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Social Networking Opportunity Workshop
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Social Networking Opportunity Workshop


This workshop was created in the early days of social media to provide an overview of key players, but it's lessons are still relevant to developing a marketing strategy today. …

This workshop was created in the early days of social media to provide an overview of key players, but it's lessons are still relevant to developing a marketing strategy today.

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Published in Business , Technology
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  • 1. Social Networking OS i lN t ki Opportunity t itWorkshoppSample Materials
  • 2. Workshop ObjectivesThe goal of this workshop is to explore ways to develop a cogent social g p p y p gnetworking strategy - in reaching this goal, we will also: Learn about social networking types and current best practices Link social networking to business objectives Using various case studies and exercises to practice measurement identification and selection 2
  • 3. Workshop Agenda Warm-up: The SNIQ (Social Network IQ) Quiz Review Current State of Play and [Company] Opportunities Define Top Company Objectives – Breakout Exercise: Outline Possible Business Objectives – Breakout Group Read outs Read-outs Decisions and Next Steps 3
  • 4. Setting the Stage – the SNIQ QuizLet’s start by assessing our current knowledge and understanding of socialnetworking… INTERACTIVE QUIZ FOR ALL PARTICIPANTS 4
  • 5. Review Current State of Play and [Company]Opportunities pp What are the different styles of social networks? What Wh t are the trends in companies th t d i i leveraging these networks?What are some of the best practicesseen across these networks? HAWKPARTNERS-LED DISCUSSION 5
  • 6. Review Current State of Play and [Company]Opportunities pp The Social Networking Game Board Objectives Cut Cut Customer Build Manage Customer Low L High Hi h Marketing S M k i Service i Build B ild Trial/ T i l/ Crises/ Ci / Relationshi R l i hiPlatforms/Tools Risk Reward Costs Costs Awareness Use Issues p Building Others?TwitterViralYouTubeFaceBookMySpaceCommunispaceSecond Life/VirtualLinkedInBlogs – companygeneratedBlogs – usergenerated t dVideo gamesPodcastsAppsOthers? HAWKPARTNERS-LED DISCUSSION 6
  • 7. Exercise – Outline Top Objectives Social Networking – Key Structural Choices  Offensive and defensive?  Short term and long term?  Economic and relationship-building? ?  Internal use/possibilities?  Risk profile and tolerance? What should we be monitoring today? 7
  • 8. Breakout Exercise – Specific Business Objectives for [ [Company] p y] Break Team Assignment: – Identify the specific business objectives that could benefit from and/or require monitoring of social networking:  Decrease marketing costs  Information gathering (e.g., market  More efficient and cost-effective research, competitive scan)  Customer service  Ongoing/activating prospects and  Customer relationship C t l ti hi customers t management  Build usage/consideration  Viral marketing/word-of-mouth  Communication building  PR  Consumer/customer relationship  Manage crises building  Pinpoint specific target segments  Engaging distributors/intermediaries BREAKOUT STRUCTURE AND EXERCISE FOCUS CUSTOMIZED FOR CLIENTS 8
  • 9. Breakout Team Presentations Break Team Read-out: – What are the key business objectives we feel would benefit? – What forms of social networking would have the greatest impact? – What should we be monitoring that we are not today? – What were some of the key unanswered questions during the discussion? BREAKOUT STRUCTURE AND EXERCISE FOCUS CUSTOMIZED FOR CLIENTS 9
  • 10. Wrap-up Discussion Based on our discussion today: How will we engage What are our Who is the target these audiences via company’s social audience to help us social networking to networking achieve these achieve these objectives? objectives? objectives? What does “success” look like (and how would we measure it)? Who would be responsible for this at our company? How would our company sustain this effort over the long-term? 10