feĐa kulenoviĆ, information scientist social media …€¦ · helio fred garcia “the power of...
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SOCIAL MEDIA AND WEB 2.0
STRATEGIES AND TOOLS
FEĐA KULENOVIĆ, INFORMATION SCIENTIST
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Carl von Clausewitz
WAR “act of will targeted
towards a living being that reacts”
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– Clausewitz
“war is merely the continuation of policy by other means: The goal of the war is not to
fight, but to accomplish a political objective”
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Helio Fred Garcia “The Power of Communication”
COMMUNICATION is “act of will targeted
towards a living being that reacts.”
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ACT OF WILL…Effective communication is INTENTIONAL.
Has a GOAL. Strategy.
NOT
Impulsive
Just verbal.
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…AIMED TOWARDS A LIVING BEING…
Participants are not taking the message passively
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…WHO REACTSMostly forgotten
You communicate to:
CHANGE OPINION
PROVOKE REACTION
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I’d like my life back
1
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2Fundamentals of Economy…
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…are very strong
2
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PREPARATION AND PLANNINGHP Kriza vođstva 2010
Mark Hurd
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DON’T FOCUS ON TOOLS
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FOCUS TO BE
SOCIAL
LESS HOW TO USE SOCIAL NETWORKS
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2.0
COMMUNICATE SOCIALLY WITH CITIZENS
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STRATEGY CREATION
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COMMUNICATION CHANNELS
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MASLOW 4 NETWORK
PRESENCE ON SOCIAL MEDIA
REPUTATION ON NETWORK
AMBASSADORS
ENGAGEMENT
INFLUENCE ON SOCIAL
MEDIA
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STILL IMPORTANT
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HAVE IN MIND
SOCIAL MEDIA STRATEGY ONE OF THE TOOLS IN WIDER COMMUNICATION STRATEGY
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STRATEGY
DEFINE USE OF SOCIAL NETWORKING SITES (WHO, WHERE, WHEN, HOW) DEFINE GOALS WHERE CONVERSATIONS ARE HAPPENING? RULES OF ENGAGEMENT.
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8SOCIAL MEDIA STRATEGY 8 STEPS 1. BUILD AN ARC !COLLECT DATA ON YOUR AUDIENCE !CURRENT SOCIAL METRICS !WEB METRICS
2 . LISTEN AND COMPARE !WHAT ARE PEOPLE SAYING ABOUT YOU? !WHAT ARE PEOPLE TALKING ON TOPICS OF YOUR INTERESTS? !WHO IS TALKING? !WHERE ARE THEY TALKING?
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8SOCIAL MEDIA STRATEGY 3. WHAT IS THE PURPOSE ! RAISING AWARENESS ! SALES ! BUILDING LOYALTY
TRYING TO ACHIEVE EVERYTHING ON SOCIAL MEDIA
YOU WILL NOT ACHIEVE ANYTHING
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84. MEASURING SUCCESS
MEASURE BEHAVIOUR NOT DATA NUMBER OF FANS IS POOR METRICS ENGAGEMENTS AND INTERACTION OF USERS IS GOOD METRICS YOU SHOULD NOT MEASURE EVERYTHING
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5. AUDIENCE ANALYISI PARTICIPANTS MAPPING
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ONLINE TYPES
ENGAGED IN CONVERSATION 33% CRITICS 37% COLLECTORS 20% JOINERS 59% OBSERVERS 70% INACTIVE 17%
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GIVE APPROPRIATE TASKS TO THE AUDIENCE
CREATORS 18-24 41% 45-54 14%
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6. FIND ONE THING THAT IS YOURS
APPLE – INNOVATION DISNEY – MAGIC VOLVO – SECURITY
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7. HUMANISATIONCOLLECT STORIES
ABOUT YOUR USERS AND PROJECTS
TELL THESE STORIES
HUMANISATION CONNECTS YOU
INCREASES VISITS
VISITORS CREATE MORE STORIES
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NETWORK OF USERS
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8. COMMUNICATION CHANNELS
WHAT CHANNEL? VISUAL EXECUTIVE PLAN MESSAGES AND HOW TO COMMUNICATE?
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EXERCISE WHY DO I NEED SOCIAL MEDIA? WHO IS MY AUDIENCE? WHAT DO I WANT TO TELL THEM? HOW? WHAT CONTENT WILL I CREATE? HOW OFTEN SHOULD I DO IT/DO I HAVE TO DO IT? WHAT CHANNELS SHOULD I USE? TOOLS FOR SUCCESS MEASUREMENT? WHO IS RESPONSIBLE FOR WHAT?
ANSWER TO THE QUESTIONS
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COMMUNICATION CHANNELS
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SOME POSSIBLE CHANNELS?ONLINE SOCIAL NETWORKING SITES AND BLOGGING FACEBOOK
TWITTER - # (HASHTAG) ODRŽAVA KONVERZACIJU
INSTAGRAM - # (HASHTAG) ODRŽAVA KONVERZACIJU
SNAPCHAT
CONTENT SHARING (PRESENTATIONS, PHOTOGRAPHY, AUDIO, VIDEO)
SLIDESHARE - SHARING INFORGRAPHICS, PRESENTATIONS
DELICIOUS – COLLABORATIVE BOOKMARKING
FLICKR – PHOTOS
YOUTUBE – VIDEO
SOUNDCLOUD – AUDIO
MEDIUM – SHARING STORIES
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WHERE IS THE AUDIENCE?
WHERE CAN YOU ATTRACT THEM?
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BEST TIME FOR PUBLISHING CONTENT
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9 do 11
R BEST TIME Q WORST TIME
20 do 8
13 do 15 20 do 9
TRAFFIC GROWS AFTER 9 FALLS AFTER 16
TRAFFIC GROWS AFTER 11 FALLS AFTER 15