• Save
Take The Leap: Finding the Right Place for Social Media in Your Organizational Strategy
Upcoming SlideShare
Loading in...5
×
 

Take The Leap: Finding the Right Place for Social Media in Your Organizational Strategy

on

  • 3,573 views

Presentation to business development seminar May 14, 2009, hosted by the Cleveland/Bradley Chamber of Commerce, Cleveland, Tenn.

Presentation to business development seminar May 14, 2009, hosted by the Cleveland/Bradley Chamber of Commerce, Cleveland, Tenn.

Statistics

Views

Total Views
3,573
Views on SlideShare
3,564
Embed Views
9

Actions

Likes
9
Downloads
0
Comments
1

4 Embeds 9

http://www.slideshare.net 4
https://pbsc-bb9.blackboard.com 2
http://www.kevinstrowbridge.com 2
http://www.socialblueprintcommunications.com 1

Accessibility

Upload Details

Uploaded via as Apple Keynote

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />

Take The Leap: Finding the Right Place for Social Media in Your Organizational Strategy Take The Leap: Finding the Right Place for Social Media in Your Organizational Strategy Presentation Transcript

  • Cleveland/Bradley Chamber of Commerce Thursday, May 14, 2009 Take the LEAP Finding the Right Place for Social Media in your Organizational Strategy Kevin S. Trowbridge
  • 95 Theses
  • 95 Theses 1. Markets are conversations.
  • 95 Theses 1. Markets are conversations. 3. Conversations among human beings sound human. They are conducted in a human voice.
  • 95 Theses 1. Markets are conversations. 3. Conversations among human beings sound human. They are conducted in a human voice. 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
  • 95 Theses 1. Markets are conversations. 3. Conversations among human beings sound human. They are conducted in a human voice. 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. 95. We have better tools, more new ideas, no rules to slow us down.
  • This Morning
  • This Morning • Define our terms • Outline a strategic planning process • Examine common social media tools • Consider social media’s place in your communication efforts • Answer your questions
  • Defining our Terms Public Relations • Communication • Social Media • Strategy
  • SOCIAL BLUEPRINT
  • SOCIAL BLUEPRINT Yes!
  • SOCIAL BLUEPRINT Yes!
  • Public Relations
  • Public Relations The communication management function through which organizations build and maintain mutually beneficial relationships with the publics on whom the organization’s success or failure depends.
  • Communication
  • Communication The systemic process of creating meaning.
  • Social Media
  • Social Media Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself.
  • Social Media Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself. Source: Wikipedia, October 2007
  • Social Media
  • Social Media Source: Wikipedia, January 2009
  • Social Media Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and quot;buildingquot; of shared meaning among communities, as people share their stories and experiences. Source: Wikipedia, January 2009
  • Social Media
  • Social Media • Technology-enabled
  • Social Media • Technology-enabled • Communication tools
  • Social Media • Technology-enabled • Communication tools • User-controlled
  • Social Media • Technology-enabled • Communication tools • User-controlled • User-generated content
  • Social Media • Technology-enabled • Communication tools • User-controlled • User-generated content • Relationship-centered
  • Social Media • Technology-enabled • Communication tools • User-controlled • User-generated content • Relationship-centered
  • Old and New Media
  • Old and New Media • Newspapers • World Wide Web • Magazines • E-mail • Television • Newsgroups/Listservs • Cable • Blogs • Radio • Wikis • Direct Mail • Podcasts • Brochures • Viral Videos • Newsletters • Social Bookmarks • Advertising • Social Networks • CDs/DVDs • Online/Virtual Communities
  • Old and New Media • Newspapers • World Wide Web • Magazines • E-mail • Television • Newsgroups/Listservs • Cable • Blogs • Radio • Wikis • Direct Mail • Podcasts • Brochures • Viral Videos • Newsletters • Social Bookmarks • Advertising • Social Networks • CDs/DVDs • Online/Virtual Communities
  • Distinguishing Characteristics
  • Distinguishing Characteristics “Old” Media Web 1.0 One-way Connectivity Transmission Presentation Formal Instruction Front Image Audience
  • Distinguishing Characteristics “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Formal Informal Instruction Collaboration Front Transparency Image Authenticity Audience Community
  • Social Media Reactions
  • Social Media Reactions 1. It’s not for me.
  • Social Media Reactions 1. It’s not for me. 2. It’s not legitimate.
  • Social Media Reactions 1. It’s not for me. 2. It’s not legitimate. 3. It’s not real.
