Your SlideShare is downloading. ×

Social Media Action Plan

17,769

Published on

Social Media - what is it, why it matters, and 3 step action plan (Listen, Engage, Influence)

Social Media - what is it, why it matters, and 3 step action plan (Listen, Engage, Influence)

Published in: Business, Technology
3 Comments
50 Likes
Statistics
Notes
  • sir great ppt but it went over the top, didn't get most of the point,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Great general suggestions for social media. For my specific action plan each day, I use SEO software called The SEO System. Try it for free on their Facebook page here: http://www.facebook.com/The.SEO.System
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • What a rich and beautiful PowerPoint - I love it!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
17,769
On Slideshare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
1,260
Comments
3
Likes
50
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Social Media - today’s agenda What is Social Media? Why does it matter? Social media action plan
  • 2. Media has changed “To find something comparable, you have to go back 500 years to the printing press, the birth of mass media … Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control” Rupert Murdoch, Wired July 2006.
  • 3. Driven by …
  • 4. Consumers have a voice
  • 5. So what is Social Media? “Open conversations that encourage participation and connect people” Ian Farmer BULLSEYE
  • 6. Social Networks 2.2 million 1 in 5 118000 7000
  • 7. Biggest country in the world - MySpace
  • 8. Blogosphere m 23000
  • 9. Wikis – collaborative 4m Podcasts – niche / time shifting
  • 10. Youtube Videos m Bandwidth: 2007 YouTube = 2000 Internet 1.2 million consumer generated videos in 2007 26.5 million corresponding comments 22 billion views, up 70% (source: Accustream iMedia Research) 26,500
  • 11. And other content communities
  • 12. More and more of us use it
  • 13. It helps you express yourself
  • 14. Review stuff, weigh up pro’s and cons
  • 15. Share things easily
  • 16. Social networks link us together
  • 17. And through the wisdom of crowds
  • 18. Allows us to discover new stuff
  • 19. Social Media and the Conversational web What is Social Media? Why does it matter? Social media action plan
  • 20. We now know the truth 76% don’t believe that companies tell the truth in advertisements Source: Yankelowich
  • 21. Consumer recommendations are the most credible form of advertising among 78% of the study’s respondents. Source: Nielsen, “Word-of-Mouth the Most Powerful Selling Tool” (global Nielsen survey of 26,486 Internet users in 47 markets)
  • 22. Who do we believe?
  • 23. People like ourselves My friends Their friends Shared interest
  • 24. Social media conversations are recorded
  • 25. And influence “offline” behaviour
  • 26. Of those who use used or buy bought your product / service
  • 27. For Good
  • 28. And Not so good
  • 29. Social media impacts your brands reputation 34% post opinions about products and brands on their blog 36% think more positively about companies that have blogs Source: Universal McCann Power to the people - Social Media Tracker Wave 3
  • 30. So that’s why it matters !
  • 31. Social Media and the Conversational web What is Social Media? Why does it matter? Social media action plan
  • 32. Try and control this? Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go. A.G. Lafley, CEO and Chairman of P&G, October 2006
  • 33. Ignore it ? ... But this just eliminates you from the conversation
  • 34. Bullseye’s Social Media action plan What is Social Media? Listen Why does it matter? Social media action plan Engage Influence
  • 35. How to listen to social media?
  • 36. Search • E.g. Technorati.com
  • 37. Alerts • E.g. www.google.com/alerts
  • 38. Speed Feed reading
  • 39. Blog Trends
  • 40. Charting Live consumer sentiment
  • 41. Listen ”The Development of a process to understand the conversations, and action the insights” Ian Farmer BULLSEYE
  • 42. FORUMS Real time feedback : Grad recruitment exposed !
  • 43. Research your employees ?
  • 44. Company reviews
  • 45. Recorded Experiences
  • 46. Opinions in real time
  • 47. Finding consumer insights
  • 48. Product feedback
  • 49. The new Focus group?
