teliasonera
DESCRIPTION
TRANSCRIPT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Building customer relations with social media
TeliaSonera2008-11-28Annika Lidne
httpwwwyoutubecomwatchv=D3qltEtl7H8
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Values guide our decisions and our future
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Not born in this world
Fascinated with the new
Might learn the language
Might learn the culture
Remembers ldquothe old countryrdquo
Nomadic
Explorers
Thirsts for experiences
Digital immigrants
Kaumllla Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
rdquoMum Which were your
favourite sites when you were
a kidrdquo
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
This is everyday stuff
Technology doesnrsquot fascinate
Focused on usefulness
Itrsquos always been this way
Language amp culture are natural
Natives
Critical
Expects the best
Digital natives
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
VS digital natives
No choice is necessary Everything is self-evident
digital immigrants
non-assimilated assimilated
The choice to assimilate in a digital world is guided by the incitament whatrsquos the use
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Analogue values
VALUESDigital values
control
collective
lowest common determinator
transparency
individual
tribe based on opinions and
values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Negative towards digital progress
Seeks lowest common determinator in the local
Digital - a necessary evil
Digital immigrants
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Postive towards digital progress
Itrsquos ldquonewrdquo
Seeks likeminded regardless of location = tribes
Are facinated with new technology and loves to
try new things
Digital immigrants
Digital values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Uninterested in digital life - have other interests
Use social media some times but just as likely
ldquoanaloguerdquo
Will use digital media when itrsquos useful
Digital natives
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Digital natives
Digital values
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
httpwwwyoutubecomwatchv=D3qltEtl7H8
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Values guide our decisions and our future
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Not born in this world
Fascinated with the new
Might learn the language
Might learn the culture
Remembers ldquothe old countryrdquo
Nomadic
Explorers
Thirsts for experiences
Digital immigrants
Kaumllla Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
rdquoMum Which were your
favourite sites when you were
a kidrdquo
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
This is everyday stuff
Technology doesnrsquot fascinate
Focused on usefulness
Itrsquos always been this way
Language amp culture are natural
Natives
Critical
Expects the best
Digital natives
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
VS digital natives
No choice is necessary Everything is self-evident
digital immigrants
non-assimilated assimilated
The choice to assimilate in a digital world is guided by the incitament whatrsquos the use
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Analogue values
VALUESDigital values
control
collective
lowest common determinator
transparency
individual
tribe based on opinions and
values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Negative towards digital progress
Seeks lowest common determinator in the local
Digital - a necessary evil
Digital immigrants
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Postive towards digital progress
Itrsquos ldquonewrdquo
Seeks likeminded regardless of location = tribes
Are facinated with new technology and loves to
try new things
Digital immigrants
Digital values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Uninterested in digital life - have other interests
Use social media some times but just as likely
ldquoanaloguerdquo
Will use digital media when itrsquos useful
Digital natives
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Digital natives
Digital values
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Values guide our decisions and our future
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Not born in this world
Fascinated with the new
Might learn the language
Might learn the culture
Remembers ldquothe old countryrdquo
Nomadic
Explorers
Thirsts for experiences
Digital immigrants
Kaumllla Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
rdquoMum Which were your
favourite sites when you were
a kidrdquo
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
This is everyday stuff
Technology doesnrsquot fascinate
Focused on usefulness
Itrsquos always been this way
Language amp culture are natural
Natives
Critical
Expects the best
Digital natives
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
VS digital natives
No choice is necessary Everything is self-evident
digital immigrants
non-assimilated assimilated
The choice to assimilate in a digital world is guided by the incitament whatrsquos the use
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Analogue values
VALUESDigital values
control
collective
lowest common determinator
transparency
individual
tribe based on opinions and
values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Negative towards digital progress
Seeks lowest common determinator in the local
Digital - a necessary evil
Digital immigrants
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Postive towards digital progress
Itrsquos ldquonewrdquo
Seeks likeminded regardless of location = tribes
Are facinated with new technology and loves to
try new things
Digital immigrants
Digital values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Uninterested in digital life - have other interests
Use social media some times but just as likely
ldquoanaloguerdquo
Will use digital media when itrsquos useful
Digital natives
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Digital natives
Digital values
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Not born in this world
Fascinated with the new
Might learn the language
Might learn the culture
Remembers ldquothe old countryrdquo
Nomadic
Explorers
Thirsts for experiences
Digital immigrants
Kaumllla Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
rdquoMum Which were your
favourite sites when you were
a kidrdquo
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
This is everyday stuff
Technology doesnrsquot fascinate
Focused on usefulness
Itrsquos always been this way
Language amp culture are natural
Natives
Critical
Expects the best
Digital natives
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
VS digital natives
No choice is necessary Everything is self-evident
digital immigrants
non-assimilated assimilated
The choice to assimilate in a digital world is guided by the incitament whatrsquos the use
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Analogue values
VALUESDigital values
control
collective
lowest common determinator
transparency
individual
tribe based on opinions and
values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Negative towards digital progress
Seeks lowest common determinator in the local
