Stanford Breakfast: Creating Winning Social Media Strategies

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+ Judy Nelson 2 months ago
Thank you for a thoughtful overview for nonprofits, many of whom have waden in but still aren’t sure why.

Engaging a community has typically meant creating and polishing a message that will result in an action. And you push, nay, SHOUT it out. And if they didn’t hear it and act on it the first time, you shout it again, with greater frequency and greater reach. Worst of all, you can’t see the people behind these messages. It’s been so crafted and controlled, that the people are beaten out of them. Worse, when they are shouting they can’t listen. Here’s an example.

He’s a musician, Canadian from Halifax, and generally, a pretty reasonable and nice guy. After a year, he was fed up. So what does a rational musician do? Write a song about it. And make a video of it.

http://www.youtube.com/watch?v=5YGc4zOqozoMusician Dave Carroll from Halifax had his guitars damaged on a flight from Halifax to Chicago.United lost control of this situation.

When you think of social technologies, you often think about these buzzwords. But that’s not what is important. What is important is relationships and the connections that are made with them. But there’s an upside, if you know how to tap into the power of the Groundswell. Here’s the secret. It’s about the relationships

The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?To help you think about this, I have a simple idea.

Question: get at the central questions that drive your members and communities. Pay attention not only to what they blog about, but what they react to, and what that tells you about their priorities. It’s not enough to just listen. How will you create a learning organization?

Source: Screenshot taken from demonstration

Comcast is a cable provider in the US, and they have a reputation for poor service. They use Twitter to talk with people who are having problems. I used this site and Frank took great care of me. He is changing the face of Comcast, one tweet at a time.

Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.

http://flickr.com/photos/kantor/2279534438/

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Stanford Breakfast: Creating Winning Social Media Strategies - Presentation Transcript

Creating Winning Social Media Strategies
Charlene Li
Altimeter Group
September 9, 2009
For a copy of slides, send an email to info@altimetergroup.com
What engagement often looks like today
2
Meet Dave Carroll
Source: davecarrollmusic.com
Welcome to the Groundswell
5
When people get what they need from each other
A power shift, catalyzed by social technologies
Technologies can be confusing
Source: Wordle.net
It’s about the relationship
Focus on relationships, not technologies
What kind of relationship do you want?
Transactional
Occasional
Impersonal
Short-term
Passionate
Constant
Intimate
Loyal
Goals define your strategy
Always start with Learn
Learn with monitoring tools
Radian6 enables learning organizations
How Oracle encouraged feedback
13
Dialog with your community
The Engagement Pyramid
HP actively encourages sharing
At Southwest, a planner talks
Post received 98 comments over 10 days
In the future, everyone is a marketer
Driving sales with Twitter
Help your members support each other
Comcast provides support via Twitter
Goals define your strategy
Starbucks innovates across the organization
Getting started
What’s stopping you?
“We don’t have the time, money, or people.”
“People will abuse it.”
“Our boards/volunteers are short-term focused.”
“IT/Legal won’t let us.”
“I’m afraid of losing control.”
#1 Start small, start now
Audience
Goal
Revolutionary
Deal with different mindsets
Find the “moments of truth” and “moments of crisis” for each mindset
Wal-mart failed many, many times before they figured it out
#2 Measure the right things
Your goals determine your metrics
Use the same metrics as your strategic goals
Example “micro” metrics
Higher order metrics to consider
Net Promoter Score
How likely are you to recommend this to someone you know?
Lifetime Value
Lifetime revenue
Cost of acquisition
Cost of retention
Customer referral value (CRV)
#3 Give up the need to be in control
Photo: Kantor, http://www.flickr.com/photos/kantor
Deciding how open to be
31
How to give up control and be in command
The Sandbox Covenant
The Red Cross handbook/policies help keep order
http://sites.google.com/site/wharman/social-media-strategy-handbook
Summary
Focus on the relationships, not the technologies
Start by learning from the conversations
Prepare to let go …
… of the control you never had