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Harnessing Social Media Engaging customers without losing control

Harnessing Social Media

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Page 1: Harnessing Social Media

HarnessingSocial Media

Engaging customers without losing control

Page 2: Harnessing Social Media
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First it was about connecting computers

Then it was about connecting information

THEN it WAS about connecting people

Now its about connecting ideas & communities

It may or may not involve corporations

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900,000,000 ‘citizens’

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340,000,000 daily

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Over 120%

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CLOSED OPEN

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SOCIAL, MOBILE, UBIQUITOUS, CHEAP

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SO MUCH INTERACTION!

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THIS MORNING: A survey found that over 50 per cent of young adults find it too time consuming to keep up with all their social media commitments and concede the time they spend on social networking sites (SNS) has had a negative impact on their jobs or studies.

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Where are the ‘brands’?

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B

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B

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TO ASSUME YOU’re in CONTROL IS

FALSE

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& We still don’t really get it

IT’s 2012

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LEADERSHIP CEO, Management – content, commentary, responses

Raboplus GM BlogING Direct Asia Blog

TYPES OF CORPORATE CONTENT AND CONVERSATIONS

Examples of content Examples in market

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LEADERSHIP

STRATEGY & EXPERTISE

CEO, Management – content, commentary, responses

Thought leadership, understanding, opinion,

explanation

Raboplus GM BlogING Direct Asia Blog

McKinsey What Matters

TYPES OF CORPORATE CONTENT AND CONVERSATIONS

Examples of content Examples in market

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LEADERSHIP

STRATEGY & EXPERTISE

MARKETING & BRAND

CEO, Management – content, commentary, responses

Thought leadership, understanding, opinion,

explanation

Promotions, offers, branded experiences

Raboplus GM BlogING Direct Asia Blog

McKinsey What Matters

Twitter Accounts, microsites, affiliate

TYPES OF CORPORATE CONTENT AND CONVERSATIONS

Examples of content Examples in market

Page 20: Harnessing Social Media

LEADERSHIP

STRATEGY & EXPERTISE

MARKETING & BRAND

EXTERNAL COMMS & PR

CEO, Management – content, commentary, responses

Thought leadership, understanding, opinion,

explanation

Promotions, offers, branded experiences

Press releases, updates to information

Raboplus GM BlogING Direct Asia Blog

McKinsey What Matters

Twitter Accounts, microsites, affiliate

Twitter accounts, media and news destinations, facebook

TYPES OF CORPORATE CONTENT AND CONVERSATIONS

Examples of content Examples in market

Page 21: Harnessing Social Media

LEADERSHIP

STRATEGY & EXPERTISE

MARKETING & BRAND

EXTERNAL COMMS & PR

CUSTOMER CONVERSATIONS

CEO, Management – content, commentary, responses

Thought leadership, understanding, opinion,

explanation

Promotions, offers, branded experiences

Press releases, updates to information

Problem resolution, customer assistance and FAQs

Raboplus GM BlogING Direct Asia Blog

McKinsey What Matters

Twitter Accounts, microsites, affiliate

Twitter accounts, media and news destinations, facebook

Twitter accounts, facebook pages,

TYPES OF CORPORATE CONTENT AND CONVERSATIONS

Examples of content Examples in market

Page 22: Harnessing Social Media

LEADERSHIP

STRATEGY & EXPERTISE

MARKETING & BRAND

EXTERNAL COMMS & PR

CUSTOMER CONVERSATIONS

EMPLOYEE COMMS

CEO, Management – content, commentary, responses

Thought leadership, understanding, opinion,

explanation

Promotions, offers, branded experiences

Press releases, updates to information

Problem resolution, customer assistance and FAQs

Internal communications and collaboration

Raboplus GM BlogING Direct Asia Blog

McKinsey What Matters

Twitter Accounts, microsites, affiliate

Twitter accounts, media and news destinations, facebook

Twitter accounts, facebook pages,

Yammer, Twitter, Wikispaces

TYPES OF CORPORATE CONTENT AND CONVERSATIONS

Examples of content Examples in market

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What’s the key?

Be human

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What’s the key?

Be human

& Don’t be boring

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IS STILL NOT EASY TO MEASURE

ROI

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There are always reasons

Not to do it

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PR!

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PR!

LEGAL!

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PR!

LEGAL!

OPS!

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PR!

LEGAL!

OPS!

COMPLAINTS!

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BUT NOT BEING THERE ISN’T right

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THE more you do (just try)

The better off you’ll be

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BANKS NEED TO BELIEVE!

ASIA IS SOCIAL

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[email protected]

Thank you