Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Presentation Wednesday Relations 18th of January 2010

978 views

Published on

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 jesperastrom.com and search for "wednesday relations".

Published in: Business
  • Be the first to comment

Presentation Wednesday Relations 18th of January 2010

  1. 1. Social Media Strategy Jesper Åström - jesperastrom.com 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. jesperastrom.com Jesper Åström - Digital Director @ Honesty.

×