The Power of Conversation Developing a Social Media Strategy That Works<br />Scott Meis | Sr. Project & Social Media Direc...
The Power of Conversation<br />2<br />Carolyn Grisko & Associates Inc.<br />Chicago-based strategic communications firm wo...
The Power of Conversation<br />3<br />What We’ll Cover<br /><ul><li>Current Trends
Management
5 Step Strategy
Measurement
Selling the C-Suite
Case Studies
The Big Takeaway</li></li></ul><li>The Power of Conversation<br />4<br />This…<br />
The Power of Conversation<br />5<br />Can Quickly Result in This…<br />
The Power of Conversation<br />6<br />Why People Are Attracted to Social Media<br />People trust “a person like me” more t...
The Power of Conversation<br />7<br />Current Online Trends<br />3,000 Google searches each second<br />33 minutes of vide...
The Power of Conversation<br />8<br />People Listen – The Domestic Diva Case Study<br />Nov. 12, 2008 blog post from influ...
The Power of Conversation<br />9<br />People Listen – #Eric Heart Transplant<br />May 2009 – Former CNN reporter Veronica ...
The Power of Conversation<br />10<br />People Converse - Twitter<br />Constant Conversation on Twitter<br />
The Power of Conversation<br />11<br />People Watch – United Breaks Guitars Video<br />
The Power of Conversation<br />12<br />People Watch – Mayo Clinic Case Study <br /><ul><li>Cute video of older couple play...
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</li></li></ul><li>The Power of Conversation<br />13<br />The BIG Question<br /...
The Power of Conversation<br />14<br />Why You Would Use Social Media<br />Increase Traffic<br />Build Brand Awareness<br ...
The Power of Conversation<br />15<br />Brand Awareness Example - Starbucks<br />
The Power of Conversation<br />16<br />News Generation Example<br />Listening and monitoring leads to blog comment calling...
The Power of Conversation<br />17<br />How Do I Find Time to Manage Social Media?<br />Start Small - Integrate, adjust, cr...
The Power of Conversation<br />18<br />What It Will Take<br />Conduct a thorough internal analysis<br />Do you have top le...
The Power of Conversation<br />19<br />What It Will Take - Graph from Beth Kanter<br />
The Power of Conversation<br />20<br />Start By Listening<br />Get Busy Monitoring!<br />Google Alerts <br />Google Reader...
The Power of Conversation<br />21<br />Choose Your Audience<br />Define your target audience<br />Seek out brand evangelis...
Facebook Ad Tool</li></li></ul><li>The Power of Conversation<br />22<br />Set Your Objectives & Goals<br />Don’t just use ...
The Power of Conversation<br />23<br />Define Your Strategy<br />Listen, find communities & influencers<br />Develop conte...
The Power of Conversation<br />24<br />Choose Your Tools<br />Is your target audience already talking to one another?<br /...
The Power of Conversation<br />25<br />With or Without You . . .<br />...the conversations are going to take place.<br />A...
The Power of Conversation<br />26<br />Is Social Media Measurable?<br />Yes! By setting benchmarks and goals<br />Quantita...
The Power of Conversation<br />27<br />More Specifically…<br />Attention(unique users, page views, content views)<br />Eng...
The Power of Conversation<br />28<br />How to Sell Leadership on Social Media<br /> Case Studies<br /> Efficiency of Onlin...
The Power of Conversation<br />29<br />How to Sell Leadership on Social Media<br />
The Power of Conversation<br />30<br />How to Sell Leadership on Social Media<br />
The Power of Conversation<br />31<br />How to Sell Leadership on Social Media<br />
The Power of Conversation<br />32<br />Case Study – Customer Service - Comcast<br /><ul><li>@comcastcaresused as a tool to...
Four employees monitor and engage through the channel at any given time
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The Power of Conversation - Developing a Social Media Strategy That Works

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September 29, 2009 Webinar presentation for Ragan Communications members. Geared toward corporate communicators.

