Social Media: Make it social - Get better connected


MAKEITSOCIALGet better connected with your customers
through the use of Social Media

Time to get social & personal2
The Social Media wave
 It’s a tidal force on the Internet
 Deal with it or loose your foothold
 It’s affecting your organization
 Whether you know it or not

12.05.2016 Time to get social & personal3
It’s is too big too take lightly
 Social Media is another evolutionary step
in information exchange
 It holds great opportunities
 And many threats

12.05.2016 4
 Don’t mess with it
unless you know
what you’re doing
2. The risks
 Give people
personally relevant
and good content
3. How to use it
 Get better connected
with customers and
employees
1. Why use it
12/05/2016
Three things you’ll learn about Social Media

Why use it
 Get better connected with customers and employees
 On the web with technologies like youtube,
flickr, facebook, twitter, wikipedia…

12.05.2016 6
Social Media is all about people…
CONNECTING

With family, friends, colleagues, customers…

Social Media is
another evolutionary step
in the way Internet is a
connector of people.
– Vinton G. Gerf, VP & Chief
Internet Evangelist, Google
http://www.youtube.com/watch?v=oxySmrn-IwQ&feature=channel
It’s a connector of people
“
”

People have instantly recognized its value

Because humans are social creatures

And herd animals

It fulfills an eternal human urge: Connecting
 Getting together
 Sharing experiences
 It nourishes us
 Makes us strong

Today, we can connect with blinding speed

Easier than ever before

With the Internet and the Web as the platform…
Source: MIT's Technology Review, Mapping the internet
 A map of the
global Internet
▬ 700 million
computers
connected in
a network
of networks

And Social Media technologies…

Time to get social & personal
And a few keystrokes...

We have instant worldwide reach

No wonder why usage has exploded

12.05.2016 20
Everyone is online
The World Wide Web
 1,6 billion users
 60 % of the population in EU
 76 % of the population in the
Nordic countries
Source: Eurostat – ICT statistics

12.05.2016 21
Flocking around Social Media
 No fad
 Usage has exploded
 70% of all internet users use it
 Can’t be all kids
 More people are watching
videos online than using e-mail
 Has surpassed porn sites in
popularity

Using a wide variety of tools

Creating a new era of connectedness
 People are talking, ranting, complaining, praising,
reviewing, and sharing everything online for the world
to see.
You won’t
believe…”
”Check this
out…””Did you
hear…” ”Funniest
thing ever..”
”Saw this
on MSN…”
”Sucks.”
”Stay
away…”Useful!”
”Great!
”BAD!”

The dominant player
Google has 82 percent market share
It all starts here

12.05.2016 25
Other popular tools

The figures are BIG and growing fast

YouTube.com
>100,000,000
videos
Flickr.com
~ 3,000,000,000
images
Facebook.com
~ 275,000,000
visitors pr. month
Blogs
~ 200,000,000
LinkedIn.com
~ 40,000,000
users
Wikipedia
~ 65,000,000
visitors pr. month
Digg.com
~ 33,000,000
visitors pr. month
Twitter.com
~ 6,000,000
users
Innocentive.com
~ 160,000
contributors
SecondLife
~ 1,500,000
residents

Now, to the BIG question for businesses…

Do you want to be better connected
with your customers and employees

Would you like them to take
notice and be your fans

Would you like them
to be your ambassadors

We’re in the business
of connecting with
people.
– Trevor Edwards, VP Global
Brands, NIKE
Companies are saying: YES
“
”

12.05.2016 35
Companies are saying: YES
75 percent of Fortune 1000
companies with websites will
have undertaken some kind of
online social networking
initiative for marketing or
customer relationship purposes
in the next year.
October 2008
“
”

To find something comparable,
you have to go back 500 years to
the printing press, the birth of mass
media.
– Rupert Murdoch, owner of
News Corp and MySpace
“
”

12.05.2016 37
Main benefits of Social Media
 Be findable
 Engaging and interacting with audiences
 Direct customer communication
 Learning customer preferences
 Instant feedback
 Low cost
 Reach wider audience
 Brand building
 Lead generation
 Customer service
Source: Marketing executives Networking Group (MENG), ”Social Media in Marketing, Nov. 6, 2008

12.05.2016 38
Main uses of Social Media
 Communicationg news online
 Offer alerts, updates and feeds
 Enliven news and content with multimedia
 Customizing content
 Demonstrating thought leadership
 Harness collective intelligence
 Contact management
 Event coverage
 Crisis management
 Sponsoring affinity groups and widgets

In 2009, if you’re digital
presence does not include Social
Media, you’re missing an awful lot of
opportunities.
– Anders Lindgren,
marketing director,
Steria Scandinavia
“
”

Business Week sums it up nicely

For companies, resistance to social media
is futile. Millions of people are creating content
for the social web. Your competitors are already
there. Your customers have been there for a
long time. If your business isn’t pulling itself out
there, it ought to be.
February 19, 2009
“
”


12.05.2016 42
unless you know
what you’re doing
2. The risks
 Give people
what they want
3. How to use it
with customers and
employees
1. Why use it
12/05/2016

 The risks of Social Media
 Don’t mess with Social Media
unless you know what you’re doing


12.05.2016 44
Be aware of the dangers
 Empower and educate
your employees
 It’s a different world
 Old rules don’t apply
 It’s a new ballgame


The reason is this


Herd mentality reigns


The online BUZZ about your organization…


Can be great


Or really bad


Either way, it spreads quickly
They don’t call it Viral for nothing


So be cautious


12.05.2016 52
Remember the good old days
 A consumer who experience a bad customer service
situation will tell 10 or 20 people?
 How does 1.3 million sound? That’s the new reality


