Use the Social Media in your On Line Communication... 1. When the Web became social 2. How the Web became social 3. How do the others do - benchmark? 4. Which social media can I best use? 5. Which are my audiences? 6. What are my communication goals? 7. The launch!

1. Better information on line,
better user experience...
Use the social media in your communication strategy
We are The Words
1

2. About We Are The Words
 Cross Media Content Strategy
 Content Providing
 Information Architecture
 Seminars & Conferences
 Usability tes=ng
We are The Words
2

3. Use the social media in your communication strategy
http://socialnomics.net/video/ We are The Words
3

4. Better information on line,better user experience...
Use the social media in your communication strategy
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
4 We are The Words
4

5. Better information on line,better user experience...
Use the social media in your communication strategy
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
5 We are The Words
5

6. When The Web Became Social
6 We are The Words
6

7. When The Web Became Social
User & user groups
• Technology • Create
• Interaction
• Content Creation = WEB 2.0 = •
•
Organize,
Tag,
• Amend & recommand,
• Reinvent.
7 We are The Words
7

8. When The Web Became Social
FROM MEDIA TO SOCIAL MEDIA:
-> Collective intelligence
-> Crowdsourcing
-> Folksonomie
-> Social bookmarking
-> Social networking
8 We are The Words
8

9. When The Web Became Social
9 We are The Words
9

10. When The Web Became Social
“ ... empower the user to
contribute to developing,
rating, collaborating on and
distributing content... ”
http://www.oecd.org/dataoecd/57/14/38393115.pdf
10 We are The Words
10

11. When The Web Became Social
“ ...amateur users contribute
online material in a similar
manner than traditional
authors... ”
Quantitative Analysis of User-Generated Content on the Web
www.ra.ethz.ch/WWW/www2008/ws-workshop/WebEvolve2008-03.pdf
11 We are The Words
11

12. When The Web Became Social
12 We are The Words
12

13. http://www.ebizmba.com
13
13

14. When The Web Became Social
Collective intelligence
Crowdsourcing
Folksonomie
Social bookmarking
Social networking
14 We are The Words
14

15. When The Web Became Social
15 We are The Words
15

16. How The Web Became Social
THE MASLOW PYRAMID
16 We are The Words
16

17. How The Web Became Social
THE MASLOW PYRAMID
17 We are The Words
17

18. How The Web Became Social
= WEB IS A MEDIA =
18 We are The Words
18

19. Web Is A Media
19 We are The Words
19

20. Web Is A Media
20 We are The Words
20

21. Web Is A Media
21 We are The Words
21

22. Web Is A Media
22 We are The Words
22

23. User Gets The Power
We are The Words
23

24. User Becomes The Media
We are The Words
24

25. The user becomes the media
❶ ❷ ❸
❻
We are The Words
25

26. Are You Ready To Use Social Media?
1. What do you do and why, in your words (not a vision statement)? On what could
you, as a business, spend more time, energy, and focus?
2. Are you passionate about your role? If so, why? If not, what would help you be?
3. What goals do you have for your role this year? How do you hope to impact the
success of your department? The company?
4. How would you describe the culture of our organization?
5. How do you use the internet in your work life? In your personal life? Where are
the overlaps?
26 We are The Words
26

27. Are You Ready To Use Social Media?
1. How do you use the internet in your work life? In your personal life? Where are the
overlaps?
2. How do you believe Cefic’s staff uses the internet for their work? Have you heard ideas
or feedback for ways they’d like to use it more or differently to do their jobs better?
3. Where do you turn when seeking resources or information about your organisation’s
influence/impact? About your stakeholders opinion?
4. What do your audiences seek from you?
5. If you could ask your audiences whatever they wanted, what questions are on your
mind? What would you like to know about them and their relationship to your
organisation ?
27 We are The Words
27

