Social media has impacted the business world and is fast becoming an important part of the marketing mix in many companies. It has also impacted customer behaviour, creating a new type of customer - the social customer. Companies need a strategic approach to applying social media to boost its potential for sustainabl value. The ZHAW / Lardi Social Media Strategy Framework provides a guide to help companies develop a clear link between social media initiatives and business goals. The approach identifies objectives for social media use across the business value chain and maximises the potential for engagement with target audiences. Learn more http://lardistrategy.com/ Buy the book http://build-your-social-business.eu/

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Impact of Social Media
Lardi Strategy
17 July 2013

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The world has changed…

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People have changed…
Individuals create, control
and share content
Users and communities are
in control of the flow of
information
Younger generations
pioneer the use of personal
networks and viral
communication

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Technology has changed…
Cheap hardware and
software reach the masses
Web and mobile
applications actively
promote the participation of
users
Content is quickly shared
globally

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Consumers have changed…
Consumers have become
advocates
Consumers trust their peer
network and community
Consumers are less brand
loyal

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…but has your business changed?

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Social Media
what is it really?
A collaborative and transparent way for individuals, communities and organizations to interact, share information
and build mutually beneficial relationships.
In other words, people having conversations online (with computers, tablets or mobile devices)…
Source: LPC point of view, 2012
…powered by:
• Blogs
• Micro Blogs
• Online Chat
• RSS
• Social Networks
• Message Boards
• Podcasts
• Video Sharing Sites
• Photo Sharing Sites
• Virtual Worlds
• Wikis
(…just to name a few)

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Social Media
what is it really?
Source: LPC point of view, 2012
Focused on external interactions, for
example marketing, customer
relations, brand and eminence, and
talent acquisition – for prospects,
clients, partners, analysts,
marketers, and job candidates
BUSINESS 2.0ENTERPRISE COLLABORATION
Focused on internal interactions, for
example knowledge sharing,
innovation, content creation and
reuse, communication, and learning
by employees
Social
Media

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Social Media
has created a new kind of customer
Source: LPC point of view, 2012
Social Customer
The new
Social
Customer
Uses
online
channels &
comms
tools Trusts in
advice
made by
online
friends &
strangers
Tends to
buy more
online than
offline
Wants to
provide
feedback
about
product &
service
Expects
better
customer
experience
online &
offline
Reads &
creates
product
reviews,
rankings
Seeks to
connect
with like-
minded
peers

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What is the
ZHAW/Lardi Social Media
Strategic Framework?

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11
Social Media Strategy Framework
Create a clear link to your business strategy

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