Social Media - An Introduction


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An introduction to social media. How should your organization get started with a strategy? What can it be used for?

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Social Media - An Introduction

  1. 1. social media <ul><li>an introduction </li></ul><ul><li>February 2011 </li></ul><ul><li>Claus Enevoldsen </li></ul><ul><li>[email_address] </li></ul>
  2. 2. social media <ul><li>changes everything </li></ul>
  3. 3. agenda <ul><li>overview of social media </li></ul><ul><li>samples </li></ul><ul><li>what should your organization do? </li></ul>
  4. 4. the players and their purpose... Facebook 133M US users Linkedin 37M US users Twitter 16M US users Foursquare Flickr Instagram Groupon Klout YouTube Tackable Scvngr
  5. 5. solomo <ul><li>SOcial </li></ul><ul><li>LOcal </li></ul><ul><li>MObile </li></ul>
  6. 6. so what is social media?
  7. 7. it’s all about conversation
  8. 8. why invest in social media?
  9. 9. from a business perspective conversation crisis management customer service community part of imc database marketing branding advertising
  10. 10. samples
  11. 11. crisis management virgin airlines “ Look at this Richard. Just look at it: [see image]. I imagine the same questions are racing through your brilliant mind as were racing through mine on that fateful day. What is this? Why have I been given it? What have I done to deserve this? And, which one is the starter, which one is the desert? You don’t get to a position like yours Richard with anything less than a generous sprinkling of observational power so I KNOW you will have spotted the tomato next to the two yellow shafts of sponge on the left. Yes, it’s next to the sponge shaft without the green paste. That’s got to be the clue hasn’t it. No sane person would serve a desert with a tomato would they. Well answer me this Richard, what sort of animal would serve a desert with peas in.”
  12. 12. viral marketing old spice
  13. 13. personalized twitter It’s difficult to have a conversation with a logo...
  14. 14. flickr SHARING The Register’s Around Disney blog has a Flickr photo group where people can share photos taken in O.C them parks. A selection of these photos is highlighted weekly on the blog.
  15. 15. inigral ENABLE
  16. 16. what should your organization do?
  17. 17. strategic questions <ul><li>Why use social media? </li></ul><ul><li>What are the goals & objectives? </li></ul><ul><ul><li>Are they SMART (Specific, Measurable, Actionable, Realistic, Timed) </li></ul></ul><ul><li>Which social media channels should we use? </li></ul><ul><li>Who manages and how? </li></ul><ul><li>How do we enable conversation? </li></ul><ul><li>How do we make people aware of our presence? </li></ul><ul><li>How do we measure success? </li></ul><ul><li>Should staff engage in social media? </li></ul><ul><li>Do we need a social media policy and guidelines? </li></ul><ul><li>Do we have legal protection? </li></ul><ul><li>What happens if someone deletes your profiles? </li></ul>?
  18. 18. sample goals & objectives <ul><li>GOALS </li></ul><ul><li>ENHANCE AUDIENCE ENGAGEMENT </li></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Encourage trials/participation </li></ul></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><li>Respond promptly </li></ul></ul><ul><li>ENRICH PEOPLE’S LIVES </li></ul><ul><ul><li>Inform </li></ul></ul><ul><ul><li>Provide insights </li></ul></ul><ul><ul><li>Help audiences prosper </li></ul></ul><ul><ul><li>Build communities </li></ul></ul><ul><li>OBJECTIVES </li></ul><ul><li>BUILD RELATIONSHIPS </li></ul><ul><ul><li>Cross-functional / executive involvement </li></ul></ul><ul><ul><li>Initiate conversations and connections </li></ul></ul><ul><ul><li>Understand needs and interests </li></ul></ul><ul><ul><li>Surprise and delight customers </li></ul></ul><ul><ul><li>Empower audience as our ambassadors </li></ul></ul><ul><li>REINFORCE VALUE </li></ul><ul><ul><li>Solve problems </li></ul></ul><ul><ul><li>Reaffirm trust and accessibility </li></ul></ul><ul><ul><li>Personalize “faceless” media company </li></ul></ul><ul><ul><li>Defend or protect brand with immediacy </li></ul></ul>