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A Strategic Approach To Social Media For Business

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  • 1. Leveraging the Internet and Social Media: A Strategic ApproachFergal Colemanwww.buaconsulting.com/social_mediaTwitter @buaconsultinghttp://www.linkedin.com/in/fergalcolemanfacebook.com @buaconsulting
  • 2. 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
  • 3. www.buaconsulting.com/social_media
  • 4. 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
  • 5. www.buaconsulting.com/social_media
  • 6. www.buaconsulting.com/social_media
  • 7. 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
  • 8. Social Media Landscape
    www.buaconsulting.com/social_media
  • 9. It’s not just Facebook & Twitter
    www.buaconsulting.com/social_media
  • 10. 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
  • 11. 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
  • 12. The POST Approach
    People
    Objectives
    Strategy
    Technology
    Forrester
    www.buaconsulting.com/social_media
  • 13. People
    What groups do you want to engage with?
    Customer segments?
    Partners?
    Staff?
    Discuss and list
    www.buaconsulting.com/social_media
  • 14. 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
  • 15. www.buaconsulting.com/social_media
  • 16. www.buaconsulting.com/social_media
  • 17.
  • 18. www.buaconsulting.com/social_media
  • 19. Where are your groups on the social technographics ladder?
    www.buaconsulting.com/social_media
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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

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