Using Social Media As Tools Instead Of Venues

Social Media can be much more than just venues where groups gather to hang out

as marketers we need places ways reasons to connect with our target segments

A place , a way and a reason to connect is what brings us together as a Community

Each of our stakeholders share different things that bring them , and us , together to create Communities Employee Community Customer Community Supplier Community Shareholder Community Public Community

Our Stakeholder Communities are enriched data segments that extend beyond transactional, demographic, geographic and psychographic dimensions Employee Community Customer Community Supplier Community Shareholder Community Public Community

And part of the connection is us Employee Community Customer Community Supplier Community Shareholder Community Public Community

Our Brand Strategy Our Marketing Objectives Employee Community Customer Community Supplier Community Shareholder Community Public Community

reasons to connect What do these individual groups and sub-groups share that makes each of them a Community? What do we want each of these Communities to do? Why would they want to do that? find

To reduce their portfolio risk Understand the realities of our business’ accounts receivables Evaluates our company’s financial strength Shareholder-Financial Institution To establish a professional thought-leadership role that elevates their internal and external reputation Promote organization through professional channels Highly educated and respected with prized skills Employee-Skilled To accelerate successful product implementation Have contact with our service team Temporary Community that is trialing our product Customer-Welcome Why They’d Want To Do That What We Want Them To Do What Makes Them a Community Group

Social Media can provide relevant places and meaningful ways for us to connect with our Stakeholder Communities

What makes Social Media tools instead of just venues? When we use them to facilitate a relevant, engaging exchange of information based on expressed needs and preferences that help us to achieve our brand strategy and marketing objectives through segmentation (Community) management

Website Hub and portal to many destinations
Use it to...
Deliver our brand message
Make it easy for our Communities to navigate to their destinations

Twitter Pager on steroids
Use it to...
Alert Communities with…
Links to information
Calls to action

FaceBook Dinner party
Use it to...
Engage in casual exchange concerning specific topics of interest
Arrange Community activities

LinkedIn Networking breakfast
Use it to...
Engage in brief , weekly to monthly business oriented exchange of information for the purpose of…
Community network development
Lead generation

YouTube Amateur Theatre
Use it to...
Engage Communities by sharing information through entertaining videos that…
Provide instruction
Stimulate emotions
Influence participation

SlideShare Highlighter
Use it to...
Offer Communities to-the-point , creative presentations that…
Stimulate new thinking
Help Communities achieve their objectives
Can be downloaded for their own use

PDA Apps Swiss Army Knife
Use them to...
Provide Communities with their own tools to make life…
Easier, faster or more convenient
Fun
Establish reliance on our proprietary or branded Apps

Blogs Consciousness workshops
Use them to...
Gain and share perspectives with our Communities that…
Deliver insights
Aligns priorities

Consolidators Research assistants Use them to... Initiate new relationships with people who should be in our Community

Define your stakeholder groups.
Identify what these individual groups and sub-groups share that makes each one a Community .
Define what you want each of these Communities to do .
Articulate why they would want to do what you want them to do.
Align Social Media that provide the right places for you to connect with your Communities in ways that best satisfy your reasons for connecting .
Creating The Conditions for Using Social Media as Tools

If you would like to consider building your Social Media Marketing Plan with the help of experienced guidance, please visit us at iQuestinc.com

Visit CreateTheConditions.com for more useful articles and presentations. “ I help the people who run companies create the conditions for success. I’d appreciate hearing how your company creates the conditions for success. Contact me at [email_address] .” Morry Patoka Strategic Management Consultant & Chief Inquisitor iQuest iQuestinc.com Copyright © 2010 Create The Conditions

Using Social Media As Tools Instead Of Venues

by Morry Patoka, Chief Accelerator at iQuest Inc. on Feb 21, 2010

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Using Social Media As Tools Instead Of Venues — Presentation Transcript