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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Q&A
Jeremiah Owyang
web-strategist.com/blog
Director, Corporate Media Strategy, PodTech.net

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Social Media Strategies for Corporations

by Jeremiah Owyang

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