Digital - a necessary evil
Digital immigrants
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Postive towards digital progress
Itrsquos ldquonewrdquo
Seeks likeminded regardless of location = tribes
Are facinated with new technology and loves to
try new things
Digital immigrants
Digital values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Uninterested in digital life - have other interests
Use social media some times but just as likely
ldquoanaloguerdquo
Will use digital media when itrsquos useful
Digital natives
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Digital natives
Digital values
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
rdquoMum Which were your
favourite sites when you were
a kidrdquo
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
This is everyday stuff
Technology doesnrsquot fascinate
Focused on usefulness
Itrsquos always been this way
Language amp culture are natural
Natives
Critical
Expects the best
Digital natives
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
VS digital natives
No choice is necessary Everything is self-evident
digital immigrants
non-assimilated assimilated
The choice to assimilate in a digital world is guided by the incitament whatrsquos the use
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Analogue values
VALUESDigital values
control
collective
lowest common determinator
transparency
individual
tribe based on opinions and
values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Negative towards digital progress
Seeks lowest common determinator in the local
Digital - a necessary evil
Digital immigrants
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Postive towards digital progress
Itrsquos ldquonewrdquo
Seeks likeminded regardless of location = tribes
Are facinated with new technology and loves to
try new things
Digital immigrants
Digital values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Uninterested in digital life - have other interests
Use social media some times but just as likely
ldquoanaloguerdquo
Will use digital media when itrsquos useful
Digital natives
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Digital natives
Digital values
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
This is everyday stuff
Technology doesnrsquot fascinate
Focused on usefulness
Itrsquos always been this way
Language amp culture are natural
Natives
Critical
Expects the best
Digital natives
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
VS digital natives
No choice is necessary Everything is self-evident
digital immigrants
non-assimilated assimilated
The choice to assimilate in a digital world is guided by the incitament whatrsquos the use
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Analogue values
VALUESDigital values
control
collective
lowest common determinator
transparency
individual
tribe based on opinions and
values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Negative towards digital progress
Seeks lowest common determinator in the local
Digital - a necessary evil
Digital immigrants
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Postive towards digital progress
Itrsquos ldquonewrdquo
Seeks likeminded regardless of location = tribes
Are facinated with new technology and loves to
try new things
Digital immigrants
Digital values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Uninterested in digital life - have other interests
Use social media some times but just as likely
ldquoanaloguerdquo
Will use digital media when itrsquos useful
Digital natives
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Digital natives
Digital values
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
VS digital natives
No choice is necessary Everything is self-evident
digital immigrants
non-assimilated assimilated
The choice to assimilate in a digital world is guided by the incitament whatrsquos the use
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Analogue values
VALUESDigital values
control
collective
lowest common determinator
transparency
individual
tribe based on opinions and
values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Negative towards digital progress
Seeks lowest common determinator in the local
Digital - a necessary evil
Digital immigrants
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Postive towards digital progress
Itrsquos ldquonewrdquo
Seeks likeminded regardless of location = tribes
Are facinated with new technology and loves to
try new things
Digital immigrants
Digital values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Uninterested in digital life - have other interests
Use social media some times but just as likely
ldquoanaloguerdquo
Will use digital media when itrsquos useful
Digital natives
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Digital natives
Digital values
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Analogue values
VALUESDigital values
control
collective
lowest common determinator
transparency
individual
tribe based on opinions and
values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Negative towards digital progress
Seeks lowest common determinator in the local
Digital - a necessary evil
Digital immigrants
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Postive towards digital progress
Itrsquos ldquonewrdquo
Seeks likeminded regardless of location = tribes
Are facinated with new technology and loves to
try new things
Digital immigrants
Digital values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Uninterested in digital life - have other interests
Use social media some times but just as likely
ldquoanaloguerdquo
Will use digital media when itrsquos useful
Digital natives
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Digital natives
Digital values
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Negative towards digital progress
Seeks lowest common determinator in the local
Digital - a necessary evil
Digital immigrants
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Postive towards digital progress
Itrsquos ldquonewrdquo
Seeks likeminded regardless of location = tribes
Are facinated with new technology and loves to
try new things
Digital immigrants
Digital values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Uninterested in digital life - have other interests
Use social media some times but just as likely
ldquoanaloguerdquo
Will use digital media when itrsquos useful
Digital natives
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Digital natives
Digital values
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Postive towards digital progress
Itrsquos ldquonewrdquo
Seeks likeminded regardless of location = tribes
Are facinated with new technology and loves to
try new things
Digital immigrants
Digital values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Uninterested in digital life - have other interests
Use social media some times but just as likely
ldquoanaloguerdquo
Will use digital media when itrsquos useful
Digital natives
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Digital natives
Digital values
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Postive towards digital progress
Itrsquos ldquonewrdquo
Seeks likeminded regardless of location = tribes
