The Power of Conversation - Developing a Social Media Strategy That Works

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    The Power of Conversation - Developing a Social Media Strategy That Works - Presentation Transcript

    1. The Power of Conversation Developing a Social Media Strategy That Works
      Scott Meis | Sr. Project & Social Media Director
      September 29, 2009
    2. The Power of Conversation
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      Carolyn Grisko & Associates Inc.
      Chicago-based strategic communications firm working with a variety of corporate, government and nonprofit clients.
      www.grisko.com
    3. The Power of Conversation
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      What We’ll Cover
      • Current Trends
      • Management
      • 5 Step Strategy
      • Measurement
      • Selling the C-Suite
      • Case Studies
      • The Big Takeaway
    4. The Power of Conversation
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      This…
    5. The Power of Conversation
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      Can Quickly Result in This…
    6. The Power of Conversation
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      Why People Are Attracted to Social Media
      People trust “a person like me” more than authority figures from business, government and media
      Seek ongoing dialogue and relationships, not one-way advertisements
      Trust, transparency, openness, honesty Source: icrossing 2008 study
    7. The Power of Conversation
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      Current Online Trends
      3,000 Google searches each second
      33 minutes of video added to YouTube every second
      Over 300million Facebook users
      19 million Twitter users
      Share! Connect! Comment! Engage!
    8. The Power of Conversation
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      People Listen – The Domestic Diva Case Study
      Nov. 12, 2008 blog post from influential Mommy blogger about daughter in need of kidney. 196 comments, flurry of tweets
      Nov. 26, 2008 announcement of living donor found. 146 comments
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      People Listen – #Eric Heart Transplant
      May 2009 – Former CNN reporter Veronica De La Cruz launches effort to raise money for brother’s heart transplant.
      1 day example – 1,250 hashtag tweets
      Over $850,000 raised by May 28
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      People Converse - Twitter
      Constant Conversation on Twitter
    11. The Power of Conversation
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      People Watch – United Breaks Guitars Video
    12. The Power of Conversation
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      People Watch – Mayo Clinic Case Study
      • Cute video of older couple playing piano posted on Sharing Mayo blog on April 7, 2009.
      • Mayo social media tools used to share video
      • Featured on Good Morning America, leveraged traditional media
      • More than 3.1 million views by June 8, 2009
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      The BIG Question
      Why Would My Organization Use Social Media?
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      Why You Would Use Social Media
      Increase Traffic
      Build Brand Awareness
      Improve Search Engine Rankings
      Reputation Management
      Increase Sales
      Thought Leadership / Recruitment
      Customer Service
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      Brand Awareness Example - Starbucks
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      News Generation Example
      Listening and monitoring leads to blog comment calling attention to Facebook page
      Quick reply on Facebook results in series of blog posts focused on issue
      Use social media to Be The Media
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      How Do I Find Time to Manage Social Media?
      Start Small - Integrate, adjust, create routine
      Divide Tasks - Listening & monitoring, engagement & community management, content production, reporting & analysis
      Engage Staff – Create policy, guidelines, foster participation to enhance outreach
    18. The Power of Conversation
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      What It Will Take
      Conduct a thorough internal analysis
      Do you have top level and employee buy-in?
      PR/Marketing staff member that can commit to being a Social Media Manager, better yet, a Social Media Team?
      Commitment and desire to engage? PASSION!
      At least 1-2 hours to devote each day?
      Small content creation budget?
      Time and patience – it WILL NOT happen overnight.
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      What It Will Take - Graph from Beth Kanter
    20. The Power of Conversation
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      Start By Listening
      Get Busy Monitoring!
      Google Alerts
      Google Reader
      SocialMention, Twitter Search, Technorati
    21. The Power of Conversation
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      Choose Your Audience
      Define your target audience
      Seek out brand evangelists, influencers
      Research!
      • Social Technographics Profile
      • Facebook Ad Tool
