The Running Event

  • 1,480 views
Uploaded on

My presentation on social media at The Running Event.

My presentation on social media at The Running Event.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,480
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
84
Comments
0
Likes
3

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. HARNESSING THE POWER OF SOCIAL MEDIA The Running Event November 10, 2009
  • 2. 2
  • 3. Can you harness the power of social media? Should you?
  • 4. “There is no demand for messages.” – Doc Searls, The Cluetrain Manifesto
  • 5. $400B 3000 83 % 50 %
  • 6. CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS
  • 7. CONTENT & CONVERSATION
  • 8. CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS
  • 9. CORPORATE MASS NICHE SOCIAL NETWORKS
  • 10. CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS
  • 11. MEDIA SHARING
  • 12. 3 STEP SOCIAL MEDIA STRATEGY
  • 13. LISTEN & LEARN PLAN ENGAGE
  • 14. STEP 1: LISTEN & LEARN ‣ Find conversations currently taking place about the brand and category ‣ Quantitative analysis ‣ Qualitative analysis
  • 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. http://mashable.com/2008/08/20/tiger-woods-walk-on-water/
  • 17. STEP 2: PLAN ‣ Social media policy
  • 18. STEP 2: PLAN ‣ Social media policy ‣ Monitoring plan
  • 19. Spark Social Media Monitoring, Analysis & Metrics 6.4.2009 ©SPIRAL 16 LLC 29
  • 20. STEP 2: PLAN ‣ Social media policy ‣ Monitoring plan ‣ Response plan
  • 21. Do Nothing Credibility Influence Engage Velocity Fix Facts Relevance Reach Rectify 31
  • 22. STEP 2: PLAN ‣ Social media policy ‣ Monitoring plan ‣ Response plan ‣ Engagement plan
  • 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. STEP 3: ENGAGE ‣ Learn from customers
  • 25. STEP 3: ENGAGE ‣ Learn from customers ‣ Engage dissatisfied customers
  • 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. STEP 3: ENGAGE ‣ Learn from customers ‣ Engage dissatisfied customers ‣ Create community to educate
  • 28. STEP 3: ENGAGE ‣ Learn from customers ‣ Engage dissatisfied customers ‣ Create community to educate ‣ Energize word of mouth
  • 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. STEP 3: ENGAGE ‣ Learn from customers ‣ Engage dissatisfied customers ‣ Create community to educate ‣ Energize word of mouth ‣ Co-create
  • 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. 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