1. Social Strategy in the Perfect Storm
Presentation for Holm Kommunikation
13 April 2012

2. Man kan som læser både blive inspireret,
bekræftet og provokeret af Peters social media
bibel. Jeg blev alle tre ting. Bogen er nødvendig
læsning for dansk erhvervsliv.
Perspektiveringerne fra en trænet web 2.0
discipel som Peter er skarpe og både
intellektuelt og operationelt stimulerende.
Joachim Rubow, Koncernmarketingdirektør
Danske Bank Group
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

3. Has your organization worked
with social media initiatives
within the last year?
Source: socialsemantic.eu

4. Central coordination and
targeted planning
Sporadic initiatives
and no clear planning
We are testing
A couple of employees are
testing without a clear
deadline
Other
Source: socialsemantic.eu

5. The Result

7. Time to get serious!

8. Social Media is a
Perfect Storm

9. Digitization
User Creation

10. Non-professionals
create products
North West: North East:
Mass- The Eye of the
customization Perfect Storm
Physical Digital
economy Economy
South West: South East:
Traditional Digital Professional
economy services
Only professionals
create products

11. An example:
The Travel Business

12. There once was a
travel agency:

13. • Purchase of flight tickets,
hotel bookings etc.
= • Customization of trip
• Find the cheapest trip
• Trip advice

14. Non-professionals
create products
Customization of Trip advice
trip
Physical Digital
economy Economy
Purchase of flight
Price comparison
tickets, hotel
(Find the cheapest
bookings etc.
trip)
Only professionals
create products

15. Excercise

16. Spend 2 minutes with the person next to you and select a
company (maybe a client) and discuss where this company
is situated in the model

17. Communication
Strategy in the
Perfect Storm

18. The old world
Recipient
Consumer
Media
TV Communi-
Company Message
Radio cation
Papers

19. Non-professionals
create products
Physical Digital
economy Economy
Only professionals
create products

21. The conversation takes
place without the companies

22. But
companies
can become part
of this
conversation

23. 3 basic rules

24. Choose the right platform

27. Speak the language

29. Be interesting

30. Are you interesting?

31. When are you interesting?

32. Who finds you interesting?

33. Where are you interesting?

35. Do platforms exist and can we
use them?
Communication
strategy
Are your products interesting or
Can you speak the language?
can you make them interesting?

36. High involvement
• Co-creation of products
• Involvement in products
• Creation of new involving product
• Creation of involving campaign
• Digital mass-communication
Low involvement

37. Co-creation of products

39. Involvement in products

41. 5 Types of Involvement
1. Involvement around rating, comments and
improvement of products.
2. Involvement around service
3. Involvement around usage of products
4. Involvement around product conversations
5. Involvement around the creation of the
products

42. Creation of new
involving product

44. Creation of involving
campaign

47. On Twitter, @Alyssa_Milano wrote "Are
you flirting with me, @oldspice guy?"

49. Digital mass-
communication

51. DIY
on
www.denperfektestorm.dk/strategimodellen

53. Find this presentation on www.slideshare.net/petersvarre
petersvarre.dk
peter@petersvarre.dk
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