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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
INTERNAL BRAND VS EXTERNAL BRAND




 MESSAGE / GUIDELINES / PRODUCTS
Graphics: http://hello.eboy.com/eboy/2008/02/25/poster-for-adobe-air-launch/
http://willscullypower.files.wordpress.com/2009/01/social-media-landscape.jpg
Attributes of the environment   Attributes of the organization
                                                                 to achieving the objective
                                                                 to achieving the objective
• 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.
• 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.
• 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.
• 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
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.
Graphics: http://media.smashingmagazine.com/cdn_smash/images/pixel-art/pixel-art-5.jpg
Raturi Misra




Guy De Swardt
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
David Armano, Top Ten Signs You might be a “Weblebrity”
Image graphic source: David Armano, Maslow’s hierarchy of needs
Deb Schultz
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
Source: http://www.mariosalexandrou.com/images/intranet_or_corporate_portal.gif
Image source: http://xjtian94.files.wordpress.com/2009/04/hyperlink-pixel-art-needlepoint-canvas-yarn-2.jpg
Graphic source Edelman Digital / David Armano
CONNECTIVITY              INTERFACES




STANDARDS
                           INTERNAL                RELATIONSHIPS

                           INTRANET


              CONTENT                 SERVICES
http://farm1.static.flickr.com/8
3/210080133_0b650f3641.jpg         Graphic source Edelman Digital / David Armano
Source: http://www.mediabistro.com/avantguild/images/social_networking_wheel.jpg
Graphic source Edelman Digital / David Armano
Adaptation from Graphic source
Edelman Digital / David Armano
http://unknowndomain.co.uk/fmp/files/2009/02/volume01jpg.jpeg
Marty Neumeier
SO TO LISTEN TO CONVERSATIONS IS KEY
BRAND - BUSINESS
                   Graphic source Edelman Digital / David Armano
Julius Wiedemann
64%
                  62%

            52%
         49%

       45%
      41%

        44%
        47%

 40%
31%

35%
29%

  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
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
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!
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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Web 2.0 and Social Media From Internal to External

  • 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.
  • 3. INTERNAL BRAND VS EXTERNAL BRAND MESSAGE / GUIDELINES / PRODUCTS
  • 4.
  • 5.
  • 7.
  • 9.
  • 10. Attributes of the environment Attributes of the organization to achieving the objective to achieving the objective
  • 11. • 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.
  • 12. • 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.
  • 13. • 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.
  • 14. • 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
  • 15. 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.
  • 18. 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
  • 19. David Armano, Top Ten Signs You might be a “Weblebrity”
  • 20. Image graphic source: David Armano, Maslow’s hierarchy of needs
  • 22. 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
  • 23.
  • 24.
  • 27. Graphic source Edelman Digital / David Armano
  • 28. CONNECTIVITY INTERFACES STANDARDS INTERNAL RELATIONSHIPS INTRANET CONTENT SERVICES
  • 29.
  • 30.
  • 31. http://farm1.static.flickr.com/8 3/210080133_0b650f3641.jpg Graphic source Edelman Digital / David Armano
  • 33.
  • 34.
  • 35.
  • 36.
  • 37. Graphic source Edelman Digital / David Armano
  • 38. Adaptation from Graphic source Edelman Digital / David Armano
  • 41. SO TO LISTEN TO CONVERSATIONS IS KEY
  • 42. BRAND - BUSINESS Graphic source Edelman Digital / David Armano
  • 44. 64% 62% 52% 49% 45% 41% 44% 47% 40% 31% 35% 29% 32% 32%
  • 45.
  • 46.
  • 47.
  • 48.
  • 49. 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
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55. 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
  • 56. 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!
  • 57. Intranet is the matrix to a clear communication convergence. Web 2.0 and Social are tools & vehicles to use not the end!