A Strategic Approach To Social Media For Your Business
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A Strategic Approach To Social Media For Your Business

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Providing a Strategic Approach to Implementing Social Media. This uses Forrester's POST approach tied with common consulting tools.

Providing a Strategic Approach to Implementing Social Media. This uses Forrester's POST approach tied with common consulting tools.

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

  • The Internet and Social MediaA Strategic Approach
  • Outline
    Introduction Bua Consulting, online business
    Social media – internal and external
    Provide an approach
    Facilitate discussion
    Generate some ideas
  • Social Media Landscape
  • It’s not just Facebook & Twitter
  • buaconsulting.com bua-tools.com
  • 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
  • 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), Salesforcechatter, Centraldesktop, Sharepoint
    People Reacting – Forums, discussion boards, ratings, reviews
    People Organising – tags, Digg, De.licio.us,
    Accelerating Consumption – RSS, Widgets
    Forrester
  • Social Media and The Business
    Don’t start with technology
    Start with the business
    What is yourSustainable Competitive Advantage (SCA)?
  • The POST Approach
    People
    Objectives
    Strategy
    Technology
    Forrester
  • People
    What groups do you want to engage with? Customer segments, end-users, partners, staff,
    Discuss and list
    How do they interact with the internet?
  • 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.
  • 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 – Help your customers support each other
    5. Embracing – Integrate your customers into the way your business works (e.g. Lego)
  • Examples
    Youtube – videos to demonstrate product quality
    Wikis – share development of documention and processes
    Tagging – access information
  • Strategies
    Brainstorm some strategy ideas. What are the opportunities? Thought leadership? Engaging consultants in your process? Improving internal communication?
    Choose a group you’d like to engage with (internal or external)
    What is your objective?
    How can social media assist you with achieving that objective?
  • Conclusion
    Social Media is simply the evolution of web technologies
    It’s about two way communication
    It’s not about replacing traditional sales and marketing
    Use the POST approach