e SOCIAL MEDIA...AMPLIFIED
SOMAZI 2 WE DO SOCIAL… SoMazi has worked with some of the leading organisations in their respective industries:
SOCIAL TALENT 3 Karen Clementina Izzy Luca
What will be covered today Landscape Case Studies Approach Summary
What are the Characteristics of Social Media? Conversation, Collaboration, Transparency, Accessibility, Immediacy and Community.
1 Billion Half of them are logged in on any given day
Social media is exploding
It’s about RELATIONSHIPS
Anyone with an opinion and an internet connection can influence someone else about your brand and the things you care about.
> Why Social Media - Around the World 9 10 people globally trust the recommendations in of people they know SOURCE: Global Web Index
“ A revolution doesn’t happen when a society adopts new tools. It happens when society adopts new behaviours. Clay Shirky
Organisation challenges Internal External Reality Perception
14 Where we want to be Transactional Loyal Occasional Constant Impersonal Authentic Short-Term Long-Term
Interests of Organisation
Interests of organisation Understanding challenges: • Trust in industry and brand • Knowledge of barriers to trust • Lack of interest • Lack of consumer education • Lack of customer insight • Industries have forgotten profit is a by product • Lack of customer contact • Lack of single customer view • Poor service communication • Lack of clarity around value • Revenue • Lack of loyalty
Social Environment Context Interests of Interests of Organisation Social Media Based on Communication Process Model, Wilbur Schramm
Social Media Value Creation Across Disciplines Advocacy Foster Dialogue Impact (Innovation) Social Media Customer Experience & Loyalty Operational efficiency Revenue Generation
Stake Holders Loyal Constant Authentic Long-Term Customer Loyal Constant Authentic Loyal Long-Term Constant Authentic Third Colleagues Parties Long-Term
What will be covered today Landscape Case Studies Approach Summary
Sky Community – Support Forum
Social Media Stores
What will be covered today Landscape Case Studies Approach Summary
Strategic Approach Plan Listen Seed Engage Level of engagement Time
Plan 2 4 1 3 Strategy Objectives People Technology Plan What are you trying to achieve Asses your internal capability Do you have a social media guideline Benchmark against competitors What social tools are you using Do you have the right resources What is being said about you Are you currently visible on social channels
Building a strategy Planning Resources Process - Budget – Monitoring - Mission charter - Headcount - Roles & organisation – Measurement (Identify owners) -Education – Collaboration - - Audit - Research - Policies (Escalation path) - Road map
People 1. Getting organised 2. Train your people on social 3. Promote the organisation HR 4. Connect staff together Collaboration 5. Deliver benefit to your customers Promotion
Creating capabilities is a priority…
Participation Plan Seed Engage Listen Level of engagement Time
The Value of Listening Always ON: • Who is driving share of conversation for your brands • What the top issues are that matter to your customers • Where your customers live online • How you can add value for your customers • When you should engage the community • Why customers are passionate on certain topics
Daily framework Track Prioritise Act Stake Holder – Categorise – Summarise – Analyse buzz articles article data – Manually rank – Advise – Manual data sentiment appropriate gathering action – Filter out irrelevant articles Alert stake holder of any crisis
Participation Plan Listen Seed Engage Level of engagement Time
Manage the conversation
What will be covered today Landscape Case Studies Approach Summary
Spectrum of social media options Twitter page YouTube channel Promoted tweets Corporate blog Location- based social apps Facebook ads Customer Support Social content aggregators Idea Storm Community Corporate/Branded Facebook page Simple Complex
1. Listen 2. Give up control 3. Be natural 4. Make a commitment 5. Be where your customers are 6. Learn to deal with negativity 7. Be humble 8. Have a clear and measurable objective 9. Develop a plan 10. Listen
SOMAZI 43 CONTACT US SoMazi has offices in London, New York, Bergamo and Geneva. We’d love to hear from you. LONDON 18 Steynings Way N12 7LN, London England Maz Nadjm Mobile: 07960811351 Landline: 02035981294 Email: maz@somazi.com Website: www.somazi.com Twitter: @Somaziww My personal: @Mazi
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