28. Are You Ready To Use Social Media?
1. Do you think your brand presentation aligns with your reputation as an organisation?
Why or why not?
2. What kind of communication or promotion do you think you do really well? What’s
gotten you excited about the way you present your organisation and why?
3. How well do you think you communicate with audiences overall ? Do you solicit their
feedback ? and how? What strengths and gaps do you see? Does it impact you, and if
so, is it for better or worse?
4. What sorts of measures do you use in your current role to evaluate the success or
impact of your organisation?
5. What’s your perception about social media based on what you know/have heard/have
read? And what is the perception of the organisation about these?
28 We are The Words
28

29. How Do You Use Social Media?
If you’re on Facebook, how long are you on it?
What do you do there?
How many pages do you go to?
What type of content do you share?
What type of content do your “friends” share?
If you’re on Twitter, how long are you on it?
What do you do there?
How many profiles do you follow?
What type of content do you share?
What type of content do your followers/the people you follow share?
If you’re on LinkedIn, how long are you on it?
What do you do there?
How many contacts do you have?
What type of content do you share?
What type of content do your contacts share?
29 We are The Words
29

30. Which Tools?
Type Description Example Added value
Highly popular syndication format that allows Virtually ubiquitous on blogs and most Can be used to provide updates on corporate
users to subscribe to any mainstream media websites, Used information or team activities. Also useful
RSS updates of content or project activities. extensively to keep updated on news. for assisting audiences to access thought
leadership content.
Making videos available for download, either YouTube and other video sites have become Videos can be used for communication
to anyone on the Internet or a defined extremely popular ways of sharing videos. to stakeholders for content updates,
Video audience. Videos are usually short with learning programs, and sharing
limited expected quality. of social activities.
Short (usually maximum of 140 character) By far the most popular micro-blogging Several organizations are now
updates that people can subscribe and platform is Twitter, which has grown providing micro-blogging
Microblog respond to, building broad-based dramatically since its birth in 2006. systems internally & externally.
conversations.
Online community in which people create While Facebook is the most Social networks give visibility, facilitate
Social Network personal profiles and share information popular social network, there are also many social interaction and trust-building among
with their friends and contacts. others, more specific (LinkedIn). audiences.
Notation of on-line sources (webpages, video Del.icio.us and other social bookmarking If broadly adopted, social bookmarking helps
clips, pictures, text files, etc.) as favorites in tools are highly popular, and cansignificantly staff to find relevant information and reduce
Social Bookmarking a public or semi-public space. impact the visibility of the organization. duplication of research.
30 We are The Words
30

31. Which Tools?
http://namechk.com/
31 We are The Words
31

32. Which Tools?
32 We are The Words
32

33. Which Tools?
33 We are The Words
33

34. Which Tools?
http://twitter.com/plasticpossible
http://twitter.com/TRInternational
http://twitter.com/chemicalweek
http://twitter.com/AmChemistry
34 We are The Words
34

35. Which Tools?
We are The Words
35

36. Which Tools?
http://www.alexa.com/siteinfo/
We are The Words
36

37. Which Tools?
72% users created their account between January & June 09
85% of users posted less than a tweet/day
http://www.sysomos.com/insidetwitter/
We are The Words
37

38. Which Tools?
21% of the users never published anything
50% of the users publish less than once a week
94% of the users have less than 100 followers
We are The Words
38

39. Which Tools?
• 5% of the users generate 75% of all Twitter activity
• 10% generates 86% of the Twitter activity
We are The Words
39

40. Which Tools?
• The more followers a User has, the more he/she’ll
tweet
We are The Words
40

41. Which Tools?
We are The Words
41

42. Which Tools?
http://twitter.com/chemicalweek http://twitter.com/WesterveltCW
42 We are The Words
42

43. Which Tools?
43 We are The Words
43

44. Which Tools?
http://www.alexa.com/siteinfo/
44 We are The Words
44

45. Which Tools?
http://www.andersonanalytics.com/index.php?mact=News,cntnt01,detail,
0&cntnt01articleid=52&cntnt01origid=16&cntnt01detailtemplate=newsdetail
.tpl&cntnt01dateformat=%25m.%25d.%25Y&cntnt01returnid=46
http://www.slideshare.net/erickschonfeld/linkedin-demographic-data-jun08-presentation
45 We are The Words
45

