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Web Management Round Table How to get most bang for the buck with Social media

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Online communication

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Online communication

SEARCHSEARCH

PortalsPortals

Social networksSocial

networks

VideoVideo

BlogsBlogs

WikiWiki

PhotoPhoto

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Your brand is being discussed

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Are you listening?

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Trust in different sources

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New influences

http://www.universalmccann.com/Assets/strangers_reportLR_20080924101433.pdf

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Potential of social media

1. Crowdsourcing

2. Branding

3. Customer care

4. Thought leadership

5. Creating relationships

6. Spreading content

7. Monitoring spread of news, promotions and campaigns

8. Damage control

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1. Crowdsourcing

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2. Branding

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3. Customer care

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4. Thought leadership

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5. Creating relationships

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6. Spreading content

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7. Monitoring spread of news and campaigns

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8. Damage Control

How Google destroyed $1 billion of United Airlines

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Nine to dos

1. Be smart

2. Strategy and policy

3. Recycling

4. Shareable content

5. Synergi effects

6. Think about the value

7. Become a thought leader

8. Activate your customers

9. Activate your employees

1. Overreact

One not to do

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1. Be smart

Don’t build a whole island in Second Life the first thing you do.

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2. Strategy and policy

Have a clear strategy and policies for handling conversations

in social media.

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3. Recycling

Use your existing material, videos, images, presentations to

share on social media.

� Corporate videos

� Commercial videos

� Seminar presentations

� Product images

� Trade fair photos

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4. Shareable contentMake sure the content on your website is possible to share.

Widgets can be embedded on other websites and blogs.

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5. Synergi effects

Complement your offline activities and campaigns with online

activities in social media.

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6. Think about the value

Provide some kind of value, how-to instruction videos,

educational presentations, material that can be re-used under

Creative Commons licens.

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7. Become a thought leader

Be an expert in your field and on your products.

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8. Activate your customers and stakeholders

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9. Activate your employees

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1. Do not - overreact

California Costal Records Project

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Advertising vs social media

Full page color ad in

Dagens Nyheter

344 000 printed papers

26 000 euro / 1 day

Medium size banner ad

on www.e24.se

500 000 impressions

10 000 euro / 1 week

EA Sports Tiger Woods

”Jesus Shot” on YouTube

2 700 000 views so far

Free / Forever

BONUS: The visitors searched

actively for this video