Strategic Social Media Management 2009

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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

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Strategic Social Media Management 2009 - Presentation Transcript

  1. Strategic Social Media Management
    Kami Watson Huyse, APR
  2. The More Things Change…
  3. The More They Stay the Same
  4. “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
  5. Risks and opportunities
  6. 10 Risks of Engagement
    From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4
  7. 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”
  8. 48 Hours
  9. 48 Hours
  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.”
    Tim McIntyre
    Vice President, Communications
    Domino’s Pizza
    Strategist, Summer 2009
  11. Incremental
  12. Costs of “Sitting it Out”
    From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5
  13. Altimeter 2009
  14. Touch points
  15. The BEEHIVE
    Build
    Eavesdrop
    Echo
    Socialize
  16. The Connected Company
    From “The 5 Competencies of the Connected Corporation,” Communication Overtones, http://twurl.nl/ojcxsv
  17. Listen
    Free tools: Google Blogs, RSS feeds loaded into Google Reader, FeedDemon
    Paid Tools: Radian 6, DIY Dashboard, BuzzStream, Legacy Brands
  18. Participate
    • Join
    • Comment
    • Cross link
    • Build relationships
    • Find your community
  19. The Internal Team
  20. 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).”
  21. Conversation Starters
    @lettergirl
    #journchat
  22. Social Etiquette
    1. Authenticity
    2. Privacy
    3. Disclosure
    4. Truthfulness
    5. Credit
    Adapted from David Scott Meerman, The New Rules of Marketing and PR
  23. Contribute
    • Content
    • Values/Culture
    • Experiences
    • Resources
  24. From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r
  25. “Ask not what your [community] can do for you, but what you can do for your [community]”
  26. Case studies
  27. @netsolcares
    Customer Service
  28. NetSol Evaluation
  29. Social Hub
  30. Thought Leadership
  31. Aggregation
  32. Informative “Best Friend”
  33. Exclusive Offers
  34. Access
  35. Tactics and Tools
  36. Seven Types of Social Media
    From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz
  37. Hot Online Communities
    • Facebook
    • Twitter
    • LinkedIn
    • Plaxo
    • Ning
    • BlogHer
    • Kirtsy
    • Digg
  38. 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
  39. Kami Watson Huyse, APR
    Phone: (713) 568-5750
    E-mail: kami@myprpro.com
    Twitter: kamichat
    Blog: Communication Overtones
    Web site: www.myprpro.com

+ Kami HuyseKami Huyse, 2 months ago

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