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.

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Five Ws of Social Media for Building Owners and Managers

  1. 1. The Five Ws ofCorporate Social Media June, 2011 by Doug Lacombe, MBA
  2. 2. Agenda•  The Five Ws of social media –  Who –  What –  Where –  When –  Why•  And how …•  Q&A
  3. 3. Social Media Revolution http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
  4. 4. Is anybody out there?WHO?
  5. 5. American public
  6. 6. Trends – Fortune 100http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/Posts/Post.aspx?ID=254
  7. 7. Trends – Fortune 100http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/Posts/Post.aspx?ID=254
  8. 8. Trends – Investor Relationshttp://www.brunswickgroup.com/Libraries/Reports/Digital_Media_2010_FINAL.sflb.ashx
  9. 9. Trends – Business Journalistshttp://www.brunswickgroup.com/Libraries/Reports/Social_Media_-_among_busmedia_web_version_zls.sflb.ashx
  10. 10. Types of social mediaWHAT?
  11. 11. The “Big 6”Storage Conversation
  12. 12. Relationship to other mediaWHERE?
  13. 13. Trends
  14. 14. Media TypesPaid  media   Earned  media   Owned  media  
  15. 15. 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  
  16. 16. Is the timing right?WHEN?
  17. 17. 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
  18. 18. Can’t we sit this out?WHY?
  19. 19. 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
  20. 20. 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”
  21. 21. Where do we start?HOW?
  22. 22. Safety first before you engage …PRE-FLIGHT CHECKLIST
  23. 23. Pre-flight B.U.M.P.•  Brand•  Understand•  Monitor•  Policy
  24. 24. Organize your crewSTAFF
  25. 25. Flight crewhttp://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/
  26. 26. Plan your flightSTRATEGY
  27. 27. Strategy
  28. 28. Strategic framework
  29. 29. Hub & Spokehttp://www.n5r.com/blog/bid/52188/Blog-vs-Facebook-Which-Should-Be-Your-Social-Media-Hub
  30. 30. Use your instrumentsMEASURE
  31. 31. 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
  32. 32. Questions? Doug Lacombedoug@communicatto.com

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