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Social Media strategy my term paper exam 2009. Media & Communication Bachelor study at Oslo University College.

Social Media strategy my term paper exam 2009. Media & Communication Bachelor study at Oslo University College.

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  • Candidate nr. 870. MOK. Exam – Media socialization. Title: Social media strategy Media socialization exam: Subject code: JBMKMEDIESOS Candidate: 870 Rune Haugestad + 47 94 88 29 01 rune_haugestad@yahoo.no My digital CV and recommendations: http://no.linkedin.com/in/runehaugestad Media & Communication - 5th term Oslo University College 18.12.2009 My empirical qualitative survey: Appendix A: Excel spreadsheet; company A. Appendix B: Excel spreadsheet; company B.1|Page
  • Candidate nr. 870. MOK. Exam – Media socialization.Table of Contents 1. Introduction ........................................................................................................................................... 3 1.2 Research objectives and purposes................................................................................................................. 3 1.3 Theory and methodology .............................................................................................................................. 4 1.4 About the authors.......................................................................................................................................... 4 1.5 Chosen methodology .................................................................................................................................... 5 2. Historic view and background on social media ..................................................................................... 6 2.1 Social media and e-marketing words, phrases & acronyms.......................................................................... 9 2.2. Digital engagement; creating buzz & word of mouth ................................................................................ 10 2.3 Viral marketing/campaigns ......................................................................................................................... 10 2.4 Creating positive buzz ................................................................................................................................ 12 2.5 Social media as part of Customer Relationship Management (CRM) ........................................................ 12 2.6 Overview social tools and services ............................................................................................................. 13 3. Defining a social media strategy.......................................................................................................... 15 A. Identify and define your social media business goal(s) ........................................................................... 17 B. Identify and define your social media business objectives ...................................................................... 17 C. Identify and define your (hyper) target audience ..................................................................................... 18 D. Identify and design your message/story ................................................................................................... 18 E. Build engagement, interactivity and dialogue .......................................................................................... 18 F. Choose your social media mix ................................................................................................................. 19 G. Define how to measure success ............................................................................................................... 19 H. Identify, evaluate, test and deploy monitoring tools ................................................................................ 20 When it`s time to wrap up your written strategy .............................................................................................. 21 3.2 Social media and ethics.............................................................................................................................. 21 4. Discussion............................................................................................................................................ 22 4.1 Research objectives and purposes .......................................................................................................... 224.2 Analyzing my survey ...................................................................................................................................... 234.3 Patterns & themes ........................................................................................................................................... 234.4. My interpretation............................................................................................................................................ 24 5. Summary and conclusion..................................................................................................................... 25 References .................................................................................................................................................... 272|Page
  • Candidate nr. 870. MOK. Exam – Media socialization. 1. IntroductionMy choice of theme social media, and title; “Social media strategy” is based on my interestsin online user behavior, online perception, digital communication, business strategy andInternet technology, in addition to rapidly new developments within social media. Through 11years of experience from the IT branch, I have worked with project management of ERP,CRM and Web solutions, and consulting about strategic thinking within both businessstrategy and IT strategy. Searching for news on social media themes, I came across thesurvey “Virksomheters bruk av sosiale medier 2009 – 2010” by Den Norske Dataforening,Kommunikasjonsforeningen and Kampanje.com which tells us this: “85 % tell that theirorganization has zero strategy for social media.” Source: Kampanje.com. This is also areason why I decided to combine social media with strategy in this term paper. The termpaper was a good opportunity to learn more about social media, social media strategy, andespecially the business approach to social media.1.2 Research objectives and purposesWhy is social media so popular? Is “everyone” on social media platforms? More specific, Iwanted to look deeper into how existing Customer Relationship Management (CRM)/customer philosophy are coordinated with social media. Further, I wanted to investigate howtwo different (one publisher (A) and one software company (B)) companies approach affecttheir attitudes regarding to social media. Do they already have a written Internet/Webcommunication strategy in place? Do they use e-marketing tools today? Is it bigdifferentiations between their employee’s private usage of social media and their companies’usage of social media? Do they have any company guidelines for social media usage? And atlast but not less important; do their respective customers use social media? And howimportant is managing social media marketing in today’s digitized world? Everyone seems toconsider social media as an important “social thing”. But how important is social media forcorporations? Do they have a written social media strategy in place? It is not a futuretechnology and phenomenon. Is has evolved together with the Web 2.0 era, and has boostedsince Facebook was established in 2004. In five years Facebook have grown to approximatelya 350 million (and still growing when this paper was written) social user community. Severalspeakers and authors including Clara Shih (2009) are calling present social communication3|Page
  • Candidate nr. 870. MOK. Exam – Media socialization.phenomena for the fourth (digital) revolution. Businesses are looking into Facebook andother social media platforms to create hyper targeting ads to increase their brand awareness,identity and reputation, and to create positive buzz. Other objectives businesses seems toshare are to build more trust, reach new audiences and of course to sell more of theirrespective services and products. Because of this I decided on the following researchquestion: “How to empower your business engaging social media?” I will discuss insightsdue to these questions based on the social media curriculum books and from my own surveybased on thirty-seven statements. I will look more into Facebook because they are the“number one” in the social media sphere and look at some of the others with a generalapproach and try to categorize some of them.1.3 Theory and methodologyBecause our existing curriculum books in media socialization say little to nothing abouttoday`s social media platforms, I decided to buy some fresh books with business approach tothe topic. I provided the following two books and got acceptance from our teacher to use (200pages) these books as my own additional curriculum. The Social Media Bible – Tactics, Tools& Strategies for business success by Safko, Lon & Brake, David K. (2009), will I use mainlyto learn about social media strategy approaches, to identify and to categorize different socialmedia platforms. The Facebook Era – Tapping Online Social Networks to build BetterProducts, Reach New Audiences, and Sell More Stuff, by Shih, Clara (2009) will I use both tolook into historical background, and to obtain knowledge about social media strategy and howto create an action plan for positioning a company in the social media sphere.1.4 About the authorsClara Shih (2009) is one of the world`s top business social networking leaders andpractitioners; she is the entrepreneur and creator of the first business application on Facebookcalled; Faceconnector (formerly Faceforce), and leads salesforce.com`s partnership withFacebook. Shih previously worked in strategy and business operations at Google and as asoftware developer at Microsoft. Shih holds undergraduate and graduate degrees in computerscience from Standford, and in addition a master`s degree in Internet studies from Oxford.Clara`s first book; Using New Media, was commissioned by UNESCO to help out parents,teachers and school administrators in developing countries to use digital media to adopt bestpractices. Lon Safko (2009) is an innovator and professional speaker, and has more than4|Page