12.05.2016 53
Example 1
 A story of Social Media
embarrassment:
 The sleeping service
technician
 To date, viewed 1.3
million times


12.05.2016 54
Example 2
 “In videos posted on
YouTube and elsewhere
this week, a employee of
well known restaurant
chain in the U.S. prepared
sandwiches for delivery
while putting cheese up
his noce, nasal mucus on
the sandwhich.”
- New York Times, April
16, 2009


You must have a clear strategy
 Align the use
of Social Media
with your internal
and external
communication
plan
 What to do
 What NOT to do


12.05.2016 56
TIP! Use the SteriaSOCIAL method
 Assess: Investigate your customers’ and employees’ social
activities
 Objectives: Determine what you want to achieve
 Strategy: Choose the areas which is most relevant and likely to
engage your audiences
 Technology: Decide on which tools and solutions to use
 People: Train and empower your people
 Processes: Don’t underestimate the time it takes
 Measure: Measure your progress and fine-tune your approach
The method was created by Steria to help people get
started with Social Media


12.05.2016 57
Shy away from these marketing scams


OK, let’s wrap it up


The biggest risk with Social Media is to do nothing


You have to do something


It will be the topic of the next chapter

12.05.2016 62
unless you know
what you’re doing
2. The risks
 Give people
what they want
3. How to use it
with customers and
employees
1. Why use it
12/05/2016

How to use it
 Give people what they want

To use Social Media right…

You need to do one simple thing

12.05.2016 66
It is the ”red thread” of this chapter

12.05.2016 67
Start multiprocessing
Choose relevance
Want easiness
Speed up
Use noise filter
Seek guidance
Focus on giving people what they want
12/05/2016
6 ways
people adapt
to modern life
Be personally relevant
Make things easy
Get to the point, quickly
Don‘t be marketing noise
Provide guidance
When using Social Media:

12.05.2016 69
It takes only ½ a second …
 Research indicates that people spend less than
½ second to “decide” if something is worth giving
more attention to, or not.

12.05.2016 71
Relevancy has always been relevant
By far the most important
factor explaining likeability is the
extent to which the commercial
is meaningful for the viewer.
– Giep Franzen, 1994
“
”

12.05.2016 72
Today, relevancy is more relevant than ever
Customer Bullsh*t meters
are hypersensitive.
Irrelevant ads cause a
disconnect - bad scent.
Relevant ads and content
offer good scent.
– Bryan Eisenberg, Future Now,
Chicago ad:tech 2006 conference
“
”

Don’t be noise

12.05.2016 74
“The information explosion”
Sources: (1) The Diverse and
Exploding Digital Universe,
March 2008, An IDC White
Paper - sponsored by EMC
(2) How Much Information?,
UC Berkeley School of
Information Management and
systems, 2003
Size of circles indicate amount
information produced worldwide

More information will be created in the
next three years than in the history of time.
– Berkley School of Information Management, 2002
“
”
The
exploding
digital
universe

There is just way too much information
 The advances in worldwide communications
 The information explosion in the Internet
 The growth of news and other media
 The increase in publishing
© Photo: Mathias Kulka / Corbis / Scanpix

Especially marketing noise…

…and advertising noise

12.05.2016 80
Ads are everywhere
 The average person is exposed to ~ 2,000 advertising
messages/day
 87,600,000 throughout their lives

Not only are people immune

We use the smartest noise filter in the world
OUR MIND
 People who live near train lines
find ways to adjust to the noise ...
 We treat encroaching advertising and
marketing just like those trains

People have become highly sophisticated
They mentally tune out messages that do not
resonate immediately with their own desires or needs

We actively try to avoid ads…

Please, spare me…
70% of consumers would be interested in products or
service that help them avoid marketing messages
– Yankelovich Marketing and Forrester Research

… and believe they lie

12.05.2016 87
Stop the Bullsh*t
 76% of consumers
don’t believe that
companies tell the truth
in advertisements
Source: Yankelovich, 2006

Provide guidance

12.05.2016 89
Help people find the way
 There is just way too much information for us to
absorb, filter and sort out
 To save time, people are forced to seek expert advice
and guidance

Make things easy

12.05.2016 91
Everything should be extremely userfriendly
Usability is a term used to denote the ease
with which people can employ a particular tool
or other human-made object

To sum it up

12.05.2016 93
Back to our red thread

12.05.2016 94
Start multiprocessing
Choose relevance
Want easiness
Speed up
Use noise filter
Seek guidance
Focus on giving people what they want
12/05/2016
6 ways
people adapt
to modern life
Make things easy
Don‘t be marketing noise
Provide guidance
When using Social Media:

The Social Media wave
 It’s a tidal force on the Internet
 Deal with it or loose your foothold
 It’s affecting your organization
 Whether you know it or not

It’s is too big too take lightly
 Social Media is another evolutionary step
in information exchange
 It holds great opportunities
 And many threats

Thank you and good look with your relations
Produced by: Anders Lindgren

About the author
Anders Lindgren is a digital
pioneer,
PR-veteran and content marketing
specialist with two decades of
experience as a marketing and
communication director for large
professional services firms,
primarily PwC and Sopra Steria.
He is passionate about sharing
insights about all communication
around people and brands
that makes them SHINE.
no.linkedin.com/in/anderlindgren+47 921 30 430anderlindgren@gmail.com

Social Media: Make it social - Get better connected

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