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Cleveland/Bradley Chamber of Commerce
               Thursday, May 14, 2009




    Take the
             LEAP
Finding the...
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 voi...
95 Theses
1. Markets are conversations.
3. Conversations among human beings sound
human. They are conducted in a human voi...
95 Theses
1. Markets are conversations.
3. Conversations among human beings sound
human. They are conducted in a human voi...
This Morning
This Morning
• Define our terms
• Outline a strategic planning process
• Examine common social media tools
• Consider socia...
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
  beneficia...
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, insi...
Social Media
Social media describes the online technologies and
practices that people use to share content,
opinions, insi...
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 huma...
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...
Social Media
      • Technology-enabled
      • Communication tools
      • User-controlled
      • User-generated content...
Old and New Media
Old and New Media
•   Newspapers    •   World Wide Web
•   Magazines     •   E-mail
•   Television    •   Newsgroups/Lists...
Old and New Media
•   Newspapers    •   World Wide Web
•   Magazines     •   E-mail
•   Television    •   Newsgroups/Lists...
Distinguishing Characteristics
Distinguishing Characteristics
       “Old” Media
            Web 1.0
           One-way
       Connectivity
       Transm...
Distinguishing Characteristics
       “Old” Media     “New” Media
            Web 1.0    Web 2.0
           One-way     Tw...
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’...
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’...
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 A...
How Many Online
    Source: Internet World Stats (2009)



           U.S. Internet Users
How Many Online   Source: Internet World Stats (2009)



                                  U.S. Internet Users
           ...
How Many Online   Source: Internet World Stats (2009)



                                  U.S. Internet Users
           ...
Who’s Online
Source: Pew Internet & American Life Project (2009)
Who’s Online
Source: Pew Internet & American Life Project (2009)

         % of Total Adult Population


                 ...
Online Activities
           Source: Online Publishers Association (2007)



Shopping       Communicating                 ...
Online Activities
                    Source: Online Publishers Association (2007)



       Shopping          Communicati...
Online Activities
             Source: Online Publishers Association (2009)



Commerce   Communications             Commu...
Online Activities
                           Source: Online Publishers Association (2009)



      Commerce           Comm...
Online Activities
                           Source: Online Publishers Association (2009)



      Commerce           Comm...
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Your Publics
Internal • External
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics pr...
Organizational
   Objectives
 Publics • Objectives • Strategy • Technology
Mission
Mission
Awareness
 Objectives




Mission
Awareness
 Objectives




Mission

                 Acceptance
               Objectives
Awareness
              Objectives




             Mission
   Action
Objectives                    Acceptance
           ...
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 ...
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:W...
Accelerating

                                         Categorizing
                                         Social Media
...
Connecting

  Accelerating

                                         Categorizing
                                        ...
Connecting

  Accelerating                                                                                    Organizing

...
Connecting

  Accelerating                                                                                    Organizing

...
Connecting

  Accelerating                                                                                    Organizing

...
Connecting

  Accelerating                                                                                    Organizing

...
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   Syndicat...
Social Media Types & Tools
Category                 Types               Popular Examples and Tools
Accelerating   Syndicat...
Social Media Types & Tools
Category                 Types               Popular Examples and Tools
Accelerating   Syndicat...
Social Media Types & Tools
Category                 Types               Popular Examples and Tools
Accelerating   Syndicat...
Social Media Types & Tools
Category                 Types               Popular Examples and Tools
Accelerating   Syndicat...
Social Media Types & Tools
Category                 Types               Popular Examples and Tools
Accelerating   Syndicat...
Social Media Types & Tools
Category                   Types                Popular Examples and Tools
Accelerating    Synd...
Social Media Types & Tools
Category                   Types                Popular Examples and Tools
Accelerating    Synd...
Social Media Types & Tools
Category                   Types                Popular Examples and Tools
Accelerating    Synd...
Social Media Types & Tools
Category                   Types                Popular Examples and Tools
Accelerating    Synd...
Social Media Types & Tools
Category                   Types                Popular Examples and Tools
Accelerating    Synd...
Beyond your Website
Beyond your Website
     •   RSS Feeds
     •   Blogging
     •   Microblogging
     •   Social Networking
     •   Social...
Syndicating with RSS
Syndicating with RSS

• Feeds enable you to distribute your
  online content directly to subscribers.
• Subscribers see yo...
Source: Technorati, eMarketer and Pew Internet & American Life Project




           Blogging
Source: Technorati, eMarketer and Pew Internet & American Life Project




                           Blogging
•   A Websi...
Source: Technorati, eMarketer and Pew Internet & American Life Project




                           Blogging
•   A Websi...
Source: Technorati, eMarketer and Pew Internet & American Life Project