  • Candidate nr. 870. MOK. Exam – Media socialization.twenty years of experience in entrepreneurship, marketing, sales, strategic partnering,training, writing and e-commerce. David K. Brake (2009) is the CEO and founder of ContentConnections, a company that uses social media strategies to help clients build economicalviable relationships around their respective content. In their book The Social Media Bible –Tactics, Tools & Strategies for business success (2009), these authors have supported insightsfrom several interviewed experts and from qualitative surveys with hundreds of participants.1.5 Chosen methodologyI`ve chosen qualitative methodology, and more specifically, a statement based questionnaireto gather my empirical data in this educational research. This is because I wanted tocoordinate findings and insights from the curriculum authors with my own survey. In mysurvey I look at two managers (One CEO in a publisher company (A) and one Vice Presidentof Corporate Communication in a software company (B)) individual knowledge, practice andattitudes towards social media. In addition my purpose is to discover the link betweenInternet/Web communication strategy and social media implementation, and to discoversocial media concepts and usage after data was gathered. I wanted to do this because of theimportance of connections of my discoveries to insights, theory and theses in my curriculum.Norman Denzin and Yvonna Lincoln define qualitative methodology like this: “Qualitativeresearch is multimethod in its focus, involving an interpretive naturalistic approach to itssubject matter. This means that qualitative researches study things in their natural settings.Attempting to make sense of, or interpret, phenomena in terms of the meanings people bringto them” (Gall, Gall & Borg 2003 p. 24). My questionnaire tries to explore status quo due tothe following six topics: 1. Customer philosophy, 2. Marketing philosophy, 3. Employeephilosophy, 4. Web site & Internet philosophy, 5. Social media and technology and 6.Customer’s usage of Social Media. I have chosen to use questionnaires with statements (notquestions this time, because I wanted to reduce the time to fill it out, and not interviews asmethod of collecting research data. I designed five dimensions for sentiment based status;strongly agree, agree, neutral, disagree and strongly disagree. The main reason for choosingquestionnaires is because it`s easier to send the questionnaires by e-mail than to travel aroundand doing interviews. Then my participants can answer the questions when they have timeand in their own speed, and choose the order of the statements (Gall, Gall & Borg 2003). I amaware of some negative effects of doing it, like; if the participant does not understand astatement, I can`t help them immediately. And after I have distributed the questionnaires I5|Page
  • Candidate nr. 870. MOK. Exam – Media socialization.can`t change the statements or re-phrase them. If I had more time, I would both usequestionnaires and interviews to have the ability to ask follow up and in depth questions or toredefine questions if not understood. I have tried to get the statements as easy to understand aspossible to avoid participants doing their own interpretation (Gall, Gall & Borg 2003). In mybachelor paper I plan to have several more participants and will create an online e-mail basedsurvey with i.e. the tool Survey Monkey, and then I get automatically statistics and reports. Ihave already started a dialogue with INMA to help me connect with possible new participantsto answer my bachelor paper survey within the decided topic: Online ReputationManagement (ORM). 2. Historic view and background on social mediaCyber year 2004. One billion US dollars. A twenty-three-year-old founder. Today`s ultimatenumber one social media platform. What connects the dots? Mark Zuckerberg, the founder ofFacebook! Right now, only on Facebook alone, over 350 million people around the globe arelogged in, updating their status, sharing their experiences, giving their recommendations,interacting with friends, interacting with brands, providing valuable information for you to beable to understand them better, and learning about you and your business, your products andservices in return. For businesses, they need to be where their customers are, and increasingly,customers are spending more and more time on social networking sites like Facebook,YouTube, Twitter, Ning, Flicr, Blogger, Wordpress, and Linkedin to mention a few of thebiggest platforms. “Consumer activity on social networking and blogging sites accounted for17 % of all time on the Internet in August 2009, up from 6 percent a year ago Nielsenestimates” (Source: http://clickz.com/3635095). But does this mean that all the companies outthere know what to do and how to engage with social media? No; regarding to the survey“Virksomheters bruk av sosiale medier 2009 – 2010” mentioned in the introduction. Severaltech experts like Shih (2009) are talking about that we now are experiencing the fourth(digital) revolution and that this is about the online social graph. The first revolution was themainframe computer revolution in the 1970s. It was first of all IBM and the “Seven Dwarfs”,that is the following companies; Burroughs, UNIVAC, NCR, Control Data, Honeywell,General Electric, and RCA with roots in military and academic research labs, which led theindustry charge (Shih p.12). The second revolution was the personal computer (PC). In the1980s, advances in integrated circuit technology and the first graphical user interface gaverise to the Personal Computer (PC) era. Innovations from companies such; Intel, Xerox6|Page
  • Candidate nr. 870. MOK. Exam – Media socialization.PARC, Microsoft, Apple, and others drastically reduced computer price and size whileincreasing capability, intuitiveness, and flexibility. For the first time, computing becameaccessible to the mass market mainly because of the “low” pricing. Businesses embracedspreadsheet software like Lotus 1-2-3 and time-consuming, by-hand calculations. Wordprocessors such as Corel WordPerfect and Microsoft Word replaced typewriters in big scales(Shih p.14). The third revolution was the usage of World Wide Web (WWW) for the masses,and it really boomed in the 1990s. The WWW period in the nineties is often referred to as theWeb 1.0 era. Social communication was done with Bulletin Board Systems (BBS). The 1990swere very much defined by the technologies of the World Wide Web, developed by TimBerners-Lee working with Robert Cailliau at CERN (ibid). Web sites, online news, and searchengines like Yahoo!, Lycos, Excite, Infoseek and Google began providing fast and low cost,real-time information for workers as well as a new medium for reaching customers. eBay,PayPal, and commerce sites like Amazon the feasibility and popularity of self-servicetransactions. E-mail, Instant Messaging (IM), and Web conferencing applicationsdramatically improved communication capacity across the globe for businesses whiledrastically reducing costs. Regarding the company and enterprise software area, the Internetpaved the way for the open source software and Software-as-a-Service (SaaS), movements,both of which have greatly democratized access to enterprise-grade software and services forsmall and medium sized business and self-employed individuals. The Web made itdramatically easier and cheaper to start and run businesses (Shih 2009 p.15). Today socialcommunication is done by Instant Messaging (IM) systems like i.e.: Skype and MSN, withsocial media and other chat sites and software and blogs. Today`s solutions are easier to useand the user interface are much more advanced using technologies such as i.e.; Java, Ajax,Joomla and Flash. These technologies evolved and boost from approximately 2004, the sameyear as the beginning of Facebook. Both the increase of social media type of communicationplus new and updated Web software started the Web 2.0 era (ibid). This started the fourthrevolution. With the fourth revolution, Internet really democratizing privileged access topeople. Online social networking takes this further, democratizing privileged access to people.The fourth revolution is also about the online social graph. What is the online social graph?Shih explains it this way: “Well, it is the World Wide Web of people—a map beingconstructed by social networking sites, such as Facebook, LinkedIn, and Hoover’s Connect,of every person on the Internet and how they are interlinked. The social graph is for peoplewhat the World Wide Web is for hyperlinked Web pages: that is, for organizing, filtering, and7|Page
