strategier i de sociale medier
DESCRIPTION
En præsentation til konferencen ÅRGANG 2012 - MARKEDSFØRING TIL NÆSTE GENERATIONS FORBRUGERE om strategier for at arbejde med sociale medier.TRANSCRIPT
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Strategier i de sociale medier
ÅRGANG 2012 - MARKEDSFØRING TIL NÆSTE GENERATIONS FORBRUGERE
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Hvad betyder de nye forbrugere for vores forretning og kommunikation?
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En lille anekdote
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Hvad skete der?
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To ting!
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Digitalisering Brugerskabelse
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Digitalisering
1975 1978 1981 1984 1987 1990 1993 1996 1999 2002 2005
1000
100
10
1
0,1
0,01
0,001
0,0001
Prisen på en transistor
Logaritmisk skala, Index år: 1987
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Brugerskabelse
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Vi skaber derfor er vi
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Men hvad betyder det for os?
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Kun professionelle skaber produktet
Ikke-professionelle skaber produktet
Fysiskøkonomi
Digitaløkonomi
Soci
olo
gis
ke a
kse
Økonomiske akse
e-revolutionen1999
C-revolutionen
200
3
S-revolutionen
2006
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Kun professionelle skaber produktet
Ikke-professionelle skaber produktet
Fysiskøkonomi
Digitaløkonomi
Traditionel økonomi
Masse-customisering
Den perfekte storms øje
Digitale professionelle services
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Kun professionelle skaber produktet
Ikke-professionelle skaber produktet
Fysiskøkonomi
Digitaløkonomi
Nye brancher-Search-Social networking-Videodeling-Nyhedsaggregering-Location sharing
Gamle brancher-Musik-Aviser-Bøger-Leksika-Software-Film-Rejserådgivning-Anbefaling/anmeldelse-Sundhedsrådgivning-Sprogundervisning
Gamle brancher-Online trading-Rubrikannoncer (boligannoncering)-Online vejrudsigt-Online uddannelse (med grader)-Online kort (Google maps)
- Medicinalbranchen- Biler- Byggebranchen- Fast moving consumer goods- Elektronikprodukter- Uddannelse (face to face)- Foredrag- Transport (bus, tog, fly, etc.)- Personlig rådgivning
(advokater, konsulenter, etc.)
- Håndbyggede cykler- Customiseret legetøj (Lego)- Customiseret tøj- Customiseret müesli- Customiseret vin
Nye brancher-Hosting services-Online e-mail-GPS og navigation
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Eksempler
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Så hvad gør man?
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Man involverer brugerne
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Og tjener penge på det der ikke kan kopieres
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Den perfekte storm i medieverdenen
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Samtalen foregår uden virksomhederne
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Men virksomhederne kan være med i denne samtale
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3 grundregler
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Vælg den rette platform
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Tal det rette sprog
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Vær interessant
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Lav-involvering
Høj-involvering
Fysiskprodukt
Digitalt produkt
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Lav-involvering
Høj-involvering
Fysiskprodukt
Digitalt produkt
Lavt potentiale for samtale
-Gør dine produkter mere interessante eller skab nye produkter-Gør produkter digitale eller skab broer til den digitale verden
Potentiale for samtale men den skal sættes i scene
-Gør produkter digitale eller skab broer til den digitale verden
Potentiale for hjulpet samtale-Skub til folk, så de taler om dine produkter når de bruger dem
Højt potentiale for samtale
-Vælg den rette platform og tal det rette sprog og så går det næsten af sig selv.
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Findes der platforme, og kan du bruge dem?
Kan du finde ud af at tale det rette sprog?
Er dine produkter interessante, eller kan
du gøre dem interessante?
Kommunikations-strategi
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Kommunikationsstrategier
• Medskabelse af produkter
• Involvering i produkter
• Skabelse af nyt produkt
• Skabelse af involverende kampagne
• Digital massekommunikation
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Medskabelse af produkter
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Involvering i produkter
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Involvering omkring ris, ros og forbedringsforslag
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Involvering omkring service
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Involvering omkring brug af produkterne
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Involvering omkring samtale om produkterne
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Involvering omkring produkternes tilblivelse
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Skabelse af nyt involverende produkt
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Skabelse af involverende kampagne
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On Twitter, @Alyssa_Milano wrote "GENIUS. Shirtless Old Spice guy replies on Twitter w/ hilarious personalized videos http://tnw.to/16XQ3 /via @Zee"
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On Twitter, @Alyssa_Milano wrote "My coffee went up my nose. @oldspice guy made a video reply to my tweet!! Watch: http://youtu.be/-oElH6M_5i4 "
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On Twitter, @Alyssa_Milano wrote "Are you flirting with me, @oldspice guy?"
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On Twitter, @Alyssa_Milano wrote "Ummm --- Are you sitting down??? Sit down. Ready? The @oldspice guy sent me roses!"
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Digital massekommunikation
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En strategimodel
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Følg med på: www.denperfektestorm.dk
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Stormen har været undervejs længe…
…men det er nu vi for alvor mærker den!
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