                           Blogging
•   A Websi...
Source: Technorati, eMarketer and Pew Internet & American Life Project




                           Blogging
•   A Websi...
Source: Technorati, eMarketer and Pew Internet & American Life Project




                           Blogging
•   A Websi...
Source: Technorati, eMarketer and Pew Internet & American Life Project




                           Blogging
•   A Websi...
Source: Technorati, eMarketer and Pew Internet & American Life Project




                           Blogging
•   A Websi...
Microblogging
Microblogging
• A form of blogging that allows users to send
  brief updates (140 character text updates,
  pictures or au...
Microblogging
• A form of blogging that allows users to send
  brief updates (140 character text updates,
  pictures or au...
Microblogging
• A form of blogging that allows users to send
  brief updates (140 character text updates,
  pictures or au...
Microblogging
• A form of blogging that allows users to send
  brief updates (140 character text updates,
  pictures or au...
Microblogging
• A form of blogging that allows users to send
  brief updates (140 character text updates,
  pictures or au...
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 me...
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.
 • ...
Virtual Worlds
Virtual Worlds
• Internet-based systems that enable users
  to interact with others through avatars
  and other game-like ...
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 ar...
Questions to Answer
•   What is your organization’s mission? What are your
    short- and long-term objectives?
•   Who ar...
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




                ...
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




         ...
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




         ...
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




         ...
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




         ...
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




         ...
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




         ...
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




         ...
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




        ...
Questions
 & Answers
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
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
Take The Leap: Finding the Right Place for Social Media in Your Organizational Strategy
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Take The Leap: Finding the Right Place for Social Media in Your Organizational Strategy

