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הרצאה בסגנון של דואט שיתופי. רונן עפר מאפריל ייעוץ עסקי הציג את המגמות ואת הבסיס התאורטי, בעולם המדיה החברתית. סיגלית סובל סביון ממערך האינטרנט במינהל תקשוב ומערכות מידע, השלימה בדוגמאות ותובנות מהעשייה במשרד החינוך.
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-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
=
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
www.aprilbc.com
Sigalit Sobel Savyon
Ministry of Eduction
02-5602348
054-4400867
www.edu.gov.il
