Social Media Strategy

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

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

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

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!

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.

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.

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/

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Social Media Strategy

by Geoff Livingston on Oct 17, 2008

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Social Media Strategy — Presentation Transcript