understanding impact and opportunities of social media
TRANSCRIPT
Understanding
the Impact and
Opportunities
of
Masterclass Media Impact on Reputation
23 oktober 2014
Laura Hamer - Strategist @ Digital Masters
Understanding the Impact and Opportunities of Social Media #DMRSM
Laura Hamer
Digital Strategist
Writer - books & blogs
Owner Digital Masters
Information Science
Corporate Communication
Online since 1991
Social Media users since 2007
Importance
Why social media is here to
stay.
Impact
How social media are
influencing us.
Value
There are trillions of hidden
€’s & $’s in social media.
Opportunities
How to grab your chances
social media is offering you
and your business.
Importance
Why social media is here to
stay.
Impact
How social media are
influencing us.
Value
There are trillions of hidden
€’s & $’s in social media.
Opportunities
How to grab your chances
social media is offering you
and your business.
Understanding the Impact and Opportunities of Social Media #DMRSM
Social media use
• Are you making use of
social media?
Understanding the Impact and Opportunities of Social Media #DMRSM
Social media use
• Are you making use of
social media?
• How many social media
platforms do you use?
Understanding the Impact and Opportunities of Social Media #DMRSM
Social media use
• Are you making use of
social media?
• Which social media
platforms do you use?
• Biggest use:
– Twitter, Facebook, LinkedIn,
YouTube, Google+,
Pinterest, Instagram,
FourSquare, Tumblr
Understanding the Impact and Opportunities of Social Media #DMRSM
https://conversationprism.com/
Understanding the Impact and Opportunities of Social Media #DMRSM
Social media use
• World population:
7,095,476,818
• Social media users:
1,856,680,860
• 38% of the world
population!
Understanding the Impact and Opportunities of Social Media #DMRSM
Titel
Source: slideshare “we are social Singapore”
Understanding the Impact and Opportunities of Social Media #DMRSM
10 Years ago
• No Twitter
• No Facebook
• No smartphones
• 45 min’s/day online
Understanding the Impact and Opportunities of Social Media #DMRSM
Today
• No Twitter
• No Facebook
• No smartphones
• 45 min’s/day online
• 271,000,000 Twitter
users
• 1,317,000,000 FB
users
• 6,572,950,124 mobile
subscr.
• 4 hours/day online
Understanding the Impact and Opportunities of Social Media #DMRSM
Adoption goes faster
Understanding the Impact and Opportunities of Social Media #DMRSM
Importance?
• Why is social media that important?
– Being where your job candidates are
Understanding the Impact and Opportunities of Social Media #DMRSM
Importance?
• Why is social media that important?
– Being where your voters are
Understanding the Impact and Opportunities of Social Media #DMRSM
Importance?
• Why is social media that important?
– Being where your students are
Understanding the Impact and Opportunities of Social Media #DMRSM
Importance?
• Why is social media that important?
– Being where your customers are
Understanding the Impact and Opportunities of Social Media #DMRSM
Importance?
• Why is social media that important?
– Being where your customers are
– Missing you if you aren’t there
Understanding the Impact and Opportunities of Social Media #DMRSM
Importance?
• Why is social media that important?
– Being where your customers are
– Missing you if you aren’t there
– Finding your competion instead
Understanding the Impact and Opportunities of Social Media #DMRSM
Importance?
• Why is social media that important?
– Being where your customers are
– Missing you if you aren’t there
– Finding your competion instead
• Social media is serious business
Understanding the Impact and Opportunities of Social Media #DMRSM
Understanding the success
Understanding the Impact and Opportunities of Social Media #DMRSM
Understanding the success
• In stead of making
contact the real
reason is:
– Sharing information –
at the watercooler, on
social media,
wherever – gives
pleasure and makes
us feel happy!
Understanding the Impact and Opportunities of Social Media #DMRSM
Understanding the success
• Maslow’s
hierarchy of
needs
Understanding the Impact and Opportunities of Social Media #DMRSM
Understanding the success
• Maslow’s
hierarchy of
needs
physical
Understanding the Impact and Opportunities of Social Media #DMRSM
Understanding the success
• Maslow’s
hierarchy of
needssocial
Understanding the Impact and Opportunities of Social Media #DMRSM
Understanding the success
• Maslow’s
hierarchy of
needs
self/me
Understanding the Impact and Opportunities of Social Media #DMRSM
Understanding the success
• Maslow’s
hierarchy of
needs
• Some think we
need an extra
layer
Importance
Why social media is here to
stay.
Impact
How social media are
influencing us.
Value
There are trillions of hidden
€’s & $’s in social media.
Opportunities
How to grab your chances
social media is offering you
and your business.
Understanding the Impact and Opportunities of Social Media #DMRSM
Impact is everywhere
Social media
people
Social media
organization
Social media
society
Understanding the Impact and Opportunities of Social Media #DMRSM
Social media people have..
• New friends
Understanding the Impact and Opportunities of Social Media #DMRSM
Social media people have..
• New friends
• New span of attention
Understanding the Impact and Opportunities of Social Media #DMRSM
Social media people have..
• New friends
• New span of attention
Understanding the Impact and Opportunities of Social Media #DMRSM
Social media people have..
