Did Social Media Hijack My Communications Strategy

Did Social Media Hijack My Communications Strategy?
How to Survive
in a Post-Facebook World
#w2eomgsocialmediahijackedmymarketingandcommunicationsplanhelp!

Mike Smith
Twitter: @MikeSmithDev
Blog: http://www.mikesmithdev.com
Email: mike@mikesmithdev.com
Contact Information
My opinions do not represent those of Texas A&M University or The Association of Former Students

Did social media steal my control over communications?
If you build it, will they come?
Engage your customers where they live
Where does email fit?
Going mobile
So how do we do it?
Overview

What This Brief Is Not: 100% SM
Don’t worry about your “Hat Strategy” if you are naked
When we talk social media strategy, we are really talking web strategy.

Social media has claimed its role as an integral part of Web 2.0
Has your “broadcast only” communications model been turned upside down?
Have you been removed from the communications equation?
Current Climate
The Reality: You have a powerful new medium to connect with your audience.

Creating location / content / need
Closed
Tackling Social Networking… the wrong way

What Happened When We Entered Their World
Not shown: LinkedIn group, Aggie Networking with 14,000+ members. Currently not affiliated with The Association, but we are working to build a relationship.

Engage Your ConstituentsWhere They “Live”

Outside of the “Facebook arena”
Blogs
Video sharing
Photo sharing
Twitter
Engage Your ConstituentsWhere They “Live”
It’s about finding your customers and becoming a part of the dialogue.

Email sent in 2009: 90T
95% is SPAM
Reputation matters:
20% do NOT reach the inbox
Complaints of .4% can severely damage delivery
Email: Death by Spam
Spam complaints
Source: ReturnPath study 2009
Frequency, message, & audience must be on target

Going Mobile

Going Mobile
Apps:
Written specifically for a particular device
Doesn’t require web access
Can take advantage of all the features of the device
Mobile site:
A version of your site optimized for a mobile device
Doesn’t rely on the mobile OS
Viewable on any smart phone
Establish your mobile site first to increase your brand’s reach

Do you know why you are getting involved?
What is your social media strategy?
Who are you targeting?
Your audience can help determine your choice of tool
Why?
What do you expect to get out of social media?
What are you providing to your customer?
Who is responsible for it?
Don’t let your content wither and die
So How Do I Do It?

There are no social media silver bullets
So How Do I Do It?
Which is OK… since social media isn’t a werewolf
Awareness of best AND worst practices
+
Ability to measure & adapt your strategy

Examples
How other organizations have utilized social media
Where social media can exist on your website
How to start getting involved in their networks
How to manage your mass email strategy
Examples of mobile sites
Watching trends
So How Do I Do It?

Using Social Media Tools
Positive
Negative
SeaWorld: Following the tragic attack by a killer whale, they had a rapid and appropriate response
Blogs
Twitter
Facebook
YouTube
Nestle: Environmental activists pressured Nestle about palm oil purchases on their FB page.
Nestle’s replies were followed by a negative social media response even though they addressed the palm oil issue

Is your site social?

TweetBeep.com
Twitter brand alerts
BackTweets.com
Link backtracking
Google Alerts www.google.com/alerts
Search notifications
Radian6.com, Attensity/Biz360, Scoutlabs.com
Integrated monitoring
SocialMention.com
Real time social media search
Technorati.com
Blogs / search
Monitor your brand

When you are ready to get involved, remember:
Social media is a two-way conversation
Be genuine
IT’S NOT ABOUT THE NUMBERS
10% of 100 is better than 0% of 1,000,000
Promote your users
Don’t broadcast all of the time: discuss relevant content (to brand/industry) that isn’t your own
Respond to criticism as needed, in a positive way
Social Media Strategy – Next Steps

Ensure you can effectively measure campaign success and adjust strategy accordingly
Opens
Bounces
Clickthroughs
A/B tests
Companies:
Convio – www.convio.com
StrongMail – www.strongmail.com
Constant Contact – www.constantcontact.com
MailChimp - www.mailchimp.com
Establish an Email Strategy

Pick the most important aspect of your site, and design it for a smart phone
Over time, add more to your mobile functionality
Harness the benefits, like location data
Establish a Mobile Presence

Mashable - www.mashable.com
Social media news and tips
MediaPost – www.mediapost.com
SocialMediaInsider blog
Smart Brief - www.smartbrief.com
Industry-specific email newsletters
eMarketer – www.emarketer.com
Digital marketing intelligence
Stay Atop Trends

Create a social media & content strategy first. This will determine the tools you need
Don’t be too reliant on a 3rd party social network or tools. Strategy trumps tools
Integrate your website, mobile, social, and email strategies
Social media isn’t free. It takes time, resources, and dedication
It’s not about the numbers. Organically grow. Focus on brand loyalty/engagement
5 Key Takeaways

Mike Smith
Twitter: @MikeSmithDev
Blog: http://www.mikesmithdev.com
Email: mike@mikesmithdev.com
Contact Information
QUESTIONS?

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Did Social Media Hijack My Communications Strategy

by Mike Smith on May 07, 2010

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Did Social Media Hijack My Communications Strategy — Presentation Transcript