Published in: Business, Technology

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

  1. 1. The Power of Conversation Developing a Social Media Strategy That Works<br />Scott Meis | Sr. Project & Social Media Director<br />September 29, 2009<br />
  2. 2. The Power of Conversation<br />2<br />Carolyn Grisko & Associates Inc.<br />Chicago-based strategic communications firm working with a variety of corporate, government and nonprofit clients.<br />www.grisko.com<br />
  3. 3. The Power of Conversation<br />3<br />What We’ll Cover<br /><ul><li>Current Trends
  4. 4. Management
  5. 5. 5 Step Strategy
  6. 6. Measurement
  7. 7. Selling the C-Suite
  8. 8. Case Studies
  9. 9. The Big Takeaway</li></li></ul><li>The Power of Conversation<br />4<br />This…<br />
  10. 10. The Power of Conversation<br />5<br />Can Quickly Result in This…<br />
  11. 11. The Power of Conversation<br />6<br />Why People Are Attracted to Social Media<br />People trust “a person like me” more than authority figures from business, government and media<br />Seek ongoing dialogue and relationships, not one-way advertisements<br />Trust, transparency, openness, honesty Source: icrossing 2008 study<br />
  12. 12. The Power of Conversation<br />7<br />Current Online Trends<br />3,000 Google searches each second<br />33 minutes of video added to YouTube every second<br />Over 300million Facebook users<br />19 million Twitter users <br />Share! Connect! Comment! Engage!<br />
  13. 13. The Power of Conversation<br />8<br />People Listen – The Domestic Diva Case Study<br />Nov. 12, 2008 blog post from influential Mommy blogger about daughter in need of kidney. 196 comments, flurry of tweets<br /> Nov. 26, 2008 announcement of living donor found. 146 comments<br />
  14. 14. The Power of Conversation<br />9<br />People Listen – #Eric Heart Transplant<br />May 2009 – Former CNN reporter Veronica De La Cruz launches effort to raise money for brother’s heart transplant.<br />1 day example – 1,250 hashtag tweets<br />Over $850,000 raised by May 28<br />
  15. 15. The Power of Conversation<br />10<br />People Converse - Twitter<br />Constant Conversation on Twitter<br />
  16. 16. The Power of Conversation<br />11<br />People Watch – United Breaks Guitars Video<br />
  17. 17. The Power of Conversation<br />12<br />People Watch – Mayo Clinic Case Study <br /><ul><li>Cute video of older couple playing piano posted on Sharing Mayo blog on April 7, 2009.
  18. 18. Mayo social media tools used to share video
  19. 19. Featured on Good Morning America, leveraged traditional media
  20. 20. More than 3.1 million views by June 8, 2009</li></li></ul><li>The Power of Conversation<br />13<br />The BIG Question<br />Why Would My Organization Use Social Media? <br />
  21. 21. The Power of Conversation<br />14<br />Why You Would Use Social Media<br />Increase Traffic<br />Build Brand Awareness<br />Improve Search Engine Rankings<br />Reputation Management<br />Increase Sales<br />Thought Leadership / Recruitment<br />Customer Service <br />
  22. 22. The Power of Conversation<br />15<br />Brand Awareness Example - Starbucks<br />
  23. 23. The Power of Conversation<br />16<br />News Generation Example<br />Listening and monitoring leads to blog comment calling attention to Facebook page<br />Quick reply on Facebook results in series of blog posts focused on issue<br />Use social media to Be The Media<br />
  24. 24. The Power of Conversation<br />17<br />How Do I Find Time to Manage Social Media?<br />Start Small - Integrate, adjust, create routine <br />Divide Tasks - Listening & monitoring, engagement & community management, content production, reporting & analysis<br />Engage Staff – Create policy, guidelines, foster participation to enhance outreach<br />
  25. 25. The Power of Conversation<br />18<br />What It Will Take<br />Conduct a thorough internal analysis<br />Do you have top level and employee buy-in?<br />PR/Marketing staff member that can commit to being a Social Media Manager, better yet, a Social Media Team?<br />Commitment and desire to engage? PASSION!<br />At least 1-2 hours to devote each day?<br />Small content creation budget?<br />Time and patience – it WILL NOT happen overnight.<br />
  26. 26. The Power of Conversation<br />19<br />What It Will Take - Graph from Beth Kanter<br />
  27. 27. The Power of Conversation<br />20<br />Start By Listening<br />Get Busy Monitoring!<br />Google Alerts <br />Google Reader<br />SocialMention, Twitter Search, Technorati<br />
  28. 28. The Power of Conversation<br />21<br />Choose Your Audience<br />Define your target audience<br />Seek out brand evangelists, influencers<br />Research!<br /><ul><li>Social Technographics Profile
  29. 29. Facebook Ad Tool</li></li></ul><li>The Power of Conversation<br />22<br />Set Your Objectives & Goals<br />Don’t just use social media randomly<br />What is your #1 priority with online marketing and communications?<br />How can it be integrated into your existing communications efforts?<br />Keep your end goal focused and simple<br />MOST IMPORTANT… <br />Make your message resonate!<br />
