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Sigurd Gryttens foredrag om Hvordan bygge omdømme gjennom sosiale medier, 14. desember 2012. Tall er hentet fra InSites Consultings undersøkelse "Social Media Around The World 2011"
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HVORDAN BYGGE OMDØMME GJENNOM SOSIALE MEDIER?Sigurd Grytten Partner, Zynk Communication & Leadership AS
@grytten
14. Desember 2012
Innhold
• Hvor stort og viktig er sosiale medier egentlig?
• Hva bør du tenke på når du er aktiv i sosiale medier?
• Hvordan kan du bruke sosiale medier strategisk?
• Hvordan kan ansatte gjennom sosiale medier bedre en virksomhets omdømme?
REA
CH
"There was 5 exabytes of information created between the dawn of civilization through 2003, but that much information is now created every 2 days, and the pace is increasing.“
Eric SchmidtExecutive Chairman Google
August, 2010
REA
CH
“If you don’t have anything to hide, you have nothing to fear.”
Eric SchmidtExecutive Chairman Google
PC World
Storebror ser deg?
• Geografisk lokalisering og log på mobil
• Logg på mobilsamtaler og SMS utveksling
• Elektronisk betaling
• Bompasseringer
• Kameraovervåking
• Facebook gir oversikt over hele ditt nettverk
• Twitter viser meningene dine
• Instagram tar bilder av hvor du er
• Google søk viser hva du tenker
• Epost utveksling
• Nettsider du besøker
• Elektroniske ligningsopplysninger
• Elektroniske helseregistre
Moores Lov
Antall transistorer på et areal vil dobles hver 24 måned
Moores lov ble fremsatt i 1965 av Gordon Moore som var en av Intels grunnleggere
Studied countries
9027 consumers (age 15+) across 35 countries, representative for the online population within country on gender, age and e-commerce.Data collected on online research panels, field in Q2 2011.
Feedback: @Steven_insites
N Europe = 5613 / F = If member of social network(s)
Facebook and Twitter | membership of one or both in Europe
18%
69%
2%10%
West
12%
80%
1%6%
North
13%
59%
3%
25%
East
29%
64%
2%5%
South
19%
65%
2%13%
N Europe = 5613 / F = If member of social network(s)
Member of Facebook and Twitter
Member of Facebook, no Twitter
Member of Twitter, no Facebook
Other networks than Twitter and Facebook
Facebook and Twitter | membership of one or both
Members of: Log in to: Western Europe
Northern Europe
Eastern Europe
Southern Europe Europe United States Brazil Australia China India Japan
Facebook 76% 84% 58% 79% 74% 65% 59% 73% 66% 81% 67%
Twitter 39% 28% 27% 41% 37% 36% 59% 42% 68% 52% 70%
Facebook 50% 60% 47% 66% 54% 64% 66% 59% 34% 79% 40%
Twitter 26% 15% 35% 49% 35% 29% 62% 35% 70% 47% 57%
19%
65%
2%13%
74%
37%
54%
35%
Q : You are a member of the following social network sites. How often do you log into these sites? (% several times a day)
The more networks someone uses, the more time spend per network.
Facebook and Twitter | daily log on
Facebook Twitter MySpace LinkedIn
4%
20%30%
68%
27%
59%52%
19%
7%
5%10% 2%
62%
16%9% 11%
Facebook Twitter MySpace LinkedIn
Aware and current member
Aware and once a member
Aware, but no member
Not aware
Awareness 96% 80% 70% 32%
Membership 62% 16% 9% 11%
Increase usage (top2%, 1-5) 29% 31% 12% 37%
Network size (av no. contacts) 133 59 84 57
Log on frequency (at least daily) 58% 37% 11% 12%
Log on duration (av minutes) 37 21 15 10Ever deleted a person from contact list
50% 34% 36% 12%
Base: Social networkers
Base: Members of this network
Top networks in Europe
Male 47% 55% 51% 56%Female 53% 45% 49% 44%Age
15-24 24% 30% 33% 15%25-34 25% 25% 26% 24%35-54 35% 30% 31% 43%55-99 16% 14% 11% 18%Smartphone
Smartphone user 43% 58% 46% 59%
Working situation
Employed 58% 58% 54% 72%Student 13% 17% 18% 8%Not working 29% 26% 28% 21%
Facebook Twitter MySpace LinkedIn
Women typically outnumber men on social networks — women make up 53% of Facebook users and 49% of MySpace users. However, a majority of LinkedIn members (56%) and Twitter users (55%) are men.
Gender
Age
Smartphone
Working situation
N Europe = 5613 / F = If member of social network(s)
Member profile
STRATEGI FOR SOSIALE MEDIERHvordan bruke sosiale medier
Det er ikke et spørsmål hvorvidt man skal bruke sosiale medier
While you should always aim for real ROI metrics ,there are times when you have to look at the cost of not engaging.
Jamie Greeney, VP of Social Media and Online Video at Salesforce.
