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Being social jjacobs

Being social jjacobs



Presentation at Being Social, 13 May 2010, London

Presentation at Being Social, 13 May 2010, London



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    Being social jjacobs Being social jjacobs Presentation Transcript

    • doing social Execution & Strategy for Being Social Joanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs.net Twitter: joannejacobs Phone: (+44) 07948 318 298
    • Index
      • Why? Strategy Objectives
      • Where? Which social media
      • What? Basics of Strategic planning
      • Who? Manning a social media strategy
      • How and When? Metrics, review scheduling
      • Further advice
    • WHY?
    • Why?
      • Strategy objectives
        • What are our social media objectives?
        • What does success and failure look like?
        • How does this fit with overall business strategy
    • Why? What are our social media objectives? Why are we using social tools? Image Source: http://www.flickr.com/photos/extranoise/350901033 /
    • 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
    • Why? How does social fit in with the overall business strategy? Image Source: http://www.flickr.com/photos/pshan427/2331162310/
    • WHERE?
    • Where?
      • Which social media?
        • FB: sustaining existing networks
        • LinkedIn: corporate audience
        • Twitter: low barrier to participation
        • 2 nd Life: high entry barrier
      • What devices are being used?
        • Netbooks
        • Smart phones
        • Internet-integrated HDTVs
    • 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?
      • Strategic plan components
        • Vision/Mission
        • Market analysis (Social status quo)
        • SWOT (Opportunities analysis)
        • 5 Forces (Supplier analysis)
        • PEST (outside forces)
      • Show how this fits with overall biz strategy
    • What? What does a strategic plan involve? Image Source: http://thebasicsofbusiness.com/images/dilbert%20strategy%20cartoon.jpg
    • 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?
      • Role based responsibilities
        • Listeners
        • Researchers
        • Writers
        • Responders
      • Don’t assume ‘young’ = ‘digital native’ or right person for the job
    • Who? Digital Native ≠ Best Communicator Image Source: http://www.marketingpilgrim.com/wp-content/uploads/2009/06/habitatuk-twitter-search-hasthtags1.jpg
    • Who? Listeners Researchers Image Sources: http://www.flickr.com/photos/renneville/3202443193/ and http://autocompleteme.com/2010/03/16/funny-autocompletes-some-useful-advice/
    • Who? Writers Service & Support Image Source: http://www.flickr.com/photos/laffy4k/441037582/ and http://twitter.com/ajgaskin/statuses/10564778429
    • How and When?
      • Metrics
        • Aligned with strategy
        • Don’t waste time measuring things you don’t need
        • Don’t assume followers, brand recall = conversions/sales
      • When to review strategy/performance criteria
    • 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/kio/61959361/
    • Further advice
      • Tech blogs
      • Metrics companies (Eg: Trovis, Commetrics)
      • Social media professionals groups (Eg: Tuttle)
      Image Source: http://www.techcrunch.com/ , http://mashable.com/ and http://www.readwriteweb.com/
    • 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/
    • Further advice
      • Joanne Jacobs
      • Social Media Expert Consultant
      • Email: joanne@joannejacobs.net
      • Blog: http://joannejacobs.net/
      • Twitter: joannejacobs
      • Skype: bgsbjj
      • Skype-in: (+44) 0208 144 9348
      • Mob: (+44) 07948 318 298