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HARNESSING
THE POWER OF
SOCIAL MEDIA
JEFF RISLEY
VP, PR & SOCIAL MEDIA
Can you harness
the power of
social media?

Should you?
                  2
1) Engagement
2) Tools

                3
Conversations that
build relationships
between companies
and stakeholders.

                      4
Conversations that
build relationships
between companies
and stakeholders.

                      5
Conversations that
build relationships
between companies
and stakeholders.

                      6
Conversations that
build relationships
between companies
and stakeholders.

                      7
8
CONTENT & CONVERSATION




 MEDIA                 SOCIAL
SHARING               NETWORKS


                                ...
CONTENT & CONVERSATION




                         10
“...I'd like to build the shower
base with complimenting ceramic
 tile, but I'm not sure how to do
             this prope...
CONTENT & CONVERSATION




 MEDIA                 SOCIAL
SHARING               NETWORKS


                                ...
MASS
        CORPORATE




NICHE




               SOCIAL
              NETWORKS


                         13
14
CONTENT & CONVERSATION




 MEDIA                 SOCIAL
SHARING               NETWORKS


                                ...
MEDIA
SHARING


          16
3 Step
Social Media
Strategy
               18
LISTEN & LEARN
PLAN
ENGAGE
                 19
Step 1: Listen & Learn

•   Find conversations currently taking place
    about your company and category
    •   Quantita...
VIDEO
Google video, Yahoo, Youtube,
Grouper, Break, Dailymotion,
          Metacafe



       BLOGS/
       BOARDS
 Boardr...
http://mashable.com/2008/08/20/tiger-woods-walk-on-water/
Step 2: Plan

•   Social media policy




                          24
25
Step 2: Plan

•   Social media policy
•   Monitoring plan




                          26
Spark Social Media Monitoring, Analysis & Metrics
                              6.4.2009




©SPIRAL 16 LLC               ...
Step 2: Plan

•   Social media policy
•   Monitoring plan
•   Response plan




                          28
Do Nothing


    Credibility              Influence


Engage            Velocity            Fix Facts


    Relevance      ...
Step 2: Plan

•   Social media policy
•   Monitoring plan
•   Response plan
•   Engagement plan




                      ...
Strategic Questions

1. What are the attitudes of key stakeholders about
the importance of social media?
2. Audit findings...
Step 3: Engage




                 32
Step 3: Engage
Engagement Strategies:
1. Learn from customers and consumers




                                        33
Online reviews




                 34
Step 3: Engage
Engagement Strategies:
1. Learn from customers and consumers
2. Generate leads




                        ...
•    Most early adopters
                                                                     generating 5% of
           ...
Step 3: Engage
Engagement Strategies:
1. Learn from customers and consumers
2. Generate leads
3. Engage dissatisfied custo...
Build-A-Bear Workshop
           “The good news is that
              shortly after posting my piece I heard
           fr...
Step 3: Engage
Engagement Strategies:
1. Learn from customers and consumers
2. Generate leads
3. Engage dissatisfied custo...
40
Step 3: Engage
Engagement Strategies:
1. Learn from customers and consumers
2. Generate leads
3. Engage dissatisfied custo...
Free Float Night
        •   Twitter outreach
        •   “Sonic” was the #2 trend on
            Twitter; Approx. 8,000 T...
“You’re in a new
place. The bad news:
There are no maps.
The good news? You
are the mapmaker.”
Shoshana Zuboff, former Har...
jrisley@barkleyus.com
 twitter.com/risleyranch
 risleyranch.blogs.com
 delicious.com/risleyranch

 THANK YOU!


JEFF RISLE...
Ceramic Tile Distributors Association Social Media
Ceramic Tile Distributors Association Social Media
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Ceramic Tile Distributors Association Social Media

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A presentation I gave to the Ceramic Tile Distributors Association on the basics of social media

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Transcript of "Ceramic Tile Distributors Association Social Media"

