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Social MediaStrategies, tools and measuring effectiveness in networks
CIM Financial Services : March 10th, 2010
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Antony Mayfield, SVP Social Media, iCrossing
Monday, 8 March 2010
strategies and tools?
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four years
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what are we dealing with?
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an expanding sphere
6Image: Bestario http://goo.gl/SWZqMonday, 8 March 2010
Image (cc) dominik99
disrupt / absorb
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it’s reached our relationships
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how we think
9Image: (cc) gingiber http://goo.gl/2MM8Monday, 8 March 2010
Image: Bestario.org
how we organise ourselves
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hard-nosed business version
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http://goo.gl/J2eq
“...this is just the beginning
of an exci3ng new era of
global interconnectedness
that will spread ideas and
innova3ons around the
world faster than ever
before.”
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all about networks
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Google & reputation
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28(CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 28
attention markets
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Search Technical
Find
Numbers
Quantitative
SocialHuman
Filter
Stories
Qualitative
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how to do it
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a word about tools
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IBM’s resource planning
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Pauline Ores, Social Engagement Strategy
ores@us.ibm.com
Monday, 8 March 2010
Text
Pauline Ores, Social Engagement Strategy
ores@us.ibm.com
Monday, 8 March 2010
iCrossings 3 key tools for social
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Measurement model
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STOP analysis
Engagement framework
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STOP
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Strategic Tac*cal
Organisa*onal Personal
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StrategicHow will the social web affect how we think and plan at a strategic business level? Will they change our commercial, political, social & cultural environment? What will our response be?
Tac*cal
Organisa*onal Personal
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Strategic Tac*calHow will the tactics of our brand
marketing change? What will happen to the structure of campaigns, the mix of
media, our relationships with media and agency partners?
Organisa*onal Personal
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Strategic Tac*cal
Organisa*onalOur organisation, including our employees and suppliers, has evolved to meet the demands of a media and marketing environment that is changing rapidly. Will the divisions and structures we have now need to change? How will communications, governance and collaboration alter? Personal
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Strategic Tac*cal
Organisa*onal
PersonalWhat will this mean for us all at a personal level? What skills and ways of working will need to be considered? Will the nature of our peopleʼs work, of work itself, be altered?
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engagement measurement
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social engagement framework
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principles above all
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case study
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iQ
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from
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Image: (cc) magnusfranklin
to...
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design
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BRAND STORIES TOYOTA
platforms
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active listening
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principle of fast
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“stones”
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viral
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things to try
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Say What?
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sanity searches... on Spezify
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iQ & measurement
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icrossing.co.uk/ebooks
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meandmywebshadow.com
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Email: antony.mayfield@icrossing.co.uk Sites: www.icrossing.co.uk Blogs: connect.icrossing.co.uk www.antonymayfield.com
Thank you
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