Social Media Roadmap

A conceptual strategy for personal or professional marketing through social media. Social Media Roadmap

Social media can take many different forms, including Internet forums, message boards, weblogs, wikis, podcasts, pictures and video. Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. Definition source: www.wikipedia.com What is Social Media?

Social media can take many different forms, including Internet forums, message boards, weblogs, wikis, podcasts, pictures and video.

Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few.

≈ 90% of B2B decision makers ≈ 80% of internet users ages 18 to 26 ≈ 50% of internet users ages 27 to 50 ≈ 30% of small business owners Statistics courtesy of Warrilow & Co., KnowledgeStorm, and Forrester Research Who is Participating (U.S.A.)

≈ 90% of B2B decision makers

≈ 80% of internet users ages 18 to 26

≈ 50% of internet users ages 27 to 50

≈ 30% of small business owners

Social Media Process

Evaluate the Landscape Identify relevant topics Identify influential users Identify influential channels Set expectations Predict challenges

Identify relevant topics

Identify influential users

Identify influential channels

Set expectations

Predict challenges

Develop a Strategy Engage Increase brand loyalty WOM & viral marketing Communicate Voice of the customer Pulse of stakeholders (employees, investors, customers) Expose Add visibility and transparency to your brand Give your brand presence and personality Collaborate Product development Creative direction Set Specific Goals

Engage

Increase brand loyalty

WOM & viral marketing

Communicate

Voice of the customer

Pulse of stakeholders (employees, investors, customers)

Expose

Add visibility and transparency to your brand

Give your brand presence and personality

Collaborate

Product development

Creative direction

Develop a Strategy Fear Lack of control Fear of criticism Fear over privacy concerns Resource scarcity Subject matter experts have primary business goals There is a required minimum investment to succeed Now develop guidelines to help control the risks & challenges. Identify Challenges

Fear

Lack of control

Fear of criticism

Fear over privacy concerns

Resource scarcity

Subject matter experts have primary business goals

There is a required minimum investment to succeed

Now develop guidelines to help control the risks & challenges.

Develop a Strategy Positive / negative coverage RSS subscriptions Bookmarks Presence on other sites digg Facebook Technorati del.icio.us Message amplification Mention on other blogs Referrals Wiki entries Visitors Establish Metrics

Positive / negative coverage

RSS subscriptions

Bookmarks

Presence on other sites

digg Facebook

Technorati del.icio.us

Message amplification

Mention on other blogs

Referrals Wiki entries

Visitors

Build a Relevant Presence Share expertise Invite other professionals in your organization to share in content creation. Make them marketers. Participate Establish profiles Comment, comment, comment Share well with others Reach out Build relationships with influential users.

Share expertise

Invite other professionals in your organization to

share in content creation. Make them marketers.

Participate

Establish profiles

Comment, comment, comment

Share well with others

Reach out

Build relationships with influential users.

There are many options. Start small. Choose your targets.

Develop the Community Decide on your mix Build your own platforms Public / Private Online Communities Blogs Vlogs Forums Podcasts Networking groups (on existing platforms)

Decide on your mix

Build your own platforms

Public / Private Online Communities

Blogs Vlogs

Forums Podcasts

Networking groups (on existing platforms)

Draw in Participants Leverage influential stakeholders Use existing infrastructure Website Email Signatures Newsletter Business Cards Tradeshows Brick & Mortar Presence Integrate Social Media Newsroom Social Media Relations with Media Relations

Leverage influential stakeholders

Use existing infrastructure

Website Email Signatures

Newsletter Business Cards

Tradeshows Brick & Mortar Presence

Integrate

Social Media Newsroom

Social Media Relations with Media Relations

Use Your Influence Leverage You now have stakeholders who are easy to communicate with. Ask them questions. Monitor & moderate Harvest the ideas and feedback available Know what is going on in your community Maintain momentum Don’t treat your social media presence as an advertising opportunity. Keep feeding relevant content if you have chosen platforms such as blogging. Provide a transition if you plan to change venues.

Leverage

You now have stakeholders who are easy to communicate with. Ask them questions.

Monitor & moderate

Harvest the ideas and feedback available

Know what is going on in your community

Maintain momentum

Don’t treat your social media presence as an advertising opportunity.

Keep feeding relevant content if you have chosen platforms such as blogging. Provide a transition if you plan to change venues.

Repeat Adapt Things may change along the way. Evolve Follow the community. It will continue to change. Your work is never done Tactical roadmaps have a short lifespan. Update constantly.

Adapt

Things may change along the way.

Evolve

Follow the community. It will continue to change.

Your work is never done

Tactical roadmaps have a short lifespan.

Update constantly.

Developed and written by Ben Little benlittle.vox.com with the help of bloggers everywhere. Public domain map image from first slide courtesy of the US Library of Congress Collection of Web 2.0 logos on slide 11 were collected at http://www.go2web20.net/

Developed and written by

Ben Little

benlittle.vox.com

with the help of bloggers everywhere.

Public domain map image from first slide courtesy of the US Library of Congress

Collection of Web 2.0 logos on slide 11 were collected at http://www.go2web20.net/