Sigurd Gryttens foredrag om Hvordan bygge omdømme gjennom sosiale medier, 14. desember 2012. Tall er hentet fra InSites Consultings undersøkelse "Social Media Around The World 2011"

1. HVORDAN BYGGE OMDØMME GJENNOM SOSIALE MEDIER?
Sigurd Grytten
Partner, Zynk Communication & Leadership AS
@grytten
14. Desember 2012

2. Innhold
• Hvor stort og viktig er sosiale medier egentlig?
• Hva bør du tenke på når du er aktiv i sosiale medier?
• Hvordan kan du bruke sosiale medier strategisk?
• Hvordan kan ansatte gjennom sosiale medier bedre en virksomhets
omdømme?

3. REACH
"There was 5 exabytes of information created between the
dawn of civilization through 2003, but that much information
is now created every 2 days, and the pace is increasing.“
Eric Schmidt
Executive Chairman Google
August, 2010

4. REACH
“If you don’t have anything to hide, you have nothing to
fear.”
Eric Schmidt
Executive Chairman Google
PC World

5. Storebror ser deg?
• Geografisk lokalisering og log på • Twitter viser meningene dine
mobil
• Instagram tar bilder av hvor du er
• Logg på mobilsamtaler og SMS
utveksling • Google søk viser hva du tenker
• Elektronisk betaling • Epost utveksling
• Bompasseringer • Nettsider du besøker
• Kameraovervåking • Elektroniske ligningsopplysninger
• Facebook gir oversikt over hele ditt • Elektroniske helseregistre
nettverk

6. Moores Lov
Antall transistorer på et areal vil
dobles hver 24 måned
Moores lov ble fremsatt i 1965 av Gordon Moore som var
en av Intels grunnleggere

7. Studied countries
9027 consumers (age 15+) across 35 countries, representative for the online population within
country on gender, age and e-commerce.
Data collected on online research panels, field in Q2 2011.
Feedback: @Steven_insites

8. Facebook and Twitter | membership of one or both in Europe
N Europe = 5613 / F = If member of social network(s)

9. Facebook and Twitter | membership of one or both
Other networks than
Twitter and Facebook
Member of
Member of Facebook North
and Twitter
Twitter, no Facebook
13% 19%
2%
6%
1% 12%
65%
Member of
Facebook, no Twitter
80%
West East
10% 18% 13%
2% 25%
3%
69% 59%
South
5%
2%
29%
64%
N Europe = 5613 / F = If member of social network(s)

10. Facebook and Twitter | daily log on
Q : You are a member of the following social network sites. How often do you log into these sites? (% several times a day)
74%
35% 37%
13% 19%
2%
65% The more networks
someone uses, the more
time spend per network.
54%
Western Northern Eastern Southern
Members of: Log in to: Europe Europe Europe Europe
Europe United States Brazil Australia China India Japan
Facebook 76% 84% 58% 79% 74% 65% 59% 73% 66% 81% 67%
Twitter 39% 28% 27% 41% 37% 36% 59% 42% 68% 52% 70%
Facebook 50% 60% 47% 66% 54% 64% 66% 59% 34% 79% 40%
Twitter 26% 15% 35% 49% 35% 29% 62% 35% 70% 47% 57%

11. Top networks in Europe 9% 11%
16%
10% 2%
Aware and current member 5%
19%
Aware and once a member
62%
Aware, but no member
Not aware
52%
59%
7% 68%
27%
30%
20%
4%
Facebook Twitter MySpace LinkedIn
Facebook Twitter MySpace LinkedIn
Awareness 96% 80% 70% 32%
Membership 62% 16% 9% 11%
Base: Social networkers
Increase usage (top2%, 1-5) 29% 31% 12% 37%
Network size (av no. contacts) 133 59 84 57
Log on frequency (at least daily) 58% 37% 11% 12%
Log on duration (av minutes) 37 21 15 10
Ever deleted a person from contact
list 50% 34% 36% 12%
Base: Members of this network

12. Women typically outnumber men on social networks — women make up 53% of
Member profile Facebook users and 49% of MySpace users. However, a majority of LinkedIn
members (56%) and Twitter users (55%) are men.
Facebook Twitter MySpace LinkedIn
Gender
Male 47% 55% 51% 56%
Female 53% 45% 49% 44%
Age
Age
15-24 24% 30% 33% 15%
25-34 25% 25% 26% 24%
35-54 35% 30% 31% 43%
55-99 16% 14% 11% 18%
Smartphone
Smartphone
Smartphone user 43% 58% 46% 59%
Working situation
Working situation
Employed 58% 58% 54% 72%
Student 13% 17% 18% 8%
Not working 29% 26% 28% 21%
N Europe = 5613 / F = If member of social network(s)

13. STRATEGI FOR SOSIALE MEDIER
Hvordan bruke sosiale medier

14. Det er ikke et spørsmål hvorvidt man skal
bruke sosiale medier

15. While you should always aim for real
ROI metrics ,there are times when you
have to look at the cost of not
engaging.
Jamie Greeney, VP of Social Media and Online
Video at Salesforce.

