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Dimensions and Approach to Social Media


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It is about People and not consumers in Social Media. Need to belong and be significant is why people use SM

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Dimensions and Approach to Social Media

  1. 1. It’s either social or it’s not media.2/21/2012
  2. 2. Social MediaA new kind of public space. 2/21/2012
  3. 3. Exists to fuelconversations,connections andshape opinion. 2/21/2012
  4. 4. Old behaviors, new technologiesThe most populartechnologies of the lastdecade –Facebook, SMS, BBM, Twitter,Mobile –each tool helps people dowhat we have been doingsince the 50s. 2/21/2012
  5. 5. Social Media is about people and not consumers2/21/2012
  6. 6. When it’s about “people”, relationships are built on mutual trust, interest and benefit.2/21/2012
  7. 7. People love Social Media2/21/2012
  8. 8. We fear the “one” and crave the“many” – this is our human nature Nobody wants to be alone…2/21/2012
  9. 9. Driven by a social survival mechanism that compels us to connect2/21/2012
  10. 10. We are born to connect.It’s a dialogue, not monologue 2/21/2012
  11. 11. 2/21/2012
  12. 12. Driven by our two most fundamental social needs2/21/2012
  13. 13. Need to belong2/21/2012
  14. 14. “Where am I in this story?”2/21/2012
  15. 15. Need to Belong What can brands do ?2/21/2012
  16. 16. Need to be Significant2/21/2012
  17. 17. I want to tell MY story… how areyou helping?2/21/2012
  18. 18. Need to be Significant What can brands do ?2/21/2012
  19. 19. People are more demanding, morediscerning and more connectedand the behavior is informationbased enabled by technology. 2/21/2012
  20. 20. Delight me and I will share with others. Satisfy me and I’ll leave you…2/21/2012
  21. 21. Content is only as good as the Context Increasingly brands are focusing on context as relationships are valued and limited by nature 2/21/2012
  22. 22. Marketers adapting Social Media2/21/2012
  23. 23. Intel Center of Excellence2/21/2012
  24. 24. Three dimensions of Social Media Brand to People People to Brand People to People2/21/2012
  25. 25. Brand to PeopleCreating dialogue, conversation and buildingconnection with brand and relating the brandwith lives and goals of people 2/21/2012
  26. 26. Engagement2/21/2012
  27. 27. 2/21/2012
  28. 28. Advocacy2/21/2012
  29. 29. Coca-Cola Ford Fiesta moments Nissan – My Versa Road TripIdentifying and engaging with top influencers as well as torespond to key drivers of customer satisfaction to enhanceexperience 2/21/2012
  30. 30. Insights2/21/2012
  31. 31. Create a community around a brand, while building a greatreputation for responsiveness. 2/21/2012
  32. 32. Retention2/21/2012
  33. 33. The Citi ThankYou Point Sharing App. MyCokeRewards 2/21/2012
  34. 34. Enhanced Service2/21/2012
  35. 35. Not only book flights via the Facebook app, but can also check in for flights and check their flight status using it. Delta Facebook Ticket Counter app can help customers print out boarding passes.The Mhbuddy from Malaysia Airlinespeople to see if their Facebook friendsare on the same flight and even changetheir seats so that they can sit with eachother where possible. 2/21/2012
  36. 36. Identify and Reduce Brand Risk2/21/2012
  37. 37. 2/21/2012
  38. 38. Attracting new business opportunities2/21/2012
  39. 39. American Express open forum website - Place for small business owners to help grow their business. As small business grow, their need for credit, loans and other financial products also grow.2/21/2012
  40. 40. Crises Communication2/21/2012
  41. 41. The 2011 weather disruptions and ash cloudsThe use of social media allowed Airlines in providing consumers withinstant updates literally as they were happening. 2/21/2012
  42. 42. Idea Generation2/21/2012
  43. 43. 2/21/2012
  44. 44. People to Brand What people want is to have brandsreach out to them and solve problems 2/21/2012
  45. 45. @ Delta Assist2/21/2012
  46. 46. People to PeopleThis is where most brands struggle to create value2/21/2012
  47. 47. Interactive and in Control  They are talking to each other  There is a vast –self answering community on social networks  People want their voice and opinion to be heard 2/21/2012
  48. 48. Mainstream websites This satisfies the need these sites have for content and theneed the brand has for publicity Forums /Message Boards Brand Feedback Social Media Assets Client Links and traffic Empower Brand Website Content Advocacy Be where people News, Events, Customer Service, and Support communicate Personal Blogs
  49. 49. 2/21/2012
  50. 50. Approach to Social MediaLearning to love is learning to let go. 2/21/2012
  51. 51. Age of Multiple home page for brands2/21/2012
  52. 52. Coke is mentioned 5,000 times a day on the internet 2/21/2012
  53. 53. Coca-Cola social media strategyReview the latest “buzz” surrounding Coca- ColaRespond to this opinion on the internet, Coke has “subject matter experts”,tasked in subject matters.Recording involves producing information with relevance and commoninterest for placement ranging from blog posts to short viral videosRedirecting is to bring information and content to consumers viaconnections from Google and Facebook to MyCokeRewards building “link love”. 2/21/2012
  54. 54. 2/21/2012
  55. 55. Approach to building relationships2/21/2012
  56. 56. Listen Participate Collaborate2/21/2012
  57. 57. Set-up right2/21/2012 infrastructure
  58. 58. Using customer insights gleaned from social media to drive product development Process Disseminating customer insights gleaned from social media to key decision makers Detecting early threats to the brand ( early warning systems)2/21/2012
  59. 59. Dedicated resources devoted to social media monitoringOrganization Dedicated resources devoted to online community management2/21/2012
  60. 60. Centralized repository for Knowledge consumer generated content and insights2/21/2012
  61. 61. Social Online community Platforms Social Media monitoring toolsTechnology Customer Data Repository Digital dashboards/ Performance reporting tools Customer Data Analytic software2/21/2012
  62. 62. Listen to conversation Identify relevant networks Participate in conversations by delivering relevant contentBuild Relationship with Prospect Identify and Develop Create Trust and Increase Evangelists TOM2/21/2012
  63. 63. How will your brand help me belong? How will your brand help me be significant?2/21/2012
  64. 64. Don’t sell Products. Sell a communityGive everyone a voice2/21/2012