שיווק במדיה חברתית בארגונים - הרצאת הפתיחה בכנס...

-מדיה חברתית מגמות וסיפורים מהשטח

27.10.2011

רונן עפר

ל אפריל ייעוץ עסקי " מנכ

סיגלית סובל סביון

מנהלת מערך האינטרנט

משרד החינוך , מינהל תקשוב ומערכות מידע

What is Social Media?

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What is Social Media?

In simple words:

“Social media is people havingconversation online.”

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So…What is It?

� Social networks

� Forums and online communities

� Multimedia sharing tools (e.g.: YouTube)

� Blogs

� RSS readers

� Microblogging (e.g.:Twitter)

� etc.

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במשרד החינוך

� Social networks

� Forums and online communities

� Multimedia sharing tools (e.g.: YouTube)

� Blogs

� RSS readers

� Microblogging (e.g.:Twitter)

� etc.

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Social Media Statistics

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Social Media Statistics

� 1 in 5 couples meet online

� 1 in 5 divorces are blamed on Facebook

� Social Media has overtaken porn as the #1 activity on the Web

� If Facebook were a country it would be the world’s 3rd largest and 2x the size of

the U.S. population

� 80% of companies use social media for recruitment; % of these using LinkedIn

95%

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Source: http://www.socialnomics.net/2011/06/07/10-wow-social-media-statistics/

Social Media Statistics

� One in every nine people on Earth is on Facebook (750M)

� Each Facebook user spends on average 15 hours and 33 minutes a month on the

site

� More than 250 million people access Facebook through their mobile devices

� YouTube has 490 million unique users who visit every month (as of February

2011)

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Source: http://www.socialnomics.net/2011/06/07/10-wow-social-media-statistics/

Social Media Statistics

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Social Media Statistics

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The Old World…

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…The New World

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Why Social Media?

� Increase your online visibility

� Increase awareness of company brand

� Broaden your professional network

� Find undiscovered connections

� Prepare background for meetings

� Deepen relationships with customers

� Increase communication with audiences

� Improve search engine prominence

� Increase web or blog traffic

� Find new prospects and turn them into customers

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Why Social Media?� Increase your online visibility

� Increase awareness of company brand

� Broaden your professional network

� Find undiscovered connections

� Prepare background for meetings

� Deepen relationships with customers

� Increase communication with audiences

� Improve search engine prominence

� Increase web or blog traffic

� Find new prospects and turn them into customers

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שיח שמוביל לשינוי

ת אעלה

traffic

קבוספיימ

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Why?

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Why Get Involved?

If you don’t dive in, others will

define who you are.”

Clive Thompson, Journalist & Blogger, NY Times Magazine, September 2008

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Why Get Involved?Markets are conversations

� The networked market knows more than companies do about their own

products

� Online markets are not the same markets used to watch TV ads – markets are

now networked person to person, smarter, and involved in constant

conversation

� Companies can now communicate directly with the market – and should do it

right the first time!

And the conversation is going to happen with or without you!

In order to control your brand, participate in the conversation.

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מדברים עלינו הרבה ובכל מקרה

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Why? (take2)

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(http://www.socialnomics.net)

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Who?

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Who?

“Employees are the brand,

give them a voice”

IBM social media strategy, Sep 2008

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Who?

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How?

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How To?

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How To?

Social Media Strategy

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Why Set Up a Strategy?Our main goals:

1. Listen to your customers

� Find out where your customers are

� Find out what your customers think of you and your competitors

� Find out what your customers' passion points are

2. Build or introduce your brand

� Introduce an existing brand to a larger audience

� Introduce a new product or service

3. Gather unique feedback

� Use your blog to run ideas past loyal readers before you launch them

� Use social media to recruit a team of beta testers

� Use social media to ask direct questions

4. Demonstrate personality

� By communicating as a person and not as the company

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Why Set Up a Strategy?

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Social Media Strategy

� Determine your goals

Sample goals:

� Generate leads

� Build brand and awareness

� Educate customers

� Drive sales

� Improve communication with customers

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Social Media Strategy

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Social Media Strategy� Define the target audience/segment(s)

� Existing customers

� Potential customers

� Geographical regions

� etc.

� Understand how your target audience uses social media

� Listen and follow the conversations

� Which tools should we use?

� What are we doing with analytics tools?

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Implementing SM Strategy

� Start by listening - learn by watching others

� Find internal owner - which department/individual

ultimately takes the responsibility

� Employees’ involvement - understand their level of

knowledge and interest. Offer training.

� Technology capabilities to support the strategy

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Key Success Factors� Trust your employees

� Don’t expect success overnight - social media

should fit into the company’s overall strategy and help it

reach its long-term goals

� The best way to start - pick manageable, measurable

goals

� Measure social media ROI

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Value

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Who is Doing It Right?

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Who is Doing It Right?

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Who is Doing It Right?

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Thank You!

Ronen Offer

April Business Consulting

03-5444119

054-4526725

ronen@aprilbc.com

www.aprilbc.com

Sigalit Sobel Savyon

Ministry of Eduction

02-5602348

054-4400867

sigalitso@education.gov.il

www.edu.gov.il