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, </li></ul><ul><li>The Old Way – Control: Maddie Digital </li></ul><ul><li>Social Results – The Old Way : Troy </li></ul><ul><li>Social Results – The Old Way: Malingering </li></ul><ul><li>Heart of the Matter – Central Park Sheep Meadow by New York808 - </li></ul><ul><li>Two Way Conversation – Chemistry by GioJL </li></ul><ul><li>Bored by Wajakamek </li></ul><ul><li>Creative Commons by Laughing Squid </li></ul><ul><li>Spiral Staircase by sunsurfr </li></ul><ul><li>Stakeholders: X-Men by DuneChaser </li></ul><ul><li>Newspapers by mezzoblue </li></ul><ul><li>Participate: Community Orchestra by Carf </li></ul><ul><li>Analysis of the by techne </li></ul><ul><li>Value: The Specialist by =XAV= </li></ul><ul><li>Mission: Joan of Ark by DBKing </li></ul><ul><li>Resources: Money, It’s a Crime from Dryclon </li></ul><ul><li>Choose Your Tactics: Chinese Chess by zh1yong </li></ul><ul><li>Voices: Voice Gym by Gaeten Lee </li></ul><ul><li>Categories: Sky News by Bobbie </li></ul><ul><li>Measurement: Influence by Cambodia4Kidsorg </li></ul><ul><li>Evaluate and Improve: Painted Blue Sky by Annia316 </li></ul>