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Presentation Marquette Social Media Safe

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On Tuesday, March 30, 2010 I was invited to speak to a group of students studying Emerging and Social Media at Marquette University. ...

On Tuesday, March 30, 2010 I was invited to speak to a group of students studying Emerging and Social Media at Marquette University.

The topic of my presentation was Social Media Strategy and Implementation.

Use Stickybits to attach comments or questions, http://stickybits.com/c/7460958735923/krgRnrzT1bEBpes5LhJF9W

You can also read more on my blog, http://blog.jenders.com/2010/03/30/social-media-strategy-and-implementation/

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    Presentation Marquette Social Media Safe Presentation Marquette Social Media Safe Presentation Transcript

    • MARQUETTE UNIVERSITY SOCIAL MEDIA STRATEGY + IMPLEMENTATION TU E SD AY M A R C H 3 0, 20 1 0
    • INTRODUCTION GOALS AGENDA DISCOVERY STRATEGIES Q+A 2
    • INTRODUCTION
    • CREATIVE DIGITAL / NEW DESIGN PRODUCTION FULL CIRCLE TRACKING PUBLIC RELATIONS MEDIA STRATEGY / PLANNING 4
    • OUR BUSINESS CREATES IDEAS. OUR IDEAS CREATE BUSINESS. 5
    • INTRODUCTION PLAYING IN THE SANDBOX Everything you need to know about Social Media you learned in kindergarten. 6
    • INTRODUCTION STRATEGIC FOUNDATION GOALS + AUDIENCE + CHANNELS + TACTICS = STRATEGY 7
    • SOCIAL MEDIA IS NOT A TECHNOLOGY
    • SOCIAL MEDIA IS NOT A TECHNOLOGY CHASING SHINY OBJECTS EVOLVING PLATFORMS • New services are being launched daily • Be prepared to understand the value of the service and platform • Make recommendations as needed NEW TRENDS • Friendster, MySpace, Facebook • Second Life • Chatroulette DON’T CHASE SHINY OBJECTS If you are asked to, be prepared to educate your client and peers 9
    • SOCIAL MEDIA IS NOT A TECHNOLOGY TECHNOLOGY IS ALWAYS CHANGING 10
    • SOCIAL MEDIA IS NOT A CAMPAIGN
    • SOCIAL MEDIA IS NOT A CAMPAIGN ENGAGEMENT IS ONGOING ESTABLISH A PRESENCE • Do not abandon it SET EXPECTATIONS • But be prepared to meet consumer expectations THERE IS NO END DATE • Engagement is ongoing, before and after campaigns MANAGE YOUR REPUTATION • If you do not manage your brand, consumers will 12
    • THAT SAID...
    • GOALS
    • ESTABLISH GOALS BEGIN WITH A VISION BOYS + GIRLS CLUB • To enable all young people, especially those who need us most, to reach their full potential as productive, caring, responsible citizens. MEDELA • Helping moms to successfully breastfeed their babies and to do so for as long as they choose. Meeting this goal responsibly is at the heart of everything we do.  ASSOCIATED BANK • Associated will be the preferred provider of financial services for businesses and individuals in the communities we serve. 15
    • ESTABLISH GOALS DETERMINE BENCHMARKS UNDERSTAND THE COMPANY • Internal and external environment • Company culture and employees • Products and benefits SWOT ANALYSIS • Strengths, Weaknesses, Opportunities, Threats • Provides strategic foundation COMPETITIVE ANALYSIS • Develop list of competitors • Perform competitive analysis • Note points of differentiation 16
    • ESTABLISH GOALS METRICS FOR SUCCESS MEASURE EVERYTHING • Digital environment heavily relies on analytics and measurement • Will aid in refining and optimizing your strategy METRICS FOR SUCCESS • What will the client determine a success? • ROI, Share of Voice, E-Commerce Sales, Brand Awareness? MEASUREMENT PLATFORM • Understand current toolset • Use industry standards The future is an data and analysis! 17
