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Social Media Mgmt, Tobias Brandt 2015-03-18
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BERGHS SCHOOL OF COMMUNICATION
Tobias Brandt Digital Strategy Director
[email protected] +46 733 723 700
@tobiasbrandt Tobydammit Linkedin.com/in/tobiasbrandt
Facebook.com/tobydammit
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BERGHS SCHOOL OF COMMUNICATION
Schema:
11/2 Sociala medier, vad ska vi ha dem 2ll? Tobias Brandt,
Digital Strategy Director, Grow
18/2 Ngon a8 snacka med Tobias Brandt, Digital Strategy
Director, Grow
4/3 Den sociala missionen Tobias Brandt, Digital Strategy
Director, Grow
11/3 Frn strategi 2ll handling Anna Pensar, Brand Strategist,
Rewir
18/3 Det sociala ekosystemet Tobias Brandt, Digital Strategy
Director, Grow
25/3 Slutpresenta2oner Tobias Brandt, Digital Strategy Director
Grow
3
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BERGHS SCHOOL OF COMMUNICATION
Recap4
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BERGHS SCHOOL OF COMMUNICATION
vergripande kommunikations- och affrsml
SWOT-analys Mlgruppsanalys
Syfte och Mission
Plattformar och Kontaktytor
InitiativInitiativPlattformar och Kontaktytor
Initiativ Initiativ Initiativ Initiativ
5
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BERGHS SCHOOL OF COMMUNICATION
vergripande kommunikations- och affrsml
SWOT-analys Mlgruppsanalys
Syfte och Mission
Plattformar och Kontaktytor
InitiativInitiativPlattformar och Kontaktytor
Initiativ Initiativ Initiativ Initiativ
6
Plattformsmix{
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BERGHS SCHOOL OF COMMUNICATION
Varfr?
Vem?
Vad?
Var?
Hur?
7
frgor5
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BERGHS SCHOOL OF COMMUNICATION
Var?
8
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BERGHS SCHOOL OF COMMUNICATION
Nrvaro9
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION10
Klla: IUM
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION11
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF COMMUNICATION12
Klla: baekdal.com
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION13
Klla: ariesgdim.com
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION14
Allstate launched the Good Hands(SM) Community in order to
provide a forum for consumers to get information and share stories,
views and experiences on common topics central to Allstate's goal
of helping people protect what they have and prepare for the
future. The intent is to empower consumers through dialog to share
their hopes, dreams and challenges on topics such as vehicle
ownership, making a difference in their community, managing daily
spending and personal finance.
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION15
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION16
KptDisplayannonsering
Sponsrade lnkar
Mediapartnerskap (Branded content)
Betald PR (bloggare)
SEM
Omnmnanden p bloggar och sociala forum
Anvndarskapat innehll
Inbddat innehll
Delade lnkar
Omnmnanden i kommentarsflt
FrtjnadWebbplats
Microwebbar
Sidor p sociala ntverk
Fretagsbloggar
Intrant/extrant
Nyhetsbrev
Mobilappar
SEO
gd
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF COMMUNICATION
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION18
20141998
Kpt
Frtjnad
gd
KptFrtjnad
gd
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION19
Bloggar
Microbloggar
Uppslagsverk
Video
Sociala ntverk
Anslagstavlor Positionering
Chattar
Foton
Dokument
Guider
Dating
Frgor
Uppdateringsfrekvens
Dialog
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BERGHS SCHOOL OF COMMUNICATION20
Professionellt Privat
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BERGHS SCHOOL OF COMMUNICATION21
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BERGHS SCHOOL OF COMMUNICATION22
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BERGHS SCHOOL OF COMMUNICATION24
Klla: Altimeter Group
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BERGHS SCHOOL OF COMMUNICATION25
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION26
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION27
Navet fr innehll MedskapareTrafikdrivare
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION28
Breda kontaktytor Maersklinesocial.com Nischade kontaktytor
(Media & opinionsbildare)
(Yrkesverksamma)
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BERGHS SCHOOL OF COMMUNICATION29
Orientation
Klla: Maersk
Mlgrupper vs. plaEormar
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BERGHS SCHOOL OF COMMUNICATION
Vlja30
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BERGHS SCHOOL OF COMMUNICATION31
Rckvidd FunktionalitetRckvidd
RelevansNr vi mlgruppen p den specifika plattformen?
Passar plattformen med vra vrderingar, image och verksamhet?
Hur stttar plattformen olika typer av anvndande och innehll?
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BERGHS SCHOOL OF COMMUNICATION32
Klla: We Are Social
Klla: We Are Social
Passiva anvndare vs. ak2va anvndare
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BERGHS SCHOOL OF COMMUNICATION33
Orientation
Klla: Red Ant
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION34
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION35
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION36
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION37
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION38
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION39
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION40
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BERGHS SCHOOL OF COMMUNICATION41
Plattform
Syfte
Mlgrupp
Innehll
Mtpunkter
SyIe & Mission vergripande syfte
Syfte per
plattform
PlaEormsmix
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BERGHS SCHOOL OF COMMUNICATION
Organisa2on42
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BERGHS SCHOOL OF COMMUNICATION
Hur?
43
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BERGHS SCHOOL OF COMMUNICATION44
Implementation
Oavsett organisation: - Strategi & ml - Definierat
resursbehov - Klara arbetsbeskrivningar - Tydligt ansvar &
mandat - Frigjord tid
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BERGHS SCHOOL OF COMMUNICATION
Roadmap45
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BERGHS SCHOOL OF COMMUNICATION46
Implementation
Klla: Accenture
Mls8ning & Mission
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BERGHS SCHOOL OF COMMUNICATION
-Initiativ-Initiativ-Initiativ-Initiativ
47
Tid
Vrde
Mlsttning
Lansera
Utveckla
Optimera
Frnya
-Initiativ-Initiativ-Initiativ-Initiativ
-Initiativ-Initiativ-Initiativ-Initiativ
-Initiativ-Initiativ-Initiativ-Initiativ
-Initiativ-Initiativ-Initiativ-Initiativ
Mission
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BERGHS SCHOOL OF COMMUNICATION
vning48
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BERGHS SCHOOL OF COMMUNICATION
1.) Definiera de primra sociala plattformarna fr ert fretag
(minst tv)
2.) Motivera hur dessa plattformar stttar er mlsttning och
mission utifrn rckvidd, funktionalitet och varumrke
3.) Sammanstll en matris ver din mix av plattformar (enligt
slide 34)
49
vning
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24/350
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BERGHS SCHOOL OF COMMUNICATIONBERGHS SCHOOL OF
COMMUNICATION51
09.15 - 09.50 Kalmar Energi
- Camilla Dopson- Josefin Gremner- Frida Wentzel- Marina
Ljungberg
09.55 - 10.30 SMA - David Nilsson- Erica Stigerud- Cissi
Karstrm
10.30 - 10.50 Kae
Krschema10.50 - 11.25 SPRVAGNSSTDERNA - Anna-Karin Johansson-
Elvira Hellsten- Marika Tyrsn- Marika Hjelm Siegwald- Cia
Sjstrand
11.30 - 12.05 VISIT SWEDEN - Ulrika Hallesius- Kristina
Bexelius- Hans Strmberg- Christina Lifvergren
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BERGHS SCHOOL OF COMMUNICATION
Tobias Brandt Digital Strategy Director
[email protected] +46 733 723 700
@tobiasbrandt Tobydammit Linkedin.com/in/tobiasbrandt
Facebook.com/tobydammit
