Presentation to NAICU: "Clothing the Emperor: 10 Steps to A Social Media Strategy

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"Clothing The Emperor" is presentation designed to walk organizations through the 10 questions they need to ask in order to develop a social media strategy. This version of the presentation was given on January 30, 2011 to the NAICU Public Relations Academy.

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  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.\n
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  • Presentation to NAICU: "Clothing the Emperor: 10 Steps to A Social Media Strategy

    1. 1. 1Clothing the Emperor10 Questions to Ask When Developing A Social www.idfive.com Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 Media
    2. 2. 2 Source: Alterian’s Eighth Annual Survey, 2011 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    3. 3. 3Marshal McLuhan “The medium is the message.” Media: a technology that affects society not by its content but by its characteristics. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    4. 4. 4 no “content”... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    5. 5. 5 “media” Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    6. 6. 5 “mass media” Receiver rd ata ati on o in form Sender information or data Receiver info rma tion or d ata Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    7. 7. 6 social: the interaction of humans with other humansmedia: technology used to store and deliver information or data 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    8. 8. 7 social media Participant or data ma tion r info Participant information or data Participant infor mati on o r dat a Participant 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    9. 9. 8Social Media: technologies that facilitate interactions between humans using information or data. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    10. 10. 9Social Media:technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    11. 11. 10 A (somewhat incomplete) Timeline of Social Media not to scale USENET 1979 listserv Napster flickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003postal servicePersia, 550BC The Palace radio ARPANET Wikipedia 1994 twitter 1891 1969 2001 The WELL Facebook 2006 1985 Friendster 2003 2002 @ MySpace YouTube email Third Voice 2003 2005 1966 BBS IRC 1999 1978 1988 telephone del.icio.us ~1890 2003 telegraph France, 1792 MUD1 Blogger 1978 1999 CompuServe MoveOn 1969 1998 digg epinions 2004 1999 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    12. 12. 11 What are you trying to accomplish? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    13. 13. 12Social Media Matters:50% of Forbes collegerankings based on socialmedia sources. the staff at CCAP gathered data from a variety of sources. They based 25% of the rankings on 4 million student evaluations of courses and instructors, as recorded on the Web site RateMyProfessors.com. Another 25% is based on post-graduate success, equally determined by enrollment-adjusted entries in Whos Who in America, and by a new metric, the average salaries of graduates reported by Payscale.com. source: Roger Casey, President, McDaniel College 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    14. 14. 13 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    15. 15. 13 Leads? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    16. 16. 13 Leads? Conversions? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    17. 17. 13 Leads? Conversions? Awareness? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    18. 18. 14 Success Metric ÷ Money Spent 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    19. 19. 15 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    20. 20. 15$5,000 spent =$5/click1,000 clicks 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    21. 21. 15$5,000 spent =$5/click1,000 clicks1,000 clicks =10% conversion to leads =$50/lead100 emails 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    22. 22. 15$5,000 spent =$5/click1,000 clicks1,000 clicks =10% conversion to leads =$50/lead100 emails 100 emails =5% conversion to sales =$1,000/5 enrollments enrollment 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    23. 23. 15$5,000 spent =$5/click1,000 clicks1,000 clicks =10% conversion to leads =$50/lead100 emails 100 emails =5% conversion to sales =$1,000/5 enrollments enrollment $1,000/enrollment 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    24. 24. 16 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    25. 25. 16 Hope is not a strategy. Rick Page 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    26. 26. 17 Why Social Media? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    27. 27. 18Why? ๏ Where’s your audience? ๏ Do you want to build stronger relationships? ๏ Do you just want to be on the bandwagon? ๏ Do we fill a niche that’s not filled anywhere else? ๏ Do you do something better? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    28. 28. 19 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    29. 29. 20 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    30. 30. 21 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    31. 31. 22 Source: Mobile Shopping Framework: The role of mobile devices in the shopping process Yahoo! January 2011 Source: OTX “Teen Topix” Study, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    32. 32. 23HOWEVER... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    33. 33. 24Ages of Mobile Social Media Users13-17 : 7%18-24 : 16%25-34 : 34%35-54 : 36%55-64 : 5%65+ :Nielsen, December 2009source: 2%Facebook: It’s not “the kids”•400 Million Active Users•50% over 35•26.8 under 24•Older users stay longersource: New York Times, March 2010 Twitter: still figuring it out •24 and younger fastest growing segment •70% over 25 •57% income $60,000+ •52% college or graduate degree source: Quantcast, February 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    34. 34. 25 What kind of social media will best help you achieve your goals? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    35. 35. 26Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising ๏ Virtual Worlds Awareness Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    36. 36. Are you prepared to give up control of your 27 brand...even a little bit? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    37. 37. 28 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    38. 38. 29 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    39. 39. 29 Company brand Customers 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    40. 40. 30 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    41. 41. 30 Brands are collaborations. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    42. 42. 31There’s nowhere to hide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    43. 43. 31There’s nowhere to hide ๏ Memes travel...or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    44. 44. 31There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    45. 45. 31There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out ๏ Your brand is your experience....like it or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    46. 46. 31There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out ๏ Your brand is your experience....like it or not ๏ Forget about “crafting” anything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    47. 47. 31There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out ๏ Your brand is your experience....like it or not ๏ Forget about “crafting” anything ๏ Embrace your detractors 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    48. 48. 