Social Media Road Map Slide Deck


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A social media road map presentation to a accompany speech and text. Speech is approximated at

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Social Media Road Map Slide Deck

  1. 1. Social Media Roadmap
  2. 2. A conceptual strategy for personal or professional marketing through social media. Social Media Roadmap
  3. 3. <ul><li>Social media can take many different forms, including Internet forums, message boards, weblogs, wikis, podcasts, pictures and video. </li></ul><ul><li>Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. </li></ul>Definition source: What is Social Media?
  4. 4. <ul><li>≈ 90% of B2B decision makers </li></ul><ul><li>≈ 80% of internet users ages 18 to 26 </li></ul><ul><li>≈ 50% of internet users ages 27 to 50 </li></ul><ul><li>≈ 30% of small business owners </li></ul>Statistics courtesy of Warrilow & Co., KnowledgeStorm, and Forrester Research Who is Participating (U.S.A.)
  5. 5. Social Media Process
  6. 6. Evaluate the Landscape <ul><li>Identify relevant topics </li></ul><ul><li>Identify influential users </li></ul><ul><li>Identify influential channels </li></ul><ul><li>Set expectations </li></ul><ul><li>Predict challenges </li></ul>
  7. 7. Develop a Strategy <ul><li>Engage </li></ul><ul><ul><li>Increase brand loyalty </li></ul></ul><ul><ul><li>WOM & viral marketing </li></ul></ul><ul><li>Communicate </li></ul><ul><ul><li>Voice of the customer </li></ul></ul><ul><ul><li>Pulse of stakeholders (employees, investors, customers) </li></ul></ul><ul><li>Expose </li></ul><ul><ul><li>Add visibility and transparency to your brand </li></ul></ul><ul><ul><li>Give your brand presence and personality </li></ul></ul><ul><li>Collaborate </li></ul><ul><ul><li>Product development </li></ul></ul><ul><ul><li>Creative direction </li></ul></ul>Set Specific Goals
  8. 8. Develop a Strategy <ul><li>Fear </li></ul><ul><ul><li>Lack of control </li></ul></ul><ul><ul><li>Fear of criticism </li></ul></ul><ul><ul><li>Fear over privacy concerns </li></ul></ul><ul><li>Resource scarcity </li></ul><ul><ul><li>Subject matter experts have primary business goals </li></ul></ul><ul><ul><li>There is a required minimum investment to succeed </li></ul></ul><ul><li>Now develop guidelines to help control the risks & challenges. </li></ul>Identify Challenges
  9. 9. Develop a Strategy <ul><li>Positive / negative coverage </li></ul><ul><li>RSS subscriptions </li></ul><ul><li>Bookmarks </li></ul><ul><li>Presence on other sites </li></ul><ul><li>digg Facebook </li></ul><ul><li>Technorati </li></ul><ul><li>Message amplification </li></ul><ul><li>Mention on other blogs </li></ul><ul><li>Referrals Wiki entries </li></ul><ul><li>Visitors </li></ul>Establish Metrics
  10. 10. Build a Relevant Presence <ul><li>Share expertise </li></ul><ul><li>Invite other professionals in your organization to </li></ul><ul><li>share in content creation. Make them marketers. </li></ul><ul><li>Participate </li></ul><ul><li>Establish profiles </li></ul><ul><li>Comment, comment, comment </li></ul><ul><li>Share well with others </li></ul><ul><li>Reach out </li></ul><ul><li>Build relationships with influential users. </li></ul>
  11. 12. There are many options. Start small. Choose your targets.
  12. 13. Develop the Community <ul><li>Decide on your mix </li></ul><ul><li>Build your own platforms </li></ul><ul><li>Public / Private Online Communities </li></ul><ul><li>Blogs Vlogs </li></ul><ul><li>Forums Podcasts </li></ul><ul><li>Networking groups (on existing platforms) </li></ul>
  13. 14. Draw in Participants <ul><li>Leverage influential stakeholders </li></ul><ul><li>Use existing infrastructure </li></ul><ul><li>Website Email Signatures </li></ul><ul><li>Newsletter Business Cards </li></ul><ul><li>Tradeshows Brick & Mortar Presence </li></ul><ul><li>Integrate </li></ul><ul><li>Social Media Newsroom </li></ul><ul><li>Social Media Relations with Media Relations </li></ul>
  14. 15. Use Your Influence <ul><li>Leverage </li></ul><ul><li>You now have stakeholders who are easy to communicate with. Ask them questions. </li></ul><ul><li>Monitor & moderate </li></ul><ul><li>Harvest the ideas and feedback available </li></ul><ul><li>Know what is going on in your community </li></ul><ul><li>Maintain momentum </li></ul><ul><li>Don’t treat your social media presence as an advertising opportunity. </li></ul><ul><li>Keep feeding relevant content if you have chosen platforms such as blogging. Provide a transition if you plan to change venues. </li></ul>
  15. 16. Repeat <ul><li>Adapt </li></ul><ul><li>Things may change along the way. </li></ul><ul><li>Evolve </li></ul><ul><li>Follow the community. It will continue to change. </li></ul><ul><li>Your work is never done </li></ul><ul><li>Tactical roadmaps have a short lifespan. </li></ul><ul><li>Update constantly. </li></ul>
  16. 17. <ul><li>Developed and written by </li></ul><ul><li>Ben Little </li></ul><ul><li> </li></ul><ul><li>with the help of bloggers everywhere. </li></ul><ul><li>Public domain map image from first slide courtesy of the US Library of Congress </li></ul><ul><li>Collection of Web 2.0 logos on slide 11 were collected at </li></ul>
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