Ciaran Norris - shares insights on how to make social media work with examples.

1. 1 How To Make Social Media Work Ciarán Norris, Head of Social Marketing, Mindshare

2. The problem? 2 Daddy, why don’t you have a YouTube page? Macinate on flickr

3. Agenda 3 How? Planning Strategy Who? Case Studies

4. How?

5. The answer People Objectives Strategy Technologies (Assets) Forrester Methodology waferboard on flickr 5

6. People 6

7. Objectives Monitoring Influencer Identification/Activation Amplify customer service Distribute content Generate positive PR/Manage reputation Boost SEO Drive sales 7

8. 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. 9 No reason to be positive: mining, not listening

10. 10 Simple incentives can be powerful

11. Technology/Assets Now we decide whether you need to be on Facebook/Twitter/YouTube/etc... Assets need to encourage socialisation & be shareable 11

12. Measurement 12 Chefranden on flickr

13. Why else does this matter? Measurement

14. 14 Who? fontplaydotcomon flickr

15. Plenty Of B2B Examples… 15

16. 16 14,000 ideas generated by community

17. COLOR OPTIONS 13.3-INCH DISPLAY COMPACT, BUT BIG ENOUGH TO FIT A FULL-SIZED KEYBOARD UNDERNEATH BETTER BATTERY LIFE UP TO 19 HOURS ON A SINGLE CHARGE eSATA PORT LETS USERS CONNECT EXTERNAL HARD DRIVES AT FAST SPEEDS FINGERPRINT READER EXTRA SECURITY APPEASES JITTERY MANAGERS BACKLIT KEYBOARD FOR WORKING IN THE DARK Like This One...

18. But B2C Still More Creative… 18

19. 19

20. 20

21. But B2C Still More Creative… 21

22. Tagging Ikea 22

23. Tagging Ikea 23 Tapping into existing consumer behaviours

24. 24 Over 68 million views

25. 25 Provide utility to enable engagement

26. Conclusion 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!

27. Drop me a lineciaran.norris@mindshareworld.com PSD on flickr