The Five Ws of Corporate Social Media

729 views
675 views

Published on

The who, what, where, when, why and how of planning social media for corporations. Presentation delivered by Doug Lacombe, president of social media agency communicatto in April 2011.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
729
On SlideShare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The Five Ws of Corporate Social Media

  1. 1. The Five Ws ofCorporate Social Media April, 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. Content versus engagementStorage Conversation
  12. 12. Relationship to mainstream 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. The “big six”Storage Conversation
  17. 17. Is the timing right?WHEN?
  18. 18. 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
  19. 19. Can’t we sit this out?WHY?
  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. Econ 101http://www.ingenesist.com/general-info/factors-of-production-for-an-innovation-economy.html
  22. 22. Landhttp://www.theglobeandmail.com/globe-investor/shale-gas-play-a-no-mans-land-in-quebec/article1935124/
  23. 23. Labourhttp://recruiting.jobvite.com/resources/social-recruiting-survey.php
  24. 24. Capitalhttp://www.q4blog.com/2010/07/30/infographic-public-company-use-of-social-media-for-investor-relations/
  25. 25. Where do we start?HOW?
  26. 26. Safety first before you engage …PRE-FLIGHT CHECKLIST
  27. 27. Pre-flight B.U.M.P.•  Brand•  Understand•  Monitor•  Policy
  28. 28. Organize your crewSTAFF
  29. 29. Flight crewhttp://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/
  30. 30. Plan your flightSTRATEGY
  31. 31. Strategy
  32. 32. Hub & Spokehttp://www.n5r.com/blog/bid/52188/Blog-vs-Facebook-Which-Should-Be-Your-Social-Media-Hub
  33. 33. Use your instrumentsMEASURE
  34. 34. 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•  Measure, assess, refine
  35. 35. Questions? Doug Lacombedoug@communicatto.com

×