[integrating social into strategic communication]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite...
[what is social media anyway?]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the Unive...
Social media describes technologies that
people use to share content, opinions,
insights, experiences, and perspectives by...
Social media describes technologies that
people use to share content, opinions,
insights, experiences, and perspectives by...
Social media describes technologies that
people use to share content, opinions,
insights, experiences, and perspectives by...
[but wait.]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the University of Nevada, La...
[isn’t social media a medium?]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the Unive...
[isn’t social media a medium?]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the Unive...
[social media includes all technologies...]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink....
[...operating in one environment...]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the...
[...driven by people.]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the University of...
[what people?]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the University of Nevada,...
[almost everybody.]

350 million

*internetworldstats.com

*pewinternet.org

Social Media For Strategic Communication 2013...
Interests of Internet
users

[what they say they like.]

Below is a cross sample of the top 20 most
commonly liked ‘genera...
[what they really like.]

*trendbuzz

But they tend to talk about
funny stuff, sex, politics,
celebrities, and sports.

So...
[how do they express it?]

They like it enough to talk
about it online, but not
enough to create any of it.

Social Media ...
[where do they express it?]

28% decrease in email usage
48% increase in time on blogs and networks

They spend most of th...
[how often do they express it?]
• 40 hrs./week, up from 9 hrs./week in 2006

“Other” includes checking
the news, organizin...
[and they don’t express it alone.]

The most significant change in
communication wasn’t media, but rather
the way people co...
[the environment.]

But to understand this environment, it is
always helpful to understand the way it
used to be, just a f...
[the old environment.]

1750s
advertising

1920s

1960s

reporters

technology

pr

public

word
of
mouth

Social Media Fo...
[the current environment.]

social public

reporters

pr, advertising, social insiders

Social Media For Strategic Communi...
[the future environment.]

people

people

people

Social Media For Strategic Communication 2013
Richard Becker, Copywrite...
[so why aren’t we there yet.]

people

people

people

Social Media For Strategic Communication 2013
Richard Becker, Copyw...
[communication silos.]

The fundamental challenge for most organizations is that social media
is one environment where mes...
[communication silos.]
advertising

sales

internal

public relations

social media

branding

direct

publicity

Social M...
Develop
individual
contacts and
word of mouth.

Send the right
message to
where your
target is.

Don’t forget to
tell your...
[rethink communication.]
digital

social networks

intranet

content creation

outreach

mobile

offline support

grassroot...
[think strategic.]

one-to-some

one-to-many

one-to-one

Social Media For Strategic Communication 2013
Richard Becker, Co...
[think strategic.]

Every communication plan has two parts.

Social Media For Strategic Communication 2013
Richard Becker,...
[think strategic.]

The mission, vision, values, history, and an
assessment of current internal and external
issues as the...
[think strategic.]

Specific publics, important messages,
delivery of messages, timing of
delivery, and measurement/feedbac...
[think strategic.]
• Determine the mission, value proposition, and objective. - What is the message?
• Define the context a...
[think strategic.]

But just because you have the right
message for you doesn’t mean you
have the right message for anyone...
[think strategic.]

vote left!

me, me, me

silly cats photos!

vote right!

my team won!

how to meet a guy!

red carpet ...
[think strategic.]

When that doesn’t work, they give up or
try one of two approaches for attention.

short-term tactical ...
[short-term tactical.]

vote left!

me, me, me, and silly cats

silly cats photos!

vote right!

my team won!

how to meet...
[long-term strategic.]
Relevant.

Reach.

Right time.

Relevance is the ability to send the right
message to the right peo...
[long-term strategic.]
Relevant.

Reach.

Right time.

And you to have to use the right technologies.

Social Media For St...
[technologies.]

Most marketers choose the most popular online technologies and
platforms to develop their presence, which...
[technologies.]

Technologies are tools and networks and applications.

Social Media For Strategic Communication 2013
Rich...
[tools.]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las V...
[tools.]

desktop

mobile

+ dozens and millions more.

glasses

big data

surfaces

interactive

remote

a.i.

talking ca...
[networks.]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the University of Nevada, La...
[networks.]

