Cloudberry is a strategic communications agency that helps companies reach audiences through traditional and social media. It outlined a 15-point strategy for using social media that includes monitoring conversations, analyzing discussions about clients, developing a social media policy, educating staff, actively engaging in dialogues, and regularly evaluating social media efforts. The strategy emphasizes listening, building networks, reciprocity, and integrating social media into daily work.

1. Moving into social media
Communication Executives Programme
http://www.flickr.com/photos/gustavog/9708628/
Joakim Lind, Ångström Lab, Uppsala 2009-05-08

2. A Sweden-based strategic PR and
communications agency that helps
companies and organisations reach
Background out with their messages.
» Established in 2000
» International profile
» International network of partners Services
» Offices in Stockholm and Malmö » Analysis and strategy
» Traditional and social media
Focus » Workshops and seminars
» Corporate and consumer PR » Media training and coaching
» Main focus: » Copy (blogs, cases, opinion, press)
» ICT/Tech » Press material and media rooms
» Clean tech » Crisis management
» Environment
» Place branding
» Analysis
www.cloudberry.se

3. http://www.flickr.com/photos/lukevargas/2174568925/

4. Social media is information content created by
people using highly accessible and scalable
publishing technologies. At its most basic sense,
social media is a shift in how people discover, read
and share news, information and content.
http://en.wikipedia.org/wiki/Social_media

6. Web 1.0 vs 2.0 - The Visual Difference
http://www.sizlopedia.com/2007/08/18/web-10-vs-web-20-the-visual-difference/

7. Blogs
Video/moving
images
Social networks/
platforms
The Company
Wikis
Photos
Microblogs Monitoring
www.cloudberry.se

8. Is your website needed?
http://www.modernista.com/7/index.php

9. What do you do?
http://www.flickr.com/photos/briansolis/2735401175/

10. Background

11. The new media landscape
• Newspaper sales
decreasing
• Radio and TV
consumption going
down
• Internet usage
increasing
• Media consumption
being individualised
and differentiated
http://mindpark.se/, IRM

12. Internet usage is increasing
Traditional media –
new channels
http://mindpark.se/, World Internet Institute

13. YouTube up 72% in one year
http://mindpark.se/, comScore Video Metrix

14. Open Source
• Apache
• Linux
• MySQL
• Firefox
• World wide web

15. Blog explosion
http://www.flickr.com/photos/pingnews/436671445/

18. Death of the blog

19. “The old internet”
Thanks to Joakim Jardenberg http://www.unc.edu/depts/jomc/academics/dri/idog.jpg

20. Transparency and authenticity

21. Dialogue
Your ‘friends’ are your
best capital
Social media success
is built on dialogue
and generosity

22. Social media characteristics
• Realness/authenticity
• Generosity/reciprocity
• Openness/transparency
• Listening
• Dialogue

23. Micro blogs

24. Bombay attacks

27. Different strategies,
different tones

29. Friendfeed.com

32. www.cloudberry.se

33. Video

34. Virals

36. Technological innovations
36

37. Governmental information

39. Webcasts
• Conferences/
seminars
• Support
• Press meetings
• Competitions
• Dialogue
• Archiving
• Easy to integrate on
your web
• Viral push

41. Listen

43. Micro blog search

44. Media monitoring
Blogs/development
- Where are we being
Traditional media forums
mentioned, and how?
- Who is writing about us?
- The media image
- Where do we want to initiate
a dialogue?
- How can we comment?
- Should we comment?
Companies/
organisations INPUT

45. Comment on news and other blogs

46. Social media in
press activities

48. Customer support

49. Wikipedia
How are you and your
company described on
Wikipedia?

50. Bookmarks

53. Creative Commons licence
www.creativecommons.com
• Be generous with material and the possibilities to use it
• Can be used in press, blogs/websites and print

54. Follow up
• Most things can be evaluated
online
• Ranking on search engines
• What are the most read articles,
and most commented stories
• Most clicked images
• Awareness related to inquiries/
sales
• Brand analysis
• Etc...

55. Strategy for social media

56. Strategy for social media
1. Monitor and listen to blogs, microblogs and other social
media platforms (make sure that the reporting is quick by
limiting search terms and sending the results to the
relevant contacts)

57. Strategy for social media
1. Monitor and listen to blogs, microblogs and other social
media platforms (make sure that the reporting is quick by
limiting search terms and sending the results to the
relevant contacts)
2. Conduct an analysis (What is written about us, and where?
By whom?)

