ciaran norris - how to make social media work

27
1 How To Make Social Media Work Ciarán Norris, Head of Social Marketing, Mindshare

Upload: kerry-bridge

Post on 11-Nov-2014

1.199 views

Category:

Technology


0 download

Tags:

DESCRIPTION

Ciaran Norris - shares insights on how to make social media work with examples.

TRANSCRIPT

Page 1: Ciaran Norris - How To Make Social Media Work

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

Page 2: Ciaran Norris - How To Make Social Media Work

The problem?2

Daddy, why don’t you have

a YouTube page?

Macinate on flickr

Page 3: Ciaran Norris - How To Make Social Media Work

3 Agenda

• How? Planning Strategy

• Who? Case Studies

Page 4: Ciaran Norris - How To Make Social Media Work

How?

Page 5: Ciaran Norris - How To Make Social Media Work

The answer

People

Objectives

Strategy

Technologies (Assets)Forrester Methodology waferboard on flickr

5

Page 7: Ciaran Norris - How To Make Social Media Work

Objectives

• Monitoring

• Influencer Identification/Activation

• Amplify customer service

• Distribute content

• Generate positive PR/Manage reputation

• Boost SEO

• Drive sales

7

Page 8: Ciaran Norris - How To Make Social Media Work

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

Page 9: Ciaran Norris - How To Make Social Media Work

9

No reason to be positive: mining, not listening

Page 10: Ciaran Norris - How To Make Social Media Work

10

Simple incentives can be powerful

Page 11: Ciaran Norris - How To Make Social Media Work

Technology/Assets

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

Assets need to encourage socialisation & be shareable

11

Page 12: Ciaran Norris - How To Make Social Media Work

Measurement12

Chefranden on flickr

Page 13: Ciaran Norris - How To Make Social Media Work

Why else does this matter?Measurement

Page 14: Ciaran Norris - How To Make Social Media Work

14

Who?fontplaydotcom on flickr

Page 15: Ciaran Norris - How To Make Social Media Work

Plenty Of B2B Examples…15

Page 16: Ciaran Norris - How To Make Social Media Work

16

14,000 ideas generated by community

Page 17: Ciaran Norris - How To Make Social Media Work

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...

Page 18: Ciaran Norris - How To Make Social Media Work

But B2C Still More Creative…18

Page 19: Ciaran Norris - How To Make Social Media Work

19

Page 20: Ciaran Norris - How To Make Social Media Work

20

Page 21: Ciaran Norris - How To Make Social Media Work

But B2C Still More Creative…21

Page 22: Ciaran Norris - How To Make Social Media Work

22 Tagging Ikea

Page 23: Ciaran Norris - How To Make Social Media Work

23

Tapping into existing consumer behaviours

Tagging Ikea

Page 24: Ciaran Norris - How To Make Social Media Work

24

Over 68 million views

Page 25: Ciaran Norris - How To Make Social Media Work

25

Provide utility to enable engagement

Page 26: Ciaran Norris - How To Make Social Media Work

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

Page 27: Ciaran Norris - How To Make Social Media Work

Drop me a [email protected]

m

PSD on flickr