View
3.086
Download
0
Category
Tags:
Preview:
DESCRIPTION
Use the Social Media in your On Line Communication...1. When the Web became social2. How the Web became social3. How do the others do - benchmark?4. Which social media can I best use?5. Which are my audiences?6. What are my communication goals?7. The launch!
Citation preview
Better information on line, better user experience...
Use the social media in your communication strategy
ⓒ We are The Words
1
ⓒ We are The Words
About We Are The Words
CrossMediaContentStrategy
ContentProviding
InformationArchitecture Seminars&Conferences Usabilitytes=ng
2
Use the social media in your communication strategy
ⓒ We are The Wordshttp://socialnomics.net/video/
3
Better information on line, better user experience...
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
4
Use the social media in your communication strategy
ⓒ We are The Words
4
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
5
Use the social media in your communication strategy
ⓒ We are The Words
Better information on line, better user experience...
5
6 ⓒ We are The Words
When The Web Became Social
6
7
• Technology• Interaction• Content Creation
User & user groups
• Create• Organize, • Tag, • Amend & recommand, • Reinvent.
= WEB 2.0 =
When The Web Became Social
ⓒ We are The Words
7
8
FROM MEDIA TO SOCIAL MEDIA:
-> Collective intelligence-> Crowdsourcing-> Folksonomie-> Social bookmarking-> Social networking
ⓒ We are The Words
When The Web Became Social
8
9 ⓒ We are The Words
When The Web Became Social
9
10 ⓒ We are The Words
http://www.oecd.org/dataoecd/57/14/38393115.pdf
“ ... empower the user to contribute to developing, rating, collaborating on and distributing content... ”
When The Web Became Social
10
11 ⓒ We are The Words
“ ...amateur users contribute online material in a similar manner than traditional authors... ”
Quantitative Analysis of User-Generated Content on the Web
www.ra.ethz.ch/WWW/www2008/ws-workshop/WebEvolve2008-03.pdf
When The Web Became Social
11
12 ⓒ We are The Words
When The Web Became Social
12
13
http://www.ebizmba.com
13
14
Collective intelligenceCrowdsourcingFolksonomieSocial bookmarkingSocial networking
ⓒ We are The Words
When The Web Became Social
14
15 ⓒ We are The Words
When The Web Became Social
15
16
THE MASLOW PYRAMID
ⓒ We are The Words
How The Web Became Social
16
17
THE MASLOW PYRAMID
ⓒ We are The Words
How The Web Became Social
17
18 ⓒ We are The Words
How The Web Became Social
= WEB IS A MEDIA =
18
19 ⓒ We are The Words
Web Is A Media
19
20 ⓒ We are The Words
Web Is A Media
20
21 ⓒ We are The Words
Web Is A Media
21
22 ⓒ We are The Words
Web Is A Media
22
User Gets The Power
ⓒ We are The Words
23
User Becomes The Media
ⓒ We are The Words
24
❶ ❷ ❸
❻
The user becomes the media
ⓒ We are The Words
25
26 ⓒ We are The Words
Are You Ready To Use Social Media?
1.What do you do and why, in your words (not a vision statement)? On what could you, as a business, spend more time, energy, and focus?
2.Are you passionate about your role? If so, why? If not, what would help you be?
3.What goals do you have for your role this year? How do you hope to impact the success of your department? The company?
4.How would you describe the culture of our organization?
5.How do you use the internet in your work life? In your personal life? Where are the overlaps?
26
27 ⓒ We are The Words
Are You Ready To Use Social Media?1.How do you use the internet in your work life? In your personal life? Where are the
overlaps?
2.How do you believe Cefic’s staff uses the internet for their work? Have you heard ideas or feedback for ways they’d like to use it more or differently to do their jobs better?
3.Where do you turn when seeking resources or information about your organisation’s influence/impact? About your stakeholders opinion?
4.What do your audiences seek from you?
5. If you could ask your audiences whatever they wanted, what questions are on your mind? What would you like to know about them and their relationship to your organisation ?
27
28 ⓒ We are The Words
Are You Ready To Use Social Media?1.Do you think your brand presentation aligns with your reputation as an organisation?
