If we all did the things we arecapable of doing we wouldliterally astound ourselves.<br />Thomas Alva Edison<br />
What Goes Around Comes Around (1/3)<br />Engaging with your customers in the digital world<br />
Topics<br />WHAT & WHYWhat is social media, why is it important?http://www.slideshare.net/mannepanne/what-goes-around-come...
Culture changes, and business has to change with it or die.<br />Gary VaynerchukThe Thank You Economy<br />WHAT & WHY<br />
Social networks are not new...<br />WHAT & WHY<br />
Social networks are not new...<br />WHAT & WHY<br />
...an explosion of conversation...<br />WHAT & WHY<br />
...now the web itself is social!<br />WHAT & WHY<br />
...now the web itself is social!<br />WHAT & WHY<br />
...now the web itself is social!<br />WHAT & WHY<br />
We choose to be ourselves...<br />WHAT & WHY<br />
...as it gives such benefits<br />“One click signup” <br />“Social graph”<br /><ul><li> What I like
 My interests
My friends
 Where I am
Who I am with
  ...</li></ul>WHAT & WHY<br />
This technological change connects people all over the world, in real time...<br />...at an unprecedented scale!<br />WHAT...
Simple tweets, smart connection<br />WHAT & WHY<br />
Simple tweets, smart connection<br />WHAT & WHY<br />
Simple tweets, smart connection<br />WHAT & WHY<br />
Simple tweets, smart connection<br />WHAT & WHY<br />
Simple tweets, smart connection<br />WHAT & WHY<br />
Simple tweets, smart connection<br />By Nancy Colasurdo<br />WHAT & WHY<br />
A new type of media: earned<br />Paid:<br />TV, print, radio, web banners, bill boards, micro sites<br />Earned:<br />Soci...
Social media can scale one-to-onecustomer service interactions to make ita cost-effective marketing tool!<br />WHAT & WHY<...
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Get involved: What goes around comes around - 1/3

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First of three parts for a workshop on social media and branding done in Istanbul in June 2011. This part covers background on social media and why it is so important for business. Other parts are on current trends and how to get started with social media in your business.

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Get involved: What goes around comes around - 1/3

  1. 1. If we all did the things we arecapable of doing we wouldliterally astound ourselves.<br />Thomas Alva Edison<br />
  2. 2. What Goes Around Comes Around (1/3)<br />Engaging with your customers in the digital world<br />
  3. 3. Topics<br />WHAT & WHYWhat is social media, why is it important?http://www.slideshare.net/mannepanne/what-goes-around-comes-around-13<br />TRENDSHow is social media changing consumer behaviour?http://www.slideshare.net/mannepanne/what-goes-around-comes-around-23<br />GETTING INVOLVEDGrowing with social media, practical advicehttp://www.slideshare.net/mannepanne/what-goes-around-comes-around-33<br />
  4. 4. Culture changes, and business has to change with it or die.<br />Gary VaynerchukThe Thank You Economy<br />WHAT & WHY<br />
  5. 5. Social networks are not new...<br />WHAT & WHY<br />
  6. 6. Social networks are not new...<br />WHAT & WHY<br />
  7. 7. ...an explosion of conversation...<br />WHAT & WHY<br />
  8. 8. ...now the web itself is social!<br />WHAT & WHY<br />
  9. 9. ...now the web itself is social!<br />WHAT & WHY<br />
  10. 10. ...now the web itself is social!<br />WHAT & WHY<br />
  11. 11. We choose to be ourselves...<br />WHAT & WHY<br />
  12. 12. ...as it gives such benefits<br />“One click signup” <br />“Social graph”<br /><ul><li> What I like
  13. 13. My interests
  14. 14. My friends
  15. 15. Where I am
  16. 16. Who I am with
  17. 17. ...</li></ul>WHAT & WHY<br />
  18. 18. This technological change connects people all over the world, in real time...<br />...at an unprecedented scale!<br />WHAT & WHY<br />
  19. 19. Simple tweets, smart connection<br />WHAT & WHY<br />
  20. 20. Simple tweets, smart connection<br />WHAT & WHY<br />
  21. 21. Simple tweets, smart connection<br />WHAT & WHY<br />
  22. 22. Simple tweets, smart connection<br />WHAT & WHY<br />
  23. 23. Simple tweets, smart connection<br />WHAT & WHY<br />
  24. 24. Simple tweets, smart connection<br />By Nancy Colasurdo<br />WHAT & WHY<br />
  25. 25. A new type of media: earned<br />Paid:<br />TV, print, radio, web banners, bill boards, micro sites<br />Earned:<br />Social media is shaped by your fans<br />Published using channels owned by others. Aimed to customers considering your type of product, or those not previously exposed to your brand.<br />Conversation by and with fans, advocates, and critics.<br />LONG TERM!<br />Owned:<br />Own website,<br />newsletters<br />SHORT TERM EFFECT<br />Conversation can happen everywhere, with or without your participation!<br />Often aimed towards existing customers. Supports paid media with additional information, SEO, purchases.<br />WHAT & WHY<br />
  26. 26. Social media can scale one-to-onecustomer service interactions to make ita cost-effective marketing tool!<br />WHAT & WHY<br />
  27. 27. The customer decision journey<br />WHAT & WHY<br />
  28. 28. CDJ: Double Whammy Effect!<br />Whammy 1: Sincere customer care can build relationships that won’t easily be broken by advertising or discounts.<br />Whammy 2: Loyal customers who advocate your product influence their friends, who care a lot about trusted recommendations when evaluating options.<br />WHAT & WHY<br />
  29. 29. Care first, sell second!<br />WHAT & WHY<br />
  30. 30. In summary<br />What is social media<br />Why is it important<br />Technological change, triggering human behaviour<br />Really: people talking<br /><ul><li>People listen to advice from friends, not information in advertising
  31. 31. The web is no longer just technical links between websites, it truly connects people and supports real relationships
  32. 32. Customer care will be the number one competitive factor in our ever more connected world</li></ul>Wikipedia: “media for social interaction, using highly accessible and scalable communication techniques”<br />WHAT & WHY<br />
  33. 33. Thank you!<br />Twitter: @manne<br />http://www.hultberg.org<br />Part one of three, see the other parts on current trends and how to get started with social media in my Slideshare feed:<br />Part 1, Part 2, Part 3<br />

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