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Five Ws of Social Media for Building Owners and Managers
 

Five Ws of Social Media for Building Owners and Managers

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Social media strategy presentation delivered to the Calgary Building Owners and Managers Association (BOMA) in at a June 2011 luncheon at the Palliser hotel in Calgary AB Canada.

Social media strategy presentation delivered to the Calgary Building Owners and Managers Association (BOMA) in at a June 2011 luncheon at the Palliser hotel in Calgary AB Canada.

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    Five Ws of Social Media for Building Owners and Managers Five Ws of Social Media for Building Owners and Managers Presentation Transcript

    • The Five Ws ofCorporate Social Media June, 2011 by Doug Lacombe, MBA
    • Agenda•  The Five Ws of social media –  Who –  What –  Where –  When –  Why•  And how …•  Q&A
    • Social Media Revolution http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
    • Is anybody out there?WHO?
    • American public
    • Trends – Fortune 100http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/Posts/Post.aspx?ID=254
    • Trends – Fortune 100http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/Posts/Post.aspx?ID=254
    • Trends – Investor Relationshttp://www.brunswickgroup.com/Libraries/Reports/Digital_Media_2010_FINAL.sflb.ashx
    • Trends – Business Journalistshttp://www.brunswickgroup.com/Libraries/Reports/Social_Media_-_among_busmedia_web_version_zls.sflb.ashx
    • Types of social mediaWHAT?
    • The “Big 6”Storage Conversation
    • Relationship to other mediaWHERE?
    • Trends
    • Media TypesPaid  media   Earned  media   Owned  media  
    • Social Media Adoption Curve • collabora&on   • rela&onships   • par&cipa&on   • broadcast   • take  value  →  add  value   • observa&on   • educa&on   • 1-­‐way  →  2-­‐way   • social  media  experience  • November  2008  
    • Is the timing right?WHEN?
    • Now!•  Low risk in early pilot projects•  Secure brand before gold rush over•  Lurking = market research•  Make mistakes while audience relatively unsophisticated•  Take part in shaping public opinion•  Access to labour, capital•  Must do pre-flight checklist if nothing else
    • Can’t we sit this out?WHY?
    • Why?•  Sales – sample the product•  Service – help desk/support mechanism•  Social – create a community for your building, charity drives, bake sales, Stampede, announcements•  Society – Corporate Social Responsibility, LEED•  Staff – recruiters access the passive candidates
    • Common objections•  “Our audience isn’t on social media”•  “We don’t sell to consumers”•  “People will say mean things”•  “We don’t have time/resources to deal with social media”•  “IT won’t let us”
    • Where do we start?HOW?
    • Safety first before you engage …PRE-FLIGHT CHECKLIST
    • Pre-flight B.U.M.P.•  Brand•  Understand•  Monitor•  Policy
    • Organize your crewSTAFF
    • Flight crewhttp://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/
    • Plan your flightSTRATEGY
    • Strategy
    • Strategic framework
    • Hub & Spokehttp://www.n5r.com/blog/bid/52188/Blog-vs-Facebook-Which-Should-Be-Your-Social-Media-Hub
    • Use your instrumentsMEASURE
    • Takeoff•  Pre-flight checklist: –  Secure your brand –  Understand and train your staff –  Buy a monitoring service –  Develop a policy•  Develop your POST framework: –  People & stakeholders –  Objectives, KPIs, & Measurement –  Strategy –  Technology & Workflow•  Editorial calendar & assignments•  Measure, assess, refine
    • Questions? Doug Lacombedoug@communicatto.com