Social <br />Communication: <br />General Strategy<br />Having a presence in social media is worthless unless you do somet...
Outline<br />Platform vs. Activity<br />What are we interested in?<br />Need + Strategy = Success<br />Are you ready for s...
Socialmedia<br />Socialcommunications<br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
Socialcommunications<br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
Social Media isn’t just Marketing<br />Lead Acquisition<br />Online Reputation Management<br />Collaboration<br />P.R.<br ...
Assessment<br />Awareness<br />Do enough people know about us? <br />Context<br />Do people think of us in the right way?<...
The Two Social Media Build Scenarios<br />Your organization is fairly new to Social Media, and you have to start from scra...
How to Clean Up the Pirate Ship Model<br />Respect the pirates. They know how to execute.<br />2.   Invite the pirates to ...
Three-Step Process (1 of 3)<br />Step 1: Strategy& Development<br />Identifying goals<br />Identifying key departments<br ...
Three-Step Process (2 of 3)<br />Getting departments up to speed<br />Training staff<br />Enabling technology and tools<br...
Three-Step Process (3 of 3)<br />Step 3: Management & Execution<br />Community management<br />Online reputation managemen...
Centralized Management Model<br />Command Structure<br />Highly organized<br />CEO<br />noahechols@gmail.comNoah Echols, S...
Decentralized Management Model<br />Division<br />Program<br />Strategy<br />Autonomous structure<br />Open-source model<b...
Social Communication Management Team<br />Analytical<br />Loves numbers<br />Excel Sensei<br />Data visualization<br />Str...
Potential Pitfalls<br />Jumping in without adequate preparation<br />Not securing key partnerships<br />Delegating importa...
noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
Resources<br />Social Media ROI – Olivier Blanchard<br />ExploringSocialMedia.com<br />nvechols.com<br />smiatl.com<br />n...
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Building a Social Communication Strategy

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This was a 20 minute talk at the Latino Entrepreneurship Workshop in Atlanta, GA on how to approach social media from a business standpoint. This is a general presentation to guide business leaders into thinking strategically about the shift in how consumers are communicating

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Building a Social Communication Strategy

  1. 1. Social <br />Communication: <br />General Strategy<br />Having a presence in social media is worthless unless you do something with it.<br />
  2. 2. Outline<br />Platform vs. Activity<br />What are we interested in?<br />Need + Strategy = Success<br />Are you ready for social media?<br />Is there a need?<br />Finding Your Model<br />Centralized or Decentralized?<br />How to manage it.<br />Three Step Process<br />From strategy to deployment to measurement.<br />Building a Team<br />What it looks like.<br /><br /><br /><br /><br /><br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
  3. 3. Socialmedia<br />Socialcommunications<br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
  4. 4. Socialcommunications<br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
  5. 5. Social Media isn’t just Marketing<br />Lead Acquisition<br />Online Reputation Management<br />Collaboration<br />P.R.<br />Business Development<br />Retention<br />Customer Service<br />Research<br /> Marketing<br />Sales<br />Competitor Insights<br />Search/SEO<br />Business Measurement<br />Thought Leadership<br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
  6. 6. Assessment<br />Awareness<br />Do enough people know about us? <br />Context<br />Do people think of us in the right way?<br />Value<br />Do people understand our value? <br />Relevance<br />Do people appreciate our value to them?<br />Catalysts<br />Do people have a reason to think about us? <br />To engage with us? To buy into us?<br />Social media is <br />there to drive, <br />amplify and <br />reinforce all of <br />these things<br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
  7. 7. The Two Social Media Build Scenarios<br />Your organization is fairly new to Social Media, and you have to start from scratch. <br />Next on the agenda: Establishing business objectives, developing a strategy, and bringing all departments to the table to discuss synergies.<br />2. Your organization already has clusters of activity in the Social Media space. These are mostly decentralized, autonomous, and disconnected. <br />Next on the agenda: Harness, incorporate, organize.<br />“Pirate ships” – Chris Brogan<br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
  8. 8. How to Clean Up the Pirate Ship Model<br />Respect the pirates. They know how to execute.<br />2. Invite the pirates to the table. Recognize their wins.<br />3. Ask the pirates to report on what they see and hear.<br />4. Ask the pirates to report on their wins and losses.<br />5. Ask the pirates how you can help them win more.<br />6. Equip the pirates and send them on missions.<br />7. Ask the pirates to help you build up your fleet.<br />8. Ask the pirates to play a leadership role.<br />9. Ask the pirates to write the playbook for you.<br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
  9. 9. Three-Step Process (1 of 3)<br />Step 1: Strategy& Development<br />Identifying goals<br />Identifying key departments<br />Developing strategies and tactics<br />Setting targets and budgets<br />Clarifying intent<br />Exploring potential legal issues<br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
  10. 10. Three-Step Process (2 of 3)<br />Getting departments up to speed<br />Training staff<br />Enabling technology and tools<br />Creating the internal infrastructure<br />Working with Legal, IT, HR, etc.<br />Creating social media handbook<br />Developing the organization<br />Continuous improvement<br />Step 2: Operational Deployment<br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
  11. 11. Three-Step Process (3 of 3)<br />Step 3: Management & Execution<br />Community management<br />Online reputation management<br />Monitoring <br />Measurement<br />Digital support<br />Internal collaboration<br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
  12. 12. Centralized Management Model<br />Command Structure<br />Highly organized<br />CEO<br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
  13. 13. Decentralized Management Model<br />Division<br />Program<br />Strategy<br />Autonomous structure<br />Open-source model<br />Campaign<br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
  14. 14. Social Communication Management Team<br />Analytical<br />Loves numbers<br />Excel Sensei<br />Data visualization<br />Strategically-<br />Minded<br />CEO-type<br />Entrepreneurial<br />Sees all the angles<br />Operational<br />Aptitude<br />COO-type<br />Very organized<br />Works across silos<br />Communications-minded<br />Customer service<br />Public Relations<br />Task-oriented<br />Caring and trustworthy<br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
  15. 15. Potential Pitfalls<br />Jumping in without adequate preparation<br />Not securing key partnerships<br />Delegating important tasks to over-worked employees<br />Not seeing outside of marketing<br />Not allocating appropriate resources for training, research, and execution <br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
  16. 16. noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />
  17. 17. Resources<br />Social Media ROI – Olivier Blanchard<br />ExploringSocialMedia.com<br />nvechols.com<br />smiatl.com<br />noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11 <br />

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