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doing social Execution & Strategy for Being Social Joanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs...
Index <ul><li>Why? Strategy Objectives </li></ul><ul><li>Where? Which social media </li></ul><ul><li>What? Basics of Strat...
WHY?
Why? <ul><li>Strategy objectives </li></ul><ul><ul><li>What are our social media objectives? </li></ul></ul><ul><ul><li>Wh...
Why? What are our social media objectives? Why are we using social tools? Image Source:  http://www.flickr.com/photos/extr...
Why? What does success look like? What does failure look like? Image Sources:  http://failblog.org/2010/03/03/slide-fail-3...
Why? How does social fit in with  the overall business strategy? Image Source: http://www.flickr.com/photos/pshan427/23311...
WHERE?
Where? <ul><li>Which social media? </li></ul><ul><ul><li>FB: sustaining existing networks </li></ul></ul><ul><ul><li>Linke...
Where? Which social media tools? Image Source:  http://www.flickr.com/photos/webtreatsetc/4091128553/
Where? What about  virtual worlds? Image Source:  http://www.flickr.com/photos/hiperia3d/2921668129/
Where? What devices? Image Source:  http://www.flickr.com/photos/kerryvaughan/3195272449/
WHAT?
What? <ul><li>Strategic plan components </li></ul><ul><ul><li>Vision/Mission </li></ul></ul><ul><ul><li>Market analysis (S...
What? What does a strategic plan involve? Image Source:  http://thebasicsofbusiness.com/images/dilbert%20strategy%20cartoo...
What? Analyses Image Source:  http://www.flickr.com/photos/lumaxart/2136954043/   SWOT 5-Forces PEST
What? Timelines and  Responsibilities Image Source:  http://www.flickr.com/photos/chanceprojects/4387500299/
WHO? Yes this really IS important
Who? <ul><li>Role based responsibilities </li></ul><ul><ul><li>Listeners </li></ul></ul><ul><ul><li>Researchers </li></ul>...
Who? Digital Native  ≠ Best Communicator Image Source:  http://www.marketingpilgrim.com/wp-content/uploads/2009/06/habitat...
Who? Listeners Researchers Image Sources:  http://www.flickr.com/photos/renneville/3202443193/  and   http://autocompletem...
Who? Writers Service & Support Image Source:  http://www.flickr.com/photos/laffy4k/441037582/  and  http://twitter.com/ajg...
HOW AND WHEN?
How and When? <ul><li>Metrics </li></ul><ul><ul><li>Aligned with strategy </li></ul></ul><ul><ul><li>Don’t waste time meas...
How and When? What are we  measuring? Image Source:  http://www.flickr.com/photos/kevingessner/3467725637/
How and When? Followers  ≠ Sales OR Brand Awareness Image Source:  http://www.purchasetwitterfriends.com/
How and When? When should we review strategy? How often should we review it? Image Source:  http://www.flickr.com/photos/k...
FURTHER ADVICE
Further advice <ul><li>Tech blogs  </li></ul><ul><li>Metrics companies (Eg: Trovis, Commetrics) </li></ul><ul><li>Social m...
Further advice AVOID: Social Media 'Experts'  who have only been involved in  the sector for less than 2 years. Image Sour...
Further advice <ul><li>Joanne Jacobs </li></ul><ul><li>Social Media Expert Consultant </li></ul><ul><li>Email: joanne@joan...
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Being social jjacobs

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Presentation at Being Social, 13 May 2010, London

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Transcript of "Being social jjacobs"

