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Paul Fennemore - Sitecore
Web 2.0 (Social Media Networks)
The science and strategies
Paul Fennemore pfe@sitecore.net
PaulFennemore
‘It's a fusion of sociology and technology,
transforming monologues (one to many) into
dialogues (many to many) and is the...
Web 2.o
More than just
another channel
5
Evolution Creating Revolution
Web 4.0 2020 -30 IntelligentAgents
Web 3.0 2010 -20 SemanticWebOS
Web 2.0 2000 - 10 Social...
6
Cool or
scary?
What is driving folk – the science!
The Science
Web 2.0: What are we doing?
Web 2.0 – It’s uses
Marketing (not just advertising)
Communications
Customer service management
Innovation
Research a...
12
Are brands getting it right?
The past was about one to many and shouting the loudest
14
15
Broadcasting
•Static demographics
•Presumed characteristics
•Travelled
•Mobile
•Collaborative
•Informed
•Influenced
•Visib...
17
Digital
touch-points
Physical
touch-points
The challenge
AWARENESS CONSIDERATION ACTION SERVICE LOYALTY
TV
Radio
Print
...
18
So how?
Fundraisers
Volunteers
Donors
Lobbying
& Awareness
Cause
Related
Marketing
Benefactors
Trusts
Corporate communications
has...
20
Tanya Burr
Age:24
Beauty +
baking
Subscribers:
2m
Marcus
Butler
Age:22
Video Diary
Subscribers:
2.3m
Alfie Deyers
Age:2...
21
Zazzle
http://www.youtube.com/americanexpressopen
2.5 million page views per month
200,000Twitter Followers
341,000 Facebook Likes
Unified
Promote,
find,
connect
Attract
Enrol
Student
Graduation
Alumni
Content
Conversation
Community
Collaboration
Social...
26
28
What are the organisations doing to do this well?
29
Social Media Strategic Framework
Social
Adoption
30
Fundamental Do’s & Don’ts
31
31
Big Don'ts
•Launch and leave
•Overt promotions in social spaces
•Sporadic campaigns
•Short term tactics
•Not only fo...
Business/Marketing
1. What are your business objectives, what are you hoping to achieve?
e.g. retention, growth, geographi...
Audience Engagement
1. Who are your target audiences and how do you categorise them?
2. How do you get to be where your re...
34
Exercise
Social media campaign
• What: product/service
• Who: the target audience, the persona
• Where: the social plat...
Paul Fennemore pfe@sitecore.net
PaulFennemore
36
36
BeyondWeb 2.o
Social Media Insights
Social Media Insights
Social Media Insights
Social Media Insights
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Social Media Insights

Overview of what is social media, why people use it and some basic best practices.

Based on the rigour of formal research.