• New friends
• New span of attention
• New manners
Understanding the Impact and Opportunities of Social Media #DMRSM
The social society consists of
..• New differences
Understanding the Impact and Opportunities of Social Media #DMRSM
The social society consists of
..• New differences
• New sources (of latest news)
Understanding the Impact and Opportunities of Social Media #DMRSM
The social society consists of
..• New differences
• New sources
• New democracy
Understanding the Impact and Opportunities of Social Media #DMRSM
The social company needs to
rethink ..
• Communication
Understanding the Impact and Opportunities of Social Media #DMRSM
The social company needs to
rethink ..
• Communication
• Marketing and sales
Understanding the Impact and Opportunities of Social Media #DMRSM
The social company needs to
rethink ..
• Communication
• Marketing and sales
• Education and training
Understanding the Impact and Opportunities of Social Media #DMRSM
The social company needs to
rethink ..
• Communication
• Marketing and sales
• Education and training
• Collaboration and service
Understanding the Impact and Opportunities of Social Media #DMRSM
Importance
Why social media is here to
stay.
Impact
How social media are
influencing us.
Value
There are trillions of hidden
€’s & $’s in social media.
Opportunities
How to grab your chances
social media is offering you
and your business.
Understanding the Impact and Opportunities of Social Media #DMRSM
Question
• What is the guestimated value of social
media for organizations?
A. $ 900 – $ 1,3 trillion on annual basis
B. Far more than $ 1,3 trillion
C. Impossible to calculate but less than $ 1,3
trillion
Understanding the Impact and Opportunities of Social Media #DMRSM
Question
• What is the guestimated value of social
media for organizations?
A. $ 900 – $ 1,3 trillion on annual basis
B. Far more than $ 1,3 trillion
C. Impossible to calculate but less than $ 1,3
trillion
Understanding the Impact and Opportunities of Social Media #DMRSM
Social media = strategic
• The use of social media should:
– Increase added value to your product or
service
– Decrease the cost to create your product or
service
• You don’t need a social media strategy
• Social media needs to be part of the
execution of your strategy
Understanding the Impact and Opportunities of Social Media #DMRSM
Finding the social value
1 Core of your company
2 Value chain
3 Interaction
4 Inside and outside
Understanding the Impact and Opportunities of Social Media #DMRSM
Core of your company
BRANDPRODUCT or
SERVICE
SUPPORT SALES
REPUTATION DEVELOPMENT
MESSAGES CHANNELS
Understanding the Impact and Opportunities of Social Media #DMRSM
Core of your company
• Who are you?
• Identity
• Image
• Brand equity and
management
• Align social media
• Webcare
• Competition
BRAND
REPUTATION
Understanding the Impact and Opportunities of Social Media #DMRSM
Core of your company
• Marketing and
development
• Co-creation
– Lego CUUSOO
• Personalization
– NikeID
• Domino’s Pizza
Turnaround
PRODUCT or SERVICE
DEVELOPMENT
Understanding the Impact and Opportunities of Social Media #DMRSM
Core of your company
• It’s all about sales
• Inbound marketing
• Peer recommendation
• “Share this on
Facebook”
SALES
CHANNELS
Understanding the Impact and Opportunities of Social Media #DMRSM
Core of your company
• Webcare
• How will you be
helping your
audience and
customers
• After sales
• Delight your
customers
SUPPORT
MESSAGES
Understanding the Impact and Opportunities of Social Media #DMRSM
Value chain
Understanding the Impact and Opportunities of Social Media #DMRSM
Value chain
• Value chain of Porter
• All processes of an
organization
• Primary and
secondary activities
• Where is possible
added value in your
value chain?
Understanding the Impact and Opportunities of Social Media #DMRSM
Inside and outside
• Social media
should be
considered
from both
perspectives
• Social media
policy
Understanding the Impact and Opportunities of Social Media #DMRSM
Interaction
Corporate
communication
Knowledge
Supporting
proccesses
Primary
process
Understanding the Impact and Opportunities of Social Media #DMRSM
Interaction
Corporate
communication
Knowledge
Supporting
proccesses
Primary
process
Marketing communication
Crisis communication
Employee communication
Understanding the Impact and Opportunities of Social Media #DMRSM
Interaction
Corporate
communication
Knowledge
Supporting
proccesses
Primary
process
Education & training
Business intelligence
Development
Marketing communication
Crisis communication
Employee communication
Understanding the Impact and Opportunities of Social Media #DMRSM
Interaction
Corporate
communication
Knowledge
Supporting
proccesses
Primary
process
Recruitment
After sales
Inbound marketing
Education & training
Business intelligence
Development
Marketing communication
Crisis communication
Employee communication
Understanding the Impact and Opportunities of Social Media #DMRSM
Interaction
Corporate
communication
Knowledge
Supporting
proccesses
Primary
process
Co creation
Customer service
Sales
Recruitment
After sales
Inbound marketing
Education & training
Business intelligence
Development
Marketing communication
Crisis communication
Employee communication
Understanding the Impact and Opportunities of Social Media #DMRSM
Translate possibilities to
value• Increase:
– Employee effectiveness and efficiency
– Innovation power
– Sales leads and sales
– Customer satisfaction
Understanding the Impact and Opportunities of Social Media #DMRSM
Translate possibilities to
value• Decrease:
– Cost:
• Cost of basic training
• Sales cost
• Development cost
– Time – to – market
– Number of meetings
– Number of email
Understanding the Impact and Opportunities of Social Media #DMRSM
• https://www.youtube.com/watch?v=AH5R5
6jILag
Importance
Why social media is here to
stay.
