richard von kaufmann mps breakfast seminar presentation 2 october 2014
DESCRIPTION
How to empower your experts to communicate company values and expertise – with a focus on social media.TRANSCRIPT
Empowering experts to communicate company
expertize and values Richard von Kaufmann // 2.10.2014
Who’s talking? @richievk @zipipop
Vaikutustoimisto Zipipop Freud yhdistää viestinnän, digitaalisen maailman ja
sosiaalisen median luodakseen vaikutuksia oikeissa kohderyhmissä.
Vaikutustoimisto Zipipop Freud
(Networks Business)
SOSIAALINEN MEDIA
VIESTINTÄ
PR
SUUNNITTELU
VIESTINTÄSTRATEGIAT
MARKKINOINTIVIESTINTÄ
LOBBAUS
SOSIAALISEN MEDIAN STRATEGIAT
SISÄLTÖSUUNNITTELU
ASIAKASPALVELU
KAMPANJAT
KOULUTUS
Palvelut
ASIANTUNTIJAPROFIILIT
SOSIAALINEN (SISÄINEN) YHTEISTYÖ
KUUNTELU & OSALLISTUMINEN
YHDISTELMÄ
By 2025
* Software Consortium: Preparing for the 40 Million Millennials in the Workforce
75%Global Workforce will be
digital natives
The brightest and the best
"If any organization wants to hire the brightest and the best from around the world the internal social reality of that organization is going to have to mirror the social reality of the web.”
Gary Hamel, BBC Global Business May, 2010
Gary Hamel is ranked as one of the world's most influential business thinkers.
Internet culture
● flat
● open (visible)
● authentic
● meritocratic
● flexible
Internet culture
● flat
● open (visible)
● authentic
● meritocratic
● flexible
Experts represent core competences
Jony Ive is Apple’s high profile lead designer
The best attract the best
But only if they are visible
Increasing social gravity
experts
employees
external experts / influencers
customers
potential customers
the more emotional density (i.e. people engaging)
the stronger the brand’s gravitational pull
Inspired by Daniel Goodall’s Social Gravity Model http://danielgoodall.com/2009/04/27/social-gravity-and-emotional-density/
Unstructured approach
A clear strategy enhances the impact
Zipipop Freudin kultainen kolmio
Why you need a social media strategy
You need to have clear goals before you can measure the impact.
Zipipop Freud Influence Grid
Who is importantWhat’s important to
them Type of relationship AttitudePerception to
enhance
resellers help in sales buddyfor: Agile and friendlyAgainst: inflexibility great selling support
end-userseasy to usereliabilityhi-tech
supportivecolleague
For: proud of their workAgainst: careless work
will help me be top of the top
KPI tracking exampleZipipop Freud is currently working with Lassila&Tikanoja to enhance its employer reputation perception by using social media to highlight the diverse and sophisticate work it does and to profile real employees.
Reach (channel-level engagement) Tactical (goal-orientated content engagement)
Brands with attitude do consistently better
What is attitude?
Attitude = Values in actionRami Saarela 2013
Liberating staff to be personable Social media is driving the need to respond ever quicker.Social media rewards authentic and personable interaction.Engaging with individuals attracts the masses.
What makes for a good employee
KnowledgeExperience
Attitude
Amazon bought Zappos for 1.2 billion
Zipipop Freudin expert profiling
It takes time…
But for the expert profiling and social media marketing you need to generate content right away regardless.
How do we do it in practise?
Zipipop Freudin malli
ProactiveLatent
“waiting” Reactive
Give people answers when they
have needs
Push your message when you need to
Engage when people are interested
Zipipop Freudin malli
Proactive
Push your message when you need to
“Search engine communication” — Timo Nurmi
Latent“waiting”
Zipipop Freudin malli
Reactive
Engage when people are interested
The New Marketing Mix
SoMe-seuranta
LATENTTI
REAKTIIVIINEN
PROAKTIIVINEN
viestinnän vaikutuksen seuranta
Mitä kysytään? (Mitä tietoa tarvitaan?)
nopea vastaaminen
sisältömarkkinointi
päätöksiin vaikuttaminen
asiakaspalvelu
yleiset keskustelut
How to lose a lead in 60 seconds
Searches web & social media (blogs, LinkedIn, Facebook, Twitter, etc)
Finds relevant material e.g. price, location, etc
According to Forrester, B2B customers have gone through 60-90% of their decision making process before even contacting a company.
Asks can I trust this company / product?
Need or desire (timing unknown)
Purchase made easy online
Becomes a (loyal) customer
If any of these steps are missing the potential
customer will lose interest and move on to the
competitors
How to lose a lead in 60 seconds
Searches web & social media (blogs, LinkedIn, Facebook, Twitter, etc)
According to Forrester, B2B customers have gone through 60-90% of their decision making process before even contacting a company.
Asks can I trust this company / product?
Need or desire (timing unknown)
Purchase made easy online
Becomes a (loyal) customer
It is especially crucial that they find some initial
relevant material.
Cost
ofMissedOopportunities
As well as the investment needed to produce relevant, entertaining and useful content you also need to consider the Cost of Missed Opportunities – if the company is not visible with the right content potential recruits are likely to move onto the competitors.
After the seminar do at least these
Make sure you do at least these steps1. Define the topics your company really needs to be on top of in the discussions
● Are your experts talking about those topics in all the relevant channels?
2. Benchmark the competition● If you don’t do it your competitors will — maybe
they are already ahead of you
3. Build a process model to systematically support your employees and experts
● Finnish experts don’t typically market themselves even if they are best in their field — HR and communications need to support them
Using borrowed images in social media
● ask permission
● hyperlink back to the source
● use the creator's name
● start with Creative Commons
● consider what is commercial usage
● inspired by / based on when adapting
“Societal” values in action
A bit of fun: Good example of viral content beneficial to HR https://www.youtube.com/watch?v=aXLqXpoaMbg
Over 143,000 views
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