  1. 1. HARNESSING THE POWER OF SOCIAL MEDIA JEFF RISLEY VP, PR & SOCIAL MEDIA
  2. 2. Can you harness the power of social media? Should you? 2
  3. 3. 1) Engagement 2) Tools 3
  4. 4. Conversations that build relationships between companies and stakeholders. 4
  5. 5. Conversations that build relationships between companies and stakeholders. 5
  6. 6. Conversations that build relationships between companies and stakeholders. 6
  7. 7. Conversations that build relationships between companies and stakeholders. 7
  8. 8. 8
  9. 9. CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS 9
  10. 10. CONTENT & CONVERSATION 10
  11. 11. “...I'd like to build the shower base with complimenting ceramic tile, but I'm not sure how to do this properly.” 11
  12. 12. CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS 12
  13. 13. MASS CORPORATE NICHE SOCIAL NETWORKS 13
  14. 14. 14
  15. 15. CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS 15
  16. 16. MEDIA SHARING 16
  17. 17. 3 Step Social Media Strategy 18
  18. 18. LISTEN & LEARN PLAN ENGAGE 19
  19. 19. Step 1: Listen & Learn • Find conversations currently taking place about your company and category • Quantitative analysis • Qualitative analysis 20
  20. 20. VIDEO Google video, Yahoo, Youtube, Grouper, Break, Dailymotion, Metacafe BLOGS/ BOARDS Boardreader, Google alerts, Live, Technorati, Icerocket TWITTER Twemes, Tweetscan, Dittes, Telewebber, Terraminds DIY SERVICES
  21. 21. http://mashable.com/2008/08/20/tiger-woods-walk-on-water/
  22. 22. Step 2: Plan • Social media policy 24
  23. 23. 25
  24. 24. Step 2: Plan • Social media policy • Monitoring plan 26
  25. 25. Spark Social Media Monitoring, Analysis & Metrics 6.4.2009 ©SPIRAL 16 LLC 27
  26. 26. Step 2: Plan • Social media policy • Monitoring plan • Response plan 28
  27. 27. Do Nothing Credibility Influence Engage Velocity Fix Facts Relevance Reach Rectify 29
  28. 28. Step 2: Plan • Social media policy • Monitoring plan • Response plan • Engagement plan 30
  29. 29. Strategic Questions 1. What are the attitudes of key stakeholders about the importance of social media? 2. Audit findings • What is your target audience doing in social media? • What are competitors doing in social media? 3. What topics are relevant to your target audience? • Product? Offers? Promotions? Brand? 4. How will we measure results? 31
  30. 30. Step 3: Engage 32
  31. 31. Step 3: Engage Engagement Strategies: 1. Learn from customers and consumers 33
  32. 32. Online reviews 34
  33. 33. Step 3: Engage Engagement Strategies: 1. Learn from customers and consumers 2. Generate leads 35
  34. 34. • Most early adopters generating 5% of leads through social media • 35% expect social media leads to increase by 1%-5% over next 12 months • Joining/participating in industry groups (25%) • Starting conversations on industry topics (25%) • Answering questions on industry topics (23%) “The Social Strategy for Driving Demand,” DemandGen, June 2009 36
  35. 35. Step 3: Engage Engagement Strategies: 1. Learn from customers and consumers 2. Generate leads 3. Engage dissatisfied customers and consumers 37
  36. 36. Build-A-Bear Workshop “The good news is that shortly after posting my piece I heard from Dave Finnegan, Build-A-Bear’s "Chief InBearmation Officer."Monitoringexecutive story • Kitschy caught blog designations aside, you’ve got ZDNET.com (1.4M by on visitors be impressed to monthly) about a company that responds so quickly, directly, privacy practices and receptively to criticism; Iitam, to other • In one day, spread anyway.” traffic sites The high (BoingBoing.net; Consumerist) • Sent a response directly to Denise Howell, high profile attorney/tech blogger • Outreach resulted in a positive follow-up blog post 38
  37. 37. Step 3: Engage Engagement Strategies: 1. Learn from customers and consumers 2. Generate leads 3. Engage dissatisfied customers and consumers 4. Create community to educate about your products and services 39
  38. 38. 40
  39. 39. Step 3: Engage Engagement Strategies: 1. Learn from customers and consumers 2. Generate leads 3. Engage dissatisfied customers and consumers 4. Create community to educate about your products and services 5. Identify influencers; energize their w.o.m. 41
  40. 40. Free Float Night • Twitter outreach • “Sonic” was the #2 trend on Twitter; Approx. 8,000 Tweets in 24-hour period • 5 million floats; double 2007 • June evening sales increased • Increased awareness of Sonic as “late-night destination” 42
  41. 41. “You’re in a new place. The bad news: There are no maps. The good news? You are the mapmaker.” Shoshana Zuboff, former Harvard B-School Prof and author of The Support Economy 43
  42. 42. jrisley@barkleyus.com twitter.com/risleyranch risleyranch.blogs.com delicious.com/risleyranch THANK YOU! JEFF RISLEY VP, PR & SOCIAL MEDIA
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