Download - Berghs social media mgmt vt16 0203
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SocialMediaMgmt,TobiasBrandt2016-02-03
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BERGHS SCHOOL OF COMMUNICATION
Tobias Brandt Director Of Brand Strategy & Head of Digital
[email protected] +46 733 723 700
@tobiasbrandt Tobydammit Linkedin.com/in/tobiasbrandt facebook.com/tobydammit
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BERGHS SCHOOL OF COMMUNICATION
you?
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BERGHS SCHOOL OF COMMUNICATION
föreläsare2
6
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BERGHS SCHOOL OF COMMUNICATION
Schema:
3/2Socialamedier,vadskavihadem6ll?TobiasBrandt,Grow
10/2Någona<snackamedTobiasBrandt,Grow
17/2DensocialamissionenTobiasBrandt,Grow
24/2DetsocialaekosystemetTobiasBrandt,Grow
9/3Frånstrategi6llhandlingAnnaPensar,Rewir
16/3Presenta6onavgrupparbetenTobiasBrandt,Grow
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BERGHS SCHOOL OF COMMUNICATION
LinkedIn-grupp1
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https://www.linkedin.com/groups/8470304
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Förstå:1.)Hurmanarbetarframenaffärsstödjandeochmålgrupps-relevantstrategiförsocialamedier.
2.)HurmanidenQfierarochimplementerarkonkretaakQviteteruQfråndenövergripandestrategin.
Kursensmål
Göra:Utvecklaenstrategiförsocialamedierförenverkligverksamhet(alternaQvtfikQvtcase).
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BERGHS SCHOOL OF COMMUNICATION
Varför?
Vem?
Vad?
Var?
Hur?
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frågor5
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BERGHS SCHOOL OF COMMUNICATION
Övergripande kommunikations- och affärsmål
Situationsanalys Målgruppsanalys
Mission
Plattformar och Kontaktytor Initiativ
Initiativ Initiativ Initiativ Initiativ
Varför?
Vad?
Var?
Hur?
Vem?
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BERGHS SCHOOL OF COMMUNICATION
Initiativ
Övergripande kommunikations- och affärsmål
Situationsanalys Målgruppsanalys
Mission
Plattformar och Kontaktytor
Initiativ Initiativ Initiativ Initiativ
Varumärke
Marknad
{
Organisation
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Cases
Caseägare: Anna Erman
Caseägare: Mikaela Molin
Caseägare: Per Andersson Caseägare: Mattias Tappert
Ny<reseföretag
Caseägare: Sara Fjelkman Caseägare: Michael Nilsson Caseägare: Sanna Johansson
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BERGHS SCHOOL OF COMMUNICATION15
Jeremiah Orwang - http://www.web-strategist.com/blog/
L2 Business Intelligence - http://www.l2inc.com
Brian Solis - http://www.briansolis.com/
Mashable - http://www.mashable.com/
Social Media B2B - http://socialmediab2b.com/
Digital Buzz Blog - http://www.digitalbuzzblog.com/
Social Media Examiner - http://www.socialmediaexaminer.com/
Deeped Digital PR - http://digitalpr.se/
Surfning
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BERGHS SCHOOL OF COMMUNICATION16
Brian Solis "The End of Business as Usual" (Wiley)
Clay Shirkey “Cognitive Surplus” (Penguin Press)
Jonah Berger ”Contagious” (Simon & Schuster)
Malcolm Gladwell "The Tipping Point" (Back Bay Books)
Harley Manning & Kerry Bodine ”Outside-in” (New Harvest)
Läsning
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Strategi17
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Källa: SocialMediaExaminer
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Mar
knad
& K
omm
unik
atio
n
copywrite
Prod
uktu
tvec
klin
g &
Des
ign
Förs
äljn
ing
IT-a
vdel
ning
en
PR &
Info
rmat
ion
Sociala medier
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BERGHS SCHOOL OF COMMUNICATION
Det här är bara verktyg.
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BERGHS SCHOOL OF COMMUNICATION22
“Vara där" Strategisk närvaro
StrategiNyfikenhet
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BERGHS SCHOOL OF COMMUNICATION
Utveckling23
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24 Källa: Wolff Olins
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Källa: hubshout.com
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Källa: Buffer Social
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Möjligheter29
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Alla varumärken är sociala
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Källa: Merriam Webster
so·cial
adjective \ˈsō-shəl\
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Native Social Media Brands
Immigrant Social Media Brands
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Brand
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BERGHS SCHOOL OF COMMUNICATION
Social Storytelling
FörnyaFörstärka
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BERGHS SCHOOL OF COMMUNICATION
Social Storytelling
Social Kundtjänst
FörnyaFörstärka
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BERGHS SCHOOL OF COMMUNICATION
Social Storytelling
Social Kundtjänst
Social Shopping
FörnyaFörstärka
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Communityfirst-
productslater
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https://www.youtube.com/watch?v=0B-Km9vAIwo
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BERGHS SCHOOL OF COMMUNICATION
Social Innovation
Social Storytelling
Social Kundtjänst
FörnyaFörstärka
Social Shopping
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Brand
BrandBrand
Brand
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Övning65
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Varför?
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BERGHS SCHOOL OF COMMUNICATION
1.) Välj det case ni vill jobba med
2.) Gör en social situationsanalys (SWOT) för ert företag (gör antaganden om ni saknar information)
3.) Sammanfatta de viktigaste möjligheterna och utmaningarna för er närvaro i sociala medier
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Övning
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Strengths Weaknesses
ThreatsOpportuni6es
SocialSWOT-analys
Kartlägg förutsättningarna för en satsning i sociala medier genom att titta på interna styrkor och svagheter, samt externa möjligheter och hot. Detta görs genom att inventera den “sociala” potentialen inom varumärket, organisationen och erbjudandet, samt analysera er egen och era konkurrenters befintliga närvaro i sociala medier.
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- VilkasocialadimensionerfinnsivårvarumärkesposiQoneringochpersonlighet(öppenhet,lyhördhet,interakQv,dynamisketc.)
Varumärke
- Vilkasocialadimensionerfinnsivårterbjudande?Kanmanadderasocialavärden?
- Hurskullevårakunderkunnapåverkaochutvecklavårterbjudande?Erbjudande
- HurservårförmågaaZagerasocialtochinterageramedvårakunderut?
- Vilkasocialastyrkor,såsomserviceochkunskap,harvi?Organisa6on
- Vadgörvårakonkurrenterisocialamedier?Harnågonutvecklatsinaffärgenomsocialaverktyg?
- FinnsdetalternaQvaprodukterochtjänstersomadderatsocialavärden?
Konkurrenter&Marknad
SocialSWOT-analys
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BERGHS SCHOOL OF COMMUNICATION
Tobias Brandt Director Of Brand Strategy & Head of Digital
[email protected] +46 733 723 700
@tobiasbrandt Tobydammit Linkedin.com/in/tobiasbrandt facebook.com/tobydammit