Strategic Social Media Management March 2010


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  • SWOT Analysis: Strengths, weaknesses, Opportunities, ThreatsWhat are you doing?Why are you doing it?What are the results?
  • Layout all planned communication and marketing events and opportunities for the yearMedia tour: tweetupsEvent: Invite influencersVIP: Add online VIP, tooMedia Event: Ustream it
  • External look, WHO is criticalRelevant platforms, manage expectations
  • The key to boiling a frog: warm the water slowly
  • Work at the cultural level
  • 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
  • Corporate speak, leading with policy – never works.
  • Millions Watched: 6.8 million to date (vid date Sept 24, 2008, Current date: March 22, 2010)
  • Charlene Li, Altimeter and Wet Paint collaborated last July, “Engagementdb” Correlated the financial performance of the Top 100 brands to financial performanceTop 100 brands according to Business Week/Interband Best Global BrandsLooked at social presence and social engagementClassified companies as:Wallflowers – Six or fewer channels, less engagedSelectives – Six or fewer channels, highly engagedButterflies – Six or more channels, less engagedMavens – Six or more channels, highly engaged
  • Clearly this is not causal but a correlation. Caveat is that the overall culture in the organization may have led to both better performance AND higher than average profitThis chart shows revenue growth for each of the four areas of Wallflowers, Selectives, Butterflies and MavensThose with the most engagement had better overall growth
  • Interesting here is that when it come to profit, both Gross Margin margin (Gross Income/Net Sales) and Net Margin Growth (Net Profit/Revenue), the Selectives and Mavens (high engagement) again did better than average, with Mavens doing especially better than average.Which leads to the question, how can companies move through the levels to Maven status, what does it take?Internal evangelistManagement buy inGuidelines as guardrailsCultural shiftAnd how can PR help to lead that change?
  • Strategy: Personal Connection
  • Media Landscape (paid media has become an enabler for reach and to drive engagement)
  • Organization –Culture; Products, Services, Info; Strategy, communication and salesCommunity – Needs and Desires; Time, Money Talent; Attention (Interest, Attitudes and Action)
  • But you may wonder. How will I ever get all of this done?
  • Robot and Rob at RackspaceTeam at SeaWorld, cross-discipline teamNetSol, Shashi, contractors and Raj
  • A few laws that govern social media
  • By Linda Childers Hon and James E. Grunig have found through their research that perceptions regarding an organization's longer-term relationships with key constituencies can best be measured by focusing on six very precise elements or components of relationships: Control Mutuality Trust Satisfaction Commitment Exchange Relationship Communal Relationship
  • NetSol went from no engagement to customer service on Twitter, seminars for influencers. Approx 40% drop in negative comments, corresponding rise in positive comments.
  • DellOutlet is lucrative. Many more millions were made from those that went to buy non-discounted merchandise
  • Strategic Social Media Management March 2010

    1. 1. strategy<br />strategy<br />strategy<br />STRATEGY<br />strategy<br />STRATEGY<br />STRATEGY<br />strategy<br />strategy<br />Strategic Social Media Management<br />Kami Watson Huyse, APR<br />Presented for:<br />
    2. 2. SITUATION AUDIT<br />
    3. 3. Communication Audit<br />Apply POST process to each vehicle<br />Spreadsheet: Time and budget<br />Where can social improve tools and processes?<br />Where can social supplement these tools and processes?<br />
    4. 4. Charting<br />
    5. 5. Environmental Scan<br />Stakeholders<br />Influentials<br />Vocal Bystanders<br />Determined Detractors<br />Competitors<br />
    7. 7. “We always think of failure as the antithesis of success, but it isn't. Success often lies just the other side of failure.” <br />Leo F. Buscaglia  (American author and speaker, 1924-1998)<br />
    8. 8. Senior Management<br />
    9. 9. Cultural Integration<br />
    10. 10. Do your HOMEWORK<br />Build a viable<br />BUSINESS CASE <br />
    11. 11. Manage Risk<br />From Communication Overtones, Kami Huyse,<br />
    12. 12.
    13. 13.
    14. 14. Analyze Opportunities<br />
    15. 15. From 10 Lost Opportunity Costs, Communication Overtones,<br />
    16. 16. Mayo Clinic<br />
    17. 17. GoDaddy and NetSol<br />
    18. 18. Correlate: Engagement dB<br />Altimeter and Wet Paint, 2008<br />
    19. 19. Revenue Growth<br />
    20. 20. Financial Performance<br />
    21. 21. Backdoor Blog<br />
    22. 22. Become a reporter<br />
    23. 23.
