Implementing a Social Media Strategy

Introduction to Social Media • Social Media is about interactions • Social Media is not just technology • Social Media is about each • Social Media is not a short term individual project • Social Media provides a canvas for • Social Media is not something you your creativity give an intern to do • Social Media provides an outlet • Social Media is not a channel to for you to show the world what blast your packaged ads you can do • Social Media will not work without • Social Media is about EGO YOUR participation © Copyright 2009 Tong Hsien-Hui

Introduction to Social Media • What companies tend to use it for – Market Research – Public Relations/Marketing/Online Voice – Branding – Product Development – Customer Service – Promotions – Presence © Copyright 2009 Tong Hsien-Hui

Implementation Process? • No One-Size-Fits-All Strategy One-Size-Fits- • A poor plan implemented well is often better than a good plan implemented poorly • This is a long term business initiative © Copyright 2009 Tong Hsien-Hui

Implementation Process? S – Stakeholders, Who are they? W - Where are they? Objective(s) O - Objective(s) P - Planning - Community, Conversation, Context, Content E - Execute - Monitor M © Copyright 2009 Tong Hsien-Hui

Implementation Process Success Factors • Know your company • Know your online community • Interesting content – Innovative (Controversy is a subset) – Funny – ‘Cool’ Cool’ • Informative and accurate content • Frequent updates/changes/ replies • Honesty and Acknowledgement • Give “strokes” judiciously but frequently strokes” • Be consistent © Copyright 2009 Tong Hsien-Hui

Measuring ROI • Qualitative – Corporate Reputation – Conversations – Customer Relationships • Quantitative – Related Sales – Traffic – SEO Ranking – Benchmark vs Competitors and Partners © Copyright 2009 Tong Hsien-Hui

Measuring ROI Social Media can be Quantified – Number of positive conversations – Number of new qualified subscribers – New sales – New qualified leads – Number of new product changes suggested through this channel © Copyright 2009 Tong Hsien-Hui

Common Problems Faced • Internal – Corporate Structure/Responsibilities – Response time – Loss of traditional one way communication channel – de- Change from centralized control to de-centralized control – Consistent pricing and message is needed • External – Target audience may not be online – Unless they are engaged, community often dies from lack of interaction – People engage with people, not with companies – Everyone sees you….investors, competitors, customers, you… busybodies… busybodies….. – A few people can dominate the conversation….and influence conversation… the tide of opinion © Copyright 2009 Tong Hsien-Hui

Implementing a Social Media Strategy

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