ciaran norris - how to make social media work

1How To Make Social Media WorkCiarán Norris, Head of Social Marketing, Mindshare

The problem?2

Daddy, why don’t you have

a YouTube page?

Macinate on flickr

3 Agenda

• How? Planning Strategy

• Who? Case Studies

How?

The answer

People

Objectives

Strategy

Technologies (Assets)Forrester Methodology waferboard on flickr

5

People6

Objectives

• Monitoring

• Influencer Identification/Activation

• Amplify customer service

• Distribute content

• Generate positive PR/Manage reputation

• Boost SEO

• Drive sales

7

Strategy

Entering a dialogue changes a relationship

Have you planned the resources to manage this?

Do you have the right ‘choice architecture’ to handle this?

8

9

No reason to be positive: mining, not listening

10

Simple incentives can be powerful

Technology/Assets

Now we decide whether you need to be on Facebook/Twitter/YouTube/etc...

Assets need to encourage socialisation & be shareable

11

Measurement12

Chefranden on flickr

Why else does this matter?Measurement

14

Who?fontplaydotcom on flickr

Plenty Of B2B Examples…15

16

14,000 ideas generated by community

COLOR OPTIONS

13.3-INCH DISPLAY COMPACT, BUT BIG ENOUGH TO FIT A

FULL-SIZED KEYBOARD UNDERNEATH

eSATA PORT LETS USERS

CONNECT EXTERNAL HARD DRIVES AT

FAST SPEEDS

BACKLIT KEYBOARDFOR WORKING IN THE

DARK

FINGERPRINT READER

EXTRA SECURITY APPEASES JITTERY

MANAGERS

BETTER BATTERY LIFE

UP TO 19 HOURS ON A SINGLE CHARGE

Like This One...

But B2C Still More Creative…18

19

20

But B2C Still More Creative…21

22 Tagging Ikea

23

Tapping into existing consumer behaviours

Tagging Ikea

24

Over 68 million views

25

Provide utility to enable engagement

26

Don’t be scared – get involved

Think about who you want to talk to

Pick the tool for the job, not the job for the tool

Think about making media social, not just social media

Have fun!

Conclusion

Drop me a lineciaran.norris@mindshareworld.co

m

PSD on flickr