5. 30.000.000 users
1,293,131 tweets/day
40,829,720 users
860,000 users
6 hrs/month
51% download/stream video
5,270,658 blogs and growing
Social Media Landscape in Indonesia
6. Indonesia reported the highest
penetration, with 20.8 percent of
Internet users in the country visiting
Twitter ~ comscore
7. > 40,829,720 Facebook users & GROWING…
World rank: No. 2
Penetration of population: 17%
Penetration of online population: 136.10%
14. Stakeholder Management Matrix
Identify who you should spend the most time and effort on, and collect
the names and addresses of the “Manage Closely” group
Keep Satisfied Manage Closely
Put enough work in with these
These are the people you must
people to keep them satisfied, but
not so much that they become bored fully engage and make the
with your message. greatest efforts to satisfy.
Interest
Keep Informed
Monitor Keep these people informed, and talk to
Monitor these people, but do not them to ensure that no major issues are
burden them with excessive arising. These people can often have
communication. influence in areas you are unaware of, as
seen in viral adoption.
Influence
Source: PM Hut blog
19. Qantas fleet is grounded for 48 hours
and chaos ensues
Initial tweets came from
@QantasMedia
@QantasMedia used as
“breaking news” channel
Retweeted from
@QantasAirways
Ongoing updates from
@QantasAirways
Tone was formal, accurate,
factual, and authoritative
21. Framework for Engagement
Content presents
opportunities
and risks.
Moderators need
to be guided by
training, policy,
common sense
(and a little bit of
fear…)
22. Engagement is core business.
Objectives can only be met with
strategic communications:
• Inspiring potential and current staff
• Marketing products & services
• Company branding
• Community engagement
• Government affairs
• PR and Media relations
23. 5 Steps to Engagement
1: Assess Stakeholder Needs & Interests
2: Develop Rules Of Engagement
3: Identify Right Managers For YOUR
Stakeholders
4: Establish Internal & External Process
5: Train, Equip & Deploy (TED)
24. 5 C’s Engagement
Content: ongoing narrative (stories)
which educates, inspires, informs
and connects.
Context: deep understanding of how
participants within community
engage and the tools they
use to do so.
Connectivity: connecting members of
community in mutually beneficial
ways.
Continuity: sustaining efforts over
time, ensuring that community is
healthy and productive.
Collaboration: collaborative efforts of
participants who share, co-create
and edit each others efforts.
25. Blogging
Micro
RSS
Blogging
Feeds
Message Photo
Boards Sharing
Engagement
Chat tools Video
Rooms
Sharing
Social
Networkin Podcasts
g Widgets
Source: Universal McCann Companies Study on Social Media Trends
(March 2008)
26. Twitter
• Investor‐focused
• Greatly increased outreach and accessibility
• Be approachable, encourage questions, respond to
comments, acknowledge reTweets and mentions
• Push out corporate news, industry
news, interesting articles, goodwill news about
peers
• Follow the people and communities that you want
to follow you
• Respond to all questions
Follow me @poonamsagar
27. Facebook
• Community focus
• Push out feel good news, job postings, no $$
stuff
• Be innovative to draw people to site – photo
contests, etc.
Corporate Blog
• Talk about non‐material but positive
information
• Expand on press releases, frequent Q&As
• Increases Google rankings
28. LinkedIn
• Encourage employees to join – spreading corporate brand,
shows you‟ve got qualified, high‐quality team
• Participate in discussion groups – demonstrate that the
company has something to say
• Searchable with Google
SlideShare
• Post presentations
• Can track views, searchable with Google
• SlideShare pushes out “similar information” to members
29. YouTube
• Corporate videos, project videos, interviews
• Show credibility, personality
Webcasts
• Choose conferences with webcast option
– Expanded reach
– See spokesperson in action – credibility
– Archived and accessible
• Open up to online questions as well as phone
30. Really connecting as an
entity means Be genuine
Be honest
Really engage in
conversation
Invest in
letting individuals shine developing
too relationships
http://www.flickr.com/photos/pinksherbet/4456978157/in/photostream/
32. Economic Success Includes
• Increasing sales
• Growing market share (or brand preference
share)
• Return on marketing investment
• Growing shareholder value or share price
• Increasing reputation and image (via external
rankings, stock price)
• Increasing the lifetime value of a customer
(brand loyalty)
33. Behavioral Change Includes:
• Raising awareness
• Shifting attitudes and change stakeholder
Perceptions
• Driving trial
• Inspiring action: Do more or Do less
• Recommending (e.g. net promoter
score)
34. Support Organizational Functions
Human Resources:
recruiting, retention, job descriptions
Internal Communications
collaboration, communication, resource sharing
Collaborative Training:
tools, processes, information-sharing
Product Development:
research, sentiment, real-time feedback
Customer Service:
Real-time reactions, listening, community feedback and support
Sales/Marketing:
engagement, lead generation, sales cycle development
http://www.flickr.com/photos/32955500@N08/3084647270/
35. Insight
Make decisions based on hard data.
• Answer questions „who, why and how‟ first.
• Stakeholder profile: demographic
segments, activity, networks
• What content is valuable to them – how
might they share it?
• Make insight cycle perpetual using
analytics and reporting frameworks
36. Barriers to Engagement
Multi-level approvals
Inability to respond quickly
Talking logos
Not knowing what the stakeholder wants
Not delivering value
One-way conversations
No entry paths to participation
http://www.flickr.com/photos/glenscott/860805757/sizes/l/in/photostream/
38. Quick Tips
• Brand your pages
• Choose the right person as your social media
spokesperson
• Show your personality
• But remember this is corporate
information, not personal
• Be creative
• Copy other people‟s ideas
• Try new things
39. Interest in
Belief in Listening
Transparency
Willing to
Ability to Take Risks
Respond
Quickly
Belief in Stakeholder
Engagement
http://www.flickr.com/photos/71325969@N00/2634561264/
42. Summary
• Empowered employees ambassadors
• Community engagement lifetime value for
multiple stakeholders
• Community managers engage Community
• TED: Train, Equip & Deploy community
managers on social platforms
• Success economic & behavioral
• Organizational implications between
PR, marketing & coordination with steering
committee
43. Your stakeholders are listening out for
you …
Building relationships:
reaching people how and
when they want.
44. Connect with me:
Poonam Sagar
Twitter: @poonamsagar
Email: poonam@infotech.co.id
Blog: poonamsagar.com
Company website: www.infotech.co.id
Hinweis der Redaktion
Universal McCann (March 2008) Power to the People - Wave 3 Study on Social Media Trends www.universalmccann.com/Assets/wave_3_20080403093750.pdf49% of internet users worldwide upload and share photos at least weekly (Universal McCann Wave 3 Study)