SlideShare a Scribd company logo
S L I P I N D H O L D E T F R I
J O N A S H E I D E S M I T H / @ J O N A S S M I T H
Photo: Thomas Roth
J O N A S H E I D E
S M I T H
• Onlinespecialist hos Egmont
• Information, Det Danske Filminstitut
mv.
• Ph.d. fra IT-Universitetet (2007)
• @jonassmith på Twitter
• jonas@autofire.dk
Photo: @notnixon
FA C E B O O K E F T E R
B L O D B A D E T
• 13% var luksus
• Test-publikum får update først
• Updates med ringe engagement
nedsætter fremtidigt engagement
• Like-farms og falske fans
• Man kan ikke længere stole på noget
:-)
Photo (section): Ludovic Toinel
H VA D E R G O D
O N L I N E K O M M U N I K AT I O N ?
O N L I N E B E T Y D E R F O R A N D R I N G
Slip indholdet fri
Slip indholdet fri
Slip indholdet fri
Slip indholdet fri
David Siegel: Creating Killer Web Sites (1997) Jakob Nielsen: Designing Web Usability (1999)
Slip indholdet fri
<FONT SIZE=+2>
Slip indholdet fri
S T R U K T U R H T M L
P R Æ S E N TAT I O N C S S
A D F Æ R D J AVA S C R I P T
Slip indholdet fri
Slip indholdet fri
S E O
A SEO expert walks into a bar,
bars, pub, public house, Irish
pub, drinks, beer….
B R O W S E S E A R C H
W E B 2 . 0 : D E N F R I E
S A M TA L E
• Blogs
• RSS
• Brugergenereret indhold
• Ajax
• Runde hjørner!
Photo (section): Glenn Halog
Slip indholdet fri
Slip indholdet fri
B R O W S E S E A R C H S O C I A L
1995-2000 2001-2008 2009-
I N T E G R E R E R O N L I N E O G
O F F L I N E
G O D O N L I N E K O M M U N I K A T I O N
Photo: The Q Speaks
I N T E G R E R E R I N S T I T U T I O N O G
M E D A R B E J D E R
G O D O N L I N E K O M M U N I K A T I O N
Slip indholdet fri
I N T E G R E R E R K A N A L E R
G O D O N L I N E K O M M U N I K A T I O N
Slip indholdet fri
B R U G E R ‘ A S S E T S ’ S T R AT E G I S K
O G E F F E K T I V T
G O D O N L I N E K O M M U N I K A T I O N
Slip indholdet fri
Slip indholdet fri
Web
Facebook
Twitter
Instagram
LinkedIn
Tumblr
…
Photo: Fredrik Rubensson
B 2 B
B 2 C
R E C R U I T M E N T
E M P L O Y E R B R A N D I N G
AWA R E N E S S
C R I S I S M A N A G E M E N T
C O N S U M E R I N S I G H T S
AWA R E N E S S
E M P L O Y E R B R A N D I N G
B R A N D I N G
E M P L O Y E R B R A N D I N G
“ I N T R A N E T ”
E M P L O Y E R B R A N D I N G
“ I N T R A N E T ”
C R I S I S M A N A G E M E N T I N T E R N AT I O N A L
18,221% 17,753% 20,030% 17,006% 20,210% 18,337% 19,085% 20009%
15519% 18063%
23114%
28717% 26419%
19835%
32755%
28912% 27481%
15274%
25737%
16231%
5379%
6888%
20587%
10439%
17578%
3125%
9618%
6659%
6645%
17247%
13157%
37168%
83963%
35924%
10352%
24000%
14737%
20000%
14737%
10130%
43700%
39200%
45900%
47600%
51200%
45000%
44400%
26400%
62700%
65100%
56000%
4495%
6765%
11165%
9075% 11030%
20300%
6270%
13130%
1995%
1671%
7808% 6684%
7544%
9,005%
8605%
8598%
14917%
0"
10,000"
20,000"
30,000"
40,000"
50,000"
60,000"
70,000"
80,000"
90,000"
100,000"
110,000"
120,000"
130,000"
140,000"
150,000"
160,000"
170,000"
180,000"
190,000"
200,000"
Nov012" Dec012" Jan013" Feb013" Mar013" Apr013" May013" Jun013" Jul013" Aug013" Sep013" Oct013" Nov013" Dec013" Jan014" Feb014" Mar014"
Number"of"people"
Egmont:"Combined"Online"Reach"
Web%(unique%users)% Facebook%(28%day%reach,%last%day%of%month)% TwiFer%(accounts%reached)% LinkedIn%(esImate,%update%with%most%impressions)%
B2B vs. B2C
Internal vs. External communication
Organizational silos
Photo: Jim Grady
Jonas Heide Smith
@jonassmith
jonas@autofire.dk
S O C I A L ?
