Incorporating Social Media into Your Strategy
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Incorporating Social Media into Your Strategy

on

  • 1,908 views

 

Statistics

Views

Total Views
1,908
Views on SlideShare
1,903
Embed Views
5

Actions

Likes
6
Downloads
42
Comments
0

1 Embed 5

http://www.slideshare.net 5

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • We need to focus on improving interactions to achieve new gains in innovation, creativity and decision efficiency.
  • -

Incorporating Social Media into Your Strategy Presentation 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)