Social Networking Strategy

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Notes on slide 1

Hello and Thank you for inviting us to present our response to Frank’s un-RFP. Find out who’s on the call, and their role in the MMS.

When superimpose these two images together, you get an idea of how your focus might jive with what social media is good for. You can also see how it’s all going to have to work together for you to achieve the more inspired benefits of social media.

Our approach always starts with listening. In the short-term, this is how you’re finding your champions and stakeholders who are already online. Looking ahead, a strong social media monitoring program will be really important, especially for brand and reputation management. You can see from this slide that every part of our approach is informed by listening. So then, the strategy development becomes essential. You guys already know a lot about your stakeholders from the social technographics research you’ve done. You also know from experimentation what’s worked and what hasn’t. We’ll lay it all out and see where we stand and where we want to go from here. Then, everything else is based on that strategy. We generally launch something, feed and nurture it to see if it will take root on its own, evaluate how it’s going, then tweak the strategy according to what we’ve learned. From the slide, it looks like you can do all of this in a week – but it takes time. You could make it around the circle in 6 months, or it could take a year or more. It’s a journey.

We won’t spend a lot of time on this slide, but it begins to show how multi-faceted this process can be. There’s a lot to consider, and your content strategy needs to be flexible enough to feed any and all of these different facets of the social web. I’m gonna go out on a limb and guess that you guys have everything you need for all of this already, it’s just a matter of a few tweaks here and there.

Another part of your un-RFP had to do with integrating traditional media with social media. You definitely want it all to go together. I hope you like metaphors… We see traditional media as the rock, the land, solid and important, but not fluid. Digital media, on the other hand, flows like water. And that flow will, overtime, shape the rock. Finally, social media is the clouds, picking up the water and carrying it wherever they go until they let it fall as rain.

Favorites, Groups & Events

Social Networking Strategy - Presentation Transcript

Social Networking Strategies www.SOCIAL FISH .org
Part One Strategy Overview
Objectives [This Slide Intentionally Left Blank]
Social Media Strategy Listening Cyclical Approach Launch an Initiative Feed & Nurture Develop a Strategy Measure & Evaluate
Social Media Strategy Mobile Video Widgets Social Bookmarks Feeds and Content Syndication Social Networks Blogs & Micro-blogging Big Picture
Content Strategy Traditional media ~ rock Digital media ~ water Social media ~ clouds Flickr photo credit: Alex Pears Integrating Media
Part Two Word of Mouth Strategy
Word of Mouth
- Talkers
- Topics
- Tools
- Take Part
- Track
The 5 T’s Author: Andy Sernovitz
Word of Mouth
- Talkers—advisors, speakers, bloggers, industry partners
- Topics—big names, discount codes, free webinar, scholarship
- Tools—blog, outposts, sharing, SEO, email, Groupsite
- Take Part—year-round community-building
- Track—Twitter Search, Google alerts, Google analytics, bit.ly URL tracking, registration.
Buzz2009 Living Case Study
Part Three Back to Basics: Building Community
Community Basics Lesson 1. Be a real person
Community Basics Lesson 1. Be a real person
Community Basics Lesson 2. Communities need purpose videos photos friends books jobs Name that Website
Community Basics Lesson 3. Community happens in small groups
Community Basics Lesson 3. Community happens in small groups What suit are you?
Part Four Organizational Concerns
Content Strategy Traditional media ~ static versus fluid Digital media ~ key assets & frequency Social media ~ feed the outposts Flickr photo credit: Alex Pears Integrating Media
Content Strategy Flickr photo credit: Phil Gimp Operational Integration
Social Media Policies Framework
Social Media Policies
- Code of Conduct/Ethics
- Social media policy for employees, members and/or volunteers
- Terms of use or user agreement
- Privacy
- Disclaimers
- Copyright, intellectual property
- Blogs – posting & commenting policies
- Moderator’s guidelines
- Logo guidelines
- Crisis communication plan
Types of Policies
Case Study Policies in Plain English
Questions http:// www.socialfish.org /tags/EEOC Lindy Dreyer Chief Social Media Marketer [email_address] Skype/Twitter: lindydreyer