    • DISCOVERY
    • THE DISCOVERY PROCESS FINDING YOUR AUDIENCE EXAMINE THE AUDIENCE AUDIENCE • Research from 3rd parties and tools UNDERSTAND THEIR BEHAVIORS • What is the consumer looking for online? BEHAVIORS • When are they online? IDENTIFY CHANNELS • What channels does the consumer use to consumer information? CHANNELS TARGET THEM EFFECTIVELY • Maximize reach and target key influencers TARGETING 19
    • THE DISCOVERY PROCESS AUDIENCE PROFILE: GOOGLE ANALYTICS 20
    • THE DISCOVERY PROCESS AUDIENCE PROFILE: QUANTCAST SOU RCE: Qu ant cas t.co m, Ma rch 20 0 9 21
    • THE DISCOVERY PROCESS AUDIENCE PROFILE: COMPETE SOU RCE: Qu ant cas t.co m, Ma rch 20 0 9 22
    • THE DISCOVERY PROCESS AUDIENCE PROFILE He’s 28, single and He’s a heavy user lives in the city of the internet A college graduate, He’s an early adopter his HHI is $100K+ of technology MAX He is highly Participates in influential pool, trivia and karaoke SO URC E: 20 09 MRI Dat a, Vodka Con su mer s 23
    • THE DISCOVERY PROCESS BEHAVIOR: CISION SOCIAL MEDIA DASHBOARD When examining online conversations around the keyword “vodka”, we observed the following brands mentioned. @angela_vaughn yes vodka and club soda w/ lime is my go to drink but it's so vanilla. I want to be a bit spicier 11:36 AM Mar 3rd via Tweetie in reply to angela_vaughn @suicide_blond Yes :) Vodka is comfort food, right? 10:33 AM Mar 5th via web in reply to suicide_blond SOU RCE : Cisio n So cial Me dia Da shb oar d, Mar c h 2 010 24
    • THE DISCOVERY PROCESS BEHAVIORS: GOOGLE INSIGHTS 25
    • THE DISCOVERY PROCESS BEHAVIORS: TWITTER SEARCH 26
    • THE DISCOVERY PROCESS BEHAVIORS: EMARKETER 27
    • THE DISCOVERY PROCESS ACTIVE IN MANY CHANNELS BOOKMARKING LOCAL SEARCH WEB SITES / SEARCH MOBILE E-MAIL SOCIAL NETWORKS 28
    • THE DISCOVERY PROCESS CHANNELS: SOCIAL MENTION 29
    • THE DISCOVERY PROCESS CHANNELS: CISION SOCIAL MEDIA DASHBOARD Blogs Micromedia Forum Replies Comments Images Facebook Forums Mainstream News 0 20 40 60 80 100 120 140 SOU RCE : Cisio n So cial Me dia Da shb oar d, Mar c h 2 010 30
    • STRATEGIES
    • METHODOLOGY SOCIAL MEDIA MONITORING EMERGENCE OF SOCIAL MEDIA • Social media is a shift in how people discover, read and share news, information and content. • Becoming more pervasive because it facilitates connection, creation, sharing, and engagement in ways not possible through other mediums. • In the U.S. more people use social networks and blogs than use e-mail. 1 • Because of its real-time nature and overwhelming popularity, social media is an effective tool for online reputation management. SOUR CE: e Ma rk et er, Mar c h 2 009 32
    • METHODOLOGY SOCIAL MEDIA MONITORING Social Media Monitoring and Analysis allows you to gain a deeper understanding of what is being said about your brand online and the sentiment of those comments. • Observe current and past conversations • Understand the reasons for positive / negative sentiment • Identify key influencers and brand evangelists / antagonists • Recognize when and how your brand can be proactive when negative events occur • Recognize trends before / as they develop 33
    • METHODOLOGY REPUTATION MANAGEMENT Reputation management consists of tracking the sentiment and conversation around your brand online and participating when necessary. • The volatility, magnitude and speed at which information is created, disseminated, reacted to and consumed in the digital world is unprecedented. • Discover threats including reputation busters, safety issues, customer- service issues, disgruntled former employees and rumors before they become public nightmares. • If you don’t manage your brand reputation online, consumers will. 34
