Use the Social Media in your On Line Communication...
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
Social Change: Social Media's role in BusinessMichael Murray
This is a presentation on using change management best practices to encourage social media adoption within organizations. It begins with a "Social Media 101" section, then explains Enterprise 2.0 as the 'other' social media. The presentation then presents change management as a vehicle for encouraging social media adoption. Finally a case study and basic social media strategies provide readers with some tangible suggestions for how to get started.
Make Your Website Work for You, March 27, 2009abcboston
With the potential of technology to reach a much larger audience quickly and inexpensively, more and more organizations are using an online presence to reach donors, members, customers, volunteers and supporters.
Social Change: Social Media's role in BusinessMichael Murray
This is a presentation on using change management best practices to encourage social media adoption within organizations. It begins with a "Social Media 101" section, then explains Enterprise 2.0 as the 'other' social media. The presentation then presents change management as a vehicle for encouraging social media adoption. Finally a case study and basic social media strategies provide readers with some tangible suggestions for how to get started.
Make Your Website Work for You, March 27, 2009abcboston
With the potential of technology to reach a much larger audience quickly and inexpensively, more and more organizations are using an online presence to reach donors, members, customers, volunteers and supporters.
From Social Media To Human Media - critical reflection on social media & some...Niels Hendriks
This is a presentation by Liesbeth Huybrechts & Niels Hendriks given at the Glocal Conference in Macedonia in 2009. It makes a critical reflection on so-called social media and presents some design methods and projects dealing with social environments.
Social media for Non Profits | ProjectGirl.org SuccessWendy Soucie
Wendy Soucie worked with founders Kelly Parks Snider and Jane Bartell to help ProjectGirl.org win a Best Buy/ @15.com philathropy grant using social media to gain trust, awareness, and generate action.
Manage and Maximize Your Professional Presence Online InBusiness Madison Busi...Wendy Soucie
www.wendysoucie.com - Presentation given on 10/19/2011 at the In Business Madison Business Expo held at the Alliant Energy Center. Wendy Soucie is a certified social media strategist providing consulting services to business, organizations and individuals.
The Social Media Spine: Building the backbone to your online presenceStacy Lukasavitz Steele
Slides for the presentation I gave to Leadership Genesee on social media - very bare-bones approach to building an online presence, doesn't go too deep.
Jan 26 2011 gta rewards breakfast web 2 0 and hrCathy McKnight
Building an HR Social Media Strategy focuses on harnessing social media tools--social networks, blogs and wikis--for use in recruiting, employee engagement, training and corporate culture building. During this breakfast session we will review and discuss what social media tools are out there and how they can be used in recruiting, employee engagement, training and corporate culture building, as well as examine case studies and examples of internal social media success stories.
Social Media for Community Building | Ice Age Trail Alliance Annual Mtg | Apr...Wendy Soucie
www.iceagetrail.org is a nonprofit devoted to the maintenance and support of Wisconsin's Ice Age National Scenic Trail. This is a 1000 mile trail following the glaciers in WI. I am a member and support with volunteer hours to create and present this program.
Internet Strategic Communications - Presentation for AACN by Chris Wolz, Foru...Forum One
Presentation by Forum One Communications, Chris Wolz, to the American Association of Colleges of Nursing.
The presentation covers online strategic communications best practices for audience-centric strategy and targeting. The presentation also includes examples of "web2.0" services.
Contact: Chris Wolz / cwolz@ForumOne.com / http://www.ForumOne.com .
Social Media for the Scared February 2014Bex Lewis
Day long course designed for the Church of England, encouraging people to think about why, what, when, etc. to use social media, provided by Dr Bex Lewis, Director of Digital Fingerprint Social Media Consultancy.
From Social Media To Human Media - critical reflection on social media & some...Niels Hendriks
This is a presentation by Liesbeth Huybrechts & Niels Hendriks given at the Glocal Conference in Macedonia in 2009. It makes a critical reflection on so-called social media and presents some design methods and projects dealing with social environments.
Social media for Non Profits | ProjectGirl.org SuccessWendy Soucie
Wendy Soucie worked with founders Kelly Parks Snider and Jane Bartell to help ProjectGirl.org win a Best Buy/ @15.com philathropy grant using social media to gain trust, awareness, and generate action.
