Start your FB-page, contact your bloggers, start the blogs,
                 activate twitter etc.

                                                                        Berghs School of Communication
Monitor tools – free of charge




                                 Berghs School of Communication
Monitor tools – subscription based




                                     Berghs School of Communication
Monitoring social media




                           Berghs School of Communication
Berghs School of Communication
Analyzing social media




                          Berghs School of Communication
Creating and spreading content on the social web


                                           Owned media
                                           Homepage
                                           Social Media platforms
  Earned media
           Owned media
                                           Bought media
                                           Advertising, SEM, SEO
                                           Marketing, FB-ads etc
                                           Online, Offline, Broadcast

                                           Earned Media
                                           Being out there
              Bought media
                Interacting in social media
                                           Building interest and
                                           relationships



                                                            Berghs School of Communication
Creating social objects

Social objects are reasons for people to spread you virally

Social objects are the reason two people are talking to eachother
(you and your potential voters), as opposed to someone else (your
opponent and your potential voters)


Social objects to share can include:


        
Pictures          
Stories

        
Videoclips        
Blog badges

        
# on Twitter      
Facebook apps


                                                                    Berghs School of Communication
Coffee break and
group task 30 min

                 Berghs School of Communication
Group task

              Berghs School of Communication
Form into 5 groups of 4 participants (groups will be permanent
and set throughout the week)


From a strategic point of view, note, reflect and discuss the following:


Who are your digital ambassadeurs and primary target groups?

Where do they hang out online?

What social objects can you create and activate through?

In short, how do you monitor and analyze the social web?




                                                                           Berghs School of Communication
Success stories
and
case examples
              Berghs School of Communication
Swedish Foreign Ministry – Social Media Presence




                                                    Berghs School of Communication
Berghs School of Communication
Using Facebook as an information service




                                            Berghs School of Communication
Berghs School of Communication
Creating video content




                          Berghs School of Communication
Understanding the power of online




                      The Social Web




                                       Berghs School of Communication
Thankyou!




             Berghs School of Communication
Reaching out with limited resources

More Related Content

What's hot

Social Media: It's All About Relationships
Social Media: It's All About RelationshipsSocial Media: It's All About Relationships
Social Media: It's All About RelationshipsTina Lambert
 
Digital Marketing presentation for Boston University 11.17.11
Digital Marketing presentation for Boston University 11.17.11Digital Marketing presentation for Boston University 11.17.11
Digital Marketing presentation for Boston University 11.17.11Charles McEnerney
 
Social media primer 0510.v2
Social media primer 0510.v2Social media primer 0510.v2
Social media primer 0510.v2hessiej.com
 
2011 UniServ Skills: Harnessing Social Media
2011 UniServ Skills: Harnessing Social Media2011 UniServ Skills: Harnessing Social Media
2011 UniServ Skills: Harnessing Social MediaNEA
 
B!digital facebook 2010
B!digital  facebook 2010B!digital  facebook 2010
B!digital facebook 2010DigiNed
 
IAEE NYC Chapter Social Media Presentation
IAEE NYC Chapter Social Media PresentationIAEE NYC Chapter Social Media Presentation
IAEE NYC Chapter Social Media PresentationTim Ward
 
The Power of Social Media
The Power of Social MediaThe Power of Social Media
The Power of Social MediaTina Lambert
 
B!digital & facebook februari 2011
B!digital & facebook februari 2011B!digital & facebook februari 2011
B!digital & facebook februari 2011DigiNed
 
Digital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards BriefingDigital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards BriefingJanette Toral
 
Facebook. Everything you wanted to know about it and nobody has told you
Facebook. Everything you wanted to know about it and nobody has told youFacebook. Everything you wanted to know about it and nobody has told you
Facebook. Everything you wanted to know about it and nobody has told youJordi Graells
 
Social Networking How It Can Help Your Business 13 07 09
Social Networking   How It Can Help Your Business 13 07 09Social Networking   How It Can Help Your Business 13 07 09
Social Networking How It Can Help Your Business 13 07 09robmasson
 
Driving Social Media Traffic to Your Hybrid Event
Driving Social Media Traffic to Your Hybrid EventDriving Social Media Traffic to Your Hybrid Event
Driving Social Media Traffic to Your Hybrid EventSpotlight Communications
 
