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Social Media Strategy for Beginners 0608
- 1. Developing a Social Strategy (Including How to Leverage & How to Reach) Jason Breed 50% of brands will spend 50% of budgets on alt media by 2011 - AdAge 60% of online consumers make purchase decisions based on peer advice. - Visa/Yahoo
- 2. Social Strategy: What is it? Using social media to create high value interactions across the web and mobile How to Leverage Social Media? Brand Marketing (Everyone, Dove) Product Development (Del Monte Foods-ILoveMyDog) Partner Networks (Microsoft-Channel9) Decision Support (Sony, Yahoo Answers) Employee Network (IBM-Beehive, IBM Atlas) How to Reach Social Networks? Manually Widgets Participate (Get Noticed) Advertising
- 3. Social Strategy: Is it right for my company? If it’s not? FIRE EVERYONE, START OVER!
- 4. Social Strategy: How do we do it? Strategy, Management, Resources
- 5. P eople O bjectives S trategy T echnology POST Method Source: Forrester Research, Inc.
- 6. People Who is the community for? What type of people will participate? Why will they participate? This, along with a solid objective, will help you develop a better strategy. P eople O bjectives S trategy T echnology
- 7. Objectives Everything that is budgeted tends to have 1 of 2 common goals: 1. Make More Money 2. Reduce Costs P eople O bjectives S trategy T echnology You only have to answer one question here: SO WHAT!
- 11. Technology LEAD with NEEDS! Not technology. Technology is only an enabler to a well documented strategy. P eople O bjectives S trategy T echnology
- 12. Others In days, Bay Area increases site traffic 10x, becoming most trafficked area Community becomes brand advocates driving product sales through shared experiences Quadrupled output, and launched Transform quarterly vs. annually Increased retail revenue 20x through mobile engagement In just 6 weeks, 10,000 citizen recommendations that led to approval of $2B funding 48,000 ideas for Katie Couric collected in 48 hours. Cost of participant decreased from $250 to $7.50 while increasing participation 4x Within weeks, excess of 10MM page views, driving ad revenue and ROI
- 13. Case Studies
- 21. Thank you! Jason Breed, 239.591.6818 [email_address]
Editor's Notes
- I get questions all the time on: Why to start How to start How to make them successful What I want to do is provide a very hands on discussion to help you establish a framework at the very least that you can take back with you. I’ll interject as many examples as I can and lean on my experiences. What I want to stress is there is no one way to do this. What is right for one company may be very different at another company, however we are beginning to see some consistencies in the way we approach.
- Let’s establish some baselines to get us all on the same page before we move forward. We define the social strategy pretty specifically (compared to what’s out there). Our focus is on HIGH-VALUE interactions that happen when ever, where ever and how ever your audience wants to engage. This is going to be a broader discussion than brand marketing/advertising with social. If you begin to understand how these interactions are evolving, and your company is ready to embrace, then change your world before someone else does. Where can we apply social strategies to create transformations and let’s talk about who’s doing them right. Dove – Campaign for real beauty – developed/distributed videos, formed discussions, asked for input. Product development – moving new product development cycles from over 1 year to under 6 months with higher success ratios. Partner Networks – Microsoft (yes, Microsoft) has a place for Microsoft developers to lean on each other’s experiences and fix issues, solve problems quicker Decision Support – Sony’s Playstation Games . A place for gamers to go to get answers hundreds of thousands of answers all w/out phone calls. Employee Networks – IBM’s global services business is over $50b / 300k+ employees. How to promote collaboration without earning trust is difficult and how do you figure out who has the appropriate skills regardless of location. The created two systems for these purposes. Beehive – is a Facebook like application intended to humanize employees with personal information of likes, photos, ideas, etc. Small Blue is a search engine designed to sift through correspondence and key in on areas of expertise. This has been successful enough that IBM has productized this system, branded it IBM Atlas and is now selling it to other multi-national customers.
- Now that we have broadened our definitions of what it is and where it works, let’s come a little closer to home. By show of hands, How many people would get full support if you went to your boss today for a social implementation……I expected no one to raise their hand yet am hopeful that next year, half of us will be able to. Why is this? Now how many people have bosses or colleagues who are afraid of exposure on the web or being social. So how do we address this issue before we go any further? (advance slide) What I am trying to convey here is that being “social” means becoming transparent, authentic. This means individuals need to own the issues not the companies. This means that people need to admit being wrong and take action against it, they need to ask for help in a public forum and incorporate better communication skills outside of their walls. The brand and company can only do what the employees are capable of doing themselves. Many will have to evolve in order for the company to move forward. People are not detached from the company, rather, they make up the company. So if your company is not ready to deal with this, either: 1) go do something else that you can be successful at or 2) attempt to change the culture to prepare them for this.
- Like anything else worth doing in your company there needs to be some framework set up that you can manage against. Needs to incorporate department level strategies, Management buy-in and support at all levels and the appropriate resources to make things happen. What I am talking about is not a “let’s set up a corporate blog just because Acme did it”. This is a change in the way that some part or possibly all of your company operates and more importantly communicates. This is an evolution of communications: Pony express / mail, phone, fax, conference calling, videoconferencing, etc
- Here’s the framework developed by Forrester Research. It is simple, easy to reference. This is whether you are setting up a Facebook page, participating in the blogosphere, building your own branded community. And whether it is across the web only or even involves mobile.
- If it’s for professors – Discoverers, guarded Sports Fans – Rich media Professionals – Dashboards, quick updates On the move - Mobile
- Don’t do this! Art of the cookie
- People will participate when….. They feel a sense of belonging Feeling of safety - There are 3 components to being safe 1) brand; 2) partner/advertiser; 3) user (if the user does not feel comfortable paticipating, it will be the last time they do). Authenticity - I will spend time doing something if I think it will make a difference. Transparency - if I know what I can get from participating, I will be more inclined to participate. If these ideas are managed, what is the expected outcome? Cycle of Communication Sense of Ownership Participating when they want, how they want Structure Feeling of security.
- If you approach this as “I need a blog, a forum, throw in a wiki……” You will be chasing a technology play through IT rather than fulfilling your marketing needs. Rather if your focus is a knowledge based community – then collaboration, strong content management is important Entertainment community – need rich media capabilities Commerce – need shopping cart Deliberative – ratings, polling, voting