Manage and Maximize Your Professional Presence Online InBusiness Madison Busi...Wendy Soucie
www.wendysoucie.com - Presentation given on 10/19/2011 at the In Business Madison Business Expo held at the Alliant Energy Center. Wendy Soucie is a certified social media strategist providing consulting services to business, organizations and individuals.
The Social Media Spine: Building the backbone to your online presenceStacy Lukasavitz Steele
Slides for the presentation I gave to Leadership Genesee on social media - very bare-bones approach to building an online presence, doesn't go too deep.
Jan 26 2011 gta rewards breakfast web 2 0 and hrCathy McKnight
Building an HR Social Media Strategy focuses on harnessing social media tools--social networks, blogs and wikis--for use in recruiting, employee engagement, training and corporate culture building. During this breakfast session we will review and discuss what social media tools are out there and how they can be used in recruiting, employee engagement, training and corporate culture building, as well as examine case studies and examples of internal social media success stories.
Social Media for Community Building | Ice Age Trail Alliance Annual Mtg | Apr...Wendy Soucie
www.iceagetrail.org is a nonprofit devoted to the maintenance and support of Wisconsin's Ice Age National Scenic Trail. This is a 1000 mile trail following the glaciers in WI. I am a member and support with volunteer hours to create and present this program.
Internet Strategic Communications - Presentation for AACN by Chris Wolz, Foru...Forum One
Presentation by Forum One Communications, Chris Wolz, to the American Association of Colleges of Nursing.
The presentation covers online strategic communications best practices for audience-centric strategy and targeting. The presentation also includes examples of "web2.0" services.
Contact: Chris Wolz / cwolz@ForumOne.com / http://www.ForumOne.com .
Social Media for the Scared February 2014Bex Lewis
Day long course designed for the Church of England, encouraging people to think about why, what, when, etc. to use social media, provided by Dr Bex Lewis, Director of Digital Fingerprint Social Media Consultancy.
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...Greg Cangialosi
A presentation I have at this years edu Web Conference on July 24, 2007. The talk is given to an academic crowd but is highly relevant to marketing in general.
What is social media all about? How can caregivers get involved in the latest web 2.0 trend?
Social Media caregivers was created to answer these questions. This presentation discusses how Web 2.0 has changed communication and how sites like Twitter, Facebook and YouTube are helping create caregiver communities.
Basics of Social Media / Social Marketing.
basics of building communities, brand advocates, brand ambassadors, when social meets mobile, location based services, contextual marketing, let's get started right now
LiveTech delivers social media bootcamps for specific sectors.
This one was for the Events industry.
Here is the main screen presentation including the speakers from LiveTech 2011 held at the Saatchi Gallery in London on October 19th and 20th 2011
Leveraging principles and best practices from social media – sharing, prioritizing, discussing – enterprises can make knowledge sharing more efficient and effective.
Utiliser Wordpress comme levier de l'inbound marketing Wearethewords
En une cinquantaine de slides, découvrez comment Wordpress peut et devrait être utilisé en inbound marketing. Un outil pratique, modulaire et évolutif, particulièrement dédié aux PME qui se lancent dans l'inbound.
Comment fonctionne le storytelling et comment l'utiliser dans un programme de contenu et une stratégie de content marketing. Décortiquons les composantes de cette stratégie discursive à l'aune de cas concrets.
Comment marier le SEO et le brand content. Autrement dit: quelle stratégie de contenu pour intégrer harmonieusement les efforts marketing de visibilité et de génération de trafic d'une part, et l'ADN de marque et les messages de la marque ?
Rédiger des fiches produits performantesWearethewords
Quels sont les fondamentaux d'une fiche produit performante, pour inspirer, rassurer et convertir les visiteurs ? Découvrons les éléments éditoriaux essentiels pour assurer singularité, visibilité SEO et qualité rédactionnelle.
Médias sociaux : comment créer et animer une communautéWearethewords
C'est certain : être sur facebook ne suffit pas à prétendre "posséder" une communauté. Qu'est-ce qu'une communauté (virtuelle), comment fonctionne-t-elle et comment l'animer pour contribuer au succès de votre content marketing.
