Investment in The Coconut Industry by Nancy Cheruiyot
Social media action plan (2010 update)
1. Social Media and KM
What is Social Media?
Why does it matter?
Social Media Action Plan
2. Media has changed - 2006
“To find something comparable, you have to go back 500 years
to the printing press, the birth of mass media … Technology is
shifting power away from the editors, the publishers, the
establishment, the media elite. Now it’s the people who are
taking control” Rupert Murdoch, Wired July 2006.
20. Social Media and the Conversational web
What is Social Media?
Why does it matter?
Social media action plan
21. We now know the truth
76% don’t believe
that companies tell
the truth in
advertisements
Source: Yankelowich
22. Consumer recommendations are
the most credible form of
advertising among 78% of the
study’s respondents.
Source: Nielsen, “Word-of-Mouth the Most Powerful Selling Tool”
(global Nielsen survey of 26,486 Internet users in 47 markets)
30. Social media impacts your brands reputation
34% post opinions about products and
brands on their blog
36% think more positively about companies
that have blogs
Source: Universal McCann Power to the people - Social Media Tracker Wave 3
32. Social Media and the Conversational web
What is Social Media?
Why does it matter?
Social media action plan
33. Consumers are beginning in a very real sense to own our brands and
participate in their creation … We need to begin to learn to let go.
A.G. Lafley, CEO and Chairman of P&G, October 2006
Try and control this?
34. Ignore it ?
... But this just eliminates you from the conversation
35. Social Media action plan
What is Social
Media?
Why does it
matter?
Social media
action plan
Listen
Engage
Influence
47. Listen
”The Development of a process
to understand the conversations,
and action the insights”
Ian Farmer
48. LISTEN : Social Media services
Listen
Research : opinions in real time
Risk Awareness
Insights
Permission to Engage
We monitor social media because it provides unsolicited and unbiased consumer opinions about
our products and brands in real time. If a brand, messaging or product problem is identified by
bloggers, we can fix the problem quickly before it gets too widespread. Also, positive comments
help us understand early on if something is working particularly well.”
Christin Stasiw Lazarchuk, Director, Global Market Research, Ford Motor Company.
Social MediaAudit
Social Media Monitoring Strategy
Monitoring development
Insights reporting
Training
52. Cicero’s 9 rules from “On Duties” in 44BC
1. Speak clearly
2. Speak easily, but not too much, give others their turn
3. Do not interrupt
4. Be courteous
5. Deal seriously with serious matters, gracefully with lighter ones
6. Never criticize people behind their backs
7. Stick to subjects of general interests
8. Do not talk about yourself
9. Never lose your temper
53. Example – UK civil service
http://www.civilservice.gov.uk/iam/codes/social_media/participation.asp
Be credible
Be accurate, fair, thorough and transparent.
Be consistent
Encourage constructive criticism and deliberation. Be cordial, honest and
professional at all times.
Be responsive
When you gain insight, share it where appropriate.
Be integrated
Wherever possible, align online participation with other offline
communications.
Be a civil servant
Remember that you are an ambassador for your organisation. Wherever
possible, disclose your position as a representative of your department or
agency.
72. Influence
“Measuring the results of how you effect
social media, then using that insight to
stimulate conversations, making it easier
for people to recommend and sample
your products”
Ian Farmer
73. Social Media services
Influence
•Expand touchpoints
•Measurement of campaigns
•Risk mgmnt “Ask the audience”
•Build loyalty & Identify Evangelists
•Collaboration opportunities
•Word of mouse!
Influence Identification
Loyalty & evangelist
programs
Campaign metrics
Word of Mouth Marketing
Internet is twice as influence of TV and 8 times that of Print
(source: Digital Influence Index study Fleishman-Hillard)
74. Social Media action plan
What is Social
Media?
Why does it
matter?
Social media
action plan
Listen
Engage
Influence
75. Social Media – continuous learning
•Don’t FAIL to LEARN
•DO FAIL to LEARN