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Incorporating Social Media into Your Strategy
This document provides guidance on developing a social media strategy. It emphasizes that social media is a tool to enact an existing strategy, not a strategy itself. It stresses identifying goals, investments, and metrics of success upfront. It also highlights listening to conversations, engaging stakeholders, being transparent and part of discussions, and focusing on long-term relationship building through social media.
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Incorporating Social Media into Your Strategy
- 1. Some Thoughts onIntegrating Social Media into Your StrategySocial media is not a strategy; it’s a vehicle with which to enact your strategyAyelet BaronOctober 2009
- 2. THE TOOLS AREOUT THEREWHAT ARE YOUR GOALS?WHAT IS YOUR INVESTMENT?WHAT DOES SUCCESS LOOK LIKE?http://www.flickr.com/photos/stabilo-boss/93136022/
- 3. Key TakeawaysIdentify therelationships you wantSelect and target the toolsBy having strong relationships, engage in call to action
- 4. Welcome to theNew Normal …How do I work better with MY PARTNERS AND SUPPLIERS?How can I do MORE WITH LESS? I need to MOVE FASTER. I want to use my iPhone FOR WORK. There’s TOO MUCH INFORMATION!How do I get to know my customersWITHOUT TRAVEL?How do I BALANCE WORK WITH MY PERSONAL LIFE?
- 5. … and It’sBusiness ImpactI need CLOSER RELATIONSHIPS with my partners.This market is moving TOO FAST for us. My IT budget is STRETCHED already. Our time to market is TOO SLOW. We are MISSING OPPORTUNITIES.I’m worried about CUSTOMER SATISFACTION.My team needs the same APPLICATIONS AT HOME.
- 6. Consumers dictatePRE MEDIAAGEMASS MEDIA AGESOCIAL MEDIA AGEPersonal blogComments on blogsTalk face to faceSocial network pageComments on websitesPhone callTalk face to faceWidgetsViral emails Talk to shop worker Phone callConsult a professionalVideo sharing site Auction websites Talk face to faceTalk to shop worker Photo sharing siteWish listsReaders LettersTalk to shop worker Consult a professionalChat roomsRatings on retail sitesPhone in; TV / RadioReaders lettersMessage boardsReviews on retail sitesSMSPhone in; TV / RadioGovernment, monarchy, religious institutions dictate the agendaSocial BookmarkingPrice comparison sitesEmailProfessional media dictateChat roomSocial shopping sitesInstant Messenger Influence RevolutionUniversal McCann, When Did We Start Trusting Strangers?
- 8. COMMUNICATIONS MEDIASOCIAL MEDIASpacedefined by Media OwnerBrand in controlOne way / Delivering a messageRepeating the messageFocused on the brandEntertainingCompany created contentSpace defined by ConsumerConsumer in controlTwo way / Being a part of a conversationAdapting the message/ betaFocused on the consumer / Adding valueInfluencing, involvingUser created content / Co-creationSource: Neil Perkin ‘What’s Next in Media’ (Slide 9)
- 9. SUDDENLY MEDIA ISA MASS OF CONVERSATIONSAND YOU CAN’T CONTROL THEM
- 10. SOCIAL MEDIA MAYBE HERE TO STAYBUT THE TOOLS ARE TEMPORARY"Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“Seth GodinImage: http://www.gapingvoid.com/
- 11. “It’s about relationships”AndrewRogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/
- 13. CREATE CONTENT THATIS REMARKABLEIf the web is a mass of conversations, then get talked aboutCreate content that is worth passing onMake it as easy as possible for your supporters to find it and spread the wordhttp://www.flickr.com/photos/oldflints/
- 14. Track ImpactEngageTargetStrategyIdentify keyareas of synergy between in person and onlineIdentify your key stakeholder groupsIdentify points of integration into the current strategyIdentify clear success metrics upfrontWhat is the overall process flow of activities?
- 15. What is yourengagement strategy?
- 16. How can youconnect offline activities with online activities?
- 17. Who are thekey targets?
- 18. What are theirpreferences in terms of engagement?
- 19. What social mediatools do they use?
- 20. What do theypay attention to?
- 21. Where can socialmedia play a role in delivering and enabling your strategy? Where can you integrate/insert it strategically?
- 22. What do youneed to stop doing, start doing and continue doing?Incorporating Social Media in Your StrategyWhat are your top 3 success criteria for an effective integration of social media?
- 23. How will youtrack and monitor them?Changing the Way We Engage and CollaborateCollaborative ToolsTextVoice, VideoVideo Social NetworkingMany Social NetworkingVideo on Demand Discussion ForumsUnified CommunicationsWikisContactCenterBlogsNumber of StakeholdersEmailConferencingIM TelePresence DocumentsOne VmailThere are many tools out there but being able to target them and use many of them is key
- 24. Video is HereIt’son the Social WebA picture is a thousand words, Video says it all“In person” experience64% of communication is non-verbal1One third of the human cortex isdedicated to vision21Kandola, Pearn “The Psychology of Effective Business Communications in Geographically Dispersed Teams”, Cisco Systems, September 20062Vision Group Research, FMRIB, University of Oxford, UK
- 25. Use Targeted TwitterApps: One Stop Shoppinghttp://oneforty.com/http://crumpleitup.com/tps/
- 26. What’s Social MediaAll About?It’s about knowingWhere the conversations are happening
- 27. What’s your shareof the conversation
- 28. What are theconversations that you could / should be in
- 29. Who are thekey influencers who can help build your brandIt’s about expanding your news flowSimple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)It’s about understanding communitiesWhich groups, forums and networks matter
- 30. Who drives shareof conversation in these communities
- 31. What are thenext steps in driving relationshipsIt’s about leveraging existing content and improving your natural searchSource: http://www.slideshare.net/neville
- 32. Start HereListenGive upcontrolBe naturalMake a commitmentBe where your stakeholders areLearn to deal with negativityBe humbleListenSource: http://www.slideshare.net/neville
- 33. Some Final ThoughtsTransparentCommunication is KeyThe era of gatekeepers controlling the distribution of information is over
- 34. Press releases havea place in communicating key messages but they should be integrated with other social media tools
- 35. No one cancontrol what is said about you. As consumers have a voice and a means to make themselves heard, it is up to you be out there to listen, track and respond
- 36. It is nowabout being open, honest and transparent. You can no longer controlBe Part of the ConversationIdentify the right resources in your organization who are responsible for driving interaction, input and community for your organization
- 37. Assess the socialmedia tools in terms of your goals and be present where it makes sense to be part of the conversation Everybody MattersEverybody is an influencer todaySome Final ThoughtsReach Out to the CommunityIdentify and reach out to bloggers, video creators, podcasters. They are constantly seeking content
- 38. Build relationships byengaging with the people who are talking about your organization and issues in your fieldBe Ready for Everything and AnythingThe “build it they will come” mentality only works in the movies
- 39. Don’t assume thatby creating a social media presence, everyone will participate. There are many abandoned online communities out there so make sure you put together a plan for each tool you plan to useIt’s About Two way Communication / Being a Part of a ConversationListen. Social media about people's relationships with you
- 40. Get involved. Social media is about conversation and building relationships. It takes investment and effort. Don't just talk about your organization. Ask questions, engage people and share information through links
- 41. Focus on thelong term. It takes time to get results and build relationships. It's about trust and connecting with othersIf you want to know what technology will change the world, watch young mothers and don't watch teenage boys - young mothers have no time for any technology that isn't useful and doesn't work.Clay Shirky, 2005Dan Thornton, Bauer…http://thewayoftheweb.net/Pic by skeddy in NYC on Flickr (CC Licence)