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Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
Integrated Social media strategy
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Integrated Social media strategy

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Social media is the buzzword of the day, but do you know what it means to your business? And do you know how to integrate it with your other online activities? This presentation provides and …

Social media is the buzzword of the day, but do you know what it means to your business? And do you know how to integrate it with your other online activities? This presentation provides and integrated strategy framework, along with a clear approach to developing an effective social media strategy.

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  • 1. Social Media and your business Ryan McCormack :: May 2010 http://bitstrategist.com 1
  • 2. Outline •  Marketing is evolving •  Businesses need an integrated strategy •  Social media is a critical step •  Summary Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 3. Marketing is evolving Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 4. In the beginning… Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 5. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 6. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 7. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 8. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 9. And then it got noisier… Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 10. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 11. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 12. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 13. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 14. Trust us… Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 15. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 16. …and then came the Internet Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 17. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 18. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 19. …and things got social Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 20. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 21. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 22. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 23. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 24. Ryan McCormack :: July 2010 :: http://bitstrategist.com
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  • 26. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 27. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 28. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 29. Businesses can evolve by pursuing an integrated strategy Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 30. Product Strategy Your products or services, competition Brand & Content Strategy Social Strategy Who you are and How you listen to how you communicate and engage with about yourself your customers Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 31. Integrated Strategy and Design Product Strategy Your products or Experience services, competition Design Brand & Content Strategy Social Strategy Who you are and How you listen to how you communicate and engage with about yourself your customers Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 32. The new kid on the block: Social strategy Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 33. Social media is not a fad. There is real impact and ROI. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 34. Twitter explodes across the globe •  106,000,000 registered users •  300,000 new users / day •  600,000,000 searches / day •  100,000+ applications •  3 billion API requests / day Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 35. Facebook becomes a juggernaut Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 36. Crowds help companies build better widgets • 12,000+ ideas generated • 325+ ideas implemented • 660,000+ votes for ideas • 1 year = 70,000 ideas • 60 products launched • 100,000+ comments Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 37. Social media drives revenue Dell: > $7MM in direct revenue from Twitter Online reviews drive 15,000 additional product sales in first year Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 38. Social campaigns drive engagement Users visit different blogs Plant a seed for a “blog hunt” Prizes and rewards for Clues are revealed… winners, traffic for bloggers • 2.5MM views on blogs • HUGE rise in Alexa ranking And people find their way “home” Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 39. Social media drives leads Lead generation nearly DOUBLES for SMB Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 40. It’s moving beyond competitive advantage 80% of companies surveyed will use blogs, Twitter, customer reviews and Facebook by the end of 2010 Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 41. The promised land has a few mines Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 42. Social media is an evolved ecosystem Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 43. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 44. I know…I’ll just sign up for Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 45. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 46. The digital ecosystem Multiple destinations and Social Shared information Photos news Blogs Video Location Discussion Your forums Web Social site networks Microblogs Social Your Collaborative Brand is bookmarking distributed production Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 47. Social media is a critical step Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 48. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 49. A four-step program Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 50. 1.  Goals: Set your goals 2.  Strategy: Devise a plan 3.  Execution: Make it operational 4.  Evolution: Measure, refine, repeat. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 51. “If you don’t know where you’re going, you’ll probably end up somewhere else.” – Les Brown Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 52. Step 1: Set your goals Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 53. Goals come in a few flavors Awareness Money Ideas Reputation Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 54. Don’t confuse goals for strategy Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 55. “All men can see the tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.” – Sun Tzu, The Art of War Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 56. Step 2: Devise a strategy Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 57. A social media strategy framework No relationship •  Listen •  Talk Increasing level of engagement and trust •  Engage •  Embrace Deeper relationship See also: Groundswell (Li & Bernoff, 2009) Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 58. Listen: What are people saying about you Twitter search Facebook wall posts Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 59. Talk: Communicate with people Response in comments from company Blog article Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 60. Engage: Forge deeper connections An angry customer tweets Head of North American customer support listens… …and engages Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 61. Embrace: Let your customers change you Starbucks Customers engage builds a community platform Starbucks listens and takes action Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 62. “Strategy without tactics is the slowest route to victory.” – Sun Tzu Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 63. Step 3: Make it operational Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 64. Scotty, I need a viral video in 3 minutes or we’re all dead! I can’t do it, Captain! The social media engineering team is offline!! Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 65. Build your social media team Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 66. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 67. How deep is this pool, anyway? Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 68. Don’t forget to keep winding. Social media initiatives Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 69. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” – Charles Darwin Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 70. Step 4: Evolution Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 71. Measure. Refine. Repeat. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 72. The laws of business physics still apply Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 73. Choose metrics carefully •  Web site traffic •  Brand awareness •  Engagement with prospects •  Engagement with customers •  Brand reputation •  Prospect lead quality •  Revenue •  Prospect lead volume •  Useful product feedback Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 74. How to assess impact Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 75. Summary Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 76. Integrated Strategy and Design Product Strategy Your products or Experience services, competition Design Brand & Content Strategy Social Strategy Who you are and How you listen to how you communicate and engage with about yourself your customers Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 77. Social media in four steps 1.  Goals: Set your goals 2.  Strategy: Devise a plan 3.  Execution: Make it operational 4.  Evolution: Measure, refine, repeat. Ryan McCormack :: July 2010 :: http://bitstrategist.com
  • 78. So what’s next for you? Ryan McCormack :: July 2010 :: http://bitstrategist.com

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