Social Media Strategy April
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Social Media Strategy April

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Des Walsh's slide deck for presentation via Skype video, PR 2.0 Optimization seminar, Guangzhou, China, April 8th, 2009

Des Walsh's slide deck for presentation via Skype video, PR 2.0 Optimization seminar, Guangzhou, China, April 8th, 2009

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Social Media Strategy April Social Media Strategy April Presentation Transcript

  • Social Media Strategy PR 2.0 Optimization Workshop Guangzhou, China and Online April 8, 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?
  • A Note About Research
    • Consider demographic, sociological, cultural assumptions in research reports, blog comments, strategic advice
    • Example: attention now being paid in the West to the rise of the “Baby Boomers” in social media and social networking
      • - how can that conversation be parsed for China?
  • Thinking About Generations
    • West
      • Gen Y born 1977 to 1995
      • Gen X born 1965 to 1977
      • Baby Boomers born 1946 to 1964: 82.9 m online and now on rise with social media
      • Older generations: mainly research, banking, shopping online
    • China
      • Different historical framework
      • 68% of netizens under the age of 30
      • Approx Age Equiv. to Boomers: 33.9 m online
    • Note: figures are approximate
  • 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
  • LinkedIn
    • A professional network to help your career/business
    • Screenshot of Des Walsh's LinkedIn network stats 04 Apr 09
  • LinkedIn Stats
    • 38 million+ members in 200+ countries and territories around the world
    • New member joins approximately every second
    • About half of members outside USA
    • Executives from all Fortune 500 companies are LinkedIn members
          • http://press.linkedin.com/about
  • LinkedIn Tools
  • 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
  • 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
  • Reports
    • CNNIC 23 rd Statistical Survey Report on the Internet Development in China – Jan 2009
        • http://tinyurl.com/ccnnic23
    • Pew Internet and American Life Project – Generations Online 2009
        • http://tinyurl.com/pewgen09
  • 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