Checklist Contenu dans l'inbound marketingWearethewords
Passons en revue, de manière simple et succincte, les éléments d'une stratégie de contenu inbound. C'est notre méthodologie d'agence, spécialisée dans le content marketing et l'inbound depuis plus de vingt ans. Pour des marques comme Carrefour, Lego, Hilti, INA, Fiskars, ...
Marketing d'influence : le rôle des ambassadeurs dans l'animation d'un blogWearethewords
Comment intégrer les influenceurs dans votre stratégie de contenu, comment générer des contenus utilisateurs (user / human generated content) pour réduire vos coûts de production.
WAW Le blog comme outil de lead nurturingWearethewords
Retour sur l'apport du contenu comme élément fondamental d'une stratégie de lead gen. et de lead nurturing. Comment concevoir et animer un blog dans cette optique: comprendre, planifier et produire, puis mesurer et adapter les KPIs.
Quelles sont les étapes pour réaliser un audit SEO contenu : quels mots-clés vous référrencent ? Quelle popularité et concurrence ? Comment tirer les leçons de cet audit pour maximiser votre visibilité
Animation éditoriale : comment trouver ses sujetsWearethewords
Comment trouver des sujets pour animer votre blog ? Comment construire un programme de contenu ? C'est ce que nous voyons dans les slides de ce webinaire.
3 réflexes pour améliorer vos contenus WebWearethewords
Comment calibrer et adapter vos contenus à l'écran. Lisibilité et pertinence sont les deux critères de qualité d'un contenu Web. Retrouvez les slides de nos anciens webinaires Webikeo.
Quels contenus pour organiser votre stratégie d'optimisation SEO d'un e-commerce, sous le prisme des 3 grands types de contenu qu'on y trouve. Voici les slides de présentation de notre ancien webinaire sur ce thème.
Discours de marque et stratégie de contenuWearethewords
Comment travaille-t-on le discours de marque dans une stratégie de contenu. Charte rédactionnel, tonalité, angles de traitement et identité discursive. Voici les slides de notre webinaire sur la question. Wearethewords accompagne des start-ups et des grands groupes dans leur définition ou mue de marque.
Optimiser vos campagnes e-mail et newsletter - Support conférenceWearethewords
Comment optimiser vos campagnes e-mail et newsletter: le 6 novembre à l'IHECS, quatre professionnels du secteur sont venus présenter les meilleures pratiques et stratégie pour produire un contenu e-mailing qualifié. Retrouvez ici le support de leur conférence!
Avec pour intervenants:
Muriel Vandermeulen - Directrice associée de Wearethewords
Stéphane Bouchez - Fondateur et directeur de Stratenet
Jonathan Loriaux - Consultant e-mailing & eCRM chez Badsender
Pascal Jappy - Directeur Marketing de PR•Rooms
La newsletter pour maximiser votre lead nurturingWearethewords
La newsletter comme dispositif de marque pour atteindre et fidéliser les prospects? Quelle différence avec l’e-mail commercial? Quels sont ses avantages? Et quels sont ses avatars possibles?
Quelle stratégie de contenu développer pour une newsletter de marque, combinée aux e-mails commerciaux?
Quelle ligne éditoriale, quelle typologie de contenu, quelle fréquence de publication et quels indicateurs de performance?
Comment mettre en place une méthodologie en cinq étapes pour réussir son infolettre et en assurer l’utilité, l’attrait et la pérennité.
Parcourez ou revisitez le pdf de la conférence e-commerce live de @murielvdmeulen (http://ecommerce-live.net/eventcategory/wearethewords/)
Strategie de contenu et marketing éditorialWearethewords
Comment créer une expérience consommateur unique et différente sur internet ? Comment rédiger un contenu approprié aux différents canaux digitaux, avec des techniques de rédaction efficaces? Découvrez les outils pour booster votre stratégie de contenu dans le cadre du marketing éditorial.
Les clefs pour un écrit web optimisé. Sur la base des critères d'ergonomie (de lisibilité et de pertinence) comment organiser ses contenus pour maximiser les taux d'attention et les KPIs (quantitatifs et qualitatifs)
Les RP 2.0 vont-elles supplanter les médias sociaux? Hier, on clamait « le Web 2.0 signe la mort des RP ». Quid de l’intégration des actions de com. en ligne? Suivez le guide.