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

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

    1. 1. 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
    2. 2. 95 Theses
    3. 3. 95 Theses 1. Markets are conversations.
    4. 4. 95 Theses 1. Markets are conversations. 3. Conversations among human beings sound human. They are conducted in a human voice.
    5. 5. 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.
    6. 6. 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.
    7. 7. This Morning
    8. 8. 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
    9. 9. Defining our Terms Public Relations • Communication • Social Media • Strategy
    10. 10. SOCIAL BLUEPRINT
    11. 11. SOCIAL BLUEPRINT Yes!
    12. 12. SOCIAL BLUEPRINT Yes!
    13. 13. Public Relations
    14. 14. 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.
    15. 15. Communication
    16. 16. Communication The systemic process of creating meaning.
    17. 17. Social Media
    18. 18. Social Media Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself.
    19. 19. 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
    20. 20. Social Media
    21. 21. Social Media Source: Wikipedia, January 2009
    22. 22. 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
    23. 23. Social Media
    24. 24. Social Media • Technology-enabled
    25. 25. Social Media • Technology-enabled • Communication tools
    26. 26. Social Media • Technology-enabled • Communication tools • User-controlled
    27. 27. Social Media • Technology-enabled • Communication tools • User-controlled • User-generated content
    28. 28. Social Media • Technology-enabled • Communication tools • User-controlled • User-generated content • Relationship-centered
    29. 29. Social Media • Technology-enabled • Communication tools • User-controlled • User-generated content • Relationship-centered
    30. 30. Old and New Media
    31. 31. 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
    32. 32. 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
    33. 33. Distinguishing Characteristics
    34. 34. Distinguishing Characteristics “Old” Media Web 1.0 One-way Connectivity Transmission Presentation Formal Instruction Front Image Audience
    35. 35. 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
    36. 36. Social Media Reactions
    37. 37. Social Media Reactions 1. It’s not for me.
    38. 38. Social Media Reactions 1. It’s not for me. 2. It’s not legitimate.
    39. 39. Social Media Reactions 1. It’s not for me. 2. It’s not legitimate. 3. It’s not real.
    40. 40. 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).
    41. 41. 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.
    42. 42. Strategy
    43. 43. Strategy A plan of action designed to achieve a major aim.
    44. 44. But before we continue ... Recommended Reading
    45. 45. But before we continue ... Recommended Reading
    46. 46. Strategic Planning Process Publics • Objectives • Strategy • Technology
    47. 47. You and Your Publics Publics • Objectives • Strategy • Technology
    48. 48. How Many Online Source: Internet World Stats (2009)
    49. 49. How Many Online Source: Internet World Stats (2009) 1,581,571,589 Worldwide
    50. 50. How Many Online Source: Internet World Stats (2009) 1,581,571,589 Worldwide 248,241,969 North America
    51. 51. How Many Online Source: Internet World Stats (2009) U.S. Internet Users
    52. 52. 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
    53. 53. 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
    54. 54. Who’s Online Source: Pew Internet & American Life Project (2009)
    55. 55. 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%
    56. 56. Online Activities Source: Online Publishers Association (2007) Shopping Communicating Reading Searching
    57. 57. 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%
    58. 58. Online Activities Source: Online Publishers Association (2009) Commerce Communications Community Content Search
    59. 59. 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%
    60. 60. 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.
    61. 61. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder
    62. 62. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Ladder
    63. 63. 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%
    64. 64. 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%
    65. 65. 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%
    66. 66. 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%
    67. 67. 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
    68. 68. 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%
    69. 69. 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%
    70. 70. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Changes
    71. 71. 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
    72. 72. 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%
    73. 73. 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%
    74. 74. 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%
    75. 75. Your Publics Internal • External
    76. 76. 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%
    77. 77. 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%
    78. 78. Organizational Objectives Publics • Objectives • Strategy • Technology
    79. 79. Mission
    80. 80. Mission
    81. 81. Awareness Objectives Mission
    82. 82. Awareness Objectives Mission Acceptance Objectives
    83. 83. Awareness Objectives Mission Action Objectives Acceptance Objectives
    84. 84. What do you want?
    85. 85. What do you want? • To listen • To talk • To energize • To support • To embrace
    86. 86. Social Media Objectives
    87. 87. Social Media Objectives Communicate
    88. 88. Social Media Objectives Communicate Educate
    89. 89. Social Media Objectives Communicate Educate Entertain
    90. 90. Social Media Objectives Communicate Educate Entertain Collaborate
    91. 91. Communication Strategy Publics • Objectives • Strategy • Technology
    92. 92. Common Strategies
    93. 93. Common Strategies • Thought leadership • Useful resources • Exclusive access • Entertainment • Create community
    94. 94. It’s all about the RELATIONSHIP
    95. 95. Social Media Technologies Publics • Objectives • Strategy • Technology
    96. 96. Your Website The Place to Begin
    97. 97. Meaningful Content
    98. 98. 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.
    99. 99. 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.
    100. 100. 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.
    101. 101. 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.
    102. 102. 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.
    103. 103. 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.
    104. 104. 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.
    105. 105. Social Media Types & Tools
    106. 106. Social Media Types & Tools Category Types Popular Examples and Tools
    107. 107. Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets
    108. 108. 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
    109. 109. 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
    110. 110. 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
    111. 111. 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
    112. 112. 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
    113. 113. 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
    114. 114. 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
    115. 115. 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
    116. 116. 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
    117. 117. 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
    118. 118. Beyond your Website
    119. 119. Beyond your Website • RSS Feeds • Blogging • Microblogging • Social Networking • Social Bookmarking • Media Sharing • Podcasting • Virtual Worlds
    120. 120. Syndicating with RSS
    121. 121. 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.
    122. 122. Source: Technorati, eMarketer and Pew Internet & American Life Project Blogging
    123. 123. 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.
    124. 124. 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
    125. 125. 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)
    126. 126. 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)
    127. 127. 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+
    128. 128. 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.
    129. 129. 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.
    130. 130. Microblogging
    131. 131. Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio).
    132. 132. 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:
    133. 133. 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?”
    134. 134. 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?”
    135. 135. 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?”
    136. 136. Why would anyone care what I’m doing every minutes of the day?
    137. 137. Social Networking
    138. 138. Social Networking • An all-in-one site through which to connect with others. • Profiles • Private messaging • Message boards • Groups • Blogging • Media sharing
    139. 139. Social Bookmarking
    140. 140. Social Bookmarking • Organizing online content and sharing your findings/organization with others.
    141. 141. Media Sharing
    142. 142. Media Sharing • Utilizing sites to share photos, audio and video among your organization and its key publics.
    143. 143. Podcasting
    144. 144. 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
    145. 145. Virtual Worlds
    146. 146. Virtual Worlds • Internet-based systems that enable users to interact with others through avatars and other game-like play.
    147. 147. Social Media Strategy
    148. 148. Questions to Answer
    149. 149. Questions to Answer • What is your organization’s mission? What are your short- and long-term objectives?
    150. 150. 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?
    151. 151. 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?
    152. 152. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool
    153. 153. 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
    154. 154. 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 • • • • • •
    155. 155. 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 • • • •
    156. 156. 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 • • • • • •
    157. 157. 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 • • • • • •
    158. 158. 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 • • • • •
    159. 159. 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 • • • • • •
    160. 160. 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 • • • • • •
    161. 161. 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 • • • • •
    162. 162. 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 • • • •
    163. 163. 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 • • • • •
    164. 164. 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 • • • • • •
    165. 165. 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 • • • •
    166. 166. 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 • • •
    167. 167. 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 • • • • • •
    168. 168. 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 • • • • • •
    169. 169. 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 • • • • •
    170. 170. Questions & Answers

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