Social Strategy in the Perfect Storm

Presentation for Holm Kommunikation

13 April 2012

Man kan som læser både blive inspireret, bekræftet og provokeret af Peters social media bibel. Jeg blev alle tre ting. Bogen er nødvendig læsning for dansk erhvervsliv. Perspektiveringerne fra en trænet web 2.0 discipel som Peter er skarpe og både intellektuelt og operationelt stimulerende. Joachim Rubow, Koncernmarketingdirektør Danske Bank Group

Source: socialsemantic.eu

Has your organization worked with social media initiatives

within the last year?

Source: socialsemantic.eu

Central coordination and targeted planning

Sporadic initiatives and no clear planning

We are testing

A couple of employees are testing without a clear

deadline

Other

The Result

Time to get serious!

Social Media is a Perfect Storm

User Creation

Digitization

Only professionals create products

Non-professionals create products

Physical economy

Digital Economy

South West:

Traditional economy

North West:

Mass- customization

North East:

The Eye of the Perfect Storm

South East:

Digital Professional services

An example:

The Travel Business

There once was a travel agency:

=

• Purchase of flight tickets, hotel bookings etc.

• Customization of trip

• Find the cheapest trip

• Trip advice

Purchase of flight tickets, hotel bookings etc.

Price comparison (Find the cheapest trip)

Customization of trip

Trip advice

Only professionals create products

Non-professionals create products

Physical economy

Digital Economy

Excercise

Spend 2 minutes with the person next to you and select a company (maybe a client) and discuss where this company

is situated in the model

Communication Strategy in the Perfect Storm

The old world

Company Message

Media TV

Radio Papers

Communi-cation

Recipient Consumer

Only professionals create products

Non-professionals create products

Physical economy

Digital Economy

The conversation takes place without the companies

But companies

can become part of this

conversation

3 basic rules

Choose the right platform

Speak the language

Be interesting

Are you interesting?

When are you interesting?

Who finds you interesting?

Where are you interesting?

Do platforms exist and can we use them?

Can you speak the language? Are your products interesting or can you make them interesting?

Communication strategy

• Co-creation of products

• Involvement in products

• Creation of new involving product

• Creation of involving campaign

• Digital mass-communication

High involvement

Low involvement

Co-creation of products

Involvement in products

5 Types of Involvement

1. Involvement around rating, comments and improvement of products.

2. Involvement around service

3. Involvement around usage of products

4. Involvement around product conversations

5. Involvement around the creation of the products

Creation of new involving product

Creation of involving campaign

On Twitter, @Alyssa_Milano wrote "Are you flirting with me, @oldspice guy?"

Digital mass-communication

DIY on

www.denperfektestorm.dk/strategimodellen

peter@petersvarre.dk www.linkedin.com/in/petersvarre

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