Integrating Social Into Strategic Communication
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Integrating Social Into Strategic Communication is a presentation for students who intend to integrate social media into other disciplines such as advertising, public relations, and marketing as it ...

Integrating Social Into Strategic Communication is a presentation for students who intend to integrate social media into other disciplines such as advertising, public relations, and marketing as it relates to people and organizational communication. It is presented as in-class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.

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Integrating Social Into Strategic Communication Integrating Social Into Strategic Communication Presentation Transcript

  • [integrating social into strategic communication] Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [what is social media anyway?] Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [what is social media anyway?]Social media describes technologies thatpeople use to share content, opinions,insights, experiences, and perspectives byinteracting with each other in an environment. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [what is social media anyway?]Social media describes technologies thatpeople use to share content, opinions,insights, experiences, and perspectives byinteracting with each other in an environment. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [what is social media anyway?]Social media describes technologies thatpeople use to share content, opinions,insights, experiences, and perspectives byinteracting with each other in an environment. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [but wait.] Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [isn’t social media a medium?] Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [social media includes all technologies...] Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [...operating in one environment...] Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [...driven by people.] Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [what people?] Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [almost everybody.] 350 million *internetworldstats.com Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • Interests of Internetusers [what they say they like.]Below is a cross sample of the top 20 mostcommonly liked ‘general interests’ onFacebook, which is the largest social networkon the Internet. Ages 18+ in the United Statesand rounded in millions.1. Comedy — 19 million3. Music — 13 million4. Shopping — 11 million5. Clothes — 11 million7. Movies — 10 million8. The Bible — 9 million13. Coffee — 9 million14. Lingerie — 8 million15. Video games — 7 million17. Animation — 7 million People publicly like funny18. Cooking — 7 million stuff, music, shopping,21. Reading — 7 million entertainment, and religion.24. Social networks — 6 million32. Drama — 6 million37. Basketball — 6 million35. Travel — 5 million44. Sleeping — 5 million48. Country music — 5 million51. Vampires — 5 million52. Camping — 5 million *optimal | 12.11 Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [what they really like.]But they tend to talk aboutfunny stuff, sex, politics,celebrities, and sports. *trendbuzz | 12.2.11 Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [how do they express it?]They like it enough to talkabout it online, but notenough to do any of it. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [where do they express it?]They spend most of theirtime on social networksand reading blogs. 43% increase in time 28% decrease in time Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [how often do they express it?]• 40 hrs./week, up from 9 hrs./week in 2006 “Other” includes checking the news, organizing their lives, and shopping for products. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [and they don’t express it alone.] The most significant change in communication wasn’t media, but rather the way people could interact with the media in an open environment. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [the environment.]But to understand this environment, it isalways helpful to understand the way itused to be, just a few decades ago. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [the old environment.] 1750s advertising 1920s 1960s wordreporters technology pr public of mouth Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [the new environment.]reporters pr, advertising, social insiders social public Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [the future environment.]people people people Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [so why aren’t we here yet?]reporters social companies Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [communication silos.]The fundamental challenge for most organizations is that social media is oneenvironment where messages work on a one-to-many, one-to-some, and one-to-one scale across multiple technologies at the same time in real time, butmost communication-related professionals do not have this experience. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [communication silos.] advertising sales internalpublic relations social media branding direct publicity Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • Send the right message to where your Don’t forget to Develop target is. tell your individual employees what contacts and is going on. word of mouth. Make friends Work with one person at aspecific publics, time and theyespecially media will tell friends.and influencers. If everyone Focus on your knows what you demographic are about, so and you will find will your target. Reach the the target. masses, and your target will hear about it. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [rethink communication.] digitalsocial networks intranet outreach content creation mobile offline support grassroots Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [and think strategic.]one-to-some one-to-many one-to-one Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [think strategic.]Every communication plan has two parts. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [think strategic.]The mission, vision, values, history, and anassessment of current internal and externalissues as they align with the company goals. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [think strategic.]Specific publics, important messages,delivery of messages, timing ofdelivery, and measurement/feedback. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [think strategic.]Critical Areas Of Focus.• Determine the mission, value proposition, and objective. - What is the message?• Define the context as it relates to the organization. - What is the context?• Decide on the voice or voices of the organization. - Who is the messenger?• Discover where your existing customers already are. - Where are your customers?• Determine where your potential customers might be. - Who else might be interested?