  • Candidate nr. 870. MOK. Exam – Media socialization.association. Now that all of our machines and content pages are connected, the next digitalrevolution will be in capturing and using information about how we as individuals areconnected. Metadata about Web pages, such as headings, keywords, and how they are linked,have been crucial for allowing us to manage and navigate through an eruption of content onthe Web. Similarly, metadata from the social graph about individuals, such as where theywork, how we know them, and who we know in common, will become crucial for allowing usto manage many different kinds of relationships with large numbers of people” (Shih 2009 p.11). Thomas L. Friedman`s (2006) claim in his book The world is flat are belonging to thefourth revolution era. Friedman identified ten flattening effects, three of them (flattener four,nine and ten) are truly related to social media and blogging. Flattener #4 is about uploading.Friedman has located three main uploading areas: community-developed software, bloggingand podcasting (Friedman 2006 p.96). Flattener #9 is about in-forming. “In-forming is theability to build and deploy your own personal supply chain of; information, knowledge,entertainment. It’s about self-collaborating – becoming your own self-directed and self-empowered researcher, editor, selector of entertainment. In-forming is searching forknowledge” (Friedman 2006 p. 78). Flattener #10 is about the steroids: digitized storage,Instant Messaging (IM) and file sharing, mobility/wireless, VoIP (Voice over IP) personifiedand virtual technologies. Social media is a social flattener. Shih is in addition talking about anorganizational flat effect that equals individuals in a company when they are using socialmedia (Shih 2009 p.52). We are living in the recommendation age; recommendations andreferrals from people we know, both personal friends and professional colleagues. More andmore, these relationships, referrals, are crossing over from real life to social networking sitesand vice versa. Thanks to the viral nature of social networking, we have reached the tippingpoint in the mass adoption of online social networks (and this is one of the reasons whycalling this event the fourth revolution), and they will only continue growing in prominenceand pervasiveness. Because social networking is not just for teenagers! According toFacebook, although it maintains an 85 percent or greater penetration among four-year U.S.universities, more than half of its users are out of college, and those 25 years and olderrepresent the fastest-growing demographic. Between July and November 2008, Facebookgrew from 90 million to 120 million users. Facebook grew as much in those three months as itdid in the first three years combined. (Shih 2009). Facebook alone are now counting morethan 350 million registrated users and growing. The scale and scope Facebook now yields isunprecedented and profound. All the previous revolutions mentioned did have huge impacts8|Page
  • Candidate nr. 870. MOK. Exam – Media socialization.of how business was done. The fourth revolution and social media will probably exceed thisby far. Yet it is only the beginning. Facebook, Twitter, MySpace, and an increasing number ofother social networks now offer Web services Application Programming Interfaces (API`s),which make it possible for corporate Web sites and Web business applications to tap intoprofile and social data. These advances are extending the reach and impact of the online socialgraph beyond specific social networking sites to potentially every Web experience. Besidesthe mainstream genre led by Facebook, Twitter, and MySpace, several other forms of socialnetworking sites have developed in recent years that are important to notify (ibid). I have triedto categorize some of them in chapter 2.6.2.1 Social media and e-marketing words, phrases & acronymsWhat is the definition of social media? The authors Safko & Brake (2009 p.26), defines it likethis; “Social media refers to activities, practices and behaviors among communities of peoplewho gather online to share information, knowledge, and opinions using conversational media“. I have chosen their definition because it`s short and direct to the point, and it is shared byShih (2009) and Ryan & Jones’ (2009) thoughts. What is social networking? Socialnetworking is a relatively new marketing opportunity, and offer highly hyper targetingadvertising to niche social groups based on social filtering from profile information usersvolunteer to accept when they sign in to sites like; Facebook, MySpace, Bebo, Twitter andsimilar. (Ryan & Jones 2009 p. 33) What is social bookmarking? Social bookmarking is verymuch alike adding a page to your personal browser favorites archive, but taken to the nextlevel; to online Web sites. Social bookmarking sites, like StumbleUpon, Delicious, Ma.gnolia,Digg and Reddit to mention a few, these allows users to “save” bookmarks to their favoriteweb resources including; pages, audio, video, blogs and categorize them using tags (labelsthat help you to identify and filter the content you want to look into or share with others later(Ryan & Jones 2009 p. 157). Instead of having bookmarks stuck and available only on yourcomputer, they`re now up in “the cloud” (refers to cloud computing).9|Page
  • Candidate nr. 870. MOK. Exam – Media socialization.2.2. Digital engagement; creating buzz & word of mouthWhat is the meaning of the words; “word of mouth”, viral marketing and buzz? Word ofmouth is a very common e-marketing and social media phrase to describe the passing ofinformation online from person to person. Originally the term referred specifically tooral communication (literally words from the mouth). Word of Mouth Marketing (WOMM) isa form of promotional campaign which operates through an individual’s personalrecommendations of specific brands, products or services (Shih 2009). Like its literalmeaning, word of mouth marketing spreads from one person to another outside of aformalized setting, without heavy intervention by advertisers. Shih explains it; “Due totransitive trust and decentralized distribution, word of mouth is the most effective and leastexpensive kind of marketing that exist. To the recipients of such marketing, it feels less likespam if the endorsement is coming from someone they know” (Shih 2009 p. 97). For peoplewho refer, giving a recommendation can be a gratifying experience that allows them toprovide value, express themselves to their friends and in their online communities. Facebookand similar platforms have empowered word of mouth marketing. When people are updatinga status message, writes on a wall, receives a message in their news feed, makes a comment,sends or receive a gift, endorse a RSVP for an event, becomes a fan, or plays branded game,other people are instantly being notified (ibid). The same effects are happening when peoplelogin in to corporate Web sites with Facebook Connect API (Application ProgrammingInterface) installed. All this user generated content based alerts are called push (from push andpull technology) content, and the alerts called push alerts.2.3 Viral marketing/campaignsThe phrase viral marketing and viral advertising refer to e-marketing techniques that use e-mail and/or existing social networks to produce increases in brand and identity awareness orto achieve other marketing objectives such as product sales, through self-replicatingviral processes, analogous to the spread of i.e. computer viruses. It can be word ofmouth delivered or enhanced by the network (Web 2.0) effects of the Internet. Viralpromotions may take the form of text, chat, blogging, audio or video. Viral campaigns havethree vital components: message/storytelling, the choice of medium and the deliveryplatform/technology (Shih 2009 p.99). The term "viral marketing" first became prominentwhen used to describe a marketing campaign for the e-mail service Hotmail.com. When the10 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.company launched, every outgoing message contained an advertisement for Hotmail and alink to its website at the bottom of the e-mail. As people e-mailed their friends and colleagues,they were also advertising the service. Recipients could simply click on the link and signthemselves up, and as they e-mailed friends from their new account, the message spreadwithin existing social networks and was passed along with little effort from the company(ibid). This example demonstrates all the key elements of viral marketing. Its cost to theadvertiser is minimal. Instead, it takes advantage of existing resources by making everyonewho uses the product an involuntary spokesperson. It exploits common behaviours, such assending and forwarding an e-mail. Viral marketing uses communications networks that arealready in place (Ryan & Jones 2009 p. 227). Viral marketing implies endorsement and/orrecommendations from a friend. People who received a recommendation (on a Web site orwithin a social media platform) from a friend using the service learned that the product worksand that their friends use it. And most importantly, viral marketing offers the ability to spreada message exponentially faster and to more people than conventional third party adcampaigns, but the message has to be “sticky”. The authors of the book “Made to Stick” DanHeath and Chip Heath have outlined six principles to mastering “sticky” techniques. It is allabout; simplicity, unexpectedness, concreteness, credibility, emotional and storytelling (Shih2009 p.99). There are different types of viral marketing, all using the same