berghs social media 20121203
DESCRIPTION
Lecture in social media at Berghs School of Communication, Stockholm, November 2012TRANSCRIPT
Source: Gapingvoid.com
Sociala MedierBerghs, 20121203
Why?
Who?
What?Where?
How?
Who?Who?How?Where?
Bought•Banners ads
•Sponsored links
•Media partnerships/Branded content
•Paid PR (bloggers)
•SEM
•Mentions on blogs and social networks
•User-generated content
•Embedded content
•Shared links
•Mentions on Bulletin boards
•Diggs
Earned•Main site
•Micro sites
•Intranet/extranet
•Newsletters
•Pages on social networks
•Brand blogs/micro blogs
•Mobile & Tablet apps•SEO
Owned
20111999
Bought
Earned
Owned
BoughtEarned
Owned
Bought EarnedOwned
Social
Source: IUM
Source: Baekdal.com
Source: EngamentDb.com
”Allstate launched the Good Hands(SM) Community in order to provide a forum for consumers to get information and share stories, views and experiences on common topics central to Allstate's goal of helping people protect what they have and prepare for the future. The intent is to empower consumers through dialog to share their hopes, dreams and challenges on topics such as vehicle ownership, making a difference in their community, managing daily spending and personal finance.”
Reach Relevance
ANewBrandingPla/orm
A Brand New Store
A New Game Console?
A New Way to Donate
ANewCrimeCombatTool?
BERGHS SCHOOL OF COMMUNICATION
27
ANewCi7zenEmpowermentTool
BERGHS SCHOOL OF COMMUNICATION
28
AMisusedPla/orm?
Professionellt Privat
A New Career Move?
A New Recruitment Tool
A New Charity Platform
A New Charity Platform
A Brand New Store
A Brand New Store
At Your Service:
A New Branding Platform
A New Branding Platform
At Your Service:
Now,let’sprac7ce!
Who?Who?How?Where?How?
“What is strategy? A pattern in a series of actions. ”
- Henry Mintzberg
BERGHS SCHOOL OF COMMUNICATION
Source: darmano.typepad.com
49
When? Roadmap
Who?Organisation
What?Content & Distribution
How?Work flow & Measurements
Who?Who?How?Where?How?
What?Content Plan
För allt innehåll:
- Var ska det publiceras? - Vad är syftet?- Hur mäter vi? KPI:er
What?Social Media Release
What? Online PR and Seeding Plan
What?Interaction guidelines
When? Strategic Roadmap
When? Strategic Roadmap
Who? Organisation
Oavsett organisation:
- Strategi & mål - Definierat resursbehov- Klara arbetsbeskrivningar- Tydligt ansvar & mandat- Frigjord tid
NextWeek
Schemat
09.00 - 09.15 Hej igen!
09.15 - 09.45 Tågkompaniet
09.45 - 10.15 Löfbergs
10.15 - 10.30 Kaffe
10.30 - 11.00 PWC
11.00 - 11.30 Svenska spel
11.30 - 12.00 Thermo Fischer Scientific
Tobias Brandt
+46 733 72 37 00
[email protected]@digitas.se
@tobiasbrandt Linkedin.com/in/tobiasbrandt Facebook.com/tobydammit Tobydammitwww.digitas.se