J-Term11 - Day 7 & 8 - Strategies

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I presented basic definitions around the idea of strategy and strategic planning as well as highlighting a number of brands with digital strategies.

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J-Term11 - Day 7 & 8 - Strategies

  1. 1. Friends Tweets & Change THE CASE FOR GRASSROOTS COMMUNICATION J-TERM 2011 Social Media Strategies Day 7 Instructor: Andrew HoffmanWednesday, January 12, 2011
  2. 2. Define Strategy Refers to a plan of action designed to achieve a particular goal.Wednesday, January 12, 2011
  3. 3. 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, January 12, 2011
  4. 4. 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, January 12, 2011
  5. 5. 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 • What other external factors will help hinder you in meeting your objectives? you in meeting your objectives? Opportunities ThreatsWednesday, January 12, 2011
  6. 6. Next Steps Goals Plan execute evaluateWednesday, January 12, 2011
  7. 7. Social Media Strategy Same principles apply!Wednesday, January 12, 2011
  8. 8. Ford Explorer Goals 30,000 Initial Facebook Fans Prior to Launch Reach upwards of 50 million people onlineWednesday, January 12, 2011
  9. 9. Ford Explorer Skipped July auto show launch to launch via Facebook & complete social media campaignWednesday, January 12, 2011
  10. 10. Ford Explorer Promoted their Facebook page with imbedded “Like” buttons in adsWednesday, January 12, 2011
  11. 11. Ford Explorer Official Launch in NYC - Mike Rowe using his Flip Camera & posting to YouTube immediatelyWednesday, January 12, 2011
  12. 12. Ford Explorer Complete YouTube Channel with 106 videosWednesday, January 12, 2011
  13. 13. Ford Explorer Great Twitter InteractionWednesday, January 12, 2011
  14. 14. Ford Explorer Current Facebook Page: 137,480 Fans 952 Pictures & 8 Videos Uploaded by Fans 8 Videos Uploaded by FansWednesday, January 12, 2011
  15. 15. Explorer Success Engagement & Interaction!Wednesday, January 12, 2011
  16. 16. 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, January 12, 2011
  17. 17. Nike+Wednesday, January 12, 2011
  18. 18. Nike+ GadgetsWednesday, January 12, 2011
  19. 19. Nike+ Web ToolsWednesday, January 12, 2011
  20. 20. Nike+ Online CommunityWednesday, January 12, 2011
  21. 21. Nike+ CompetitionsWednesday, January 12, 2011
  22. 22. Nike+ & Blogging Jason Walker - “DJ that loves hip-hop & exclusive sneakers” Went from 265 - 205 & Nike asked him to be a Run ReporterWednesday, January 12, 2011
  23. 23. Nike+ & VideoWednesday, January 12, 2011
  24. 24. Nike+ - Human RaceWednesday, January 12, 2011
  25. 25. Nike+ Goes SocialWednesday, January 12, 2011
  26. 26. StarbucksWednesday, January 12, 2011
  27. 27. Starbucks on Twitter Starbucks Coffee Company @starbucks Starbucks Careers @starbucksjobs Starbucks Live @StarbucksLive Starbucks Card @StarbucksCard MyStarbucksIdea.com @MyStarbucksIdea Most Tweeted Brand on TwitterWednesday, January 12, 2011
  28. 28. Starbucks on Facebook #1 Brand on FacebookWednesday, January 12, 2011
  29. 29. Starbucks on YouTubeWednesday, January 12, 2011
  30. 30. Starbucks Core Philosophies it’s about relationships, not marketing be authentic don’t outsource your voice social fits within a larger digital, and integrated strategy Alexandra Wheeler, Digital Director, StarbucksWednesday, January 12, 2011
  31. 31. MyStarbucksIdeas.comWednesday, January 12, 2011
  32. 32. Future of StarbucksWednesday, January 12, 2011

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