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Social media action plan (2010 update)

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Social media action plan (2010 update)

  1. 1. Social Media and KM What is Social Media? Why does it matter? Social Media Action Plan
  2. 2. Media has changed - 2006 “To find something comparable, you have to go back 500 years to the printing press, the birth of mass media … Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control” Rupert Murdoch, Wired July 2006.
  3. 3. Consumers have a voice
  4. 4. billion •Internet population Nov : 2010 Source: http://www.internetworldstats.com/stats.htm
  5. 5. So what is Social Media? “Open conversations that encourage participation and connect people” Ian Farmer
  6. 6. Social Networks – Facebook 9.7 million (Nov 2010) 57% of Online Pop. 500 million users global
  7. 7. Wikis – collaborative Podcasts – niche / time shifting 17m
  8. 8. Youtube billion views/day 24 hours uploaded every min 46 years of Youtube consumed on Facebook every day
  9. 9. Twitter 150 million users 800 tweets / sec
  10. 10. And other content communities
  11. 11. More and more of us use it
  12. 12. It helps you express yourself
  13. 13. Review stuff, weigh up pro’s and cons
  14. 14. Research company / clients
  15. 15. Research – interview questions
  16. 16. Share things easily
  17. 17. billion •Content Shared each month
  18. 18. And through the wisdom of crowds
  19. 19. Allows us to discover new stuff
  20. 20. Social Media and the Conversational web What is Social Media? Why does it matter? Social media action plan
  21. 21. We now know the truth 76% don’t believe that companies tell the truth in advertisements Source: Yankelowich
  22. 22. Consumer recommendations are the most credible form of advertising among 78% of the study’s respondents. Source: Nielsen, “Word-of-Mouth the Most Powerful Selling Tool” (global Nielsen survey of 26,486 Internet users in 47 markets)
  23. 23. Who do we believe?
  24. 24. People like ourselves My friends Their friends Shared interest
  25. 25. Social media conversations are recorded
  26. 26. And influence “offline” behaviour
  27. 27. Of those who use used or buy bought your product / service
  28. 28. For Good
  29. 29. And Not so good
  30. 30. Social media impacts your brands reputation 34% post opinions about products and brands on their blog 36% think more positively about companies that have blogs Source: Universal McCann Power to the people - Social Media Tracker Wave 3
  31. 31. So that’s why it matters !
  32. 32. Social Media and the Conversational web What is Social Media? Why does it matter? Social media action plan
  33. 33. Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go. A.G. Lafley, CEO and Chairman of P&G, October 2006 Try and control this?
  34. 34. Ignore it ? ... But this just eliminates you from the conversation
  35. 35. Social Media action plan What is Social Media? Why does it matter? Social media action plan Listen Engage Influence
  36. 36. How to listen to social media?
  37. 37. Search
  38. 38. Knowledge - Social Bookmarking
  39. 39. Alerts • E.g. www.google.com/alerts
  40. 40. Opinions in real time
  41. 41. Speed Feed reading
  42. 42. Blog Trends
  43. 43. FORUMS Real time feedback : Grad recruitment exposed !
  44. 44. Recorded Experiences
  45. 45. Reactions to current issues
  46. 46. The new Focus group?
  47. 47. Listen ”The Development of a process to understand the conversations, and action the insights” Ian Farmer
  48. 48. LISTEN : Social Media services Listen Research : opinions in real time Risk Awareness Insights Permission to Engage We monitor social media because it provides unsolicited and unbiased consumer opinions about our products and brands in real time. If a brand, messaging or product problem is identified by bloggers, we can fix the problem quickly before it gets too widespread. Also, positive comments help us understand early on if something is working particularly well.” Christin Stasiw Lazarchuk, Director, Global Market Research, Ford Motor Company. Social MediaAudit Social Media Monitoring Strategy Monitoring development Insights reporting Training
  49. 49. Social Media Audit report
  50. 50. Social Media Action Plan Listen Engage Influence
  51. 51. It’s PR Jim, but not as we know it!
  52. 52. Cicero’s 9 rules from “On Duties” in 44BC 1. Speak clearly 2. Speak easily, but not too much, give others their turn 3. Do not interrupt 4. Be courteous 5. Deal seriously with serious matters, gracefully with lighter ones 6. Never criticize people behind their backs 7. Stick to subjects of general interests 8. Do not talk about yourself 9. Never lose your temper
  53. 53. Example – UK civil service http://www.civilservice.gov.uk/iam/codes/social_media/participation.asp Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency.
  54. 54. Social Media engagement policy? or
  55. 55. Identify where else to engage?
  56. 56. You Tube presence
  57. 57. BRITA Facebook
  58. 58. Engagement integration Involve your audience >10K ideas US $1mill rev
  59. 59. Social Media press releases http://rm.guinness.com.au/smpr-250?noac=true
  60. 60. Social learning
  61. 61. Crisis Response training
  62. 62. For when the Rats take over !!
  64. 64. Social Media services Engage • Feedback: discussion channels • Increase Customer Service • Exhibit Leadership : Sharing POVs • Innovation: Source of Ideas • Growth: reduced cycles times • Self awareness • Opportunity to Influence Policy Engagement integration Corporate / brand blogs Identify & track engagement Social Media Presence (YouTube, Facebook, Wikipedia) Social Media Press Release Crisis response training
  65. 65. Social Media Action Plan Listen Engage Influence
  66. 66. 1000 entries, 5.5 million votes
  67. 67. Recruit and reward evangelists
  68. 68. Influence via cause marketing
  69. 69. Bushfire widget • Developed in 2 days • 90K views • 1:722 viral ration • 25% interacted • 5,504 donations
  70. 70. Make it easy for people to tell others
  71. 71. Establish conversational metrics
  72. 72. Influence “Measuring the results of how you effect social media, then using that insight to stimulate conversations, making it easier for people to recommend and sample your products” Ian Farmer
  73. 73. Social Media services Influence •Expand touchpoints •Measurement of campaigns •Risk mgmnt “Ask the audience” •Build loyalty & Identify Evangelists •Collaboration opportunities •Word of mouse! Influence Identification Loyalty & evangelist programs Campaign metrics Word of Mouth Marketing Internet is twice as influence of TV and 8 times that of Print (source: Digital Influence Index study Fleishman-Hillard)
  74. 74. Social Media action plan What is Social Media? Why does it matter? Social media action plan Listen Engage Influence
  75. 75. Social Media – continuous learning •Don’t FAIL to LEARN •DO FAIL to LEARN
  76. 76. More information Ian Farmer ian@frontiering.com.au +61 417 460 518 www.twitter.com/ifarmer www.linkedin.com/in/ifarmer Ian’s blog : http://frontiering.com.au