Why or why not?
2.What kind of communication or promotion do you think you do really well? What’s gotten you excited about the way you present your organisation and why?
3.How well do you think you communicate with audiences overall ? Do you solicit their feedback ? and how? What strengths and gaps do you see? Does it impact you, and if so, is it for better or worse?
4.What sorts of measures do you use in your current role to evaluate the success or impact of your organisation?
5.What’s your perception about social media based on what you know/have heard/have read? And what is the perception of the organisation about these?
28
29 ⓒ We are The Words
How Do You Use Social Media?If you’re on Facebook, how long are you on it? What do you do there? How many pages do you go to? What type of content do you share? What type of content do your “friends” share?
If you’re on Twitter, how long are you on it? What do you do there? How many profiles do you follow? What type of content do you share? What type of content do your followers/the people you follow share?
If you’re on LinkedIn, how long are you on it? What do you do there? How many contacts do you have? What type of content do you share? What type of content do your contacts share?
29
30 ⓒ We are The Words
Type Description Example Added value
RSS
Highly popular syndication format that allows users to subscribe to any updates of content or project activities.
Virtually ubiquitous on blogs and most mainstream media websites, Used extensively to keep updated on news.
Can be used to provide updates on corporate information or team activities. Also useful for assisting audiences to access thought leadership content.
Video
Making videos available for download, either to anyone on the Internet or a defined audience. Videos are usually short withlimited expected quality.
YouTube and other video sites have become extremely popular ways of sharing videos.
Videos can be used for communication to stakeholders for content updates, learning programs, and sharing of social activities.
Microblog
Short (usually maximum of 140 character) updates that people can subscribe and respond to, building broad-based conversations.
By far the most popular micro-blogging platform is Twitter, which has grown dramatically since its birth in 2006.
Several organizations are now providing micro-blogging systems internally & externally.
Social Network
Online community in which people create personal profiles and share information with their friends and contacts.
While Facebook is the most popular social network, there are also many others, more specific (LinkedIn).
Social networks give visibility, facilitate social interaction and trust-building among audiences.
Social Bookmarking
Notation of on-line sources (webpages, video clips, pictures, text files, etc.) as favorites in a public or semi-public space.
Del.icio.us and other social bookmarking tools are highly popular, and cansignificantly impact the visibility of the organization.
If broadly adopted, social bookmarking helps staff to find relevant information and reduce duplication of research.
Which Tools?
30
31 ⓒ We are The Words
Which Tools?http://namechk.com/
31
32 ⓒ We are The Words
Which Tools?
32
33 ⓒ We are The Words
Which Tools?
33
34 ⓒ We are The Words
Which Tools?
http://twitter.com/TRInternational
http://twitter.com/AmChemistry
http://twitter.com/plasticpossible
http://twitter.com/chemicalweek
34
ⓒ We are The Words
Which Tools?
35
ⓒ We are The Words
Which Tools?
http://www.alexa.com/siteinfo/
36
72% users created their account between January & June 0985% of users posted less than a tweet/day
ⓒ We are The Words
Which Tools?
http://www.sysomos.com/insidetwitter/
37
21% of the users never published anything50% of the users publish less than once a week94% of the users have less than 100 followers
ⓒ We are The Words
Which Tools?
38
• 5% of the users generate 75% of all Twitter activity • 10% generates 86% of the Twitter activity
ⓒ We are The Words
Which Tools?
39
• The more followers a User has, the more he/she’ll tweet
ⓒ We are The Words
Which Tools?
40
ⓒ We are The Words
Which Tools?
41
42 ⓒ We are The Words
Which Tools?
http://twitter.com/chemicalweek http://twitter.com/WesterveltCW
42
43 ⓒ We are The Words
Which Tools?
43
44 ⓒ We are The Words
Which Tools?
http://www.alexa.com/siteinfo/
44
45 ⓒ We are The Words
Which Tools?
http://www.slideshare.net/erickschonfeld/linkedin-demographic-data-jun08-presentation
http://www.andersonanalytics.com/index.php?mact=News,cntnt01,detail,0&cntnt01articleid=52&cntnt01origid=16&cntnt01detailtemplate=newsdetail
.tpl&cntnt01dateformat=%25m.%25d.%25Y&cntnt01returnid=46
45
46 ⓒ We are The Words
Which Tools?http://www.andersonanalytics.com/litype/
46
47 ⓒ We are The Words
Which Tools?
