Social Media overview

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Social Media overview

  1. 1. Conversation starters BTO - 3/6/2010
  2. 2. Social Media Overview
  3. 3. ?
  4. 4. But first...
  5. 5. ... some history.
  6. 6. Web 2.0
  7. 7. Web 2.0 The ‘new’ web creation social decentral
  8. 8. 1. Creation The web is the first mass medium where the production tool is the same as the consumption tool.
  9. 9. Piramid 1 10 100 1000
  10. 10. Piramid 1 Creators 10 Reactors 100 Lurkers 1000 Strangers
  11. 11. Piramid 1 Creators 10 Reactors 100 Lurkers 1000 Strangers
  12. 12. 2. Social
  13. 13. 2. Social The story of the helicopter flight.
  14. 14. 3. Decentral Metcalfe’s law.
  15. 15. Bron: http://en.wikipedia.org/wiki/
  16. 16. Yelling does not work.
  17. 17. Where to start?
  18. 18. Social Networks Facebook, Hyves, VZ, Netlog, Bebo... Facebook + local, LinkedIn Biggest audience Usually closed
  19. 19. Sharing Networks Youtube, Flickr, Vimeo, Digg, Slideshare, StumbleUpon Open Focussed on sharing + commenting Google!
  20. 20. Microblogging Twitter, Yammer, (Facebook?) Open Asymmetrical Influential
  21. 21. Blogosphere Local Open Networks Influential
  22. 22. Forums Not dead! Closed Mature Google!
  23. 23. Wiki Wikipedia, Lostopedia Curated Collaborative Google!
  24. 24. Some terminology
  25. 25. Terminology RSS API, mashup Retweets linkjuice
  26. 26. Opportunities & threats
  27. 27. Social Media = at the intersection
  28. 28. Intersection Marketing, Sales PR, crisis PR HR Communications Customer Service IT
  29. 29. (Please, don’t leave social media to IT.)
  30. 30. Sales & Marketing create buzz support campaigns actions, coupons, promotions detecting buying intentions inspiration
  31. 31. PR perception press
  32. 32. Crisis PR platform! communication
  33. 33. HR recruitment alumni transparancy...
  34. 34. Communications social media press release press politicians?
  35. 35. Customer service detecting threats learn from your customers impending fires...
  36. 36. Lots of opportunities Who’s going to grab them?
  37. 37. But...
  38. 38. SM isn’t a magic wand it takes hard work it takes time it takes a strategy and structure it has to be in someone’s job description!
  39. 39. How to start?
  40. 40. Social Media = a bar
  41. 41. What does work? Listen Facilitate Conversation
  42. 42. 1. Listen Tracking tools Livestream Analysis Feedback Quantitative & qualitative!
  43. 43. Tracking tools: blogsearch.google.com search.twitter.com ubervu.com socialmention.com Radian6, Attentio...
  44. 44. 1. Listen Where is your particular audience? Where are your ambassadors? Where are your influentials?
  45. 45. 2. Facilitate Offer them a platform Give them ‘something to talk about’
  46. 46. Remember? Web 2.0, the ‘new’ web creation social decentral
  47. 47. 2. Facilitate allow people to create allow people to share do not try to control centrally
  48. 48. Social Currency
  49. 49. 2. Facilitate Give people something to “score” in the eyes of their peers
  50. 50. 2. Facilitate Platform?
  51. 51. 3. Conversation Keep the conversation going Reactive, then proactive Answer questions Incorporate feedback
  52. 52. Social Media Content Tracking
  53. 53. Feedback loop Content creation Social Media Online Reputation Management
  54. 54. Next steps
  55. 55. To do: Translate your marcom strategy to a social media strategy, ànd track & execute it.
  56. 56. 3 pilars: concept & strategy coaching & training execution
  57. 57. 1. Concept & strategy Translating marcom strategy to social media.
  58. 58. 1. Concept & strategy social media policy social media workflow selection of networks reactive or proactive? selection & setup of tools
  59. 59. 2. Coaching & training Empower internal people to execute the social media strategy.
  60. 60. 2. Coaching & training group sessions how-to, tips & tricks hands-on approach second line alerting
  61. 61. 2. Coaching & training Evolves over time, from creating awareness to training to second line help.
  62. 62. 3. Execution Maintain your social media presence.
  63. 63. 3. Execution updating Facebook fan pages monitor Twitter & react tracking over all social media reporting & analysis alerting
  64. 64. 3. Execution Support campaigns with social media.
  65. 65. Some cases
  66. 66. Nike+: Men vs Women
  67. 67. Godiva Belgitude
  68. 68. Ibis pillow fight
  69. 69. Kinepolis ORM
  70. 70. Tourism Austria
  71. 71. Questions?
  72. 72. Bart E: bart@talkingheads.be T: +32 495 51 36 36 Sofie E: sofie@talkingheads.be T: +32 478 20 84 11 Joke E: Joke@talkingheads.be T: +32 486 41 84 30
  73. 73. E: info@talkingheads.be T: +32 9 269 52 45

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