v

Shifts & Challenges that need to start inside each companyDinis Guarda, Global Head of SEO & Social Media Strategy Saxo Bank A/S | Design Support: Soledad Medina

WEB 2.0 & SOCIAL MEDIAfrom Internal to External

INTERNAL BRAND VS EXTERNAL BRAND

MESSAGE / GUIDELINES / PRODUCTS

Graphics: http://hello.eboy.com/eboy/2008/02/25/poster-for-adobe-air-launch/

http://willscullypower.files.wordpress.com/2009/01/social-media-landscape.jpg

to achieving the objective to achieving the objective

Att

rib

ute

so

f th

e e

nvi

ron

me

nt

Att

rib

ute

so

f th

e o

rgan

izat

ion

• Needs time and attention

• It is difficult to measure and sometime executives might not think it is relevant

• Limitations of technology, ultimately requires human touch

• Huge volumes of data to process numerous sources and innumerous languages.

• Difficult to make a one stop technological solution.

• Its such a huge media space which is rather intimidating to a beginner.

• Ongoing disagreement between the data compilation over being comprehensive and insightful, which is rather difficult to achieve both successfully as yet.

• Legal, compliance issues

• Risk of miscommunication

• Poor management can create PR disasters and thus affect brands seriously

• There are no defined industry standards, will make it difficult to benchmark success and outcomes.

• Many new entrants/ board room level executives do not really understand the how to take advantage of user generated content.

• Can create a viral impact and generate huge opportunities for internal and external goals

• Analyzes what is being said about your company.

• Decoding the noise and chatter of user generated content

• Encourages direct consumer interactions.

• Allows real time view on consumer perceptions about their brands.

• Helps develop a marketing plan from consumer interactions & conversations.

• Potential to become a hygiene factor for every company with more technology improvements making monitoring more effective.New form of lead generation

• Create loyal audiences and customers that can interact

• New opportunities to know what customers are looking for and monetize that

• Companies have profited from social media and many more to yet to venture. This medium offers immense opportunities.

• Companies can now capitalise social media without any penny spent to advertise their brand.

• You can use its technological facilities to improve business and web performance

E-BUSINESS

STRATEGY

ORGANISATIONAL

READINESS

DELIVERY AND

APPLICATIONLEARNING

SOLUTION PLAN

BRAND & BUSINESS E-STRATEGY: determine and focus a strong and medium long term strategy and growth/directional options are paramount for success.

KNOW YOUR EMPLOYEES, PRODUCTS,

AUDIENCE AND COMPETITORS:

assessment of organisational readiness -IT infrastructure, learning, information assets, roles,

skills & competencies.

BRAND/DESIGN ARCHITECTURE: brand building / PR / communication built to meet strategy + organisational features: everything needs to work with clear information assets & particular people/business needs.

PLAN AND SET CLEAR GOALS + STEPS:

the right analysis, impact, change/risk management

plan is key for business, company culture, learning

environments, IT infrastructure: in other

words, a comprehensive plan for business' success

Graphics: http://media.smashingmagazine.com/cdn_smash/images/pixel-art/pixel-art-5.jpg

Raturi Misra

Guy De Swardt

MARKET CONTROL THROUGH SALES

LOCATION & KNOWLEDGE OF YOUR AUDIENCE

POWERFULL RELEVANT PRODUCTS

INTEGRITY + BRAND ROA

THERE ARE VARIOUS FORCES THAT DRIVE THE SUCCESS OF WEB SOCIAL MEDIA MARKETING

But ultimately each employee in an organisationis one of the main driving forces behind any success!

David Armano, Top Ten Signs You might be a “Weblebrity”

Image graphic source: David Armano, Maslow’s hierarchy of needs

Deb Schultz

http://flowingdata.com/wp-content/uploads/2008/03/twitter-network.png

http://www.digitaltrainingacademy.com/images/sm_facebook_friends_map.JPG

http://www.jarche.com/wp-content/uploads/2009/12/NetworkProgression_Quinnovation.gif

Source: http://www.mariosalexandrou.com/images/intranet_or_corporate_portal.gif

Image source: http://xjtian94.files.wordpress.com/2009/04/hyperlink-pixel-art-needlepoint-canvas-yarn-2.jpg

Graphic source Edelman Digital / David Armano

CONNECTIVITY

SERVICES

RELATIONSHIPS

INTERFACES

STANDARDS

CONTENT

INTERNALINTRANET

http://farm1.static.flickr.com/83/210080133_0b650f3641.jpg Graphic source Edelman Digital / David Armano

Source: http://www.mediabistro.com/avantguild/images/social_networking_wheel.jpg

Graphic source Edelman Digital / David Armano

Adaptation from Graphic source Edelman Digital / David Armano

http://unknowndomain.co.uk/fmp/files/2009/02/volume01jpg.jpeg

Marty Neumeier

SO TO LISTEN TO CONVERSATIONS IS KEY

BRAND - BUSINESS Graphic source Edelman Digital / David Armano

Julius Wiedemann

32%

32%

29%

35%

31%

40%

47%

44%

41%

45%

49%

52%

62%

64%

MEASURE ROI HERE

$$$$$

INVESTMENT ACTIONBRAND

REACTIONPR

NON-FINANCIAL IMPACT

$$$$$

FINANCIAL IMPACT

WHAT GOALSShort, medium,

long term

MEASURE ROA RETURN ON ATTENTION

(NOT HERE)

PRODUCTS

INTERNAL <-> EMPLOYEES <-> EXTERNAL

PEOPLE - INTERNAL COMMUNICATION –LEGAL - GUIDELINES

MEASURE CUSTOMERSREACTIONS

CONSUMERS, PROSUMERS AND NICHE GROUPS ARE THE NEW STAKEHOLDERS OF COMMUNICATIONS

YOUR EMPLOYEES AND USERS / CONSUMERS ARE HIGHLY ENGAGED AND KNOW THEY WILL BE HEARD

Intranet is the matrix to a clear communication and vehicle of info. Web 2.0 and Social are tools, instruments not the focus, or the end!

COMPANIES HAVE TO EMBRACE, LISTEN, COMMUNICATE & ENGAGE NOT TO FEAR OR RUN AWAY

Intranet is the matrix to a clear communication convergence. Web 2.0 and Social are tools & vehicles to use not the end!