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