Shaw joe-sheffield theatres presentation
Shaw joe-sheffield theatres presentationShaw joe-sheffield theatres presentation
Shaw joe-sheffield theatres presentationJoe Shaw
 
Strategic Analysis of Facebook
Strategic Analysis of FacebookStrategic Analysis of Facebook
Strategic Analysis of FacebookVishal Sharma
 
Listening and Responding to Your Customers and Prospects
Listening and Responding to Your Customers and ProspectsListening and Responding to Your Customers and Prospects
Listening and Responding to Your Customers and ProspectsLaSandra Brill
 
12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...
12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...
12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...Lumen Consulting
 
E-Mail Marketing, Internet Advertising, Blog Marketing, Social Media Marketin...
E-Mail Marketing, Internet Advertising, Blog Marketing, Social Media Marketin...E-Mail Marketing, Internet Advertising, Blog Marketing, Social Media Marketin...
E-Mail Marketing, Internet Advertising, Blog Marketing, Social Media Marketin...Janette Toral
 
HRSA Social Media Webcast: Using Visual Apps to Connect with Your Target Audi...
HRSA Social Media Webcast: Using Visual Apps to Connect with Your Target Audi...HRSA Social Media Webcast: Using Visual Apps to Connect with Your Target Audi...
HRSA Social Media Webcast: Using Visual Apps to Connect with Your Target Audi...Spotlight Communications
 

What's hot (20)

Social Media: It's All About Relationships
Social Media: It's All About RelationshipsSocial Media: It's All About Relationships
Social Media: It's All About Relationships
 
Digital Marketing presentation for Boston University 11.17.11
Digital Marketing presentation for Boston University 11.17.11Digital Marketing presentation for Boston University 11.17.11
Digital Marketing presentation for Boston University 11.17.11
 
Social media primer 0510.v2
Social media primer 0510.v2Social media primer 0510.v2
Social media primer 0510.v2
 
2011 UniServ Skills: Harnessing Social Media
2011 UniServ Skills: Harnessing Social Media2011 UniServ Skills: Harnessing Social Media
2011 UniServ Skills: Harnessing Social Media
 
B!digital facebook 2010
B!digital  facebook 2010B!digital  facebook 2010
B!digital facebook 2010
 
IAEE NYC Chapter Social Media Presentation
IAEE NYC Chapter Social Media PresentationIAEE NYC Chapter Social Media Presentation
IAEE NYC Chapter Social Media Presentation
 
Universities and Social Media
Universities and Social MediaUniversities and Social Media
Universities and Social Media
 
The Power of Social Media
The Power of Social MediaThe Power of Social Media
The Power of Social Media
 
B!digital & facebook februari 2011
B!digital & facebook februari 2011B!digital & facebook februari 2011
B!digital & facebook februari 2011
 
Digital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards BriefingDigital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards Briefing
 
Facebook. Everything you wanted to know about it and nobody has told you
Facebook. Everything you wanted to know about it and nobody has told youFacebook. Everything you wanted to know about it and nobody has told you
Facebook. Everything you wanted to know about it and nobody has told you
 
Social media-advice-wp
Social media-advice-wpSocial media-advice-wp
Social media-advice-wp
 
Social Networking How It Can Help Your Business 13 07 09
Social Networking   How It Can Help Your Business 13 07 09Social Networking   How It Can Help Your Business 13 07 09
Social Networking How It Can Help Your Business 13 07 09
 
Driving Social Media Traffic to Your Hybrid Event
Driving Social Media Traffic to Your Hybrid EventDriving Social Media Traffic to Your Hybrid Event
Driving Social Media Traffic to Your Hybrid Event
 
Shaw joe-sheffield theatres presentation
Shaw joe-sheffield theatres presentationShaw joe-sheffield theatres presentation
Shaw joe-sheffield theatres presentation
 
Strategic Analysis of Facebook
Strategic Analysis of FacebookStrategic Analysis of Facebook
Strategic Analysis of Facebook
 
Listening and Responding to Your Customers and Prospects
Listening and Responding to Your Customers and ProspectsListening and Responding to Your Customers and Prospects
Listening and Responding to Your Customers and Prospects
 
12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...
12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...
12.10.09 Lumen & CEMA Webinar: Leveraging Social Media to Drive Better Attend...
 
