Fredrik Johnsen - Presentation at SMI Social Media in the Defence & Military Conference, London, 20....
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Transcript of Fredrik Johnsen - Presentation at SMI Social Media in the Defence & Military Conference, London, 20....
Social Media in the Defence & Military
London
20. November 2013
Applying private successes in
social media to the military and
defence industry
• Currently advisor with the
Norwegian National
Security Authority
• 13 years experience as a
journalist and advisor
• Tech-enthusiast and
(former) social media
evangelist
• Early adopter
• Iowa State University
graduate
Fredrik Johnsen
Social Media in the Defence & Military
London
20. November 2013
Applying private successes in social
media to the military and defence industry
Three key takeaways
Think less about Facebook…
Ignore the technology
Love the People!
Consider what role you
play in people’s lives… Foto: Flickr.com/jamescridland med CC BY 2.0
Make a change
Dare to make a change (if
it’s for the better)
10
Foto: Flickr.com/Tony Fisher Photography med CC BY 2.0
And speaking of change…
«Internett is a flop – a
fashion item that will
be extinct in a few
years…»
From Dell Hell…
To Drinks with Dell
Social media is not about
technology, but about
communication
Social media is like teen sex. Everyone
wants to do it. No one actually knows
how. When finally done, there is surprise
it’s not better.
Avinash Kaushik
Analyst, Google
bunbuns by tinkernoonoo FLICKR CC
Challenge: How do you cut
through the noise?
To succeed in social media
1) Have something
to say
2) Have a target
audience to say it
to
3) Distribute the right
message to the
right audience at
the right time in
the right channel
Why?
Foto: Flickr.com/respres med CC BY 2.0
Purpose
What do we want to
achieve?
New audiences? New
members? New revenues?
Listen to them, talk with
them?
Make them talk amongst
themselves (about you)!
Foto: Flickr.com/alancleaver_2000 med CC BY 2.0
People
Who are we dealing with?
How do they use the
Internet?
What social media do they
prefer?
How do they prefer being
spoken to?
Foto: Flickr.com/humboldthead med CC BY 2.0
A use for everything…
Content Distribution Dialogue
The following functions need to be filled
What do you want to talk about? they
21.11.2013
27
(Try to) make an editorial
calendar in order to plan
content ahead.
What topics will we cover?
What is our stance?
What kind of multimedia
content will support our
message?
Who is responsible?
Make a plan
21.11.2013
Use good visuals
Find your tone of voice
– Does humor work?
– Don’t swear
Does the language reflect
the organization?
Check your spelling
Kilde: Oterhals, VG Nett
How do we know we have
succeeded?
How Idiots Track Success
Few organizations measure anything at all
Business goal: Increase financial results
Business KPI: Reduce number of phone calls to
customer service
Social media KPI: Share of customer inquiries
handled in social media
Connect social media goals to business goals
Quarterly
Monthly
Weekly
• Are we reaching our business goals? Are we in line with our corporate strategy?
• Evaluation of resources and channels; adjust the course
• Evaluation towards social media KPIs and department goals
• Identify trends and consider actions and policy updates
• Optimize content
Measure on several levels
21.11.2013
35
Foto: Flickr.com/markhillary med CC-BY-2.0
«In a few years, men
will be able to
communicate more
effectively through a
machine than face to
face.» — J.C.R. Licklieder, 1960
Thank you!
Fredrik Johnsen
@frjohnsen
www.linkedin.com/in/frjohnsen