The document discusses the significance of social media in reshaping consumer interactions and brand perceptions, emphasizing the need for brands to adapt to a landscape where consumers control the narrative. It highlights the importance of engaging with customers, fostering relationships, and utilizing feedback to build brand trust and credibility. Key strategies include participating in conversations, providing relevant content, and managing crises with empathy and responsiveness.

1. Getting started with social media

2. Social Media describes the online tools that people use to share opinions, experiences, and perspectives with each other.

3. “A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is!” (Scott Cook)

4. Changes

5. Monitoring & Measuring Social Media-Agent Wildfire 2009

6. Media landscape is changing…New channels are taking a relevant role…

7. Old vs NewSource: Meerman Scott

8. Source: Brian Solis

9. Take your chance!

10. OpportunitiesBuild ongoing relationships Gain brand advocates by social recommendationsIncrease brand awareness Crisis and reputation managementEnhance findabilityTraffic to websiteReach top influencers and create viral buzz effectsShowcase & promote productExtreme targetingEnhance customer serviceBuild credibility

11. Focus is on earned media “spending”: 81% of the brand executives surveyed expected an increase in digital projects

12. AdvertisementSource: Flowtown, 2010

13. Consumers in control

14. Social media changes how consumers buy Traditional purchase funnel thinking does not accurately capture the way consumer buy productsMcKinsey’s* 2009 research shows online influences purchase and loyalty considerablyTriggerSource: The Consumer Decision Journey; McKinsey Quarterly 2009

15. How many social media users turn to social media when making purchase decisions?Source: Flowtown, 2010

16. 76%...of consumers don’t believe that companies tell the truth in advertisements -YankelowichFUTURELAB

17. Social media turns around conversation & interaction…Build friendship relations!40%15%People considers social media as a space to express themselves- air their talentPeople becomes fan of a brand because of the exciting & attractive profile49%25%People searches interactivity- something to do with the brandPeople forbid advertising of brands they consider non-honest64%22%40%People need to feel that a brand is trustworthy and honest to WOM itPeople that are friends of a brand, spend more money with itPeople that are friends of a brand remember it when buying un the streetSource: adtofriends study

18. Making a plan

19. Where to start?

20. The Big 5

21. What are consumers saying about our brand,products and competitors?Collaborate and co-create: use your customer‘s ideas and insightsEmbracingListeningTalking SupportingPresence on relevant platforms, ongoing communication & relevant, engaging contentSocial Media StrategyInclude customer service and encourage peer-to-peer helpEnergizingBuzz, buzz, buzz. Target and engage with key influencer and customers.Source: Groundswell, Forrester

22. Being human!

23. Time to changeParticipate – it’s a conversation, not a monologue.Don’t be shy. Even if you are not the originator of the posts you can still participate and provide context!Lose the idea of control and think about what adds value for customers and prospects.

24. Listen and interactKey to success: EMPATHYI’m not just listening to you, I hear you. I see and feel what you’re saying.

25. Be relevant or they don‘t find you.

26. Fragmented media landscape & real-time provision leads to …INFORMATIONOVERLOADThus, people search what is relevant for them and listen what their peers recommend

27. Be relevant

28. When things go wrong…

29. Crisis Management Figure out what happened and what the emotions are behind it

30. Address issues or emotions in your responses

31. Show empathy

32. Give credence to the other party’s feelings and perceptions.