E-Mail Marketing, Internet Advertising, Blog Marketing, Social Media Marketin...
E-Mail Marketing, Internet Advertising, Blog Marketing, Social Media Marketin...E-Mail Marketing, Internet Advertising, Blog Marketing, Social Media Marketin...
E-Mail Marketing, Internet Advertising, Blog Marketing, Social Media Marketin...
 
HRSA Social Media Webcast: Using Visual Apps to Connect with Your Target Audi...
HRSA Social Media Webcast: Using Visual Apps to Connect with Your Target Audi...HRSA Social Media Webcast: Using Visual Apps to Connect with Your Target Audi...
HRSA Social Media Webcast: Using Visual Apps to Connect with Your Target Audi...
 

Viewers also liked

Chapter 1 lecture 2012 2013
Chapter 1 lecture 2012 2013Chapter 1 lecture 2012 2013
Chapter 1 lecture 2012 2013Yogz John Mark
 
Economic Approach to Social Game Design
Economic Approach to Social Game DesignEconomic Approach to Social Game Design
Economic Approach to Social Game DesignRussell Ovans
 
N4 Interpersonal relationships and social interaction, FET Colleges, South Af...
N4 Interpersonal relationships and social interaction, FET Colleges, South Af...N4 Interpersonal relationships and social interaction, FET Colleges, South Af...
N4 Interpersonal relationships and social interaction, FET Colleges, South Af...Suzaan Oltmann
 
Ways to stay connected: Harnessing, managing, and preventing context collapse...
Ways to stay connected: Harnessing, managing, and preventing context collapse...Ways to stay connected: Harnessing, managing, and preventing context collapse...
Ways to stay connected: Harnessing, managing, and preventing context collapse...Stefanie Duguay
 
Basic Needs and Wants: Grade 7 EMS
Basic Needs and Wants: Grade 7 EMSBasic Needs and Wants: Grade 7 EMS
Basic Needs and Wants: Grade 7 EMSMC Smith
 

Viewers also liked (8)

Chapter 1 lecture 2012 2013
Chapter 1 lecture 2012 2013Chapter 1 lecture 2012 2013
Chapter 1 lecture 2012 2013
 
Economic Approach to Social Game Design
Economic Approach to Social Game DesignEconomic Approach to Social Game Design
Economic Approach to Social Game Design
 
N4 Interpersonal relationships and social interaction, FET Colleges, South Af...
N4 Interpersonal relationships and social interaction, FET Colleges, South Af...N4 Interpersonal relationships and social interaction, FET Colleges, South Af...
N4 Interpersonal relationships and social interaction, FET Colleges, South Af...
 
I love marketing visual model 2.0 with Show and Tell examples
I love marketing visual model 2.0 with Show and Tell examplesI love marketing visual model 2.0 with Show and Tell examples
I love marketing visual model 2.0 with Show and Tell examples
 
Marketing in the 21st century tissue paper version 0912
Marketing in the  21st century tissue paper version 0912Marketing in the  21st century tissue paper version 0912
Marketing in the 21st century tissue paper version 0912
 
Ways to stay connected: Harnessing, managing, and preventing context collapse...
Ways to stay connected: Harnessing, managing, and preventing context collapse...Ways to stay connected: Harnessing, managing, and preventing context collapse...
Ways to stay connected: Harnessing, managing, and preventing context collapse...
 
Primary and secondary needs
Primary and secondary needsPrimary and secondary needs
Primary and secondary needs
 
Basic Needs and Wants: Grade 7 EMS
Basic Needs and Wants: Grade 7 EMSBasic Needs and Wants: Grade 7 EMS
Basic Needs and Wants: Grade 7 EMS
 

Similar to Reaching out with limited resources

Furniture Makers Talk
Furniture Makers TalkFurniture Makers Talk
Furniture Makers TalkSocialB
 
"Conversion vs. Conversation" - Measure Social Media ROI (2010)
"Conversion vs. Conversation" - Measure Social Media ROI (2010)"Conversion vs. Conversation" - Measure Social Media ROI (2010)
"Conversion vs. Conversation" - Measure Social Media ROI (2010)BusinessOnline
 
Planning building online presence for banks
Planning building online presence for banks Planning building online presence for banks
Planning building online presence for banks SMWBEIRUT
 
מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011
מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011
מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011Ministry of Education
 
Leveraging Social Media as a Communications Tool
Leveraging Social Media as a Communications ToolLeveraging Social Media as a Communications Tool
Leveraging Social Media as a Communications ToolSandra Fernandez
 
TFA Webinar 17 4 2012 social media in recruiting
TFA Webinar 17 4 2012 social media in recruitingTFA Webinar 17 4 2012 social media in recruiting
TFA Webinar 17 4 2012 social media in recruitingTerra Firma Associates
 
Social media marketing lecture 2010 en
Social media marketing lecture 2010 enSocial media marketing lecture 2010 en
Social media marketing lecture 2010 enDr. Ute Hillmer (PhD)
 
Css Digital Marketing Training
Css Digital Marketing TrainingCss Digital Marketing Training
Css Digital Marketing Trainingax321092
 
CIRB social media & public services
CIRB social media & public servicesCIRB social media & public services
CIRB social media & public servicessophie chevalier
 
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...SocialMedia.org
 
The use of social media in heritage organisations
The use of social media in heritage organisationsThe use of social media in heritage organisations
The use of social media in heritage organisationsTom Pert
 
Neil Perkin CIM Social Media Boot Camp
Neil Perkin CIM Social Media Boot CampNeil Perkin CIM Social Media Boot Camp
Neil Perkin CIM Social Media Boot CampCIM East of England
 
Your small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentationYour small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentationGema Molina García
 
Social Media for Plastics Executives
Social Media for Plastics ExecutivesSocial Media for Plastics Executives
Social Media for Plastics ExecutivesEric Schwartzman
 
Engaging your customers with Social Media Marketing
Engaging your  customers with Social Media MarketingEngaging your  customers with Social Media Marketing
Engaging your customers with Social Media MarketingtheOrigo Ltd.
 

Similar to Reaching out with limited resources (20)

San Marcos Chamber Seminar!
San Marcos Chamber Seminar!San Marcos Chamber Seminar!
San Marcos Chamber Seminar!
 
Social Media Marketing Basics
Social Media Marketing BasicsSocial Media Marketing Basics
Social Media Marketing Basics
 
Furniture Makers Talk
Furniture Makers TalkFurniture Makers Talk
Furniture Makers Talk
 
"Conversion vs. Conversation" - Measure Social Media ROI (2010)
"Conversion vs. Conversation" - Measure Social Media ROI (2010)"Conversion vs. Conversation" - Measure Social Media ROI (2010)
"Conversion vs. Conversation" - Measure Social Media ROI (2010)
 
Planning building online presence for banks
Planning building online presence for banks Planning building online presence for banks
Planning building online presence for banks
 
מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011
מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011
מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011
 
The Social Media Puzzle
The Social Media PuzzleThe Social Media Puzzle
The Social Media Puzzle
 
Leveraging Social Media as a Communications Tool
Leveraging Social Media as a Communications ToolLeveraging Social Media as a Communications Tool
Leveraging Social Media as a Communications Tool
 
TFA Webinar 17 4 2012 social media in recruiting
TFA Webinar 17 4 2012 social media in recruitingTFA Webinar 17 4 2012 social media in recruiting
TFA Webinar 17 4 2012 social media in recruiting
 
Social media marketing lecture 2010 en
Social media marketing lecture 2010 enSocial media marketing lecture 2010 en
Social media marketing lecture 2010 en
 
Social media marketing lecture 2010
Social media marketing lecture 2010Social media marketing lecture 2010
Social media marketing lecture 2010
 
Social media puzzle Handout
Social media puzzle HandoutSocial media puzzle Handout
Social media puzzle Handout
 
Css Digital Marketing Training
Css Digital Marketing TrainingCss Digital Marketing Training
Css Digital Marketing Training
 
CIRB social media & public services
CIRB social media & public servicesCIRB social media & public services
CIRB social media & public services
 
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
 
The use of social media in heritage organisations
The use of social media in heritage organisationsThe use of social media in heritage organisations
The use of social media in heritage organisations
 
Neil Perkin CIM Social Media Boot Camp
Neil Perkin CIM Social Media Boot CampNeil Perkin CIM Social Media Boot Camp
Neil Perkin CIM Social Media Boot Camp
 
Your small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentationYour small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentation
 