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      Set Your Objectives & Goals
      Don’t just use social media randomly
      What is your #1 priority with online marketing and communications?
      How can it be integrated into your existing communications efforts?
      Keep your end goal focused and simple
      MOST IMPORTANT…
      Make your message resonate!
    23. The Power of Conversation
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      Define Your Strategy
      Listen, find communities & influencers
      Develop content plan
      Be consistent and integrate
      Engage and facilitate
      Analyze, measure and ADAPT frequently
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      Choose Your Tools
      Is your target audience already talking to one another?
      Focus on building long-term relationships
      Remember:
      - People meet in different online spaces
      - They comment, share and influence
      - They want to be part of the process
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      With or Without You . . .
      ...the conversations are going to take place.
      Are you going to engage and embrace?
      Smartly save time, money, staff by connecting with brand enthusiasts to build lasting relationships?
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      Is Social Media Measurable?
      Yes! By setting benchmarks and goals
      Quantitative: Web analytics (referral links), Facebook Insights, YouTube Insight, Twitter Stats & Analysis
      Qualitative: Comment sentiment (Radian6), feedback, support increase, engagement increase, survey trends
    27. The Power of Conversation
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      More Specifically…
      Attention(unique users, page views, content views)
      Engagement(time spent, comments, wall posts, comment length)
      Authority (trackbacks, inbound links, mentions, shares, embeds)
      Influence (search visibility, subscribers, fans, followers)
      Sentiment (negative, neutral, positive)
    28. The Power of Conversation
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      How to Sell Leadership on Social Media
      Case Studies
      Efficiency of Online Communications
      Proactive Crisis Response Mechanism
      Start Small, Measure & Benchmark
      Use a Consultant
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      How to Sell Leadership on Social Media
    30. The Power of Conversation
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      How to Sell Leadership on Social Media
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      How to Sell Leadership on Social Media
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      Case Study – Customer Service - Comcast
      • @comcastcaresused as a tool to build real relationships with real people
      • Four employees monitor and engage through the channel at any given time
      • Instant customer feedback, satisfaction
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      Case Study – Customer Service - #inpdx
      • @travelportlanduses Twitter to connect with consumers looking for Oregon travel information
      • #inpdxhashtagstreamlines conversation for easy response. Also launched TwisitorCenter
      • Page on Website provides useful resources for connecting with travel guides
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      Case Study – Crisis Response - Dominos
      Video of absurd employee behavior explodes overnight on YouTube
      Dominos’ President utilizes same channel to issue formal apology
      Crisis response tactics are key influencers on SEO, online brand reputation
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      The Big Takeaway
      10 Steps to Get Going TODAY
      Start listening. Google alerts and Google Reader, Twitter search or Tweetlater, protect your brand
      Assess your needs, purpose and capacity to engage in social media
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      The Big Takeaway
      10 Steps to Get Going TODAY
      3. Identify a team to spearhead, sell leadership, create social media policy
      4. Identify target audience, set objectives, define your strategy, choose your tools(POST Strategy)
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      The Big Takeaway
      10 Steps to Get Going TODAY
      5. Start with focus on existing influencers and community
      6. Establish a Facebook page
      7. Start a blog on Wordpress
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      The Big Takeaway
      10 Steps to Get Going TODAY
      8. Create Twitter and Flickr accounts
      9. Start a YouTube channel, search and comment on videos you like, purchase a FlipHD camera
    39. The Power of Conversation
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      The Big BIG Takeaway
      10 Steps to Get Going TODAY
      10. Measure monthly, track & analyze trends,
      adapt
      Get going! Be patient and stay active.
    40. The Power of Conversation
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      Questions & Comments
      Scott Meis
      smeis@grisko.com
      312-335-0100
      www.grisko.com
      Suggested Reading:Resources – The New Community Rules , Groundswell, Free Social Media GuidesGreat Trend Sites – Mashable, Social Media TodayMy Blog - Social Media Snippets

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