47
48 ⓒ We are The Words
Which Tools?
48
49 ⓒ We are The Words
Which Tools?1. LinkedIn Applications: ▪ What you are currently reading: You can communicate what books your reading, which shows
how well read you are. ▪ Travel schedule: This allows you to meet up with other LinkedIn professionals in your network. ▪ Blog/ Wordpress integration: You can integrate a blog on your profile page as well. If your profile
is keyword optimized, you get a lot of traffic and in turn more traffic back to your website from displaying the blog application.
2. Status Update Tool: Simply by communicating short messages or updates on what CEFIC is doing, you can drive significant exposure to your organization. Links to websites, articles, or blogs can nourrish your updates. The best way to shorten the links is through Bit.ly link (shorten which include real time analytics).
3. LinkedIn Mobile: If your audiences have a blackberry, Palm, or Iphone this is a great application to keep up to speed with their LinkedIn network and enter status updates just go to m.linkedin.com on their phone to begin using the application.
4. PingFM: This is a great tool not just related to LinkedIn, however it can integrate across most social platforms to push out your status updates in one single place saving you vast amounts of time. Learn more at www.Ping.fm
49
ⓒ We are The Words
Which Tools?
50
ⓒ We are The Words
Which Tools?
http://www.alexa.com/siteinfo/
51
52 ⓒ We are The Words
Which Tools?
52
53 ⓒ We are The Words
Which Tools?
53
54 ⓒ We are The Words
Which Tools?
54
55 ⓒ We are The Words
Which Tools?
55
56 ⓒ We are The Words
Which Tools?
56
57 ⓒ We are The Words
Which Tools?
http://www.alexa.com/siteinfo/
57
58 ⓒ We are The Words
Which Tools?
58
59 ⓒ We are The Words
Which Tools?
59
60 ⓒ We are The Words
Which Tools?
60
61 ⓒ We are The Words
Which Tools?
61
62 ⓒ We are The Words
How To Use Them?
62
63 ⓒ We are The Words
Inform, Promote, Convert?
Inform Promote
Convert
63
64 ⓒ We are The Words
Inform, Promote, Convert?
Inform Promote
Convert
64
65 ⓒ We are The Words
Inform, Promote, Convert?
Inform Promote
Convert
65
Analysis & BenchmarkingHow do the others do it?Why do the others do it?
Internal actors Objectives = inform, promote, convert? Roles, needs, resources External targets Define your audiences = Personas How to engage them How to interact with them
Editorial strategy
Defining Your Strategy
66
67
- There is no “one right way”. - What is most valuable will vary depending on the organization.- Some things work and some don’t.- There always may be better ways.
ⓒ We are The Words
How Do The Others Do It?
67
68 ⓒ We are The Words
How Do The Others Do It?
• Are there already on line services similar to what I wanted to set up?
• Will I be able to update & develop the service if necessary? • Will this service be relevant & consistent with the organization
visibility & communication strategy? • Which ressources will be necessary (people, content, design,
advertising, ...)
68
Why Do The Others Do It?
Establish/develop contact with communities Engage & measure community beliefs/ideas/desires Instantly communicate with the communities Make the audiences grow fast
69 ⓒ We are The Words
To
69
Why Do The Others Do It?
70 ⓒ We are The Words
Public RelationsAudiences SupportMarket ResearchBrand MarketingLaunches/New PublicationsConsumer EducationEventsProject DevelopmentCustomer Relationship Management
70
71 ⓒ We are The Words
How Do The Others Do?
71
72 ⓒ We are The Words
How Do The Others Do?
72
73 ⓒ We are The Words
How Do The Others Do?