Social Media for Plastics Executives
Social Media for Plastics ExecutivesSocial Media for Plastics Executives
Social Media for Plastics Executives
 
Engaging your customers with Social Media Marketing
Engaging your  customers with Social Media MarketingEngaging your  customers with Social Media Marketing
Engaging your customers with Social Media Marketing
 

Recently uploaded

Transaction Management in Database Management System
Transaction Management in Database Management SystemTransaction Management in Database Management System
Transaction Management in Database Management SystemChristalin Nelson
 
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptx
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptxDIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptx
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptxMichelleTuguinay1
 
Influencing policy (training slides from Fast Track Impact)
Influencing policy (training slides from Fast Track Impact)Influencing policy (training slides from Fast Track Impact)
Influencing policy (training slides from Fast Track Impact)Mark Reed
 
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptxBIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptxSayali Powar
 
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptxINTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptxHumphrey A Beña
 
Multi Domain Alias In the Odoo 17 ERP Module
Multi Domain Alias In the Odoo 17 ERP ModuleMulti Domain Alias In the Odoo 17 ERP Module
Multi Domain Alias In the Odoo 17 ERP ModuleCeline George
 
ClimART Action | eTwinning Project
ClimART Action    |    eTwinning ProjectClimART Action    |    eTwinning Project
ClimART Action | eTwinning Projectjordimapav
 
Mental Health Awareness - a toolkit for supporting young minds
Mental Health Awareness - a toolkit for supporting young mindsMental Health Awareness - a toolkit for supporting young minds
Mental Health Awareness - a toolkit for supporting young mindsPooky Knightsmith
 
ANG SEKTOR NG agrikultura.pptx QUARTER 4
ANG SEKTOR NG agrikultura.pptx QUARTER 4ANG SEKTOR NG agrikultura.pptx QUARTER 4
ANG SEKTOR NG agrikultura.pptx QUARTER 4MiaBumagat1
 
Grade Three -ELLNA-REVIEWER-ENGLISH.pptx
Grade Three -ELLNA-REVIEWER-ENGLISH.pptxGrade Three -ELLNA-REVIEWER-ENGLISH.pptx
Grade Three -ELLNA-REVIEWER-ENGLISH.pptxkarenfajardo43
 
Reading and Writing Skills 11 quarter 4 melc 1
Reading and Writing Skills 11 quarter 4 melc 1Reading and Writing Skills 11 quarter 4 melc 1
Reading and Writing Skills 11 quarter 4 melc 1GloryAnnCastre1
 
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITWQ-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITWQuiz Club NITW
 
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptxQ4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptxlancelewisportillo
 
Textual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHSTextual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHSMae Pangan
 
Measures of Position DECILES for ungrouped data
Measures of Position DECILES for ungrouped dataMeasures of Position DECILES for ungrouped data
Measures of Position DECILES for ungrouped dataBabyAnnMotar
 
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnv
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnvESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnv
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnvRicaMaeCastro1
 
ICS2208 Lecture6 Notes for SL spaces.pdf
ICS2208 Lecture6 Notes for SL spaces.pdfICS2208 Lecture6 Notes for SL spaces.pdf
ICS2208 Lecture6 Notes for SL spaces.pdfVanessa Camilleri
 
How to Manage Engineering to Order in Odoo 17
How to Manage Engineering to Order in Odoo 17How to Manage Engineering to Order in Odoo 17
How to Manage Engineering to Order in Odoo 17Celine George
 

Recently uploaded (20)

Transaction Management in Database Management System
Transaction Management in Database Management SystemTransaction Management in Database Management System
Transaction Management in Database Management System
 
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptx
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptxDIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptx
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptx
 
Influencing policy (training slides from Fast Track Impact)
Influencing policy (training slides from Fast Track Impact)Influencing policy (training slides from Fast Track Impact)
Influencing policy (training slides from Fast Track Impact)
 
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptxBIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
 
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptxINTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
 
Multi Domain Alias In the Odoo 17 ERP Module
Multi Domain Alias In the Odoo 17 ERP ModuleMulti Domain Alias In the Odoo 17 ERP Module
Multi Domain Alias In the Odoo 17 ERP Module
 
