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Closing The Gap
 

Closing The Gap

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Benefiting from the use of social media doesn't start with learning how to use the tools, but understanding why you're using the tools. A single, well-defined objective should be at the heart of your ...

Benefiting from the use of social media doesn't start with learning how to use the tools, but understanding why you're using the tools. A single, well-defined objective should be at the heart of your initial strategy.

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  • I am a communication coach and consultant who specializes in communication theory and strategy Social media is having a revolutionary impact on the communication industry. I say “revolutionary” because our traditional communication methods and processes are changing as a result of social media. It’s not just a matter of learning how to use new tools, but how to communicate differently. I believe we can do that by asking ourselves some questions to help articulate “why” we are using social media. Discovered the why was more important, and maybe a bit more difficult than the how We’ll start out with a quick review of the “how” and we’ll talk about how each of you are using it. We’ll talk about “why” you’re using social media, and why having a well-defined objective and strategy will increase your effectiveness . . . and just as importantly, your efficiency . . . when it comes to using social media. We’ll talk more about your strategy – getting back to the how, but his time focusing not on how to use the tools, but how to create a strategy that will guide your use of the tools: which tools to use, who you reach through those tools, the kinds of communities and conversations you engage with, etc.
  • When it comes to social media, the path of discovery is probably a little different for each of us. Let’s start out with a quick show of hands of who is currently using some form of social media – either for personal use or for business use (or at least has created an account). How did you decide on which social media tools to use? How did you learn how to use those tools? What have you learned about how others are using them, and how did you learn about what others are doing?
  • I’ve listed only a few of the social media tools that are available – there are literally hundreds, and the options increase almost daily. This picture, however, represents several of the major social media categories: Social networks, blogs, content communities, and microblogs Learning how to use these tools can certainly be done on your own, or you can take classes. You learn how To search To connect To share What else have you learned about Social Media? You can reach A LOT of people You can find A LOT of information EVERYBODY is doing it It’s FUN It takes TIME Most of those might be considered good reasons to use social media, at least on a personal basis.
  • So let’s talk about why YOU are using social media. Can you articulate your reason in one sentence? Do you have more that one reason for using social media? Why do you think others are using it? You know people who are using it to Stay connected with friends and family Coordinate causes and interest groups Promote their small business or public interest There are businesses that are using social media for Sales Reputation Management / Public Relations Customer Service Research and Development Corporate Communications Marketing . . . and other areas But the questions remains: why? Because you can reach A LOT of people Because ou can find A LOT of information Because EVERYBODY is doing it Because it’s FUN? Because it takes TIME? If you’re thinking about using SM for business, this is when it’s important to close the gap between the How and the Why. There are two elements that need to be addressed directly: Fun Time
  • Let’s look at time, first. Your plan will include allocation of budget – if not financial, then time. Your reason for WHY you’re using social media is at the heart of your Strategy. It is essentially your OBJECTIVE for using social media. Your objective: Should be well-defined, and if possible, singular. Be able to answer questions about what, who and where, and when. We’ll dig into those a little deeper in a couple minutes. Should reflect and be closely aligned with your other business strategies. For example, if you currently market B2B, then your target audience will be other businesses (rather than consumers) Aim to lead your industry in innovation, the audiences and conversations you seek will be among people who are familiar with your offering. You will know early into the process what success indicators you’re aiming for – so you can measure ROI and make periodic adjustments to your strategy if necessary. While there are several steps to this process, (and it is an “iterative” process?), it’s helpful to review it as a whole so you understand the context and can keep the end in mind.
  • You already know how . . . Or at least you have know how to learn how. Now, let’s close the gap between the HOW and the WHY so that you can get real value out of using social media.
  • We begin with establishing an online presence for a number of reasons: Almost everyone already has an online presence, or they’re dying to have one. (Remember having to learn music theory before getting to pick up the guitar or sit at the piano? Ugh!) Because SM is a relatively new business tool, it would be hard to formulate objectives for using it if you didn’t have at least a basic understanding of what it is. (Knowing the “how” really does help to understand the “why.”) Having an online presence can be harmless – particularly if you resist the urge to engage too early. You’re here to LISTEN You can find the best place to listen by doing some searching Keywords Search tools and apps (maybe provide a handout with some information about this)
  • Monitoring, listening . . . Lurking. Call it what you want. Actively use your search techniques. Start following and joining if you like, but resist the urge to engage in conversation Watch for what you don’t like, who is doing this well, what you find VALUABLE . . . Make some notes Preview the next step while you’re still in the listening mode . . . this will help you listen with more purpose.
  • This is the crux of your STRATEGY. Refer back to Slide #6. Knowing WHY you’re using SM can be best defined by answering questions such as: What do you want to do or know? want others to do or know? What do you want your social media relationships to look like? (How do you want your relationships with your customers to change?) What are you looking for – reactions? Involvement? Answers? Notoriety? I.e., what do you hope to get out of SM? What are your customers ready for? Who do you want to reach, and where are those conversations taking place? Who is already using social media that you know: customers, target market, your employees? (Use Forrester’s Technographics Profile Tool to find out where your customers and target market have social media communities.) Who i n your organization will be responsible for SM efforts? When will you know you’re involved in the right communities? When will you know you’re feeling the impact of your SM efforts? When will you know you’re successful? By when do you need to see positive results? State your objective(s). The Groundswell’s five primary objectives: listening, talking, supporting, energizing and embracing. Based on the answers to the above questions, identify the metrics that will help you to target and monitor your ROI.
  • NOW it’s time to get involved. But HOW? Conversation Index Fine-tune your selection of SM platforms and forums
  • Keep an eye on your metrics for measuring Your involvement Amount of money Amount of time Your results As defined in the statement of your objective; e.g., Hits on your website Number of RFQs Number of customer inquiries Sales Number of fans/followers/friends Reductions of customer complaints Value of market research
  • That brings us to the conclusion of Closing the Gap between “how” to use social media and “why” to use social media. We filled the gap by recognizing that while many of us started the process of using social media by choosing and using some of the tools, we still question exactly why we’re using them and how to get the most out of them. Being able to say “why” we’re using social media means having a well-defined objective and strategy. Some of the factors involved are: Identify what you want – at least to get started, limit yourself to one objective. And if you have existing business strategies, your objective for using social media should be well aligned . Know who you want to talk to – your target market? Your existing customers? Other experts in your industry? – again, keep this narrow and well-defined Find out where you need to be – not just which SM platforms to use, but which communities to access using those platforms. You may come up with other ways to identify and articulate the reason why you’re using social media. The point, though, is that by knowing why, you’ll know how to go about it.
  • August 30, 2009 SM Now or Never for SlideShare