73
YOUTUBE
74 ⓒ We are The Words
74
75 ⓒ We are The Words
75
76 ⓒ We are The Words
76
77 ⓒ We are The Words
77
DELICIOUS
78 ⓒ We are The Words
78
79 ⓒ We are The Words
Analysis & Benchmarking
- Where the relevant conversations are taking place?- Who’s participating?- What they’re saying and the tone of the discussions?- What specific information they’re looking for?- What are the patterns of behavior within your specific communities?
79
Internal actors Objectives, roles, needs, resources Competencies & affinities with the tools
Defining Your Strategy
ⓒ We are The Words
80
Internal actors
ⓒ We are The Words
81
External targets Define your audiences How to engage them How to interact with them
Defining Your Strategy
82
Defining Your Strategy
Let us examine the 4 CEFIC personas Which one(s) are your personas? Which are their communication channels/needs? Wich social media do they use? How would they use your social media (and
which ones more than the others?)
83
Better information on line, better user experience...
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
84
Use the social media in your communication strategy
ⓒ We are The Words
84
Targets & Personas
85
Targets & Personas
86
Targets & Personas
87
Targets & Personas
88
Targets & Personas
89
Better information on line, better user experience...
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
90
Use the social media in your communication strategy
ⓒ We are The Words
90
Which Social Media To Reach Them?
91 ⓒ We are The Words
Why, at CEFIC, would you use- An RSS feed - Facebook- Twitter- LinkedIn- YouTube- Delicious
Inform Promote
Convert
91
92
Which Intent?
•Improve awareness and open communication about your organization? •Reach new audiences and open channels for membership or servicing? •Use these tools as collaboration platforms? •Informational communication? •Virtualizing your brand? •...
Knowing your intent drives which path you take.
ⓒ We are The Words
92
93
Which Message?Consumer wants and needs (vs. Products)You can't develop products and then try to sell them to a mass market. You have to study consumer wants and needs and then attract consumers one by one with something each one wants. Author of the movie Field of Dreams, J.P. Cancilla may have exclusive rights to the phrase "build it and they will come". In most cases, you have to find out what people want and then "build" it for them, their way.
Cost to satisfy (vs. Price)You have to realize that price - measured in dollars - is one part of the cost to satisfy. If you sell hamburgers, for example, you have to consider the cost of driving to your restaurant, the cost of conscience of eating meat, etc. One of the most difficult places to be in the business world is the retailer selling at the lowest price. If you rely strictly on price to compete you are vulnerable to competition - in the long term.
Convenience to buy (vs. Place)You must think of convenience to buy instead of place. You have to know how each subset of the market prefers to buy - on the Internet, from a catalogue, on the phone, using credit cards, etc. Lands End clothing, Amazon Books and Dell Computers are just a few businesses who do very well over the Internet.
Communication (vs. Promotion)You have to consider the communication instead of promotion. Promotion is manipulative (ouch!) - it’s from the seller. Communication requires a give and take between the buyer and seller (that's nicer). Be creative and you can make any advertising "interactive". Use phone numbers, your web site address, etc. to help here. And listen to your customers when they are "with" you.
From the “4P” to the “4 C”
ⓒ We are The Words
93
CF. General Motors :
Blogger Policy
1. We will tell the truth. We will acknowledge and correct any mistakes promptly.
2. We will not delete comments unless they are spam, off-topic, or defamatory.
3. We will reply to comments when appropriate as promptly as possible.
4. We will link to online references and original source materials directly
5. We will disagree with other opinions respectfully.
94
Which Editorial Chart?
ⓒ We are The Words
94
Better information on line, better user experience...
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
95
Use the social media in your communication strategy
ⓒ We are The Words
95
✓ Give your tools a “name”✓ Login / Passwords✓ E-mails✓ When creating the tools✓ Editorial Chart✓ How to prepare them (content, design, on line publishing)✓ How/When communicating on their launch✓ How communicating on their existence?
96
Prepare The Tools
ⓒ We are The Words
96
1. Know your business.
2. Know your target audiences.
3. Know your competition.
4. Know your objectives.
5. Know how to measure your results.
6. Know your help.
7. Trust your help.
97
Check-list # 1
ⓒ We are The Words
97
98
Check-list # 2
ⓒ We are The Words
98
Recommended