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



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

    • Michigan is going digital. Are you keeping up? Social media strategy development session – May 6, 2009
    • Perhaps you’ve heard about this whole social media thing…
    • So, what’s the big deal?
    • Social media has changed the way people converse, connect and share using the Web.
    • Many local companies are integrating social media into their operations.
    • Some are big.
    • Some are small.
    • They are all moving quickly to meet their customers in the digital space.
    • 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.
    • Digital communities are now part of our daily lives...
    • … and not just for Gen Y and millennials.
      • 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
    • Still not convinced?
      • 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
    • New adopters often face obstacles.
      • Fear of negative feedback.
      • Broadcast instead of converse.
      • Advertise before providing value.
      • The silo effect .
      • Shiny object syndrome.
      • Lack of overall strategy.
    • Social media is one big cocktail party.
    • If you want to get involved...
    • … you just need to learn how to avoid sticking your head in the punchbowl.
    • Focus on strategy.
    • Listen to what your customers are saying online and locate where their conversations are taking place. People
    • Identify customer activity level and determine how best to move forward.
    • Objectives
      • What is the goal?
      • Awareness?
      • Engagement?
      • Collaboration?
      • Energize?
    • Select metrics that fit the objective and measure success regularly.
      • Attention – Traffic.
      • Participation – Comments, posts.
      • Authority – Inbound links.
      • Influence – Subscribers, followers.
      Starting frameworks for measurement Peter Kim – www.beingpeterkim.com
    • Strategy
    • Which tools and communities best fit your audience, objective and strategy? Technology
    • 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)
    • Think like a publisher...
    • The new home page.
    • Google loves social media.
    • The CEO isn’t always the best person for the job.
      • You can avoid being “pushy” without abandoning your sales process.
    • “ Be there before the sale...”
      • Focus on relationship building.
      • Social media karma.
      • Start small.
      • Strive for integration.
    • Takeaways - Blogs www.chrisbrogan.com www.toprankblog.com www.pr-squared.com
    • Takeaways - Books Author: DAVID MEERMAN SCOTT
    • Takeaways - Books Authors: CHARLENE LI, JOSH BERNOFF
    • Questions?
      • 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/
    • Thank You
      • Brandon Chesnutt
      • [email_address]
      • www.brandonchesnutt.com
      • www.twitter.com/bchesnutt
      • www.slideshare.com/brandonchesnutt
      www.identitypr.com www.identitypr.com/blog