Impact
How social media are
influencing us.
Value
There are trillions of hidden
€’s & $’s in social media.
Opportunities
How to grab your chances
social media is offering you
and your business.
Understanding the Impact and Opportunities of Social Media #DMRSM
How to unlock that value?
• How to turn your organization into a social
business?
• Organize and plan!
Understanding the Impact and Opportunities of Social Media #DMRSM
Organize
Research
Plan
Engage internally
Execute
Measure and analyze
Understanding the Impact and Opportunities of Social Media #DMRSM
Plan
• Set your goals
• What do you want to achieve?
Understanding the Impact and Opportunities of Social Media #DMRSM
Plan
• Set your goals
• What do you want to achieve?
• Choices to be made:
– What
– Who
– When
– How
Understanding the Impact and Opportunities of Social Media #DMRSM
Plan
• Set your goals
• What do you want to achieve?
• Choices to be made:
– What
– Who
– When
– How
Social
Media
Roadmap
Understanding the Impact and Opportunities of Social Media #DMRSM
Social Media Roadmap
• Helps in planning:
– Goals to achieve
– Connection
– Size of fanbase
Understanding the Impact and Opportunities of Social Media #DMRSM
Goals to achieve
• Build brand?
• Increase sales leads?
• Deliver excellent service?
• <your goal goes here>
• <your goal goes here>
Understanding the Impact and Opportunities of Social Media #DMRSM
Connection
• Sending
• Reacting
• Engaging
connection
SE
ND
ING
RE
AC
TIN
G
EN
GA
GIN
G
Understanding the Impact and Opportunities of Social Media #DMRSM
Size of fanbase
• High
• Middle
• LowR
each
LOW
MIDDLE
HIGH
Understanding the Impact and Opportunities of Social Media #DMRSM
interesting challengingremarkable
neat attractivenice
starter too modestunwitnesse
d
connection
reach
Understanding the Impact and Opportunities of Social Media #DMRSM
interesting challengingremarkable
neat attractivenice
starter too modestunwitnesse
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connection
reach
invisible
Understanding the Impact and Opportunities of Social Media #DMRSM
interesting challengingremarkable
neat attractivenice
starter too modestunwitnesse
d
connection
reach
invisible
Understanding the Impact and Opportunities of Social Media #DMRSM
interesting challengingremarkable
neat attractivenice
starter too modestunwitnesse
d
connection
reach
invisible
Understanding the Impact and Opportunities of Social Media #DMRSM
interesting challengingremarkable
neat attractivenice
starter too modestunwitnesse
d
connection
reach
invisible
Understanding the Impact and Opportunities of Social Media #DMRSM
interesting challengingremarkable
neat attractivenice
starter too modestunwitnesse
d
connection
reach
invisible
Understanding the Impact and Opportunities of Social Media #DMRSM
interesting challengingremarkable
neat attractivenice
starter too modestunwitnesse
d
connection
reach
invisible
Nice for:
Checking out
the
competition
Understanding the Impact and Opportunities of Social Media #DMRSM
interesting challengingremarkable
neat attractivenice
starter too modestunwitnesse
d
connection
reach
invisible
Perfect for:
Intelligence
Understanding the Impact and Opportunities of Social Media #DMRSM
interesting challengingremarkable
neat attractivenice
starter too modestunwitnesse
d
connection
reach
invisible
Perfect for:
Building brand
awareness
Understanding the Impact and Opportunities of Social Media #DMRSM
interesting challengingremarkable
neat attractivenice
starter too modestunwitnesse
d
connection
reach
invisible
Perfect for:
Co-creation
Winning
elections
Understanding the Impact and Opportunities of Social Media #DMRSM
Planning should look like this
interesting challengingremarkable
neat attractivenice
starter too modestunwitnessed
connection
rea
ch
Where are
you now?
Where do
you wanne
be?
Understanding the Impact and Opportunities of Social Media #DMRSM
Wrapping it all up
• Social media are here to stay
• People, society and organizations have
changed and keep on changing: stay
ahead
• Unlocking the value means fitting social
media into your strategy
• Organize and plan
• Measure, analyze and addapt!
Understanding the Impact and Opportunities of Social Media #DMRSM
10 Years ago
Further reading
Download the Social Media Roadmap and
Social Media Roadmap Counter here:
http://www.digital-
masters.nl/social_media_roadmap_counter
Social Media Roadmap Counter
Get your copy of the first chapter
of Like this!
http://www.digital-
masters.nl/download-hoofdstuk-1-
like-this
Like this!
Follow me on social media:
@lcdhamer
@digitalmast3rs
www.facebook.com/digitalmast3rs
Social Media