B E I N G S T R AT E G I C W I T H S O C I A L M E D I A !T O D E L I V E R O N C O R P O R AT E O B J E C T I V E S

C R O K E PA R K 1 0 T H J U LY

• E I R C O M • O G I LV Y D U B L I N • B O R D G A I S E N E R G Y • S U N D AY B U S I N E S S P O S T • E N T E R P R I S E I R E L A N D • L U C E Y T E C H N O L O G Y • U C D • G E

K E I T H B O H A N N A N E A R F U T U R E . I O

W H E N W E TA L K A B O U T S O C I A L M E D I A … . !

W H I C H C O R P O R AT E O B J E C T I V E S ?

• Communications & PR

• Marketing & Pre-Sales

• Customer care

K E Y T R E N D S

• The Rise of Mobile

• The Rise of Customer Expectations

!

!kpcb.com/InternetTrends Mary Meeker

M O B I L E + S O C I A L M E D I A =

R E S P O N S E E X P E C TAT I O N S - U K

2 5 % W I T H I N 6 0

M I N S6 % W I T H I N 1 0

M I N S

R E S P O N S E E X P E C TAT I O N S - U K

4 2 % W I T H I N 6 0

M I N S3 2 % W I T H I N

3 0 M I N S

!

!

!

Implications for you?

S O C I A L M E D I A

• Start by listening and then experiment

• Develop an in-house centre of expertise

• Support and resource front line staff

T E C H N O L O G Y C A PA B I L I T Y

• Move towards single view of customers - consolidate customer and marketing data silo’s.

S H O R T T E R M G O A L S

• one way listening

• two way reactive conversations

• proactive discussions

• full customer care

W H Y ?

• To be able to deliver normal corporate objectives

• To have some chance when a SNAFU hits

• Lightning Speed.

• Hyper-transparency.

• Dialogue.

• Same tools.

• Traditional media amplification.Ref:Ogilvy  360°Digital  Influence.

TRENDS

P L A N

M A N A G E

R E S T O R E

– H E N R Y A . K I S S I N G E R

“There cannot be a crisis next week. My schedule is already full.”

L E T S G E T S TA R T E D

D E F E N S I V E

A N D M O R E O F T H AT

C H R I S - N I C E G U Y & I N F L U E N C E R

S H O U T I N G D O W N

D E L E T I N G I T S H O U L D W O R K

F I N A L LY A N “ A P O L O G Y ”

T H AT S H O U L D D O I T

• Irish Times

• Independent

• TheJournal.ie

• Sunday World

• The Irish Mirror

• The Examiner

C O V E R A G E I N C L U D E D

L E A R N I N G S ?

• Better listening

• Faster assessment of the tone of conversation

• Planned management of the crisis

T H AT S I T

• Future sessions will cover

• Crisis Management

• Internal Structures for managing Digital

W W W. N E A R F U T U R E . I O

keith@nearfuture.io 086 2300702

@keithbohanna