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Media has changed “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.
Youtube Videos m Bandwidth: 2007
YouTube = 2000 Internet 1.2 million consumer generated videos in 2007 26.5 million corresponding comments 22 billion views, up 70% (source: Accustream iMedia Research) 26,500
We now know the truth
76% don’t believe that companies tell the truth in advertisements Source: Yankelowich
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)
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
Try and control this? 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
Bullseye Social Media services Listen
Research : opinions in real time Risk Awareness Insights Social Media Audit Permission to Engage Social Media Monitoring Strategy Monitoring development Insights reporting Training 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.
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
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.
Influence “Measuring the results of
how you effect social media, then using that insight to stimulate conversations that make it easier for people to recommend and sample your products” Ian Farmer BULLSEYE
Bullseye’s 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)