fundamentalprinciples. Pass along messages encourage users to send them along to others, such as e-mailswith instructions to forward at the bottom or humorous video clips. Incentive driven messagesoffer rewards in exchange for providing e-mail addresses. Undercover viral marketingpresents messages in an unusual page or false news item without any direct incitement to passit along, in the hopes that word-of-mouth will spread the message. Viral marketers seek to getpeople talking about something by creating controversy. Viral marketing has been criticizedby consumers, privacy advocates, and marketing pundits because of concern over unsolicitede-mails. The best campaigns, however, use the principles of viral marketing tactfully to avoidnegative reactions and ensure a high pass-along rate - the number of recipients that will passthe message to others. Much like the common cold, effective viral marketing uses people tounwittingly transmit a message within their social network. Viral marketing are depending onnetwork (domino) effect, and social networking sites are boosting network (domino) effects.It takes the concept of word-of-mouth and enhances it with the instant global communicationafforded by the Internet and social networking.11 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.2.4 Creating positive buzzWhat’s the online term buzz mean? Creating buzz is about creating discussions, reviews,comments and debates in entries, posts and articles around the Web, at aggregators and insocial media and in the blogosphere (Ryan & Jones 2009 p. 159). It’s all about creatingpositive buzz related to your business, brands/products, services, your identity and yourreputation. Buzz marketing, is a term used in word of mouth marketing. The interaction ofconsumers and users of a product or service serve to empower the original marketingmessage. To create positive buzz is often a objective of the marketing department within viralmarketing, and with usage of word of mouth within communication/PR departments. Theterm refers both to the execution of the marketing technique, and the resulting positive imageor reputation that is created.2.5 Social media as part of Customer Relationship Management (CRM)“CRM is both a software system for maintaining sales and marketing data. The purpose witha CRM solution is to empower and improve relationships with customers. CRM systemssolutions are often a big part of enterprises e-marketing tool also. CRM systems can store e-mails related to specific customers and partners, and can be a useful tool to plan, collect, andstore and analyze data retrieved from other systems and e-marketing campaign. CRM systemoften has tailored statistics modules for generating easy to understand data presentation forsales and marketing people and key economic statistics for financial management. AnalyticalCRM applications include: Sales analysis, customer profile analysis, campaign analysis,loyalty analysis, customer contact analysis and profitability analysis (Hougaard & Bjerre2002 p.132).The managements need for real time data are essential, so many enterprises havebusiness intelligence (BI) solutions in addition to their ERP and CRM solutions. BI solutionshave the ability to extract and present data across all systems and databases in real time,giving the management minute to minute business status to take the optimal decisions. CRM isthe central application to store all e-marketing campaigns data and statistics” (Haugestad2009 p.13). Traditional CRM strategy seems to evolve and to include social networking inseveral ways. Traditional CRM system is one-way communication used for sales departmentsto contact the customer. Social networking offers bidirectional interaction, collaboration andvisibility. It is two main ways to integrate social media with CRM; first, of course existingCRM system and strategy can co-exist with a new social media strategy. Second, developinga CRM strategy together and coordinated with a social media strategy. In addition it`spossible with new (SaaS) online based services i.e. from Salesforce.com which offers12 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.Application Programming Interfaces (API`s) to import social media profile data into theirCRM`s systems customer contact database with their business application calledFaceconnector (Shih 2009 p.41). This depends on the persons profile and privacy setting anddegrees of separation. Sales departments can then view a customers or prospects record insideSalesforce, helping them during telephone calls and sales meetings. Another approach to getinto the social graph on i.e. Facebook is to integrate Facebook`s own API on corporateWebsites. This is called Facebook Connect, and it let visitors on a Web site engage with theirFacebook friends on blogs, videos and on popular contests. Instead of developing their owncommunity login on their Website Facebook members can use and log in to a corporatewebsite using their already existing Facebook user name and login password. Then they cansee what their friends like, recommend and watch their comments related to the Websitecontent. Conversely, if the Facebook user consents, action taken, such as blog postcommenting and sharing, this will appear as feeds on the user’s Facebook profile and in theNews Feed. Together with use of social media monitoring tools and services and importingthe report data into the CRM system with monitor tool API`s will the companies benefit in awhole new way, truly 360-degree view, regarding whether it is online information,suspecting, prospecting, on the phone tool, pre-sales, mid-deal or post-sales (Shih 2009 p.80).CRM vendors will probably follow the Software-as-a-Service (SaaS) CRM vendors in theclose future and offer social media API`s to offer more bidirectional interaction to enhancetheir word of mouth and viral marketing abilities.2.6 Overview social tools and servicesIt is literally hundreds of social related tools, platforms and services out there. Here have Itried to pick a selection of the most commonly known and biggest providers, sorted bycategories. Social Networking: Facebook, MySpace, Windows Live Spaces, Nettby, Biip,Blink, Linkedin, Bebo, Ning, Fast Pitch, Friendster, Gather, KickApps, MOLI, Orkut andPlaxo. Social network platforms give your company a unique way to hyper target differentwanted demographics. Publishing platforms: Wikipedia, Wikia, Wordpress, TypePad,Blogger, Slideshare, Joomla and Knol. Publishing content outside your corporate Website canhave extra effect on how people perceive your company. Photo sharing: Flickr, Picasa,Photobucket, Radar, SmugMug, Twitxr and Zooomr. Using images to communicate andcollaborate can be a very strong tool. Audio sharing: iTunes, Podbean, Podcast andRhapsody. To podcast your messages can be a smart service in addition to others. Give the13 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.audience choices on which medium they want to absorb your information and messages.Video sharing: YouTube, Google Video, Metacafe, Viddler, Brightcove and Hulu. If apicture says more than thousand words, what is then the value of video? It is a morecomfortable way of receiving information or a message for many people than plain text andi.e. PowerPoint/SlideShare presentations. Remember to have versions both for PC, Mac andcellphones if you choose to upload video to your own site. Remember to optimize your digitalvideo picture, light and audio before i.e. uploading to YouTube to get the best possible result.A badly performed video will easy damage your reputation. Microblogging: Twitter, Twitxrand Plurk. Communication with few characters seems to be a winning field for both peopleand businesses. Often you will find the hottest and newest information within themicroblogging sphere. Livecasting: BlogTalkRadio, Live 365, Justin.tv, SHOUTcast andTalkShoe. Streaming live and broadcasting your message can create exclusive business eventsfor your target audience. Virtual Worlds: Second Life, IMVU, Active Worlds, Kaneva,There, ViOS, Gaia Online and Habbo. Become part of a computer-generated virtual worldand join the growing virtual community. Gaming: World of Warcraft, EverQuest, EntropiaUniverse, Halo and Sims. Millions of users across the world are signed into both virtualworlds and online games. These users are often fiercely loyal kind of online community.Productivity applications: BitTorrent, Survey Monkey, QuestBack, Google/Yahoo Alerts,Google Docs, Google Translate, ReadNotify, Tiddlywiki and Zoomerang. This categoryreally enhance your business digital productivity and effectiveness. Aggregators: Digg,Reddit, FriendFeed, Delicious, Newsvine, Stumbleupon, Google Reader, iGoogle, My Yahoo!and Yelp. Getting your message/article out on one of these popular aggregators really helpboosting buzz about your business. RSS (Really Simple Syndication): RSS 2.0, FeedBurner,Atom and PingShot. To keep track on all exciting news and changes on wanted sites thesetools does it automatically for you. Integrate one of the tools on your corporate site to easeupdated access to information for your audience. Search: Google Search, Yahoo Search,AOL search, EveryZing, Technorati, IceRocket, MetaTube, Redlasso and Kvasir. To executeSearch Engine Optimization (SEO) is crucial for your business and one of the less expensiveof marketing initiatives. Search engines have been the de facto standard for people in theirquest for desirable information, places, products and services. Mobile: airG, SMS.ac,Brightkite, CallWave, Jott and Jumbuck. The mobile sphere is one of the fastest growingareas for business applications and services. The leading social media platforms all have theirmobile adjusted sites. Be sure that your sites also are optimized for the growing Web mobile14 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.users. Interpersonal: Skype, MSN, Acrobat Connect, Go To Meeting, iChat, Meebo andWebEx. Using these tools will increase your organizational effectiveness and knowledgeabout communication tools and can be transferred to social media practice (Shih 2009 &Safko & Brake 2009). 