harnessing social media
Post on 01-Jul-2015
451 Views
Preview:
TRANSCRIPT
HarnessingSocial Media
Engaging customers without losing control
First it was about connecting computers
Then it was about connecting information
THEN it WAS about connecting people
Now its about connecting ideas & communities
It may or may not involve corporations
900,000,000 ‘citizens’
340,000,000 daily
Over 120%
CLOSED OPEN
SOCIAL, MOBILE, UBIQUITOUS, CHEAP
SO MUCH INTERACTION!
THIS MORNING: A survey found that over 50 per cent of young adults find it too time consuming to keep up with all their social media commitments and concede the time they spend on social networking sites (SNS) has had a negative impact on their jobs or studies.
Where are the ‘brands’?
B
B
TO ASSUME YOU’re in CONTROL IS
FALSE
& We still don’t really get it
IT’s 2012
LEADERSHIP CEO, Management – content, commentary, responses
Raboplus GM BlogING Direct Asia Blog
TYPES OF CORPORATE CONTENT AND CONVERSATIONS
Examples of content Examples in market
LEADERSHIP
STRATEGY & EXPERTISE
CEO, Management – content, commentary, responses
Thought leadership, understanding, opinion,
explanation
Raboplus GM BlogING Direct Asia Blog
McKinsey What Matters
TYPES OF CORPORATE CONTENT AND CONVERSATIONS
Examples of content Examples in market
LEADERSHIP
STRATEGY & EXPERTISE
MARKETING & BRAND
CEO, Management – content, commentary, responses
Thought leadership, understanding, opinion,
explanation
Promotions, offers, branded experiences
Raboplus GM BlogING Direct Asia Blog
McKinsey What Matters
Twitter Accounts, microsites, affiliate
TYPES OF CORPORATE CONTENT AND CONVERSATIONS
Examples of content Examples in market
LEADERSHIP
STRATEGY & EXPERTISE
MARKETING & BRAND
EXTERNAL COMMS & PR
CEO, Management – content, commentary, responses
Thought leadership, understanding, opinion,
explanation
Promotions, offers, branded experiences
Press releases, updates to information
Raboplus GM BlogING Direct Asia Blog
McKinsey What Matters
Twitter Accounts, microsites, affiliate
Twitter accounts, media and news destinations, facebook
TYPES OF CORPORATE CONTENT AND CONVERSATIONS
Examples of content Examples in market
LEADERSHIP
STRATEGY & EXPERTISE
MARKETING & BRAND
EXTERNAL COMMS & PR
CUSTOMER CONVERSATIONS
CEO, Management – content, commentary, responses
Thought leadership, understanding, opinion,
explanation
Promotions, offers, branded experiences
Press releases, updates to information
Problem resolution, customer assistance and FAQs
Raboplus GM BlogING Direct Asia Blog
McKinsey What Matters
Twitter Accounts, microsites, affiliate
Twitter accounts, media and news destinations, facebook
Twitter accounts, facebook pages,
TYPES OF CORPORATE CONTENT AND CONVERSATIONS
Examples of content Examples in market
LEADERSHIP
STRATEGY & EXPERTISE
MARKETING & BRAND
EXTERNAL COMMS & PR
CUSTOMER CONVERSATIONS
EMPLOYEE COMMS
CEO, Management – content, commentary, responses
Thought leadership, understanding, opinion,
explanation
Promotions, offers, branded experiences
Press releases, updates to information
Problem resolution, customer assistance and FAQs
Internal communications and collaboration
Raboplus GM BlogING Direct Asia Blog
McKinsey What Matters
Twitter Accounts, microsites, affiliate
Twitter accounts, media and news destinations, facebook
Twitter accounts, facebook pages,
Yammer, Twitter, Wikispaces
TYPES OF CORPORATE CONTENT AND CONVERSATIONS
Examples of content Examples in market
What’s the key?
Be human
What’s the key?
Be human
& Don’t be boring
IS STILL NOT EASY TO MEASURE
ROI
There are always reasons
Not to do it
PR!
PR!
LEGAL!
PR!
LEGAL!
OPS!
PR!
LEGAL!
OPS!
COMPLAINTS!
BUT NOT BEING THERE ISN’T right
THE more you do (just try)
The better off you’ll be
BANKS NEED TO BELIEVE!
ASIA IS SOCIAL
robfindlay@ocbc.com
Thank you
top related