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Efficient communicationthrough social media

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Online communication then

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Online communication now

SEARCHSEARCH

PortalsPortals

Social networksSocial

networks

VideoVideo

BlogsBlogs

WikiWiki

PhotoPhoto

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Your brand is being discussed

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Are you listening?

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Trust in different sources

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New influences

http://www.universalmccann.com/Assets/strangers_reportLR_20080924101433.pdf

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New influences

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Potential of social media

1. Online monitoring

2. Branding

3. Customer care

4. Spreading content

5. Thought leadership

6. Creating relationships

7. Crowdsourcing

8. Damage control

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1. Online monitoring

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2. Branding

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3. Customer care

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4. Spreading content

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5. Thought leadership

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6. Creating relationships

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7. Crowdsourcing

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8. Damage control

”How Google destroyed $1 billion of United Airlines”

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Agerande inom sociala medier

� Have a strategy

� Form policies

� Shareable content

� Synergi effects

� Think about the value

� Become a thought leader

� Activate customers & employees

� Overreact

� Ignore

� Cheat

� Spam

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Overreact

California Costal Records Project

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Ignore

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Cheat

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Spam

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Have a strategy

� Develop a strategy for social media

� Goals

� Target groups

� Channels

� Measurements

� Choose tactics

� Activities

� Engage co-workers

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Form policies

� Policies for employees

� Social media

� Private blogs

� Facebook

� Policy for company

� Reactions to social media

� Who responds

� Type of information to spread

� Online media monitoring

� Crisis handling

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Shareable content

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Synergi effects

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Think about the value

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Become a thought leader

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Activate customers & employees

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Get more traffic

� Interesting material

� Tag and categorise

� Description

� Synergi effects

� Embedd

� Bookmarking

� Linking

� Viral spread

� Use micro-blogs

� Subscribtions

� Create relationsships – ”friends”, ”followers”, ”contacts”

Social media Dynamics

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93 288 followers

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+ All channels: 2 600 views on 2 months.

+ Only re-used material.

+ Sapa owns more results in the SERP.

+ Encourages spreading of knowledge and material internally.

SAPA GROUP & Social media

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Advertising vs social media

Full page color ad in

Dagens Nyheter

344 000 printed papers

26 000 euro / 1 day

Medium size banner ad

on www.e24.se

500 000 impressions

10 000 euro / 1 week

EA Sports Tiger Woods

”Jesus Shot” on YouTube

2 700 000 views so far

Free / Forever

BONUS: The visitors searched

actively for this video

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H&H Social Media Spotlight Report 08/09

Learn how to use social media:

� Presence & visibility

� Findability

� Distribution

� Monitoring & intelligence

� Communication & participation

� Best practice exemples

� Research from H&H Webranking

Order at: www.webranking.eu