Social Media - 7 Steps to Success

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

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Social Media - 7 Steps to Success

by James Hipkin on Nov 09, 2009

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Social Media - 7 Steps to Success — Presentation Transcript