31There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out ๏ Your brand is your experience....like it or not ๏ Forget about “crafting” anything ๏ Embrace your detractors ๏ BE HONEST 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    49. 49. 32 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    50. 50. 33 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    51. 51. 34 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    52. 52. 34 Engage. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    53. 53. How do you plan to get people to visit?35 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    54. 54. 36 Not very likely 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    55. 55. 37 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    56. 56. 38Who is going to be responsible formaintaining your social media presence? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    57. 57. 39 Roadkill painting syndrome 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    58. 58. 40Tips on staffing ๏ Make it part of the job description ๏ Provide clear evaluation criteria ๏ Expect autonomy ๏ Recognize the new workload ๏ Integrate with communications: it’s not a technical position 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    59. 59. 41 Do you have the resources? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    60. 60. 42Costs ๏ Content creation on a regular basis ๏ Setting up site ๏ Monitoring ๏ Reporting ๏ Opportunity cost ๏ Production 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    61. 61. How does social media fit into a larger43 marketing/communications strategy? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    62. 62. 44 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    63. 63. others Influencers self advertising direct (email, print, phone, etc.) influencers search influencers social media/peers web site Enrollmen Attention Interest Refinement Application Acceptance t“getting on the radar”“making it on the list” “making the cut” “taking the plunge” “decision time!”• experience • cost • financial aid availability • financial aid availability • financial aid offer• reputation • geography • campus visit • cost • other acceptances• awareness • majors • personal experience • brand experience • ongoing personal contact• 3rd party ratings • academics • academics • personal contact • peers• peers • campus characteristics• campus characteristics • family influence• family/influencers • peers • peers objective Decision Factors individual 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 45
    64. 64. 46 Carton’s Law: What Works Best Online is What Can Only Work Online 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    65. 65. 47 Carton’s Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    66. 66. What constitutes success?48 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    67. 67. 49Success Metrics ๏ Traffic ๏ Leads ๏ Enrollments ๏ Retention ๏ Engagement ๏ Awareness ๏ Being cool 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    68. 68. 50 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    69. 69. 51 What are you going to do less of if you commit resources to social media? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    70. 70. 52 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    71. 71. 53Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    72. 72. 54Managing the Conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    73. 73. 54Managing the Conversation ๏ Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    74. 74. 54Managing the Conversation ๏ Plan ๏ Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    75. 75. 54Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    76. 76. 54Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    77. 77. 54Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    78. 78. 55 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    79. 79. 56The 5 big questions 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    80. 80. 56The 5 big questions1.Why are we doing this? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    81. 81. 56The 5 big questions1.Why are we doing this?2.How does it fit into our institutional mission and strategic plans? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    82. 82. 56The 5 big questions1.Why are we doing this?2.How does it fit into our institutional mission and strategic plans?3.Who is going to maintain it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    83. 83. 56The 5 big questions1.Why are we doing this?2.How does it fit into our institutional mission and strategic plans?3.Who is going to maintain it?4. How are we going to pay for it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    84. 84. 56The 5 big questions1.Why are we doing this?2.How does it fit into our institutional mission and strategic plans?3.Who is going to maintain it?4. How are we going to pay for it?5.What are we going to do less of? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    85. 85. 57Reputation Tracking Resources ๏ www.trackur.com ๏ www.whostalkin.com ๏ search.twitter.com ๏ www.blogsearchengine.com ๏ www.rapleaf.com ๏ www.blogpulse.com ๏ blogsearch.google.com ๏ www.monitter.com ๏ www.boardreader.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    86. 86. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    87. 87. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    88. 88. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    89. 89. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    90. 90. 59Lessons of Generation TXT 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    91. 91. 59Lessons of Generation TXT๏ Things have changed. Drastically. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    92. 92. 59Lessons of Generation TXT๏ Things have changed. Drastically.๏ New technology, new mindset. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    93. 93. 59Lessons of Generation TXT๏ Things have changed. Drastically.๏ New technology, new mindset.๏ Show, don’t tell. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    94. 94. 59Lessons of Generation TXT๏ Things have changed. Drastically.๏ New technology, new mindset.๏ Show, don’t tell.๏ More information is better...they’re going to find it out anyway. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    95. 95. 59Lessons of Generation TXT๏ Things have changed. Drastically.๏ New technology, new mindset.๏ Show, don’t tell.๏ More information is better...they’re going to find it out anyway.๏ Accountability is a must. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    96. 96. 59Lessons of Generation TXT๏ Things have changed. Drastically.๏ New technology, new mindset.๏ Show, don’t tell.๏ More information is better...they’re going to find it out anyway.๏ Accountability is a must.๏ Authenticity is a given. “Three Under a Tree” ain’t gonna work anymore. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    97. 97. 59Lessons of Generation TXT๏ Things have changed. Drastically.๏ New technology, new mindset.๏ Show, don’t tell.๏ More information is better...they’re going to find it out anyway.๏ Accountability is a must.๏ Authenticity is a given. “Three Under a Tree” ain’t gonna work anymore.๏ It’s about the experience. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    98. 98. 59Lessons of Generation TXT๏ Things have changed. Drastically.๏ New technology, new mindset.๏ Show, don’t tell.๏ More information is better...they’re going to find it out anyway.๏ Accountability is a must.๏ Authenticity is a given. “Three Under a Tree” ain’t gonna work anymore.๏ It’s about the experience.๏ Think individuals, not audiences 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    99. 99. 60 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    100. 100. 61Let’s talk!sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

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