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Par l'auteur du premier ouvrage en FR sur la stratégie de contenu Web, "Stratégie de contenu Web, la revanche de l'éditorial" aux éditions de l'Alambic.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Building Your Employer Brand with Social MediaLuanWise
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In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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A strategic plan to use Social Media in your institutional communication
1. Better information on line,
better user experience...
Use the social media in your communication strategy
We are The Words
1
2. About We Are The Words
Cross Media Content Strategy
Content Providing
Information Architecture
Seminars & Conferences
Usability tes=ng
We are The Words
2
3. Use the social media in your communication strategy
http://socialnomics.net/video/ We are The Words
3
4. Better information on line,better user experience...
Use the social media in your communication strategy
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
4 We are The Words
4
5. Better information on line,better user experience...
Use the social media in your communication strategy
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
5 We are The Words
5
7. When The Web Became Social
User & user groups
• Technology • Create
• Interaction
• Content Creation = WEB 2.0 = •
•
Organize,
Tag,
• Amend & recommand,
• Reinvent.
7 We are The Words
7
8. When The Web Became Social
FROM MEDIA TO SOCIAL MEDIA:
-> Collective intelligence
-> Crowdsourcing
-> Folksonomie
-> Social bookmarking
-> Social networking
8 We are The Words
8
10. When The Web Became Social
“ ... empower the user to
contribute to developing,
rating, collaborating on and
distributing content... ”
http://www.oecd.org/dataoecd/57/14/38393115.pdf
10 We are The Words
10
11. When The Web Became Social
“ ...amateur users contribute
online material in a similar
manner than traditional
authors... ”
Quantitative Analysis of User-Generated Content on the Web
www.ra.ethz.ch/WWW/www2008/ws-workshop/WebEvolve2008-03.pdf
11 We are The Words
11
12. When The Web Became Social
12 We are The Words
12
26. Are You Ready To Use Social Media?
1. What do you do and why, in your words (not a vision statement)? On what could
you, as a business, spend more time, energy, and focus?
2. Are you passionate about your role? If so, why? If not, what would help you be?
3. What goals do you have for your role this year? How do you hope to impact the
success of your department? The company?
4. How would you describe the culture of our organization?
5. How do you use the internet in your work life? In your personal life? Where are
the overlaps?
26 We are The Words
26
27. Are You Ready To Use Social Media?
1. How do you use the internet in your work life? In your personal life? Where are the
overlaps?
2. How do you believe Cefic’s staff uses the internet for their work? Have you heard ideas
or feedback for ways they’d like to use it more or differently to do their jobs better?
3. Where do you turn when seeking resources or information about your organisation’s
influence/impact? About your stakeholders opinion?
4. What do your audiences seek from you?
5. If you could ask your audiences whatever they wanted, what questions are on your
mind? What would you like to know about them and their relationship to your
organisation ?
27 We are The Words
27
28. Are You Ready To Use Social Media?
1. Do you think your brand presentation aligns with your reputation as an organisation?
Why or why not?
2. What kind of communication or promotion do you think you do really well? What’s
gotten you excited about the way you present your organisation and why?
3. How well do you think you communicate with audiences overall ? Do you solicit their
feedback ? and how? What strengths and gaps do you see? Does it impact you, and if
so, is it for better or worse?
4. What sorts of measures do you use in your current role to evaluate the success or
impact of your organisation?
5. What’s your perception about social media based on what you know/have heard/have
read? And what is the perception of the organisation about these?
28 We are The Words
28
29. How Do You Use Social Media?
If you’re on Facebook, how long are you on it?
What do you do there?
How many pages do you go to?
What type of content do you share?
What type of content do your “friends” share?
If you’re on Twitter, how long are you on it?
What do you do there?
How many profiles do you follow?
What type of content do you share?
What type of content do your followers/the people you follow share?
If you’re on LinkedIn, how long are you on it?
What do you do there?
How many contacts do you have?
What type of content do you share?
What type of content do your contacts share?
29 We are The Words
29
30. Which Tools?
Type Description Example Added value
Highly popular syndication format that allows Virtually ubiquitous on blogs and most Can be used to provide updates on corporate
users to subscribe to any mainstream media websites, Used information or team activities. Also useful
RSS updates of content or project activities. extensively to keep updated on news. for assisting audiences to access thought
leadership content.