Are facinated with new technology and loves to
try new things
Digital immigrants
Digital values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Uninterested in digital life - have other interests
Use social media some times but just as likely
ldquoanaloguerdquo
Will use digital media when itrsquos useful
Digital natives
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Digital natives
Digital values
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Uninterested in digital life - have other interests
Use social media some times but just as likely
ldquoanaloguerdquo
Will use digital media when itrsquos useful
Digital natives
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Digital natives
Digital values
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Uninterested in digital life - have other interests
Use social media some times but just as likely
ldquoanaloguerdquo
Will use digital media when itrsquos useful
Digital natives
Analogue values
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Digital natives
Digital values
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Digital natives
Digital values
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Digital natives
Digital values
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Source Niclas Strandh Researcherse
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
Positive towards a digital life
Experienced amp moderately curious of new channels
Life is relations - independent of channel
Uninterested in digital life - have
other interests
Use social media some times
but just as likely ldquoanaloguerdquo
Will use digital media when itrsquos
useful
Postive towards digital
progress
Itrsquos ldquonewrdquo
Seeks likeminded people
regardless of location = tribes
Are fascinated with new
technology
Negative towards digital
progress
Seeks lowest common
determinator in the local
Digital - a necessary evil
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Control
Manipulation
Ownership
Transparency
Openness
Generosity
analogue values
digital values
digital immigrants
digital natives
Source Niclas Strandh Researcherse
What about businesses
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
httpwwwyoutubecomwatchv=kvrkLMUiYqM
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Best selling ldquosecurerdquo lock in Sweden
On YouTube since January 2008
141619 views on YouTube
Company aware but silent while working on fix
Current news show breaks news in late October
Scandal a fact
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
What is social media
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoAll forms of communication where
the users publish the contentrdquo
Wikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ldquoSocial media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information but also
in how we share and create content for others to
participate in
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audiencerdquoWikipedia
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Con
sum
er c
ontr
ol amp
eng
agem
ent
MASS MEDIA
TRAD MEDIA
one-to-many
SEGMENTEDMEDIA
NICHE MEDIA
on-to-a few
PERSONALMEDIA
MY MEDIA
one-to-one
SOCIALMEDIA
WE ARE MEDIA
many-to-many
FREEZING
HOT
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
A few types of social media
Blogs
Lifestreams microblogs
Wikis
Sharing sites
Podcasts videoblogs
Social networks
Forums
Virtual worlds
Mash-ups
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
httpwwwyoutubecomwatchv=6a_KF7TYKVc
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
The social media messaging revolution
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search Engine Optimization
in 5 minutes
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
1
lth1gtHeadlinelth1gt
ltpgtParagraphltpgt
ltulgt ltligtListltligtltulgt
Search engines must
understand your content
= correct html code
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
NO Flash sites
NO frames
NO javascript in navigation
2
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Search engines likes sites built with
web standards
3
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
4 Search engines loves sites with fresh often updated content
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
5 Content must be
focused niched amp based on a
keyword strategy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
6 Search engines rates incoming authoritative links
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
7 but outbound
links are also
important
a good article
our partner who
We work with Boverket DN Ericsson Electrolux as a courtesy
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
8Create useful relevant content
that people want to consume ndash
and let them know itrsquos there
Create relationships with the
audience and build trust
Conclusion
marketing lingo is seldom helpful
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
moment of truth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards
Often updated content
Niched focused content
Authoritative inbound links
Outbound links
no
no
rarely
rarely
sometimes
yes
yes
usually
often
oh yes
Builds relations with audience rarely definitely
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
to use social media to effectively support
existing business functions
strategies
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
LISTEN
You can now continously monitor your customers conversations with each other instead of sporadic surveys and focus groups
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
PARTICIPATE
You can now participate and stimulate the dialogues your customers have with one another not only create an outbound monologue
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
ENGAGE
You can now make it easy for enthusiastic customers to sell to friends through Word-of-Mouth
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
SUPPORT
You can now help customers help each other
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
DEVELOPMENT
You can now help your clients to work together to develop ideas that improves your products and services
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media is NOT mass media
one way communication
lowest common determinator
ldquoprofessionalrdquo and impersonal
finished when the campaign is done
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Social media DEMANDS engagement
continuous activity
dialogue
personality
building a following
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want control
no difficult questions
run things as yoursquove always done
advertise online
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
If you want to have a real conversation with the world around you
turn customers and employees into fans
earn their trust
future-proof your business
engage in social media
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
httpwwwyoutubecomwatchv=knQKdhGmL8s
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne
wwwdisruptivemediase
Den traditionella byraringvaumlrlden
Annika LidneCEO senior advisor
mobile 070 435 05 45e-mail annikadisruptivemediaseskype annikalidnetwitterjaiku annikawww wwwdisruptivemediaseslides wwwslidesharenetAnnikaLidne