Weitere ähnliche Inhalte Ähnlich wie How Social Is your Media - about tactics and strategy for Switzerland Convention + Incentive Bureau (20) Mehr von Ruud Janssen, DES, CMM (20) Kürzlich hochgeladen (20) How Social Is your Media - about tactics and strategy for Switzerland Convention + Incentive Bureau1. how social
is your media?
Ruud Janssen
@ruudwjanssen
www.tnoc.ch
©TNOC | 2011 | www.tnoc.ch graphic source: Rego.ch
2. what is your objective?
“If you aim at nothing,
you’ll hit it every time”
zig ziglar
©TNOC | 2011 | www.tnoc.ch
4. Ruud Janssen, CMM
©TNOC | The New Objective Collective
www.tnoc.ch
Crafting Live, Hybrid & Digital Footprints™ for Organisations and Events
Bespoke social media strategist & online collaboration enabler
TEDxBasel Founder & Curator
MPI international board of directors
Board member Meeting Support Institute
Board member Project Meeting Architecture
Judge of EIBTM Worldwide Technology Watch Awards
Accredited MPI global trainer & facilitator
Captivate | Cultivate | Elevate
©TNOC | 2011 | www.tnoc.ch
5. 1 content
2
continuity context
4
3
connectivity
graphic source: David Armano adapted by Ruud Janssen
©TNOC | 2011 | www.tnoc.ch
7. one message
One message before Social Media…
before social media
©TNOC | 2011 | www.tnoc.ch
10. one message
One message before Social Media…
after social media
©TNOC | 2011 | www.tnoc.ch
13. do you have the essentials for 2012?
©TNOC | 2011 | www.tnoc.ch
15. what is your objective?
“If you aim at nothing,
you’ll hit it every time”
zig ziglar
©TNOC | 2011 | www.tnoc.ch
19. how do they want
to be listened to?
©TNOC | 2011 | www.tnoc.ch
23. what touchpoints can you offer?
4
2 3
1
how do you connect the personal touchpoints
©TNOC | 2011 | www.tnoc.ch
24. what touchpoints do they experience?
4
2 3
1
what behaviour change do you want to see?
©TNOC | 2011 | www.tnoc.ch
25. ask yourself before you begin:
what is your strategy?
“ tactics without strategy is the
noise before defeat ”
sun tzu
©TNOC | 2011 | www.tnoc.ch
26. conversation
leveraging
gobal market
community
organisation
personal
elements of social media
strategy
©TNOC | 2011 | www.tnoc.ch
27. personal communications objectives
Market, World
personal
‣ build a personal brand
Community ‣ generate leads
‣ build network value
Organization
‣ keep informed
‣ establish expertise
Personal
©TNOC | 2011 | www.tnoc.ch
28. internal communications objectives
‣ document knowledge
Market, World internal
communicationsideas
‣ generate
Community ‣ improve retention
‣ reduce costs
‣ identify leaders
Organization
‣ communicate quickly
Personal
‣ strengthen culture
©TNOC | 2011 | www.tnoc.ch
29. customer communications objectives
Market, World customer
‣ generate ideas
communications
‣ build brand reputation
Community
‣ gain referrals
Organization
‣ energize enthusiasts
‣ cheap, fast research
Personal
‣ reduce support cost
©TNOC | 2011 | www.tnoc.ch
30. market communications objectives
Market, World market
communications
‣ increase visibility
Community ‣ market intelligence
‣ competitor intelligence
‣ brand intelligence
Organization
‣ crisis mitigation
Personal
©TNOC | 2011 | www.tnoc.ch
31. implementation:
grow from your comfort zone slowly
Market, World
Community
Organization
Personal
I can get my we can keep we could always OMG what if they
feet wet it private pull the plug say something bad?
