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Groundswell planning

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  • 1. SOCIAL MEDIA STRATEGY Creating a plan.Friday, September 23, 2011
  • 2. P.O.S.T.Friday, September 23, 2011
  • 3. PEOPLE How are your audiences using social media?Friday, September 23, 2011
  • 4. http://blogs.forrester.com/groundswell/2008/10/new-2008-social.htmlFriday, September 23, 2011
  • 5. OBJECTIVES • Listening • Supporting • Talking • Embracing • EnergizingFriday, September 23, 2011
  • 6. STRATEGY: LISTENING Ongoing monitoring Who & how will you interpret info & what will you do with it? Which Technographics profiles are most relevant?Friday, September 23, 2011
  • 7. STRATEGY: LISTENING Why are you listening? Listen to participate Listen to make better decisions.Friday, September 23, 2011
  • 8. STRATEGY: TALKING • Creating conversations. • Putting out content. • Which Technographics profiles are most relevant?Friday, September 23, 2011
  • 9. STRATEGY: TALKING Common: • Video • Social networks • BloggingFriday, September 23, 2011
  • 10. • Start by listening • Estimate ROI: how will the blog pay off and at what cost? • Develop a plan: one author or several? one blog or many? • Rehearse: write 5 or 10 before you go live • Develop an editorial process: should be lightweight • Design the blog & its connection to the site • Develop a marketing plan so people can find the blog • Blogging is more than writing • Be honestFriday, September 23, 2011
  • 11. One Chihuahua from New York City. One pet travel specialist from PetRelocation.com. Six months of paperwork, one last night in the Big Apple and an intercontinental flight to Tokyo, Japan. Follow along with Mocha, PetRelocation.coms Pup in the Air!Friday, September 23, 2011
  • 12. One Chihuahua from New York City. One pet travel specialist from PetRelocation.com. Six months of paperwork, one last night in the Big Apple and an intercontinental flight to Tokyo, Japan. Follow along with Mocha, PetRelocation.coms Pup in the Air!Friday, September 23, 2011
  • 13. STRATEGY: ENERGIZING • Capitalize on your accidental spokespeople. • Develop, create and support citizen marketersFriday, September 23, 2011
  • 14. STRATEGY: ENERGIZING • Figure out if you want to energize the groundswell. • Pick a strategy that fits • Stick around for the long haul • Which Technographics profiles fit best?Friday, September 23, 2011
  • 15. STRATEGY: ENERGIZING • Ratings & Reviews • ebags.com • Community Building • Community Joining/SupportingFriday, September 23, 2011
  • 16. C.A.S. energized six “insiders” through an application process.Friday, September 23, 2011
  • 17. STRATEGY: SUPPORTING • Customer support for high need products/services. • Taxes • Retirement • High-TechFriday, September 23, 2011
  • 18. STRATEGY: SUPPORTING • Forums • WikisFriday, September 23, 2011
  • 19. STRATEGY: EMBRACING Allow your customers to be part of the process. Which Technographics fit best?Friday, September 23, 2011
  • 20. STRATEGY: EMBRACING Crowdsourcing MyStarbucks.com Change.gov Dell’s IdeaStormFriday, September 23, 2011
  • 21. Friday, September 23, 2011
  • 22. ROOM TO GROWFriday, September 23, 2011
  • 23. TECHNOLOGIESFriday, September 23, 2011

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