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: The FUTURE   Kunnskapstinget, 22. september 2009 [email_address]   Twitter: lhhusom LinkedIn: Leif Henrik Husom
We are EXPOSED to ”millions” of TOUCHPOINTS creating our platform for attitude and choice. <ul><li>Marketing and advertisi...
The myriad of social medias PROVIDES great POSSIBILITIES – but requires higher PRECISION <ul><li>The human brain is develo...
Trends and changes: ”It is not the strongest of the species that survive, nor the most intelligent, but the one most respo...
Demographic changes…. Large changes in the population… The Grown-Up Consumer! Increase of single households Girl Power!
Technology changes….   (in a consumer relevant perspective) Web / Enterprise 2.0 Everything Availabile Everywhere The Digi...
People:  All scientific consumer research shows we are driven by 4 basic motives! Learning Security Belonging Acquiring  T...
Cultural changes From materialism back to more idealism  The protective consumer The influencing consumer The trans-cultur...
Social Media usage among Norway enterprises?  Highlights: Dataforeningens survey august2009 (236 respondents) <ul><li>In 3...
Most important usage areas for social medias today: 4 2% 33% Ca. 20% 24% 27% 21% 18% 10% 24% 18% 11% 10% General marketing...
Hig increase in 2010! Hovedfunn fra Dataforeningens undersøkelse august2009 Strong increase:  1,4-1,8X Mer enn dobling: 4 ...
10 easy rules for efficient use of social medias Basic principles for marketing, communication and dialogue on-line is NOT...
Norway enterprises are well prepared and has high hopes taking social medias in use in 2010. Will they succeed?   <ul><li>...
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Summary of Norwegian Social Media Adoption from Kunnskapstinge - September 2009

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Social media adoption results presented this week at Kunnskapstinget 2009 in Oslo, Norway.

Hastily translated but we wanted to get the results in english quickly.

Published in: Technology
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Summary of Norwegian Social Media Adoption from Kunnskapstinge - September 2009

