Source: Gapingvoid.com

Sociala MedierBerghs, 20121203

Why?

Who?

What?Where?

How?

Who?Who?How?Where?

Bought•Banners ads

•Sponsored links

•Media partnerships/Branded content

•Paid PR (bloggers)

•SEM

•Mentions on blogs and social networks

•User-generated content

•Embedded content

•Shared links

•Mentions on Bulletin boards

•Diggs

Earned•Main site

•Micro sites

•Intranet/extranet

•Newsletters

•Pages on social networks

•Brand blogs/micro blogs

•Mobile & Tablet apps•SEO

Owned

20111999

Bought

Earned

Owned

BoughtEarned

Owned

Bought EarnedOwned

Social

Source: IUM

Source: Baekdal.com

Source: EngamentDb.com

”Allstate launched the Good Hands(SM) Community in order to provide a forum for consumers to get information and share stories, views and experiences on common topics central to Allstate's goal of helping people protect what they have and prepare for the future. The intent is to empower consumers through dialog to share their hopes, dreams and challenges on topics such as vehicle ownership, making a difference in their community, managing daily spending and personal finance.”

Reach Relevance

ANewBrandingPla/orm

A Brand New Store

A New Game Console?

A New Way to Donate

ANewCrimeCombatTool?

BERGHS SCHOOL OF COMMUNICATION

27

ANewCi7zenEmpowermentTool

BERGHS SCHOOL OF COMMUNICATION

28

AMisusedPla/orm?

Professionellt Privat

A New Career Move?

A New Recruitment Tool

A New Charity Platform

A New Charity Platform

A Brand New Store

A Brand New Store

At Your Service:

A New Branding Platform

A New Branding Platform

At Your Service:

Now,let’sprac7ce!

Who?Who?How?Where?How?

“What is strategy? A pattern in a series of actions. ”

- Henry Mintzberg

BERGHS SCHOOL OF COMMUNICATION

Source: darmano.typepad.com

49

When? Roadmap

Who?Organisation

What?Content & Distribution

How?Work flow & Measurements

Who?Who?How?Where?How?

What?Content Plan

För allt innehåll:

- Var ska det publiceras? - Vad är syftet?- Hur mäter vi? KPI:er

What?Social Media Release

What? Online PR and Seeding Plan

What?Interaction guidelines

When? Strategic Roadmap

When? Strategic Roadmap

Who? Organisation

Oavsett organisation:

- Strategi & mål - Definierat resursbehov- Klara arbetsbeskrivningar- Tydligt ansvar & mandat- Frigjord tid

NextWeek

Schemat

09.00 - 09.15 Hej igen!

09.15 - 09.45 Tågkompaniet

09.45 - 10.15 Löfbergs

10.15 - 10.30 Kaffe

10.30 - 11.00 PWC

11.00 - 11.30 Svenska spel

11.30 - 12.00 Thermo Fischer Scientific

Tobias Brandt

+46 733 72 37 00

tobydammit@me.comtobias.brandt@digitas.se

@tobiasbrandt Linkedin.com/in/tobiasbrandt Facebook.com/tobydammit Tobydammitwww.digitas.se