Social Media Strategy April

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

Social Media Strategy April

by Des Walsh on Apr 07, 2009

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Social Media Strategy April — Presentation Transcript