46. Which Tools?
http://www.andersonanalytics.com/litype/
46 We are The Words
46

47. Which Tools?
47 We are The Words
47

48. Which Tools?
48 We are The Words
48

49. Which Tools?
1. LinkedIn Applications:
▪ What you are currently reading: You can communicate what books your reading, which shows
how well read you are.
▪ Travel schedule: This allows you to meet up with other LinkedIn professionals in your network.
▪ Blog/ Wordpress integration: You can integrate a blog on your profile page as well. If your profile
is keyword optimized, you get a lot of traffic and in turn more traffic back to your website from
displaying the blog application.
2. Status Update Tool: Simply by communicating short messages or updates on what CEFIC is doing,
you can drive significant exposure to your organization. Links to websites, articles, or blogs can
nourrish your updates. The best way to shorten the links is through Bit.ly link (shorten which include
real time analytics).
3. LinkedIn Mobile: If your audiences have a blackberry, Palm, or Iphone this is a great application
to keep up to speed with their LinkedIn network and enter status updates just go to m.linkedin.com
on their phone to begin using the application.
4. PingFM: This is a great tool not just related to LinkedIn, however it can integrate across most
social platforms to push out your status updates in one single place saving you vast amounts of
time. Learn more at www.Ping.fm
49 We are The Words
49

50. Which Tools?
We are The Words
50

51. Which Tools?
http://www.alexa.com/siteinfo/
We are The Words
51

52. Which Tools?
52 We are The Words
52

53. Which Tools?
53 We are The Words
53

54. Which Tools?
54 We are The Words
54

55. Which Tools?
55 We are The Words
55

56. Which Tools?
56 We are The Words
56

57. Which Tools?
http://www.alexa.com/siteinfo/
57 We are The Words
57

58. Which Tools?
58 We are The Words
58

59. Which Tools?
59 We are The Words
59

60. Which Tools?
60 We are The Words
60

61. Which Tools?
61 We are The Words
61

62. How To Use Them?
62 We are The Words
62

63. Inform, Promote, Convert?
Inform Promote
Convert
63 We are The Words
63

64. Inform, Promote, Convert?
Inform Promote
Convert
64 We are The Words
64

65. Inform, Promote, Convert?
Inform Promote
Convert
65 We are The Words
65

66. Defining Your Strategy
Analysis & Benchmarking
How do the others do it?
Why do the others do it?
Internal actors
Objectives = inform, promote, convert?
Roles, needs, resources
External targets
Define your audiences = Personas
How to engage them
How to interact with them
Editorial strategy
66

67. How Do The Others Do It?
- There is no “one right way”.
- What is most valuable will vary depending on the organization.
- Some things work and some don’t.
- There always may be better ways.
67 We are The Words
67

68. How Do The Others Do It?
• Are there already on line services similar to what I wanted to
set up?
• Will I be able to update & develop the service if necessary?
• Will this service be relevant & consistent with the organization
visibility & communication strategy?
• Which ressources will be necessary (people, content, design,
advertising, ...)
68 We are The Words
68

69. Why Do The Others Do It?
To
Establish/develop contact with communities
Engage & measure community beliefs/ideas/desires
Instantly communicate with the communities
Make the audiences grow fast
69 We are The Words
69

70. Why Do The Others Do It?
Public Relations
Audiences Support
Market Research
Brand Marketing
Launches/New Publications
Consumer Education
Events
Project Development
Customer Relationship Management
70 We are The Words
70

71. How Do The Others Do?
71 We are The Words
71

72. How Do The Others Do?
72 We are The Words
72

73. How Do The Others Do?
73 We are The Words
73

74. YOUTUBE
74 We are The Words
74

75. TWITTER
75 We are The Words
75

76. LINKEDIN
76 We are The Words
76

77. FACEBOOK
77 We are The Words
77

78. DELICIOUS
78 We are The Words
78

79. Analysis & Benchmarking
- Where the relevant conversations are taking place?
- Who’s participating?
- What they’re saying and the tone of the discussions?
- What specific information they’re looking for?
- What are the patterns of behavior within your specific communities?
79 We are The Words
79

