Social Media Strategy
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Social Media Strategy

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This is a simple idea generating tool for implementing Social Media in your company. It’s based on new idea generation techniques that I am using in my MBA thesis and its developed from those all ...

This is a simple idea generating tool for implementing Social Media in your company. It’s based on new idea generation techniques that I am using in my MBA thesis and its developed from those all important questions: What, Why and How? A lot of people are still scratching their heads about social media and tend to focus on the technology rather than the conversation and human elements of being social. I hope you find the Social Media Brainstorming tools and the explanations useful and best of luck on any future implementations.

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Social Media Strategy Social Media Strategy Presentation Transcript

  • Social Media Strategy: Brainstorm Social Media into your Business Confused? Then read on!!!
  • Before we Begin Warning! - This slide show is not intended to tell you how important Social Media is, there are plenty of other presentations out there doing a better job. What F**K Are Social Media Blogs, Tubes, Twitters and More
  • Who is this Presentation for? People who are puzzled about how to make Social Media work for their company. Photo credit: http://www.flickr.com/photos/asylum_collectibles/
  • Applying Social Media to Business Overcome the Challenge! It’s not limited to helping you make more money!
  • Applying Social Media to Business The potential of Social Media to improve the way we communicate has far wider implications to generate business value!
  • Applying Social Media to Business Setting up a good Social Media experience requires you to become a ‘communication architect’ through:  Good design – a rich user experience  Creative problem solving – finding alignment to user requirements  Providing the right tools - to involve the user and develop the community  Empowering the right people – to give them the opportunity to communicate
  • Users + Conversation = Network A Social Media strategy is about empowering the conversation and involving the user. Grasp this concept and the opportunities are huge!!
  • How to Build the Conversation So how do you create a conversation that’ s sustainable? Simple: • Create good experiences • Social Experiences • Design conversations • .... And relationships
  • Implementing Social Media: The Common Mistake Most companies focus on the technology – and don’t try to understand the behaviours or needs of their: • Customers – the end users • Employees - the implementers
  • Not Suprising When There’ s so Much Choice in Technology!! Photo credit: Brian Solis Social Media Prism
  • Ever Heard the One About a Bad Workman Blaming his Tools? Photo credit: http://www.flickr.com/photos/ljr69/3074367811/
  • What this Presentation Will Do you to read a great book called Tell Groundswell by Charlene Li and Josh Bernoff  Collect the great ideas from this book  Give you a simple Brainstorming tool to adapt to your circumstances.
  • The Important First Step: Read So lets start! – Buy the book and read it. Then look at your business and start to talk about the challenges you face.
  • Key Points from Groundswell Point 1: The 4 Step Planning Process  People –What are the customer/employees ready for?  Objectives – What are the goals for the Social Media project?  Strategy – How do you want relationships with your customers to change?  Technology – What applications should you build or buy?
  • Key Points from Groundswell Point 2: Social Technographic Profile - how your potential customer base uses Social Media. Creators – create content Critics – review and comment Collectors – Tag, RSS, Bookmark Joiners – Visit or join Social Networks Spectators – Read, watch and listen Inactives - non of the above
  • Key Points from Groundswell Point 3: Customer orientated objectives:  Listening – Understanding your customer  Talking – Spreading your message  Energizing – Word of mouth  Supporting – Get your customers to support each other  Embracing – Integrate your customer into your business
  • What Social Media Could do for your Company With your Colleagues:  Contributing & Involving – allowing people to collaborate more effectively  Liberating – accessing knowledge resources  Recruiting & Branding – joining your cause or brand All these objectives offer significant business value and a competitive advantage!
  • Still Confused? Photo credit http://www.flickr.com/photos/okinreport/
  • Problem Solving Social Media Strategy Its practical time – so lets start talking about your business context!
  • The Social Media Brainstorming Model Before implementing any form of Social Media project use this ’Brainstorming’ tool It sets thinking into three critical parts:  The Steps Questions – identifies the steps to implement a Social Media idea  The Support Questions – identifies the internal support and culture your company needs in order to Brainstorm any Social Media idea  Evaluation Questions – reviews your new perspective on the opportunity and helps you select the best options
  • The Brainstorming Model Your Social Your Company: Starting the Your Social Media Idea Brainstorming Conversation Media Project The Steps Questions The Idea Evaluation Opportunity Evaluation or Need Questions The Support Questions
  • The Steps Questions Questions that define the what, why and how of implementing your Social Media idea:  What is the outcome we want?  Why are we doing this?  How are we going to do this and who should be involved?  Why are we doing it this way?
