Strategic Social Media Management<br />Kami Watson Huyse, APR<br />
The More Things Change…<br />
The More They Stay the Same<br />
“You can’t take something off of the Internet.  That’s like trying to take pee out of a swimming pool.”<br /><ul><li>Joe R...
Risks and opportunities<br />
10 Risks of Engagement<br />From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4<br />
On Lawyers…<br />“The Best Way to Deal with Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out ...
48 Hours<br />
“There is a segment of the population that wants you to put on a microphone and a webcam and describe what you’re doing as...
Costs of “Sitting it Out”<br />From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5<br />
Altimeter 2009<br />
Touch points<br />
The BEEHIVE<br />Build<br />Eavesdrop<br />Echo<br />Socialize<br />
The Connected Company<br />From “The 5 Competencies of the Connected Corporation,” Communication Overtones, http://twurl.n...
Listen<br />Free tools: Google Blogs, RSS feeds loaded into Google Reader, FeedDemon<br />Paid Tools: Radian 6, DIY Dashbo...
Participate<br /><ul><li>Join
Comment
Cross link
Build relationships
Find your community</li></li></ul><li>
The Internal Team<br />
On Junior Staff…<br />agilliam Says: October 12, 2008 at 9:33 am<br />“I find it interesting that social media is somethin...
Conversation Starters<br />@lettergirl<br />#journchat<br />
Social Etiquette <br />1. Authenticity<br />2. Privacy<br />3. Disclosure<br />4. Truthfulness<br />5. Credit<br />Adapted...
Contribute<br /><ul><li>Content
Values/Culture
Experiences
Resources</li></li></ul><li>From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r<br />
“Ask not what your [community] can do for you, but what you can do for your [community]”<br />
Case studies<br />
@netsolcares<br />Customer Service<br />
NetSol Evaluation<br />
Social Hub<br />
Thought Leadership<br />
Aggregation<br />
Informative “Best Friend”<br />
Exclusive Offers<br />
Access<br />
Tactics and Tools<br />
Seven Types of Social Media<br />From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz<...
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Strategic Social Media Management 2009

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With the exploding growth of social media, the need to apply strategic thinking to your public relations and communications campaigns has never been more critical.

* A clear cultural understanding is needed to communicate with social media tools.
* A framework for using social media in business continuity planning.
* An overview of how to choose the right social media tools to meet your objectives.
* A plan of attack to start incorporating social media in your campaigns.
* Knowledge on how to transition your communications experience and know-how to social media.
* How to manage a successful social media campaign.

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  • Social Media and NetworkingPowerful tools + Easy to use = Everyone can create content
  • People are driven to share and communicate their opinions and insights with each other
  • Your brand is not defined by youEdelman trust baramoter
  • Negative Comments. LIKELY 100Loss of Control Over the Message. LIKELY 80Neglect. LIKELY 50Misunderstanding the Culture of the blogosphere. LIKELY 35Unprepared or Loose-Cannon Employees. POSSIBLE 15Fueling a Firememe of Criticism. POSSIBLE 15Legal Liabilities. UNLIKELY 2Losing the Farm. UNLIKELY 2Negative Impact on Stock Price. UNLIKELY 1 Tort Lawsuits. UNLIKELY 1
  • “If you were a reader of Twitter on Tuesday night you would think we were doing a bad job.”
  • Need a hive/homebaseMutually beneficialCross pollinatingSocial, 2-way
  • Connected or In The Loop: An ability to cater to an heightened customer expectation for a company to listen and respond in real time Nimble: A process in place to incrementally release anticipated information, instead of waiting for everything to be perfect Responsive: The ability to accelerate solutions to customer problems Organized: Tightly integrated internal collaboration to bypass antiquated bureaucracy Accountable: Accountability by internal players to both the business objectives of the company and the needs of the stakeholder
  • Robot and Rob at RackspaceTeam at SeaWorld, cross-discipline teamNetSol, Shashi, contractors and Raj
  • Strategy: customer service and resourcesTo listen and respond to customer complaintsTo reach out to critics of the companyTo contribute to the community with value-added services and resourcesSince June 2008, there has been a 10 percent drop in negative comments and posts Since June 2008, there has been a 22 percent increase in positive mentions32 influential web design and social media stars participated in the professional development video
  • Strategy: The gathering place for the Twitterati in HoustonMom2summit discounts, DM orders to go, etc
  • Strategy: Build credibility online for Cary and eDrugSearchTactics: Blog, Healthcare 100
  • Strategy: Personal Connection
  • DellOutlet is lucrative. Many more millions were made from those that went to buy non-discounted merchandise
  • Senator Obama gave BlogHer an exclusive interview
  • Transcript of "Strategic Social Media Management 2009"