...but start listening at all levels now
©TNOC | 2011 | www.tnoc.ch
32. implementation:
strength at one level can be leveraged to
the next level
Market, World
Community
Organization
Personal
teams create and brand evangelists
leaders ignite
contextualize multiply and echo
team
messages to the message
participation
outside world everywhere
...but start listening at all levels now
©TNOC | 2011 | www.tnoc.ch
35. implementation:
each tool has it own strengths and
weaknesses
fast followers, faster news
shallow friends, noisy
deep connections, viral
private, slow building
great control, unlimited content
slow building, commitment
©TNOC | 2011 | www.tnoc.ch
36. Personal
Friend request your
address book contacts
Friend request Facebook/
Research contact’s Nice to hear from you!
LinkedIn
personal profile Let’s do lunch!
recommendations
Answer LinkedIn
Follow up with requestor,
Questions in your area of
request friend connection
expertise
intelligence:
social networks for lead generation
©TNOC | 2011 | www.tnoc.ch
37. www.myswitzerland.com
Social Media Policy
Switzerland Convention & Incentive Bureau Version: Sunday, 8 May 2011
version 1.0 ©TNOC | 2011 | www.tnoc.ch
Organization
Social Media Policy Proposal SCIB
Prepared for:
Barbra Albrecht, General Manager Switzerland Convention & Incentive Bureau (SCIB)
Prepared by:
Ruud Janssen, CMM, Managing Director TNOC
Version date: 8 May 2011
intelligence:
internal wikis and networks
©TNOC | 2011 | www.tnoc.ch
38. Community
Appendix 6: Overview of Strategic and Official Partners.
Strategic Partners
Official Partners
intelligence:
community idea forums
Switzerland Tourism Medium-term Planning 2012–2014 | 50
©TNOC | 2011 | www.tnoc.ch
39. Market, World
intelligence:
community idea forums
©TNOC | 2011 | www.tnoc.ch
40. Market, World
intelligence:
analytics dashboards
©TNOC | 2011 | www.tnoc.ch
41. Market, World
intelligence:
conversation mining
©TNOC | 2011 | www.tnoc.ch
42. Market, World
intelligence:
conversation mining
©TNOC | 2011 | www.tnoc.ch
43. conversation
leveraging
gobal market
community
listening messaging
[intelligence] [advertising]
organisation
personal
elements of social media
strategy
©TNOC | 2011 | www.tnoc.ch
45. from the
perspective
of the users
©TNOC | 2011 | www.tnoc.ch
48. ask yourself before you begin:
what is your objective?
“If you aim at nothing,
you’ll hit it every time”
zig ziglar
©TNOC | 2011 | www.tnoc.ch
52. or do you prefer
to be last in line?
©TNOC | 2011 | www.tnoc.ch
54. workshops to explore touchpoints clients experience?
suggested actions:
plan workshops involving the supply chain
in pilot destinations
©TNOC | 2011 | www.tnoc.ch
57. how social
is your media?
Ruud Janssen
@ruudwjanssen
www.tnoc.ch
©TNOC | 2011 | www.tnoc.ch
58. Ruud Janssen, CMM
©TNOC | The New Objective Collective
www.tnoc.ch
ruud.janssen@tnoc.ch
Crafting Live, Hybrid & Digital Footprints™ for Organisations and Events
Bespoke social media strategies & online collaboration solutions
Accredited MPI global trainer & facilitator
TEDxBasel Founder & Curator
MPI international board of directors
Board member Meeting Support Institute
Board member Project Meeting Architecture
Judge of EIBTM Worldwide Technology Watch Awards
Captivate | Cultivate | Elevate
©TNOC | 2011 | www.tnoc.ch
59. inspiration and (re)sources:
‣www.tnoc.ch ‣www.tedxbasel.com
‣www.tnoc.posterous.com ‣www.myswitzerland.com
‣www.interactivemeetingtechnology.com ‣www.wordpress.com
‣www.scribd.com ‣www.ted.com
‣www.twitter.com ‣www.mpiweb.org
‣www.twubs.com/tnoc
‣www.twubs.com/myswitzerland Twitter # hashtags to search
‣www.flickr.com ‣#eventprofs
‣innovationinsight ‣#switzerlandcvb
‣www.hootsuite.com ‣#engage365
‣www.bluewiremedia.com.au ‣#eventprofs
‣www.rega.ch ‣#tnoc
©TNOC | 2011 | www.tnoc.ch