  • Social Media Reactions 1. It’s not for me. 2. It’s not legitimate. 3. It’s not real. 4. It’s too expensive (or it’s free).
  • Social Media Reactions 1. It’s not for me. 2. It’s not legitimate. 3. It’s not real. 4. It’s too expensive (or it’s free). 5. It’s too overwhelming.
  • Strategy
  • Strategy A plan of action designed to achieve a major aim.
  • But before we continue ... Recommended Reading
  • But before we continue ... Recommended Reading
  • Strategic Planning Process Publics • Objectives • Strategy • Technology
  • You and Your Publics Publics • Objectives • Strategy • Technology
  • How Many Online Source: Internet World Stats (2009)
  • How Many Online Source: Internet World Stats (2009) 1,581,571,589 Worldwide
  • How Many Online Source: Internet World Stats (2009) 1,581,571,589 Worldwide 248,241,969 North America
  • How Many Online Source: Internet World Stats (2009) U.S. Internet Users
  • How Many Online Source: Internet World Stats (2009) U.S. Internet Users 230 212.1M 220.1M 201.7M 203.8M 167.2M 172.3M 172.5 142.8M 124M 115 57.5 2000 2001 2002 2003 2004 2005 0 2007 2008
  • How Many Online Source: Internet World Stats (2009) U.S. Internet Users 230 212.1M 220.1M 201.7M 203.8M 167.2M 172.3M 172.5 124M 142.8M 72.5% of the population 115 57.5 2000 2001 2002 2003 2004 2005 0 2007 2008
  • Who’s Online Source: Pew Internet & American Life Project (2009)
  • Who’s Online Source: Pew Internet & American Life Project (2009) % of Total Adult Population Ages 45-54 21% Ages 55-63 13% Ages 33-44 21% Ages 64-72 9% Ages 73+ 9% Ages 18-32 27%
  • Online Activities Source: Online Publishers Association (2007) Shopping Communicating Reading Searching
  • Online Activities Source: Online Publishers Association (2007) Shopping Communicating Reading Searching 0% 20% 40% 60% 80% 100% 2003 16% 46% 34% 4% 2006 18% 33% 44% 5% 2007 18% 29% 49% 5%
  • Online Activities Source: Online Publishers Association (2009) Commerce Communications Community Content Search
  • Online Activities Source: Online Publishers Association (2009) Commerce Communications Community Content Search 40% 60% 80% 100% 0% 20% 43% 27% 11% Jan 2009 14% 43% 29% 8% Jan 2008 16%
  • Online Activities Source: Online Publishers Association (2009) Commerce Communications Community Content Search 40% 60% 80% 100% 0% 20% 43% 27% 11% Jan 2009 14% 43% 29% 8% Jan 2008 16% Demand for Community.
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder Creators • Publish a blog produce social media Creators • Publish their own Web page/site • Upload videos/audio they’ve created content of all types. 21%
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder Creators • Publish a blog produce social media Creators • Publish their own Web page/site • Upload videos/audio they’ve created content of all types. 21% • Post ratings/reviews of products or services Critics Critics • Comment on others’ blogs respond to content. • Contribute in online forums 37%
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder Creators • Publish a blog produce social media Creators • Publish their own Web page/site • Upload videos/audio they’ve created content of all types. 21% • Post ratings/reviews of products or services Critics Critics • Comment on others’ blogs respond to content. • Contribute in online forums 37% • Use RSS feeds Collectors Collectors • Add tags to Web pages or photos organize content. • “Vote” for Web sites online 19%
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder Creators • Publish a blog produce social media Creators • Publish their own Web page/site • Upload videos/audio they’ve created content of all types. 21% • Post ratings/reviews of products or services Critics Critics • Comment on others’ blogs respond to content. • Contribute in online forums 37% • Use RSS feeds Collectors Collectors • Add tags to Web pages or photos organize content. • “Vote” for Web sites online 19% Joiners • Maintain profile on a social networking site Joiners • Visit social networking sites connect in social networks. 35%
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder Creators • Publish a blog produce social media Creators • Publish their own Web page/site • Upload videos/audio they’ve created content of all types. 21% • Post ratings/reviews of products or services Critics Critics • Comment on others’ blogs respond to content. • Contribute in online forums 37% • Use RSS feeds Collectors Collectors • Add tags to Web pages or photos organize content. • “Vote” for Web sites online 19% Joiners • Maintain profile on a social networking site Joiners • Visit social networking sites connect in social networks. 35% • Read blogs Spectators • Watch video from other users consume social media. Spectators • Listen to podcasts 69% • Read online forums, customer ratings/reviews