• Yet another channel
• Community-mulighed
• Radikal nyt forhold til kunder
• Social business
• Bullshit
• Civilisationens undergang
Photo: Jim Bahn
Active users
Activeusers(millions)
0
350
700
1050
1400
Spring
2008
Autum
n
2008
Spring
2009
Autum
n
2009
Spring
2010
Autum
n
2010
Spring
2011
Autum
n
2011
Spring
2012
Autum
n
2012
Spring
2013
Autum
n
2013
109
138
167
204
232
200
300
500
600
700
800
900
1,000
1,135
1,260
0 5 10 30
60
100
150
Instagram Facebook Twitter Tumblr (million blogs)
Source: http://expandedramblings.com/ and others
H V E M S K A L VÆ R E
S O C I A L ?
• Kommunikation?
• Marketing?
• Produktejer?
• CEO?
• ALLE!?
K P I ?
• Engagement
• Reach
• Trafik
• Salg
• Viden
• Co-creation
Photo: Clint Mickel
C O N T E N T
• Sharable
• Likable
• Personligt
• Sympatisk
• Klogt
• Identitetsskabende
Photo: David Bleasdale
Slip indholdet fri
Slip indholdet fri
Slip indholdet fri
Slip indholdet fri
Mål Middel/Medie
O N L I N E K R Æ V E R
A S S E T M A N A G E M E N T
• Det vigtige er det kedelige og
usynlige
• Ved launch er organisationen
højstemt
• Der bliver ikke mere tid i fremtiden
• Lad robotterne arbejde
C M S A P I
P R E S E N TAT I O N
L AY E R
P R E S E N TAT I O N
L AY E R
P R E S E N TAT I O N
L AY E R
Kilde: http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere
H I S T O R I E A N S VA R L I G D E A D L I N E M E D I E R
P I X E L I N E - L A N D
Å B N E R I
U N I V E R S E PÅ A L S
( U G E 1 4 )
J O N A S H E I D E
S M I T H
4 - 4 - 2 0 1 4
I N T R A N E T, W E B
D K , W E B U K ,
FA C E B O O K ,
T W I T T E R ,
L I N K E D I N
S A M L E T S E T
• Online-kommunikation svæver mellem
skepsis og evangelisme
• Online kræver særlige kompetencer
• Væsentlige del af onlinearbejdet er usynligt
• Afsender og KPI må følge af konkret
“strategi”
• … men mennesker er vigtigere end
strategi
• Indhold skal tænkes uafhængigt af kanal
Photo: Caroline

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Slip indholdet fri

  • 1. S L I P I N D H O L D E T F R I J O N A S H E I D E S M I T H / @ J O N A S S M I T H Photo: Thomas Roth
  • 2. J O N A S H E I D E S M I T H • Onlinespecialist hos Egmont • Information, Det Danske Filminstitut mv. • Ph.d. fra IT-Universitetet (2007) • @jonassmith på Twitter • jonas@autofire.dk
  • 4. FA C E B O O K E F T E R B L O D B A D E T • 13% var luksus • Test-publikum får update først • Updates med ringe engagement nedsætter fremtidigt engagement • Like-farms og falske fans • Man kan ikke længere stole på noget :-) Photo (section): Ludovic Toinel
  • 5. H VA D E R G O D O N L I N E K O M M U N I K AT I O N ?
  • 6. O N L I N E B E T Y D E R F O R A N D R I N G
  • 11. David Siegel: Creating Killer Web Sites (1997) Jakob Nielsen: Designing Web Usability (1999)
  • 15. S T R U K T U R H T M L P R Æ S E N TAT I O N C S S A D F Æ R D J AVA S C R I P T
  • 18. S E O A SEO expert walks into a bar, bars, pub, public house, Irish pub, drinks, beer….