+ 500 majors and millions more.

cafemom

facebook

twitter

google+

pinterest

linkedin

goodreads

tumblr
...
[applications.]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the University of Nevada...
[applications.]

youtube

flickr

meetup

feed.ly

instagram

paper.li

+ 100 majors and millions more.

social medium

sli...
[highlights.]

Let’s dig deeper into a a few of the most common technologies.

Social Media For Strategic Communication 20...
[blogs.]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las V...
[blogs.]

• Content that adds value on a regular basis.
• Opportunity to provide point of view.
• Opportunity to share new...
[what’s involved.]

• Ongoing research within select topic fields.
• A well-defined purpose delivered with context.
• Editor...
• A niche environmental engineering
company employed a blog to reach state
and federal environmental agencies,
engineering...
Connect

Shop

Subscribe
Organize

Comment
Share
Purchase

Find
Relevant

Social Media For Strategic Communication 2013
Ri...
[sites.]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las V...
[sites.]

• Create something new and unique.
• Develop and create a vibrant community.
• Opportunity to help other people ...
[what is involved?]

• Market research to determine an under-met need.
• Innovative development of products and services.
...
• Kickstarter.com demonstrated what could be
accomplished as a fundraising platform
commonly known as “crowdfunding.” The ...
Personal

Fresh
Focus on
Others

Relevant

Urgency

Community

Proximity

Social Media For Strategic Communication 2013
Ri...
[social networks.]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the University of Nev...
[social networks.]

• Real-time customer interaction.
• Real community development.
• Proximity and interest advertising.
...
[social networks.]

• Real-time customer interaction.
• Networking with colleagues.
• Sharing and consuming content.
• Bre...
[social networks.]

• Ability to designate connections.
• Easy and uncluttered look and feel.
• Easy to find content becaus...
[niche networks.]

YouTube - Media Rich
• Path - mobile app built around privacy.
• Vine - mini video sharing application....
[what’s involved.]

• Extensive time commitment.
• Personable, empathetic messenger.
• Carefully selected network connecti...
[what can be done.]
• Ford launched its 2011 Explorer on
Facebook, driving a 104 percent
increase in online shopping activ...
[think people first.]

Each network presence has to be more
than interruption, regurgitation, jokes,
and coupon codes. Netw...
[models.]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las ...
administrators

legislators

unions

[people.]

teachers

parents

staff

children

media

community
hypothetical educatio...
foundation

motivation

fiscal policy

teamwork

worker rights

performance

[objectives.]

achievement

development

advoc...
foundation

motivation

fiscal policy

teamwork

worker rights

performance

[technologies.]

achievement

development

adv...
[case concepts.]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the University of Nevad...
public

Content
spontaneous
readers
engage

informal

share and engage

reviewed engage

formal

readers,
insiders,
review...
[integrated]
national/local news to public

discussions
event news

member news
group

live tweets
and news
coming soon

i...
[integrated]

Content

share

real time

community
participant
content

meet/greets
proximity ads
breaking news
feedback
c...
Content
share events
share

share print

reinforce
participant
content

[integrated]

share pr

hypothetical youth sports ...
[integrated]

Content
share events
share

share print

reinforce
participant
content

share pr

hypothetical youth sports ...
[standard concepts.]

The point is that there are a number of
ways to build an organizational model.

[integrated]
Social ...
• A campaign that engages people
to share their thoughts on one of
three different human rights issues
was spread by 1.2 m...
[the next step.]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the University of Nevad...
[the next step.]

MIT Sloan | 2012

52 percent of survey
respondents believe that social
business is important to their
bu...
[measurement.]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the University of Nevada,...
[measurement.]

Most companies spread messages about
themselves in an effort to generate interest.
They have expectations ...
[measurement.]

Social Media For Strategic Communication 2013
Richard Becker, Copywrite, Ink. at
the University of Nevada,...
[measurement.]

