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מצגת הפתיחה של כנס מיקרוסופט בנושא מדיה חברתית בארגונים - רונן עפר, מנכ"ל אפריל ייעוץ עסקי וסיגלית סובל סביון, מנהלת מערך האינטרנט במשרד החינוך
Citation preview
-מדיה חברתית מגמות וסיפורים מהשטח
27.10.2011
רונן עפר
ל אפריל ייעוץ עסקי " מנכ
סיגלית סובל סביון
מנהלת מערך האינטרנט
משרד החינוך , מינהל תקשוב ומערכות מידע
What is Social Media?
2
What is Social Media?
In simple words:
“Social media is people havingconversation online.”
3
So…What is It?
� Social networks
� Forums and online communities
� Multimedia sharing tools (e.g.: YouTube)
� Blogs
� RSS readers
� Microblogging (e.g.:Twitter)
� etc.
4
במשרד החינוך
� Social networks
� Forums and online communities
� Multimedia sharing tools (e.g.: YouTube)
� Blogs
� RSS readers
� Microblogging (e.g.:Twitter)
� etc.
5
Social Media Statistics
6
Social Media Statistics
� 1 in 5 couples meet online
� 1 in 5 divorces are blamed on Facebook
� Social Media has overtaken porn as the #1 activity on the Web
� If Facebook were a country it would be the world’s 3rd largest and 2x the size of
the U.S. population
� 80% of companies use social media for recruitment; % of these using LinkedIn
95%
7
Source: http://www.socialnomics.net/2011/06/07/10-wow-social-media-statistics/
Social Media Statistics
� One in every nine people on Earth is on Facebook (750M)
� Each Facebook user spends on average 15 hours and 33 minutes a month on the
site
� More than 250 million people access Facebook through their mobile devices
� YouTube has 490 million unique users who visit every month (as of February
2011)
8
Source: http://www.socialnomics.net/2011/06/07/10-wow-social-media-statistics/
Social Media Statistics
9
Social Media Statistics
10
The Old World…
11
…The New World
12
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Why Social Media?
� Increase your online visibility
� Increase awareness of company brand
� Broaden your professional network
� Find undiscovered connections
� Prepare background for meetings
� Deepen relationships with customers
� Increase communication with audiences
� Improve search engine prominence
� Increase web or blog traffic
� Find new prospects and turn them into customers
16
Why Social Media?� Increase your online visibility
� Increase awareness of company brand
� Broaden your professional network
� Find undiscovered connections
� Prepare background for meetings
� Deepen relationships with customers
� Increase communication with audiences
� Improve search engine prominence
� Increase web or blog traffic
� Find new prospects and turn them into customers
17
שיח שמוביל לשינוי
ת אעלה
traffic
קבוספיימ
18
Why?
19
Why Get Involved?
If you don’t dive in, others will
define who you are.”
Clive Thompson, Journalist & Blogger, NY Times Magazine, September 2008
20
Why Get Involved?Markets are conversations
� The networked market knows more than companies do about their own
products
� Online markets are not the same markets used to watch TV ads – markets are
now networked person to person, smarter, and involved in constant
conversation
� Companies can now communicate directly with the market – and should do it
right the first time!
And the conversation is going to happen with or without you!
In order to control your brand, participate in the conversation.
21
מדברים עלינו הרבה ובכל מקרה
22
Why? (take2)
23
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(http://www.socialnomics.net)
26
Who?
27
Who?
“Employees are the brand,
give them a voice”
IBM social media strategy, Sep 2008
28
Who?
29
How?
30
31
How To?
32
How To?
Social Media Strategy
33
Why Set Up a Strategy?Our main goals:
1. Listen to your customers
� Find out where your customers are
� Find out what your customers think of you and your competitors
� Find out what your customers' passion points are
2. Build or introduce your brand
� Introduce an existing brand to a larger audience
� Introduce a new product or service
3. Gather unique feedback
� Use your blog to run ideas past loyal readers before you launch them
� Use social media to recruit a team of beta testers
� Use social media to ask direct questions
4. Demonstrate personality
� By communicating as a person and not as the company
34
Why Set Up a Strategy?
35
Social Media Strategy
� Determine your goals
Sample goals:
� Generate leads
� Build brand and awareness
� Educate customers
� Drive sales
� Improve communication with customers
36
Social Media Strategy
37
Social Media Strategy� Define the target audience/segment(s)
� Existing customers
� Potential customers
� Geographical regions
� etc.
� Understand how your target audience uses social media
� Listen and follow the conversations
� Which tools should we use?
� What are we doing with analytics tools?
38
Implementing SM Strategy
� Start by listening - learn by watching others
� Find internal owner - which department/individual
ultimately takes the responsibility
� Employees’ involvement - understand their level of
knowledge and interest. Offer training.
� Technology capabilities to support the strategy
39
Key Success Factors� Trust your employees
� Don’t expect success overnight - social media
should fit into the company’s overall strategy and help it
reach its long-term goals
� The best way to start - pick manageable, measurable
goals
� Measure social media ROI
40
Value
41
Who is Doing It Right?
42
Who is Doing It Right?
43
Who is Doing It Right?
44
Thank You!
Ronen Offer
April Business Consulting
03-5444119
054-4526725
www.aprilbc.com
Sigalit Sobel Savyon
Ministry of Eduction
02-5602348
054-4400867
www.edu.gov.il