Social Media
7 Steps to Success
Monday, November 9, 2009

Understand
What it is, how it’s used
and how it fits into the
larger business strategy
Monday, November 9, 2009

Social Media is information content
created by people,
Using highly accessible and scalable
publishing technologies,
To share their stories and experiences
(words, pictures, videos and audio), and
Influence interaction between peers and
with public audiences
Monday, November 9, 2009

The challenge is to stop thinking about
Social Media in traditional marketing
communication terms
Monday, November 9, 2009

Marketers should be thinking about
Social Media in terms of ...
Monday, November 9, 2009

The relationships they have with
customers, and
What kind of relationship do they want in
the future
Monday, November 9, 2009

Social Media is a strategy
It’s not a campaign
Charlene Li, a thought leader on social and emerging technologies and co-author of "Groundswell"
Monday, November 9, 2009

Social Media
Characteristics
Monday, November 9, 2009

Openness
Social Media is open to
feedback and participation. It
encourages voting, commenting
and information sharing. There
are rarely barriers to accessing
and using content.
Monday, November 9, 2009

Conversation
Where traditional media is a
one-way “broadcast,” Social
Media is a two-way
conversation.
Monday, November 9, 2009

Community
Social Media allows common
interest communities to form
quickly and communicate
effectively.
Monday, November 9, 2009

Connectedness
On their terms: when
they want to, how they
want to and where they
want to with others of
similar interests.
Monday, November 9, 2009

Participation
Social Media blurs the line
between media and audience.
It encourages contributions
and feedback from everyone
who is interested.
Monday, November 9, 2009

Customers are in control
You can only influence
Monday, November 9, 2009

7 Steps to Success
1. Listen 5. Participate
2. Define success 6. Measure
3. Write the strategy 7. Adjust
4. Determine the means
Monday, November 9, 2009

1. Listen
Use tools that aggregates
content based on keywords
from most Social Media
channels
Radian6
Monday, November 9, 2009

2. Define Success
• Measurable and meaningful goals
- Lift in consideration
- Improvement in consideration rank
- Better value perception
Monday, November 9, 2009

3. Write the Strategy
• Appropriate to the channel and goals
- To build loyalty among category heavy
users, X will support a community where
fans can share experiences and initiate
conversation about and with X, and with
each other
Monday, November 9, 2009

4. Determine the Means
• Not all channel choices are appropriate or
necessary in the beginning
• Carefully consider the impact of Social
Media on your organization
Monday, November 9, 2009

5. Participate
• It requires commitment
• Social Media is not easy and it’s not cheap
Monday, November 9, 2009

6. Measure
• Measure against the business goal
• Don’t measure the froth
Monday, November 9, 2009

7. Adjust
• Don’t swim up stream
• Invest in what’s working
• Try new things
Monday, November 9, 2009

The conversation is happening.
You’ve 3 options:
ignore it,
ride on top of it, or Now is the
participate. time to listen to the
conversation and
prepare for 2010
Monday, November 9, 2009

James Hipkin
An inventive problem-solver with creative
vision and bottom-line sensibility.
Over 30 years of multi-disciplinary
experience with high-profile, global brands
and B2C clients in packaged goods,
durables, transportation, telecomm, and
financial services.
James records his unique point of view and
practical tips on his blog Hipkin’s Hip Shots.
Contact James:
415-505-0632
jhipkin@gmail.com
Monday, November 9, 2009