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Creating the Buzz FBP 24th Sept 2010
1. Creating the Buzz Social Media for Sustained Business Growth Dr. Jim Hamill jim.hamill@ukonline.co.uk Alan Stevenson ast3v3nson@gmail.com September, 2010
2. Agenda Social Media in Action Key Things to Remember about Social Media ‘Getting There’
4. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
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14. Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.
57. The Essence of Social Media It’s social A key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet Power shift Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success Declining effectiveness of traditional approaches Does anyone listen to sales/brand messages anymore?
58. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
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60. The Essence of Social Media Pull v push Consumers/users decide what information they wish to access New ‘mindsets’ are required Marketing as a conversation with your customers, a conversation with your network – dialogue not broadcasting But this is something that most of us are not very good at doing We prefer ‘telling’ people SM ‘winners’ and ‘losers’ ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
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63. The Essence of Social Media New performance measures Requires new performance measures Quality of your network Relationship strength Ability to leverage Social media monitoring tools Redefines the concept of a web site The need for new business/marketing models
66. Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
67. Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking Social Media Monitoring Tools –Audit, Assess, Impact
68. Business Impact The need for new business/marketing models Traditional approach: Product development – Differentiate – Market and Promote - Sell New model based on: Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally Engage and energise ‘Create the Buzz’
69. Bob Dylan Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’
76. The key social media actions and initiatives required for ‘getting there’
77. Organisational, people and resource issuesEnsure that your social media strategy is fully aligned with and supportive of your overall strategic goals and objectives with clear targets and ROI criteria