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Social Media Strategy
 

Social Media Strategy

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Slide presentation as part of the PR 2.0 Optimization seminar, Guangzhou, March 26, 2009, presented by Culture Fish Media

Slide presentation as part of the PR 2.0 Optimization seminar, Guangzhou, March 26, 2009, presented by Culture Fish Media

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    Social Media Strategy Social Media Strategy Presentation Transcript

    • Social Media Strategy PR 2.0 Optimization Workshop Guangzhou, China and Online March 26, 2009 Des Walsh
    • Teminology: “Social Media”
      • online tools people use to share content, profiles, opinions, insights, experiences, perspectives and media itself
      • democratization of content and how people read, disseminate, create and share content
        • Adapted from Brian Solis, June 29, 2007 (see links)
    • Strategy
      • “ Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
      • Sun Tzu
    • Your 3 Point Strategy
              • Be Findable
              • Participate
              • Be Authentic
    • Be Findable
      • “ In the 21st Century, successful business will be focused on findability , about creating an online and offline presence that helps your customers find you.”
          • Dave Taylor , author,
          • Growing Your Business with Google – The Complete Idiot’s Guide
    • Participate: Markets are Conversations
    • Think Influence
      • Social Media Channels
      • Blogs, online video, social networks
      • Podcasts, newsgroups/forums, photo-sharing sites, wikis
    • Think Awareness & Engagement
      • For blogs, video, podcasts
      • Deliver quality, relevant content
      • For online communities
      • Listen, learn, share, engage
    • Dig The Well Before You Are Thirsty
    • Levels of Online Participation ( US)
          • Creators 18%
          • Critics 25%
          • Collectors 12%
          • Joiners 25%
          • Spectators 48%
          • Inactives 44%
        • From the Social Technographics Ladder, Forrester Research
    • Levels of Online Participation (China)
      • “ 40% of online adults in metropolitan China are content creators, publishing regularly.”
          • Steven Noble, Senior Analyst, Forrester Research, Feb 2009
    • Think Blue Ocean Strategy
      • “How to Create Uncontested Market Space and Make the Competition Irrelevant”
    • http://www.babytree.com
    • People First, Then Technology
      • Who are the people you want to influence?
      • How do you want to influence them?
      • Which tools will work best?
      • Where do they gather?
    • Thinking About Generations
      • West
        • Gen Y born 1977 to 1995
        • Gen X born 1965 to 1977
        • Baby Boomers born 1946 to 1964
            • Boomers now on rise with social media
      • China
        • 68% of netizens under the age of 30
    • Tools: Use Only What You Need
    • My Basic Toolkit
      • Self-hosted blogs from WordPress.org
      • Twitter - @deswalsh
      • Audio storage – try www.archive.org
      • Audacity for editing audio
      • Video storage – YouTube, Viddler
      • Slideshare.net
      • LinkedIn
      • Facebook for connecting, groups, events
      • Yahoo Groups for LinkedIn Bloggers
    • Be Authentic
      • "You've got to be kidding, right? You want to teach authenticity?"
              • Scott Monty , social media head at Ford –
              • The Social Media Marketing Blog
    • Re-Cap: Your 3 Point Strategy
              • Be Findable
              • Participate
              • Be Authentic
    • Credits
      • Images
      • Street Market in China – Dan Zen via FlickrOld Well and New House – Old Grey Mare Out on Pasture , FlickrTool Display – GrhmC via Flickr
      • Scott Monty picture by jwol3 via Flickr
        • All images used in this slide presentation are licensed under Creative Commons (some rights reserved)
      • Reading
      • “ New Media, New Influencers and Implications for Public Relations”, SNCR
      • Groundswell , Charlene Li & Josh Bernoff, Harvard Business Press, 2008 – and Groundswell blog
      • Blue Ocean Strategy , W. Chan Kim &Renee Mauborgne, Harvard Business School Press, 2005
      • Brian Solis’ Brink: A Social Media Guide from the Edge
    • Thank You
      • Des Walsh
      • http://www.deswalsh.com
      • I help business owners and entrepreneurs
      • navigate the social media maze and become
      • savvy participants, not road-kill.
      • LinkedIn: http://www.linkedin.com/in/deswalsh
      • Twitter/Skype: deswalsh Email: [email_address]
      • Tel: +61 413 089 355