2. Analysis of the Situation
History/Background
(company background as it relates to
social media)
Internal Factors
(staff expertise, availability, willingness
to participate, etc.)
External Factors
(pressures, support to participate, built
in communities, industry trends, etc.)
Communication Audit
(what channels is the company
currently using and to what degree of
success?)
13. Strategy: Talking * Technology: Blogging
Start by listening
Estimate ROI: how will the blog pay off and at what cost?
Develop a plan: one author or several? one blog or
many?
Rehearse: write 5 or 10 before you go live
Develop an editorial process: should be lightweight
Design the blog & its connection to the site
Develop a marketing plan so people can find the blog
Blogging is more than writing
Be honest
15. Strategy: Energizing
Figure out if you want to
energize the groundswell.
Check the social
technographics
What’s your customer’s
problem?
Pick a strategy that fits
Stick around for the long haul
Ongoing monitoring of your customers’ conversations with each other instead of occasional surveys and focus groups.
***
2 ways to do this: private community, ongoing brand monitoring.
Private communities are expensive...
***
Check social technographics: if creators and critics are high - at least 15%, a listening strategy is effective; if these numbers are 30% - monitoring is imperative. Smaller than 15%, a private community may make more sense.
***
Include who (and how) to interpret the information and what to do with it.
Decide as an organization *why* you are listening.
If you’re listening in order to participate - make sure people are empowered to participate.
If you’re listening to make better organizational decisions - find ways to share the information [strategy/tactics] and incorporate what you learn into the decision making process.
No more being stupid.
marketers don’t dictate the path people take nor do they lead the dialogue. Once people are aware of your product, a new dynamic kicks in: people learning from each other.
What is energizing?? capitalizing on accidental spokespeople and developing/creating/supporting citizen marketers.
Ratings and reviews (ebags)
create a community to energize your customers
participate in and energize online communities of your brand (LEGO)
Forums & wikis.
When you have a lot of customers that need heavy support
Forums & wikis.
When you have a lot of customers that need heavy support
Crowdsourcing: obama, starbucks, doritos...
Crowdsourcing: obama, starbucks, doritos...
with most of these... start small and figure out what works and then scale up. build with room to grow and scale up.
“failing fast” - easy to do when you you start small... you can test it and move on. Once it grows, harder to do.