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Oplæg for Holm Kommunikation
1. Social Strategy in the Perfect Storm
Presentation for Holm Kommunikation
13 April 2012
2. Man kan som læser både blive inspireret,
bekræftet og provokeret af Peters social media
bibel. Jeg blev alle tre ting. Bogen er nødvendig
læsning for dansk erhvervsliv.
Perspektiveringerne fra en trænet web 2.0
discipel som Peter er skarpe og både
intellektuelt og operationelt stimulerende.
Joachim Rubow, Koncernmarketingdirektør
Danske Bank Group
3. Has your organization worked
with social media initiatives
within the last year?
Source: socialsemantic.eu
4. 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
Source: socialsemantic.eu
10. Non-professionals
create products
North West: North East:
Mass- The Eye of the
customization Perfect Storm
Physical Digital
economy Economy
South West: South East:
Traditional Digital Professional
economy services
Only professionals
create products
13. • Purchase of flight tickets,
hotel bookings etc.
= • Customization of trip
• Find the cheapest trip
• Trip advice
14. Non-professionals
create products
Customization of Trip advice
trip
Physical Digital
economy Economy
Purchase of flight
Price comparison
tickets, hotel
(Find the cheapest
bookings etc.
trip)
Only professionals
create products
35. Do platforms exist and can we
use them?
Communication
strategy
Are your products interesting or
Can you speak the language?
can you make them interesting?
36. High involvement
• Co-creation of products
• Involvement in products
• Creation of new involving product
• Creation of involving campaign
• Digital mass-communication
Low involvement
41. 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