  1. 1. doing social Execution & Strategy for Being Social Joanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs.net Twitter: joannejacobs Phone: (+44) 07948 318 298
  2. 2. Index <ul><li>Why? Strategy Objectives </li></ul><ul><li>Where? Which social media </li></ul><ul><li>What? Basics of Strategic planning </li></ul><ul><li>Who? Manning a social media strategy </li></ul><ul><li>How and When? Metrics, review scheduling </li></ul><ul><li>Further advice </li></ul>
  3. 3. WHY?
  4. 4. Why? <ul><li>Strategy objectives </li></ul><ul><ul><li>What are our social media objectives? </li></ul></ul><ul><ul><li>What does success and failure look like? </li></ul></ul><ul><ul><li>How does this fit with overall business strategy </li></ul></ul>
  5. 5. Why? What are our social media objectives? Why are we using social tools? Image Source: http://www.flickr.com/photos/extranoise/350901033 /
  6. 6. Why? What does success look like? What does failure look like? Image Sources: http://failblog.org/2010/03/03/slide-fail-3/ and http://succeedblog.org/post/428832053/rainbow-shutters-succeed
  7. 7. Why? How does social fit in with the overall business strategy? Image Source: http://www.flickr.com/photos/pshan427/2331162310/
  8. 8. WHERE?
  9. 9. Where? <ul><li>Which social media? </li></ul><ul><ul><li>FB: sustaining existing networks </li></ul></ul><ul><ul><li>LinkedIn: corporate audience </li></ul></ul><ul><ul><li>Twitter: low barrier to participation </li></ul></ul><ul><ul><li>2 nd Life: high entry barrier </li></ul></ul><ul><li>What devices are being used? </li></ul><ul><ul><li>Netbooks </li></ul></ul><ul><ul><li>Smart phones </li></ul></ul><ul><ul><li>Internet-integrated HDTVs </li></ul></ul>
  10. 10. Where? Which social media tools? Image Source: http://www.flickr.com/photos/webtreatsetc/4091128553/
  11. 11. Where? What about virtual worlds? Image Source: http://www.flickr.com/photos/hiperia3d/2921668129/
  12. 12. Where? What devices? Image Source: http://www.flickr.com/photos/kerryvaughan/3195272449/
  13. 13. WHAT?
  14. 14. What? <ul><li>Strategic plan components </li></ul><ul><ul><li>Vision/Mission </li></ul></ul><ul><ul><li>Market analysis (Social status quo) </li></ul></ul><ul><ul><li>SWOT (Opportunities analysis) </li></ul></ul><ul><ul><li>5 Forces (Supplier analysis) </li></ul></ul><ul><ul><li>PEST (outside forces) </li></ul></ul><ul><li>Show how this fits with overall biz strategy </li></ul>
  15. 15. What? What does a strategic plan involve? Image Source: http://thebasicsofbusiness.com/images/dilbert%20strategy%20cartoon.jpg
  16. 16. What? Analyses Image Source: http://www.flickr.com/photos/lumaxart/2136954043/ SWOT 5-Forces PEST
  17. 17. What? Timelines and Responsibilities Image Source: http://www.flickr.com/photos/chanceprojects/4387500299/
  18. 18. WHO? Yes this really IS important
  19. 19. Who? <ul><li>Role based responsibilities </li></ul><ul><ul><li>Listeners </li></ul></ul><ul><ul><li>Researchers </li></ul></ul><ul><ul><li>Writers </li></ul></ul><ul><ul><li>Responders </li></ul></ul><ul><li>Don’t assume ‘young’ = ‘digital native’ or right person for the job </li></ul>
  20. 20. Who? Digital Native ≠ Best Communicator Image Source: http://www.marketingpilgrim.com/wp-content/uploads/2009/06/habitatuk-twitter-search-hasthtags1.jpg
  21. 21. Who? Listeners Researchers Image Sources: http://www.flickr.com/photos/renneville/3202443193/ and http://autocompleteme.com/2010/03/16/funny-autocompletes-some-useful-advice/
  22. 22. Who? Writers Service & Support Image Source: http://www.flickr.com/photos/laffy4k/441037582/ and http://twitter.com/ajgaskin/statuses/10564778429
  23. 23. HOW AND WHEN?
  24. 24. How and When? <ul><li>Metrics </li></ul><ul><ul><li>Aligned with strategy </li></ul></ul><ul><ul><li>Don’t waste time measuring things you don’t need </li></ul></ul><ul><ul><li>Don’t assume followers, brand recall = conversions/sales </li></ul></ul><ul><li>When to review strategy/performance criteria </li></ul>
  25. 25. How and When? What are we measuring? Image Source: http://www.flickr.com/photos/kevingessner/3467725637/
  26. 26. How and When? Followers ≠ Sales OR Brand Awareness Image Source: http://www.purchasetwitterfriends.com/
  27. 27. How and When? When should we review strategy? How often should we review it? Image Source: http://www.flickr.com/photos/kio/61959361/
  28. 28. FURTHER ADVICE
  29. 29. Further advice <ul><li>Tech blogs </li></ul><ul><li>Metrics companies (Eg: Trovis, Commetrics) </li></ul><ul><li>Social media professionals groups (Eg: Tuttle) </li></ul>Image Source: http://www.techcrunch.com/ , http://mashable.com/ and http://www.readwriteweb.com/
  30. 30. Further advice AVOID: Social Media 'Experts' who have only been involved in the sector for less than 2 years. Image Source: http://www.google.com/
  31. 31. Further advice <ul><li>Joanne Jacobs </li></ul><ul><li>Social Media Expert Consultant </li></ul><ul><li>Email: joanne@joannejacobs.net </li></ul><ul><li>Blog: http://joannejacobs.net/ </li></ul><ul><li>Twitter: joannejacobs </li></ul><ul><li>Skype: bgsbjj </li></ul><ul><li>Skype-in: (+44) 0208 144 9348 </li></ul><ul><li>Mob: (+44) 07948 318 298 </li></ul>
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