Making videos available for download, either YouTube and other video sites have become Videos can be used for communication
to anyone on the Internet or a defined extremely popular ways of sharing videos. to stakeholders for content updates,
Video audience. Videos are usually short with learning programs, and sharing
limited expected quality. of social activities.
Short (usually maximum of 140 character) By far the most popular micro-blogging Several organizations are now
updates that people can subscribe and platform is Twitter, which has grown providing micro-blogging
Microblog respond to, building broad-based dramatically since its birth in 2006. systems internally & externally.
conversations.
Online community in which people create While Facebook is the most Social networks give visibility, facilitate
Social Network personal profiles and share information popular social network, there are also many social interaction and trust-building among
with their friends and contacts. others, more specific (LinkedIn). audiences.
Notation of on-line sources (webpages, video Del.icio.us and other social bookmarking If broadly adopted, social bookmarking helps
clips, pictures, text files, etc.) as favorites in tools are highly popular, and cansignificantly staff to find relevant information and reduce
Social Bookmarking a public or semi-public space. impact the visibility of the organization. duplication of research.
30 We are The Words
30
34. Which Tools?
http://twitter.com/plasticpossible
http://twitter.com/TRInternational
http://twitter.com/chemicalweek
http://twitter.com/AmChemistry
34 We are The Words
34
36. Which Tools?
http://www.alexa.com/siteinfo/
We are The Words
36
37. Which Tools?
72% users created their account between January & June 09
85% of users posted less than a tweet/day
http://www.sysomos.com/insidetwitter/
We are The Words
37
38. Which Tools?
21% of the users never published anything
50% of the users publish less than once a week
94% of the users have less than 100 followers
We are The Words
38
39. Which Tools?
• 5% of the users generate 75% of all Twitter activity
• 10% generates 86% of the Twitter activity
We are The Words
39
40. Which Tools?
• The more followers a User has, the more he/she’ll
tweet
We are The Words
40
45. Which Tools?
http://www.andersonanalytics.com/index.php?mact=News,cntnt01,detail,
0&cntnt01articleid=52&cntnt01origid=16&cntnt01detailtemplate=newsdetail
.tpl&cntnt01dateformat=%25m.%25d.%25Y&cntnt01returnid=46
http://www.slideshare.net/erickschonfeld/linkedin-demographic-data-jun08-presentation
45 We are The Words
45
46. Which Tools?
http://www.andersonanalytics.com/litype/
46 We are The Words
46
49. Which Tools?
1. LinkedIn Applications:
▪ What you are currently reading: You can communicate what books your reading, which shows
how well read you are.
▪ Travel schedule: This allows you to meet up with other LinkedIn professionals in your network.
▪ Blog/ Wordpress integration: You can integrate a blog on your profile page as well. If your profile
is keyword optimized, you get a lot of traffic and in turn more traffic back to your website from
displaying the blog application.
2. Status Update Tool: Simply by communicating short messages or updates on what CEFIC is doing,
you can drive significant exposure to your organization. Links to websites, articles, or blogs can
nourrish your updates. The best way to shorten the links is through Bit.ly link (shorten which include
real time analytics).
3. LinkedIn Mobile: If your audiences have a blackberry, Palm, or Iphone this is a great application
to keep up to speed with their LinkedIn network and enter status updates just go to m.linkedin.com
on their phone to begin using the application.
4. PingFM: This is a great tool not just related to LinkedIn, however it can integrate across most
social platforms to push out your status updates in one single place saving you vast amounts of
time. Learn more at www.Ping.fm
49 We are The Words
49
66. Defining Your Strategy
Analysis & Benchmarking
How do the others do it?
Why do the others do it?
Internal actors
Objectives = inform, promote, convert?
Roles, needs, resources
External targets
Define your audiences = Personas
How to engage them
How to interact with them
Editorial strategy
66
67. How Do The Others Do It?
- There is no “one right way”.
- What is most valuable will vary depending on the organization.
- Some things work and some don’t.
- There always may be better ways.
67 We are The Words
67
68. How Do The Others Do It?
• Are there already on line services similar to what I wanted to
set up?
• Will I be able to update & develop the service if necessary?
