Moving into social media
Communication Executives Programme




                                                  http://w...
A Sweden-based strategic PR and
                                           communications agency that helps
              ...
http://www.flickr.com/photos/lukevargas/2174568925/
Social media is information content created by
people using highly accessible and scalable
publishing technologies. At its...
Web 1.0 vs 2.0 - The Visual Difference




 http://www.sizlopedia.com/2007/08/18/web-10-vs-web-20-the-visual-difference/
Blogs
                                      Video/moving
                                         images




Social networ...
Is your website needed?




http://www.modernista.com/7/index.php
What do you do?




         http://www.flickr.com/photos/briansolis/2735401175/
Background
The new media landscape

• Newspaper sales
  decreasing

• Radio and TV
  consumption going
  down

• Internet usage
  inc...
Internet usage is increasing
                                                Traditional media –
                         ...
YouTube up 72% in one year




http://mindpark.se/, comScore Video Metrix
Open Source


• Apache
• Linux
• MySQL
• Firefox
• World wide web
Blog explosion




http://www.flickr.com/photos/pingnews/436671445/
Death of the blog
“The old internet”




Thanks to Joakim Jardenberg             http://www.unc.edu/depts/jomc/academics/dri/idog.jpg
Transparency and authenticity
Dialogue
Your ‘friends’ are your
     best capital

Social media success
 is built on dialogue
    and generosity
Social media characteristics


• Realness/authenticity
• Generosity/reciprocity
• Openness/transparency
• Listening
• Dial...
Micro blogs
Bombay attacks
Different strategies,
   different tones
Friendfeed.com
www.cloudberry.se
Video
Virals
Technological innovations




              36
Governmental information
Webcasts
• Conferences/
  seminars

• Support
• Press meetings
• Competitions
• Dialogue
• Archiving
• Easy to integrate o...
Listen
Micro blog search
Media monitoring
                                                  Blogs/development
- Where are we being
                ...
Comment on news and other blogs
Social media in
press activities
Customer support
Wikipedia

How are you and your
company described on
     Wikipedia?
Bookmarks
Creative Commons licence
       www.creativecommons.com




 •   Be generous with material and the possibilities to use it...
Follow up

•   Most things can be evaluated
    online

•   Ranking on search engines

•   What are the most read articles...
Strategy for social media
Strategy for social media
1. Monitor and listen to blogs, microblogs and other social
   media platforms (make sure that t...
Strategy for social media
1. Monitor and listen to blogs, microblogs and other social
   media platforms (make sure that t...
Strategy for social media
1. Monitor and listen to blogs, microblogs and other social
   media platforms (make sure that t...
Strategy for social media
1. Monitor and listen to blogs, microblogs and other social
   media platforms (make sure that t...
Strategy for social media
1. Monitor and listen to blogs, microblogs and other social
   media platforms (make sure that t...
Strategy for social media
1. Monitor and listen to blogs, microblogs and other social
   media platforms (make sure that t...
Strategy for social media
1. Monitor and listen to blogs, microblogs and other social
   media platforms (make sure that t...
Strategy for social media
Strategy for social media

8. Educate your organisation (social media success is to a
   large part built on individuals’ ...
Strategy for social media

8. Educate your organisation (social media success is to a
   large part built on individuals’ ...
Strategy for social media

8. Educate your organisation (social media success is to a
   large part built on individuals’ ...
Strategy for social media

8. Educate your organisation (social media success is to a
   large part built on individuals’ ...
Strategy for social media

8. Educate your organisation (social media success is to a
   large part built on individuals’ ...
Strategy for social media

8. Educate your organisation (social media success is to a
   large part built on individuals’ ...
Strategy for social media

8. Educate your organisation (social media success is to a
   large part built on individuals’ ...
Strategy for social media

8. Educate your organisation (social media success is to a
   large part built on individuals’ ...
The best way to learn is to start yourself.

                       It’s fun!




                                        ...
Moving into Social Media
Moving into Social Media
Moving into Social Media
Moving into Social Media
Moving into Social Media
Moving into Social Media
Moving into Social Media
Moving into Social Media
Moving into Social Media
Moving into Social Media
Moving into Social Media
Moving into Social Media
Moving into Social Media
Moving into Social Media
Moving into Social Media
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Moving into Social Media

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Presentation at Ångström Lab, Uppsala Sweden, May 2009. Introduction to Social Media.

