Get social media into perspective. In our post-authoritarian societies with focus on individuals and values, communication via social media needs constant attention. Get good and bad examples on how to do it. And remember: You need a strategy and the right KPI's to guide you.

1. The World of Post
Authoritarian Comms
Nordea L&P May 6 2010
© Line-of-Sight 2010
www.lineofsight.dk/en

2. page 2
Anti-authoritarian Martin Luther
Picture credit: Commons .wikimedia.org

3. page 3
Anti-authoritarian revolts May 1968
Picture credit: -shalom via Flickr.

4. page 4
Fall of Berlin Wall November 1989
Picture credit: fiahless via Flickr.

5. page 5
Times are changing
Picture credit: fixe via Flickr.

6. page 6
Now it’s about trust and being honest
Source: 2010 Edelman Trust Barometer

7. page 7
Trust in banks in sharp decline
Source: 2010 Edelman Trust Barometer

8. page 8
Whom do you trust the most?
Don’t be
mislead
by this!
Source: 2010 Edelman Trust Barometer

9. page 9
Authorities have lost power
Here comes
everybody
Modern leaders
aim at leading
by example
and values
not by orders

10. page 10
Do you trust your employees?
Picture credit: HikingArtist via Flickr.

11. page 11
Why do you want me to do that?
Picture credit: bichuas via Flickr.

12. page 12
I turn to my friends and my network...
Picture credit: fixe via Flickr.

13. page 13
… and they’re right at my fingertips
Picture credit: fixe via Flickr.

14. page 14
72%
of the Internet population
are active
on at least one social network
Source: InSites Consulting. Survey 2010.

15. page 15
I only use Facebook very little
Picture credit: sfpolitik via Flickr.

16. page 16
“Politicians are trained in Facebook”

17. page 17
Social media are (just) new channels
Homepage Mgmt/group Social media
Picture credit: Nordea L&P Picture credit: matthamm via Flickr.
Employees Customers News media
Picture credit: elvire-r via Flickr. Picture credit: luc via Flickr.

18. page 18
From a corporate Facebook page:
What do you think?
From which
company’s
page?

19. page 19
From the same corporate FB page:
which
company’s
page?

20. page 20
Even Coca-Cola struggles with FB

21. page 21
Of course they’re good
5,438,081 people like them…
The brands we love, come with a
personality, authenticity and
unique point of view.

22. page 22
What’s your purpose and values?
©
Picture credit: Goddard_Photo:and_Video_Blog via Flickr.

23. page 23
Easy – that was old media…
They only care little about
• Vision
• Mission
• Values
• CSR
• Purpose.
What do you care about?
• The why questions.
Picture credit: fixe via Flickr. Why do individuals care?

24. page 24
We all care about the environment

25. page 25
What do you think. Does Nestlé care?

26. page 26
How not to handle a social crisis
Nestlé initiated this exchange by approx. saying: Don’t use an altered
version of the company’s logo as your profile pic, or your comments will be
deleted…
Source: http://bit.ly/crdxSm (necessary because
Nestlé very quickly removed these updates).

27. page 27
Help me tell stories about myself

28. page 28
I want to be as cool as you – 1 of 3

29. page 29
I want to be as cool as you – 2 of 3

30. page 30
I want to be as cool as you – 3 0f 3

31. page 31
And I trust that you act responsible

32. page 32
I really do…

33. page 33
50 percent of SM is just showing up
Picture credit: gcardinal via Flickr.

34. page 34
The rest is about participating actively
Picture credit: Ush via Flickr.

35. page 35
Social media needs constant attention
Picture credit: tjt195 via Flickr.

36. page 36
What drives us using social media?
Picture credit: lord-jim via Flickr.

37. page 37
You must deliver on your promise
Picture credit: lord-jim via Flickr. Picture credit: 68593573@N00 via Flickr.

38. page 38
Accessibility: People want to engage
Picture credit: s-t-r-a-n-g-e via Flickr.

39. page 39
Transparency: Openness is essential
Picture credit: joiseyshowaa via Flickr.

40. page 40
Authenticity: Be honest. No spin
Picture credit: bichuas via Flickr.

41. page 41
Is your story worth listening to?
Picture credit: gcardinal via Flickr.

42. page 42
Before you act you need a strategy
Picture credit: joiseyshowaa via Flickr.

43. page 43
Ford’s successful SM strategy
To humanize
the company
by connecting
consumers
with Ford
employees and
with each other
when possible,
providing value in
Picture credit: fordmotorcompany via Flickr. the process.

44. page 44
Get social media into perspective

45. page 45
How to measure success
Picture credit: joiseyshowaa via Flickr.

46. Download white paper on dialogue in comms: http://www.slideshare.net/schaumann
Contact
Line-of-Sight
Jens Juels Gade 51
DK-2100 Copenhagen
Denmark
+45 40 41 35 10
info@lineofsight.dk
www.lineofsight.dk/en
http://twitter.com/kimschaumann
About Line-of-Sight
Line-of-Sight is a communications agency. We develop communication strategies, plans and concepts. We work out
creative ideas and proposals. We help our clients with press and stakeholder relations, internal communication and
Internet and intranet communication. By this, we are helping companies and organisations to ensure value in the huge
resources spent every day on communications. We strengthen our competencies in these fields through our network of
ten highly specialised communications companies.
Our strength is broadly based consultancy services cutting across channels and disciplines. We string all elements
together and help prioritizing, timing and channelling what is to be communicated. The end-goal is to create a link – a
line-of-sight – between the objectives of a business or organisation and those of relevant internal or external
stakeholders. We deliver concrete communications solutions, which, for example, can be videos, texts, homepages or
design. We consult measure and teach.
© Line-of-Sight 2010. All rights reserved.