3. Defining a social media strategyIn this chapter I will mix insights especially from Safko & Brake (2009) and Shih (2009), andadd some practical advice from Ryan & Jones (2009). But first; what is a social mediastrategy? And why bother develop a written strategy? An important purpose with a writtenstrategy document is to pinpoint all issues and opportunities to support business goals andobjectives (Shih 2009 p. 146). A strategy is a tool to help moving from an existing situation toa wanted future situation. A social media strategy plan shall work as a business tool to achievegoals in a given time schedule and to support organizational vision. A written social mediastrategy should work as a quality tool to ease and support a short term or long term actionplan or campaign. The modern and historical meaning of the word strategy is closelydiscussed in my term paper exam “e-marketing strategy” (Haugestad 2009) where I lookedinto what modern business strategy is all about. A social media strategy should identify anddefine; goals/objectives/needs, target audience/customers/market, online communication tasksand action, the social media mix and defining measurements. How can you measure if yourefforts/campaigns have been a success if you don`t think through these kinds of topics? (Shih2009 p. 147). It`s smart to discuss, debate and share knowledge in the planning phase, and toshare learning’s after launch. New insights after campaigns should be included in the strategydocument. Try to involve top level management; this will increase the success factor of anyproject also online communication. It is important to identify organizational services, productsand other organizational tasks. To do this it is important to understand the status quo situation.A SWOT (Strengths, Weakness, Opportunities, and Threats) analyzes can help to define thestatus quo in an early planning process, before identifying and defining goal(s), objectives andthe social media mix (Safko & Brake 2009 p. 699-716). The written document must both bestrategic, tactical and operative and need to be dynamic due to the changes in the social mediaecosystem and social media technologies. This year it is Facebook and twitter which is the“hottest” places to be, we do not know what’s out there winning users trust the years to come.So therefore should a social media strategy support overall business goal, objectives and becoordinated with communication, marketing and CRM strategies. Social Media gives15 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.companies a more “neutral” venue for communicating with new and existing clients, andbuilding trust and dialogue with their target audience. Safko & Brake have identified fourpillars to manage the social media strategy work; 1: Communication. 2: Collaboration. 3:Education. 4: Entertainment (Safko & Brake 2009 p. 675). In all forms of communication youneed to think through and be specific to differentiate your message (Shih 2009 p. 163).Remember also to differentiate between the different kinds of communities you want to reach;metropolis, intra-company, vertical and horizontal communities. Facebook and MySpace areexamples of what’s called metropolis communities. Intra-company communities arecompanies which have created their own internal social network (I.e. with help of Ning).These are industry, branch and/or lifestyle specific communities where people with special orexpert skills interact with each another (Safko & Brake 2009 p. 687-688). By establishing i.e.an internal company Wiki, a company can create an employee community and collaborate innew ways and use this experience to be more agile with external social media tools. This willhelp to increase their collective wisdom and help the management to educate their staff. Yoursocial media strategy should also have elements of how to leverage niche/branch expertisefrom your company, and encourage your customers to share theirs on your Web site, blogsand in corporate social media groups. Do not be afraid to experiment with entertainment,humour and fun stuff. Try to be interesting and compelling, but respect humour and fun stuffand adjust it to your target demographics. I have created the following eight main areas (A-H)to consider when developing a written social media strategy, based on insights from Shih(2009) and Safko & Brake (2009): A. Identify and define your social media business goal(s) B. Identify and define your social media business objectives C. Identify and define your (hyper) target audience D. Identify and design your message/story E. Choose your social media mix F. Build engagement, interactivity and dialogue G. Define how to measure success H. Identify, evaluate, test and deploy monitoring tools16 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization. A. Identify and define your social media business goal(s)Start with choosing two or three goals at maximum, and then use these to build the rest of thestrategy (Shih 2009 p. 146). Coordinate your social media business goal (s) with existingmarketing and CRM strategy. Communication should be consistent with overall businessgoals and corporate defined ethics. What is the difference between goal(s) and objectives? Ina broad perspective; “Objectives define the general ends sought by the company while goalsare objectives that have very specific definition” (Percy & Elliot 2005 p. 45). Here are someexamples: • We want to reach girls from 13 to 18 years old which play social online games • We want to reach consumers between 35 to 55 years old which like to read crime novels B. Identify and define your social media business objectivesHere are some common social media objectives assembled by Shih (2009 p. 146): • Conducting market research, such as identifying trends and recruiting early adopters for more in-depth focus groups • Improving customer satisfaction by providing opportunities for engagement, interaction and dialogue • Promoting additional products and brands and services to existing customers • Expanding into new markets • Encouraging word-of-mouth, viral and buzz marketing • Recruiting new employees • Establishing or evolving your branding and positioning, identity and reputationObjectives should always be defined so they can be measured. One way to do this is to define:KPI`s (Key Performance Indicators). KPI`s are quantifiable performance measurements usedto define success factors and measure progress toward the achievement of business goals andobjectives. The Web Analytics Association (WAA) defines the term KPI in the context ofweb analytics:”While a KPI can be either a count or a ratio it is frequently a ratio. A KPI isinfused with business strategy - hence the term Key” (Ryan & Jones 2009 p. 119). Whatmetrics are important to your business? KPI`s are always clearly aligned to strategic businessgoals and objectives. To be able to measure success defining your business KPI`s is crucial.17 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization. C. Identify and define your (hyper) target audienceHyper segment your market and audience. Try to find out the criteria that matter most aboutyour (different) product(s) (Shih 2009 p. 164). Think about how your target audience willreact to your communication. If possible do your own perception analyzes before launchingyour campaign, to avoid misinterpretation. Create an internal and if possible an externalcrowd of test people to test out your strategy and re-write it if necessary. D. Identify and design your message/storyHow would you ideally want your brand to be perceived? Which new audiences do you wantto reach? Are they on Facebook, Twitter, MySpace, Ning or Bebo? Are you trying to findearly adopters to help define the future of your product? Is your priority to up sell existingcustomers or find new customers? Depending of what you your message is, the nature of yourproduct and your demographics, create i.e. targeted ads designed for social media platforms,or create a message or story to be released as a viral campaign. Identifying and designing yourmessage or story is crucial independent of your media mix (Shih 2009 p. 163). E. Build engagement, interactivity and dialogueHaving a presence on social networking sites allows you to do two very important things:Engage existing customers and engage prospective customers on these sites. Depending onthe nature of your product or service, customers could already be seeking you out. Perhapssome have already taken the initiative to create an unofficial group about your brand todiscuss, rant, and rave about it with friends. Prospective customers too often want a way toengage with others about your product in an unbiased environment before engaging with you.Why would these groups want to engage? What kind of incentives, motivation, expectation,and thought processes do they have? Shih presents some general reasons (2009 p. 147): • To express strong emotion. Perhaps they are overjoyed, overwhelmed, or frustrated. Your product, brand, service has really been a positive or