Presentation for TEKO Design + Business
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This document discusses digital strategy and social media in the context of a "perfect storm" of digitization and user creation. It presents a framework with four quadrants based on whether production is done by professionals or non-professionals and whether the economy is physical or digital. Examples are given of how traditional companies can adapt their communication strategies to this new digital landscape by choosing the right platforms, speaking the language of those platforms, and making their products and messages more interesting. The document concludes by discussing five types of customer involvement that companies can enable through social media initiatives.
Presentation for TEKO Design + Business
- 1. Digital Strategy in the Perfect Storm Presentation for TEKO Design + Business 9 March 2012
- 2. Man kan som læser både blive inspireret, bekræftet og provokeret af Peters social media bibel. Jeg blev alle tre ting. Bogen er nødvendig læsning for dansk erhvervsliv. Perspektiveringerne fra en trænet web 2.0 discipel som Peter er skarpe og både intellektuelt og operationelt stimulerende. Joachim Rubow, Koncernmarketingdirektør Danske Bank Group
- 3. Tweet about this presentation: #petersvarretalks
- 4. Has your organization worked with social media initiatives within the last year? Source: socialsemantic.eu
- 5. Central coordination and targeted planning Sporadic initiatives and no clear planning We are testing A couple of employees are testing without a clear deadline Other Source: socialsemantic.eu
- 6. The Result
- 8. Time to get serious!
- 9. Sociale Media is a Perfect Storm
- 11. Non-professionals create products North West: North East: Mass- The Eye of the customization Perfect Storm Physical Digital economy Economy South West: South East: Traditional Digital Professional economy services Only professionals create products
- 12. An example: The Travel Business
- 13. There once was a travel agency:
- 14. • Purchase of flight tickets, hotel bookings etc. = • Customization of trip • Find the cheapest trip • Trip advice
- 15. Non-professionals create products Customization of Trip advice trip Physical Digital economy Economy Purchase of flight Price comparison tickets, hotel (Find the cheapest bookings etc. trip) Only professionals create products
- 16. Excercise
- 17. Spend 2 minutes with the person next to you and find four different companies or business areas that correspond to the four different corners
- 18. Communication Strategy in the Perfect Storm
- 19. The old world Recipient Consumer Media TV Communi- Company Message Radio cation Papers
- 20. Non-professionals create products Physical Digital economy Economy Only professionals create products
- 23. The conversation takes place without the companies
- 24. But companies can become part of this conversation
- 25. 3 basic rules
- 26. Choose the right platform
- 31. Be interesting
- 32. High-involvement Potential for conversation but it Large potential for conversation must be digitized - Choose the right platform and - Make products digital or create speak the language and everything bridges to the digital world more or less happens by itself. Physical Digital product product Low potential for conversation Potential for aided conversation - Motivate people to talk about - Make your products more your products when they are interesting or create new using them and they are products. engaged. - Make products digital or create bridges to the digital world. Low-involvement
- 33. Do platforms exist and can we use them? Communication strategy Are your products interesting or Can you speak the language? can you make them interesting?
- 34. High involvement • Co-creation of products • Involvement in products • Creation of new involving product • Creation of involving campaign • Digital mass-communication Low involvement
- 40. 5 Types of Involvement 1. Involvement around rating, comments and improvement of products. 2. Involvement around service 3. Involvement around usage of products 4. Involvement around product conversations 5. Involvement around the creation of the products
- 41. Creation of new involving product
- 43. Creation of involving campaign
- 46. On Twitter, @Alyssa_Milano wrote "Are you flirting with me, @oldspice guy?"
- 50. Excercise
- 51. 1. Create 4-5 five groups 2. Select one of the companies from the previous excercise 3. Talk about: – The product – The market – The customers 4. Select one or more of the five communcation strategies and describe how the company could use this strategy to sell more products – Talk about the relevant platforms – Talk about how to become interesting 5. Present your communication strategy to all of us.
- 52. Find this presentation on www.slideshare.net/petersvarre petersvarre.dk peter@petersvarre.dk www.linkedin.com/in/petersvarre www.facebook.com/petersvarre www.twitter.com/petersvarre www.slideshare.net/petersvarre www.youtube.com/petersvarre www.foursquare.com/user/petersvarre www.kommunikationsforum.dk/peter-svarre www.gplus.to/petersvarre