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Shifts & Challenges that need to start inside each companyDinis Guarda, Global Head of SEO & Social Media Strategy Saxo Bank A/S | Design Support: Soledad Medina
WEB 2.0 & SOCIAL MEDIAfrom Internal to External
INTERNAL BRAND VS EXTERNAL BRAND
MESSAGE / GUIDELINES / PRODUCTS
Graphics: http://hello.eboy.com/eboy/2008/02/25/poster-for-adobe-air-launch/
http://willscullypower.files.wordpress.com/2009/01/social-media-landscape.jpg
to achieving the objective to achieving the objective
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• Needs time and attention
• It is difficult to measure and sometime executives might not think it is relevant
• Limitations of technology, ultimately requires human touch
• Huge volumes of data to process numerous sources and innumerous languages.
• Difficult to make a one stop technological solution.
• Its such a huge media space which is rather intimidating to a beginner.
• Ongoing disagreement between the data compilation over being comprehensive and insightful, which is rather difficult to achieve both successfully as yet.
• Legal, compliance issues
• Risk of miscommunication
• Poor management can create PR disasters and thus affect brands seriously
• There are no defined industry standards, will make it difficult to benchmark success and outcomes.
• Many new entrants/ board room level executives do not really understand the how to take advantage of user generated content.
• Can create a viral impact and generate huge opportunities for internal and external goals
• Analyzes what is being said about your company.
• Decoding the noise and chatter of user generated content
• Encourages direct consumer interactions.
• Allows real time view on consumer perceptions about their brands.
• Helps develop a marketing plan from consumer interactions & conversations.
• Potential to become a hygiene factor for every company with more technology improvements making monitoring more effective.New form of lead generation
• Create loyal audiences and customers that can interact
• New opportunities to know what customers are looking for and monetize that
• Companies have profited from social media and many more to yet to venture. This medium offers immense opportunities.
• Companies can now capitalise social media without any penny spent to advertise their brand.
• You can use its technological facilities to improve business and web performance
E-BUSINESS
STRATEGY
ORGANISATIONAL
READINESS
DELIVERY AND
APPLICATIONLEARNING
SOLUTION PLAN
BRAND & BUSINESS E-STRATEGY: determine and focus a strong and medium long term strategy and growth/directional options are paramount for success.
KNOW YOUR EMPLOYEES, PRODUCTS,
AUDIENCE AND COMPETITORS:
assessment of organisational readiness -IT infrastructure, learning, information assets, roles,
skills & competencies.
BRAND/DESIGN ARCHITECTURE: brand building / PR / communication built to meet strategy + organisational features: everything needs to work with clear information assets & particular people/business needs.
PLAN AND SET CLEAR GOALS + STEPS:
the right analysis, impact, change/risk management
plan is key for business, company culture, learning
environments, IT infrastructure: in other
words, a comprehensive plan for business' success
Graphics: http://media.smashingmagazine.com/cdn_smash/images/pixel-art/pixel-art-5.jpg
Raturi Misra
Guy De Swardt
MARKET CONTROL THROUGH SALES
LOCATION & KNOWLEDGE OF YOUR AUDIENCE
POWERFULL RELEVANT PRODUCTS
INTEGRITY + BRAND ROA
THERE ARE VARIOUS FORCES THAT DRIVE THE SUCCESS OF WEB SOCIAL MEDIA MARKETING
But ultimately each employee in an organisationis one of the main driving forces behind any success!
David Armano, Top Ten Signs You might be a “Weblebrity”
Image graphic source: David Armano, Maslow’s hierarchy of needs
Deb Schultz
http://flowingdata.com/wp-content/uploads/2008/03/twitter-network.png
http://www.digitaltrainingacademy.com/images/sm_facebook_friends_map.JPG
http://www.jarche.com/wp-content/uploads/2009/12/NetworkProgression_Quinnovation.gif
Source: http://www.mariosalexandrou.com/images/intranet_or_corporate_portal.gif
Image source: http://xjtian94.files.wordpress.com/2009/04/hyperlink-pixel-art-needlepoint-canvas-yarn-2.jpg
Graphic source Edelman Digital / David Armano
CONNECTIVITY
SERVICES
RELATIONSHIPS
INTERFACES
STANDARDS
CONTENT
INTERNALINTRANET
http://farm1.static.flickr.com/83/210080133_0b650f3641.jpg Graphic source Edelman Digital / David Armano
Source: http://www.mediabistro.com/avantguild/images/social_networking_wheel.jpg
Graphic source Edelman Digital / David Armano
Adaptation from Graphic source Edelman Digital / David Armano
http://unknowndomain.co.uk/fmp/files/2009/02/volume01jpg.jpeg
Marty Neumeier
SO TO LISTEN TO CONVERSATIONS IS KEY
BRAND - BUSINESS Graphic source Edelman Digital / David Armano
Julius Wiedemann
32%
32%
29%
35%
31%
40%
47%
44%
41%
45%
49%
52%
62%
64%
MEASURE ROI HERE
$$$$$
INVESTMENT ACTIONBRAND
REACTIONPR
NON-FINANCIAL IMPACT
$$$$$
FINANCIAL IMPACT
WHAT GOALSShort, medium,
long term
MEASURE ROA RETURN ON ATTENTION
(NOT HERE)
PRODUCTS
INTERNAL <-> EMPLOYEES <-> EXTERNAL
PEOPLE - INTERNAL COMMUNICATION –LEGAL - GUIDELINES
MEASURE CUSTOMERSREACTIONS
CONSUMERS, PROSUMERS AND NICHE GROUPS ARE THE NEW STAKEHOLDERS OF COMMUNICATIONS
YOUR EMPLOYEES AND USERS / CONSUMERS ARE HIGHLY ENGAGED AND KNOW THEY WILL BE HEARD
Intranet is the matrix to a clear communication and vehicle of info. Web 2.0 and Social are tools, instruments not the focus, or the end!
COMPANIES HAVE TO EMBRACE, LISTEN, COMMUNICATE & ENGAGE NOT TO FEAR OR RUN AWAY
Intranet is the matrix to a clear communication convergence. Web 2.0 and Social are tools & vehicles to use not the end!
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