The Five Eras of the Social Web:
1) Era of Social Relationships: People connect to others
2) Era of Social Functionality: Social networks become like
3) Era of Social Colonization: Every experience can now
4) Era of Social Context: Personalized and accurate
5) Era of Social Commerce: Communities define future
products and services
Get Into The Game
Social Media is game changing.
traditional institution to the individual or community
Social Media is not just another media.
Social media is not like other forms of traditional media.
Brand messages are personally interpreted, shared and
conversed between friends and people who’ve been
given permission to enter into discussions about common
Social Media is measurable.
Those who enter the social media domain leave
behind a lot of clues about who they are and how
they think via information found in social bookmarks,
comments, engagement, influence, friends, followers,
downloads, favorites, views, votes and links. From all
of these user actions, you can measure what's
important, what ideas are gaining ground and who, or
what, is having the biggest impact on your, or your
Social Media is not a closed system.
Influence is flowing in and out of social media circles
because people have a foot in both the online and real
worlds. An integrated approach to communications is
still the name of the game.
Social Media is transparent.
The online community is increasingly demanding greater transparency
and clearly articulated messages from corporations that wish to enter
these social networking sites. In exchange for that increased level of
transparency and communications, corporations can be granted
access to social media networks, which often can contain a trove of
information about the personalities, preferences and points of view of
Social Media is decentralized and real-time.
These online sources of information operate 24/7, posting
information as soon as it is received – in whatever format it
arrives. There are no deadlines, no space restrictions and no
What are the
Who is the
how are they
How will this
What’s It For?
Report Share Improve
GOALS & OBJECTIVES OF THE SOCIAL MEDIA MARKETING CAMPAIGN
What are the goals behind the use of Social Media:
2.Costs savings measures
4.Help constituents accomplish core tasks
5.Have varying portals of entry
6.Keeping audiences informed at all times
7.Government made easy
The X’s and O’s
Blogs & Podcasts
YouTube ChannelCampaign Topics:
Web 2.0 Social Media Progression
Give employees the choice to participate:
The more the merrier
Clarify corporate versus personal participation
Encourage employees to be involved in the proper context.
Define guiding principles of engagement:
Social media is not about being promotional or selling.
Comply with general business conduct policies:
»»Same policies apply online
Employees must comply with the same ethical code in the office as in the social space.
Define the “rules of engagement”
Be transparent but judicious:
»»Identify yourself and your role; be honest
»»Don’t violate privacy or confidentiality policies
Taking a covert approach is deceiving and is likely to be harmful to your business.
Write what you know about:
»»Contribute within your area of expertise
»»Be responsible for the content you provide
Maintaining credibility is of the utmost importance.
Add value to the conversation:
»»Be a thought leader and be thought provoking
»»It’s a conversation, so encourage comments
Be prepared to engage your audience.
The Rules Of Engagement
MEASURE ROI THROUGH ANALYTICS AND CUSTOMER FEEDBACK
San Francisco First City to Instate City-Wide 311 Twitter Program
citizens can send direct messages 24 hours a day to the sf311 Twitter account to
report standard non-emergency city-related sightings (like pot holes), request street
cleanings, and any other service already supported by the phone or website.