Closing The Gap Closing The Gap Presentation Transcript

  • Closing the Gap Between “How” and “Why?” s o c i a l m e d i a
  • How . . .
    • . . . To choose which tools to use
    • . . . To use them
    • . . . Others are using them
    Social Media
  • to connect How to share to search
  • Why . . .
    • . . . You’re using it
    • . . . Others are using it
    • . . . It could be part of your
    • business strategy
    Social Media
  • Monitor and Listen Engage Prepare to Listen “ WHY” = Strategy ROI Establish your online presence Keywords State your objective What? Who/Where? When? Measure
  • Why
    • Learning
    • Saving money
    • Being green
    • Establishing reputation
    • Listening*
    • Talking
    • Energizing
    • Supporting
    • Embracing
    Source: Groundswell , by Charlene Li and Josh Bernoff (2008)
  • How . . .
    • . . . To build your strategy
    • . . . To launch your strategy
    • . . . To know if your strategy is
    • working
    Social Media
  • Prepare to Listen HOW to build your STRATEGY Establish your online presence Keywords
  • Monitor and Listen Prepare to Listen HOW to build your STRATEGY Establish your online presence Keywords
  • Monitor and Listen Prepare to Listen HOW to build your STRATEGY Establish your online presence Keywords State your objective What? Who/Where? When?
  • Monitor and Listen Engage Prepare to Listen HOW to build your STRATEGY Establish your online presence Keywords State your objective What? Who/Where? When?
  • Monitor and Listen Engage Measure Prepare to Listen ROI HOW to build your STRATEGY Establish your online presence Keywords State your objective What? Who/Where? When?
  • Monitor and Listen Engage Measure Prepare to Listen ROI HOW to build your STRATEGY Establish your online presence Keywords State your objective What? Who/Where? When?
  • Closing the Gap Between “How” and “Why?”  Choose & use the tools  Identify what you want  Know who you want to talk to  Be where you need to be s o c i a l m e d i a
  • OnLine BLOGS NETWORKS video twitter podcasts YouTube SOCIAL WIKIS forums communities facebook microblogging podcasts NETWORKS WIKIS video twitter CONNECTED apps mobile comment CHAT Prepared and Narrated by Debi Davis 3D Communications www.DebiDavisDriven.com Recorded and Presented by www.PCConferencing.com