  1. 1. : The FUTURE Kunnskapstinget, 22. september 2009 [email_address] Twitter: lhhusom LinkedIn: Leif Henrik Husom
  2. 2. We are EXPOSED to ”millions” of TOUCHPOINTS creating our platform for attitude and choice. <ul><li>Marketing and advertising from dozen of providers </li></ul><ul><li>Journalists and media providing you with facts, hints, advice and inspiration </li></ul><ul><li>Consumer-portals try to help you behave rationally </li></ul><ul><li>Direct sales through TM and professionals in a shop </li></ul><ul><li>From your daily experience as user of a product or service </li></ul><ul><li>When you are actively looking for information on the net </li></ul><ul><li>Or meet someone you did not expect (i.e. pop-ups) </li></ul><ul><li>Through the invoice </li></ul><ul><li>Word-of –mouth sharing our experiences with friends and family </li></ul><ul><li>Help-desk or customer service </li></ul><ul><li>When we read blogs and references to people sharing positives or negatives in the public space </li></ul><ul><li>From watch-dogs: authorities and government </li></ul>
  3. 3. The myriad of social medias PROVIDES great POSSIBILITIES – but requires higher PRECISION <ul><li>The human brain is developed over 500 million years. </li></ul><ul><li>It is 99,4% GENETIC SIMILARITY between us and a monkey: We ARE MONKEY 2.0! </li></ul><ul><li>Efficient marketing: ”The chase for conscious or unconscious positive associations”. </li></ul><ul><li>When we have so much to choose from… and we are all the centre of our own lives… we have to realize that ”my category” represents a VERY SMALL portion of the consumers daily life </li></ul><ul><li>Consequence: Extremely necessary to ”hit the bulls-eye” </li></ul>
  4. 4. Trends and changes: ”It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change” - Charles Darwin Change Culture People Politics Technology Demographics
  5. 5. Demographic changes…. Large changes in the population… The Grown-Up Consumer! Increase of single households Girl Power!
  6. 6. Technology changes…. (in a consumer relevant perspective) Web / Enterprise 2.0 Everything Availabile Everywhere The Digital Home ” What would fit into a building 25 years ago, fits in a pocket today. What fits in a pocket today will fit in a blood-cell 25 years from now…”
  7. 7. People: All scientific consumer research shows we are driven by 4 basic motives! Learning Security Belonging Acquiring Two more..? Entertainment Beauty t
  8. 8. Cultural changes From materialism back to more idealism The protective consumer The influencing consumer The trans-cultural consumer The activist consumer
  9. 9. Social Media usage among Norway enterprises? Highlights: Dataforeningens survey august2009 (236 respondents) <ul><li>In 3 out of 4 enterprises, the management has discussed use and presence of social media </li></ul><ul><li>6 out of 10 has decided to use social medias. 2 out of 10 wants to do further research and analysis </li></ul><ul><li>85% says their social media strategy is not fully implemented </li></ul><ul><li>56% has not established rules of conduct for employee usage of social medias </li></ul><ul><ul><li>Higher usage from enterprises that has…. </li></ul></ul><ul><li>1 out of 3 claims that the management does not understand new medias and possibilities. 1 out of 4 fully agrees that top management supports employee usage of social medias </li></ul><ul><li>2 of 10 agrees that use of social media during work-time is unproductive… 1 out of 10 do fully agree that use of social media represents a security risk </li></ul><ul><li>1 of 3 agrees that their enterprise wants to be leading in usage of social medias, and 2 out of 3 agrees that enterprises without a strategy for social media will face problems </li></ul><ul><li>1 of 3 expects their business partner that their business-partners is active with social medias. 4 of 10 enterprises find it important that employees are visible in professional networks </li></ul><ul><li>2 of 3 agrees that employees do represent their company when social medias is used privately </li></ul>
  10. 10. Most important usage areas for social medias today: 4 2% 33% Ca. 20% 24% 27% 21% 18% 10% 24% 18% 11% 10% General marketing / profiling Word-of-mouth surveillance Competetive intelligence 1-1 marketing & Customer dialogue
  11. 11. Hig increase in 2010! Hovedfunn fra Dataforeningens undersøkelse august2009 Strong increase: 1,4-1,8X Mer enn dobling: 4 dobling: Strong increase: 1,7-1,8X Dobling: Strong increase: 1,7-1,9X 4 dobling: Dobling: More than doubling: General profiling / marketing 1-1 marketing & Customer dialogue Recruitment Suveys
  12. 12. 10 easy rules for efficient use of social medias Basic principles for marketing, communication and dialogue on-line is NOT different from off-line If the business concept, strategy or marketing does not work analog – it most likely will not work digitally either Do you regard Internet and use of social medias as a platform for enterprise development or as a media channel?
  13. 13. Norway enterprises are well prepared and has high hopes taking social medias in use in 2010. Will they succeed? <ul><li>( 1) Understand the consumers and your customers! </li></ul><ul><li>(2) Objectives and training – management paradigm change </li></ul><ul><li>(3) Even though the new is cool – it got to work with the old </li></ul><ul><li>(4) Be relevant. Strengthen your enterprise core strategy and values </li></ul><ul><li>(5) Keep content alive </li></ul><ul><li>(6) Involve – not communicate </li></ul><ul><li>(7) Listen – don’t shout </li></ul><ul><li>(8) The medium is the message </li></ul><ul><li>(9) Create guidelines and rules of conduct </li></ul><ul><li>(10) Be honest! </li></ul><ul><li>Jens Stoltenberg (Norway prime minister): (14.09.09 – victory speech after 2009 election) </li></ul><ul><li>” We won the election on net. We made a tremendous effort by using Facebook, Twitter and social media tools. We managed to bridge the traditional and the new”. </li></ul>

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