Paradigm shift in nursing research by RS MEHTA
Paradigm shift in nursing research by RS MEHTAParadigm shift in nursing research by RS MEHTA
Paradigm shift in nursing research by RS MEHTA
 
ClimART Action | eTwinning Project
ClimART Action    |    eTwinning ProjectClimART Action    |    eTwinning Project
ClimART Action | eTwinning Project
 
Mental Health Awareness - a toolkit for supporting young minds
Mental Health Awareness - a toolkit for supporting young mindsMental Health Awareness - a toolkit for supporting young minds
Mental Health Awareness - a toolkit for supporting young minds
 
Faculty Profile prashantha K EEE dept Sri Sairam college of Engineering
Faculty Profile prashantha K EEE dept Sri Sairam college of EngineeringFaculty Profile prashantha K EEE dept Sri Sairam college of Engineering
Faculty Profile prashantha K EEE dept Sri Sairam college of Engineering
 
ANG SEKTOR NG agrikultura.pptx QUARTER 4
ANG SEKTOR NG agrikultura.pptx QUARTER 4ANG SEKTOR NG agrikultura.pptx QUARTER 4
ANG SEKTOR NG agrikultura.pptx QUARTER 4
 
Grade Three -ELLNA-REVIEWER-ENGLISH.pptx
Grade Three -ELLNA-REVIEWER-ENGLISH.pptxGrade Three -ELLNA-REVIEWER-ENGLISH.pptx
Grade Three -ELLNA-REVIEWER-ENGLISH.pptx
 
Reading and Writing Skills 11 quarter 4 melc 1
Reading and Writing Skills 11 quarter 4 melc 1Reading and Writing Skills 11 quarter 4 melc 1
Reading and Writing Skills 11 quarter 4 melc 1
 
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITWQ-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
 
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptxQ4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
 
Textual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHSTextual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHS
 
Measures of Position DECILES for ungrouped data
Measures of Position DECILES for ungrouped dataMeasures of Position DECILES for ungrouped data
Measures of Position DECILES for ungrouped data
 
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnv
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnvESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnv
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnv
 
ICS2208 Lecture6 Notes for SL spaces.pdf
ICS2208 Lecture6 Notes for SL spaces.pdfICS2208 Lecture6 Notes for SL spaces.pdf
ICS2208 Lecture6 Notes for SL spaces.pdf
 
How to Manage Engineering to Order in Odoo 17
How to Manage Engineering to Order in Odoo 17How to Manage Engineering to Order in Odoo 17
How to Manage Engineering to Order in Odoo 17
 