  30. 30. The Power of Conversation<br />23<br />Define Your Strategy<br />Listen, find communities & influencers<br />Develop content plan<br />Be consistent and integrate<br />Engage and facilitate <br />Analyze, measure and ADAPT frequently<br />
  31. 31. The Power of Conversation<br />24<br />Choose Your Tools<br />Is your target audience already talking to one another?<br />Focus on building long-term relationships<br />Remember:<br /> - People meet in different online spaces<br /> - They comment, share and influence<br /> - They want to be part of the process<br />
  32. 32. The Power of Conversation<br />25<br />With or Without You . . .<br />...the conversations are going to take place.<br />Are you going to engage and embrace?<br />Smartly save time, money, staff by connecting with brand enthusiasts to build lasting relationships? <br />
  33. 33. The Power of Conversation<br />26<br />Is Social Media Measurable?<br />Yes! By setting benchmarks and goals<br />Quantitative: Web analytics (referral links), Facebook Insights, YouTube Insight, Twitter Stats & Analysis<br />Qualitative: Comment sentiment (Radian6), feedback, support increase, engagement increase, survey trends <br />
  34. 34. The Power of Conversation<br />27<br />More Specifically…<br />Attention(unique users, page views, content views)<br />Engagement(time spent, comments, wall posts, comment length)<br />Authority (trackbacks, inbound links, mentions, shares, embeds)<br />Influence (search visibility, subscribers, fans, followers)<br />Sentiment (negative, neutral, positive) <br />
  35. 35. The Power of Conversation<br />28<br />How to Sell Leadership on Social Media<br /> Case Studies<br /> Efficiency of Online Communications<br /> Proactive Crisis Response Mechanism<br /> Start Small, Measure & Benchmark<br /> Use a Consultant<br />
  36. 36. The Power of Conversation<br />29<br />How to Sell Leadership on Social Media<br />
  37. 37. The Power of Conversation<br />30<br />How to Sell Leadership on Social Media<br />
  38. 38. The Power of Conversation<br />31<br />How to Sell Leadership on Social Media<br />
  39. 39. The Power of Conversation<br />32<br />Case Study – Customer Service - Comcast<br /><ul><li>@comcastcaresused as a tool to build real relationships with real people
  40. 40. Four employees monitor and engage through the channel at any given time
  41. 41. Instant customer feedback, satisfaction</li></li></ul><li>The Power of Conversation<br />33<br />Case Study – Customer Service - #inpdx<br /><ul><li>@travelportlanduses Twitter to connect with consumers looking for Oregon travel information
  42. 42. #inpdxhashtagstreamlines conversation for easy response. Also launched TwisitorCenter
  43. 43. Page on Website provides useful resources for connecting with travel guides</li></li></ul><li>The Power of Conversation<br />34<br />Case Study – Crisis Response - Dominos<br />Video of absurd employee behavior explodes overnight on YouTube<br />Dominos’ President utilizes same channel to issue formal apology<br />Crisis response tactics are key influencers on SEO, online brand reputation<br />
  44. 44. The Power of Conversation<br />35<br />The Big Takeaway<br />10 Steps to Get Going TODAY <br />Start listening. Google alerts and Google Reader, Twitter search or Tweetlater, protect your brand<br />Assess your needs, purpose and capacity to engage in social media <br />
  45. 45. The Power of Conversation<br />36<br />The Big Takeaway<br />10 Steps to Get Going TODAY <br />3. Identify a team to spearhead, sell leadership, create social media policy <br />4. Identify target audience, set objectives, define your strategy, choose your tools(POST Strategy)<br />
  46. 46. The Power of Conversation<br />37<br />The Big Takeaway<br />10 Steps to Get Going TODAY <br /> 5. Start with focus on existing influencers and community<br /> 6. Establish a Facebook page<br /> 7. Start a blog on Wordpress<br />
  47. 47. The Power of Conversation<br />38<br />The Big Takeaway<br />10 Steps to Get Going TODAY <br /> 8. Create Twitter and Flickr accounts<br /> 9. Start a YouTube channel, search and comment on videos you like, purchase a FlipHD camera<br />
  48. 48. The Power of Conversation<br />39<br />The Big BIG Takeaway<br />10 Steps to Get Going TODAY <br /> 10. Measure monthly, track & analyze trends, <br /> adapt<br />Get going! Be patient and stay active.<br />
  49. 49. The Power of Conversation<br />40<br />Questions & Comments<br />Scott Meis<br />smeis@grisko.com<br />312-335-0100 <br />www.grisko.com<br />Suggested Reading:Resources – The New Community Rules , Groundswell, Free Social Media GuidesGreat Trend Sites – Mashable, Social Media TodayMy Blog - Social Media Snippets<br />

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