Take The Plunge: Integrating Social Media into your Organizational Strategy

Cleveland/Bradley Chamber of Commerce Monday, June 22, 2009 Take the PLUNGE • An audience-driven workshop • Integrating Social Media into your Organizational Strategy Kevin S. Trowbridge

This Afternoon

This Afternoon • Review the strategic planning process • Explore common social media tools • Consider social media’s place in your communication efforts • Answer your questions

Why Social Media?

Why Social Media? Social media enables organizations and their publics to connect, interact and collaborate like never before.

Why Social Media? Social media enables organizations and their publics to connect, interact and collaborate like never before. Monitor Engage Participate Lead Conversation

Why Social Media? Why not?

Strategic Planning Process Publics • Objectives • Strategy • Technology

You and Your Publics Publics • Objectives • Strategy • Technology

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%

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% • 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%

Organizational Objectives Publics • Objectives • Strategy • Technology

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 • Establish or maintain thought leadership • Provide useful resources • Give exclusive access • Entertain • Create community

It’s all about the RELATIONSHIP

Social Media Technologies Publics • Objectives • Strategy • Technology

Your Website The Place to Begin

Meaningful Content

Social Media Types & Tools Categories from 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 Category Types Popular Examples and Tools Categories from 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 Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Categories from 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 Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Categories from 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 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 Categories from 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 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 Categories from 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 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 Categories from 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 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 Categories from 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.

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 platform for posting short text updates to the Web and mobile devices, usually limited 140 characters. May link to photos, audio and video.

Microblogging • A platform for posting short text updates to the Web and mobile devices, usually limited 140 characters. May link to photos, audio and video. • Utilizes hash tags (#) to add contexts or associations.

Microblogging • A platform for posting short text updates to the Web and mobile devices, usually limited 140 characters. May link to photos, audio and video. • Utilizes hash tags (#) to add contexts or associations. • Often answers the question: “What are you doing?” But better questions include:

Microblogging • A platform for posting short text updates to the Web and mobile devices, usually limited 140 characters. May link to photos, audio and video. • Utilizes hash tags (#) to add contexts or associations. • Often answers the question: “What are you doing?” But better questions include: • “What just happened?”

Microblogging • A platform for posting short text updates to the Web and mobile devices, usually limited 140 characters. May link to photos, audio and video. • Utilizes hash tags (#) to add contexts or associations. • Often answers the question: “What are you doing?” But better questions include: • “What just happened?” • “What do we need to know?”

Microblogging • A platform for posting short text updates to the Web and mobile devices, usually limited 140 characters. May link to photos, audio and video. • Utilizes hash tags (#) to add contexts or associations. • Often 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

Your Technologies Using Short-term Long-term No Plans

Your Technologies Using Short-term Long-term No Plans 67% 11% 44% 56% 56% 6% 76% 22% 6% 89% 33% 17% 17% 44% 17% 33% 17% 17% 6% 22% 6% 6% 12% 11% 11% Web RSS Blogging Micro-blogging Social Networking Media Sharing Podcasting

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 • • • • •

Risks of Engagement

Risks of Engagement Negative comments and criticism Likely

Risks of Engagement Negative comments and criticism Likely Loss of control over your message Likely

Risks of Engagement Negative comments and criticism Likely Loss of control over your message Likely Misunderstand the culture and make a mistake Likely

Risks of Engagement Negative comments and criticism Likely Loss of control over your message Likely Misunderstand the culture and make a mistake Likely Unprepared or “loose-canon” employee/volunteer Possible

Risks of Engagement Negative comments and criticism Likely Loss of control over your message Likely Misunderstand the culture and make a mistake Likely Unprepared or “loose-canon” employee/volunteer Possible Legal liabilities Unlikely

Risks of Engagement Negative comments and criticism Likely Loss of control over your message Likely Misunderstand the culture and make a mistake Likely Unprepared or “loose-canon” employee/volunteer Possible Legal liabilities Unlikely Jeopardize the mission Unlikely

Risks of Engagement Negative comments and criticism Likely Loss of control over your message Likely Misunderstand the culture and make a mistake Likely Unprepared or “loose-canon” employee/volunteer Possible Legal liabilities Unlikely Jeopardize the mission Unlikely Destroy the organization Unlikely

Key Considerations

Key Considerations • User-generated and controlled media

Key Considerations • User-generated and controlled media • Portability and mobility

Key Considerations • User-generated and controlled media • Portability and mobility • Increasing competition

Key Considerations • User-generated and controlled media • Portability and mobility • Increasing competition • Fiscal sustainability

Key Considerations • User-generated and controlled media • Portability and mobility • Increasing competition • Fiscal sustainability • Skilled human resources

Social Media Myths

Social Media Myths 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.

Cleveland/Bradley Chamber of Commerce Monday, June 22, 2009 Take the PLUNGE • An audience-driven workshop • Integrating Social Media into your Organizational Strategy Kevin S. Trowbridge

Take The Plunge: Integrating Social Media into your Organizational Strategy

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