While there is nothing wrong with that,
real measurement is about aligning
planned objectives to a measura...
[measurement.]

The intent of your communication vs.
the outcomes of your communication
is the return on your communicatio...
[measurement.]

[(B • I) (m+s • r)/d] / [O/(b + t + e)] = ROC

Social Media For Strategic Communication 2013
Richard Becke...
[measurement.]

The intent of you communication, amplified by your existing
brand equity times the strength of the message ...
[measurement.]
• Do we want to increase sales? - Measure prospects and sales.
• Do we want to increase in-store traffic? - ...
[measurement.]

Beyond that, when a company knows
its mission and delivers on a promise,
then it can shape public percepti...
Richard R. Becker, ABC
President, Copywrite, Ink.
copywriteink.com
richardrbecker.com
liquidhip.com
celebratinglegacy.com
...
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Social Media For Strategic Communication

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Social Media For Strategic Communication is a presentation for students and professionals who are looking to integrate social media as part of an strategic organizational communication plan. This deck is the newest rendition of the in-class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.

Published in: Education, Technology, Business

Social Media For Strategic Communication

  1. 1. [integrating social into strategic communication] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  2. 2. [what is social media anyway?] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  3. 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 For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  4. 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 For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  5. 5. 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 For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  6. 6. [but wait.] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  7. 7. [isn’t social media a medium?] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  8. 8. [isn’t social media a medium?] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  9. 9. [social media includes all technologies...] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  10. 10. [...operating in one environment...] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  11. 11. [...driven by people.] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  12. 12. [what people?] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  13. 13. [almost everybody.] 350 million *internetworldstats.com *pewinternet.org Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  14. 14. Interests of Internet users [what they say they like.] Below is a cross sample of the top 20 most commonly liked ‘general interests’ on Facebook, which is the largest social network on the Internet. Ages 18+ in the United States and rounded in millions. 1. Comedy — 19 million 3. Music — 13 million 4. Shopping — 11 million 5. Clothes — 11 million 7. Movies — 10 million 8. The Bible — 9 million 13. Coffee — 9 million 14. Lingerie — 8 million 15. Video games — 7 million 17. Animation — 7 million 18. Cooking — 7 million 21. Reading — 7 million 24. Social networks — 6 million 32. Drama — 6 million People publicly like funny stuff, music, shopping, entertainment, and religion. 37. Basketball — 6 million 35. Travel — 5 million 44. Sleeping — 5 million 48. Country music — 5 million 51. Vampires — 5 million 52. Camping — 5 million *optimal Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  15. 15. [what they really like.] *trendbuzz But they tend to talk about funny stuff, sex, politics, celebrities, and sports. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  16. 16. [how do they express it?] They like it enough to talk about it online, but not enough to create any of it. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  17. 17. [where do they express it?] 28% decrease in email usage 48% increase in time on blogs and networks They spend most of their time on social networks and reading blogs. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  18. 18. [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 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  19. 19. [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 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  20. 20. [the environment.] But to understand this environment, it is always helpful to understand the way it used to be, just a few decades ago. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  21. 21. [the old environment.] 1750s advertising 1920s 1960s reporters technology pr public word of mouth Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  22. 22. [the current environment.] social public reporters pr, advertising, social insiders Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  23. 23. [the future environment.] people people people Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  24. 24. [so why aren’t we there yet.] people people people Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  25. 25. [communication silos.] The fundamental challenge for most organizations is that social media is one environment where messages work on a one-to-many, one-tosome, and one-to-one scale across multiple technologies at the same time in real time, but most professionals do not have this experience. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  26. 26. [communication silos.] advertising sales internal public relations social media branding direct publicity Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  27. 27. Develop individual contacts and word of mouth. Send the right message to where your target is. Don’t forget to tell your employees what is going on. Make friends one person at a time and they will tell friends. Work with specific publics, especially media and influencers. If everyone knows what you are about, so will your target. Reach the masses, and your target will hear about it. Focus on your demographic and you will find the target. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  28. 28. [rethink communication.] digital social networks intranet content creation outreach mobile offline support grassroots Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  29. 29. [think strategic.] one-to-some one-to-many one-to-one Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  30. 30. [think strategic.] Every communication plan has two parts. