Tallinn SocialFest 2012

1. How do we create a winning
social media strategy?
Professor David Phillips FCIPR FSNCR

2. Strategically, you are very
intelligent.
•Online buyers in Western Europe
is nearing 138 million
•Increase in EU online sales this
year - 16.1% CRR research commissioned by Kelkoo
•72 % Estonian households have
access to Internet (only 20 % do not
use the internet)
• 376,800 Facebook users
• Estonia ranks high in terms of
Internet-readiness
•Estonia’s neighbours are also an
opportunity.

3. Fashion fans have one more reason to swap brick-and-mortar shops
for online retailers: a company in tech-savvy Estonia has come up
with a way to let you try on new clothes on your own computer.
•340 e-commerce enterprises
in Estonia last year
•70 million euros in online
sales 2010
•Sales revenue of online
vendors increased by 44%
year-on-year 2010
•21% of Estonians aged 16-74
have shopped online
http://phys.org/news/2012-04-estonian-robots-boost-global-online.html

4. •Consumer confidence is high
relative to rest of Europe
•Retailing is in better shape
than most other countries
•Online retailing would seem
to have big opportunities

5. Government understanding and support a growing
trend, which has advantages for the people and creates
business opportunities.
•Internet access in Estonia by age,
first quarter of 2011:
- 16-24 years old: 98.1%
- 25-34 years old: 96.4%
- 35-44 years old: 91.4%
- 45-54 years old: 76.5%
- 55-64 years old: 52.8%
- 65-74 years old: 25.0%
•Estonia is high among countries
using the internet for submitting
forms to public authorities: Denmark (70% of
internet users), the Netherlands (52%), Portugal (48%) and Estonia
(46%).
•Among the top global populations
to get information from websites of
public authorities: Denmark (86% of internet users),
Sweden (74%), Finland (65%), Estonia (62%).
• 6th most innovative country in
Europe
• Lots of free wifi

6. North Europe is taking to online
purchasing very fast.
•Europe's most active online
market, if replicated, shows
Estonia:
•Online, B2C will grow 18% in
2013
•Online B2B sales will grow 17%
2014
•All retailers need to be ready
•All businesses need to be
active
•To delay is not an option.

7. •Rank 7th in Europe for use of
social media
•http://www.newmediatrendwatch.com/regional-overview/103-europe?start=5
•Already 12.7% of population
shop using a smartphone.
•http://www.newmediatrendwatch.com/news/879-one-in-three-online-
shoppers-in-the-cee-region-owns-a-smartphone
•49.3% of online shoppers
bought travel and holidays in
2011
•By 2015 over 22% of all sales
in Estonia will be online.

8. Facebook is a long term, expensive
commitment and is, at best, a tactic.
We can see why the internet
interests YOU.
•Fastest growing part of the
economy
•Robust market
•Wired population
•Internet savvy population
•Social media aware population
•Its where the future money is!
Where do you start?

9. Many things to consider
•Defending corporate and brand
reputation
•Maintaining a balanced view –
the internet is important, social
media is important but it is
people with or without a
connected device who are
important.
•The media and devices (channels
and platfoms) are changing
rapidly – a solution today may be
out of date when snow next falls
in Tallinn.

10. The PC will be as romantic as a the Black Perl
(and as useful) by the end of the decade.
To be able to begin to create a
strategy:
1. Understand the internet
2. Understand what it is
doing to your organisation
3. Remember that
everything you do is
affected by
1. Transparency
2. Porosity
3. Agency
4. Richness
5. Reach

11. The Google Knowledge Graph, announced in May 2012.
•This means that the ever more porous organisation, will
have a Google bot crawling around making sense out of What the Internet does
all those company acronyms at the same time.
•The bot will get information, summarise it and make •Digitisation of so many functions
assumptions all on its own for all the world to see.
•Finally this clever capability is creating new facts.
offers considerable benefits for
the organisation.
•Social Media empowers
people, reduces cost and
enhances capability to serve all
stakeholders.
•Ensuring the C suite understands
and is on-board is vital.
•Changes how we work as the
Google Social Graph shows, is
another in a line of big changes.

12. Strategically
•First, think of the corporate
SMART Objectives
culture.
•Know your objectives
•Corporate objectives
•brand objectives
•In an interconnected
world, who are the
stakeholders?
•Ethics and standards, the law
and your position – companies
that don’t get found out.

13. Where does
Facebook, LinkedIn, Google+, Pinterest, Yo
uTube and Apps fit here? Simple steps
•Business objectives
•Remembering that:
•Internet and social media in not a communications channel –
it comprises cultural eco-systems
•The consumer has very good intelligence
•Be very honest about objectives.
•To optimise profitable sales using apropriate including social
media in the 2013 financial year.
•eMarketing objectives
•Who is your target , where do they hang out, what do they
do, what engages them, How to monitor and measure? What is
success?
•What are the platforms, which are the channels, how well do
they perform, what is standard, what is original, what is
creative, how to monitor and measure? What is success?
•Strategy
•The mix of on and offline interactions, platforms and channels.
Timescales. Brand protection.
•The consumer value proposition (what do they get). How to find
your brand (advertising, SEO, Social Media). Why should
consumers invest time and effort. When.
•Plan B – issues planning capability (AND budget)
•Measurement and ROI requirements
•Implement with tactical tools
•Right platforms and channels, proper resourcing, effective
monitoring and measuring.
•No excuses
•Sometimes in this new world, we get it wrong. Learn and move
on.

14. Some issues you will meet on the way
•In-house or outsource?
•T’s and C’s – don’t get banned from
Facebook!
•Internal systems, briefing and internal
social media management (and don’t forget
company email!)
•Time shifted news and views. Some people
find out about what you are doing early and
others discover your campaign months
after its all over.
•All this is global. Expect to have people
engage from Mars and Venus.
•There will be stress points (e.g. Product
delivery times).
•Be sure to have effective and easy
communications channels in place for your
consumer community (Twitter is one, but
you may want to use others).

15. What we know.
• Useful techniques •Online B2C and B2B sales are
growing very fast.
•The online economy is growing
very fast
•Estonia is very advanced in its
• Updates about the internet use of the internet, social media
and marketing and mobile technologies.
•By 2015 over 22% of all sales in
Estonia will be online.
•If your organisation is not
already involved, it is time to
catch up.

16. But the time for experimentation is What we know
beginning – keep an open mind •The time for experimentation is
past
•Online marketing has to be
structured and integrated
•Like most management activity
there is a need for
professionalism to guard against
mistakes and recover from
mishaps
•Social media is not a channel for
communication it is a series of
social eco-systems.
•There is a real need for
planning, management, monitori
ng and reporting.

17. Your turn
•Questions.

18. The Beginning