Post on 05-Dec-2014
description
Human capital week
How to develop a social media strategy
July 26, 2012
Source: socialsemantic.eu
Has your organization worked with social media initiatives
within the last year?
Source: socialsemantic.eu
Central coordination and targeted planning
Sporadic initiatives and no clear planning
We are testing
A couple of employees are testing without a clear
deadline
Other
The Result
Time to get serious!
Social Media is a Perfect Storm
Core business
Communication Organization
Core business
User Creation
Digitization
Only professionals create products
Non-professionals create products
Physical economy
Digital Economy
South West:
Traditional economy
North West:
Mass- customization
North East:
The Eye of the Perfect Storm
South East:
Digital Professional services
An example:
The Travel Business
There once was a travel agency:
=
• Purchase of flight tickets, hotel bookings etc.
• Customization of trip
• Find the cheapest trip
• Trip advice
Purchase of flight tickets, hotel bookings etc.
Price comparison (Find the cheapest trip)
Customization of trip
Trip advice
Only professionals create products
Non-professionals create products
Physical economy
Digital Economy
The perfect storm as a conveyor belt of innovation
ideas
Only professionals create products
Non-professionals create products
Physical economy
Digital Economy
Traditional business area
• Is the business becoming digital?
• Are there relevant devices? • Are people comfortable with
going digital? • Is the market free or
monopolized?
• Is there a potential for user creation?
• Is there sufficient motivation to sustain long term user creation?
• Is there a potential for user creation?
• Can you create the production and supply chain flexibility which is required for mass customization?
It is all about
Timing!
Exercise
Spend 5 minutes discussing where your business canvas is situated in the perfect storm. Consider the timing aspect!
Communication
The old world
Organi-zation
Message
Media TV
Radio Papers
Communi-cation
Recipient Consumer
Only professionals create products
Non-professionals create products
Physical economy
Digital Economy
CANON Website
Wikipedia
User reviews
Blogs
Price comparison
Mobile apps
CANON
Your Website
Wikipedia
User reviews
Blogs
Price comparison
Mobile apps
Your business
The conversation takes place without the companies
But companies
can become part of this
conversation
3 basic rules
Choose the right platform
Speak the language
Be interesting
Are you interesting?
Maybe you can be interesting
to some
Maybe you can be interesting some of the time
Do platforms exist and can we use them?
Can you speak the language? Are your services interesting or can you make them interesting (to some or some of the time)?
Communication strategy
• Co-creation of products
• Involvement in products
• Creation of new involving product
• Creation of involving campaign
• Digital mass-communication
High involvement
Low involvement
Co-creation of products
Involvement in products
5 Types of Involvement
1. Involvement around rating, comments and improvement of products.
2. Involvement around service
3. Involvement around usage of products
4. Involvement around product conversations
5. Involvement around the creation of the products
Creation of new involving product
Creation of involving campaign
On Twitter, @Alyssa_Milano wrote "Are you flirting with me, @oldspice guy?"
Digital mass-communication
Lunch break
Developing a social media strategy
Analysis
Communication
Strategy
Core business
Concepts
Analysis Strategy Concepts
Core Business
Core Business -> Analysis
Core Business -> Strategy
• Question: In which of the four qaudrants is you business located?
• Who are the players in this quardrant? • Traditional players: What are their weaknesses? • New Players: What can we learn from them? What are their
weaknesses? Which areas are they not covering? • Develop your unique business strategy for the perfect storm:
How to create a flexible production and suply chain?
How to build a viable business in a digital economy where marginal costs are almost zero?
How to involve users and reach the critical tipping point where you become the go-to place?
Core Business -> Concepts
Concepts – check list:
1. Digitize the company’s products/services
2. Digitize parts of the company’s products
3. Create new digital products
4. Create digital products that support or improve the use of the company’s physical products.
5. Create linkages between the physical and digital products (QR codes, URLs, etc.).
6. Make it easy for users to copy (steal) the company’s products.
7. Make your products/services/content free and make your money elsewhere
8. Make parts of your product free, or create new digital free products.
9. Become an aggregator. Forget the pride of creating your own products/services/content. Become the portal of your area
10.Become a specialist. It's easier to create a business around a very specialized product
11.Give users the ability to customize your products/services/content
12.Give users the opportunity to comment on your products/services/content
13.Give users the ability to evaluate your products/services/content
14.Give users the ability to recommend your products/services/content
15.Give users the opportunity to share with their network when they use your products/services/content
16.Give users the ability to improve your products/services/content
17.Give users the ability to create your products/services/content
18.Create a community around your products/services/content
19.Create ambassadors and use them to improve your products/services/content
20.Blur the boundary between customers and employees. Create close links to customers who “work” for the company, but who are not paid
21.Deportalize the company’s strategy. Does your company have interesting content? Make sure that this content not only lives on the website, but also at the networks where your customers/followers actually spend their online lives. (Facebook, Twitter, etc.)
Communication
Communication -> Analysis
Deportalization: • Do people talk about the
product/company or your subject area in the social media?
• Are your competitors already present in this universe?
• Understand how to become interesting! • Understand the relevant platforms! • Learn to speak the right language!
Communication -> Strategy
How much do you expect to be able to involve your customers/followers? Based on this decide on the most relevant communication strategy Often companies will use several of these strategies at the same time.
Communication -> Concepts Concepts – check list:
1. Use your existing customers/followers to spread your message 2. Deportalize your communication. Make sure that you are present in the social media. But remember: Be interesting,
choose the right platforms and speak the right language! 3. Create digital high involvement products and services that support the conversation about the company’s existing
products and services 4. Give the company’s product (or parts of it) away for free. There is no better marketing than free! 5. Create a community around your product and services 6. Give people access to review the company's products. People love to be "reviewers". 7. Give people access to improve your products and services. 8. Give people access to talk about your products and services when they use them. Create linkages between physical
products/events and the digital world (QR codes, photo / video from mobile devices, etc.). 9. Be transparent in so many parts of the company as possible. Your customers would rather engage with employees in
a transparent company than with an anonymous marketing department. 10.Tell the world about how you work. Give people the opportunity to comment and make suggestions for improvements
to the process. 11.Reward customers who involve themselves in the company or your products/services. Not necessarily with money. 12.Share valuable knowledge! Find information, functionality or services that your company has so far kept secret and
share it with the world. 13.Aggregate valuable knowledge! Become an information hub for the companys products and services. 14.Participate in the current conversation in the social media. Make sure it's real people with real voices participating –
not marketing people. 15.Create ambassadors, and use them to publicize the company and its services. 16.Create campaigns that people want to get involved in, but remember that the campaign also should support your core
business 17.Make it easy for people to talk about your products and services. Send them emails or ask them in other ways to talk
about you in the social media. 18.Mobilize the company's hard-core fans, and get them to be active in the social media. 19.Involve people when they are most happy about your products or services. 20.Start many small initiatives at the same time. Start 10 blogs instead of one. Use 20 Twitter hash tags instead of
one. And evaluate what works! 21.Find problems, shortcomings or challenges in the company, which customers/followers can help improve. 22.Create a social media task force that is constantly ready to participate in conversations about the company and its
services when they arise (or start the conversation when the right opportunity presents itself).
Analysis
Communication
Strategy
Core business
Concepts
Analysis Strategy Concepts
Now it is your turn! Develop a strategy presentation for your business canvas which covers these six areas. The presentation should adress all six areas. More inspiration and PPT templates on: www.denperfektestorm.dk/strategimodellen (in Danish)
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