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  31. 31. [think strategic.] The mission, vision, values, history, and an assessment of current internal and external issues as they align with the company goals. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  32. 32. [think strategic.] Specific publics, important messages, delivery of messages, timing of delivery, and measurement/feedback. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  33. 33. [think strategic.] • 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? Critical Areas Of Focus. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  34. 34. [think strategic.] But just because you have the right message for you doesn’t mean you have the right message for anyone. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  35. 35. [think strategic.] vote left! me, me, me silly cats photos! vote right! my team won! how to meet a guy! red carpet roundup! other stuff! Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  36. 36. [think strategic.] When that doesn’t work, they give up or try one of two approaches for attention. short-term tactical and long-term strategic. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  37. 37. [short-term tactical.] vote left! me, me, me, and silly cats silly cats photos! vote right! my team won! how to meet a guy! red carpet roundup! other stuff! Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  38. 38. [long-term strategic.] Relevant. Reach. Right time. Relevance is the ability to send the right message to the right people at the right time. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  39. 39. [long-term strategic.] Relevant. Reach. Right time. And you to have to use the right technologies. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  40. 40. [technologies.] Most marketers choose the most popular online technologies and platforms to develop their presence, which frequently leads to missed opportunities, shiny object syndrome, and content overload. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  41. 41. [technologies.] Technologies are tools and networks and applications. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  42. 42. [tools.] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  43. 43. [tools.] desktop mobile + dozens and millions more. glasses big data surfaces interactive remote a.i. talking cars geotags holograms ddd Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  44. 44. [networks.] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  45. 45. [networks.] + 500 majors and millions more. cafemom facebook twitter google+ pinterest linkedin goodreads tumblr blogcatalog tagged path deviantART Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  46. 46. [applications.] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  47. 47. [applications.] youtube flickr meetup feed.ly instagram paper.li + 100 majors and millions more. social medium slideshare vine bit.ly scoop.it commun.it Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  48. 48. [highlights.] Let’s dig deeper into a a few of the most common technologies. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  49. 49. [blogs.] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  50. 50. [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 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  51. 51. [what’s involved.] • Ongoing research within select topic fields. • A well-defined purpose delivered with 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 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  52. 52. • A niche environmental engineering company employed a blog to reach state and federal environmental agencies, engineering firms, and manufacturers to become a subject matter expert. 600 subscribers within the first 90 days. [what can be done.] • A nonprofit organization used a causeoriented blog to engage volunteers and increase attendance at an annual fundraising event, which resulted in the largest amount of individual donations raised for the event. 700 subscribers within the first 60 days. • An independent film employed a blog as its social media content hub, drawing 700,000 trailer and production footage views, 30,000 content readers, expanded reach among fans of the cast, and a highly engaged social network audience. Increased distribution of the film resulted in home distribution sales. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  53. 53. Connect Shop Subscribe Organize Comment Share Purchase Find Relevant Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  54. 54. [sites.] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  55. 55. [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 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  56. 56. [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 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  57. 57. • Kickstarter.com demonstrated what could be accomplished as a fundraising platform commonly known as “crowdfunding.” The site raised more than $75 million for 10,000 projects by 2009, with the most successful project receiving almost $1 million in funding. [what can be done?] • DonorsChoose.org helps match people who want to donate to very specific school projects to teachers who have a specific wish for their students by subject, location, and financial need. The site has funded 210,00 projects 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 and customer service success stories on the Internet. While it sells more than shoes 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 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  58. 58. Personal Fresh Focus on Others Relevant Urgency Community Proximity Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  59. 59. [social networks.] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  60. 60. [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. • Customer demographics and proximity. facebook.com Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  61. 61. [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 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  62. 62. [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 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  63. 