מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס...

-מדיה חברתית

מגמות וסיפורים מהשטח

27.10.2011

רונן עפר

ל אפריל ייעוץ עסקי"מנכ

סיגלית סובל סביון

מנהלת מערך האינטרנט

משרד החינוך, מינהל תקשוב ומערכות מידע

What is Social Media?

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What is Social Media?

Online gathering of

interaction, ideas,

comments and

commentary

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Consumer

conversation in

cyberspace

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What is Social Media?

In simple words:

“Social media is people having

conversation online.”

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So…What is It?

Social networks

Forums and online communities

Multimedia sharing tools (e.g.: YouTube)

Blogs

RSS readers

Microblogging (e.g.:Twitter)

etc.

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במשרד החינוך

Social networks

Forums and online communities

Multimedia sharing tools (e.g.: YouTube)

Blogs

RSS readers

Microblogging (e.g.:Twitter)

etc.

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עוקבים 8,000 –למעלה מ קבוצות 300 –למעלה מ

דיון פעילות

צפיות 95,000 –למעלה מ בסרטונים

–בלוגים של מורים מתוכננים בפורטל המחודש

RSS לכל דף פילוח לפי נושאים –בתכנון

שזקוק לרוח גבית טוויטר

Social Media Statistics

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Social Media Statistics

1 in 5 couples meet online

1 in 5 divorces are blamed on Facebook

Social Media has overtaken porn as the #1 activity on the Web

If Facebook were a country it would be the world’s 3rd largest and 2x the size of

the U.S. population

80% of companies use social media for recruitment; % of these using LinkedIn

95%

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Source: http://www.socialnomics.net/2011/06/07/10-wow-social-media-statistics/

Social Media Statistics

One in every nine people on Earth is on Facebook (750M)

Each Facebook user spends on average 15 hours and 33 minutes a month on the

site

More than 250 million people access Facebook through their mobile devices

YouTube has 490 million unique users who visit every month (as of February

2011)

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Source: http://www.socialnomics.net/2011/06/07/10-wow-social-media-statistics/

Social Media Statistics

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Social Media Statistics

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The Old World…

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…The New World

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Why Social Media?

Increase your online visibility

Increase awareness of company brand

Broaden your professional network

Find undiscovered connections

Prepare background for meetings

Deepen relationships with customers

Increase communication with audiences

Improve search engine prominence

Increase web or blog traffic

Find new prospects and turn them into customers

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Why Social Media? Increase your online visibility

Increase awareness of company brand

Broaden your professional network

Find undiscovered connections

Prepare background for meetings

Deepen relationships with customers

Increase communication with audiences

Improve search engine prominence

Increase web or blog traffic

Find new prospects and turn them into customers

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שיח שמוביל לשינוי

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Why?

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Why Get Involved?

If you don’t dive in, others will

define who you are.”

Clive Thompson, Journalist & Blogger, NY Times Magazine, September 2008

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Why Get Involved? Markets are conversations

The networked market knows more than companies do about their own

products

Online markets are not the same markets used to watch TV ads – markets are

now networked person to person, smarter, and involved in constant

conversation

Companies can now communicate directly with the market – and should do it

right the first time!

And the conversation is going to happen with or without you!

In order to control your brand, participate in the conversation.

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מדברים עלינו הרבה ובכל מקרה

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Why? (take2)

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(http://www.socialnomics.net)

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Who?

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Who?

“Employees are the brand,

give them a voice”

IBM social media strategy, Sep 2008

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Who?

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How?

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How To?

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How To?

בארגון באזזלייצר

אמנה ארגונית

לחבר את היחידות המקצועיות

Social Media Strategy

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Why Set Up a Strategy? Main reasons/goals:

1. Listen to your customers

Find out where your customers are

Find out what your customers think of you and your competitors

Find out what your customers' passion points are

2. Build or introduce your brand

Introduce an existing brand to a larger audience

Introduce a new product or service

3. Gather unique feedback

Use your blog to run ideas past loyal readers before you launch them

Use social media to recruit a team of beta testers

Use social media to ask direct questions

4. Demonstrate personality

By communicating as a person and not as the company

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Why Set Up a Strategy?

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מתלבטים עם הלקוחות

מחפשים מורים לקמפיין

?קהלים נוספים

Social Media Strategy

Determine your goals

Sample goals:

Generate leads

Build brand and awareness

Educate customers

Establish thought leadership

Drive sales

Improve communication with customers

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Social Media Strategy

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הגברת השיח שיתוף מכל מקום

Social Media Strategy Define the target audience/segment(s)

Existing customers

Potential customers

Geographical regions

etc.

Understand how your target audience uses social media

How will you be personable?

Social media is about people.

If you’re a big company, how can you act small again?

Listen and follow the conversations

Which tools should we use?

Who should do the active listening?

What are we doing with analytics tools?

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Implementing SM Strategy

Start by listening - learn by watching others

Find internal owner - which department/individual

ultimately takes the responsibility

Employees’ involvement - understand their level of

knowledge and interest. Offer training.

Technology capabilities to support the strategy

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Key Success Factors Trust your employees

Don’t expect success overnight - social media

should fit into the company’s overall strategy and help it

reach its long-term goals

The best way to start - pick manageable, measurable

goals

Measure social media ROI

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Vaule

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Value

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Who is Doing It Right?

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Who is Doing It Right?

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Who is Doing It Right?

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Thank You!

Ronen Offer

April Business Consulting

03-5444119

054-4526725

ronen@aprilbc.com

www.aprilbc.com

Sigalit Sobel Savyon

Ministry of Eduction

02-5602348

054-4400867

sigalitso@education.gov.il

www.edu.gov.il