If you want to go fast - go alone. If you want to go far - go together
Al Gore, tidligere visepresident og fredsprisvinner
The best way to become an influencer is to create one
Jeremiah Owyang, partner Altimeter Group
The age of marketing
“I’M A GREAT LOVER. I’M A GREAT LOVER. I’M A GREAT LOVER.”
The age of social media
“TRUST ME, HE’S A GREAT LOVER”
(* Source: http://www.slideshare.net/LumensionSecurity/the-greatest-question-since-the-meaning-of-life-what-is-the-roi-of-social-media)
Connecting in the Age of Social
Tre lærdommer fra Obama-kampanjen i 2012*
1. I mediebruset øker verdien av personlige kontakter
2. Teknologi muliggjør målrettet kommunikasjon
3. Skreddersydde budskap treffer dersom de føles relevant for mottakeren
*Jonas Hellman, partner i Prime og grunder til analysebyrået United Minds.
Rekkevidde og involvering
Oppsummering: Gode råd for bruk av sosiale medier:
1. Vær kort og presis
2. Still spørsmål, gjerne polariserende og kontroversielle
3. Engasjer og involver nettet ved å linke til andre nettsider
4. Gjør det levende - bruk bilder og video aktivt
5. Ikke spam - begrens oppdateringer til det som er av interesse for målgruppen
6. Vær personlig - sosiale medier har en innbygget forventning om personlig involvering
7. Svar på spørsmål - delta i diskusjonen
OMDØMME OG SOSIALE MEDIER
Kommunikasjon og atferd
Kommunikasjon i flere kanaler
Avsender gir et budskap til en mottaker, som danner seg en
oppfatning på bakgrunn av kommunikasjonen
Påvirke interessentenes oppfatninger
Det mottatte budskapet endrer interessentens oppfatning i tråd med
kommunikasjonsmålet
Endre målgruppenes
atferd
Målgruppene for kommunikasjonen endrer atferd i tråd med
forretningsmålet
Forventningsstyring
Eksterne strukturelle forventinger
Eksterne verdimessige forventninger
Interne strukturelle forventninger
Interne verdimessige forventninger
Interessent dialog
Budskapsutvikling
Emosjonell mening
Subjektiv mening
Funksjonell mening
Objektiv mening
61% of employed
social networkers is proud of the company they work for
19% talks about
their company on socialmedia. Employees areclearly unused social potential.
COMPANY PRIDE
TALK
ABIL
ITY
● People who are pride of the company they are
working for and like to talk about their job /employer
on social media
low high
low
high
There is potential for getting proud employees to talk on social media
36% 45%
3%16%
39% 45%
2%15%
28% 56%
2% 15%
36% 43%
5% 16%
34% 45%
2%18%
Potential for brand ambassadors
N Europe = 2787 / F = If member of social network(s) and active working person
0% 25% 50% 75% 100%
Q : What kind of information would you like to share about your job / employer on social media? I would like to...
50%
50%
37%
37%
37%
36%
21%
5%
10%
...share information on (new) products / services
...announce events of my company
...share information on new campaigns about (products / services of) my employer
...share vacancies for a job
...tell stories about the company culture
...announce promotions
...share news about new hired employees
I have no idea
I do not like to share information about my company
EuropeWestNorthEastSouth
Europe regionsEurope
N Europe = 2787 / F = If member of social network(s) and active working person, talking about heir job / employer on social media
New products / services and events are most popular items to share on social media by employees
Information to share by employees
Majority employees is not allowed to use social media.
Two thirds of the European social networkers have (limited) access to social network sites at work. Within Europe, Northern Europe has the highest level of access, Western Europe the lowest.
Current attitude of companies towards social media is quite formal and does not feel very emotional. Given the fact that social networking is all about relationships, it seems wise to have a more human approach on social media.
Employees can contribute in these. More than a third is open to share information about the company they work for among their contacts on social networks, if that’s beneficial for the company.
N Europe = 2787 / F = If member of social network(s) and active working person
One third of the European social networkers are blocked by their employer to have access to social network sites at work
44%
16%
41%
Wst
64%18%
18%
North47%
20%
33%
Europe
Q : To what extent do you have access to social network sites at your work?
■ complete access■ limited access■ no access at all
22%
34% Would like to have access (top2%, 1-5)
15% 48%
42%
48%
22%
30%
East
47%
21%
31%
South
Access to social media at work | Europe
60% would like to get help from employer to share relevant content.
Company policy
25% has a written policy about social media usage.
13% receives social media training.
4 out of 10 like their employer’s attitude towards social media…
… and more than a third is open to share information about the company they work for.
Q : To what extent do you agree with each of these statements? (top2%, 1-5)
In my social network environment, I like to make a clear distinction between my professional (e.g. colleagues) and my personal life (e.g. family)
I’m open to share information about the company I work for among my contacts on social networks, if that’s beneficial for my company
I like to share information about my job among my contacts on social networks
57%
36%
22%
0% 25% 50% 75% 100%
EuropeWestNorthEastSouth
Europe regionsEurope
N Europe = 2787 / F = If member of social network(s) and active working person
More than a third is open to share information about the company they work for.
Employee attitude