• Will this service be relevant & consistent with the organization
visibility & communication strategy?
• Which ressources will be necessary (people, content, design,
advertising, ...)
68 We are The Words
68
69. Why Do The Others Do It?
To
Establish/develop contact with communities
Engage & measure community beliefs/ideas/desires
Instantly communicate with the communities
Make the audiences grow fast
69 We are The Words
69
70. Why Do The Others Do It?
Public Relations
Audiences Support
Market Research
Brand Marketing
Launches/New Publications
Consumer Education
Events
Project Development
Customer Relationship Management
70 We are The Words
70
79. Analysis & Benchmarking
- Where the relevant conversations are taking place?
- Who’s participating?
- What they’re saying and the tone of the discussions?
- What specific information they’re looking for?
- What are the patterns of behavior within your specific communities?
79 We are The Words
79
80. Defining Your Strategy
Internal actors
Objectives, roles, needs, resources
Competencies & affinities with the tools
We are The Words
80
82. Defining Your Strategy
External targets
Define your audiences
How to engage them
How to interact with them
82
83. Defining Your Strategy
Let us examine the 4 CEFIC personas
Which one(s) are your personas?
Which are their communication channels/needs?
Wich social media do they use?
How would they use your social media (and
which ones more than the others?)
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84. Better information on line,better user experience...
Use the social media in your communication strategy
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
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90. Better information on line,better user experience...
Use the social media in your communication strategy
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
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91. Which Social Media To Reach Them?
Inform Promote
Why, at CEFIC, would you use
- An RSS feed
- Facebook
- Twitter
- LinkedIn
- YouTube
- Delicious
Convert
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92. Which Intent?
Knowing your intent drives which path you take.
•Improve awareness and open communication about your organization?
•Reach new audiences and open channels for membership or servicing?
•Use these tools as collaboration platforms?
•Informational communication?
•Virtualizing your brand?
•...
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93. Which Message?
From the “4P” to the “4 C”
Consumer wants and needs (vs. Products)
You can't develop products and then try to sell them to a mass market. You have to study consumer wants and needs and then attract consumers one
by one with something each one wants. Author of the movie Field of Dreams, J.P. Cancilla may have exclusive rights to the phrase "build it and they
will come". In most cases, you have to find out what people want and then "build" it for them, their way.
Cost to satisfy (vs. Price)
You have to realize that price - measured in dollars - is one part of the cost to satisfy. If you sell hamburgers, for example, you have to consider the
cost of driving to your restaurant, the cost of conscience of eating meat, etc. One of the most difficult places to be in the business world is the
retailer selling at the lowest price. If you rely strictly on price to compete you are vulnerable to competition - in the long term.
Convenience to buy (vs. Place)
You must think of convenience to buy instead of place. You have to know how each subset of the market prefers to buy - on the Internet, from a
catalogue, on the phone, using credit cards, etc. Lands End clothing, Amazon Books and Dell Computers are just a few businesses who do very well
over the Internet.
Communication (vs. Promotion)
You have to consider the communication instead of promotion. Promotion is manipulative (ouch!) - it’s from the seller. Communication requires a
give and take between the buyer and seller (that's nicer). Be creative and you can make any advertising "interactive". Use phone numbers, your web
site address, etc. to help here. And listen to your customers when they are "with" you.
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94. Which Editorial Chart?
CF. General Motors :
Blogger Policy
1. We will tell the truth. We will acknowledge and correct any mistakes promptly.
2. We will not delete comments unless they are spam, off-topic, or defamatory.
3. We will reply to comments when appropriate as promptly as possible.
4. We will link to online references and original source materials directly
5. We will disagree with other opinions respectfully.
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95. Better information on line,better user experience...
Use the social media in your communication strategy
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
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96. Prepare The Tools
✓ Give your tools a “name”
✓ Login / Passwords
✓ E-mails
✓ When creating the tools
✓ Editorial Chart
✓ How to prepare them (content, design, on line publishing)
✓ How/When communicating on their launch
✓ How communicating on their existence?
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97. Check-list # 1
1. Know your business.
2. Know your target audiences.
3. Know your competition.
4. Know your objectives.
5. Know how to measure your results.
6. Know your help.
7. Trust your help.
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