baku social media seminar - day 1
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Baku social media seminar – day 1
June 26, 2012
Agenda for today:
10 – 11 Presentation and agenda for the week
11 – 11.15 Coffee break
11. 15 -12 Getting to know Podio
12 – 14 Social media – a perfect storm
14 – 15 Lunch
15 – 16 Group or individual work + coffee break
16 – 17 Group discussion
17 - Evaluation and update on Podio
Presentation
Present yourself and your work
• Your name
• What do you do?
• How is your work related to social media?
• What do you expect to get out of this week?
This week: Tuesday Introduction to social media strategy: The
Perfect Storm!
Wednesday Part 1: Social media NGO cases Part 2: Listening to and monitoring the social media
Thursday Tool day: Learn about and try working with the 14 most important social media tools
Friday Strategy day: Develop a social media strategy for your organization or for yourself
Podio – our collaboration platform
Podio – our collaboration platform
• Send an email to [email protected] containing your email address.
• (you will get an invitation to Podio)
• Create your Podio account
• Go to ”personal”
• Fill out the information
Social media
A perfect storm
Source: socialsemantic.eu
Has your organization worked with social media initiatives
within the last year?
Source: socialsemantic.eu
Central coordination and targeted planning
Sporadic initiatives and no clear planning
We are testing
A couple of employees are testing without a clear
deadline
Other
The Result
Time to get serious!
Social Media is a Perfect Storm
Core business
Communication Organization
Core business
User Creation
Digitization
Only professionals create products
Non-professionals create products
Physical economy
Digital Economy
South West:
Traditional economy
North West:
Mass- customization
North East:
The Eye of the Perfect Storm
South East:
Digital Professional services
An example:
The Travel Business
There once was a travel agency:
=
• Purchase of flight tickets, hotel bookings etc.
• Customization of trip
• Find the cheapest trip
• Trip advice
Purchase of flight tickets, hotel bookings etc.
Price comparison (Find the cheapest trip)
Customization of trip
Trip advice
Only professionals create products
Non-professionals create products
Physical economy
Digital Economy
Exercise
Spend 5 minutes with the person next to you and discuss where your organization is placed in this model and what it
means for your core business
Communication
The old world
Organi-zation
Message
Media TV
Radio Papers
Communi-cation
Recipient Consumer
Only professionals create products
Non-professionals create products
Physical economy
Digital Economy
CANON Website
Wikipedia
User reviews
Blogs
Price comparison
Mobile apps
CANON
Organization website
Youtube
Social news
Blogs
Slideshare
Organization
The conversation takes place without the organizations
But organizations
can become part of this
conversation
3 basic rules
Choose the right platform
Speak the language
Be interesting
Are you interesting?
Are you interesting?
• Why?
• When?
• To whom?
Are you interesting?
Do platforms exist and can we use them?
Can you speak the language? Are your services interesting or can you make them interesting?
Communication strategy
• Co-creation of products
• Involvement in products
• Creation of new involving product
• Creation of involving campaign
• Digital mass-communication
High involvement
Low involvement
Co-creation of products
Involvement in products
5 Types of Involvement
1. Involvement around rating, comments and improvement of products.
2. Involvement around service
3. Involvement around usage of products
4. Involvement around product conversations
5. Involvement around the creation of the products
Creation of new involving product
Creation of involving campaign
On Twitter, @Alyssa_Milano wrote "Are you flirting with me, @oldspice guy?"
Digital mass-communication
Organization
Your organization becomes transparent!
YouTube
Blogs
Social news
Micro media LinkedIn
Slideshare
Flickr
Pro: Contra:
1. More communication
2. Communication by people who know their subject matter
3. More genuine communication
4. Empowerment of employees
5. Knowledge flows into the organization
1. You loose control of your communication
2. People are not skilled communicators
3. People may say things they are not supposed to
4. People loose motivation
5. People may spend too much time communicating in social media
Lunch break
Group or individual work
• How does digitization, user creation and social media affect: – What you do – your core business? – How you communicate? – Your organization
• When it comes to social media, what are you doing today?
• Based on todays presentation what possibillities do you see in social media?
Write a brief document and upload to Podio
Group discussion
Evaluation and update on Podio
[email protected] www.linkedin.com/in/petersvarre
www.facebook.com/petersvarre www.twitter.com/petersvarre
www.slideshare.net/petersvarre www.youtube.com/petersvarre
www.foursquare.com/user/petersvarre www.kommunikationsforum.dk/peter-svarre