    • SOCIAL MEDIA STRATEGY OUR APPROACH MONITOR EVALUATE PARTICIPATE EXPAND MONITOR AND OBSERVE ANALYZE AND TRACK JOIN AND EMBRACE THE DEVELOP BEST BRAND CONVERSATIONS BRAND SENTIMENT CONVERSATION PRACTICES AND REPEAT 35
    • SOCIAL MEDIA STRATEGY OUR APPROACH: MONITOR WHAT WILL BE MONITOR? • Brand name, variations and URLs • Names of public executives / employees • Products and services • Category MONITOR • Competitors • Additional news-worthy topics and terms 36
    • SOCIAL MEDIA STRATEGY OUR APPROACH: EVALUATE EVALUATE DASHBOARD DATA TO: • Understand the reasons for positive / negative sentiment • Identify key influencers and brand evangelists / antagonists • Evaluate effectiveness of other marketing efforts • Compare perceptions of your products against the competition EVALUATE • With the economic downturn many individuals turn to their social networks for advice, on purchases and / or on customer experience 37
    • SOCIAL MEDIA STRATEGY OUR APPROACH: PARTICIPATE ENGAGE WITH THE CONSUMER • Address the crowd where it has gathered • Embrace positive and negative feedback • Provide transparency, admit flaws and apologize • That tone matters and doesn’t need to be overly corporate PARTICIPATE • Explain how you’ll address the issue in the future, go beyond the symptom and treat the cause • Provide alternative feedback loops, including e-mail or a phone number 38
    • SOCIAL MEDIA STRATEGY OUR APPROACH: PARTICIPATE PARTICIPATE 39
    • SOCIAL MEDIA STRATEGY OUR APPROACH: EXPAND EXPAND + REFINE YOUR STRATEGY • Leverage gained knowledge • Develop best practices and establish • list of frequently addressed topics • common responses to common questions EXPAND • thoughtful answers to tough questions • relationships with key communities • Expand to new and unexplored social networks and community spaces • Daily e-mail reports, provide metrics on each hit and report, and assign topics to team members for follow-up 40
    • STRATEGIES EXAMPLE: MEDELA SHORT TERM (2009) LONG TERM (2010+) • Examples include assessing conversations, • Examples include internal education of establishing objectives, building content Social Media, drafts on best practices and calendar and establishing an update policies, and refining strategies and frequency... objectives. 41
    • STRATEGIES EXAMPLE: MEDELA 42
    • STRATEGIES CONTENT STRATEGY Developing a content strategy for your client is the foundation of any program, regardless of channel. • Use the information you have gained about the business, products, the audience and channels to develop a content calendar. • Content calendar is valuable because it can be pre-approved and provide a historical record for you and the client. • Also gives you an opportunity to develop a list of what does and doesn’t work over a 12 month period, allowing you to refine and optimize as needed. • Don’t be afraid to reuse content 43
    • STRATEGIES CONTENT STRATEGY 44
    • STRATEGIES EXAMPLE: WISCONSIN DEPT of TOURISM SHORT TERM (2009) LONG TERM (2010+) • Examples include establishing online • Examples include internal education of presence, assessing conversations, Social Media, drafts on best practices and establishing objectives, building content policies, and refining strategies and calendar and establishing an update objectives. frequency... 45
    • STRATEGIES EXAMPLE: WISCONSIN DEPT of TOURISM 46
    • STRATEGIES CONTENT TOOLS 47
    • STRATEGIES CONTENT TOOLS 48
    • STRATEGIES ANALYTIC TOOLS 49
    • STRATEGIES ANALYTIC TOOLS 50
    • Q+A
    • THANK YOU @DJENDERS | BLOG.JENDERS.COM