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Moving into Social Media

  1. 1. Moving into social media Communication Executives Programme http://www.flickr.com/photos/gustavog/9708628/ Joakim Lind, Ångström Lab, Uppsala 2009-05-08
  2. 2. A Sweden-based strategic PR and communications agency that helps companies and organisations reach Background out with their messages. » Established in 2000 » International profile » International network of partners Services » Offices in Stockholm and Malmö » Analysis and strategy » Traditional and social media Focus » Workshops and seminars » Corporate and consumer PR » Media training and coaching » Main focus: » Copy (blogs, cases, opinion, press) » ICT/Tech » Press material and media rooms » Clean tech » Crisis management » Environment » Place branding » Analysis www.cloudberry.se
  3. 3. http://www.flickr.com/photos/lukevargas/2174568925/
  4. 4. Social media is information content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. http://en.wikipedia.org/wiki/Social_media
  5. 5. Web 1.0 vs 2.0 - The Visual Difference http://www.sizlopedia.com/2007/08/18/web-10-vs-web-20-the-visual-difference/
  6. 6. Blogs Video/moving images Social networks/ platforms The Company Wikis Photos Microblogs Monitoring www.cloudberry.se
  7. 7. Is your website needed? http://www.modernista.com/7/index.php
  8. 8. What do you do? http://www.flickr.com/photos/briansolis/2735401175/
  9. 9. Background
  10. 10. The new media landscape • Newspaper sales decreasing • Radio and TV consumption going down • Internet usage increasing • Media consumption being individualised and differentiated http://mindpark.se/, IRM
  11. 11. Internet usage is increasing Traditional media – new channels http://mindpark.se/, World Internet Institute
  12. 12. YouTube up 72% in one year http://mindpark.se/, comScore Video Metrix
  13. 13. Open Source • Apache • Linux • MySQL • Firefox • World wide web
  14. 14. Blog explosion http://www.flickr.com/photos/pingnews/436671445/
  15. 15. Death of the blog
  16. 16. “The old internet” Thanks to Joakim Jardenberg http://www.unc.edu/depts/jomc/academics/dri/idog.jpg
  17. 17. Transparency and authenticity
  18. 18. Dialogue Your ‘friends’ are your best capital Social media success is built on dialogue and generosity
  19. 19. Social media characteristics • Realness/authenticity • Generosity/reciprocity • Openness/transparency • Listening • Dialogue
  20. 20. Micro blogs
  21. 21. Bombay attacks
  22. 22. Different strategies, different tones
  23. 23. Friendfeed.com
  24. 24. www.cloudberry.se
  25. 25. Video
  26. 26. Virals
  27. 27. Technological innovations 36
  28. 28. Governmental information
  29. 29. Webcasts • Conferences/ seminars • Support • Press meetings • Competitions • Dialogue • Archiving • Easy to integrate on your web • Viral push
  30. 30. Listen
  31. 31. Micro blog search
  32. 32. Media monitoring Blogs/development - Where are we being Traditional media forums mentioned, and how? - Who is writing about us? - The media image - Where do we want to initiate a dialogue? - How can we comment? - Should we comment? Companies/ organisations INPUT
  33. 33. Comment on news and other blogs
  34. 34. Social media in press activities
  35. 35. Customer support
  36. 36. Wikipedia How are you and your company described on Wikipedia?
  37. 37. Bookmarks
  38. 38. Creative Commons licence www.creativecommons.com • Be generous with material and the possibilities to use it • Can be used in press, blogs/websites and print
  39. 39. Follow up • Most things can be evaluated online • Ranking on search engines • What are the most read articles, and most commented stories • Most clicked images • Awareness related to inquiries/ sales • Brand analysis • Etc...
  40. 40. Strategy for social media
  41. 41. Strategy for social media 1. Monitor and listen to blogs, microblogs and other social media platforms (make sure that the reporting is quick by limiting search terms and sending the results to the relevant contacts)
  42. 42. Strategy for social media 1. Monitor and listen to blogs, microblogs and other social media platforms (make sure that the reporting is quick by limiting search terms and sending the results to the relevant contacts) 2. Conduct an analysis (What is written about us, and where? By whom?)
  43. 43. Strategy for social media 1. Monitor and listen to blogs, microblogs and other social media platforms (make sure that the reporting is quick by limiting search terms and sending the results to the relevant contacts) 2. Conduct an analysis (What is written about us, and where? By whom?) 3. Strategy on how you are to work with social media (to be included in your communication plan)
  44. 44. Strategy for social media 1. Monitor and listen to blogs, microblogs and other social media platforms (make sure that the reporting is quick by limiting search terms and sending the results to the relevant contacts) 2. Conduct an analysis (What is written about us, and where? By whom?) 3. Strategy on how you are to work with social media (to be included in your communication plan) 4. Design and introduce a policy for social media (and press)
