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Incorporating Social Media into Your StrategyPresentation Transcript
Some Thoughts on Integrating Social Media into Your Strategy Social media is not a strategy; it’s a vehicle with which to enact your strategy Ayelet Baron October 2009
THE TOOLS ARE OUT THERE WHAT ARE YOUR GOALS? WHAT IS YOUR INVESTMENT? WHAT DOES SUCCESS LOOK LIKE? http://www.flickr.com/photos/stabilo-boss/93136022/
Key Takeaways Identify the relationships you want Select and target the tools By having strong relationships, engage in call to action
Welcome to the New Normal … How do I work better with MY PARTNERS AND SUPPLIERS? How can I do MORE WITH LESS? I need to MOVE FASTER. I want to use my iPhone FOR WORK. There’s TOO MUCH INFORMATION! How do I get to know my customersWITHOUT TRAVEL? How do I BALANCE WORK WITH MY PERSONAL LIFE?
… and It’s Business Impact I need CLOSER RELATIONSHIPS with my partners. This market is moving TOO FAST for us. My IT budget is STRETCHED already. Our time to market is TOO SLOW. We are MISSING OPPORTUNITIES. I’m worried about CUSTOMER SATISFACTION. My team needs the same APPLICATIONS AT HOME.
Consumers dictate PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Personal blog Comments on blogs Talk face to face Social network page Comments on websites Phone call Talk face to face Widgets Viral emails Talk to shop worker Phone call Consult a professional Video sharing site Auction websites Talk face to face Talk to shop worker Photo sharing site Wish lists Readers Letters Talk to shop worker Consult a professional Chat rooms Ratings on retail sites Phone in; TV / Radio Readers letters Message boards Reviews on retail sites SMS Phone in; TV / Radio Government, monarchy, religious institutions dictate the agenda Social Bookmarking Price comparison sites Email Professional media dictate Chat room Social shopping sites Instant Messenger Influence Revolution Universal McCann, When Did We Start Trusting Strangers?
COMMUNICATIONS MEDIA SOCIAL MEDIA Space defined by Media Owner Brand in control One way / Delivering a message Repeating the message Focused on the brand Entertaining Company created content Space defined by Consumer Consumer in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the consumer / Adding value Influencing, involving User created content / Co-creation Source: Neil Perkin ‘What’s Next in Media’ (Slide 9)
SUDDENLY MEDIA IS A MASS OF CONVERSATIONS AND YOU CAN’T CONTROL THEM
SOCIAL MEDIA MAY BE HERE TO STAY BUT THE TOOLS ARE TEMPORARY "Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“ Seth Godin Image: http://www.gapingvoid.com/
“It’s about relationships” Andrew Rogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/
CREATE CONTENT THAT IS REMARKABLE If the web is a mass of conversations, then get talked about Create content that is worth passing on Make it as easy as possible for your supporters to find it and spread the word http://www.flickr.com/photos/oldflints/
Track Impact Engage Target Strategy Identify key areas of synergy between in person and online Identify your key stakeholder groups Identify points of integration into the current strategy Identify clear success metrics upfront
What is the overall process flow of activities?
What is your engagement strategy?
How can you connect offline activities with online activities?
Who are the key targets?
What are their preferences in terms of engagement?
What social media tools do they use?
What do they pay attention to?
Where can social media play a role in delivering and enabling your strategy? Where can you integrate/insert it strategically?
What do you need to stop doing, start doing and continue doing?
Incorporating Social Media in Your Strategy
What are your top 3 success criteria for an effective integration of social media?
How will you track and monitor them?
Changing the Way We Engage and Collaborate Collaborative Tools Text Voice, Video Video Social Networking Many Social Networking Video on Demand Discussion Forums Unified Communications Wikis Contact Center Blogs Number of Stakeholders Email Conferencing IM TelePresence Documents One Vmail There are many tools out there but being able to target them and use many of them is key
Video is HereIt’s on the Social Web A picture is a thousand words, Video says it all “In person” experience 64% of communication is non-verbal1 One third of the human cortex is dedicated to vision2 1Kandola, Pearn “The Psychology of Effective Business Communications in Geographically Dispersed Teams”, Cisco Systems, September 2006 2Vision Group Research, FMRIB, University of Oxford, UK
Use Targeted Twitter Apps: One Stop Shopping http://oneforty.com/ http://crumpleitup.com/tps/
What’s Social Media All About? It’s about knowing
Where the conversations are happening
What’s your share of the conversation
What are the conversations that you could / should be in
Who are the key influencers who can help build your brand
It’s about expanding your news flow
Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)
It’s about understanding communities
Which groups, forums and networks matter
Who drives share of conversation in these communities
What are the next steps in driving relationships
It’s about leveraging existing content and improving your natural search Source: http://www.slideshare.net/neville
Start Here Listen Give up control Be natural Make a commitment Be where your stakeholders are Learn to deal with negativity Be humble Listen Source: http://www.slideshare.net/neville
Some Final Thoughts Transparent Communication is Key
The era of gatekeepers controlling the distribution of information is over
Press releases have a place in communicating key messages but they should be integrated with other social media tools
No one can control what is said about you. As consumers have a voice and a means to make themselves heard, it is up to you be out there to listen, track and respond
It is now about being open, honest and transparent. You can no longer control
Be Part of the Conversation
Identify the right resources in your organization who are responsible for driving interaction, input and community for your organization
Assess the social media tools in terms of your goals and be present where it makes sense to be part of the conversation
Everybody is an influencer today
Some Final Thoughts Reach Out to the Community
Identify and reach out to bloggers, video creators, podcasters. They are constantly seeking content
Build relationships by engaging with the people who are talking about your organization and issues in your field
Be Ready for Everything and Anything
The “build it they will come” mentality only works in the movies
Don’t assume that by creating a social media presence, everyone will participate. There are many abandoned online communities out there so make sure you put together a plan for each tool you plan to use
It’s About Two way Communication / Being a Part of a Conversation
Listen. Social media about people's relationships with you
Get involved. Social media is about conversation and building relationships. It takes investment and effort. Don't just talk about your organization. Ask questions, engage people and share information through links
Focus on the long term. It takes time to get results and build relationships. It's about trust and connecting with others
If you want to know what technology will change the world, watch young mothers and don't watch teenage boys - young mothers have no time for any technology that isn't useful and doesn't work. Clay Shirky, 2005 Dan Thornton, Bauer…http://thewayoftheweb.net/ Pic by skeddy in NYC on Flickr (CC Licence)