We are living in challenging (economical) times. This presentation deals with how social media can and should be used to help you and your company deal with crisis and challenges.

1. Social Media
In times of
economical crisis
jo@dearmedia.be
@jcaudron
vrijdag 29 juni 12 1

2. • a digital consulting company
• founded in 2009 by Jo Caudron
• our mission is to help you finding a
new balance between the certainties
of your traditional business and the
opportunities of innovations in
(digital) media
• our scope is everything in the digital
space, with focus on social, mobile,
tablets, location, connected TV,
new radio, ...
• We work for large European clients
@jcaudron
vrijdag 29 juni 12 2

3. Our Services
Presentations,
Custom Social Media Social Media
Trainings &
Consulting FireStarter KickStarter
Workshops
Public and in-house A variety of consulting The proven A pragmatic, fast and
presentations, and advisory services, methodology to efficient way to
trainings or tailored to the specific thoroughly prepare kickstart social media
workshops. needs of our clients. any organization for strategy in your
social media: company.
Topics: Range: • strategy
• social media • strategy development Format: a limited set
• fixing the media development • concepts and of strategy and
• mobile and tablets • concept translation architecture concept workshops,
• entrepreneurship • RFP assistance and • processes and aimed at rapidly
vendor selection workflow orienting our clients.
• boardroom advice • team formation
• business case • trainings, coaching
development • tools, monitoring, ...
• change management
@jcaudron
vrijdag 29 juni 12 3

4. I don’t
have to
tell you
about
social
media,
do I?
vrijdag 29 juni 12 4

5. vrijdag 29 juni 12
Radio
TV
Print
Billboards
From ...
DM
Social Media
Marketing & Communication
“Social” is becoming mature
Sales
Service & Support
... to
HR
IT
Social Business
PR & External Commun.
R&D & Enterprise 2.0
5

6. @jcaudron
vrijdag 29 juni 12 6

7. Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Connectivity
@jcaudron
vrijdag 29 juni 12 7

8. We are living
in times of crisis
vrijdag 29 juni 12 8

9. Economy Banks Media Climate ...
We are living
in times of crisis
vrijdag 29 juni 12 9

10. People are scared
vrijdag 29 juni 12 10

11. Budgets are being cut
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12. (Large) projects are frozen
vrijdag 29 juni 12 12

13. Are your
social media
budgets frozen
too?
(Large) projects are frozen
vrijdag 29 juni 12 13

14. Well, they
shouldn’t ...
(Large) projects are frozen
vrijdag 29 juni 12 14

15. It’s happening anyway.
It’s not something you
decide, it’s the public that
embraces it and forces us
into it.
vrijdag 29 juni 12 15

16. Social Media in times of
(economical) crisis
vrijdag 29 juni 12 16

17. Honesty Transparency Authenticity Responsiveness
The essence of social.
Does this help in a crisis?
vrijdag 29 juni 12 17

18. Can we apply our FireStarter approach to the crisis?
7C’s Strategy
The proven methodology
Vision on
to thoroughly prepare impact
any organization for
social media: Response
on Vision
• strategy development
• concepts and architecture Scope: 7C’s of
• processes and workflow Engagement
• team formation
• trainings, coaching Objectives,
• tools, monitoring, ... KPI’s
Digital/Social
Assets &
Architecture &
Flows
vrijdag 29 juni 12 18

19. 7C’s Strategy
Vision on
impact
Response
on Vision
Scope: 7C’s of
Engagement
Objectives,
KPI’s
Digital/Social
People will not stop using the internet and social. Assets &
Architecture &
They have a voice now, and will continue to use it. Flows
vrijdag 29 juni 12 19

20. 7C’s Strategy
Vision on
impact
Response
on Vision
Scope: 7C’s of
Engagement
Objectives,
KPI’s
Digital/Social
Change of attitude and processes Assets &
Architecture &
Customer Centricity Flows
vrijdag 29 juni 12 20

21. 7C’s Strategy
Vision on
impact
Response
on Vision
Scope: 7C’s of
Engagement
Objectives,
KPI’s
Digital/Social
Assets &
Architecture &
Flows
vrijdag 29 juni 12 21

22. Crisis
Be sure: people
will use social to
attack you, your
company, your
products, your
decisions.
Deal with it.
vrijdag 29 juni 12 22

23. Care
Care is crucial in
social
Care for customers
you already have
They will get you
through the crisis.
vrijdag 29 juni 12 23

24. Closeness
Care²
Be real
Approach and be
approached
vrijdag 29 juni 12 24

25. Context
Listen and learn
To be better and
more responsive
To be smarter
and faster than
the competition
vrijdag 29 juni 12 25

26. Collaboration
Work together with your
market
Ask them what they want
Build what they will surely
buy (because they told you
so)
vrijdag 29 juni 12 26

27. Content
Social is ideal to spread
(great, inexpensive,
relevant) content
And if they like it, they will
seed it themselves
But first get the
(responsive) basics right
vrijdag 29 juni 12 27

28. Conversion
Social is no place for hard-selling
Do all of the above (crisis, care,
closeness, context, collaboration,
content) right and you will sell
Based on trust, loyalty, respect,
mutual understanding, buy-in, ...
vrijdag 29 juni 12 28

29. Your main objective?
7C’s Strategy
Vision on
impact
Response
on Vision
Scope: 7C’s of
Engagement
Objectives,
KPI’s
Digital/Social
Assets &
Architecture &
Survival! Flows
vrijdag 29 juni 12 29

30. 7C’s Strategy
Vision on
impact
Response
on Vision
Scope: 7C’s of
Engagement
Objectives,
KPI’s
Digital/Social
Assets &
Architecture &
Use them wisely Flows
vrijdag 29 juni 12 30

31. me
You should be fan of your audience, not the other way around!
@jcaudron
vrijdag 29 juni 12 31

32. DearMedia,
twitter.com/DearMedia // twitter.com/jcaudron // twitter.com/dadovanpeteghem
linkedin.com/in/JoCaudron // linkedin.com/in/DadoVanPeteghem // linkedin.com/in/FlorencePeres
facebook.com/DearMedia
youtube.com/DearMedia
slideshare.com/DearMedia
@jcaudron
vrijdag 29 juni 12 32

33. Social Media
In times of
economical crisis
jo@dearmedia.be
@jcaudron
vrijdag 29 juni 12 33