  45. 45. Strategy for social media 1. Monitor and listen to blogs, microblogs and other social media platforms (make sure that the reporting is quick by limiting search terms and sending the results to the relevant contacts) 2. Conduct an analysis (What is written about us, and where? By whom?) 3. Strategy on how you are to work with social media (to be included in your communication plan) 4. Design and introduce a policy for social media (and press) 5. Division of responsibilities
  46. 46. Strategy for social media 1. Monitor and listen to blogs, microblogs and other social media platforms (make sure that the reporting is quick by limiting search terms and sending the results to the relevant contacts) 2. Conduct an analysis (What is written about us, and where? By whom?) 3. Strategy on how you are to work with social media (to be included in your communication plan) 4. Design and introduce a policy for social media (and press) 5. Division of responsibilities 6. Make sure that web pages can be indexed by search engines and web spiders
  47. 47. Strategy for social media 1. Monitor and listen to blogs, microblogs and other social media platforms (make sure that the reporting is quick by limiting search terms and sending the results to the relevant contacts) 2. Conduct an analysis (What is written about us, and where? By whom?) 3. Strategy on how you are to work with social media (to be included in your communication plan) 4. Design and introduce a policy for social media (and press) 5. Division of responsibilities 6. Make sure that web pages can be indexed by search engines and web spiders 7. Introduce a function to distribute material on your website (share/RSS)
  48. 48. Strategy for social media
  49. 49. Strategy for social media 8. Educate your organisation (social media success is to a large part built on individuals’ engagement and interest)
  50. 50. Strategy for social media 8. Educate your organisation (social media success is to a large part built on individuals’ engagement and interest) 9. Not everyone has to take part! (the need for engagement and authenticity)
  51. 51. Strategy for social media 8. Educate your organisation (social media success is to a large part built on individuals’ engagement and interest) 9. Not everyone has to take part! (the need for engagement and authenticity) 10. Be active in your dialogue. Reply to other people’s questions. Head, heart, gut.
  52. 52. Strategy for social media 8. Educate your organisation (social media success is to a large part built on individuals’ engagement and interest) 9. Not everyone has to take part! (the need for engagement and authenticity) 10. Be active in your dialogue. Reply to other people’s questions. Head, heart, gut. 11. Build personal networks on social web platforms
  53. 53. Strategy for social media 8. Educate your organisation (social media success is to a large part built on individuals’ engagement and interest) 9. Not everyone has to take part! (the need for engagement and authenticity) 10. Be active in your dialogue. Reply to other people’s questions. Head, heart, gut. 11. Build personal networks on social web platforms 12. Reciprocity
  54. 54. Strategy for social media 8. Educate your organisation (social media success is to a large part built on individuals’ engagement and interest) 9. Not everyone has to take part! (the need for engagement and authenticity) 10. Be active in your dialogue. Reply to other people’s questions. Head, heart, gut. 11. Build personal networks on social web platforms 12. Reciprocity 13. Start on a scale that you are able to handle and can manage
  55. 55. Strategy for social media 8. Educate your organisation (social media success is to a large part built on individuals’ engagement and interest) 9. Not everyone has to take part! (the need for engagement and authenticity) 10. Be active in your dialogue. Reply to other people’s questions. Head, heart, gut. 11. Build personal networks on social web platforms 12. Reciprocity 13. Start on a scale that you are able to handle and can manage 14. Integrate social media in everyday work routines
  56. 56. Strategy for social media 8. Educate your organisation (social media success is to a large part built on individuals’ engagement and interest) 9. Not everyone has to take part! (the need for engagement and authenticity) 10. Be active in your dialogue. Reply to other people’s questions. Head, heart, gut. 11. Build personal networks on social web platforms 12. Reciprocity 13. Start on a scale that you are able to handle and can manage 14. Integrate social media in everyday work routines 15. Evaluate regularly
  57. 57. The best way to learn is to start yourself. It’s fun! http://www.flickr.com/photos/leecullivan/392574779/in/photostream/ Joakim Lind joakim.lind@cloudberry.se mobile: +46 (0)70 928 69 73 twitter: www.twitter.com/jold linkedin: http://www.linkedin.com/in/joakimlind 57

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