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder Creators • Publish a blog produce social media Creators • Publish their own Web page/site • Upload videos/audio they’ve created content of all types. 21% • Post ratings/reviews of products or services Critics Critics • Comment on others’ blogs respond to content. • Contribute in online forums 37% • Use RSS feeds Collectors Collectors • Add tags to Web pages or photos organize content. • “Vote” for Web sites online 19% Joiners • Maintain profile on a social networking site Joiners • Visit social networking sites connect in social networks. 35% • Read blogs Spectators • Watch video from other users consume social media. Spectators • Listen to podcasts 69% • Read online forums, customer ratings/reviews Inactives neither create nor consume Inactives • No involvement with social media social media of any types. 25%
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder Creators • Publish a blog produce social media Creators • Publish their own Web page/site • Upload videos/audio they’ve created content of all types. 21% • Post ratings/reviews of products or services Critics Critics • Comment on others’ blogs respond to content. • Contribute in online forums 37% • Use RSS feeds Collectors Collectors • Add tags to Web pages or photos organize content. • “Vote” for Web sites online 19% Joiners • Maintain profile on a social networking site Joiners • Visit social networking sites connect in social networks. 35% • Read blogs Spectators • Watch video from other users consume social media. Spectators • Listen to podcasts 69% • Read online forums, customer ratings/reviews Inactives neither create nor consume Inactives • No involvement with social media social media of any types. 25%
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Changes
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Changes 2007 2008 0.7 69% 0.6 0.5 48% 44% 0.4 37% 35% 0.3 25% 25% 25% 21% 0.2 19% 18% 12% 0.1 Inactives Spectators Joiners Collectors 0 Critics Creators
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder U.S. Internet Population Creators 21% Critics 37% Collectors 19% Joiners 35% Spectators 69% Inactives 25%
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder U.S. Internet Population Creators 21% Critics 37% Where Collectors are you? 19% Joiners 35% Spectators 69% Inactives 25%
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder U.S. Internet Population You Creators Creators 21% 11% Critics 37% Where Critics 17% Collectors are Collectors you? 19% 6% Joiners Joiners 35% 35% Spectators Spectators 69% 31% Inactives Inactives 25% 0%
  • Your Publics Internal • External
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder U.S. Internet Population Creators 21% Critics 37% Collectors 19% Joiners 35% Spectators 69% Inactives 25%
  • Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder U.S. Internet Population Creators 21% Critics 37% Where are Collectors 19% your publics? Joiners 35% Spectators 69% Inactives 25%
  • Organizational Objectives Publics • Objectives • Strategy • Technology
  • Mission
  • Mission
  • Awareness Objectives Mission
  • Awareness Objectives Mission Acceptance Objectives
  • Awareness Objectives Mission Action Objectives Acceptance Objectives
  • What do you want?
  • What do you want? • To listen • To talk • To energize • To support • To embrace
  • Social Media Objectives
  • Social Media Objectives Communicate
  • Social Media Objectives Communicate Educate
  • Social Media Objectives Communicate Educate Entertain
  • Social Media Objectives Communicate Educate Entertain Collaborate
  • Communication Strategy Publics • Objectives • Strategy • Technology
  • Common Strategies
  • Common Strategies • Thought leadership • Useful resources • Exclusive access • Entertainment • Create community
  • It’s all about the RELATIONSHIP
  • Social Media Technologies Publics • Objectives • Strategy • Technology
  • Your Website The Place to Begin
  • Meaningful Content
  • Categorizing Social Media Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  • Accelerating Categorizing Social Media Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  • Connecting Accelerating Categorizing Social Media Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  • Connecting Accelerating Organizing Categorizing Social Media Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  • Connecting Accelerating Organizing Categorizing Social Media Reacting Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  • Connecting Accelerating Organizing Categorizing Social Media Reacting Collaborating Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  • Connecting Accelerating Organizing Categorizing Social Media Reacting Creating Collaborating Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  • Social Media Types & Tools
