Social Media - An Introduction

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social media an introduction February 2011 Claus Enevoldsen [email protected]

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An introduction to social media. How should your organization get started with a strategy? What can it be used for?

Transcript of Social Media - An Introduction

Page 1: Social Media - An Introduction

social mediaan introduction

February 2011

Claus [email protected]

mailto:[email protected]
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social mediachanges everything

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agenda

•overview of social media

• samples

•what should your organization do?

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the playersand their purpose...

Facebook133M US users

Linkedin37M US users

Twitter16M US users

FoursquareFlickr

Instagram

Groupon

Klout

YouTube

Tackable

Scvngr

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solomo

• SOcial

• LOcal

•MObile

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so what is social media?

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it’s all about conversation

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why invest in social media?

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from a business perspective

conversationconversation

crisis management

crisis management

customer service

customer service

communitycommunity part of imcpart of imc

database marketingdatabase marketing brandingbranding

advertisingadvertising

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samples

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crisis managementvirgin airlines

“Look at this Richard. Just look at it: [see image].I imagine the same questions are racing through your brilliant mind as were racing through mine on that fateful day. What is this? Why have I been given it? What have I done to deserve this? And, which one is the starter, which one is the desert?

You don’t get to a position like yours Richard with anything less than a generous sprinkling of observational power so I KNOW you will have spotted the tomato next to the two yellow shafts of sponge on the left. Yes, it’s next to the sponge shaft without the green paste. That’s got to be the clue hasn’t it. No sane person would serve a desert with a tomato would they. Well answer me this Richard, what sort of animal would serve a desert with peas in.”

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viral marketingold spice

http://www.youtube.com/watch?v=ive3vXv-XRk

http://www.youtube.com/watch?v=ive3vXv-XRk
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personalized twitter

It’s difficult to have a conversation with a

logo...

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flickr

SHARING

The Register’s Around Disney blog has a Flickr photo group where people can

share photos taken in O.C them parks.A selection of these photos is highlighted

weekly on the blog.

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inigral

http://vimeo.com/19676403

ENABLE

http://vimeo.com/19676403
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what should your organization do?

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strategic questions• Why use social media?

• What are the goals & objectives?

• Are they SMART (Specific, Measurable, Actionable, Realistic, Timed)

• Which social media channels should we use?

• Who manages and how?

• How do we enable conversation?

• How do we make people aware of our presence?

• How do we measure success?

• Should staff engage in social media?

• Do we need a social media policy and guidelines?

• Do we have legal protection?

• What happens if someone deletes your profiles?

?

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samplegoals & objectives

• GOALS

• ENHANCE AUDIENCE ENGAGEMENT• Ask questions• Encourage trials/participation• Listen• Respond promptly

• ENRICH PEOPLE’S LIVES• Inform• Provide insights• Help audiences prosper • Build communities

OBJECTIVES

•BUILD RELATIONSHIPS

• Cross-functional / executive involvement

• Initiate conversations and connections

• Understand needs and interests

• Surprise and delight customers

• Empower audience as our ambassadors

•REINFORCE VALUE

• Solve problems

• Reaffirm trust and accessibility

• Personalize “faceless” media company

• Defend or protect brand with immediacy


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