Strategic Focus for Social Media in Non-Traditional Businesses
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The document outlines the importance of using social media for building meaningful relationships in non-traditional businesses. It emphasizes engagement, understanding audiences, and being human in interactions, while also addressing the need for strategic goals and measuring return on investment. It highlights the role of leaders and innovators in adapting to social media dynamics for improved external relations and customer engagement.
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Strategic Focus for Social Media in Non-Traditional Businesses
- 1. Strategic focus for social mediaIn Non-Traditional BusinessesCara KeithleyDr. Mike PoseyNovember 24, 2009
- 2. LIFE IS ABOUT RELATIONSHIPS!PEOPLE HAVE ALWAYS. . .communicated with other people
- 3. gotten together in groups
- 5. developed relationships with like-minded folk
- 6. shared their passionsSOCIAL MEDIA IS AN AVENUE FOR RELATIONSHIP BUILDING!It is a relationship builder on steroids! - Individuals & The Masses - Scalable to any size
- 7. DO YOU WANT A ONE-SIDED RELATIONSHIP?
- 8. PARTICIPATION IN SOCIAL MEDIA IS NOT JUST ABOUT “BEING OUT THERE”It’s about engagement
- 9. It’s about being unique
- 10. It’s about adding value
- 14. It’s about listeningIT’S ABOUT RELATIONSHIPS!
- 15. RELATIONSHIPS Everything we do stems from a relationship with someone or some thing.
- 16. RELATIONSHIPS Knowing ourselves… helps us to know our message… which helps us to know our publics… which helps us to develop relationships.
- 17. RELATIONSHIPS The key to a good relationship is knowing what makes a person tick!- Who are they? - What gets their juices flowing? - Why they do what they do? - Why they don’t do what they don’t do?
- 18. USING SOCIAL MEDIA TO BUILD RELATIONSHIPSSCOPE IT OUT . . .Spend time finding out what exists
- 20. Learn the space
- 22. Determine what people are using SM for
- 23. Listen, Listen, ListenUSING SOCIAL MEDIA TO BUILD RELATIONSHIPSBE STRATEGIC YET FLEXIBLE. . .Know who you are
- 24. Know who the influencers & thought leaders are
- 25. Choose wisely
- 27. Look long-term
- 28. Dedicate resourcesUSING SOCIAL MEDIA TO BUILD RELATIONSHIPSTAKE THE PLUNGE. . .Don’t be a crazy, unorganized joiner
- 29. Don’t be a closed-minded joiner either
- 30. Make it manageable USING SOCIAL MEDIA TO BUILD RELATIONSHIPSDO IT. . .Engage people & communities
- 32. Add value/content to communities & discussions
- 33. Be an influencer and thought leader
- 34. Know when NOT to be a thought leader
- 35. Use same voiceUSING SOCIAL MEDIA TO BUILD RELATIONSHIPSBE EQUALLY HUMAN. . .Remember you are human and “they” are human
- 36. Be passionate
- 37. Say “thank you” “I’m sorry” &“How can I help you?”
- 38. Be creative
- 39. Be yourself
- 40. Find your voice
- 41. Give what you would like to getUSING SOCIAL MEDIA TO BUILD RELATIONSHIPSLOOK BOTH WAYS BEFORE CROSSING. . .Develop vertical relationships
- 42. Talk with your customers
- 44. Get your customers talking to other customersUSING SOCIAL MEDIA TO BUILD RELATIONSHIPSEVALUATE. . .Re-evaluate regularly
- 45. Re-think your connections regularly
- 46. Examine the impact on a the bottom line
- 47. Balance quantitative with qualitativeDEVELOPING RELATIONSHIPS THROUGH SOCIAL MEDIA WILL HELP FOSTER GOODWILL OVER THE LONG TERM.R.O.G.Return on Goodwill
- 48. THE HARD STUFF IS EASY. THE SOFT STUFF IS HARD. IT’S THE SOFT STUFF THAT MAKES ALL THE DIFFERENCE.The soft stuff results in. . .customer loyalty
- 50. deeper relationship with brand
- 51. better interactions with publicsSO, HOW DOES THIS RELATE TO US?Non-traditional businesses need leaders and innovators to help them adaptIf you see the need, it is ok to lead the changeDon’t assume others in the room know more than you—inform yourself and share your opinionsFocus on strategic goals—improving external relations, public engagement and transparency
- 52. BUILD YOUR CASE: EXAMPLE FOR GOV 2.0Federal Movement to Gov 2.0Success StoriesOpportunities and ChallengesRecommendations for Building a Better GovernmentStrategies and Goals
- 53. BUILD YOUR CASE: EXAMPLE FOR HIGHER ED 2.0Gap Between Academics and External RelationsSuccess StoriesOpportunities and ChallengesRecommendations for Building a Better UniversityMeasuring Return on Investment
- 54. FIND OUTSIDE EVANGELISTS “People are also using the Net to get involved in governance. It's a way for government leaders to hear from constituents directly, unfiltered by layers of staff. This helps engage citizens in both the electoral process and the day-to-day governance of the state and our country. And it helps public servants keep the pulse of the people they serve.” Craig Newmark Founder, Craigslist
- 55. FIND OUTSIDE EVANGELISTS“States that ignore the social media revolution will do so at their own peril. Without using these tools, State Governments may find themselves the last participants in the live 24 hour conversation that is now ongoing, and may well find they have literally become the last to know.” Alan Silberberg CEO, You2Gov
- 56. IDENTIFY OPPORTUNITIES AND CHALLENGESCustomer and Citizen EngagementEncourage dialogue and maintain relevance.Serve customers and citizens more efficiently, while building positive relationships.Employee EngagementEngage employees in their work and connect them with the mission of their Agency and the Administration.Encourage employees to be word-of-mouth marketers for state initiatives.
- 57. IDENTIFY OPPORTUNITIES AND CHALLENGESCommunications/IT PartnershipQuestions for further exploration include privacy, security, public records, stewardship, process, and usageAdditional Buy-inIn addition to Communications, Marketing and IT, build bridges with legal and program/academic areas
- 58. BUILDING A BETTER ORGANIZATIONYesterday’s email is today’s Twitter is tomorrow’s…In the end, we are talking about tools to better serve and engage our customers, citizens, potential students, etc.Tools will change, what is important is the strategy and the goalsThere are already innovators within organizations using these tools—they need guidance on how to use them to best benefit the organization
- 59. A WORD ON MEASUREMENT AND R.O.I.Measurement is a beast of its ownDecide on goals, both qualitative and quantitativeIt is great to increase buzz, followers, tweets, etcBut remember, at the end of the day profits do matterFor assistance with measuring real Return on Investment (R.O.I.)Visit http://smroi.netFor assistance with qualitative measures, like Word-of-Mouth Marketing and engagementVisit www.womma.orgVisit www.brainsonfire.com
- 60. TAKING THE PLUNGETake time to build solid relationships and lay a good foundationLook to others for inspiration, but create a strategy that is a good fit for your unique organizationDon’t ignore opportunities and challenges: identify and address themSet quality metrics for measuring success based on organizational goalsDon’t be afraid to step up and lead!
- 61. Cara Keithleywww.CaraKeithley.com@CaraKeithleyMike Posey, Ph.D.www.MikePosey.com@DrMikePosey