  • Social Media Types & Tools Category Types Popular Examples and Tools
  • Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets
  • Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife
  • Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife
  • Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us
  • Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us
  • Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
  • Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow
  • Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr,YouTube
  • Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr,YouTube
  • Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr,YouTube
  • Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr,YouTube
  • Beyond your Website
  • Beyond your Website • RSS Feeds • Blogging • Microblogging • Social Networking • Social Bookmarking • Media Sharing • Podcasting • Virtual Worlds
  • Syndicating with RSS
  • Syndicating with RSS • Feeds enable you to distribute your online content directly to subscribers. • Subscribers see your updates in web- or client-based readers without having to check your Web site.
  • Source: Technorati, eMarketer and Pew Internet & American Life Project Blogging
  • Source: Technorati, eMarketer and Pew Internet & American Life Project Blogging • A Website usually mainted by an individual with regular entries of commentary, descriptions of events or other material such as graphics or video. Entries are commonly displayed in reverse- chronological order.
  • Source: Technorati, eMarketer and Pew Internet & American Life Project Blogging • A Website usually mainted by an individual with regular entries of commentary, descriptions of events or other material such as graphics or video. Entries are commonly displayed in reverse- chronological order. • Millions of blogs
  • Source: Technorati, eMarketer and Pew Internet & American Life Project Blogging • A Website usually mainted by an individual with regular entries of commentary, descriptions of events or other material such as graphics or video. Entries are commonly displayed in reverse- chronological order. • Millions of blogs • 94.1 million U.S. blog readers in 2007 (50% of Internet users)
  • Source: Technorati, eMarketer and Pew Internet & American Life Project Blogging • A Website usually mainted by an individual with regular entries of commentary, descriptions of events or other material such as graphics or video. Entries are commonly displayed in reverse- chronological order. • Millions of blogs • 94.1 million U.S. blog readers in 2007 (50% of Internet users) • 22.6 million U.S. bloggers in 2007 (12% of Internet users)
  • Source: Technorati, eMarketer and Pew Internet & American Life Project Blogging • A Website usually mainted by an individual with regular entries of commentary, descriptions of events or other material such as graphics or video. Entries are commonly displayed in reverse- chronological order. • Millions of blogs • 94.1 million U.S. blog readers in 2007 (50% of Internet users) • 22.6 million U.S. bloggers in 2007 (12% of Internet users) • 42% are ages 18-34 • 58% are 35+
  • Source: Technorati, eMarketer and Pew Internet & American Life Project Blogging • A Website usually mainted by an individual with regular entries of commentary, descriptions of events or other material such as graphics or video. Entries are commonly displayed in reverse- chronological order. • Millions of blogs • 94.1 million U.S. blog readers in 2007 (50% of Internet users) • 22.6 million U.S. bloggers in 2007 (12% of Internet users) • 42% are ages 18-34 • 58% are 35+ • Women (43%) and men (57%) blog.
  • Source: Technorati, eMarketer and Pew Internet & American Life Project Blogging • A Website usually mainted by an individual with regular entries of commentary, descriptions of events or other material such as graphics or video. Entries are commonly displayed in reverse- chronological order. • Millions of blogs • 94.1 million U.S. blog readers in 2007 (50% of Internet users) • 22.6 million U.S. bloggers in 2007 (12% of Internet users) • 42% are ages 18-34 • 58% are 35+ • Women (43%) and men (57%) blog. • Most (76%) blog to document their personal experiences while 64% blog to share practical knowledge or skills with others.
  • Microblogging
  • Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio).
  • Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio). • Answers the question: “What are you doing?” But better questions include:
  • Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio). • Answers the question: “What are you doing?” But better questions include: • “What just happened?”
  • Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio). • Answers the question: “What are you doing?” But better questions include: • “What just happened?” • “What do we need to know?”
  • Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio). • Answers the question: “What are you doing?” But better questions include: • “What just happened?” • “What do we need to know?” • “Who/what inspired you?”
  • Why would anyone care what I’m doing every minutes of the day?
  • Social Networking
  • Social Networking • An all-in-one site through which to connect with others. • Profiles • Private messaging • Message boards • Groups • Blogging • Media sharing
  • Social Bookmarking
  • Social Bookmarking • Organizing online content and sharing your findings/organization with others.
  • Media Sharing
  • Media Sharing • Utilizing sites to share photos, audio and video among your organization and its key publics.
  • Podcasting
  • Podcasting • Producing and delivering audio content that is not necessarily associated with an iPod or MP3 player. • Targets growing, niche audiences • Enables time-shifting, portability and multitasking • Is conversational and transparent
  • Virtual Worlds
  • Virtual Worlds • Internet-based systems that enable users to interact with others through avatars and other game-like play.
  • Social Media Strategy
  • Questions to Answer
  • Questions to Answer • What is your organization’s mission? What are your short- and long-term objectives?
  • Questions to Answer • What is your organization’s mission? What are your short- and long-term objectives? • Who are your key publics? What are their wants, interests and needs? How are they using social media?
  • Questions to Answer • What is your organization’s mission? What are your short- and long-term objectives? • Who are your key publics? What are their wants, interests and needs? How are they using social media? • Is social media right for your organization? Do you want to dialogue with your publics? Are you in it for the long-haul? Can you maintain it? Can social media complement your other communication strategies?
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • •
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • • Counter negative publicity • • • •
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • •
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • •
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • •
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • •
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • •
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • • Market research/focus group testing • • • • •
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • • Market research/focus group testing • • • • • Media relations • • • •
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • • Market research/focus group testing • • • • • Media relations • • • • Generate new product/service ideas • • • • •
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • • Market research/focus group testing • • • • • Media relations • • • • Generate new product/service ideas • • • • • Product/service promotion • • • • • •
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • • Market research/focus group testing • • • • • Media relations • • • • Generate new product/service ideas • • • • • Product/service promotion • • • • • • Product support/customer service • • • •
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • • Market research/focus group testing • • • • • Media relations • • • • Generate new product/service ideas • • • • • Product/service promotion • • • • • • Product support/customer service • • • • Product/service feedback • • •
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • • Market research/focus group testing • • • • • Media relations • • • • Generate new product/service ideas • • • • • Product/service promotion • • • • • • Product support/customer service • • • • Product/service feedback • • • Recruit brand advocates • • • • • •
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • • Market research/focus group testing • • • • • Media relations • • • • Generate new product/service ideas • • • • • Product/service promotion • • • • • • Product support/customer service • • • • Product/service feedback • • • Recruit brand advocates • • • • • • Generate sales leads/referrals • • • • • •
  • Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Private Virtual World Engine Objective Video Social Blog Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • • Market research/focus group testing • • • • • Media relations • • • • Generate new product/service ideas • • • • • Product/service promotion • • • • • • Product support/customer service • • • • Product/service feedback • • • Recruit brand advocates • • • • • • Generate sales leads/referrals • • • • • • Solicit/gain donations and financial support • • • • •
  • Questions & Answers