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
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