1. Baku social media seminar – day 1
June 26, 2012

2. Agenda for today:
10 – 11 Presentation and agenda for the week
11 – 11.15 Coffee break
11. 15 -12 Getting to know Podio
12 – 14 Social media – a perfect storm
14 – 15 Lunch
15 – 16 Group or individual work + coffee break
16 – 17 Group discussion
17 - Evaluation and update on Podio

3. Presentation
Present yourself and your work
• Your name
• What do you do?
• How is your work related to social
media?
• What do you expect to get out of this
week?

4. This week:
Tuesday Introduction to social media strategy: The
Perfect Storm!
Wednesday Part 1: Social media NGO cases
Part 2: Listening to and monitoring the
social media
Thursday Tool day: Learn about and try working with
the 14 most important social media tools
Friday Strategy day: Develop a social media
strategy for your organization or for
yourself

5. Podio – our collaboration platform

6. Podio – our collaboration platform
• Send an email to
peter@petersvarre.dk containing
your email address.
• (you will get an invitation to Podio)
• Create your Podio account
• Go to ”personal”
• Fill out the information

7. Social media
A perfect storm

9. Has your organization worked
with social media initiatives
within the last year?
Source: socialsemantic.eu

10. 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

11. The Result

13. Time to get serious!

14. Social Media is a
Perfect Storm

15. Core business
Organization Communication

16. Core business

17. Digitization
User Creation

18. 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

19. An example:
The Travel Business

20. There once was a
travel agency:

21. • Purchase of flight tickets,
hotel bookings etc.
= • Customization of trip
• Find the cheapest trip
• Trip advice

22. 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

23. Exercise

24. Spend 5 minutes with the person next to you and discuss
where your organization is placed in this model and what it
means for your core business

25. Communication

26. The old world
Recipient
Consumer
Media
Organi- TV Communi-
Message
zation Radio cation
Papers

27. Non-professionals
create products
Physical Digital
economy Economy
Only professionals
create products

28. CANON
Wikipedia User
reviews
CANON
Facebook
Website Blogs
Price
Twitter
comparison
Mobile
apps

29. Organization
Social
Youtube news
Organization
Facebook
website Blogs
Twitter LinkedIn
Slideshare

30. The conversation takes
place without the organizations

31. But
organizations
can become part
of this
conversation

32. 3 basic rules

33. Choose the right platform

36. Speak the language

38. Be interesting

39. Are you interesting?

40. Are you interesting?
• Why?
• When?
• To whom?

41. Are you interesting?

43. Do platforms exist and can we
use them?
Communication
strategy
Are your services interesting or
Can you speak the language?
can you make them interesting?

44. High involvement
• Co-creation of products
• Involvement in products
• Creation of new involving product
• Creation of involving campaign
• Digital mass-communication
Low involvement

45. Co-creation of products

49. Involvement in products

53. 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

54. Creation of new
involving product

57. Creation of involving
campaign

60. On Twitter, @Alyssa_Milano wrote "Are
you flirting with me, @oldspice guy?"

62. Digital mass-
communication

64. Organization

65. Your organization becomes transparent!

66. Blogs
YouTube Social news
LinkedIn
Facebook Micro media
Twitter Slideshare
Flickr

67. Pro: Contra:
1. More communication 1. You loose control of
your communication
2. Communication by
people who know their 2. People are not skilled
subject matter communicators
3. More genuine 3. People may say things
communication they are not supposed
to
4. Empowerment of
employees 4. People loose motivation
5. Knowledge flows into 5. People may spend too
the organization much time
communicating in social
media

68. Lunch break

69. Group or individual work
• How does digitization, user creation and
social media affect:
– What you do – your core business?
– How you communicate?
– Your organization
• When it comes to social media, what are
you doing today?
• Based on todays presentation what
possibillities do you see in social media?
Write a brief document and upload to Podio

70. Group discussion

71. Evaluation and update on Podio

72. 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