The document discusses the rise of social media and its potential business applications. It notes that 6 out of 10 Norwegian businesses decided to use social media in their strategies in 2009. However, traditional marketing does not work for social media. Instead, businesses should listen to customers, engage with them, encourage actions and sharing of content. Potential applications include monitoring conversations, customer service, creating debates and loyalty. Key advice includes that the social media landscape changes rapidly so businesses cannot rely on current platforms, and that the rules of engagement have changed so messaging can no longer be fully controlled.

1. Ingjerd Straand Jevnaker
twitter.com/ingjerd
isj@norskdesign.no
SOCIAL MEDIA:
Business or ?
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2. NORSK DESIGNRÅD
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3. Why the F**k should I care?
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4. The top sites on the web Alexa.com 28/01/2010
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5. The top sites on the web Alexa.com 28/01/2010
1. Google 11. Yahoo (Japan)
2. Facebook
3. Youtube
12. Twitter
13. Google (India)
“The force is
4. Yahoo! 14. Google (China) strong with this
5. Windows Live 15. Myspace
6. Wikipedia 16. Sina.com (China)
one!”
7. Blogger.com 17. Google (Germany)
8. Baidu.com 18. Wordpress
9. MSN 19. Amazon.com
10. QQ.com 20. Microsoft.com
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6. Just play?
Or valuable business tool?
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7. “I should be working on
some freelance
assignments but instead
I’m watching Showgirls
on VH1”. Karen Wilson on Twitter
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8. NORSK DESIGNRÅD
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9. Survey of Norwegian Businesses in
September 2009
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10. Survey of Norwegian Businesses in
September 2009
6 out of 10 decided to use social
media as part of their business
strategy.
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11. Avinash Kaushik Google's analytics evangelist.
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12. Apple iPad
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13. Apple iPad
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14. Apple iPad
Google blog search 28/01:
7,192,998 for ipad
201,403 for itablet
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15. Apple iPad
Google blog search 28/01:
7,192,998 for ipad
201,403 for itablet
Hitwise 27/01:
“A portfolio of searches including
terms such as ‘apple tablet’, ‘apple
islate’, ‘itablet’, and ‘ipad’ accounted
for 1.9% of all laptop related searches
in the UK last week.”
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16. A HUGE market
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17. Traditional
marketing
does not work
for social
media. NORSK DESIGNRÅD
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18. NORSK DESIGNRÅD
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19. Attention
I nterest
Desire
Action
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20. NORSK DESIGNRÅD
NORWEGIAN DESIGN COUNCIL Jevnaker (2010)

21. L isten
Engage
Action
Pass it on
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22. 1.Listen
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23. It is all about
dialogue. You
have to be
able to listen!
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24. 2. Engage
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25. Februar 2007
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26. Februar 2007
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27. Alternate Reality Game (ARG)
Year Zero
Nine Inch Nails album
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http://www.42entertainment.com/yearzero/ NORWEGIAN DESIGN COUNCIL

28. Alternate Reality Game (ARG)
Year Zero
Nine Inch Nails album
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29. 3.5 million people
Alternate Reality Game (ARG)
Year Zero
Nine Inch Nails album
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http://www.42entertainment.com/yearzero/ NORWEGIAN DESIGN COUNCIL

30. “Loyalty beyond reason”
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31. “Loyalty beyond reason”
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32. “Loyalty beyond reason”
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33. 2. Action
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34. “Tell me what you buy
and I can tell you who
you are...”.
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35. NORSK DESIGNRÅD
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36. 4. Pass it
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37. NORSK DESIGNRÅD
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38. NORSK DESIGNRÅD
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39. Application areas for
social media
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40. Application areas for
social media
1. Monitor
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41. Application areas for
social media
1. Monitor
2. Customer service
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42. Application areas for
social media
1. Monitor
2. Customer service
3. Create debate
NORSK DESIGNRÅD
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43. Application areas for
social media
1. Monitor
2. Customer service
3. Create debate
4. Create loyalty
NORSK DESIGNRÅD
NORWEGIAN DESIGN COUNCIL Jevnaker (2010)

44. Application areas for
social media
1. Monitor
2. Customer service
3. Create debate
4. Create loyalty
5. Get feedback
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45. Application areas for
social media
L isten
}
1. Monitor Sales (!)
Engage 2. Customer service Measuring
3. Create debate Analysis Action
4. Create loyalty Marketing
Spread the word
Pass it on 5. Get feedback
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46. The “Rules”
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47. The “Rules”
1. Drive action
2. Be authentic
3. Create ownership
4. Be relevant
5. Create a strong, open brand
6. Measure everything
7. Always listen
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48. Advice
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49. Advice
1. It is not just about Facebook or Twitter. The market
changes rapidly.
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50. Advice
1. It is not just about Facebook or Twitter. The market
changes rapidly.
2. Social media changes the way we live, work and
interact.
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51. Advice
1. It is not just about Facebook or Twitter. The market
changes rapidly.
2. Social media changes the way we live, work and
interact.
3. The rules of the game has changed. You can’t control
messaging in the same way that you used to.
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52. Advice
1. It is not just about Facebook or Twitter. The market
changes rapidly.
2. Social media changes the way we live, work and
interact.
3. The rules of the game has changed. You can’t control
messaging in the same way that you used to.
4. No truths are given. We can’t even predict what will
happen 5 years ahead. Do not trust incumbent business
leaders for predictions of the future....
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53. “I think there is a
market for maybe 5
computers”.
Thomas Watson, Chairman of IBM 1934
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54. “There is no reason
anyone would want a
personal computer”.
Ken Olson, DEC 1977
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