  • 50. Social Media Audit report
  • 51. Monitoring solution
  • 52. Bullseye Social Media services Listen Research : opinions in real time Risk Awareness Insights Social Media Audit Permission to Engage Social Media Monitoring Strategy Monitoring development Insights reporting Training We monitor social media because it provides unsolicited and unbiased consumer opinions about our products and brands in real time. If a brand, messaging or product problem is identified by bloggers, we can fix the problem quickly before it gets too widespread. Also, positive comments help us understand early on if something is working particularly well.” Christin Stasiw Lazarchuk, Director, Global Market Research, Ford Motor Company.
  • 53. Bullseye’s Social Media Action Plan Listen Engage Influence
  • 54. It’s PR Jim, but not as we know it!
  • 55. Cicero’s 9 rules from “On Duties” in 44BC 1. Speak clearly 2. Speak easily, but not too much, give others their turn 3. Do not interrupt 4. Be courteous 5. Deal seriously with serious matters, gracefully with lighter ones 6. Never criticize people behind their backs 7. Stick to subjects of general interests 8. Do not talk about yourself 9. Never lose your temper
  • 56. Example – UK civil service http://www.civilservice.gov.uk/iam/codes/social_media/participation.asp Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency.
  • 57. “PARTICIPATION PARTICIPATION PARTICIPATION is the new LOCATION LOCATION LOCATION” Ian Farmer BULLSEYE
  • 58. Social Media engagement policy? or
  • 59. GM’s FASTLANE blog quot;These people have a great deal of influence, not just on what we read, but on the cars their friends and family purchase.“ Bob Lutz, the vice chairman of General Motors,
  • 60. Government Engagement www.openaustralia.org
  • 61. Identify where else to engage?
  • 62. 2752 Topics powered by 13188 people with help from 15 employees
  • 63. Add value to the engagement • Post comments • Create & edit wikis • Join groups
  • 64. Inviting engagement & integration
  • 65. Engagement integration - Over 9000 ideas engaged
  • 66. Crisis Response training
  • 67. For when the Rats take over !!
  • 68. Bullseye’s Social Media services Engage • Feedback: discussion channels • Increase Customer Service • Exhibit Leadership : Sharing POVs • Innovation: Source of Ideas • Growth: reduced cycles times • Self awareness • Opportunity to Influence Social Media policy development Corporate / brand blogs Identify & track engagement Engagement integration advice Crisis response training
  • 69. Bullseye’s Social Media Action Plan Listen Engage Influence
  • 70. Social Media press releases http://ford.digitalsnippets.com
  • 71. Create some structure
  • 72. Identifying key influencers
  • 73. Hosting reviews – demonstrates transparency
  • 74. Involve them & embrace them • P&G's Pampers - 15 top quot;mommy bloggersquot; to the company's headquarters • GM’s Fastlane - Members become contributors (GM Insiders).
  • 75. FNBO recruits evangelists http://www.pyfchallenge.com/winning_videos
  • 76. Results in lots of ongoing +ve chatter
  • 77. 1000 entries, 5.5 million votes
  • 78. FOX8 Gossip Girl • 1300 advocates • Viral word-of-mouth proliferation Recruited 154,000 or %10 of audience
  • 79. Make it easy for people to tell others
  • 80. Establish conversational metrics
  • 81. Influence “Measuring the results of how you effect social media, then using that insight to stimulate conversations that make it easier for people to recommend and sample your products” Ian Farmer BULLSEYE
  • 82. Bullseye’s Social Media services Influence • Expand touchpoints • Measurement of campaigns • Risk mgmnt “Ask the audience” • Build loyalty & Identify Evangelists • Collaboration opportunities • Word of mouse! Influence Identification Loyalty & evangelist programs Campaign metrics Word of Mouth Marketing Internet is twice as influence of TV and 8 times that of Print (source: Digital Influence Index study Fleishman-Hillard)
  • 83. Bullseye’s Social Media action plan What is Social Media? Listen Why does it matter? Social media action plan Engage Influence
  • 84. More information Ian Farmer Ian.farmer@bullseye.com.au +61 2 8923 5028 www.twitter.com/ifarmer Bullseye blog: http://www.bullseye.com.au Ian’s blog : http://frontiering.com.au

×