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Web 2.0 and Social Media From Internal to External

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WEB 2.0 & SOCIAL MEDIA
                   from Internal to External



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INTERNAL BRAND VS EXTERNAL BRAND




 MESSAGE / GUIDELINES / PRODUCTS

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Graphics: http://hello.eboy.com/eboy/2008/02/25/poster-for-adobe-air-launch/

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Web 2.0 and Social Media From Internal to External

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The challenges of managing corporations at a time of web 2.0 and social media. What are the main shifts companies, management and businesses are facing from their internal to the external in this new technological and social paradigms. The individual and companies as media. The paper of intra-nets and good communications. A social media SWOT analysis. Correlation between web 2.0 and social media to engage employees and to get ROI and ROA. Listening, engaging and clear communication and guidelines start in your intranet, inside your company. Any efficient strategy always starts from the inside to the external. CONSUMERS, PROSUMERS AND NICHE GROUPS ARE THE NEW STAKEHOLDERS OF COMMUNICATIONS and business.



The challenges of managing corporations at a time of web 2.0 and social media. What are the main shifts companies, management and businesses are facing from their internal to the external in this new technological and social paradigms. The individual and companies as media. The paper of intra-nets and good communications. A social media SWOT analysis. Correlation between web 2.0 and social media to engage employees and to get ROI and ROA. Listening, engaging and clear communication and guidelines start in your intranet, inside your company. Any efficient strategy always starts from the inside to the external. CONSUMERS, PROSUMERS AND NICHE GROUPS ARE THE NEW STAKEHOLDERS OF COMMUNICATIONS and business.



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Web 2.0 and Social Media From Internal to External

