Corporate social media_strategy&policy

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  • 1. WHAT IT TAKES TO CREATE A SOCIAL MEDIA STRATEGY THAT WORKS Tuesday, June 29, 2010
  • 2. WHO WE ARE Tuesday, June 29, 2010
  • 3. Tuesday, June 29, 2010
  • 4. 1 Buy in 2 Start with your customers 3 Messaging 4 Goals 5 Strategy 6 Measurement 7 Policies 8 Examples Agenda Tuesday, June 29, 2010
  • 5. Social media is the use of technology combined with social interaction to create or co-create value. Tuesday, June 29, 2010
  • 6. SO WHAT? Tuesday, June 29, 2010
  • 7. Tuesday, June 29, 2010
  • 8. Network and prospect for leads Tuesday, June 29, 2010
  • 9. Network and prospect for leads Promote products and services Tuesday, June 29, 2010
  • 10. Network and prospect for leads Promote products and services Generate brand awareness and understanding Tuesday, June 29, 2010
  • 11. Network and prospect for leads Promote products and services Generate brand awareness and understanding Conduct customer research Tuesday, June 29, 2010
  • 12. Network and prospect for leads Promote products and services Generate brand awareness and understanding Conduct customer research Express thought leadership Tuesday, June 29, 2010
  • 13. Network and prospect for leads Promote products and services Generate brand awareness and understanding Conduct customer research Express thought leadership Boost search engine rankings Tuesday, June 29, 2010
  • 14. Network and prospect for leads Promote products and services Generate brand awareness and understanding Conduct customer research Express thought leadership Boost search engine rankings Monitor competition Tuesday, June 29, 2010
  • 15. Network and prospect for leads Promote products and services Generate brand awareness and understanding Conduct customer research Express thought leadership Boost search engine rankings Monitor competition Increase website traffic Tuesday, June 29, 2010
  • 16. Increase website traffic 55% more website visitors Tuesday, June 29, 2010
  • 17. Engagement Tuesday, June 29, 2010
  • 18. 7 STEPS TO SOCIAL MEDIA STRATEGY THAT WORKS Tuesday, June 29, 2010
  • 19. buy in 1 Tuesday, June 29, 2010
  • 20. Tuesday, June 29, 2010
  • 21. Security & Liability Productivity Reputation Tuesday, June 29, 2010
  • 22. Security & Liability Standardized, company-wide social media policy Educate and train staff Tuesday, June 29, 2010
  • 23. Productivity >reduce marketing spend >reduce cost per lead >reduce cost of market research Tuesday, June 29, 2010
  • 24. Reputation (aka losing brand control) Actually, you never had it in the first place Tuesday, June 29, 2010
  • 25. Tuesday, June 29, 2010
  • 26. What is already being said about your Brand? Tuesday, June 29, 2010
  • 27. What is already being said about your Brand? Opportunity: customer engagement/service Tuesday, June 29, 2010
  • 28. know your customers 2 Tuesday, June 29, 2010
  • 29. Where are they already? Where is your competition engaging them? Tuesday, June 29, 2010
  • 30. Personas: beyond demographics Tuesday, June 29, 2010
  • 31. Tuesday, June 29, 2010
  • 32. before “content” there was messaging 3 Tuesday, June 29, 2010
  • 33. Buttoned-up brand: personality voice must stand for something Tuesday, June 29, 2010
  • 34. no goals 4 Tuesday, June 29, 2010
  • 35. no your goals 4 Tuesday, June 29, 2010
  • 36. K now your goals 4 Tuesday, June 29, 2010
  • 37. Brand awareness Community Brand perception Education Customer satisfaction Customer loyalty Tuesday, June 29, 2010
  • 38. strategy 5 Tuesday, June 29, 2010
  • 39. Tuesday, June 29, 2010
  • 40. Communication Architecture Lead Awareness Comprehension Relationships Loyalty Support Generation adv. collateral adv. news- groups letters direct chat web events PR Tuesday, June 29, 2010
  • 41. how to measure? 6 Tuesday, June 29, 2010
  • 42. Followers / Fans Content views Peer sharing (retweets) Media pick ups Advertising click throughs Website traffic Tuesday, June 29, 2010
  • 43. Tuesday, June 29, 2010
  • 44. ROI Tuesday, June 29, 2010
  • 45. ROI = Tuesday, June 29, 2010
  • 46. ROI = Risk of Inaction Tuesday, June 29, 2010
  • 47. policies 7 Tuesday, June 29, 2010
  • 48. Create a corporate social media policy Tuesday, June 29, 2010
  • 49. Create a corporate social media policy Company philosophy Scope (who is allowed to participate) Confidential and proprietary information Conflicts of interest Competitor defamation Copyrights and trademarks Comments guidelines Language / political correctness Personal responsibility Tuesday, June 29, 2010
  • 50. Make training mandatory Tuesday, June 29, 2010
  • 51. Process, not a project Tuesday, June 29, 2010
  • 52. examples Tuesday, June 29, 2010
  • 53. Tuesday, June 29, 2010
  • 54. Create a corporate social ‣ ‣ media policy Focus: Thought Leadership Began Twitter @ HIMSS in April 2009, tweeted live at the show, big attention getter, helped to drive traffic to booth.  Do all shows now. Company philosophy ‣Scope later, 516 followers – consisting of key constituents: One year (who is allowed to participate) - Over 350 healthcare organizations (their prospects and Confidential and proprietary etc. customers) – hospitals, health systems, information - Key healthcare industry of interest influencers Conflicts journalists, bloggers, - Healthcare professionals defamation Competitor - Create content via Surveys; results heavily retweeted and Copyrights and trademarks pushed out by other tweeters Comments guidelines ‣ Facebook,YouTube Language / political correctness Personal responsibility Tuesday, June 29, 2010
  • 55. Tuesday, June 29, 2010
  • 56. Tuesday, June 29, 2010
  • 57. Tuesday, June 29, 2010
  • 58. Tuesday, June 29, 2010
  • 59. Tuesday, June 29, 2010
  • 60. Tuesday, June 29, 2010
  • 61. ‣ Focus: Monthly user growth, entice sponsors, thought leadership ‣ Began Twitter in researchers, Science/Education press – quickly students, faculty, January 2009 to stimulate organic growth with grew to 200 followers ‣ Adopted 70/20/10 rule for all posts, 50-100 new followers per month ‣ Facebook presence 200+ followers 2009, leveraged Twitter to organically grow to started in October ‣ News aggregation to 3rd custom tabs forposting of original paid content, development of party sources, use by core targets, FB social ads ‣ Results: 1,332 Twitter users, Facebook likes at 6,200 ‣ You get back what you put into it Tuesday, June 29, 2010
  • 62. Tuesday, June 29, 2010
  • 63. Tuesday, June 29, 2010
  • 64. QUESTIONS DUSTIN PONS 978-462-0002, X. 117 DPONS@ALOFTGROUP.COM Tuesday, June 29, 2010