Social Media Master Class June 28, 2011
Dec 29, 2015
Agenda
• Who ?• Definition• Interesting movies• Definition (if any)• What do you do personally ?• What does your company do ?• What is the approach• Pitfalls
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Definition (if any)
The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue.
Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and
technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."[1] Social media are media for
social interaction, as a superset beyond social communication. Kietzmann et al. (2011) argue that “social media introduce substantial
and pervasive changes to communication between organizations, communities, and individuals” (p. 250),[2] enabled by ubiquitously
accessible and scalable communication techniques. (http://en.wikipedia.org/wiki/Social_media)
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Interesting Movies
• http://www.youtube.com/user/Socialnomics09#p/u/2/nPYrbSUqr2k
• http://www.youtube.com/user/Socialnomics09#p/a/f/0/sIFYPQjYhv8
• http://www.youtube.com/user/Twitter• http://www.youtube.com/user/Twitter#p/f/7/Jc8T
QppzORE• http://www.youtube.com/user/theofficialfacebook
#p/u/0/cqd_4KSbnJo
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What do you do personally ?
Only 16% of the CEO’s is using Social Media (see also http://www.webershandwick.com/resources/ws/flash/Socializing_Your_CEO_FINAL.pdf)
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What does your company do ?
• Internal– Networking (Yammer)– Collaboration, knowledge sharing– ...
• External– Sales– Marketing– Product support– HR– ...
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© 2011 Azlan. All Rights Reserved. 12
How we made sense of Social Media
Corporate website Twitter accounts YouTube channel Video reviews
HTML mailings
Mobile
Thought Leadership
14CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Social Media – Customer facing - Start activating - YouTube, Linkedin and Twitter presence
• “Quick wins” focus on brand awareness: enrichment of web page content (cases, videos) and e- newsletter initiative
Platform Objectives Target Group Content
• Leverage on current video materials to start sharing
• First step in creating a community of advocates
• Current customers• Employees
• Available products demos: should be integrated/linked to web page
• Company presence in key events• Interviews, press releases, etc.
• Start the conversation by sharing all the initiatives
• Customers in general
• Employees
• Updates through the other channels in videos (web site)
• News from key events (RSNA)
• Expand current corporate presence and employees network in order to recruit best talent
• Current employees • Future employees
• Careers at Agfa HealthCare description and job offers
• Corporate news
e- Newsletter• Trigger potential and existing
customer engagement
• Current customers• Potential customers
database
• Launch of new products and solutions• Articles and new customer cases• Promotion of THERE magazine
What is the approach ?
• On the implementation side– Define Social Media strategy– Get them on your side– Treat this as a classical project– Change management
• On the operational side– Measure– Get an organisation in place to manage– Get policies in place
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What is the approach ?Top 10 Social Media Pitfalls
Pitfall #1: believing a Facebook page equals a social media strategy
Pitfall #2: Engaging without a social media strategy
Pitfall #3: Allowing interns to manage social media engagement
Pitfall #4: Broadcasting announcements instead of starting conversations
Pitfall #5: Banning social media from your employee’s workplace
Pitfall #6: Avoiding social media for fear of negative comments
Pitfall #7: Believing social media is free, cheap and easy
Pitfall #8: Silo-ing social media into a single department
Pitfall #9: Creating "private" social networks
Pitfall #10: Using traditional media metrics for ROI measure
(source : http://socialroadmaps.blogspot.com/2011/03/top-10-business-social-media-pitfalls.html)
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