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 <ul><li>Wal-Mart Astroturf </li></ul><ul><li>Home Depot  </li></ul><ul><li>Chevy Tahoe CGM </li></ul><ul><li>Coke...
Heart of the Matter
Chemistry: Inherently Organic, Social
The Bad, The Ugly and The Good
Two Way Changes  Everything ! <ul><li>Bye-Bye Control! </li></ul><ul><li>Ethics and Transparency </li></ul><ul><li>Attitud...
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 <ul><li>Top industry issues </li></ul><ul><li>Top bloggers/thought leaders </li></ul><ul><li>Pre...
Step 7: Outcomes
Step 7: Possible Outcomes  <ul><li>Influence </li></ul><ul><li>Awareness/changed perception on a particular issue </li></u...
Step 8: Determine Your Value
Step 9: Editorial Mission
Step 9: Example <ul><li>Now Is Gone Blog:  Continue serving as a primer for those business executives new to social media ...
Step 10: Resources
Step 11: Choose Your Tactics
Step 11: There Are Many, Many Tactics <ul><li>Launch a blog </li></ul><ul><li>Execute a blogger relations program </li></u...
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 <ul><li>The Old Way - Spin: Beepola,  http://www.flickr.com/photos/beepola/223...
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Social Media Strategy

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  • Social Media Strategy

    1. 1. Creating Social Media Strategy A Webinar Developed by Livingston Communications ©2008
    2. 2. The Old Way
    3. 3. The Old Way
    4. 4. Social Results Using the Old Way
    5. 5. Social Results Using the Old Way
    6. 6. Examples <ul><li>Wal-Mart Astroturf </li></ul><ul><li>Home Depot </li></ul><ul><li>Chevy Tahoe CGM </li></ul><ul><li>Coke Mentos </li></ul><ul><li>JetBlue </li></ul><ul><li>Whole Foods’ Mackey </li></ul><ul><li>Sony's ThreeSpeech </li></ul>
    7. 7. Heart of the Matter
    8. 8. Chemistry: Inherently Organic, Social
    9. 9. The Bad, The Ugly and The Good
    10. 10. Two Way Changes Everything ! <ul><li>Bye-Bye Control! </li></ul><ul><li>Ethics and Transparency </li></ul><ul><li>Attitude: Community versus Audience </li></ul><ul><li>Mandatory Participation: Engage! </li></ul><ul><li>Attitude: Build Value for the Community </li></ul><ul><li>Inspiring Content Wins </li></ul>
    11. 11. Examples: Nokia Mosh
    12. 12. Examples: QuickSilver and Dell
    13. 13. Examples: Goodwill and ED
    14. 14. Bored? Get Ready for Part II!
    15. 15. Part II: Creating Great Social Media!
    16. 16. 15 Steps to Social Media Creation
    17. 17. Step 1: Stakeholders
    18. 18. Step 2: What Do They Care About?
    19. 19. Step 3: Research Top Blogs, Social Networks
    20. 20. Step 4: Find the Back Channel
    21. 21. Step 5: Participate
    22. 22. Step 6: Formal Analysis
    23. 23. Step 6: Analysis Includes <ul><li>Top industry issues </li></ul><ul><li>Top bloggers/thought leaders </li></ul><ul><li>Preferred content forms (video, white papers, blogs, podcasts) </li></ul><ul><li>Ideal places to connect (social networks, etc.) </li></ul><ul><li>Other companies playing in the space: Who’s successful, who isn’t? Why? </li></ul><ul><li>Behavioral norms </li></ul>
    24. 24. Step 7: Outcomes
    25. 25. Step 7: Possible Outcomes <ul><li>Influence </li></ul><ul><li>Awareness/changed perception on a particular issue </li></ul><ul><li>Third party credibility through Word of mouth </li></ul><ul><li>Brand awareness </li></ul><ul><li>Return on investment (sales) </li></ul><ul><li>Not page impressions! </li></ul>
    26. 26. Step 8: Determine Your Value
    27. 27. Step 9: Editorial Mission
    28. 28. Step 9: Example <ul><li>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. </li></ul>
    29. 29. Step 10: Resources
    30. 30. Step 11: Choose Your Tactics
    31. 31. Step 11: There Are Many, Many Tactics <ul><li>Launch a blog </li></ul><ul><li>Execute a blogger relations program </li></ul><ul><li>Podcast </li></ul><ul><li>Create video(s) </li></ul><ul><li>Develop social network community </li></ul><ul><li>Create social network application </li></ul><ul><li>Build your own social network </li></ul><ul><li>Build a widget </li></ul><ul><li>Etc., etc. </li></ul>
    32. 32. Step 12: The Right Voices
    33. 33. Step 13: Categorize and Plan Content
    34. 34. Step 14: Build Metrics
    35. 35. And Then Engage!
    36. 36. Wait! Step 15: Evaluate and Improve
    37. 37. Image Credits from Flickr Creative Commons <ul><li>The Old Way - Spin: Beepola, http://www.flickr.com/photos/beepola/2232129317/ </li></ul><ul><li>The Old Way – Control: Maddie Digital http://www.flickr.com/photos/maddiedigital/449791642/ </li></ul><ul><li>Social Results – The Old Way : Troy http://www.flickr.com/photos/whatbettertime/30677693/ </li></ul><ul><li>Social Results – The Old Way: Malingering http://www.flickr.com/photos/malingering/85869598/ </li></ul><ul><li>Heart of the Matter – Central Park Sheep Meadow by New York808 - http://www.flickr.com/photos/newyork808/181896227/ </li></ul><ul><li>Two Way Conversation – Chemistry by GioJL http://www.flickr.com/photos/giovannijl-s_photohut/848407532/ </li></ul><ul><li>Bored by Wajakamek http://www.flickr.com/photos/rashdan/632754258/ </li></ul><ul><li>Creative Commons by Laughing Squid http://farm1.static.flickr.com/167/398474727_3131fcf847.jpg?v=0 </li></ul><ul><li>Spiral Staircase by sunsurfr http://www.flickr.com/photos/sunsurfr/383047544/ </li></ul><ul><li>Stakeholders: X-Men by DuneChaser http://www.flickr.com/photos/dunechaser/142079765/ </li></ul><ul><li>Newspapers by mezzoblue http://www.flickr.com/photos/mezzoblue/135371202/ </li></ul><ul><li>Participate: Community Orchestra by Carf http://www.flickr.com/photos/beija-flor/230554907/ </li></ul><ul><li>Analysis of the by techne http://www.flickr.com/photos/techne/100055322/ </li></ul><ul><li>Value: The Specialist by =XAV= http://www.flickr.com/photos/xav/1322786511/ </li></ul><ul><li>Mission: Joan of Ark by DBKing http://www.flickr.com/photos/bootbearwdc/133751960/ </li></ul><ul><li>Resources: Money, It’s a Crime from Dryclon http://www.flickr.com/photos/dryicons/2288161813/ </li></ul><ul><li>Choose Your Tactics: Chinese Chess by zh1yong http://www.flickr.com/photos/zh1yong/70414316/ </li></ul><ul><li>Voices: Voice Gym by Gaeten Lee http://www.flickr.com/photos/gaetanlee/826844199/ </li></ul><ul><li>Categories: Sky News by Bobbie http://www.flickr.com/photos/bojo/1104728283/ </li></ul><ul><li>Measurement: Influence by Cambodia4Kidsorg http://www.flickr.com/photos/cambodia4kidsorg/2057452102/ </li></ul><ul><li>Evaluate and Improve: Painted Blue Sky by Annia316 http://www.flickr.com/photos/annia316/662389315/ </li></ul>
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