  • The Steps Questions What – is the outcome you want? Why – are we doing this? STEPS How & Who – the practical steps? Why - are we doing it this way? The Idea or Opportunity Evaluation Need
  • Examples of Questions The following are some ideas of questions you could ask using ‘The Steps Questions’ headings
  • What? The Steps – What is the Outcome we THE STEPS Why? Want to Achieve? How? Why? Defines the outcome you want. What are we looking to achieve with this Social Media idea? Can we easily write it and communicate it as a short slogan? What business value will be added? What objectives are related to this goal e.g. Talking, Listening, etc? Are they simple and measurable so you know when you’ve got there? NB - Remember to return to this section later after as things can change once you have started the investigation.
  • What? The Steps – Why are we Doing This? THE STEPS Why? How? Why? Questions your Goal and your Objectives Are they suitable? Is this best we can achieve? Why are these objectives suitable? Why are we not doing this already? NB - Remember to return to this section later after as things can change once you have started the investigation.
  • What? The Steps – How are we going to do THE STEPS Why? this & Who is involved? How? Why? Identify and understand who is the customer. Who is this idea for? What is the social technical profile of your user/customer? Examines how they are using social media, i.e. is the target demographic people collectors, joiners, etc. What are the user/customer requirements i.e. Product requirements for social media idea for assessing customer requirements backed up by evidence.
  • What? The Steps – How are we going to do THE STEPS Why? this & Who is involved? How? Why? Identify and understand who is the implementer. Who should be involved in this idea? Who are our talent resources? Who feels passionately about this? Who is most likely to be affected or impacted? Do we have the right people?
  • What? The Steps – How are we going to do THE STEPS Why? this & Who is involved? How? Why? Investigates what you need to do. How do we implement this idea? What are the related processes/systems/technologies that are already working within our company? What areas are we lacking learning in? How do we choose the technology i.e. buy, build or Joint Venture? What new processes and systems training do we need? Can we set up a test or experiment to investigate, if so how?
  • What? The Steps – How are we going to do THE STEPS Why? this & Who is involved? How? Why? Defines the Conversation Architecture. How do we design the conversation? What design features do we include? Where and how do we include them? How do we make it positive user experience? How do we encourage collaboration? What are the incremental tests we can run to develop learning?
  • What? The Steps – How are we going to do THE STEPS Why? this & Who is involved? How? Why? Investigates the business case. How do we define the perceived value/impact of the idea? How should we measure performance? How should we identify and deal with potential risks? Technical? – i.e. Cost/complexity issues User/customer? – i.e. Negative commentary on products or services Employee? – i.e. Impact of improper communication Competitor? – i.e. Copying us better Market? – i.e. Wrong technology for the market Financial? – i.e. Cost vs benefit (intangible benefit such as branding)
  • What? The Steps – Why are we Doing it this THE STEPS Why? Way? How? Why? Justifies the choices. Have we examined the end user/customer experience? Is this the best way of doing things? Are we choosing the right people? Are we managing our risk? Is there a sustainable business case?
  • The Support Questions Questions that identify the agreements, ideas, culture you need to support your Social Media idea.  What is the outcome we want?  Why are we doing this?  How do we create the energy and commitment and who is going to do this?  Why are we doing it this way?
  • The Support Questions The Idea or Opportunity Evaluation Need What – is the outcome we want? SUPPORT Why – are we doing this? How & Who – creating the energy & commitment? Why – are we doing it this way?
  • Examples of Questions The following are some ideas of questions you could ask using ‘The Support Questions’ headings
  • What? THE SUPPORT Support – What is the Outcome you Why? Want? How? Why? Defines Social Media strategy. What do we do or potentially do that fits with Social Media? What fits with our culture and what would we like to achieve? Can we define this with a simple slogan? What Social Media seems most appropriate i.e. Blog, wiki, etc? What are the objectives for the strategy? Are they simple and measurable so you know when you’ve got there? NB - Remember to return to this section later after as things can change once you have started the investigation.
  • What? THE SUPPORT The Support – Why are we Doing Why? This? How? Why? Questions your Strategy towards Social Media. Is this best we can achieve? Is there be a perceived cost benefit awareness? Is Social Media relevant to all our customers/stakeholders? Is this relevant our industry or market? Why are we not doing this already? NB - Remember to return to this section later after as things can change once you have started the investigation.