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Social Media Insights

  1. 1. Paul Fennemore - Sitecore Web 2.0 (Social Media Networks) The science and strategies
  2. 2. Paul Fennemore pfe@sitecore.net PaulFennemore
  3. 3. ‘It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratisation of information, transforming people from content readers into publishers’. ’Source: Wikipedia’
  4. 4. Web 2.o More than just another channel
  5. 5. 5 Evolution Creating Revolution Web 4.0 2020 -30 IntelligentAgents Web 3.0 2010 -20 SemanticWebOS Web 2.0 2000 - 10 SocialWeb Web 1.0 1990 -2000 HTML - Search PC Era 1980 - 1900 Windows, MacOS SemanticsofInformationConnections Semantics of Social Connections Transfer of Brand Ownership to Consumer and the Web Transfer of Brand Ownership to the Consumer Source: Adapted from Dave Chaffey
  6. 6. 6 Cool or scary?
  7. 7. What is driving folk – the science! The Science
  8. 8. Web 2.0: What are we doing?
  9. 9. Web 2.0 – It’s uses Marketing (not just advertising) Communications Customer service management Innovation Research and development Crowdsourcing Crowdfunding Virtual money - Bitcoin Prosumer Civic services Employee collaboration Supply chain collaboration Recruitment
  10. 10. 12 Are brands getting it right?
  11. 11. The past was about one to many and shouting the loudest
  12. 12. 14
  13. 13. 15
  14. 14. Broadcasting •Static demographics •Presumed characteristics •Travelled •Mobile •Collaborative •Informed •Influenced •Visible Consumers /buyers are more: Engagement •Dynamic…….. – Anywhere – Anytime – Real-time –Any device – Interactive •Actual behaviour Transitioning to Your customers have flown the nest!
  15. 15. 17 Digital touch-points Physical touch-points The challenge AWARENESS CONSIDERATION ACTION SERVICE LOYALTY TV Radio Print Outdoor PR Word of mouth Direct mail Store Call center Call center IVR Promotion on invoice Online Ads Viral email Digital billboards Search Landing page Blog 3rd Party sites Website Mobile IM/Chat Blog Email Newsletter Customer 3Customer 2Customer 1 Decisions Are Not Made in Straight Lines Random customer journeys provoke random act of marketing!
  16. 16. 18 So how?
  17. 17. Fundraisers Volunteers Donors Lobbying & Awareness Cause Related Marketing Benefactors Trusts Corporate communications has been democratised It’s about the humanisation of business! ENGAGEMENT ‘Communities of Interest’ Charities as an example
  18. 18. 20 Tanya Burr Age:24 Beauty + baking Subscribers: 2m Marcus Butler Age:22 Video Diary Subscribers: 2.3m Alfie Deyers Age:20 PointlessBlog Games & Challenges Subscribers 2m Zoe Suggs Age:24 Zoella Shopping Videos Subscribers 4.6m Felix Kjellberg Age:24 Video game blog Subscribers 26m 1-9-90 Principle: Influencing the influencers
  19. 19. 21
  20. 20. Zazzle
  21. 21. http://www.youtube.com/americanexpressopen 2.5 million page views per month 200,000Twitter Followers 341,000 Facebook Likes
  22. 22. Unified Promote, find, connect Attract Enrol Student Graduation Alumni Content Conversation Community Collaboration Social Networking Student Life Cycle
  23. 23. 26
  24. 24. 28 What are the organisations doing to do this well?
  25. 25. 29 Social Media Strategic Framework Social Adoption
  26. 26. 30 Fundamental Do’s & Don’ts
  27. 27. 31 31 Big Don'ts •Launch and leave •Overt promotions in social spaces •Sporadic campaigns •Short term tactics •Not only for acquisition •Link: Juicing, Baiting, Dropping •Corporate/official tone of voice •Twitinterns •Direct asks •Official/corporate tone of voice •Over moderate Big Do’s •Strategy •Resource •Listen •Engage - personalisation •Enduring social capital •Earned loyalty •Educational •Economical •Entertaining •Emotional •Integrated fundraising •User generated content
  28. 28. Business/Marketing 1. What are your business objectives, what are you hoping to achieve? e.g. retention, growth, geographical coverage, cost base, productivity, competitive advantage, brand image/awareness, search rankings, staffing, new sources of revenue . 2. How do these strategies support and tie into your overall business objectives? 3. How will your strategies integrate with and support other initiatives? 4. How will you measure your performance/, KPI’s? 5. What are the risks and how do you mitigate them? 6. How are you going to coach all your employees? Platforms/Communities 1. What forms of social networks and media can you exploit and why? 2. What communities/networks are your target audiences already hanging out in? Questions to consider
  29. 29. Audience Engagement 1. Who are your target audiences and how do you categorise them? 2. How do you get to be where your readers are? 3. How are you going to build online communities, followers, fans, subscribers etc? 4. What role/s do you want visitors and communities to play? Operations 1. Where does it sit in the organisation/who owns it? 2. What resources (people, skills, funding) do you need? 3. What is your content strategy? 4. What technologies do you need? 5. What controls (and culture) will work best for your business and how will you operate them? e.g. employee participation. 6. How can we use social enterprise collaboration systems? Questions to consider
  30. 30. 34 Exercise Social media campaign • What: product/service • Who: the target audience, the persona • Where: the social platform/s • Message: main message, theme, tone and ‘Call to Action’ • Media: Text, video, webTV, picture, infographic, • How much: goals
  31. 31. Paul Fennemore pfe@sitecore.net PaulFennemore
  32. 32. 36 36 BeyondWeb 2.o

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