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1How To Make Social Media WorkCiarán Norris, Head of Social Marketing, Mindshare
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The problem?2
Daddy, why don’t you have
a YouTube page?
Macinate on flickr
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3 Agenda
• How? Planning Strategy
• Who? Case Studies
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How?
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The answer
People
Objectives
Strategy
Technologies (Assets)Forrester Methodology waferboard on flickr
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Objectives
• Monitoring
• Influencer Identification/Activation
• Amplify customer service
• Distribute content
• Generate positive PR/Manage reputation
• Boost SEO
• Drive sales
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Strategy
Entering a dialogue changes a relationship
Have you planned the resources to manage this?
Do you have the right ‘choice architecture’ to handle this?
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9
No reason to be positive: mining, not listening
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10
Simple incentives can be powerful
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Technology/Assets
Now we decide whether you need to be on Facebook/Twitter/YouTube/etc...
Assets need to encourage socialisation & be shareable
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Measurement12
Chefranden on flickr
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Why else does this matter?Measurement
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Who?fontplaydotcom on flickr
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Plenty Of B2B Examples…15
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16
14,000 ideas generated by community
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COLOR OPTIONS
13.3-INCH DISPLAY COMPACT, BUT BIG ENOUGH TO FIT A
FULL-SIZED KEYBOARD UNDERNEATH
eSATA PORT LETS USERS
CONNECT EXTERNAL HARD DRIVES AT
FAST SPEEDS
BACKLIT KEYBOARDFOR WORKING IN THE
DARK
FINGERPRINT READER
EXTRA SECURITY APPEASES JITTERY
MANAGERS
BETTER BATTERY LIFE
UP TO 19 HOURS ON A SINGLE CHARGE
Like This One...
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But B2C Still More Creative…18
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19
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But B2C Still More Creative…21
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22 Tagging Ikea
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23
Tapping into existing consumer behaviours
Tagging Ikea
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Over 68 million views
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Provide utility to enable engagement
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Don’t be scared – get involved
Think about who you want to talk to
Pick the tool for the job, not the job for the tool
Think about making media social, not just social media
Have fun!
Conclusion