Reaching out with limited resources

  • 1. Palmecenter 2 Anna Pensar 13-16 Nov 1, 2011
  • 2. Strategic Communications campaign planning Berghs School of Communication
  • 3. Afternoon session – Agenda •  About Anna •  Strategy SM - overview •  The social web – size, effect and consumption Coffee break (10 min) •  Campaign planning •  Objectives •  Content Coffee break and group task (30 min) •  Group discussion •  Success stories and cases Berghs School of Communication
  • 4. Anna Pensar Born 21st December 1982 Lives Lidingö, Stockholm Academic Bachelor Pol. Science, Journalism (med&pol) Career Co-founder Gyges, CEO Jagodu, SMM Likes Comm. & PR, the social web, digital branding Loves The social web, Racing & people Dislikes Slow & reactionary business Berghs School of Communication
  • 5. ? Berghs School of Communication
  • 6. Brands and organizations listening to consumers through social media Berghs School of Communication
  • 7. Social Media Strategy an overview Berghs School of Communication
  • 8. Social media communication areas - monitor - analyze - activate Brand Perception Ambass. & Influentials Follow-up Results Trends Berghs School of Communication
  • 9. Listen Analyze Communicate Berghs School of Communication
  • 10. Social Media as a strategy The democratization of information, media and opinions Social Media can be used to: -  Individualize the party -  Come closer to followers and voters -  Activate already exsisting ambassadeurs and whistle blowers -  Increase party transparency The short version: Twitter is your heart. Facebook is your hands.Youtube is your voice, Google is your eyes and Wikipedia is your brain. Berghs School of Communication
  • 11. The Social Web Berghs School of Communication
  • 12. Blogs Social Networks Micro Blogs Sharing Media Location Based Networking The Social Web Consumer rankings Spreading Knowledge Sharing links Berghs School of Communication
  • 13. A lot has happened, very fast… 1999 The start of Google. The Search Engine has changed the way we use/regard information. Over 90 billion searches each month. 2003 The start of Wordpress – a free of charge blog engine, and today the fastest growing CM/publishing platforms. 2005 YouTube was created. No easy/effective way to share video footage online before that. Every mintue 24 hours of film is being uploaded. 2006 the start of Facebook and Twitter. 750 resp. 24 million global users. Spends an average of 25 min per day on Facebook. 2007 the first iPhone was released and 12 months ago the iPad was released. The constantly onliners are increasing! Berghs School of Communication
  • 14. Next... 2012 Online proximity & availability will increase ”…the beginning of a mini-revolution making our online presence even more attached to our physical presence” - Fredrik Wass, DN Blog På Webben 5/1 2011 Berghs School of Communication
  • 15. The evolution of communications 1800s – One to one 1900s – One to many 2000s - Many to many Berghs School of Communication
  • 16. Berghs School of Communication
  • 17. The consumption – Social & Smart The Blogosphere -  Over 650 000 active bloggers -  Approx. 3,7 million blog readers Social shopping -  Facebook shops Twitter - Viral elements - Approx. 80 000 Swedish members -  Social value & News value Social gaming - Wordfeud, WoW Facebook -  Real time platforms - 4,5 million Swedes on FB -  Augm.reality, Near field comm -  High social value, ad-value Social marketing Google+ -  360 degrees IRL (online/offline) - 25 million registered ww -  viral/engaging marketing -  Goliath vs Goliath Berghs School of Communication
  • 18. Facebook larger than traditional media Berghs School of Communication
  • 19. Explosive ”social” growth online Berghs School of Communication
  • 20. Segments in the Swedish blogosphere Interior & Design Fashion & Beauty, Personal Literature & Culture Family IT-tech Politics & Society Env./ Sport climate Berghs School of Communication
  • 21. An application based web Berghs School of Communication
  • 22. Coffee break 10 min Berghs School of Communication
  • 23. Campaign Planning, Objectives and Content Berghs School of Communication
  • 24. Preparation by listening and analyzing 1. The goal What do you want to achieve and change? i.e. Increase the Social Democratic voice on the internet 2. Targeting Where are my target groups and what social media channels do they use mainly? 3. Listening What are my target groups talking about, their mindsetting, status on opinion and debate 4. Channels Which main channels have to be activated as a result of 2 and 3? 5. Production Start your FB-page, contact your bloggers, start the blogs, activate twitter etc. Berghs School of Communication
  • 25. Monitor tools – free of charge Berghs School of Communication
  • 26. Monitor tools – subscription based Berghs School of Communication
  • 27. Monitoring social media Berghs School of Communication
  • 28. Berghs School of Communication
  • 29. Analyzing social media Berghs School of Communication
  • 30. Creating and spreading content on the social web Owned media Homepage Social Media platforms Earned media Owned media Bought media Advertising, SEM, SEO Marketing, FB-ads etc Online, Offline, Broadcast Earned Media Being out there Bought media Interacting in social media Building interest and relationships Berghs School of Communication
  • 31. Creating social objects Social objects are reasons for people to spread you virally Social objects are the reason two people are talking to eachother (you and your potential voters), as opposed to someone else (your opponent and your potential voters) Social objects to share can include: Pictures Stories Videoclips Blog badges # on Twitter Facebook apps Berghs School of Communication
  • 32. Coffee break and group task 30 min Berghs School of Communication
  • 33. Group task Berghs School of Communication
  • 34. Form into 5 groups of 4 participants (groups will be permanent and set throughout the week) From a strategic point of view, note, reflect and discuss the following: Who are your digital ambassadeurs and primary target groups? Where do they hang out online? What social objects can you create and activate through? In short, how do you monitor and analyze the social web? Berghs School of Communication
  • 35. Success stories and case examples Berghs School of Communication
  • 36. Swedish Foreign Ministry – Social Media Presence Berghs School of Communication
  • 37. Berghs School of Communication
  • 38. Using Facebook as an information service Berghs School of Communication
  • 39. Berghs School of Communication
  • 40. Creating video content Berghs School of Communication
  • 41. Understanding the power of online The Social Web Berghs School of Communication
  • 42. Thankyou! Berghs School of Communication