80. Defining Your Strategy
Internal actors
Objectives, roles, needs, resources
Competencies & affinities with the tools
We are The Words
80

81. Internal actors
We are The Words
81

82. Defining Your Strategy
External targets
Define your audiences
How to engage them
How to interact with them
82

83. Defining Your Strategy
Let us examine the 4 CEFIC personas
Which one(s) are your personas?
Which are their communication channels/needs?
Wich social media do they use?
How would they use your social media (and
which ones more than the others?)
83

84. Better information on line,better user experience...
Use the social media in your communication strategy
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
84 We are The Words
84

85. Targets & Personas
85

86. Targets & Personas
86

87. Targets & Personas
87

88. Targets & Personas
88

89. Targets & Personas
89

90. Better information on line,better user experience...
Use the social media in your communication strategy
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
90 We are The Words
90

91. Which Social Media To Reach Them?
Inform Promote
Why, at CEFIC, would you use
- An RSS feed
- Facebook
- Twitter
- LinkedIn
- YouTube
- Delicious
Convert
91 We are The Words
91

92. Which Intent?
Knowing your intent drives which path you take.
•Improve awareness and open communication about your organization?
•Reach new audiences and open channels for membership or servicing?
•Use these tools as collaboration platforms?
•Informational communication?
•Virtualizing your brand?
•...
92 We are The Words
92

93. Which Message?
From the “4P” to the “4 C”
Consumer wants and needs (vs. Products)
You can't develop products and then try to sell them to a mass market. You have to study consumer wants and needs and then attract consumers one
by one with something each one wants. Author of the movie Field of Dreams, J.P. Cancilla may have exclusive rights to the phrase "build it and they
will come". In most cases, you have to find out what people want and then "build" it for them, their way.
Cost to satisfy (vs. Price)
You have to realize that price - measured in dollars - is one part of the cost to satisfy. If you sell hamburgers, for example, you have to consider the
cost of driving to your restaurant, the cost of conscience of eating meat, etc. One of the most difficult places to be in the business world is the
retailer selling at the lowest price. If you rely strictly on price to compete you are vulnerable to competition - in the long term.
Convenience to buy (vs. Place)
You must think of convenience to buy instead of place. You have to know how each subset of the market prefers to buy - on the Internet, from a
catalogue, on the phone, using credit cards, etc. Lands End clothing, Amazon Books and Dell Computers are just a few businesses who do very well
over the Internet.
Communication (vs. Promotion)
You have to consider the communication instead of promotion. Promotion is manipulative (ouch!) - it’s from the seller. Communication requires a
give and take between the buyer and seller (that's nicer). Be creative and you can make any advertising "interactive". Use phone numbers, your web
site address, etc. to help here. And listen to your customers when they are "with" you.
93 We are The Words
93

94. Which Editorial Chart?
CF. General Motors :
Blogger Policy
1. We will tell the truth. We will acknowledge and correct any mistakes promptly.
2. We will not delete comments unless they are spam, off-topic, or defamatory.
3. We will reply to comments when appropriate as promptly as possible.
4. We will link to online references and original source materials directly
5. We will disagree with other opinions respectfully.
94 We are The Words
94

95. Better information on line,better user experience...
Use the social media in your communication strategy
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
95 We are The Words
95

96. Prepare The Tools
✓ Give your tools a “name”
✓ Login / Passwords
✓ E-mails
✓ When creating the tools
✓ Editorial Chart
✓ How to prepare them (content, design, on line publishing)
✓ How/When communicating on their launch
✓ How communicating on their existence?
96 We are The Words
96

97. Check-list # 1
1. Know your business.
2. Know your target audiences.
3. Know your competition.
4. Know your objectives.
5. Know how to measure your results.
6. Know your help.
7. Trust your help.
97 We are The Words
97

98. Check-list # 2
98 We are The Words
98