Embed Size (px)
DESCRIPTION
A presentation for DIS about social media marketing and strategy
Citation preview
Social media marketing and strategy
March 14 | 2011
Presentation available on www.slideshare.net/petersvarre
Social media is
Nonsense!
Social media are not
media
What are media?
Mediating a message
We won the war
We won the war
We won the war
We will win the war
Mission accomplished
The Internet was just anotherMedium
Internet
Newspapers
Internet
ads
But the Internet is NOT another
Medium
The Internet has mediated us all
The age of
Mediation
why do we do it?
But
Because it has become our
identity
Cogito ergo sum has becomeI blog/Tweet/Facebook/Youtube/flickr therefore I am
What is the consequence?
Cacophony
The winners in the 2.0 economy are the ones who are able to tune in to the cacophony
Those who can exploit our need to create content
3 Consequences
1 Deportalization
Companywebsite
Wikipedia
User reviews
Blogs
Pricecomparison
Mobile apps
Company
Company
PR/Com
Marketing
Gat
ekee
per m
edia
2 Transparency
Company
BlogsYoutube
2 Transparency
3 Cultural change
5 things to remember
S.C.O.R.E
Be socialS.C.O.R.E
Be Social: All business is about social relations
Social media simply amplifies your voice
Be co-creativeS.C.O.R.E
In your marketing
In your product development
Be openS.C.O.R.E
Be rewardingS.C.O.R.E
Be Rewarding: Money, honour, a batch...
Be evaluatedS.C.O.R.E
Be evaluated
#petersvarretalk
Social media strategy
The product?
Physical products
Digital products
Low interest High interest
Very low potential for social media
Some potential for social media
Some potential for social media
Great potential for social media
The market?
The customer?
Digital vs. non-digital?
Active on social media? (beware!)
Competitive vs. collaborative?
Aspirations?
Identity?
Oral/visual/textual?
Mobile vs. non-mobile?
Product development How can you improve your existing products by adding social features?
Product developmentHow can you improve your existing products by adding social features?
•Build community around your product•Add sharing functionalities (share how you use the product)•Add digital by-products (if your own product is not digital as a start)•Add rating systems•Add tagging systems•Add commenting/discussion around your product•Deportalize your product (or by-product)•Crowdsource the development of your product
Marketing How can you make your (potential) customers talk about your product?
Product marketingHow can you make your (potential) customers talk about your product?
•Give them a reason to talk or act•Market to your existing customers•Deportalize your communication•Create digital by-products which are social and support the use of your product or your brand.•Give away the product or parts of the product for free•Create community around your product•Give people access to improve your product•Give people access to rate your product•Give people access to talk about your product•Give people access to talk to each other about your product (tips & tricks, improvements, better uses, etc.)•Make it possible for customers to tell other customers when they are using your product•Give access to all information about the product and how it is produced (and add sharing functionality)•Reward participation around your product
Company positioning How can your company become part of the conversation about the company and its
products?
Company positioningHow can your company become part of the conversation about the company and its products?
•Become mediated in everything you do•Share valuable information – become an information hub•Aggregate valuable information – become an information hub•Be open – don’t hide anything•Be honest•Listen to the conversation and participate in spaces where people talk about your: •Company•Products•Subjects related to your products
•Invite people inside the company•Show off your employees•Encourage employees to participate in social media•Create a social media charter for your employees if necessary•Make people part of your product/business/brand development
Internal communicationsHow can you leverage social
technologies to make your employees engage in conversation?
Internal communicationsHow can you leverage social technologies to make your employees engage in conversation?
•Make it possible for employees to stage themselves on the social platforms•Break down barriers between the external and internal so that employees can use their existing social profiles within the organization and vice versa•Make it possible for the employees to show many facets of themself (work, sports, culture, fun, etc)•Reward the use of social platforms•Elevate employees who are good at using the social platforms•Make it fun/interesting/relevant to use the social platforms•Eradicate the rigid barrier between business and social•Make participation on social platforms a necessity for a career within the company•Create a connection between the social media realm and real events and happenings in the company•How to do it:
•Use existing social media technologies like Facebook or Twitter•Use easy modifiable tools such as Wordpress•Use specific social media tools made for internal use Yammer, 23video etc.•Build your own social media solutions from the bottom up
[email protected]/in/petersvarrewww.facebook.com/petersvarre
www.twitter.com/petersvarrewww.slideshare.net/petersvarrewww.youtube.com/petersvarre
www.foursquare.com/user/petersvarrewww.kommunikationsforum.dk/peter-svarre
Evaluation on Twitter: #petersvarretalk
