Fall 11 - Strategy - HUSM

Social Media Strategies Changing The Conversation 10.6.11 - Fall 2011 x x x x x Instructor: Andrew HoffmanWednesday, October 19, 2011

Define Strategy Refers to a plan of action designed to achieve a particular goal.Wednesday, October 19, 2011

Strategic Planning An organization’s process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people. “What do we do?” “For whom do we do it?” “How do we excel?”Wednesday, October 19, 2011

Major FactorsWednesday, October 19, 2011

Major Factors Vision Defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective or strategic directionWednesday, October 19, 2011

Major Factors Vision Defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective or strategic direction Mission Defines the fundamental purpose of an organization or an enterprise, succinctly describing why it exists and what it does to achieve its Vision.Wednesday, October 19, 2011

Major Factors Vision Defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective or strategic direction Mission Defines the fundamental purpose of an organization or an enterprise, succinctly describing why it exists and what it does to achieve its Vision. Values Beliefs that are shared among the stakeholders of an organization. Values drive an organizations culture and priorities and provide a framework in which decisions are made.Wednesday, October 19, 2011

SWOT AnalysisWednesday, October 19, 2011

SWOT Analysis •What are your strengths? •What are your weaknesses? •what do you do better than your •what do your competitors do better competitors? than you? •What other internal factors will help •What other internal factors will hinder you? you? •what do others perceive as your •what do others perceive as your strengths? weaknesses? Strengths Weaknesses • What current opportunities do you face? • What current threats do you face? • What future opportunities do you • What future threats do you face? face? • What threats do you face vis a vis the • What opportunities do you face vis a competition? vis the competition? • What other external factors will hinder • What other external factors will help you in meeting your objectives? you in meeting your objectives? Opportunities ThreatsWednesday, October 19, 2011

Next StepsWednesday, October 19, 2011

Next Steps GoalsWednesday, October 19, 2011

Next Steps Goals PlanWednesday, October 19, 2011

Next Steps Goals Plan ExecuteWednesday, October 19, 2011

Next Steps Goals Plan Execute EvaluateWednesday, October 19, 2011

Social Media StrategyWednesday, October 19, 2011

Social Media Strategy Same principles apply!Wednesday, October 19, 2011

Ford Explorer Goals 30,000 Initial Facebook Fans Prior to Launch Reach upwards of 50 million people onlineWednesday, October 19, 2011

Ford Explorer Skipped July auto show launch to launch via Facebook & complete social media campaignWednesday, October 19, 2011

Ford Explorer Promoted their Facebook page with imbedded “Like” buttons in adsWednesday, October 19, 2011

Ford Explorer Official Launch in NYC - Mike Rowe using his Flip Camera & posting to YouTube immediatelyWednesday, October 19, 2011

Ford Explorer Complete YouTube Channel with 106 videosWednesday, October 19, 2011

Ford Explorer Great Twitter InteractionWednesday, October 19, 2011

Ford Explorer Current Facebook Page: 164,103 Fans Over 1,000 Pictures Uploaded by FansWednesday, October 19, 2011

Ford Explorer Engagement & Interaction!Wednesday, October 19, 2011

Ford Social Media Philosophy “We’re committed to the ‘always on’ mode, which means that we need to abandon the traditional ‘launch and leave’ approach that we previously used,” says Scott Monty, the head of social media at the motor company, who can be credited for much of Ford’s social activity. “By taking the time to build a relationship with our fans by sharing not only our story but other people’s stories, we therefore gain awareness, trust and loyalty so that when they do make a purchase decision, we’re top of mind.”Wednesday, October 19, 2011

Nike+Wednesday, October 19, 2011

Nike+ GadgetsWednesday, October 19, 2011

Nike+ Web ToolsWednesday, October 19, 2011

Nike+ Online CommunityWednesday, October 19, 2011

Nike+ CompetitionsWednesday, October 19, 2011

Nike+ & Blogging Jason Walker - “DJ that loves hip-hop & exclusive sneakers” Went from 265 - 205 & Nike asked him to be a Run ReporterWednesday, October 19, 2011

Nike+ & VideoWednesday, October 19, 2011

Nike+ - Human RaceWednesday, October 19, 2011

Nike+ Goes SocialWednesday, October 19, 2011

Nike & Facebook Over 110 Different Fan PagesWednesday, October 19, 2011

The Nike MagWednesday, October 19, 2011

The CauseWednesday, October 19, 2011

The FoundationWednesday, October 19, 2011

The End Goal Drive Traffic to eBay for chance at winning 1 of 150 pairs.Wednesday, October 19, 2011

Video Joined June 16th 3,618 Subscribers 9 Videos Total Upload Views: 6,989,406 http://www.youtube.com/user/NikeB4TFWednesday, October 19, 2011

Facebook & Twitter Auto-Share FunctionalityWednesday, October 19, 2011

Supporting Efforts Celebrity Cast for Video Universal Studios Tour Guest Artist Movie PostersWednesday, October 19, 2011

Launch Event They held several launch events and 3 live auctions Cafe’ 80s Live Auction Griff’s HoverboardWednesday, October 19, 2011

Pop Up Display Live Event in New York CityWednesday, October 19, 2011

Press NiceKicks.com The Late ShowWednesday, October 19, 2011

End Result 1500 Pairs Sold - 10 Days $9,959 - Highest Winning Bid $2,300 - Lowest Winning Bid $5,695,190.53 - Total Amount Raised 38,464 - Total # of Bids 100% Match by co-Founder of Google Data by Nike Talk Photo from NikeBlog.com - Brian Wilson from SF GiantsWednesday, October 19, 2011

Blendtec First 5 videos cost $50 The first iPhone video generated 1mil views in 1day. 174,487,132 Total Upload ViewsWednesday, October 19, 2011

assignments 3 Blog Posts - Consider Starting to work on your blog series. Really spend time reviewing your blog structure and layout if you haven’t already. Online Participation - Keep it up. Come to Class Next Week with Ideas on Your Paper due Dec 1stWednesday, October 19, 2011

Fall 11 - Strategy - HUSM

by Andrew Hoffman

Accessibility

Categories

Upload Details

Usage Rights

Statistics