negative in their life. • To improve your product/service with constructive feedback. • To define their identity to be associated with your brand. • To feel important in helping others answer questions. • To benefit from selling peripheral products and services, like a vendor selling iPod cases on the iPod group page. • To bond socially with friends over the experience of using your product.18 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization. F. Choose your social media mixBefore your business can manage an online community on social networking sites and blogs,you need to choose applications, platforms or tools to meet your goals and objectives. Onyour quest to determining what tools are right for your business, the following questions canbe asked (Shih 2009): • What functions and features do we want to have available to our community? • What will be the costs of building and manage and engage the community? • Will we be able to use internal and/or external human resources to build and maintain the community? • How long time will it take to get chosen tools and services launched? • What can we learn from our competitors, partners and others in these matters? • What is the wanted business ROI? • Which tools do we pick to monitor conversations, buzz and word of mouth? G. Define how to measure successIt`s very important to define metrics around these goals to help define what success means inyour organization, determine the appropriate level of investment, and measure value to thebusiness and related to your defined ROI`s. Here are some (KPI) metrics examples and targetsthat correspond to the objective areas in the preceding list B (Shih 2009 p. 147): • Identify X new trends. Recruit focus group of Y early adopter 14–18-year-olds to help us understand the teen market and design the next generation of our product. • Improve customer satisfaction scores by X. Decrease customer support call center volume by Y percent. • Increase existing customer average spending X more dollars this year. • Acquire X number of new customers in a new region, such as Taiwan and Hong Kong. • Achieve X responses to our word-of-mouth campaign and Y conversions into sales. • Source X number of candidates for the recruiting department. • Rebrand company as X, as measured by a customer survey on how they perceive our brand. Increase our Net Promoter Score by X.Set realistic goals and expectations. It probably took several iterations to arrive at your currentmarketing, CRM and Web site strategy. Coming up with an optimal social network presence19 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.will require the same kind of learning by doing inside your organization. Starting off overlyaggressive can set companies up for disappointment down the road and create “informationoverload” scenarios (ibid). H. Identify, evaluate, test and deploy monitoring toolsIf your social media deployment starting to boost numbers of; visitors and buzz and viralcommunication, you probably very soon need help in addition to manual surveillance. Thenyou should start using social media monitoring tools and services. With these kinds of toolsyou can easy and fast get an overview over where, when and whom engaging the socialsphere. They will help you find and identify these important people: • Initiators: They who propose i.e. usage and purchase • Influencers: They who recommend (or discourage) usage or purchase • Advocates: They who love your business, products/brands and services • Deciders: They who make the actual choice • Purchasers: They who make the actual; decision, click, action or purchase • Users: They who already use your service or taken action conducted by youSome monitor tools are quantitative (only counts your “share of voice”) others are qualitativeand sentiment based (i.e. positive, neutral and positive buzz) and analyze the content in whattheir search engine algorithms find of buzz. Here is a short selected list of monitoring toolsand services: Social Mention, Google News RSS, Google Analytics, Google/Yahoo Trends,Yahoo/Google Alerts, MonitorThis, Mashable.com, google.com/blogsearch, Technorati,Twitter Advanced Search, , Collecta, Twittorati, TweetMeme, TwitterCounter, TweetDeck,Yahoo Pipes, Nielsen Buzz metrics, Trackur, PostRank and IceRocket™ Blog Tracker tomention a few. These services and tools lets you set up RSS feeds and/or sends you reports bye-mail or export data with API`s directly to your intra web, CRM or ERP system. Whenmonitoring tools, crawlers and RSS feed systems are up and running, it is important toestablish procedures for checking them regularly and to distribute and share the statistics andtrends and present them internal in your organization, so different departments andmanagement can take good business decisions based on the “intelligence” this deliver. Beforedeployment make sure to identify, evaluate and test the tools that fits your demands andwhich of them who can measure your KPI`s (Ryan & Jones 2009 p.118-123).20 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.When it`s time to wrap up your written strategyAt the end of your strategy document planning exercise, you should have a written strategythat you are ready to execute and put to action, which should include (Shih 2009): • Prioritized list of goals and objectives including time frame, metrics, message and (hyper) targets • Value you expect to bring to your business • Defined expected ROI • A social media budget and identified human resources to maintain your efforts • Level of resources and identified departments (Market, Comm./PR, Sales) you are willing to commit • Means, social media mix and frequency by which you will evaluate progress • Defined measures for success • The person in your organization who will be responsible for carrying out this initiative3.2 Social media and ethicsBuzz about your company, products/brand and identity is out there on the web for all to see,and it can be difficult to delete or reverse, especially if they reach the SERP`s (Search EngineResults Page`s). If negative buzz appear it is important to engage and answer but to do it in aproper and ethical way. As part of a social media strategy, it`s essential to work out guidelinesfor damage control. Damage limitations must be performed and the job is to balance thenegative buzz (Ryan & Jones 2009). Engaging with the writer/publisher of negative buzzmust be done with respect of their privacy and information rights. Social media and e-marketing technology presents real challenges to ethics. E-marketing and ethics are discussedin my e-marketing strategy (Haugestad 2009) term paper exam, the themes regarding e-marketing is also relevant for social media and marketing; “Identify and describe clearly thefacts (who did what to whom, where, when and how). Define the conflict or dilemma and thehigher order values involved (values such as freedom, privacy). Identify the owners (playerswith an interest in the outcome). Identify the options one can reasonably take. Identify thepotential consequences of your options” (Haugestad 2009 p. 11-12). It`s possible to findsuggested rules and guidelines especially designed to engage with social media and theblogosphere. Ethics to consider when outreaching online community, blogs and other socialmedia is described by the well recognized PR consultancy Ogilvy: “Blogger Outreach Codeof Ethics from Ogilvy”. Source: http://blog.ogilvypr.com/2007/10/the-ogilvy-pr-blogger-outreach-code-of-ethics/21 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.Ogilvy PR’s Blogger Outreach Code of EthicsOUR APPROACH • We reach out to bloggers because we respect your influence and feel that we might have something that is “remarkable” which could be of interest to you and/or your audience. • We will only propose blogger outreach as a tactic if it complements our overall strategy. We will not recommend it as a panacea for every social media campaign.OUTREACH • Before we email you, we will check out your blog’s About, Contact and Advertising page in an effort to see if you have blatantly said you would not like to be contacted by PR/Marketing companies. If so, we’ll leave you alone. • We will always be transparent and clearly disclose who we are and whom we work for in our outreach email. • If you tell us there is a specific way you want to be reached, we’ll adhere to those guidelines. • We won’t pretend to have read your blog if we haven’t, and we’ll make a best effort to spend time reading the blogs we plan on contacting. • In our email we will convey why we think you, in particular, might be interested in our client’s product, issue, event or message. • NEW! As available, we will provide you with links to third party information/blog coverage of the campaign we are pitching to you. (via Web Strategy with Jeremiah and MC Milker) • Our initial outreach email will always include a link to Ogilvy PR’s Blog Outreach Code of Ethics.Read the whole set of code of ethics on their website mentioned above. 