The document discusses the evolving dynamics of social media and its impact on engagement, branding, and customer relationships, emphasizing the importance of authenticity and building trust. It highlights the shift from traditional organizational control to a more open, relationship-driven approach where transparency and storytelling play key roles. Long-term investment in social media strategies can lead to improved return on investment, although results may take time to manifest.

1. REAL-TIME
return on investment
http://fuckyeahhappy.tumblr.com/post/157918828

2. presented by
NATASHA FRIIS
SAXBERG
@nfsaxberg
webcom.dk
FINE WEB SINCE 1996
http://www.flickr.com/photos/sukanto_debnath

3. status quo
TOP100 CEOs IN THE US
twitter - 2
linkedin - 13
facebook - 19
SOURCE www.uberceo.com CEOs in the US 2009 blogs - 0
http://www.flickr.com/photos/altuwa

4. is social media a fad?

7. It is a new game
BASED ON OLD RULES WITH A CHANGE IN MOTIVATION.
http://www.flickr.com/photos/bichuas

8. Old rules.
technology changes
- people don´t.
flickr.com/photos/lord-jim

9. new game
YOU ARE THE AUTHORITY
being profiled in return.

10. new game
creating a perfect online image
receiving recognition in return.
http://www.flickr.com/photos/juliannehide

11. new game
ME IN A SOCIAL RELATION
driven by curiosity.
flickr.com/photos/elvire-r

12. Old Rules.
development
self-
actualization
recognition/
profiling esteem
curiosity love/belonging
safety
physiological
maslow´s hierarchy of needs

13. social responsibility
Altruism is the new egoism.
real-time web bringing real-time change.
flickr.com/photos/s-t-r-a-n-g-e

14. Imagine the new game
& the old rules
filtered through the traditional organisation equals...
flickr.com/photos/altuwa

15. enterprise 2.0
WHAT ARE THE RULES?
flickr.com/photos/kimrose

16. To keep control of your market
you have to give up control of your product.
- Anarconomy by The Copehagen Institute for Futures Studies
flickr.com/photos/mugley

17. authenticity
PEOPLE CAN TELL IF YOUR
MESSAGE IS BROUGHT BY PASSION.
Make it don´t fake it.
http://www.flickr.com/photos/pearbite

18. transparency
What is really going on?
IMPERFECT IS THE NEW PERFECT!
flickr.com/photos/joiseyshowaa

19. ethics
COMMON SENSE STILL RULES
think before you hit play
it is not reversible.
flickr.com/photos/gcardinal

20. storytelling
HUMANS HAVEN´T CHANGED
SIGNIFICANTLY IN 70.000 YEARS
it´s still the stories we tell
that define us.
flickr.com/photos/juliannehide

21. find your style
communicate your passion
let your identity shine through
flickr.com/photos/fixe

22. best suited
media
there are a bunch
of options besides
facebook and twitter
the conversation
prism by Brian
Solis

23. focus!
With an ocean of possibilities it
is easy to drown.
flickr.com/photos/-ygor

24. Simple works
a story worth spreading
7.295.583 VIEWS

25. Simple works
a story worth spreading
7.295.583 VIEWS

26. Supporting processes
building a community of ambassadors
rather than sporadic campaigns
it is all about relations and trust.
flickr.com/photos/joiseyshowaa

27. www.flickr.com/photos/judepics/
time is a factor
it can easily take 3 years before
results are achieved.
building relations takes time.
BUT IT IS A LONG TERM INVESTMENT.

28. Return on investment
possible outcome.
flickr.com/photos/matze_ott_harvest www.flickr.com/photos/matze_ott

29. show me
the money
REAL-TIME CASES
http://www.flickr.com/photos/marxalot/

30. service & support
Bestbuy.
Understanding the media and
the different audience.

31. service & support
Salesforce.
Meeting the customers where they are.

32. Innovation
INNOVATION RARELY COMES
FROM WITHIN A COMPANY.
Listening is the easiest part of the social web.

33. HR
HIRING IS GOOD NEWS.
Why not spread the word and let your community
find your future employees.

34. branding - skittles.com
the social
web hub
TWITTER AND FACEBOOK AS A
COMMUNICATION PROTOCOL
Skittles tells the story
making it easy for
you to spread.

35. The cause
BRINGING VALUE TO MY
ONLINE IMAGE.

36. Role models
When the person defines the brand.
pshanmugam@mac.com

37. Listen & respond
engaging super users around the brand
CREATES AMBASSADORS.

38. Be human
AND BE TRUSTWORTHY.
pshanmugam@mac.com

39. Honesty
CUSTOMERS RELATE TO
PEOPLE NOT BRANDS.

40. Activity
IF YOU CAN´T THINK OF
ANYTHING TO SAY
DON´T EXPECT
THAT YOUR
CUSTOMERS
CAN EITHER.

41. AGGREGATE
DON´T EXPECT
What ever is
THAT YOUR
said about a
CUSTOMERS
company, see it
CAN.
at the company
website.
building trust.

42. Return on investment
- c´est possible?

43. The Strategy
take small steps with
large impact.
depending on your
strategy, you can
choose the variety of
return.
pshanmugam@mac.com

44. What is your
goal?
CHOOSE THE GOAL
BEFORE THE MEDIA.
www.flickr.com/photos/lrargerich

45. Measure.
if you don´t measure,
you will not know the gain.
www.flickr.com/photos/sufferingsocrates

46. the relation is the backbone
OF ANY EFFORT.
SERVICE & SUPPORT
RELA HR
TIO
N COMMUNICATION
INNOVATION

47. integrate.
PROCESS: CUSTOMER SUPPORT
SUPPORT SYSTEM
PHONE
EMAIL & CHAT
INTERNET FORM
TWITTER (AND/OR OTHER SOCIAL SERVICES)

48. What are you missing
out on?
Small steps are better than no steps.

49. ?
@nfsaxberg
slideshare.net/nfsaxberg
flickr.com/photos/radyone