63. [niche networks.] YouTube - Media Rich • Path - mobile app built around privacy. • Vine - mini video sharing application. • Stumbleupon - eye candy and creative sharing. • Pinterest - photo bulletin board with interests. • Medium - idea sharing like a community blog. LinkedIn - Pro Network • Reddit - counterculture and college topics. • Instagram - vintage photo sharing platform. • BlogCatalog - social network for bloggers. • And one million others ... you may never know. Flickr - Niche Media Tuesday, October 22, 13 Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  64. 64. [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. • Recognition that spammers are ignored or banned. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  65. 65. [what can be done.] • Ford launched its 2011 Explorer on Facebook, driving a 104 percent increase in online shopping activity for the SUV. This was compared to a Super Bowl TV ad, which generally increased the same activity by 14 percent. • Foiled Cupcakes joined Twitter while its website was being redesigned. By the time the website was launched, the cupcake startup had 2,200 people who 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 times in 24 hours, which led to increased site traffic and foodie reviews. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  66. 66. [think people first.] Each network presence has to be more than interruption, regurgitation, jokes, and coupon codes. Networks thrive on relevance and unique offerings that are developed specifically for that network. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  67. 67. [models.] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  68. 68. administrators legislators unions [people.] teachers parents staff children media community hypothetical educational institution Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  69. 69. foundation motivation fiscal policy teamwork worker rights performance [objectives.] achievement development advocacy hypothetical educational institution Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  70. 70. foundation motivation fiscal policy teamwork worker rights performance [technologies.] achievement development advocacy hypothetical educational institution Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  71. 71. [case concepts.] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  72. 72. public Content spontaneous readers engage informal share and engage reviewed engage formal readers, insiders, reviews, news community, giveaways, promotion videos, labels, publishers [integrated] network members alternative review publication Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  73. 73. [integrated] national/local news to public discussions event news member news group live tweets and news coming soon industry news each network features specialized activities various member and general publics with overlapping members professional design organization Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  74. 74. [integrated] Content share real time community participant content meet/greets proximity ads breaking news feedback current scores field news bridge interests nurture support cross promote reach seniors find sponsors collaboration show standings coach tips youth profiles special events hypothetical youth sports program Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  75. 75. Content share events share share print reinforce participant content [integrated] share pr hypothetical youth sports program Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  76. 76. [integrated] Content share events share share print reinforce participant content share pr hypothetical youth sports program Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  77. 77. [standard concepts.] The point is that there are a number of ways to build an organizational model. [integrated] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  78. 78. • A campaign that engages people to share their thoughts on one of three different human rights issues was spread by 1.2 million blogs and social networks that reached more than 250 million people worldwide. It was done on a shoestring budget and no hard costs. [what can be done.] • Engaging people and making them active participants in the content created and the cause that their community decides to take is a more powerful motivator than most marketing strategies. • But it goes beyond engaging people who are directly impacted by a specific issue. You have to connect the dots and start to ask yourself who has an interest in a cause for reasons other than the obvious. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  79. 79. [the next step.] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  80. 80. [the next step.] MIT Sloan | 2012 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. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  81. 81. [measurement.] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  82. 82. [measurement.] Most companies spread messages about themselves in an effort to generate interest. They have expectations that revolve around actions such as likes, tweets, shares. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  83. 83. [measurement.] Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  84. 84. [measurement.] While there is nothing wrong with that, real measurement is about aligning planned objectives to a measurable outcome, just as communicators do for total integrated communication plans. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  85. 85. [measurement.] The intent of your communication vs. the outcomes of your communication is the return on your communication. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  86. 86. [measurement.] [(B • I) (m+s • r)/d] / [O/(b + t + e)] = ROC Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  87. 87. [measurement.] The intent of you communication, amplified by your existing brand equity times the strength of the message and suitability to the audience times its reach and adjusted for sustainability over the outcomes (minus the budget, time of production, and labor value) is a return on communication. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  88. 88. [measurement.] • 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. Critical Areas Of Focus. Social Media For Strategic Communication 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  89. 89. [measurement.] 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 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
  90. 90. 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 2013 Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tuesday, October 22, 13
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