HARNESSING THE POWER
OF SOCIAL MEDIA
The Running Event
November 10, 2009
2
Can you harness
the power of
social media?
Should you?
“There is no
 demand for
 messages.”
      – Doc Searls, The Cluetrain Manifesto
$400B
3000
83 %
50 %
CONTENT & CONVERSATION




 MEDIA                     SOCIAL
SHARING                   NETWORKS
CONTENT & CONVERSATION
CONTENT & CONVERSATION




 MEDIA                     SOCIAL
SHARING                   NETWORKS
CORPORATE
        MASS




NICHE




                        SOCIAL
                       NETWORKS
CONTENT & CONVERSATION




 MEDIA                     SOCIAL
SHARING                   NETWORKS
MEDIA
SHARING
3 STEP
SOCIAL MEDIA
STRATEGY
LISTEN & LEARN
PLAN
ENGAGE
STEP 1: LISTEN & LEARN
‣ Find conversations currently
  taking place about the brand
  and category
  ‣ Quantitative analy...
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
STEP 2: PLAN
 ‣ Social media policy
 ‣ Monitoring plan
Spark Social Media Monitoring, Analysis & Metrics
6.4.2009




           ©SPIRAL 16 LLC                           29
STEP 2: PLAN
 ‣ Social media policy
 ‣ Monitoring plan
 ‣ Response plan
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
‣   Learn from customers
STEP 3: ENGAGE
‣   Learn from customers
‣   Engage dissatisfied customers
“The good news is that
      shortly after posting my piece I heard
   from Dave Finnegan, Build-A-Bear’s "Chief on
      ...
STEP 3: ENGAGE
‣   Learn from customers
‣   Engage dissatisfied customers
‣   Create community to educate
STEP 3: ENGAGE
‣   Learn from customers
‣   Engage dissatisfied customers
‣   Create community to educate
‣   Energize wor...
FREE FLOAT NIGHT
          ‣   Twitter outreach
          ‣   “Sonic” was the #2 trend on Twitter;
              Approx. 8...
STEP 3: ENGAGE
‣   Learn from customers
‣   Engage dissatisfied customers
‣   Create community to educate
‣   Energize wor...
“You can choose not to
 engage in social media,
 but you’ll still be talked
 about in the space.
 Benefits come from being...
THANK YOU
JEFF RISLEY
Email: jrisley@barkleyus.com
Blog: http://risleyranch.blogs.com
Twitter: http://twitter.com/RisleyRa...
Harnessing the power of social media
Harnessing the power of social media
Harnessing the power of social media
Harnessing the power of social media
Harnessing the power of social media
Harnessing the power of social media
Harnessing the power of social media
Harnessing the power of social media
Harnessing the power of social media
Harnessing the power of social media
Harnessing the power of social media
Harnessing the power of social media
Harnessing the power of social media
Harnessing the power of social media
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Harnessing the power of social media

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A presentation I gave at The Running Event, a trade show for running retail stores.

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Harnessing the power of social media

  1. 1. HARNESSING THE POWER OF SOCIAL MEDIA The Running Event November 10, 2009
  2. 2. 2
  3. 3. Can you harness the power of social media? Should you?
  4. 4. “There is no demand for messages.” – Doc Searls, The Cluetrain Manifesto
  5. 5. $400B 3000 83 % 50 %
  6. 6. CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS
  7. 7. CONTENT & CONVERSATION
  8. 8. CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS
  9. 9. CORPORATE MASS NICHE SOCIAL NETWORKS
  10. 10. CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS
  11. 11. MEDIA SHARING
  12. 12. 3 STEP SOCIAL MEDIA STRATEGY
  13. 13. LISTEN & LEARN PLAN ENGAGE
  14. 14. STEP 1: LISTEN & LEARN ‣ Find conversations currently taking place about the brand and category ‣ Quantitative analysis ‣ Qualitative analysis
  15. 15. 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
  16. 16. http://mashable.com/2008/08/20/tiger-woods-walk-on-water/
  17. 17. STEP 2: PLAN ‣ Social media policy
  18. 18. STEP 2: PLAN ‣ Social media policy ‣ Monitoring plan
  19. 19. Spark Social Media Monitoring, Analysis & Metrics 6.4.2009 ©SPIRAL 16 LLC 29
  20. 20. STEP 2: PLAN ‣ Social media policy ‣ Monitoring plan ‣ Response plan
  21. 21. Do Nothing Credibility Influence Engage Velocity Fix Facts Relevance Reach Rectify 31
  22. 22. STEP 2: PLAN ‣ Social media policy ‣ Monitoring plan ‣ Response plan ‣ Engagement plan
  23. 23. 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?
  24. 24. STEP 3: ENGAGE ‣ Learn from customers
  25. 25. STEP 3: ENGAGE ‣ Learn from customers ‣ Engage dissatisfied customers
  26. 26. “The good news is that shortly after posting my piece I heard from Dave Finnegan, Build-A-Bear’s "Chief on  Monitoring caught blog story InBearmation Officer." Kitschy executive ZDNET.com (1.4M visitors designations aside, you’ve got to beabout privacy practices monthly) impressed by a company that responds soone day, it spread to other  In highquickly, directly, traffic sites and receptively to criticism; I am,The (BoingBoing.net; Consumerist) anyway.”  Sent a response directly to Denise Howell  Outreach resulted in a positive follow-up blog post
  27. 27. STEP 3: ENGAGE ‣ Learn from customers ‣ Engage dissatisfied customers ‣ Create community to educate
  28. 28. STEP 3: ENGAGE ‣ Learn from customers ‣ Engage dissatisfied customers ‣ Create community to educate ‣ Energize word of mouth
  29. 29. 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”
  30. 30. STEP 3: ENGAGE ‣ Learn from customers ‣ Engage dissatisfied customers ‣ Create community to educate ‣ Energize word of mouth ‣ Co-create
  31. 31. “You can choose not to engage in social media, but you’ll still be talked about in the space. Benefits come from being involved in the conversations.”
  32. 32. THANK YOU JEFF RISLEY Email: jrisley@barkleyus.com Blog: http://risleyranch.blogs.com Twitter: http://twitter.com/RisleyRanch LinkedIn: http://www.linkedin.com/in/jeffhrisley Del.icio.us: http://del.icio.us/RisleyRanch
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