Strategic Social Media Management 2009

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5 comments

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+ Kami Huyse 2 months ago
Thought I would add the companion blog post to this presentation:
http://overtonecomm.blogspot.com/2009/09/5-ws-of-social-media-strategy.html
+ Deb Nystrom 2 months ago
I will share this as well. Very helpful combination of research and examples. Your Dominoes example hits home. Corporate is located here in Ann Arbor, Michigan. -DN
+ Ken Burbary 2 months ago
Nicely done preso Kami, enjoyed it and just shared it
+ Kami Huyse 2 months ago
Thanks Leo, I had no idea this would hit the front page of Slideshare today, I just embedded the videos to enhance it.
+ Leo Zalki 2 months ago
Wonderful Show, KEEP UP the good work.

Notes on slide 1

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

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Strategic Social Media Management 2009 - Presentation Transcript

Strategic Social Media Management
Kami Watson Huyse, APR
The More Things Change…
The More They Stay the Same
“You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.”
- Joe Ragan, Newsradio
As quoted in “Groundswell” by Charlene Li and Josh Bernoff
Risks and opportunities
10 Risks of Engagement
From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4
On Lawyers…
“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.”
- Guy Kawaski, “The Art of Partnering”
48 Hours
48 Hours
“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.”
Tim McIntyre
Vice President, Communications
Domino’s Pizza
Strategist, Summer 2009
Incremental
Costs of “Sitting it Out”
From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5
Altimeter 2009
Touch points
The BEEHIVE
Build
Eavesdrop
Echo
Socialize
The Connected Company
From “The 5 Competencies of the Connected Corporation,” Communication Overtones, http://twurl.nl/ojcxsv
Listen
Free tools: Google Blogs, RSS feeds loaded into Google Reader, FeedDemon
Paid Tools: Radian 6, DIY Dashboard, BuzzStream, Legacy Brands
Participate
- Join
- Comment
- Cross link
- Build relationships
- Find your community
The Internal Team
On Junior Staff…
agilliam Says: October 12, 2008 at 9:33 am
“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).”
Conversation Starters
@lettergirl
#journchat
Social Etiquette
1. Authenticity
2. Privacy
3. Disclosure
4. Truthfulness
5. Credit
Adapted from David Scott Meerman, The New Rules of Marketing and PR
Contribute
- Content
- Values/Culture
- Experiences
- Resources
From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r
“Ask not what your [community] can do for you, but what you can do for your [community]”
Case studies
@netsolcares
Customer Service
NetSol Evaluation
Social Hub
Thought Leadership
Aggregation
Informative “Best Friend”
Exclusive Offers
Access
Tactics and Tools
Seven Types of Social Media
From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz
Hot Online Communities
- Facebook
- Twitter
- LinkedIn
- Plaxo
- Ning
- BlogHer
- Kirtsy
- Digg
BIBLIOGRAPHY
Naked Conversations, Robert Scoble and Shel Israel
The New Rules of Marketing and PR, David Scott Meerman
Measuring Public Relationships: The Data-Driven Communicators Guide to Success, KD Paine (purchase at www.measureofsuccess.com)
Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back, RohitBhargava
Groundswell, Charlene Li and Josh Bernoff
Twitterville, by Shel Israel
Kami Watson Huyse, APR
Phone: (713) 568-5750
E-mail: kami@myprpro.com
Twitter: kamichat
Blog: Communication Overtones
Web site: www.myprpro.com