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Presentation Wednesday Relations 18th of January 2010


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A presentation held on the 18th of January 2010 in a workshop at Wednesday Relations office in Stockholm. To read the complimentary blog post. Please visit and search for "wednesday relations".

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Presentation Wednesday Relations 18th of January 2010

  1. 1. Social Media Strategy Jesper Åström - Digital Director, Honesty.
  2. 2. 1.000.000 • Advice based on that you should treat everyone else the way you want to be treated • People will hate on you regardless of what you do... so just do it
  3. 3. Before you start know • What you want to achieve • Who is the designated doer • how to Measure EVERYTHING • Remember you have no clue what you’re doing as anything can happen • It is all about people
  4. 4. and... • There is no universal strategy for social media • Change it if you find better ways to meet your goals
  5. 5. What is Social Media?
  6. 6. Social Media is • Blogs, micro blogs • Social networks, forums, crowdsourcing sites • Video and photo websites • soon just about everything on the web...
  7. 7. What is Social Media To a Marketeer
  8. 8. Social Media is • A way to reach large groups fast • A way to create relevant offers by learning about the end user • A way to build confidence and to work with crisis control • A way to knit important relationships • ONE part of the complete marketing plan
  9. 9. What is needed? To reach results
  10. 10. Needs • Infrastructure that demands investments • Creativity and media space consumption • The ability to adapt fast
  11. 11. and... • A working, internal REAL (work together, not only talk to each other) co-operation between PR & Marketing
  12. 12. Strategy
  13. 13. Two parts • Internal Strategy • External Strategy
  14. 14. Internal Strategy
  15. 15. Answer these questions • Do we have the organization we need? • Can we support the technical infrastructure? • Do we have the drive and desire to do this? Do we REALLY want to do this?
  16. 16. External Strategy
  17. 17. Answer these questions • Where are our fans? • Are we interested in listening in on what they want to say and do with our brand and products? • What do we want to tell them?
  18. 18. 3 Common Applications
  19. 19. #1 The Square • A place where you meet the users and where they contribute to the content • Such places are: • Blogs, forums, crowd sourcing services
  20. 20. #1 The Square
  21. 21. #1 The Square • Do we have the organization we need? • Time at work • Technical infrastructure? • Blog tool, forum, crowd sourcing platform • Engagement? Drive? • A gang of people to tag team each other with stuff THEY are passionate about which is in line with what the company wants to communicate
  22. 22. #2 The Catcher Someone hears You Catch the You Scream Reaction
  23. 23. #2 The Catcher • Organization? • Working customer service in social media • Technical infrastructure • Facebook, Twitter, SEO:ed website, Orkut, Friendster etc. • Engagement? Drive? • ONE person is all you need. One SUPER person that REALLY wants to do this. Even on their spare time.
  24. 24. #3 The Club
  25. 25. #3 The Club • Organization • Dedicated, on topic expert that will handle the communication • Budget for specially targeted campaigns to members of the club • Technical infrastructure • Facebook, Twitter, SEO:ed website etc. • Engagement? Drive? • Engagement on ALL levels in the company.
  26. 26. Campaign strategy and social media
  27. 27. Preparation • Create targets/goals BEFORE you start • The smallest work effort to contribute to the campaign should be a press on a button • A maximum of 3 rules • Water proof disclaimer • Brace yourself for cheating
  28. 28. Launch • One or all of the below will create success for you • Creativity • Relationships • Cheating
  29. 29. Whilst • Constant monitoring • Support with blog posts, twittering, facebooking etc with updates on how the competition is going. • Use the users usage as news
  30. 30. Afterwards • Tell everyone who joined what happened by telling them a story they can share • Examine the goals, evaluate!
  31. 31. Sales strategy
  32. 32. Sales strategy • Think CRM • Think eMarketing • Think rate & reviews • Think traffic & loyalty first, then conversion • Think of conversion in steps
  33. 33. Conversion? • 9:1 • companies spend $9 on getting people to the website • companies spend $1 on average to make this traffic convert • Do you see the same problem I do? • A/B Split test • KPI’s you MUST measure • Inbound links • Downloads, newsletter signups • Fans, followers, haters and lovers • Amount of mentions and shares
  34. 34. Jesper Åström - Digital Director @ Honesty.