• Decide which technologies could reach them. - Where are they engaged?• Listen to what is already taking place in the space. - How receptive will they be?• Figure out how you can add value to what they do. - Do you have beneficial content?• Decide what your expected outcomes might be. - What is the expected outcome? Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [think strategic.]But just because you have the rightmessage for you doesn’t mean youhave the right message for anyone. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [think strategic.]Many marketers attempt to interruptsocial media with irrelevant messages. me, me, me vote left! vote right! silly cats photos! my team won! how to meet a guy! red carpet roundup! other stuff! Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [think strategic.]When that doesn’t work, they give up ortry one of two approaches for attention. short-term tactical and long-term strategic. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [think strategic.]The tactical is short term becauserelevance is difficult to fake or force. me, me, me, with silly cat photos vote left! vote right! silly cats photos! my team won! how to meet a guy! red carpet roundup! other stuff! Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [think strategic.] Strategic is long term but requires significant planning and adaptation to reach a smaller interested group. Relevant. Reach. Relevance is the ability to send the right message to the right people at the right time. Right time.Huh. Very interesting. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [think strategic.]Strategic also requires that youchoose the right technologies. Relevant. Reach. Right time. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [technologies.]Most marketers choose the mostpopular online technologies andplatforms to develop their presence,which frequently leads to missedopportunities, shiny object syndrome,and content overload. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [blogs.]But if you do choose the right onlinetechnologies to deliver relevant, well-timed messages to people with anexpressed interest, social is the mostpowerful means of communication,online or offline. It will touch people. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [blogs.] • Content that adds value on a regular basis. • Opportunity to provide point of view. • Opportunity to share news and announcements. • Opportunity to position the company brand. • Potential for mixed media integration. • Easily shared by social networks, email, etc. • Enhances search engine optimization. • Provides a mechanism for public feedback. • Provides a central hub for other online activities.blogsouthwest.com • Chronicles information and content as it happens. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [what is involved?] • Ongoing research within select topic fields. • A well-defined purpose communicated as a context. • Editorial calendar for reasonable consistency. • Content development and writing of content. • Purchase and/or making arrangements for photos/art. • Layout to enhance editorial. • Making the content readily available for readers. • Searching out people who might be interested. • Ongoing promotion online, offline, and in directories.liquidhip.com • Monitoring comments, links, and actions. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [what can be done.]• A niche environmental engineering company employed a blog toreach state and federal environmental agencies, engineering firms,and manufacturers to become a subject matter expert.600 subscribers within the first 90 days.• A nonprofit organization used a cause-oriented blog to engagevolunteers and increase attendance at an annual fundraising event,which resulted in the largest amount of individual donations raisedfor the event. 700 subscribers within the first 60 days.• An independent film employed a blog as its social media contenthub, drawing 700,000 trailer and production footage views, 30,000content readers, expanded reach among fans of the cast, and ahighly engaged social network audience. Increased distribution of thefilm resulted in higher home distribution sales. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • ConnectSubscribe ShopOrganize Comment Find Share Purchase Relevant Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [sites.] • Create something new and unique. • Develop and create a vibrant community. • Opportunity to help other people achieve goals. • Opportunity to ‘be’ the online company. • Limited only by imagination and resources. • Foundation is largely independent of other platforms. • Ability to integrate other tools into the site. • Opportunity to build features and functions. • Becomes the hub for interested people and parties.kickstarter.com Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [what is involved?] • Market research to determine an under-met need. • Innovative development of products and services. • Long-term planning to stay one step ahead. • High tolerance of risk and fearlessness. • Willingness to accept criticism and setbacks. • Wear multiple hats and cater to funding sources. • Develop a communication plan, online and off. • Develop an engaging presence at rapid speed. • Deliver on promises from sign-up to forever.celebratinglegacy.com • Ability to set increasingly higher objectives. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [what can be done.]• Kickstarter.com demonstrated what could be accomplished as afundraising platform commonly known as “crowdfunding.” The site raisedmore than $75 million for 10,000 projects by 2009, with the mostsuccessful project receiving almost $1 million in funding.• DonorsChoose.org helps match people who want to donate to veryspecific school projects to teachers who have a specific wish for theirstudents by subject, location, and financial need. The site has funded 210,00projects and helped more than 5.1 million students.• Zappos.com started as nothing more than an online site that sold third-party shoes but eventually grew into one of the largest social media andcustomer service success stories on the Internet. While it sells more thanshoes today, it is still the largest online shoe retailer in the world. It hit$840 million in sales by 2007. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • Personal FreshFocus onOthers RelevantUrgencyCommunity Proximity Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [social networks.] • Real-time customer interaction. • Real community development. • Proximity and interest advertising. • Breaking news announcements. • Customer feedback on content. • Sharing features within the network. • Ongoing engagement with members. • Opportunities to create and participate. • Social, media, and Internet searches.facebook.com • Customer demographics and proximity. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [social networks.] • Real-time customer interaction. • Networking with colleagues. • Sharing and consuming content. • Breaking news and topic trends. • Humor and entertainment. • Drama and intense discussions. • Joining discussions, such as hashtag chats. • Participation as opposed to creation. • Asking and answering questions online.twitter.com Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [social networks.] • Ability to designate connections. • Easy and uncluttered look and feel. • Easy to find content because of less noise. • Important integration into search functions. • Creative and tech-oriented topics. • Difficult to establish connections with people. • Designed as an individual network. • New and not always used by members.Google+ • Limited engagement for brands online. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [niche networks.]YouTube - Media Rich • MySpace - struggling network, mostly bands. • Digg - struggling news-sharing service. • Stumbleupon - eye candy and creative sharing. • Delicious - recently revamped with stacks.LinkedIn - Pro Network • Chime.in - revamped with entertainment thrust. • Reddit - counterculture and college topics. • Friedeggs - message service without content limit. • BlogCatalog - social network for bloggers. • And one million others ... you may never know. Social Media For Strategic Communication 2012 Flickr - Niche Media Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [what’s involved?] • Extensive time commitment. • Personable, empathetic messenger. • Carefully selected network connections. • Capable of sharing valuable content. • Sensitivity to under- and over engagement. • Prepared for crisis communication. • Customer service and spokesperson trained. • A high degree of knowledge and authenticity. • An understanding of what topic relevance means.Google+ • Recognition that spammers are ignored or banned. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [what can be done.]• Ford launched its 2011 Explorer on Facebook, driving a 104 percentincrease in online shopping activity for the SUV. This was compared to aSuper Bowl TV ad, which generally increased the same activity by 14percent.• Foiled Cupcakes joined Twitter while its website was being redesigned. Bythe time the website was launched, the cupcake startup had 2,200 peoplewho were interested in the opening. Many of them promoted.• Newcomer Pinterest relies extensively on visual communication. One‘mommy baker’ shared a single image of a cake that was shared 750 timesin 24 hours, which led to increased site traffic and foodie reviews. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [think strategic.]Each network presence has to be morethan interruption, regurgitation, jokes,and coupon codes. Networks thrive onrelevance and unique offerings that aredeveloped specifically for that network. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [integrated social media] Content spontaneous readers share and engage informalwe share andengage some individuals networks share formal readers, community, videos, insiders, giveaways, labels, reviews promotion publishers developing review publication Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • Content [integrated social media] meet/greets share proximity ads breaking news feedback current scores field news real time bridge interests nurture support cross promote reach seniors find sponsors communityparticipant content collaboration show standings coach tips youth profiles special events fictional youth sports program Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • Content [integrated communication] share events share share print share share pr reinforceparticipant share content fictional youth sports program Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [what can be done.]• A campaign that engages people to share their thoughts on one ofthree different human rights issues was spread by 1.2 million blogsand social networks that reached more than 250 million peopleworldwide. It was done on a shoestring budget and no hard costs.• Engaging people and making them active participants in thecontent created and the cause that their community decides to takeis a more powerful motivator than most marketing strategies.• But it goes beyond engaging people who are directly impacted by aspecific issue. You have to connect the dots and start to ask yourselfwho has an interest in a cause for reasons other than the obvious. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [social business.] Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [social business.] 52 percent of survey respondents believe that social business is important to their business today and 86 percent of managers believe social business will be important within the next three years.MIT Sloan | 2012 Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [how do you measure that?] Most companies spread messages about themselves in an effort to generate interest. They measure likes, tweets, and shares and wonder how those numbers tie to direct sales. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [how do we measure that?] Real measurement is not about likes, tweets, or shares. It is about aligning planned objectives to a measurable outcome, just as communicators do for total integrated communication plans. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [measurement has a formula.] The intent of your communication vs. the outcomes of your communication is the return on your communication. Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [measure outcomes vs. intent]Critical Areas Of Focus.• Do we want to increase sales? - Measure prospects and sales.• Do we want to increase in-store traffic? - Track check-ins.• Do we want to improve the value of our brand? - Monitor sentiment.• Do we want to reposition the company? - Poll the public.• Do we want to improve our credibility? - Track media and reviews.• Do we want to improve name recognition? - Track accuracy of mentions.• Do we want to increase participation in a program? - Count participants.• Do we want people to adopt a specific belief? - Benchmark and measure.• Do we want to be the most popular kid on the block? - Are you kidding me?• Social media is only one piece of communication. Social Media For Strategic Communication 2102 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [measure your mission.] Beyond that, when a company knows its mission and delivers on a promise, then it can shape public perception because most will stop acting like customers and more like partners. Social Media For Strategic Communication 2102 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [think about people.]people people people Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • [integrating social into strategic communication] Richard R. Becker, ABC President, Copywrite, Ink. copywriteink.com richardrbecker.com liquidhip.com celebratinglegacy.com copywriteinkinc@yahoo.com 702.341.7135 Social Media For Strategic Communication 2012 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas