Reaching out with limited resources

Palmecenter 2 Anna Pensar

13-16 Nov 1, 2011

Berghs School of Communication

Strategic Communications campaign planning


Afternoon session – Agenda •  About Anna •  Strategy SM - overview •  The social web – size, effect and consumption Coffee break (10 min) •  Campaign planning •  Objectives •  Content Coffee break and group task (30 min) •  Group discussion •  Success stories and cases


Born 21st December 1982

Lives Lidingö, Stockholm

Academic Bachelor Pol. Science, Journalism (med&pol)

Career Co-founder Gyges,

CEO Jagodu, SMM

Likes Comm. & PR, the social web, digital branding

Loves The social web, Racing & people

Dislikes Slow & reactionary business

Anna Pensar


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Brands and organizations listening to consumers through social media


Social Media Strategy an overview


Brand Perception

Ambass. & Influentials

Follow-up Results

Trends

Social media communication areas - monitor - analyze - activate


Listen

Analyze

Communicate


Social Media as a strategy

The democratization of information, media and opinions

Social Media can be used to:

-  Individualize the party

-  Come closer to followers and voters

-  Activate already exsisting ambassadeurs and whistle blowers

-  Increase party transparency

The short version:

Twitter is your heart. Facebook is your hands. Youtube is your voice, Google is your eyes and Wikipedia is your brain.


The Social Web


The Social Web

Micro Blogs

Blogs Social Networks

Location Based Networking

Spreading Knowledge

Sharing links

Consumer rankings

Sharing Media


2003 The start of Wordpress – a free of charge blog engine, and today the fastest growing CM/publishing platforms.

2006 the start of Facebook and Twitter. 750 resp. 24 million global users. Spends an average of 25 min per day on Facebook.

2007 the first iPhone was released and 12 months ago the iPad was released. The constantly onliners are increasing!

A lot has happened, very fast…

1999 The start of Google. The Search Engine has changed the way we use/regard information. Over 90 billion searches each month.

2005 YouTube was created. No easy/effective way to share video footage online before that. Every mintue 24 hours of film is being uploaded.


2012 Online proximity & availability will increase

”…the beginning of a mini-revolution making our online presence even more attached to our physical presence”

- Fredrik Wass, DN Blog På Webben 5/1 2011

Next...


1800s – One to one

1900s – One to many

2000s - Many to many

The evolution of communications



The Blogosphere

-  Over 650 000 active bloggers

-  Approx. 3,7 million blog readers

Twitter

- Approx. 80 000 Swedish members

-  Social value & News value

Facebook

- 4,5 million Swedes on FB

-  High social value, ad-value

The consumption – Social & Smart

Google+

- 25 million registered ww

-  Goliath vs Goliath

Social shopping

-  Facebook shops

-  Viral elements

Social gaming

-  Wordfeud, WoW

-  Real time platforms

-  Augm.reality, Near field comm

Social marketing

-  360 degrees IRL (online/offline)

-  viral/engaging marketing


Facebook larger than traditional media


Explosive ”social” growth online


IT-tech Politics & Society

Env./ climate

Interior & Design

Fashion & Beauty, Personal

Sport

Family

Literature & Culture

Segments in the Swedish blogosphere


An application based web


Coffee break 10 min


Campaign Planning, Objectives and Content


Where are my target groups and what social media channels do they use mainly?

Which main channels have to be activated as a result of 2 and 3?

Start your FB-page, contact your bloggers, start the blogs, activate twitter etc.

What do you want to achieve and change? i.e. Increase the Social Democratic voice on the internet

What are my target groups talking about, their mindsetting, status on opinion and debate

1. The goal

2. Targeting

3. Listening

4. Channels

Preparation by listening and analyzing

5. Production


Monitor tools – free of charge


Monitor tools – subscription based


Monitoring social media



Analyzing social media


Creating and spreading content on the social web

Owned media

Bought media

Earned media

Owned media Homepage Social Media platforms

Bought media Advertising, SEM, SEO Marketing, FB-ads etc Online, Offline, Broadcast

Earned Media Being out there Interacting in social media Building interest and relationships


Creating social objects

Social objects are reasons for people to spread you virally

Social objects are the reason two people are talking to eachother (you and your potential voters), as opposed to someone else (your opponent and your potential voters)

Social objects to share can include:

Pictures Stories

Videoclips Blog badges

# on Twitter Facebook apps


Coffee break and group task 30 min


Group task


Form into 5 groups of 4 participants (groups will be permanent and set throughout the week)

From a strategic point of view, note, reflect and discuss the following:

Who are your digital ambassadeurs and primary target groups?

Where do they hang out online?

What social objects can you create and activate through?

In short, how do you monitor and analyze the social web?


Success stories and case examples


Swedish Foreign Ministry – Social Media Presence



Using Facebook as an information service



Creating video content


The Social Web

Understanding the power of online


Thankyou!

Education

Reaching out with limited resources