harnessing social media
TRANSCRIPT
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HarnessingSocial Media
Engaging customers without losing control
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First it was about connecting computers
Then it was about connecting information
THEN it WAS about connecting people
Now its about connecting ideas & communities
It may or may not involve corporations
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900,000,000 ‘citizens’
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340,000,000 daily
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Over 120%
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CLOSED OPEN
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SOCIAL, MOBILE, UBIQUITOUS, CHEAP
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SO MUCH INTERACTION!
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THIS MORNING: A survey found that over 50 per cent of young adults find it too time consuming to keep up with all their social media commitments and concede the time they spend on social networking sites (SNS) has had a negative impact on their jobs or studies.
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Where are the ‘brands’?
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B
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B
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TO ASSUME YOU’re in CONTROL IS
FALSE
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& We still don’t really get it
IT’s 2012
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LEADERSHIP CEO, Management – content, commentary, responses
Raboplus GM BlogING Direct Asia Blog
TYPES OF CORPORATE CONTENT AND CONVERSATIONS
Examples of content Examples in market
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LEADERSHIP
STRATEGY & EXPERTISE
CEO, Management – content, commentary, responses
Thought leadership, understanding, opinion,
explanation
Raboplus GM BlogING Direct Asia Blog
McKinsey What Matters
TYPES OF CORPORATE CONTENT AND CONVERSATIONS
Examples of content Examples in market
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LEADERSHIP
STRATEGY & EXPERTISE
MARKETING & BRAND
CEO, Management – content, commentary, responses
Thought leadership, understanding, opinion,
explanation
Promotions, offers, branded experiences
Raboplus GM BlogING Direct Asia Blog
McKinsey What Matters
Twitter Accounts, microsites, affiliate
TYPES OF CORPORATE CONTENT AND CONVERSATIONS
Examples of content Examples in market
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LEADERSHIP
STRATEGY & EXPERTISE
MARKETING & BRAND
EXTERNAL COMMS & PR
CEO, Management – content, commentary, responses
Thought leadership, understanding, opinion,
explanation
Promotions, offers, branded experiences
Press releases, updates to information
Raboplus GM BlogING Direct Asia Blog
McKinsey What Matters
Twitter Accounts, microsites, affiliate
Twitter accounts, media and news destinations, facebook
TYPES OF CORPORATE CONTENT AND CONVERSATIONS
Examples of content Examples in market
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LEADERSHIP
STRATEGY & EXPERTISE
MARKETING & BRAND
EXTERNAL COMMS & PR
CUSTOMER CONVERSATIONS
CEO, Management – content, commentary, responses
Thought leadership, understanding, opinion,
explanation
Promotions, offers, branded experiences
Press releases, updates to information
Problem resolution, customer assistance and FAQs
Raboplus GM BlogING Direct Asia Blog
McKinsey What Matters
Twitter Accounts, microsites, affiliate
Twitter accounts, media and news destinations, facebook
Twitter accounts, facebook pages,
TYPES OF CORPORATE CONTENT AND CONVERSATIONS
Examples of content Examples in market
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LEADERSHIP
STRATEGY & EXPERTISE
MARKETING & BRAND
EXTERNAL COMMS & PR
CUSTOMER CONVERSATIONS
EMPLOYEE COMMS
CEO, Management – content, commentary, responses
Thought leadership, understanding, opinion,
explanation
Promotions, offers, branded experiences
Press releases, updates to information
Problem resolution, customer assistance and FAQs
Internal communications and collaboration
Raboplus GM BlogING Direct Asia Blog
McKinsey What Matters
Twitter Accounts, microsites, affiliate
Twitter accounts, media and news destinations, facebook
Twitter accounts, facebook pages,
Yammer, Twitter, Wikispaces
TYPES OF CORPORATE CONTENT AND CONVERSATIONS
Examples of content Examples in market
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What’s the key?
Be human
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What’s the key?
Be human
& Don’t be boring
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IS STILL NOT EASY TO MEASURE
ROI
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There are always reasons
Not to do it
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PR!
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PR!
LEGAL!
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PR!
LEGAL!
OPS!
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PR!
LEGAL!
OPS!
COMPLAINTS!
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BUT NOT BEING THERE ISN’T right
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THE more you do (just try)
The better off you’ll be
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BANKS NEED TO BELIEVE!
ASIA IS SOCIAL