Being Strategic With Social Media to deliver on Corporate Objectives

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Delivered as part of an Oracle client conference in Croke Park, July 2014

Transcript

  • 1. B E I N G S T R AT E G I C W I T H S O C I A L M E D I A ! T O D E L I V E R O N C O R P O R AT E O B J E C T I V E S C R O K E PA R K 1 0 T H J U LY

2. E I R C O M O G I LV Y D U B L I N B O R D G A I S E N E R G Y S U N D AY B U S I N E S S P O S T E N T E R P R I S E I R E L A N D L U C E Y T E C H N O L O G Y U C D G E K E I T H B O H A N N A N E A R F U T U R E . I O 3. W H E N W E TA L K A B O U T S O C I A L M E D I A . ! W H I C H C O R P O R AT E O B J E C T I V E S ? 4. Communications & PR Marketing & Pre-Sales Customer care 5. K E Y T R E N D S The Rise of Mobile The Rise of Customer Expectations ! ! kpcb.com/InternetTrends Mary Meeker 6. M O B I L E + S O C I A L M E D I A = 7. R E S P O N S E E X P E C TAT I O N S - U K 2 5 % W I T H I N 6 0 M I N S 6 % W I T H I N 1 0 M I N S 8. R E S P O N S E E X P E C TAT I O N S - U K 4 2 % W I T H I N 6 0 M I N S 3 2 % W I T H I N 3 0 M I N S 9. ! ! ! Implications for you? 10. S O C I A L M E D I A Start by listening and then experiment Develop an in-house centre of expertise Support and resource front line staff 11. T E C H N O L O G Y C A PA B I L I T Y Move towards single view of customers - consolidate customer and marketing data silos. 12. S H O R T T E R M G O A L S one way listening two way reactive conversations proactive discussions full customer care 13. W H Y ? To be able to deliver normal corporate objectives To have some chance when a SNAFU hits 14. Lightning Speed. Hyper-transparency. Dialogue. Same tools. Traditional media amplification. Ref:Ogilvy360DigitalInfluence. T R E N D S 15. P L A N M A N A G E R E S T O R E 16. H E N RY A . K I S S I N G E R There cannot be a crisis next week. My schedule is already full. 17. L E T S G E T S TA R T E D 18. D E F E N S I V E 19. A N D M O R E O F T H AT 20. C H R I S - N I C E G U Y & I N F L U E N C E R 21. S H O U T I N G D O W N 22. D E L E T I N G I T S H O U L D W O R K 23. F I N A L LY A N A P O L O G Y 24. T H AT S H O U L D D O I T 25. Irish Times Independent TheJournal.ie Sunday World The Irish Mirror The Examiner C O V E R A G E I N C L U D E D 26. L E A R N I N G S ? Better listening Faster assessment of the tone of conversation Planned management of the crisis 27. T H AT S I T Future sessions will cover Crisis Management Internal Structures for managing Digital 28. W W W. N E A R F U T U R E . I O keith@nearfuture.io 086 2300702 @keithbohanna

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