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A Strategic Approach To Social Media For Business
 

A Strategic Approach To Social Media For Business

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    A Strategic Approach To Social Media For Business A Strategic Approach To Social Media For Business Presentation Transcript

    • Leveraging the Internet and Social Media: A Strategic ApproachFergal Colemanwww.buaconsulting.com/social_mediaTwitter @buaconsultinghttp://www.linkedin.com/in/fergalcolemanfacebook.com @buaconsulting
    • Over the last one to two months, raise your hand if you, either professionally or personally, have ……?
      3%
      3%
      20%
      80%
      100%
      www.buaconsulting.com/social_media
    • www.buaconsulting.com/social_media
    • Outline
      Introduction to Social Media.
      It’s here to stay – internal and external.
      Provide an approach.
      Facilitate discussion.
      Provide some examples.
      www.buaconsulting.com/social_media
    • www.buaconsulting.com/social_media
    • www.buaconsulting.com/social_media
    • technology
      is
      the
      conduit
      And it differs from Traditional Media
      Social media is based on the integrations/conversations between different people online and for brands to become part of this they need to move from a monologue to a dialogue
      www.buaconsulting.com/social_media
    • Social Media Landscape
      www.buaconsulting.com/social_media
    • It’s not just Facebook & Twitter
      www.buaconsulting.com/social_media
    • Think about what people do
      People Creating – Blogs, (blogosphere) user generated content, Podcasts, Youtube, Slideshare.net, Docstoc.
      People Connecting – Facebook, Linkedin, Twitter, Myspace, Bebo, Orkut, hi5, Secondlife, Foursquare.
      People Collaborating – Wikis (wikipedia), Intelpedia(internal use), Bearing Point (Mike2.0), Salesforcechatter, Centraldesktop, Sharepoint.
      People Reacting – Forums, discussion boards, ratings, reviews.
      People Organising – tags, Digg, De.licio.us.
      Accelerating Consumption – RSS, Widgets.
      Forrester
      www.buaconsulting.com/social_media
    • Social Media and Your Business
      Don’t start with technology
      Start with your Sustainable Competitive Advantage (SCA)?
      What is yours?
      www.buaconsulting.com/social_media
    • The POST Approach
      People
      Objectives
      Strategy
      Technology
      Forrester
      www.buaconsulting.com/social_media
    • People
      What groups do you want to engage with?
      Customer segments?
      Partners?
      Staff?
      Discuss and list
      www.buaconsulting.com/social_media
    • Publish a blog
      Publish your own Web pages
      Upload video you created
      Upload audio/music you created
      Write articles or stories and post them
      Creators
      Post ratings/reviews of products/services
      Comment on someone else’s blog
      Contribute to online forums
      Contribute to/edit articles in a wiki
      Critics
      Use RSS feeds
      Add “tags” to Web pages or photos
      “Vote” for Web sites online
      Collectors
      Maintain profile on a social networking site
      Visit social networking sites
      Joiners
      Read blogs
      Watch video from other users
      Listen to podcasts
      Read online forums
      Read customer ratings/reviews
      Spectators
      None of the above
      Inactives
      The Social Technographics™ Ladder
      Taken together, these groups make up the ecosystem that forms the groundswell.
      By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers.
      Groups include people participating in at least one of the activities monthly.
      www.buaconsulting.com/social_media
    • www.buaconsulting.com/social_media
    • www.buaconsulting.com/social_media
    • www.buaconsulting.com/social_media
    • Where are your groups on the social technographics ladder?
      www.buaconsulting.com/social_media
    • Objectives
      1. Listening – Use social media to better research customers and markets.
      2. Talking – Use social media to spread messages about your company.
      3. Energising– get your most enthusiastic customers to become advocates , using social media to increase word of mouth.
      4. Supporting– Support customers or help your customers support each other.
      5. Embracing– Integrate your customers into the way your business works (e.g. Lego).
      www.buaconsulting.com/social_media
    • Strategy and Technology
      Strategies are unique to each organisation.
      Understand your People and your Objectives.
      Use the Mindshop tools to develop your Strategies.
      Choose the social media Tools that best suit your Strategy.
      www.buaconsulting.com/social_media
    • Examples
      Good Social Media ExamplesTourism Queensland: The Best Job in The WorldFlowerdale - Rebuilding a Communitywww.twitter.com/telstrawww.twitter.com/harveynormanauwww.fixmystreet.com.ukhttp://www.billabong.com.au/blogCase Study: http://larasolomon.wordpress.com/2010/01/25/mocks-fan-page-case-study/ or view Facebook pageBMW YouTube ChannelB2B Examples:Techcrunch: Intervew with Cisco, Virgin America, Comcast Social Media LeadersApprova.net: I love a Good Audit (Making Auditing Fun!)  and Happy Birthday To Sarbannes-Oxley VideoBearingPoint: Mike2.0CWS "Say No Dirt" VideoThe Dramatic Chipmonk - just to show YouTube can cheer us up every so often
      www.buaconsulting.com/social_media
    • Bursten-Marsteller Survey
      The majority of the companies surveyed are failing to take an integrated or strategic view of social media.
      Australia’s leading brands are neglecting the opportunity to engage with stakeholders via Facebook, the most widely used social network in Australia.
      Corporate blogs are yet to gain traction in Australia. Corporate Australia lags the US and UK in this regard.
      Brand value does not necessarily denote best practice in social media, despite research linking customer engagement via social media and corporate financial performance.
      www.buaconsulting.com/social_media
    • Conclusion
      Social Media - the evolution of the web.
      It’s social not technological.
      It’s about two way communication it’s a conversation.
      Use the POST approach.
      Don’t Fear it, embrace it!
      www.buaconsulting.com/social_media