  1. 1. WEB 2.0 & SOCIAL MEDIA from Internal to External v Shifts & Challenges that need to start inside each company Dinis Guarda, Global Head of SEO & Social Media Strategy Saxo Bank A/S | Design Support: Soledad Medina
  2. 2. INTERNAL BRAND VS EXTERNAL BRAND MESSAGE / GUIDELINES / PRODUCTS
  3. 3. Graphics: http://hello.eboy.com/eboy/2008/02/25/poster-for-adobe-air-launch/
  4. 4. http://willscullypower.files.wordpress.com/2009/01/social-media-landscape.jpg
  5. 5. Attributes of the environment Attributes of the organization to achieving the objective to achieving the objective
  6. 6. • Needs time and attention • It is difficult to measure and sometime executives might not think it is relevant • Limitations of technology, ultimately requires human touch • Huge volumes of data to process numerous sources and innumerous languages. • Difficult to make a one stop technological solution. • Its such a huge media space which is rather intimidating to a beginner. • Ongoing disagreement between the data compilation over being comprehensive and insightful, which is rather difficult to achieve both successfully as yet.
  7. 7. • Legal, compliance issues • Risk of miscommunication • Poor management can create PR disasters and thus affect brands seriously • There are no defined industry standards, will make it difficult to benchmark success and outcomes. • Many new entrants/ board room level executives do not really understand the how to take advantage of user generated content.
  8. 8. • Can create a viral impact and generate huge opportunities for internal and external goals • Analyzes what is being said about your company. • Decoding the noise and chatter of user generated content • Encourages direct consumer interactions. • Allows real time view on consumer perceptions about their brands. • Helps develop a marketing plan from consumer interactions & conversations.
  9. 9. • Potential to become a hygiene factor for every company with more technology improvements making monitoring more effective. New form of lead generation • Create loyal audiences and customers that can interact • New opportunities to know what customers are looking for and monetize that • Companies have profited from social media and many more to yet to venture. This medium offers immense opportunities. • Companies can now capitalise social media without any penny spent to advertise their brand. • You can use its technological facilities to improve business and web performance
  10. 10. KNOW YOUR BRAND & EMPLOYEES, PRODUCTS, BUSINESS E-STRATEGY: AUDIENCE AND determine and focus a COMPETITORS: strong and medium assessment of long term strategy and organisational readiness - growth/directional E-BUSINESS ORGANISATIONAL IT infrastructure, learning, options are paramount for success. STRATEGY READINESS information assets, roles, skills & competencies. DELIVERY AND LEARNING PLAN AND SET CLEAR APPLICATION SOLUTION PLAN BRAND/DESIGN GOALS + STEPS: ARCHITECTURE: the right analysis, impact, brand building / PR / change/risk management communication built to plan is key for business, meet strategy + company culture, learning organisational features: environments, IT everything needs to work infrastructure: in other with clear information words, a comprehensive assets & particular plan for business' success people/business needs.
  11. 11. Graphics: http://media.smashingmagazine.com/cdn_smash/images/pixel-art/pixel-art-5.jpg
  12. 12. Raturi Misra Guy De Swardt
  13. 13. MARKET CONTROL THROUGH SALES THERE ARE VARIOUS FORCES THAT DRIVE THE SUCCESS OF WEB SOCIAL LOCATION & KNOWLEDGE OF MEDIA MARKETING YOUR AUDIENCE But ultimately each employee in an organisation is one of the main driving forces behind any success! POWERFULL RELEVANT PRODUCTS INTEGRITY + BRAND ROA
  14. 14. David Armano, Top Ten Signs You might be a “Weblebrity”
  15. 15. Image graphic source: David Armano, Maslow’s hierarchy of needs
  16. 16. Deb Schultz
  17. 17. http://www.jarche.com/wp- http://www.digitaltrainingacademy.com/images/sm_fa http://flowingdata.com/wp- content/uploads/2009/12/NetworkProgression_Quinnovatio cebook_friends_map.JPG content/uploads/2008/03/twitter-network.png n.gif
  18. 18. Source: http://www.mariosalexandrou.com/images/intranet_or_corporate_portal.gif
  19. 19. Image source: http://xjtian94.files.wordpress.com/2009/04/hyperlink-pixel-art-needlepoint-canvas-yarn-2.jpg
  20. 20. Graphic source Edelman Digital / David Armano
  21. 21. CONNECTIVITY INTERFACES STANDARDS INTERNAL RELATIONSHIPS INTRANET CONTENT SERVICES
  22. 22. http://farm1.static.flickr.com/8 3/210080133_0b650f3641.jpg Graphic source Edelman Digital / David Armano
  23. 23. Source: http://www.mediabistro.com/avantguild/images/social_networking_wheel.jpg
  24. 24. Graphic source Edelman Digital / David Armano
  25. 25. Adaptation from Graphic source Edelman Digital / David Armano
  26. 26. http://unknowndomain.co.uk/fmp/files/2009/02/volume01jpg.jpeg
  27. 27. Marty Neumeier
  28. 28. SO TO LISTEN TO CONVERSATIONS IS KEY
  29. 29. BRAND - BUSINESS Graphic source Edelman Digital / David Armano
  30. 30. Julius Wiedemann
  31. 31. 64% 62% 52% 49% 45% 41% 44% 47% 40% 31% 35% 29% 32% 32%
  32. 32. MEASURE ROI HERE $$$$$ $$$$$ BRAND FINANCIAL INVESTMENT ACTION REACTION PR IMPACT NON-FINANCIAL IMPACT PEOPLE - INTERNAL COMMUNICATION – LEGAL - GUIDELINES PRODUCTS WHAT GOALS Short, medium, long term (NOT HERE) MEASURE CUSTOMERS REACTIONS MEASURE ROA RETURN ON ATTENTION INTERNAL <-> EMPLOYEES <-> EXTERNAL
  33. 33. CONSUMERS, PROSUMERS AND NICHE GROUPS ARE THE NEW STAKEHOLDERS OF COMMUNICATIONS YOUR EMPLOYEES AND USERS / CONSUMERS ARE HIGHLY ENGAGED AND KNOW THEY WILL BE HEARD
  34. 34. COMPANIES HAVE TO EMBRACE, LISTEN, COMMUNICATE & ENGAGE NOT TO FEAR OR RUN AWAY Intranet is the matrix to a clear communication and vehicle of info. Web 2.0 and Social are tools, instruments not the focus, or the end!
  35. 35. Intranet is the matrix to a clear communication convergence. Web 2.0 and Social are tools & vehicles to use not the end!

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