Fredrik Johnsen - Presentation at SMI Social Media in the Defence & Military Conference, London, 20. November 2013
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Fredrik Johnsen - Presentation at SMI Social Media in the Defence & Military Conference, London, 20. November 2013
- 1. Applying private successes in social media to the military and defence industry Social Media in the Defence & Military London 20. November 2013
- 3. Fredrik Johnsen • • • • • Currently advisor with the Norwegian National Security Authority 13 years experience as a journalist and advisor Tech-enthusiast and (former) social media evangelist Early adopter Iowa State University graduate
- 6. Applying private successes in social media to the military and defence industry Social Media in the Defence & Military London 20. November 2013
- 8. Ignore the technology Think less about Facebook…
- 9. Love the People! Consider what role you play in people’s lives… Foto: Flickr.com/jamescridland med CC BY 2.0
- 10. Make a change 10 Dare to make a change (if it’s for the better) Foto: Flickr.com/Tony Fisher Photography med CC BY 2.0
- 11. And speaking of change… «Internett is a flop – a fashion item that will be extinct in a few years…»
- 12. From Dell Hell…
- 13. To Drinks with Dell
- 15. Social media is not about technology, but about communication
- 16. Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it’s not better. Avinash Kaushik Analyst, Google bunbuns by tinkernoonoo FLICKR CC
- 17. Challenge: How do you cut through the noise?
- 20. To succeed in social media Have something to say 2) Have a target audience to say it to 3) Distribute the right message to the right audience at the right time in the right channel 1)
- 21. Why? Foto: Flickr.com/respres med CC BY 2.0
- 22. Foto: Flickr.com/alancleaver_2000 med CC BY 2.0 Purpose What do we want to achieve? New audiences? New members? New revenues? Listen to them, talk with them? Make them talk amongst themselves (about you)!
- 23. o: Flickr.com/humboldthead med CC BY 2.0 People Who are we dealing with? How do they use the Internet? What social media do they prefer? How do they prefer being spoken to?
- 25. A use for everything… The following functions need to be filled Content Distribution Dialogue
- 26. they What do you want to talk about?
- 27. 27 21.11.2013
- 28. Make a plan (Try to) make an editorial calendar in order to plan content ahead. What topics will we cover? What is our stance? What kind of multimedia content will support our message? Who is responsible? 21.11.2013
- 29. Use good visuals
- 30. Check your spelling Find your tone of voice – Does humor work? – Don’t swear Does the language reflect the organization? Kilde: Oterhals, VG Nett
- 31. How do we know we have succeeded?
- 32. How Idiots Track Success
- 33. Few organizations measure anything at all
- 34. Connect social media goals to business goals Business goal: Increase financial results Business KPI: Reduce number of phone calls to customer service Social media KPI: Share of customer inquiries handled in social media
- 35. Measure on several levels Quarterly Monthly Weekly 21.11.2013 35 • Are we reaching our business goals? Are we in line with our corporate strategy? • Evaluation of resources and channels; adjust the course • Evaluation towards social media KPIs and department goals • Identify trends and consider actions and policy updates • Optimize content
- 36. «In a few years, men will be able to communicate more effectively through a machine than face to face.» — J.C.R. Licklieder, 1960 Foto: Flickr.com/markhillary med CC-BY-2.0