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Social Media: Integrating Strategy

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Social Media: Integrating Strategy is a presentation intended for students hoping to integrate social media into other disciplines such as advertising, public relations, and marketing. ...

Social Media: Integrating Strategy is a presentation intended for students hoping to integrate social media into other disciplines such as advertising, public relations, and marketing.

The deck provides an overview of social media as it relates to people and technologies. More importantly, the class focused significant time on developing a strategic framework for applying the communication opportunities that social media affords.

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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Transcript

  • 1. social media [integrating social media into a communication plan] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 2. social media [what is social media anyway?] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 3. Social media describes technologies that people use to share content, opinions, insights, experiences, and perspectives by interacting with each other in an environment. social media [what is social media anyway?] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 4. Social media describes technologies that people use to share content, opinions, insights, experiences, and perspectives by interacting with each other in an environment. social media Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 5. technologies people environment. social media Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 6. i people. [who are these people?] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 7. i people. • 79 percent of the population* • 80 percent of all ethnicities • 95 percent of ages 18-29 • 42 percent of ages 65+, and growing • 63 percent of income ranges, and growing • 84 percent of income ranges over $30k • 52 percent of all education ranges, and growing • 90 percent of people with some college • 81-82 percent of all urban and suburban homes * does not account for public access points. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 8. environment. [what are they doing?] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 9. environment. • 32.7 hrs./week, up from 9 hrs./week in 2006 • 55 percent of the time, checking news • 46 percent of the time, interacting socially • 46 percent of the time, looking for specific interests • 39 percent of the time, looking for information • 37 percent of the time, looking at multimedia • 19 percent of the time, organizing their lives • 12 percent of the time, shopping Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 10. technologies. [how are they doing it?] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 11. technologies. • Publishing platforms, websites and blogs • Sharing platforms, like Flickr and YouTube • Social networks, like Twitter and Facebook • Ranking sites, like Digg, Reddit, and StumbleUpon • Curation tools, like Delicious and readers • Review sites, like TripAdvisor and Yelp! • Search engines, like Google, Bing, and Yahoo • Connectivity tools, like apps and email Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 12. [how does that work?] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 13. people. It’s almost like broadcast. iii iii iii i person. tech. content. tech. environment. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 14. Except... Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 15. content. people. iii ...it’s not. iii i tech. iii person. environment. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 16. communication [how does it fit with communication?] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 17. content. people. iii iii i tech. iii company. environment. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 18. i company. The fundamental challenge for most organizations is that social media is a singular environment 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, but most communication-related professionals do not have this experience. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 19. communication [what are companies used to?] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 20. i company. i publicity. Reach the masses, and your target will hear about it. If everyone knows what you are about, so will your target. branding. i i i Work with Send the right specific publics, message to especially media where your and influencers. target is. public relations. advertising. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 21. i company. i direct. Focus on your demographic and you will find the target. Develop individual contacts and word of mouth. i sales. i i Make friends Don’t forget to one person at a tell your time and they employees what will tell friends. is going on. social media. internal. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 22. i company. Social media mass niche works at every level at the person same time. No one owns social media because it is one environment. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 23. i company. Since social media is a singular environment, communication professionals have to ask the same questions they might ask before they developed any communication plan. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 24. i company. • 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 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 25. technologies. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 26. blogs. company. i iii i people. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 27. 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. • 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. • Chronicles information and content as it happens. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 28. blogs. [what is involved?] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 29. blogs. • Ongoing research within select content 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 directories. • Monitoring and responding to comments and actions. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 30. blogs. [what can be done?] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 31. blogs. • A niche environmental engineering company blog can be used to reach state and federal environmental agencies, engineering firms, and manufacturers to become a subject matter expert. *Six hundred subscribers within the first 90 days. • A nonprofit organization can use a cause-oriented blog to engage volunteers and increase attendance at an annual fundraising event. *Resulted in the largest amount of individual donations raised for the event. Seven hundred subscribers within the first 60 days. • An independent film can employ a blog as its social media content hub, increasing post-theatrical home distribution sales. *700,000 trailer and production footage views, 30,000 content readers, expanded reach among the fans of the cast, and a highly engaged social network audience. Increased distribution of the film resulted in higher home distribution sales. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 32. blogs. [how do people find blogs?] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 33. blogs. • search engines. • social networks. • email. • other blogs. • media sharing. • advertising. i • basically, anywhere people use technologies. • each other. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 34. blogs. Blogs could mass niche require time from every person department. Best suited for niche context, value content, media hubs, and some person-to-person connections. Occasionally, they have mass appeal. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 35. social networks. company. employees. i iii i people. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 36. social networks. • Real-time customer interaction. • Networking with colleagues. • Sharing and consuming content. • Breaking news announcements. • Humor and entertainment. • Drama and intense discussions. • Joining discussions in areas of interest. • Participation as opposed to creation. • Asking and answering questions online. • Tracking real-time topic trends. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 37. social networks. [what is involved?] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 38. social networks. • Extensive time commitment. • Personable messenger. • Carefully selected network. • Capable of sharing valuable content. • Sensitivity to under- and over engagement. • Ability to demonstrate empathy. • Prepared for crisis communication. • Some training to be a spokesperson. • A high degree of authenticity. • An understanding that spammers are banned. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 39. social networks. • Real-time customer interaction. • 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 and Internet searches. • Customer demographics and proximity. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 40. social networks. [what is involved?] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 41. social networks. • Maintaining a personal account. • Engaging in real-time customer interaction. • Providing relevant and original content. • Adding relevant multimedia. • Creating interactive experiences. • Taking some activities outside the network. • Encouraging interaction and visitation. • Participating in promoted activities. • Answering customer service questions. • Removing unwanted spam. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 42. social networks. [what can be done?] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 43. social networks. • The right social network can be used to develop a professional network of targeted individuals for the company or people working within the company. *Using networks like Linkedin open new relationships. • The right social network can be used to connect with volunteers or sponsors to share news and updates as well as foster one-on-one communication. *The real-time communication potential of networks like Twitter make it easy. • The right social network can be developed to create a community with a social network that interested parties already use on a daily basis. *Social networks like Facebook create a community-like feeling. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 44. social networks. [advertising potential?] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 45. social networks. i 4 page site i 2 1. People who connect (friends, interests). i 2. People who want to content (information). i 1 3 3. People who want to buy (incentive). 4. People who already bought (customer). 5. People referred who may never connect. i 5 advertisement *Facebook provides one of the better opportunities to target new members based on interest. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 46. social networks. Networks mass niche require skilled spokespeople person with time. All networks are different. While each reaches a mass audience, niche audience, and requires one-on-one real-time action, one might favor a specific communication style depending on objectives. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 47. content sites. i company. i iii i i Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 48. content sites. • Specific purpose media. • Limited social interaction. • Inclusive, but exportable to other locations. • Some are built for content, with limitations. • Some focus on content aggregation. • Some focus on directory information. • Some focus on multimedia creation. • The purposes are as varied as the media. • There is a limited degree of customization. • An understanding that spammers are banned. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 49. content sites. Content sites mass niche are designed to meet specific person needs. All content sites are different. The real question to ask is whether you want to develop a community around each site or use the content site as a place to export media to another destination. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 50. outcomes. There is a common misconception in social media that it cannot be measured. It can be measured. The challenge is aligning objectives to measurable outcomes, just as communicators do for total integrated communication plans. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 51. outcomes. The intent of your communication vs. the outcomes of your communication is the return on your communication. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 52. outcomes. • Do we want to increase sales? Measure inquiries 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 reviews and media. • 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? Bench and measure. • Do we want to be the most popular kid on the block? Are you kidding me? • Social media is one piece of a communication plan. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 53. i people. [but it always comes back to people] Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 54. i people. i 77 percent of consumers say a free product, free service, coupon or discount will attract them to follow or like a new brand. i 58 percent will abandon a brand if it over communicates or spams them. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 55. i people. i 63 percent of Americans say they interact with companies via websites. i 13 percent interact with or read a company blog, but most can’t tell the difference. Most shared links are directed at blogs. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 56. i people. i 46 percent of consumers say that they expect companies to be able to solve their problems. i 58 percent also say that when a brand acts irresponsibly toward "me" or other customers, they will stop following it. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 57. i people. i 28 percent of customers following a brand want the company to develop new ways to engage them online. i 53 percent will drop the brand if the information it shares isn't relevant. Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 58. i people. i 33 percent visit once or twice a week (not daily), but the balance visits a few times a month or year (14 percent never come back). i 36 percent will drop a brand that doesn't respond or refresh its content. Source: Five Lessons On Human Contradictions Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 59. i additional insights. Blogging Tips: Not All Posts Do The Same Thing i Creating Social Networks: Colonies Before Communities Counting Impressions: Twitter Follower Nonsense Changing Landscapes: Marketers Miss With Social Crafting Content: Five Tips For Better Content Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 60. Richard R. Becker, ABC President, Copywrite, Ink. copywriteink.com richardrbecker.com 702.341.7135 social media Social Media For Strategic Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas