PRSA: "Social Media - Strategies instead of Tools"

social media strategy instead of with tools Kevin Lim cyberculturalist PRSA 5th Aug 2009

If you are on twitter share your thoughts #PRSAtalk

the bad news.

good the bad news.

BW Online. July 19, 2004. “The Vanishing Mass Market”

http://www.creators.com/comics/speed-bump/28803.html

http://manuforti.wordpress.com/2009/03/08/newspaper-death-watch/

GDP vs. Ad Spending Source: Veronis Suhler Stevenson; Boston Consulting Group analysis (July 2009)

5, 2 009) ecka rt (July 1 Steven L edia Diet” by ur M “Ba lance Yo

“Reputation Statement of Account" by Jason Tester (2004)

We live in a world where the gatekeepers are losing control. Gary Vaynerchuk winelibrary.tv

Spin may work in traditional media, but the Internet has a built in B.S. detector. Chris Pirillo tech celebrity

People relate to people not companies. Tony Hsieh Zappos CEO

When reality is labeled unthinkable, it creates a sickness in an industry... Clay Shirky technologist

Leadership becomes faith based. Clay Shirky technologist

thinking the unthinkable

this is an opportunity to start over.

But we often begin like this...

Should I be using Youtube Twitter or Facebook...

we turn to the tools

See newer version by Brian Solis & JESS3 at theconversationprism.com

Rossiter, J. R., & Danaher, P. J. (1998). Advanced media planning. Boston: Kluwer Academic.

instead of taking a leap of faith

we need to think strategy instead of tools

Groundswell: Winning in a World Transformed by Social Technologies (2008)

Social Technographics Ladder from Groundswell, Forrester Research, 2008

Recruit others to donate ADVOCATE Create a group Host an event Post pictures/videos SOCIAL Write a blog post Join a group Create a profile PERSONAL Post a comment Make a donation Sign up for e-mail/SMS Friend on social networks “Barack Obama’s Social Media Toolkit” by Monte Lutz (Feb 2009) http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit

Amy Jo Kim’s Community Building on the Web (Peachpit, 2000)

Groundswell: Winning in a World Transformed by Social Technologies (2008)

USA Today, July 24, 2009

Mike Arauz’s Spectrum of Online Friendship (April 2009) http://www.slideshare.net/mikearauz/spectrum-of-online-friendship

Designing for the Social Web: The Usage Lifecycle http://bokardo.com/archives/designing-for-the-social-web-the-book/

so what’s a good strategy

campaigns so similar so different

three words transparency novelty risky

The good news is there is freedom of speech and the bad news is there is freedom of speech Robert Passikoff Brand Keys President “Skittles Pulls Twitter Campaign” by Laurie Sullivan, March 4, 2009

three words competitive controlled exclusive

long term brand strategy

customer support

tactical strategies fortwitter

brand awareness

“Squarespace: Give an iPhone, Get Awareness” http://www.thehumanisticstrategist.com/articles/2009/6/12/squarespace-give-an-iphone-get-awareness.html

rewarding fans

new sales channel

integrating social media

social media is 24/7

humans can’t scale

Kathy Sierra, Is Twitter TOO good? (16 March, 2007) http://headrush.typepad.com/creating_passionate_users/2007/03/is_twitter_too_.html

Cathy, 4th August 2009

Despair Inc's Social Media Venn Diagram

search.twitter.com

tweetgrid.com

tweetdeck desktop app

reader.google.com

information overload has always existed

true problem filter failure Clay Shirky technologist

filtering tools I use

multiple accounts multiple users keyword monitoring on duty notifications tweet assignments conversation threading rich profiles click tracking tweet scheduling multi account posting message archive cotweet.com

Buzz Trending Sentiment Detection Influence Scoring Market Segmentation Site Ranking Media Segmentation JamiQ

demo

Questions

How often should we communicate with our supporters through Twitter and Facebook?

Who in my small shop should manage our social networking accounts? Volunteer?

What should my organization's Facebook fan page really look like?

Do you see social web being over-populated with cause related marketing?

Will I "turn off" traditional donors with all this hype about social media?

How do I overcome a bad remark about our organization through the social web?

Jeffery Gitomer’s Little Black Book of Connections (2006)

Thank You Let’s chat... @brainopera theory.isthereason.com

PRSA: "Social Media - Strategies instead of Tools"

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