Social media strategy : what, why, how

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How to build your social media strategy (+ survey results)

A presentation I gave on the research I did for my thesis regarding the development of social media strategies in the external organizational communication.

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Social media strategy : what, why, how

  1. social media: a presentation
  2. • who am I ?
  3. some of the people who seem to find me interesting…
  4. really hope YOU do to
  5. a social media introduction
  6. TV used to have people’s undivided attention
  7. but the landscape has changed
  8. information overload...?
  9. we are not experiencing information overload, we are experiencing ‘filter failure’. - Clay Shirky
  10. prior to the Internet, the last technology that had any real effect on the way people sat down and talked together was THE TABLE..
  11. there was no technological mediation for group conversations. - Clay Shirky
  12. consumers now have an enormous toolbox at their disposal
  13. to name a few …
  14. a changed environment
  15. consumer in control
  16. from to a changed business model
  17. the cause? SOCIAL MEDIA
  18. umbrella term
  19. WHY need a social media strategy
  20. of people trust ads
  21. trust consumer recommendations
  22. +250M active users on Facebook makes it the 4th largest country Country Population China ~ 1.3 B India ~ 1.2 B US ~ 300 M Facebook ~ 250 M Indonesia ~240 M Brazil ~190 M Pakistan ~ 165 M Bangledash ~ 162 M
  23. Facebook: +699% Twitter: +3712% Blogger: +30% LinkedIn: +69% … and this is not the end
  24. the wind of change is blowin’ … … like a hurricane
  25. INFLUENCE 2.0 anyone + everyone
  26. the world is your communications department
  27. the speed of word-of-mouth is now only limited by how fast people can type (Cluetrain)
  28. WOM > WOH hype (… everytime)
  29. your brand is what your customers say it is. - Charlene Li
  30. micro-interactions: building blocks of BRAND 2.0
  31. you probably think SO WHAT?
  32. the conversation is happening, with or without you. - Holtz & Havens
  33. people are talking about you: some like you, some don’t.
  34. 6th organic search result for ‘comcast’!!
  35. ignoring social media does not make you invisible
  36. the sad truth is.. NOBODY CARES ABOUT YOU!
  37. me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me M-ECONOMY me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me
  38. If you talk to people the way advertising talked to people, they’d punch you in the face (hugh macleod)
  39. good marketing encourages the right of conversation. - Seth Godin
  40. customer service is the new marketing
  41. this is not about reinventing the wheel
  42. what should I do?
  43. 5-step model listen facilitate participate collaborate evaluate
  44. identifying weak signals
  45. what matters is who we are talking to … not how many. - Jeff Jarvis
  46. 1 9 90 ??
  47. it is not who is influential that counts but who acts as a catalyst for conversation – Keith O’Brien
  48. your target engage your evangelists
  49. SOME KEY #PRINCIPLES
  50. transparency
  51. authenticity
  52. trust
  53. SIMPLY SAID
  54. don’t be an island
  55. participate not dictate
  56. always add VALUE! Keywords: transparency, authenticity, trust
  57. nobody expects you to be perfect
  58. concentrate on relationships not technology
  59. conversation = (content is just something we talk about …)
  60. but let’s not forget
  61. set goals !
  62. set metrics
  63. if you don't know what your strategy is you can't figure out measurable objectives.
  64. if you can't figure out your measurable objectives you can't figure out what tools you need.
  65. people on the search of gold
  66. ROI = … return on interaction ! return on insight !
  67. it is the communication on the line that creates value
  68. CULTURAL SHIFT needed
  69. companies need to be willing to trade control for conversation
  70. break down the wall
  71. • survey results
  72. term ‘social media’… very familiar 62,10% quite familiar 25,30% somewhat familiar 5,80% not very familiar 4,30% not at all familiar 2,50%
  73. most knowledgeable… 88,1% social network 81,7% online video 80,6% wiki
  74. least knowledgeable… 47,2% virtual worlds 46,3% social bookmarking 40,3% microblog
  75. tools used in campaign social network 67,4% online video 55,1% blog 51,1% podcast 24,7% bookmarking 22,5% virtual world 15%
  76. duration professional use 45% less than 1 year 20% more than 2 years
  77. available personnel full-time 18,5% part-time 28,3% none 47,8% external 5,5% support
  78. who should be responsible?
  79. responsible 48% marketing 16% cross-functional group
  80. you can not leave the conversation to marketing …
  81. involve all departments
  82. BUT .. try to make it everyone’s job and it becomes no one’s job!
  83. reasons driving adoption communication with potential customers 56,7% maximize campaign effectiveness 46,6% active feedback 41,8% consumer insight 40,4% better respond to customer needs 35,4%
  84. perceived benefits 65% relationship building 51% direct communication 39% low cost
  85. adoption barriers FEAR! 72% uncontrollable nature 53% brand/reputation risk 51%unproven technology
  86. It is not just the adoption of new tools, but the adoption of new ways of working that is prooving difficult.
  87. organizational barriers CULTURE! 34% insufficient incentives 32% culture doesn’t encourage use 30% leadership doesn’t encourage use
  88. the chronic problem with management
  89. the higher up you get, the more out of touch with reality you become
  90. metrics 2 in 3 companies have no defined metrics
  91. despite the lack of metrics 8 in 10 companies measure internal
  92. social media policy 81% find it (very) important to have a SM guideline …
  93. social media policy …but 3 in 4 companies have no guideline in place!
  94. importance social media 88% believe social media marketing will become more important
  95. 7 in 10 say social media will become a key communication tool with their customers 1 in 2 say that companies that fail to embrace social media technologies will be left behind 8 in 10 say social media have forced organizations to respond more quickly to criticism 6 in 10 say social media are impacting organizational transparency
  96. 2009 social media budget 50% increase 2% decrease (1 in 4 companies does not have a budget for social media)
  97. budget vs economic situation 1 in 4 companies say their budget increased due to the economic climate
  98. LAST BIT OF ADVICE
  99. burn down business-as-usual
  100. be remarkable
  101. take risks instead of take care
  102. protecting yesterday is the surest path to never discovering tomorrow - Umair Haque
  103. failure is just another stepping stone to greatness
  104. change is never linear
  105. long term thinking
  106. BUT remember: social media is not the holy grail…
  107. the road may be long … but is well worth it!
  108. NK Y OU ! THA
  109. linkedin.com/in/advertisinggenius friendfeed.com/adgenius

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