Social Media Strategies for Corporations

Social Media Strategies for your Organization? Connecting the Dots April 10, 2007 Connect Connect with the audiences and influencers who matter Jeremiah Owyang Director of Corporate Media Strategy Speaker | Blogger | Video Blogger | Social Media Consultant Web-strategist.com

Survey

Who’s who?

Roles

Deployment

Resistance/Acceptance

Social Media Strategy: Connect the dots for a seamless experience.

Questions to Answer:

What is Social Media?

Creating a Seamless Strategy across your enterprise

Concepts

Case Study: HDS

What others are doing

Actionable next steps

Experienced Practice Leader

Various Web Roles: Exodus, Cable and Wireless, World Savings, Hitachi

Manager, Online Communities at Hitachi Data Systems

Currently, Director of Corporate Media Strategy at PodTech

Interfaces with many Corporations that are using Social Media

New Media: Blogger, Video Blogger, Streaming Video, Former Podcaster, what’s next

… to social media consultant

The Many forms of Web Marketing

1) Corporate Domain

Corporate Site

Portal Strategy

Microsites for Segmentation

Interactive Web Marketing

Intranet/Extranet

Regionalization

2) Search Marketing

Search Engine Optimization (SEO)

Search Engine Marketing (SEM)

3) Out Bound and Syndicated Web Marketing

Email Marketing

Invasive Marketing

Syndicated Content and RSS

4) Brand Extension

Web Advertising

Contextual Advertising

Sponsorship and /Cross branding/Affiliate

5) Emerging Mediums tie with the Internet

Internet TV (IPTV)

Mobile Content

Online Massive Multi Player Games, Console Games

What is Social Media? Tools that foster exchange of ideas Exchanges become conversations Communities form It’s about people Tools that easily let people share and be quickly found Conversations of the Marketplace Voices of the People

They matter because:

The Trust factor

Impacts to Google Results

Rapid Word of Mouth

Different than Broadcast Marketing

More importantly:

Why is Social Media Important? http://www.nielsenbuzzmetrics.com/cgm.asp

Concept: The Web is Participatory, Technographics

Concept: Online and Offline Echo Chamber

What happens in the real world echoes online

What happens online is discussed offline

Opportunities:

Bloggers treated like Media

Blogger Lounges, Media Rooms, Blogger Lounges

BlogHaus: The Digital 2.0 Press Room

Creating online buzz out of CES 2007

BlogHaus Beach Party 2007, CES 2008

Community Events

Lunch 2.0

STIRR

Concept: Marketing Scope Increased

Web Marketing Not on Two Domains only

Corporate Site and Google Results page

Battles will be fought where people talk

Decisions not made on Corporate Website

Corporate Website used later in decision process?

Concept: Edgeworks

“ Edgeworks” (Term founded by Brian Oberkirch)

Past: Corporate Communications group would broadcast message

Now: Two-way authentic conversations happening at “edges” of company

Future: Corporate Communications (and everyone else) to join “edges”

Concept: Evolution

Chat Rooms

Blogs

Media

Video to lead

Asynchronus to Real-Time (ustream, twitter)

Mobile

Data moving to “cloud”

Integrated in other applications

IPTV

Concept: Letting go and Gain More

Who’s in control?

Dialogues vs Messages

Listen

Embrace positive and negative feedback

Nakedness

Transparency = Trust

Trust = Influence

Concept: Customer Resource

The Industry Wiki

Customers First

Promoting Competitors

Industry Trends

Understand the changes

Understand the tools

Start to listen and Monitor

Experiment with Tools

Build Team, Roles, Process

Gently align with Corporation

I’ve observed that

Organic gardens emerge

The “controllers” resist

For Corporations

Emerging Roles

Evangelist

Educator and Cheerleader

As an Evangelist, it doesn’t mean you’ll have followers, so don’t forget to look back once in a while.

Community Manager

Organic Blogger

Vice President

Corporate Controller *sigh*

How can Social Media be used?

Sales Lead Acquisition

Product Requirements

Product Development

Support

Internal Knowledge

Market & Customer Feedback

Rapid Sharing

Executive Leadership & Visibility

Branding

It’s not just Marketing…

Social Media Impacts to Marketing

Yet another influencers group to consider

All groups will adopt social media

Conversations (like Techmeme, Digg)

Less Marketing Hyperbole

Adopt “Pull Strategies”

Customers will be the new marketers

Faster and faster

Social Media Impacts to Product Development

"Intranets are an anachronism. They’re gonna die, it’s just a matter of time." –Johnathan Schwartz, CEO of Sun

Product Teams and Customers will work togethers

Firewalls will lower

Inventory may reduce

Requirements will come directly from customers

Case Study: Dell IdeaStorm

Social Media Impacts Product Support

Customer to Customer:

Support

Upgrade

Speculate

To Do:

Harness customers supporting each other

Wikis, Forums, other tools coming out…Ustream

Send Feedback to Product Teams

Social Media Impacts to Employees/Partners

Intranets and Extranets

Adopt “Enterprise 2.0”

Intranets are no longer only behind the firewall

Tagging, Networks, Reputation, Online Personas

IT departments need to get ahead of the curve

Risks of Data, Personas, IDs, Profiles

Case Study: Hitachi Data Systems (2005-2006)

100 year old Japanese Company, Data Storage Sector

Deployed:

Executive Blogs

User Support Forum

Audio Podcasts

Industry Wiki

RSS News Feeds

Lunch2.0 event

Strategy:

Tied to announcement process

Tied to customer life cycle

Feedback sent to product teams

Headcount, budget, and promoted

Tactics to build your Social Media Program

Recognize the new influencers

Prepare for all scenarios

Don’t shy away

Human media is at your disposal.

Address the good as well as the bad

Track who’s who

Appoint and Empower

Employees will blog, embrace

The Blogging/Ethics Policy

Consider creating the “Air Traffic Control Tower”

Measurement to Manage

Use Social Media as Sales Tools.

A “living” white paper by your companies thought leaders

A rapid response tool

A Conversation Starter

… what I’ve learned

Tactics to build your Social Media Program

Social Media is about people.

Communities are the goal, conversations are the verb.

Let go to gain more

Risk of the unknown, plan to be flexible

Social Media goes deep in the organization

This public conversation will be archived through as long as the internet is accessible. Google is the memory.

Social Media is not magic nor voodoo.

Social Media is a component of your Web Strategy .

… what I’ve learned

[Social Media impacts all areas of the Corporate Organizations, savvy companies are developing strategies by learning, letting go, and embracing change]

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