16. If you want to go fast - go alone.
If you want to go far - go together
Al Gore, tidligere visepresident og
fredsprisvinner

17. The best way to become an influencer
is to create one
Jeremiah Owyang, partner Altimeter Group

18. “I’M A GREAT LOVER.
I’M A GREAT LOVER.
I’M A GREAT LOVER.”
The age of marketing

19. “TRUST ME,
HE’S A GREAT
LOVER”
The age of social media

20. Connecting in the Age of Social
(* Source: http://www.slideshare.net/LumensionSecurity/the-greatest-question-since-the-meaning-of-life-what-is-the-roi-of-social-media)

21. Tre lærdommer fra Obama-kampanjen i 2012*
1. I mediebruset øker verdien av personlige kontakter
2. Teknologi muliggjør målrettet kommunikasjon
3. Skreddersydde budskap treffer dersom de føles
relevant for mottakeren
*Jonas Hellman, partner i Prime og grunder til analysebyrået United Minds.

22. Rekkevidde og involvering
High
Structural collaboration Consumer Broad, open
consulting collaboration
board
Low High
Conversations
Customer Content
experience
Low
Reach

23. Oppsummering: Gode råd for bruk av
sosiale medier:
1. Vær kort og presis
2. Still spørsmål, gjerne polariserende og
kontroversielle
3. Engasjer og involver nettet ved å linke til
andre nettsider
4. Gjør det levende - bruk bilder og video
aktivt
5. Ikke spam - begrens oppdateringer til det
som er av interesse for målgruppen
6. Vær personlig - sosiale medier har en
innbygget forventning om personlig
involvering
7. Svar på spørsmål - delta i diskusjonen

24. OMDØMME OG SOSIALE MEDIER

25. Kommunikasjon og atferd
Kommunikasjon i flere Påvirke interessentenes Endre
kanaler oppfatninger målgruppenes
atferd
Avsender gir et budskap til en
Det mottatte budskapet endrer Målgruppene for kommunikasjonen
mottaker, som danner seg en
interessentens oppfatning i tråd med endrer atferd i tråd med
oppfatning på bakgrunn av
kommunikasjonsmålet forretningsmålet
kommunikasjonen

26. Forventningsstyring
Eksterne strukturelle
forventinger
Interne Eksterne
verdimessige verdimessige
forventninger forventninger
Interne strukturelle
forventninger

27. Interessent dialog

28. Budskapsutvikling
Emosjonell
mening
Subjektiv mening
Funksjonell mening
Objektiv mening

30. 61% of employed
social networkers is
proud of the company
they work for

31. 19% talks about
their company on social
media. Employees are
clearly unused social
potential.

32. Potential for brand ambassadors
● People who are pride of
16% the company they are
3% working for and like to talk
high
about their job /employer
TALKABILITY
on social media
36% 45% There is potential for getting
low
low high
proud employees to talk on
COMPANY PRIDE 2%
15% social media
28% 56%
15% 5% 16%
2%
39% 45% 36% 43%
18%
2%
45% N Europe = 2787 / F = If member of social network(s)
34%
and active working person

33. Information to share by employees
Q : What kind of information would you like to share about your job / employer on social media? I would like to...
Europe Europe regions
0% 25% 50% 75% 100%
...share information on (new) products / 50%
services
...announce events of my company 50%
...share information on new campaigns about 37%
(products / services of) my employer
...share vacancies for a job 37%
New products / services
and events are most popular
37%
...tell stories about the company culture
items to share on social media by
employees
...announce promotions 36%
...share news about new hired employees 21%
I have no idea 5% Europe
West
North
I do not like to share information about my East
company 10% South
N Europe = 2787 / F = If member of social network(s) and active working person, talking about heir job / employer on social media

34. Majority employees is not allowed
to use social media.
Two thirds of the European social networkers have (limited) access to social
network sites at work. Within Europe, Northern Europe has the highest level
of access, Western Europe the lowest.
Current attitude of companies towards social media is quite formal and does
not feel very emotional. Given the fact that social networking is all about
relationships, it seems wise to have a more human approach on social
media.
Employees can contribute in these. More than a third is open to share
information about the company they work for among their contacts on social
networks, if that’s beneficial for the company.

35. Access to social media at work | Europe
Q : To what extent do you have access to social network sites at your work?
Europe
33%
One third of the European
47% 22% social networkers are blocked
North
20%
by their employer to have
access to social network sites
18%
at work
18%
■ complete access 64%
■ limited access
■ no access at all
Would like to have
34%
access (top2%, 1-5) Wst East
30%
41% 44%
48%
16% 22%
15% 48%
South
31%
47%
21% N Europe = 2787 / F = If member of social network(s) and
42% active working person

36. Company policy
60% would like to get help from employer to
share relevant content.
25% has a written policy about social media
usage.
13% receives social media training.

37. 4 out of 10 like their
employer’s attitude towards
social media…
… and more than a third
is open to share information
about the company they
work for.

38. Employee attitude More than a third is open
to share information about the
Q : To what extent do you agree with each of these statements? (top2%, 1-5)
company they work for.
Europe Europe regions
0% 25% 50% 75% 100%
In my social network environment, I like to
57%
make a clear distinction between my
professional (e.g. colleagues) and my personal
life (e.g. family)
I’m open to share information about the
company I work for among my contacts on 36%
social networks, if that’s beneficial for my
company
Europe
West
I like to share information about my job North
among my contacts on social networks 22% East
South
N Europe = 2787 / F = If member of social network(s) and active working person