Discussion points about social media

Ged Carroll | director - digital strategies

Who On Earth Am I?

In the presentation

• Changes on the web– Changes in online communications

• Challenges in online communications

• Some useful tools and services

Changes on the web

Changes in online communications

Challenges in online communications• Influence: what does it really mean?• Measurement: never-ending story• Monitoring– Tracking fragmented conversations

Measures of online influence

• Brand, heritage etc • Search visibility on chosen key phrases• Google page rank• Number of links• Quality connections with others –blogrolls,

citations, twitter followers etc• Engagement levels with others• Behavioural effects from things

said/written• Effect on sales and revenue

Some social media case studies

The UN: influencers & D2C launch

• The UN needed to create awareness and generate interest for an event designed to highlight and reinforce the pledge made by governments from 189 countries to work toward the eradication of poverty worldwide by 2015.

• Targeted more than 343 influentials via three digital press releases

• SEO that increased impressions and clicks by 20 percent

• Conducted blogger outreach that resulted in at least 338 blog posts

• 25,000 followed via Twitter

• 290,400 connections via LinkedIn

• 9,500+ views on YouTube and UStream.TV

World Malaria Day: D2C launch• Raise awareness of

malaria and the MDG

• Highlight work that has been done by partners

• Encourage consumers to show political support for the Global Malaria Action Plan

Microsoft Lone Server: Long B2B launch

HTC: Reducing customer dissonance• HTC struggled to

handle all the customer service enquiries

• Complex devices• Challenging

software partner• Looking to launch

its own-brand in Western markets

Some things that we thought were pretty neat

Who’s Talkin’

Twitanalyzer

Creative idea: Augmented reality• Meeting point

between the web and the real-world

• Encourages brand engagement through play

Things to remember

Brands don’t get social people do

“People matter, Objects don’t”. That’s all you need to know about social media. – Hugh MacLeod

UTILITY: if you can’t be useful, don’t bother

Thanks for listeninghttp://ruderfinn.co.uk | http://renaissancechambara.jp

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