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UWO Social Media Strategy


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In November I delivered this talk to business students at The University of Western Ontario. We discussed Social Media Strategy and the evolving forms of social media in marketing, advertising and …

In November I delivered this talk to business students at The University of Western Ontario. We discussed Social Media Strategy and the evolving forms of social media in marketing, advertising and public relations.

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  • 1. Social Media Strategy November 16, 2010
  • 2. @liisamarjatta
    • Liisa Sheldrick
    • PR 2.0: Multidisciplinary communications professional with experience in both corporate and agency settings. Thrives in creative, strategic and intellectually challenging situations. Appetite for all things media, entertainment, cultural, social and political.
    • PR, Communications and Marketing: national media relations, corporate communications, employee communications, investor relations, event management, marketing communications, branding and copywriting for traditional media, web SEO and social media.
  • 3. Where you can find me, online.
  • 4.  
  • 5. Who is Using Social Media? How do they use Social Media?
  • 6.
    • My Social Media
    • Top 10
  • 7. Understanding Social Media
    • Consumer Evangelism: Citizen Marketers Ben McConnell and Jackie Huba
    • Spreading Ideas: Idea Virus
    • Seth Godin
    • Iterative Approach: Here Comes Everybody
    • Clay Shirky
    • Social Capital: Whuffie Factor
    • Tara Hunt
  • 8. The Social Consumer
  • 9. Big Brands are using Social Media
  • 10. Ikea
    • 2009 Photo Tagging Contest
    • Custom Social Network: IkeaFans
    • YouTube Channel
    • Online tools, virtual planners, interactive catalogue, and Live Support Chat
  • 11. Starbucks
    • 1 of top 10 most followed brands on Facebook
    • Custom Social Network: My Starbucks Idea
    • Foursquare badges and mayor discounts
    • Facebook App to Reload Your Friends’ Starbucks Card
  • 12. The Gap
    • Fake Twitter Account
    • Logo Generator
    • YouTube Channel
    • Massive Media Coverage
    • Confused Corporate Response
  • 13. Measurement and Web Analytics
  • 14.  
  • 15.  
  • 16. Measurement and Web Analytics
  • 17. A Communications Plan with Social Media Tactics A goal without a plan is just a wish. Antoine de Saint-Exupery
  • 18. Social Media Strategy
    • Research, Benchmark, Brainstorm, Audience Definition, Goals, Objectives, Timeline, Key Messages, Expected and Desired Outcomes
    • Content, Collaboration, Connections, Communicate, Community. But most of all Content.
    • Measurement – Online Community into Participation IRL (In Real Life): Influence and Engagement
  • 19.  
  • 20. The Social Technographics ™ ladder from Forrester Research Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
  • 21. Achieving social media success depends on aligning business objectives with audience from Forrester Research B2B Social Objectives Functional Alignment Success metrics LISTENING Research
    • Customer insight
    • Improved segmentation
    • Reduced pain; alignment of offering with need
    TALKING Marketing, education
    • Changes in reach, impressions, brand awareness
    • Increased share of voice
    • Higher quality of responses to offers
    • Increased velocity of messages in market
    • Increased recommendation, promotion, advocacy
    • Higher trust, brand trust perception
    SPREADING Professional services
    • Faster deployments at new customers
    • Existing customers create new business capacity
    SUPPORTING Customer service, technical support
    • Reduced support costs
    • Higher customer satisfaction
    • Less churn
    EMBRACING Development, Product Marketing
    • Deliver products faster to market
    • Increased loyalty, increased advocacy
  • 22. Measurement and Web Analytics There are many free tools available online for tracking and measuring your brand, your organization, and your content, online: · · · · · · · · · · · · · ·
  • 23.  
  • 24. Social Media Strategy Thanks! Liisa Sheldrick (@liisamarjatta)