Being social jjacobs
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Being social jjacobs

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Presentation at Being Social, 13 May 2010, London

Presentation at Being Social, 13 May 2010, London

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Transcript

  • 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. 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
  • 3. WHY?
  • 4. Why?
    • Strategy objectives
      • What are our social media objectives?
      • What does success and failure look like?
      • How does this fit with overall business strategy
  • 5. Why? What are our social media objectives? Why are we using social tools? Image Source: http://www.flickr.com/photos/extranoise/350901033 /
  • 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. Why? How does social fit in with the overall business strategy? Image Source: http://www.flickr.com/photos/pshan427/2331162310/
  • 8. WHERE?
  • 9. 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
  • 10. Where? Which social media tools? Image Source: http://www.flickr.com/photos/webtreatsetc/4091128553/
  • 11. Where? What about virtual worlds? Image Source: http://www.flickr.com/photos/hiperia3d/2921668129/
  • 12. Where? What devices? Image Source: http://www.flickr.com/photos/kerryvaughan/3195272449/
  • 13. WHAT?
  • 14. 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
  • 15. What? What does a strategic plan involve? Image Source: http://thebasicsofbusiness.com/images/dilbert%20strategy%20cartoon.jpg
  • 16. What? Analyses Image Source: http://www.flickr.com/photos/lumaxart/2136954043/ SWOT 5-Forces PEST
  • 17. What? Timelines and Responsibilities Image Source: http://www.flickr.com/photos/chanceprojects/4387500299/
  • 18. WHO? Yes this really IS important
  • 19. Who?
    • Role based responsibilities
      • Listeners
      • Researchers
      • Writers
      • Responders
    • Don’t assume ‘young’ = ‘digital native’ or right person for the job
  • 20. Who? Digital Native ≠ Best Communicator Image Source: http://www.marketingpilgrim.com/wp-content/uploads/2009/06/habitatuk-twitter-search-hasthtags1.jpg
  • 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. Who? Writers Service & Support Image Source: http://www.flickr.com/photos/laffy4k/441037582/ and http://twitter.com/ajgaskin/statuses/10564778429
  • 23. HOW AND WHEN?
  • 24. 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
  • 25. How and When? What are we measuring? Image Source: http://www.flickr.com/photos/kevingessner/3467725637/
  • 26. How and When? Followers ≠ Sales OR Brand Awareness Image Source: http://www.purchasetwitterfriends.com/
  • 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. FURTHER ADVICE
  • 29. 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/
  • 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. 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