Creating Social Media Strategy A Webinar Developed by Livingston Communications ©2008

The Old Way

The Old Way

Social Results Using the Old Way

Social Results Using the Old Way

Examples Wal-Mart Astroturf Home Depot Chevy Tahoe CGM Coke Mentos JetBlue Whole Foods’ Mackey Sony's ThreeSpeech

Wal-Mart Astroturf

Home Depot

Chevy Tahoe CGM

Coke Mentos

JetBlue

Whole Foods’ Mackey

Sony's ThreeSpeech

Heart of the Matter

Chemistry: Inherently Organic, Social

The Bad, The Ugly and The Good

Two Way Changes Everything ! Bye-Bye Control! Ethics and Transparency Attitude: Community versus Audience Mandatory Participation: Engage! Attitude: Build Value for the Community Inspiring Content Wins

Bye-Bye Control!

Ethics and Transparency

Attitude: Community versus Audience

Mandatory Participation: Engage!

Attitude: Build Value for the Community

Inspiring Content Wins

Examples: Nokia Mosh

Examples: QuickSilver and Dell

Examples: Goodwill and ED

Bored? Get Ready for Part II!

Part II: Creating Great Social Media!

15 Steps to Social Media Creation

Step 1: Stakeholders

Step 2: What Do They Care About?

Step 3: Research Top Blogs, Social Networks

Step 4: Find the Back Channel

Step 5: Participate

Step 6: Formal Analysis

Step 6: Analysis Includes Top industry issues Top bloggers/thought leaders Preferred content forms (video, white papers, blogs, podcasts) Ideal places to connect (social networks, etc.) Other companies playing in the space: Who’s successful, who isn’t? Why? Behavioral norms

Top industry issues

Top bloggers/thought leaders

Preferred content forms (video, white papers, blogs, podcasts)

Ideal places to connect (social networks, etc.)

Other companies playing in the space: Who’s successful, who isn’t? Why?

Behavioral norms

Step 7: Outcomes

Step 7: Possible Outcomes Influence Awareness/changed perception on a particular issue Third party credibility through Word of mouth Brand awareness Return on investment (sales) Not page impressions!

Influence

Awareness/changed perception on a particular issue

Third party credibility through Word of mouth

Brand awareness

Return on investment (sales)

Not page impressions!

Step 8: Determine Your Value

Step 9: Editorial Mission

Step 9: Example Now Is Gone Blog: Continue serving as a primer for those business executives new to social media or considering engaging with these new communications tools. The conversation should be educational, pragmatic and weigh the pros and cons of social media to provide an authentic, genuine viewpoint of social media marketing. We believe in social media’s potential to better communications, but do not think it will replace traditional tactics. Instead we believe social media will be integrated into the larger marketing mix and may influence change in other disciplines.

Now Is Gone Blog: Continue serving as a primer for those business executives new to social media or considering engaging with these new communications tools. The conversation should be educational, pragmatic and weigh the pros and cons of social media to provide an authentic, genuine viewpoint of social media marketing. We believe in social media’s potential to better communications, but do not think it will replace traditional tactics. Instead we believe social media will be integrated into the larger marketing mix and may influence change in other disciplines.

Step 10: Resources

Step 11: Choose Your Tactics

Step 11: There Are Many, Many Tactics Launch a blog Execute a blogger relations program Podcast Create video(s) Develop social network community Create social network application Build your own social network Build a widget Etc., etc.

Launch a blog

Execute a blogger relations program

Podcast

Create video(s)

Develop social network community

Create social network application

Build your own social network

Build a widget

Etc., etc.

Step 12: The Right Voices

Step 13: Categorize and Plan Content

Step 14: Build Metrics

And Then Engage!