  • 19. B R O W S E S E A R C H
  • 20. W E B 2 . 0 : D E N F R I E S A M TA L E • Blogs • RSS • Brugergenereret indhold • Ajax • Runde hjørner! Photo (section): Glenn Halog
  • 23. B R O W S E S E A R C H S O C I A L 1995-2000 2001-2008 2009-
  • 24. I N T E G R E R E R O N L I N E O G O F F L I N E G O D O N L I N E K O M M U N I K A T I O N
  • 25. Photo: The Q Speaks
  • 26. I N T E G R E R E R I N S T I T U T I O N O G M E D A R B E J D E R G O D O N L I N E K O M M U N I K A T I O N
  • 28. I N T E G R E R E R K A N A L E R G O D O N L I N E K O M M U N I K A T I O N
  • 30. B R U G E R ‘ A S S E T S ’ S T R AT E G I S K O G E F F E K T I V T G O D O N L I N E K O M M U N I K A T I O N
  • 34. B 2 B B 2 C R E C R U I T M E N T E M P L O Y E R B R A N D I N G AWA R E N E S S C R I S I S M A N A G E M E N T C O N S U M E R I N S I G H T S AWA R E N E S S E M P L O Y E R B R A N D I N G B R A N D I N G E M P L O Y E R B R A N D I N G “ I N T R A N E T ” E M P L O Y E R B R A N D I N G “ I N T R A N E T ” C R I S I S M A N A G E M E N T I N T E R N AT I O N A L
  • 35. 18,221% 17,753% 20,030% 17,006% 20,210% 18,337% 19,085% 20009% 15519% 18063% 23114% 28717% 26419% 19835% 32755% 28912% 27481% 15274% 25737% 16231% 5379% 6888% 20587% 10439% 17578% 3125% 9618% 6659% 6645% 17247% 13157% 37168% 83963% 35924% 10352% 24000% 14737% 20000% 14737% 10130% 43700% 39200% 45900% 47600% 51200% 45000% 44400% 26400% 62700% 65100% 56000% 4495% 6765% 11165% 9075% 11030% 20300% 6270% 13130% 1995% 1671% 7808% 6684% 7544% 9,005% 8605% 8598% 14917% 0" 10,000" 20,000" 30,000" 40,000" 50,000" 60,000" 70,000" 80,000" 90,000" 100,000" 110,000" 120,000" 130,000" 140,000" 150,000" 160,000" 170,000" 180,000" 190,000" 200,000" Nov012" Dec012" Jan013" Feb013" Mar013" Apr013" May013" Jun013" Jul013" Aug013" Sep013" Oct013" Nov013" Dec013" Jan014" Feb014" Mar014" Number"of"people" Egmont:"Combined"Online"Reach" Web%(unique%users)% Facebook%(28%day%reach,%last%day%of%month)% TwiFer%(accounts%reached)% LinkedIn%(esImate,%update%with%most%impressions)%
  • 36. B2B vs. B2C Internal vs. External communication Organizational silos Photo: Jim Grady
  • 38. S O C I A L ? • Yet another channel • Community-mulighed • Radikal nyt forhold til kunder • Social business • Bullshit • Civilisationens undergang Photo: Jim Bahn
  • 40. H V E M S K A L VÆ R E S O C I A L ? • Kommunikation? • Marketing? • Produktejer? • CEO? • ALLE!?
  • 41. K P I ? • Engagement • Reach • Trafik • Salg • Viden • Co-creation Photo: Clint Mickel
  • 42. C O N T E N T • Sharable • Likable • Personligt • Sympatisk • Klogt • Identitetsskabende Photo: David Bleasdale
  • 48. O N L I N E K R Æ V E R A S S E T M A N A G E M E N T • Det vigtige er det kedelige og usynlige • Ved launch er organisationen højstemt • Der bliver ikke mere tid i fremtiden • Lad robotterne arbejde
  • 49. C M S A P I P R E S E N TAT I O N L AY E R P R E S E N TAT I O N L AY E R P R E S E N TAT I O N L AY E R Kilde: http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere
  • 50. H I S T O R I E A N S VA R L I G D E A D L I N E M E D I E R P I X E L I N E - L A N D Å B N E R I U N I V E R S E PÅ A L S ( U G E 1 4 ) J O N A S H E I D E S M I T H 4 - 4 - 2 0 1 4 I N T R A N E T, W E B D K , W E B U K , FA C E B O O K , T W I T T E R , L I N K E D I N
  • 51. S A M L E T S E T • Online-kommunikation svæver mellem skepsis og evangelisme • Online kræver særlige kompetencer • Væsentlige del af onlinearbejdet er usynligt • Afsender og KPI må følge af konkret “strategi” • … men mennesker er vigtigere end strategi • Indhold skal tænkes uafhængigt af kanal Photo: Caroline