58. Strategy for social media
1. Monitor and listen to blogs, microblogs and other social
media platforms (make sure that the reporting is quick by
limiting search terms and sending the results to the
relevant contacts)
2. Conduct an analysis (What is written about us, and where?
By whom?)
3. Strategy on how you are to work with social media (to be
included in your communication plan)

59. Strategy for social media
1. Monitor and listen to blogs, microblogs and other social
media platforms (make sure that the reporting is quick by
limiting search terms and sending the results to the
relevant contacts)
2. Conduct an analysis (What is written about us, and where?
By whom?)
3. Strategy on how you are to work with social media (to be
included in your communication plan)
4. Design and introduce a policy for social media (and press)

60. Strategy for social media
1. Monitor and listen to blogs, microblogs and other social
media platforms (make sure that the reporting is quick by
limiting search terms and sending the results to the
relevant contacts)
2. Conduct an analysis (What is written about us, and where?
By whom?)
3. Strategy on how you are to work with social media (to be
included in your communication plan)
4. Design and introduce a policy for social media (and press)
5. Division of responsibilities

61. Strategy for social media
1. Monitor and listen to blogs, microblogs and other social
media platforms (make sure that the reporting is quick by
limiting search terms and sending the results to the
relevant contacts)
2. Conduct an analysis (What is written about us, and where?
By whom?)
3. Strategy on how you are to work with social media (to be
included in your communication plan)
4. Design and introduce a policy for social media (and press)
5. Division of responsibilities
6. Make sure that web pages can be indexed by search
engines and web spiders

62. Strategy for social media
1. Monitor and listen to blogs, microblogs and other social
media platforms (make sure that the reporting is quick by
limiting search terms and sending the results to the
relevant contacts)
2. Conduct an analysis (What is written about us, and where?
By whom?)
3. Strategy on how you are to work with social media (to be
included in your communication plan)
4. Design and introduce a policy for social media (and press)
5. Division of responsibilities
6. Make sure that web pages can be indexed by search
engines and web spiders
7. Introduce a function to distribute material on your website
(share/RSS)

63. Strategy for social media

64. Strategy for social media
8. Educate your organisation (social media success is to a
large part built on individuals’ engagement and interest)

65. Strategy for social media
8. Educate your organisation (social media success is to a
large part built on individuals’ engagement and interest)
9. Not everyone has to take part! (the need for engagement
and authenticity)

66. Strategy for social media
8. Educate your organisation (social media success is to a
large part built on individuals’ engagement and interest)
9. Not everyone has to take part! (the need for engagement
and authenticity)
10. Be active in your dialogue. Reply to other people’s
questions. Head, heart, gut.

67. Strategy for social media
8. Educate your organisation (social media success is to a
large part built on individuals’ engagement and interest)
9. Not everyone has to take part! (the need for engagement
and authenticity)
10. Be active in your dialogue. Reply to other people’s
questions. Head, heart, gut.
11. Build personal networks on social web platforms

68. Strategy for social media
8. Educate your organisation (social media success is to a
large part built on individuals’ engagement and interest)
9. Not everyone has to take part! (the need for engagement
and authenticity)
10. Be active in your dialogue. Reply to other people’s
questions. Head, heart, gut.
11. Build personal networks on social web platforms
12. Reciprocity

69. Strategy for social media
8. Educate your organisation (social media success is to a
large part built on individuals’ engagement and interest)
9. Not everyone has to take part! (the need for engagement
and authenticity)
10. Be active in your dialogue. Reply to other people’s
questions. Head, heart, gut.
11. Build personal networks on social web platforms
12. Reciprocity
13. Start on a scale that you are able to handle and can manage

70. Strategy for social media
8. Educate your organisation (social media success is to a
large part built on individuals’ engagement and interest)
9. Not everyone has to take part! (the need for engagement
and authenticity)
10. Be active in your dialogue. Reply to other people’s
questions. Head, heart, gut.
11. Build personal networks on social web platforms
12. Reciprocity
13. Start on a scale that you are able to handle and can manage
14. Integrate social media in everyday work routines

71. Strategy for social media
8. Educate your organisation (social media success is to a
large part built on individuals’ engagement and interest)
9. Not everyone has to take part! (the need for engagement
and authenticity)
10. Be active in your dialogue. Reply to other people’s
questions. Head, heart, gut.
11. Build personal networks on social web platforms
12. Reciprocity
13. Start on a scale that you are able to handle and can manage
14. Integrate social media in everyday work routines
15. Evaluate regularly

72. The best way to learn is to start yourself.
It’s fun!
http://www.flickr.com/photos/leecullivan/392574779/in/photostream/
Joakim Lind
joakim.lind@cloudberry.se
mobile: +46 (0)70 928 69 73
twitter: www.twitter.com/jold
linkedin: http://www.linkedin.com/in/joakimlind
57