Wait! Step 15: Evaluate and Improve

Image Credits from Flickr Creative Commons The Old Way - Spin: Beepola, http://www.flickr.com/photos/beepola/2232129317/ The Old Way – Control: Maddie Digital http://www.flickr.com/photos/maddiedigital/449791642/ Social Results – The Old Way : Troy http://www.flickr.com/photos/whatbettertime/30677693/ Social Results – The Old Way: Malingering http://www.flickr.com/photos/malingering/85869598/ Heart of the Matter – Central Park Sheep Meadow by New York808 - http://www.flickr.com/photos/newyork808/181896227/ Two Way Conversation – Chemistry by GioJL http://www.flickr.com/photos/giovannijl-s_photohut/848407532/ Bored by Wajakamek http://www.flickr.com/photos/rashdan/632754258/ Creative Commons by Laughing Squid http://farm1.static.flickr.com/167/398474727_3131fcf847.jpg?v=0 Spiral Staircase by sunsurfr http://www.flickr.com/photos/sunsurfr/383047544/ Stakeholders: X-Men by DuneChaser http://www.flickr.com/photos/dunechaser/142079765/ Newspapers by mezzoblue http://www.flickr.com/photos/mezzoblue/135371202/ Participate: Community Orchestra by Carf http://www.flickr.com/photos/beija-flor/230554907/ Analysis of the by techne http://www.flickr.com/photos/techne/100055322/ Value: The Specialist by =XAV= http://www.flickr.com/photos/xav/1322786511/ Mission: Joan of Ark by DBKing http://www.flickr.com/photos/bootbearwdc/133751960/ Resources: Money, It’s a Crime from Dryclon http://www.flickr.com/photos/dryicons/2288161813/ Choose Your Tactics: Chinese Chess by zh1yong http://www.flickr.com/photos/zh1yong/70414316/ Voices: Voice Gym by Gaeten Lee http://www.flickr.com/photos/gaetanlee/826844199/ Categories: Sky News by Bobbie http://www.flickr.com/photos/bojo/1104728283/ Measurement: Influence by Cambodia4Kidsorg http://www.flickr.com/photos/cambodia4kidsorg/2057452102/ Evaluate and Improve: Painted Blue Sky by Annia316 http://www.flickr.com/photos/annia316/662389315/

The Old Way - Spin: Beepola, http://www.flickr.com/photos/beepola/2232129317/

The Old Way – Control: Maddie Digital http://www.flickr.com/photos/maddiedigital/449791642/

Social Results – The Old Way : Troy http://www.flickr.com/photos/whatbettertime/30677693/

Social Results – The Old Way: Malingering http://www.flickr.com/photos/malingering/85869598/

Heart of the Matter – Central Park Sheep Meadow by New York808 - http://www.flickr.com/photos/newyork808/181896227/

Two Way Conversation – Chemistry by GioJL http://www.flickr.com/photos/giovannijl-s_photohut/848407532/

Bored by Wajakamek http://www.flickr.com/photos/rashdan/632754258/

Creative Commons by Laughing Squid http://farm1.static.flickr.com/167/398474727_3131fcf847.jpg?v=0

Spiral Staircase by sunsurfr http://www.flickr.com/photos/sunsurfr/383047544/

Stakeholders: X-Men by DuneChaser http://www.flickr.com/photos/dunechaser/142079765/

Newspapers by mezzoblue http://www.flickr.com/photos/mezzoblue/135371202/

Participate: Community Orchestra by Carf http://www.flickr.com/photos/beija-flor/230554907/

Analysis of the by techne http://www.flickr.com/photos/techne/100055322/

Value: The Specialist by =XAV= http://www.flickr.com/photos/xav/1322786511/

Mission: Joan of Ark by DBKing http://www.flickr.com/photos/bootbearwdc/133751960/

Resources: Money, It’s a Crime from Dryclon http://www.flickr.com/photos/dryicons/2288161813/

Choose Your Tactics: Chinese Chess by zh1yong http://www.flickr.com/photos/zh1yong/70414316/

Voices: Voice Gym by Gaeten Lee http://www.flickr.com/photos/gaetanlee/826844199/

Categories: Sky News by Bobbie http://www.flickr.com/photos/bojo/1104728283/

Measurement: Influence by Cambodia4Kidsorg http://www.flickr.com/photos/cambodia4kidsorg/2057452102/

Evaluate and Improve: Painted Blue Sky by Annia316 http://www.flickr.com/photos/annia316/662389315/