Michigan is Going Digital - Social Media Strategy Presentation for Walsh College

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This was the presentation I gave at the 3rd Annual Walsh College Small Business Conference.

This was the presentation I gave at the 3rd Annual Walsh College Small Business Conference.

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Transcript

  • 1. Michigan is going digital. Are you keeping up? Social media strategy development session – May 6, 2009
  • 2. Perhaps you’ve heard about this whole social media thing…
  • 3. So, what’s the big deal?
  • 4. Social media has changed the way people converse, connect and share using the Web.
  • 5. Many local companies are integrating social media into their operations.
  • 6. Some are big.
  • 7. Some are small.
  • 8. They are all moving quickly to meet their customers in the digital space.
  • 9. Universal McCann – Power to the People – Social Media Tracker Wave 3 * 83% of Internet users watch video clips. * 57% of Internet users manage a profile on an existing social network.
  • 10. Digital communities are now part of our daily lives...
  • 11. … and not just for Gen Y and millennials.
  • 12.
    • Baby Boomers are embracing popular consumer technology applications nearly 20 times faster than younger generation.
    • Facebook’s fastest-growing demographic is over the age of 35.
    Consumer Electronics Usage Survey – Accenture Facebook Statistics
  • 13. Still not convinced?
  • 14.
    • 93% of social media users think brands should have a social media presence.
    • 56% of social media users feel both a stronger connection with and better served by companies when they can interact with them in a social media environment.
    The 2008 Cone Business in Social Media Study
  • 15. New adopters often face obstacles.
  • 16.
    • Fear of negative feedback.
    • Broadcast instead of converse.
    • Advertise before providing value.
    • The silo effect .
    • Shiny object syndrome.
    • Lack of overall strategy.
  • 17. Social media is one big cocktail party.
  • 18. If you want to get involved...
  • 19. … you just need to learn how to avoid sticking your head in the punchbowl.
  • 20. Focus on strategy.
  • 21.  
  • 22. Listen to what your customers are saying online and locate where their conversations are taking place. People
  • 23. Identify customer activity level and determine how best to move forward.
  • 24. Objectives
    • What is the goal?
    • Awareness?
    • Engagement?
    • Collaboration?
    • Energize?
  • 25. Select metrics that fit the objective and measure success regularly.
  • 26.
    • Attention – Traffic.
    • Participation – Comments, posts.
    • Authority – Inbound links.
    • Influence – Subscribers, followers.
    Starting frameworks for measurement Peter Kim – www.beingpeterkim.com
  • 27. Strategy
  • 28. Which tools and communities best fit your audience, objective and strategy? Technology
  • 29. Create an engagement schedule.
    • How often will you update content?
    • Subject/topic calendar
    • Set a time commitment per week
    • Engagement ratio
      • (e.g., 4:1 comments on other blogs to blog posts)
  • 30. Think like a publisher...
  • 31. The new home page.
  • 32. Google loves social media.
  • 33. The CEO isn’t always the best person for the job.
  • 34.
    • You can avoid being “pushy” without abandoning your sales process.
  • 35. “ Be there before the sale...”
  • 36.
    • Focus on relationship building.
    • Social media karma.
    • Start small.
    • Strive for integration.
  • 37. Takeaways - Blogs www.chrisbrogan.com www.toprankblog.com www.pr-squared.com
  • 38. Takeaways - Books Author: DAVID MEERMAN SCOTT
  • 39. Takeaways - Books Authors: CHARLENE LI, JOSH BERNOFF
  • 40. Questions?
  • 41.
    • Creative Commons Flickr Photo Credits:
    • http://www.flickr.com/photos/djtansey/305395025/
    • http://www.flickr.com/photos/viernest/3380560365/
    • http://www.flickr.com/photos/faeryboots/2644028366/
    • http://www.flickr.com/photos/comedynose/3382143305/
    • http://www.flickr.com/photos/foxypar4/1004464889/
    • http://www.flickr.com/photos/giumaiolini/1407166020/
    • http://www.flickr.com/photos/cesarastudillo/359770309/
    • http://www.flickr.com/photos/jaqian/162277273/
    • http://www.flickr.com/photos/wwworks/2473054502/
    • http://www.flickr.com/photos/orvalrochefort/2656779866/
    • http://www.flickr.com/photos/minidriver/2877819868/
    • http://www.flickr.com/photos/amylovesyah/2428108386/
    • http://www.flickr.com/photos/redvers/532076662/
    • http://www.flickr.com/photos/booleansplit/2376359338/
    • http://www.flickr.com/photos/cosmickitty/26455651/
    • http://www.flickr.com/photos/thedanafiles/2695315252/
    • http://www.flickr.com/photos/kjunstorm/2222367956/
  • 42. Thank You
    • Brandon Chesnutt
    • [email_address]
    • www.brandonchesnutt.com
    • www.twitter.com/bchesnutt
    • www.slideshare.com/brandonchesnutt
    www.identitypr.com www.identitypr.com/blog