  • What? The Support – How are we going to THE STEPS Why? create the energy and commitment? How? Why? Understand how your stakeholders are using Social Media technology. Who are the company stakeholders? Which stakeholders are using Social Media? How are they using Social Media technology to communicate? How could this be improved? Who are the champions? Who are our talent resources for Social Media? Do we have the right people? Do they have the capabilities and competencies?
  • What? The Support – How are we going to THE STEPS Why? create the energy and commitment? How? Why? Keeping an eye on the future. How should we scan for technology possibilities? How do we develop the right sensing process to keep uptodate? How do we improve communication about the latest Social Media ideas? What is the selection process? How should we scan for changes in customer or user behaviour?
  • What? The Support – How are we going to THE STEPS Why? create the energy and commitment? How? Why? Encourage Participation. How do we consistently design the conversation with our employees and managers? How do we encourage participation? Have we identified their real motivations and interests? Can they be aligned to particular forms of Social Media? Are there any gaps or challenges in achieving their interests? What are managements understanding and attitudes? Are they aware of Social Media and how do we get their support?
  • What? The Support – How are we going to THE STEPS Why? create the energy and commitment? How? Why? Align culture & values. How do we make Social Media relevant and interesting for our colleagues? Do we have the right level of management support? Are our people interested in Social Media? Which groups or departments are most interested? Which aspect of Social Media are engaging and if so why? How do we improve on this?
  • What? The Support – How are we going to THE STEPS Why? create the energy and commitment? How? Why? Manage your competencies and develop new capabilities How do we identify, acquire & develop relevant Social Media skills? What systems and procedure do we have for promoting new learning? Are we scared to fail? How do we encourage experimentation? How should we document and how should we spread learning?
  • What? The Support – How are we going to THE STEPS Why? create the energy and commitment? How? Why? Create benefit & cost awareness. Can we easily spot when we are succeeding/failing? How do we set-up flexible Social Media performance management systems that: • Keep up with the customer • Reward good performance • Monitor our communication and keep things on track • Communicate the value added (tangible, non tangible) How do we share these results?
  • What? THE STEPS Support – Why are we doing it this Why? way? How? Why? Justifies the choices you made during scoping the How and the Who Have we examined our people? Have we got our eye on the future? Have we empowered and involved the right people? What fits with our culture? Have we got a useful performance management and rewards system? Have we got the right learning structures in place to develop new skills?
  • Evaluating the Opportunity Steps Questions Examined The Idea or Evaluation Opportunity Examined Need Questions Support Questions Examined
  • The Evaluation Questions! 1. Is this Right or Wrong for us? 2. How best to implement? 3. What do we need to do? 3. What changes do we need to make?
  • Tips on Using the Model 1. Set up a steering group - try and identify the people that have an interest in the technology 2. Involve the young – they have the greatest idea of the latest technologies 3. Involve senior management – they have the greatest power to support an initiative 4. Keep Checking Back - You may need to work through the model several times with your colleagues as the discussions are likely to yield new and important information 5. Always Focus on the Why – always ask yourself why are we doing it this way, is this right for us, them, the conversation, etc?
  • Why?: the Mother of All Questions NB - Remember: things go wrong when you play with her kids without asking!
  • Still Confused?
  • Recap The Steps Social Media Goal Is this Suitable? User Profile User Requirements Orientate Methods Technology Testing Risk To identify To set direction needs
  • Recap The Support Dynamic Social Media Strategy To Question Direction Culture and User Management Employee Skills Communication Scanning Values To align and To involve encourage people
  • Recommendations for Implementing Social Media Use the Brainstorming model for scoping  Start small and iterate (learn through small failures)  Think through consequeces  Find a champion and get senior management support  Always look to build in some form of performance  measurment system Take care while selecting partners 
  • Avoid the Deadly Sins of Social Marketing When communicating online with your customers: Don’t be a spammer   Don’t be a stranger  Don’t be noise  Don’t be lazy  Don’t be fake  Don’t be selfish
  • Only Fools Rush In AVOID the temptation.
  • Engagement & Trust If you want buy-in for your idea you need engagement with your customers and your colleagues. Engagement comes from trust you build through creating a sustained conversation. That means examine the Steps and Support questions as a group. Technology is the enabler – but the conversation is the essential human element.