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Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
Incorporating Social Media into Your Strategy
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Incorporating Social Media into Your Strategy

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  • We need to focus on improving interactions to achieve new gains in innovation, creativity and decision efficiency.
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  • Transcript

    • 1. 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
    • 2. 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/
    • 3. Key Takeaways
      Identify the relationships you want
      Select and target the tools
      By having strong relationships, engage in call to action
    • 4. 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?
    • 5. … 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.
    • 6. 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?
    • 7.
    • 8. 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)
    • 9. SUDDENLY MEDIA IS A MASS OF CONVERSATIONS
      AND YOU CAN’T CONTROL THEM
    • 10. 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/
    • 11. “It’s about relationships”
      Andrew Rogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/
    • 12.
    • 13. 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/
    • 14. 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?
      • 15. What is your engagement strategy?
      • 16. How can you connect offline activities with online activities?
      • 17. Who are the key targets?
      • 18. What are their preferences in terms of engagement?
      • 19. What social media tools do they use?
      • 20. What do they pay attention to?
      • 21. Where can social media play a role in delivering and enabling your strategy? Where can you integrate/insert it strategically?
      • 22. 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?
      • 23. 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
    • 24. 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
    • 25. Use Targeted Twitter Apps: One Stop Shopping
      http://oneforty.com/
      http://crumpleitup.com/tps/
    • 26. What’s Social Media All About?
      It’s about knowing
      • Where the conversations are happening
      • 27. What’s your share of the conversation
      • 28. What are the conversations that you could / should be in
      • 29. 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
      • 30. Who drives share of conversation in these communities
      • 31. 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
    • 32. 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
    • 33. Some Final Thoughts
      Transparent Communication is Key
      • The era of gatekeepers controlling the distribution of information is over
      • 34. Press releases have a place in communicating key messages but they should be integrated with other social media tools
      • 35. 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
      • 36. 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
      • 37. Assess the social media tools in terms of your goals and be present where it makes sense to be part of the conversation
      Everybody Matters
      • 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
      • 38. 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
      • 39. 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
      • 40. 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
      • 41. 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)

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