4. Discussion4.1 Research objectives and purposesMy main purpose in this term paper is to answer my research question: “How to empoweryour business engaging social media?” To explore facets of this question I have constructedthe thirty-seven statements in my questionnaire. You will find all the original replies from theparticipants in the appendix A and B. As agreed to both participants they are anonymous inthis paper regarding to the type of strategic and confidential content. The reply from the CEOfrom the publisher is tagged company A, and you find the original reply in appendix A. Thereply from the Vice President of Corporate Communication, the software company, is taggedcompany B, and you find the original reply in appendix B (as documentation/verification).22 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.4.2 Analyzing my surveyHere is some information about my participants; the publisher (A) company is very traditionalregarding their web site appearance. Company A is a medium sized Norwegian company. Thewebsite is both regarding web design, navigation and information architecture, more Web 1.0than Web 2.0 based. They have no interactivity or dialogue based features on their site andnone corporate or external blog. They have none corporate profiles inside social networkingsites. But a new web site is being developed these days, and they want to communicate withtheir audience and customers which is a complex demographic base. The publishers market isNorway. Company B is a quite large company (In Norwegian scale) and is ten times biggerthan company A. The software company (B) is more Web 2.0 based; they have both a modernlook due to web design, and modern navigation and information architecture. They have acorporate blog, their own user/customer community and they have Facebook profile, group`sand ads and is present at Twitter and YouTube. They are also using Salesforce.com as theirCRM solution and also have internal Wiki pages for sharing information, reports and forcollaboration. They are using Skype to communicate internal. They also are using severalmonitoring tools today. The software company’s market is global. Then, back to my surveyand the results from them both.4.3 Patterns & themesYou will find details and scores in appendix A and B. Both companies seem to share theimportance of having the customer in focus (Ref. #1. Customer philosophy), both regarding toencourage feedback and suggestions from their customers. Both companies do have a writtenand updated market plan, and monitor marketing trends (Ref. #2. Marketing philosophy).They also use different e-marketing tools today. Regarding to their perception of their ownbrand, they mean that they have a strong brand and identity in their respectiveindustry/markets. Both companies are using Web/Internet technology to expand to newmarkets and/or cross selling their products. Company B does perform some monitoring. Butnone of them have started online monitoring of buzz about their online brand, identity andreputation in an extended and/or coordinated way. Both companies consider themselves tohave a strong and positive online reputation, thou. Both companies actively encouragefeedback and suggestions from their employees and to both use social media private and intheir job situation (Ref. #3. Employee philosophy). Company A does not yet have a writteninternal social media guideline including rules and ethics for their employees, but company B23 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.do have this in place. Both companies do have a written updated (last/this year) Webcommunication/Internet strategy with goals, objectives and defined measurements (Ref. #4.Web site & Internet philosophy). Both companies consider that they are using some Web 2.0elements on their websites, and have a modern Web design look adjusted to their targetcustomers, but company A seems to think they have room for increased quality. When itcomes to easy website navigating adjusted to their target audience (optimal informationarchitecture), says company A that this is functional but company B thinks that it can beimprovements. Regarding to interactive usage of (Web) services at their Web sites meancompany A that they really don`t know, but company B do have this implemented. Bothcompanies use several e-marketing tools and services today. Company A does not regularlymeasure Web traffic to all their website sub domains, but company B does it. Both companiesuses IT technology to its advantage today (to work smarter), (Ref. #5. Social Media andtechnology). Company B`s respective employees are already using social media tools andapplications in their personal lives and in their job situation. Company A has not started thisusage in their jobs. Company B does perform current communication with their employeestoday using either IM tools, Skype or other chat tools, company A doesn`t. Company B scoresalso high on encouraging and facilitating collaboration among employees using collaborationsoftware tools, company A doesn`t. Company B do have a written and updated (last/this year)social media strategy with goals, objectives and defined measurements, company A doesn`t.Both companies share their thoughts to be creative companies. When it comes to theirrespective customers, company A says that their customers not are very familiar and agilewith IT technology, but that is opposite with company B (Ref. #6. Customers usage of SocialMedia). Customers usage of social media private and in job situation, seems to be clearlyhighest for company B and less for company A.4.4. My interpretationBoth of the companies score high regarding customer and market philosophy. That`s a goodfundament to succeed with social media. The customers and audience must be in center. Thisis a necessity to understand how to tap and harvest from social media. I think both companiescould benefit of their customer approach, and help their organization connect withinmarketing, sales and communication departments due to their social media further planningand actions. The understanding of the importance of written strategies shares of both,regarding to marketing. They also use different e-marketing tools today, which already give24 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.them both software and service knowledge to be used within social networking. Theimportance of using Internet as a market force, are adapted within their respectiveorganizations. Both companies have focus on internal learning by using social media toolsand services both private and in their jobs. This attitude is a win-win situation both for thecompany and their employees and management. My interpretation is that both companiesunderstand the importance of modern web design and optimal navigation and InformationArchitecture (IA). The CEO in the publisher company told me that they were not happy withtheir current website and had started developing both new web design and IA including newfocus on how to build interactivity and engagement within their audience. The lack of awritten social media strategy shows the importance of including the management acrossbusiness departments such as marketing & sales, IT, and the CEO (Chief Executive Officer)in this subject. Another important issue is that if a company wants to bring visitors from socialmedia networks to their corporate website, they do need to make sure that their websiteattracts, engage and keep the audience coming back. The content must always be fresh andsticky. Especially important are this for index pages and landing pages which you choose todirect your audience from social media ads or viral marketing efforts. Creating sticky contentwill help to grow your wanted community (Safko & Brake 2009 p. 685). This is important toincrease your conversion and bounce rates at your website (s). Crucial factors to obtainsuccess are when website communication strategy, an interactivity and easy to use website arecoordinated with actions from social media networking. The participant companies differentreplies regarding status quo of customer’s usage of social media, tells me how important it isto adjust and select the right social media mix regarding to understand and communicate withdifferent kind of initiators, influencers, advocates, and demographics. 5. Summary and conclusionSocial media is all about enabling conversations, word of mouth, positive buzz and spreadingviral influences among your target demographic. But then it is important to understand that acompany cannot control conversations about themselves with social media, but they caninfluence and balance them. Influence, user generated recommendations, and onlinecommunity reputation is what the social media ecosystem is all about. Use ethical guidelineswhen you engage social media and blogs. Finally, my conclusion to my research question is ifyou want your business to achieve your goals and objectives with social media you need to;develop a social media strategy coordinated or integrated with marketing/CRM strategy,25 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.involve high level management, put money into a social media budget, have a corporate Website which is attractive and engaging, manage employee resources to engage and createdialogue and interactivity. If you have both the budget and human resources enough tointegrate API`s to your CRM/ERP systems, do it to automatically import social media profiledata, and data from social media monitoring reports to increase effectiveness and to give theopportunity for faster and better management business decisions. Implemented optimal socialmedia and viral marketing can give a company highly desirable ROI`s. Understanding thesefactors will help a company learn, grow and prosper with their online business actions.Remember to always deliver something genuine value to your customers and audience whogive your business their most valuable asset of all; their time.26 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.ReferencesCurriculum booksSafko, Lon & Brake, David K. (2009) The Social Media Bible – Tactics, Tools & Strategies for business success.New Jersey: