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The Five Ws of Corporate Social Media
 

The Five Ws of Corporate Social Media

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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.

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.

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    The Five Ws of Corporate Social Media The Five Ws of Corporate Social Media Presentation Transcript

    • The Five Ws ofCorporate Social Media April, 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?
    • Content versus engagementStorage Conversation
    • Relationship to mainstream 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  
    • The “big six”Storage Conversation
    • 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?
    • 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”
    • Econ 101http://www.ingenesist.com/general-info/factors-of-production-for-an-innovation-economy.html
    • Landhttp://www.theglobeandmail.com/globe-investor/shale-gas-play-a-no-mans-land-in-quebec/article1935124/
    • Labourhttp://recruiting.jobvite.com/resources/social-recruiting-survey.php
    • Capitalhttp://www.q4blog.com/2010/07/30/infographic-public-company-use-of-social-media-for-investor-relations/
    • 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
    • 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•  Measure, assess, refine
    • Questions? Doug Lacombedoug@communicatto.com