1How To Make Social Media WorkCiarán Norris, Head of Social Marketing, Mindshare
The problem?2
Daddy, why don’t you have
a YouTube page?
Macinate on flickr
3 Agenda
• How? Planning Strategy
• Who? Case Studies
How?
The answer
People
Objectives
Strategy
Technologies (Assets)Forrester Methodology waferboard on flickr
5
Objectives
• Monitoring
• Influencer Identification/Activation
• Amplify customer service
• Distribute content
• Generate positive PR/Manage reputation
• Boost SEO
• Drive sales
7
Strategy
Entering a dialogue changes a relationship
Have you planned the resources to manage this?
Do you have the right ‘choice architecture’ to handle this?
8
9
No reason to be positive: mining, not listening
10
Simple incentives can be powerful
Technology/Assets
Now we decide whether you need to be on Facebook/Twitter/YouTube/etc...
Assets need to encourage socialisation & be shareable
11
Measurement12
Chefranden on flickr
Why else does this matter?Measurement
14
Who?fontplaydotcom on flickr
Plenty Of B2B Examples…15
16
14,000 ideas generated by community
COLOR OPTIONS
13.3-INCH DISPLAY COMPACT, BUT BIG ENOUGH TO FIT A
FULL-SIZED KEYBOARD UNDERNEATH
eSATA PORT LETS USERS
CONNECT EXTERNAL HARD DRIVES AT
FAST SPEEDS
BACKLIT KEYBOARDFOR WORKING IN THE
DARK
FINGERPRINT READER
EXTRA SECURITY APPEASES JITTERY
MANAGERS
BETTER BATTERY LIFE
UP TO 19 HOURS ON A SINGLE CHARGE
Like This One...
But B2C Still More Creative…18
19
20
But B2C Still More Creative…21
22 Tagging Ikea
23
Tapping into existing consumer behaviours
Tagging Ikea
24
Over 68 million views
25
Provide utility to enable engagement
26
Don’t be scared – get involved
Think about who you want to talk to
Pick the tool for the job, not the job for the tool
Think about making media social, not just social media
Have fun!
Conclusion
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