    24. 24. Integrated Media<br />
    25. 25. Editorial Strategy<br />Stakeholder Mapping<br />Value Proposition<br />Editorial Mission<br />Content Plan<br />Vehicle Choice<br />Own Up<br />
    26. 26.
    27. 27. “Ask not what your [community] can do for you, but what you can do for your [community]”<br />
    28. 28. Social Environment<br />Relational Objectives<br />Context<br />Based on Communication Process Model, Wilbur Schramm<br />From Communication Overtones, “Setting Relational Objectives,”<br />
    29. 29. CSR – Approach 1<br />“Pledge to End Hunger” SxSWi<br />2 influencers (@Kanter and @ChrisBrogan)<br />140 kids per click<br />Results: 140,000 lbs of food to Austin and 560,000 lbs. in other states<br />
    30. 30. CSR – Approach 2<br />Tide – “Feeding America” partnership<br />150 influencers<br />Tide T-Shirt Sale $20 (donate portion of proceeds)<br />Results: 2,000 T-shirts purchased, avg. of 13 per spokesperson and general derision<br />
    31. 31. Social Media Ecosystem<br />
    32. 32. The Trust Principle<br />“The Secret, and it is not a big one, is to BECOME TRUSTWORTHY. <br />You accomplish this over a period of TIME with Words, Actionsand Deedsthat allow trust to be built.” <br />-Little Teal Book of Trust, Gitomer<br />
    33. 33. Human Resources<br />
    34. 34. 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 />
    35. 35. The Social Media Team<br />
    36. 36. Social Media Guidelines<br />Comfort level<br />Structure<br />Leverage<br />
    37. 37. Laws and Regulations<br />Fair Use<br />Intellectual Property<br />Defamation<br />FTC Guidelines<br />Internal Revenue Service<br />Field-specific<br />
    38. 38. 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 Kawasaki, “The Art of Partnering”<br />
    39. 39. Measurement and objectives<br />
    40. 40. Setting Measure Objectives<br />requires asking<br />How MANY <br />by WHEN?<br />
    41. 41. WHAT do you <br />hope toACHIEVE?<br />
    42. 42. Measure THAT<br />
    43. 43. What to Measure<br />
    44. 44. Peg to Existing Tools<br />Survey customers and/or service and satisfaction? <br />Survey donors? <br />Track visitors to your Web site? <br />Have a Secret Shopper service or other quality control mechanism? <br />Track visitation to events, seminars or occasions? <br />Have an industry organization that does measurement/research valid to your organizational objectives? <br />Have a database of key stakeholder information that could be cross tabulated in Access or another program? <br />
    45. 45. Measurement Tools<br />Analytics – Google Analytics, Web Trends<br />Mentions –Google blogs, blogs<br />Paid tools for analysis – Radian6, Do-It-Yourself Dashboard, BuzzStream and many others<br />Traditional Tools - Surveys, polls, focus group research<br />Grunig Relationship Survey – Institute for Public relations Research<br />
    46. 46. Measuring Relationships<br />Control Mutuality <br />Trust <br />Satisfaction <br />Commitment <br />Exchange Relationship <br />Communal Relationship <br />Survey by Linda Childers Hon and James E. Grunig, Institute for Public Relations<br />
    47. 47. Blog Engagement<br /><ul><li>Number of unique users
    48. 48. Returning versus new readers
    49. 49. Referring source statistics
    50. 50. Links from other sites
    51. 51. Google PageRank
    52. 52. The ratio of blog comments to blog posts (where applicable)
    53. 53. Total time spent on the site
    54. 54. The popularity of the content itself, which gets the most views </li></li></ul><li>Benchmark to Competitors<br />
    55. 55. Sentiment Analysus<br />@netsolcares<br />
    56. 56. TrackableOffers<br />
    57. 57. Conversation?<br />@lettergirl<br />#journchat<br />
    58. 58. 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<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 />
    59. 59. Kami Watson Huyse, APR<br />President and COO<br />@kamichat<br />Phone: (713) 568-5750<br />E-mail:<br />Blog: Communication Overtones,<br /><br />Web site:<br />Copyright 2010 © all rights reserved<br />