    1. 1. Strategic Social Media Management<br />Kami Watson Huyse, APR<br />
    2. 2. The More Things Change…<br />
    3. 3. The More They Stay the Same<br />
    4. 4. “You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.”<br /><ul><li>Joe Ragan, Newsradio</li></ul>As quoted in “Groundswell” by Charlene Li and Josh Bernoff<br />
    5. 5. Risks and opportunities<br />
    6. 6. 10 Risks of Engagement<br />From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4<br />
    7. 7. On Lawyers…<br />“The Best Way to Deal with Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.”<br />- Guy Kawaski, “The Art of Partnering”<br />
    8. 8. 48 Hours<br />
    9. 9. 48 Hours<br />
    10. 10. “There is a segment of the population that wants you to put on a microphone and a webcam and describe what you’re doing as you are doing it. They want you to describe how you are putting out the fire.”<br />Tim McIntyre<br />Vice President, Communications<br />Domino’s Pizza<br />Strategist, Summer 2009<br />
    11. 11. Incremental<br />
    12. 12. Costs of “Sitting it Out”<br />From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5<br />
    13. 13. Altimeter 2009<br />
    14. 14. Touch points<br />
    15. 15. The BEEHIVE<br />Build<br />Eavesdrop<br />Echo<br />Socialize<br />
    16. 16. The Connected Company<br />From “The 5 Competencies of the Connected Corporation,” Communication Overtones, http://twurl.nl/ojcxsv<br />
    17. 17. Listen<br />Free tools: Google Blogs, RSS feeds loaded into Google Reader, FeedDemon<br />Paid Tools: Radian 6, DIY Dashboard, BuzzStream, Legacy Brands<br />
    18. 18.
    19. 19. Participate<br /><ul><li>Join
    20. 20. Comment
    21. 21. Cross link
    22. 22. Build relationships
    23. 23. Find your community</li></li></ul><li>
    24. 24. The Internal Team<br />
    25. 25. On Junior Staff…<br />agilliam Says: October 12, 2008 at 9:33 am<br />“I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by MySpace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”<br />
    26. 26. Conversation Starters<br />@lettergirl<br />#journchat<br />
    27. 27. Social Etiquette <br />1. Authenticity<br />2. Privacy<br />3. Disclosure<br />4. Truthfulness<br />5. Credit<br />Adapted from David Scott Meerman, The New Rules of Marketing and PR<br />
    28. 28. Contribute<br /><ul><li>Content
    29. 29. Values/Culture
    30. 30. Experiences
    31. 31. Resources</li></li></ul><li>From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r<br />
    32. 32. “Ask not what your [community] can do for you, but what you can do for your [community]”<br />
    33. 33. Case studies<br />
    34. 34. @netsolcares<br />Customer Service<br />
    35. 35. NetSol Evaluation<br />
    36. 36. Social Hub<br />
    37. 37. Thought Leadership<br />
    38. 38. Aggregation<br />
    39. 39. Informative “Best Friend”<br />
    40. 40. Exclusive Offers<br />
    41. 41. Access<br />
    42. 42. Tactics and Tools<br />
    43. 43. Seven Types of Social Media<br />From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz<br />
    44. 44. Hot Online Communities<br /><ul><li>Facebook
    45. 45. Twitter
    46. 46. LinkedIn
    47. 47. Plaxo
    48. 48. Ning
    49. 49. BlogHer
    50. 50. Kirtsy
    51. 51. Digg</li></li></ul><li>BIBLIOGRAPHY<br />Naked Conversations, Robert Scoble and Shel Israel<br />The New Rules of Marketing and PR, David Scott Meerman<br />Measuring Public Relationships: The Data-Driven Communicators Guide to Success, KD Paine (purchase at www.measureofsuccess.com)<br />Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back, RohitBhargava<br />Groundswell, Charlene Li and Josh Bernoff<br />Twitterville, by Shel Israel<br />
    52. 52. Kami Watson Huyse, APR<br />Phone: (713) 568-5750<br />E-mail: kami@myprpro.com<br />Twitter: kamichat<br />Blog: Communication Overtones<br />Web site: www.myprpro.com<br />

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