2. Who is who?
What is social media and strategy anyway?
The new media landscape - deportalization
How to act in this landscape - five strategies
Lunch
The five strategies - continued
How to develop a strategy
Organizational challenges
09.00
09.15
10.00
11.30
12.15
13.00
13.30
14.45
THIS DAY
105. TEAM WORK
- How involving is your product?
- Are there subjects around your
product that are involving?
- Which strategy or strategies
would be relevant for you?
- Can you think of any way to
act upon this strategy (a
concept)?
110. GUIDING POLICY COHERENT ACTIONDIAGNOSISWe are not sufficiently
visible on search engines
Create conversation on
an internal platform
when people are already
involved in the subject
Build a Q&A functionality
into the existing
information website
111.
112. GUIDING POLICY COHERENT ACTIONDIAGNOSIS
Our target group is
extremely difficult to
reach with regular
media
Use an external
platform to make our
customers share their
experiences with our
highly involving product
Start a Facebook-page
and an Instagram
profile. Use hash tags.
Encourage people to
share videos and photos
113.
114. GUIDING POLICY COHERENT ACTIONDIAGNOSIS
We are a fairly unknown
start-up business
without a big marketing
budget
Use our existing
customer service to
listen and participate
and create surprisingly
good customer
experiences
Buy a social media
listening tool and
educate your service
reps to go the extra
mile
117. PROBLEM
TRADITIONAL ADVERTISING FOR THE PUBLISHING HOUSE IS
BECOMING INCREASINGLY INEFFECTIVE. PEOPLE DO NOT BUY
BOOKS BECAUSE OF A PRINT AD IN “WEEKEND-AVISEN BØGER”,
BUT MORE AND MORE BECAUSE OF RECOMMENDATIONS FROM
FRIENDS - VERY OFTEN IN SOCIAL MEDIA.
118. ANALYSIS
OUR METRICS TOOL REVEALS THAT WE HAVE RELATIVELY
FEW VISITORS ON OUR WEBSITE AND ONLINE SURVEYS
SHOW THAT IT IS AUTHORS AND NOT READERS WHO VISIT
OUR WEBSITE.
120. GUIDING POLICY
BOOKS AND AUTHORS SHOULD BE THE STARTING POINT FOR CREATING
INVOLVEMENT WITH READERS
(IF WE GET THEM INVOLVED, THEY WILL START TALKING ABOUT BOOKS
AND AUTHORS AND IF THIS HAPPENS ON SOCIAL MEDIA WE WILL
BECOME PART OF THE SOCIAL MEDIA CONVERSATION)
121. COHERENT ACTION
CREATE LINKS BETWEEN BOOKS AND THE DIGITAL WORLD
TRAIN AUTHORS IN THE USE OF SOCIAL MEDIA
GIVE AUTHORS TOOLS TO EFFECTIVELY USE SOCIAL MEDIA
122. Nyhedsbrev
• Emne
• Forfatter
• Bog
• Etc.
Facebook:
Strategi:
•Generel tilstedeværelse
•At være en “hub” for indhold
om bøger og forlaget
Instagram:
Strategi:
•Lyttende tilstedeværelse
•At være til stede via
medarbejdere og forfattere
Twitter:
Strategi:
•Lyttende tilstedeværelse
•Indhold er primært copy-
indhold fra Facebook
Forfatterside
• Blog
• Facebook
• Instagram
• Twitter
• Kommentarer
• Bøger
• Trailer
• Foredrag
• Abonnér på
nyheder om
forfatteren
Bog 1
• Anmeldelser
• Læseranmeldel
ser
• Kommentarer
• Køb bogen
• Abonnér på
nyheder om
bogen
Bog 2
• Anmeldelser
• Læseranmeldel
ser
• Kommentarer
• Køb bogen
• Abonnér på
nyheder om
bogen
Kommende bog
• Nyheder
• Hash tags
• Links
• Abonnér på
nyheder om
bogen Events
• Foredrag
• Signeringer
• etc.
Facebook
Instagram
Egen blog
Twitter
Pinterest
Andre relevante
platforme
Emneuniverser:
•A
•B
•C
Bloggerne og det store internet
Læsegrupper
Overvågning
Kommentarer/
Anmeldelser
Nyhedsbrev
Kommentarer
Anmeldelser
Forfatteropkvalificering
•Undervisning
•Sparringsgrupper
•SoMe kontaktperson hos
forlaget
Forfatter SoMe handlingsplan
•Opstartsmøde
•Udarbejdelse af plan
•Løbende opfølgning
Webside
126. Involvement
High
Low
Co-creation of products
Involvement in products
Creation of new involving product
Creation of involving campaigns
Old school marketing
Demand a high degree
of organizational
change
Demand a low degree
of organizational
change
150. The steering group should involve all
relevant functions in the organization:
•Management
•HR
•Communications/PR
•Marketing
•IT
•Innovation departments
•Product development