An Actual Social Media Program Plan / Strategy

Social Media Program / Strategy 2009 Goals and Planning Karen Snyder October 21, 2008 http://karensnyd.blogspot.com Twitter: karensnyd

Agenda
Why is social media so important?
Key goals and tactics for our program
Obstacles faced; milestones in 2008
Sample Corporate Blogs & success story: (Cisco)
Roadmap for 2009

Forrester’s definition of the groundswell
“ Corporate executives are dealing with a trend we call the groundswell…people using online tools to connect, take charge of their own experience and get what they need – information, support, ideas, products and bargaining power – from each other.”
“ The groundswell is broad, ever shifting, and ever growing. It encompasses blogs and wikis, podcasts and YouTube; consumers who rate products, write their own news, and find their own deals.”
“ It’s powerful. It’s unstoppable. It affects every industry – those that sell to consumers and those that sell to businesses – in media, retail, financial services, technology, and health care.”
http://www.forrester.com/Groundswell

The “traditional” model News and messaging were broadcast from the company Source: Voce Communications, 2008

When you add social media to the mix… Source: Voce Communications, 2008 Now all these people are talking to each other.

What do we do? It’s simple… Source: Voce Communications, 2008 Listen to what they are saying and engage them in a conversations.

Who is using social media?

Key Goals for the Social Media Program
Influence online sentiment around the company and raise awareness around new product offerings
Discover “warm” sales leads and marketing opportunities
Integrate social media into product launches and corporate communications
Assist the social media efforts of the business units.

Obstacles that have slowed us down in the past:
Legal fears about opening up blogging program
Need sponsorship at the executive level
Lack of technical resources
Lack of time, resources and incentive for bloggers

Tactics for achieving goals of social media program
Influence online sentiment around the company and raise awareness around new product offerings
Monitor and join the conversations around each industry
Establish thought leadership with employee / industry expert blogs
Aggregate content and amplify voices with a corporate “blog”
Discover “warm” sales leads and marketing opportunities
Monitor the blogosphere and report findings
Integrate social media into product launches and communications.
Provide training, education, and support to employees
Add value by researching influencers and opportunities for product marketing
Regulate the social media activities of the business units
Implement processes and corporate policies
Enable employees to become “brand evangelists”

Key Metrics for Success in 2009
Launch and grow a Corporate Blog
Grow existing blog program, recruit new bloggers
Increase number of visitors and average time spent on blogs
Increase positive sentiment around the company.

The Corporate Blog lets us tell our story, in our own words
Strengthens our point of view and influence as we aggregate and amplify individual bloggers’ voices
Fills an existing need for more blog content; also provides an outlet for "guest bloggers" who do not have time to run their own blog
Serves as a channel for rich content (videos and podcasts.)
Increases exposure / raise awareness of products by guiding fragmented queries to one spot.
Aggregates all our content and conversations (podcasts, videos, press, blogs, whitepapers, datasheets).

Sample Corporate blog: Yahoo’s “Yodel Anecdotal” http:// ycorpblog.com

Sample Corporate blog: E-Bay’s “ebay Ink” http:// ebayinkblog.com /

Case Study: Cisco’s Corporate Blog helps drive new market entrance
Background
Cisco started Interacting directly emerging online influencers - transferring trust and enthusiasm for Cisco relevance in the data center market.
The blogging strategy began with a major launch of a new product category for Cisco - focused exclusively on IT spend in the data center market
This was done in tight alignment with corporate communications, and Cisco's traditional nurturing of AR, PR and IR communities during the launch activities.
Metrics
Over $200K in cost avoidance for marketing FY08 GTM activity:
Using consumer generate media (CGM) or Market Generated Media (MGM) to offset development of video assets or general collateral
Over 2,000 videos blogs (VLogs) syndicated live to YouTube and linked to Data Center blog from Cisco Customer Conference - unscripted, authentic, positive, genuine, fun, with significant “google juice.”
Continuing the Conversation
Average of 90,000 RSS hits in Q4 FY08
New! Cisco on Cisco Data Center TechMinute radio podcast syndication via data center blog.

Cisco’s Corporate Blogs Top-level Blog, Point of Entry Existing Blog

Breakdown of 2009 Costs
Detailed Description of Activities:
Blog Monitoring : Expand monitoring to discover sales and marketing leads for products
Corporate Blog: Site design and development, content strategy and production, blogger outreach
Internal Training: Web seminars, brown bags, and speaker series to raise internal awareness around social media
Blogger Support / Content: Content strategy and development, blogger outreach
Product Marketing Support: Research key influencers and reach out to 8-10 per product, raise awareness of products.

Rick Clancy, CEO of Sony

Moving Forward: 2009 Roadmap
Fix blog platform
Blog program training & relaunch
Kick off audit
Launch Corporate Blog
Grow Blog Program
Implement program policies
Quarterly audit
Grow Corporate Blog
Grow Blog Program
Quarterly audit
Measure Success: Annual Audit
Grow Corporate Blog
Grow Blog Program
Quarterly audit
Q408 Q109 Q209 Q309 Q409

Building blocks to a Corporate social media strategy Social Media Monitoring and Reporting Training, Policies and Processes Market Research / Brand Benchmarking Internal Evangelism and Education

Contact me for more info!
If you would like more information, or additional ROI stats, feel free to contact me!
http://karensnyd.blogspot.com
Twitter: karensnyd

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An Actual Social Media Program Plan / Strategy

by Karen Snyder on Oct 21, 2008

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