This document discusses the importance of social media for organizations. It provides examples of popular social media platforms and strategies for how to effectively engage audiences using social media. The key strategies recommended are to listen to your audience, engage them in conversations, and measure your impact in order to continually improve your social media efforts. Examples are given of specific tactics for platforms like Twitter, Facebook, YouTube and mobile apps.

2. Should we use social
Text
media? is the wrong
question.
The Lutheran World Federation
Keynote and Workshop on Social Media
Martin Kuenzi, Head of Marketing & Communications

3. Should we use social
Text
media? is the wrong
question!
The Lutheran World Federation
Keynote and Workshop on Social Media
Martin Kuenzi, Head of Marketing & Communications

4. Don’t miss the
adventure.

5. SOCIAL-MANIA

6. WHY YOU SHOULD CARE ABOUT #SM

7. WEBTRENDS
Co-creation Crowdsourcing
Crowdfunding
Social shopping
Enterprise 2.0
Social networking
Wikis
Blogs Social news

8. LONG TAIL - LESS OF MORE

9. WHY SOCIAL MEDIA IS NOT A FAD!
!
Source: Charron, C. et al., 2006. Social computing. 9

10. The Groundswell.
People connecting using technology to get the
things they need from each other, bypassing
traditional institutions like corporations.
Groundswell, Li and Bernoff

11. MARKETING IS A DIALOGUE - ALWAYS!!!
OM ER
CUST
HE
Y T F YOUR
T’S WH L O
T HA ONTRO
I SI NC
RA ND
B
11

12. CASE STUDY I

13. CASE STUDY I

14. CASE STUDY II

15. CASE STUDY III
15

16. CASE STUDY IV
16

17. MARKETING TOOLKIT
Source: Charron et al. 2008
17

18. SOCIAL MEDIA STRATEGY
18

19. @SwissRedshield

20. THE POWER OF THE WEB
20

21. LISTEN
 Twitter: @SwissRedshield
 Listen
 Community building
 Spread content
21

22. ASSESS (COMMUNITY MARKETING CONCEPT)

23. ENGAGE
 Facebook: Heilsarmee.ArmeeDuSalut
 Make sure you are ready for #FB
 Assemble a crowd of people willing to
interact
 Be personal and share every day life
content
 Use it for viral campaigns
 Get better!
23

24. MEASURE
 Youtube: @SwissRedshield
 Assemble content into your own
Youtube channel
 Create your playlists
 Share and embed content
 Use it for viral campaigns
24

25. PLAY AN ACTIVE ROLE

26. ASSESS
 Youtube Stats
 Facebook Insights
26

27. IMPROVE
 iPhone-App: Feel Great!
 Increase involvement of your crowd
 Be part of today’s conversations
 Trigger conversations
27

28. TAKE AWAYS (HOW WE DO IT AT SWISS SALVATION ARMY)
Keep it simple and
make mistakes
Engage in a conversation,
if you feel so
Build relationships
and provide value.
Make people feel being
part of your story
Listen to your
audience
Involve your staff and
Offer various ambassadors
channels
28

29. Social Networing has been
our favorite since ever.

30. Thank
Text you.
Connect:
Twitter: @PirateTill
eMail: martin_kuenzi@salvationarmy.ch
LinkedIn: http://ch.linkedin.com/in/martinkuenzi
(c) 2012, Martin Kuenzi, Head of Marketing & Communications