John Wiley & Sons Inc.Shih, Clara (2009). The Facebook Era – Tapping Online Social Networks to build Better Products, Reach NewAudiences, and Sell More Stuff. US: Prentice Hall, Pearson Education.Additional booksFriedman, Thomas L. (2006). The world is flat. London: Penguin books Ltd.Gall, Meredith D. & Gall, Joyce P. & Borg, Walther R. (2003). Educational Research – An introduction. US:Pearson Education, Inc.Hougaard, Søren & Bjerre, Mogens (2002). Strategic Relationship Marketing. DK: Samfundslitteratur Press.Ryan, Damien & Jones, Calvin (2009). Understanding DIGITAL Marketing – Marketing strategies for engagingthe digital generation. US: Kogan Page Limited.Percy, Larry & Elliot, Richard (2005). Strategic Advertising Management. New York: Oxford University Press.Other sourcesHaugestad, Rune (2009). e-Marketing strategy. Oslo: Oslo University College.Internet sources:Kaitlyn Wilkins (01.10.07). The Ogilvy PR Blogger Outreach Code of Ethics (Take 2). Located 09.10.09 atWWW: http://blog.ogilvypr.com/2007/10/the-ogilvy-pr-blogger-outreach-code-of-ethics/Knut Kristian Hauger (21.09.09). Skremmende om sosiale medier. Located 16.10.09 at WWW:http://www.kampanje.com/markedsf_ring/article502018.eceLisa Lacey (25.09.09). Nielsen: Social Ad spending Up Sharply. Located 03.10.09 at WWW:http://clickz.com/363509527 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization. Appendix ASocial Media - Status Quo : Business analysis Version 1.0 2009 Your name: Company ATry to answer the statements as things truly are, not the wantedscenario Strongly Strongly37 Statements agree Agree Neutral Disagree disagree Score(Write your statement scores in the cells: score 1-5) Score 5 4 Score 3 Score 2 Score 1Read the statement and then decide to what extentyou believe it applies to your company. At mycompany: i.e. 41. Customer philosophyWe actively encourage feedback and suggestions fromour customers today 5Fulfilling customers needs drives the strategy of thecompany 4We have defined objectives to increase customersatisfaction 3We treat customer complaints very seriously, and tryto resolve them asap 5Our current customers are treated as more importantthan potential new customers (prospects) 4We have a widely communicated product and/orservice concept in different media 4We recognize that even our internal departmentshave customers to satisfy 5We regularly measure customer satisfaction 3(Max score = 40, lowest = 8) 15 12 6 0 0SUM 1: 332. Marketing philosophyWe have a written updated (last/this year) marketingstrategy with goals, objectives and definedmeasurements 4We regularly monitor marketing trends 3We are using Web/Internet technology to expand tonew markets and/or cross selling our products 4We have a strong brand and identity in our market 428 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.We monitor buzz about our online brand, identity andreputation 2We have a strong and positive online reputation 4(Max score = 30, lowest = 6) 0 16 3 2 0SUM 2: 213. Employee philosophyWe actively encourage feedback and suggestions fromour employees today 5We actively encourage to share knowledge betweenour employees 4We actively encourage usage of Social Media toincrease our company knowledge within the area 4We have a written internal Social Media guidelinesincl. rules and ethics for our employees. 2(Max score = 20, lowest = 4) 5 8 0 2 0SUM 3: 154. Web site & Internet philosophyWe have a written updated (last/this year) Webcommunication/Internet strategy with goals,objectives and defined measurements 4We are using Web 2.0 technology at our Web site(I.e.: XHTML/CSS, dynamic pages; Java, AJAX, etc.) 4Our Web site have a modern Web design lookadjusted to our target customers 3Our Web site is easy to navigate adjusted to ourtarget audience (optimal information architecture) 4We are using interactive services at our Web site toengage with our audience today 3We use several e-marketing tools and services today 4We regularly measure Web traffic to our site 3(Max score = 35, lowest = 7) 0 16 9 0 0SUM 4: 255. Social Media and technologyOur company uses IT technology to its advantagetoday (to work smarter) 5Above half of our employees are familiar and agilewith IT technology and software 4Our employees are already using social media toolsand applications in their personal lives 4Our employees are already using social media toolsand applications in their jobs 3Currently communication with our employees todayusing IM tools, Skype, chat tools 229 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.Our company encourage and facilitate collaborationamong employees using collaboration software tools(Not e-mail this time) 3We have a written updated (last/this year) SocialMedia strategy with goals, objectives and definedmeasurements 2Would you characterize your company as a creativecompany? 5Are there people within your organization (ordepartment) who would rank especially high on thecreative scale, say a 9 or 10?(when 10 = highest creative factor) 4(Max score = 45, lowest = 9) 10 12 6 4 0SUM 5: 326. Customers usage of Social MediaOur customers are familiar and agile with ITtechnology 3Our customers already use social media applicationsin their personal lives 3Our customers already use social media tools andapplications in their jobs today 3(Max score = 15, lowest = 3) 0 0 9 0 0SUM 6: 9 Your total score: 135 Max possible score: 185 Lowest possible score: 37 Your S. M. quotient: 0,73 1 = max30 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization. Appendix BSocial Media - Status Quo : Business analysis Version 1.0 2009 Your name: Company BTry to answer the statements as things truly are, not the wanted scenario Strongly Strongly37 Statements agree Agree Neutral Disagree disagree Score(Write your statement scores in the cells: score 1-5) Score 5 4 Score 3 Score 2 Score 1Read the statement and then decide to what extentyou belive it applies to your company. At mycompany: i.e. 41. Customer philosophyWe actively encourage feedback and suggestionsfrom our customers today 5Fulfilling customers needs drives the strategy of thecompany 4We have defined objectives to increase customersatisfaction 4We treat customer complaints very seriously, and tryto resolve them asap 3Our current customers are treated as moreimportant than potential new customers (prospects) 3We have a widely communicated product and/orservice concept in different media 3We recognize that even our internal departmentshave customers to satisfy 4We regularly measure customer satisfaction 4(Max score = 40, lowest = 8) 5 16 9 0 0SUM 1: 302. Marketing philosophyWe have a written updated (last/this year) marketingstrategy with goals, objectives and definedmeasurements 4We regularly monitor marketing trends 4We are using Web/Internet technology to expand tonew markets and/or cross selling our products 4We have a strong brand and identity in our market 331 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.We monitor buzz about our online brand, identityand reputation 3We have a strong and positive online reputation 4(Max score = 30, lowest = 6) 0 16 6 0 0SUM 2: 223. Employee philosophyWe actively encourage feedback and suggestionsfrom our employees today 5We actively encourage to share knowledge betweenour employees 5We actively encourage usage of Social Media toincrease our company knowledge within the area 5We have a written internal Social Media guidelinesincl. rules and ethics for our employees. 5(Max score = 20, lowest = 4) 20 0 0 0 0SUM 3: 204. Web site & Internet philosophyWe have a written updated (last/this year) Webcommunication/Internet strategy with goals,objectives and defined measurements 3We are using Web 2.0 technology at our Web site(I.e.: XHTML/CSS, dynamic pages; Java, AJAX, etc.) 4Our Web site have a modern Web design lookadjusted to our target customers 4Our Web site is easy to navigate adjusted to ourtarget audience (optimal information architecture) 3We are using interactive services at our Web site toengage with our audience today 4We use several e-marketing tools and services today 4We regularly measure Web traffic to our site 5(Max score = 35, lowest = 7) 5 16 6 0 0SUM 4: 275. Social Media and technologyOur company uses IT technology to its advantagetoday (to work smarter) 5Above half of our employees are familiar and agilewith IT technology and software 5Our employees are already using social media toolsand applications in their personal lives 5Our employees are already using social media toolsand applications in their jobs 5Currently communication with our employees todayusing IM tools, Skype, chat tools 532 | P a g e
  • Candidate nr. 870. MOK. Exam – Media socialization.Our company encourage and facilitate collaborationamong employees using collaboration software tools(Not e-mail this time) 5We have a written updated (last/this year) SocialMedia strategy with goals, objectives and definedmeasurements 4Would you characterize your company as a creativecompany? 4Are there people within your organization (ordepartment) who would rank especially high on thecreative scale, say a 9 or 10?(when 10 = highest creative factor) 4(Max score = 45, lowest = 9) 30 12 0 0 0SUM 5: 426. Customers usage of Social MediaOur customers are familiar and agile with ITtechnology 5Our customers already use social media applicationsin their personal lives 4Our customers already use social media tools andapplications in their jobs today 4(Max score = 15, lowest = 3) 5 8 0 0 0SUM 6: 13 Your total score: 154 Max possible score: 185 Lowest possible score: 37 Your S. M. quotient: 0,83 1 = max33 | P a g e