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UWO Social Media Strategy
 

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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    UWO Social Media Strategy UWO Social Media Strategy Presentation Transcript

    • Social Media Strategy November 16, 2010
    • @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.
    • Where you can find me, online.
    •  
    • Who is Using Social Media? How do they use Social Media?
      • My Social Media
      • Top 10
    • 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
    • The Social Consumer
    • Big Brands are using Social Media
    • Ikea
      • 2009 Photo Tagging Contest
      • Custom Social Network: IkeaFans
      • YouTube Channel
      • Online tools, virtual planners, interactive catalogue, and Live Support Chat
    • 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
    • The Gap
      • Fake Twitter Account
      • Logo Generator
      • YouTube Channel
      • Massive Media Coverage
      • Confused Corporate Response
    • Measurement and Web Analytics
    •  
    •  
    • Measurement and Web Analytics
    • A Communications Plan with Social Media Tactics A goal without a plan is just a wish. Antoine de Saint-Exupery
    • 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
    •  
    • 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
    • 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
      ENERGIZING Sales
      • 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
    • Measurement and Web Analytics There are many free tools available online for tracking and measuring your brand, your organization, and your content, online: · http://www.collecta.com · http://www.quarkbase.com · http://addictomatic.com · http://www.whostalkin.com · http://www.samepoint.com · http://blogpulse.com · http://answers.yahoo.com · http://tweetbeep.com · http://www.google.com/alerts · http://bit.ly · https://ping.fm/login · http://labs.digg.com/swarm/?popular · http://newsmap.jp · http://trend.icerocket.com
    •  
    • Social Media Strategy Thanks! Liisa Sheldrick (@liisamarjatta)