1. Find the right people: Get everybody together in the same room. Invite the skeptics as well as the evangelists. Involve the practitioners, not just the rulemakers. MARKETING 2.0 COUNCIL
2. Figure out what’s important: What are your existing goals? What makes sense in your industry? What makes sense in your company? CREATED A LIST OF 2.0 CHANNELS TO ADDRESS
3. Focus on recommendations: Create task forces. Find and create best practices. Decide what you can reasonably accomplish.
BUILD A FRAMEWORK
1. Put someone in charge: Where does it live? Hire or designate? Create a support structure (Digital Synapse Unit)
2. Create guidelines: Be clear and concise. Include dos as well as don’ts. Include examples.
3. Communicate, communicate, communicate: Communicate as often as possible in every channel you have. Spotlight successes. Lead by example.
BUILD A STRATEGY
1. Define success: What are you trying to accomplish? How will you measure your activities? How will you know if you've succeeded?
2. Map social media to goals: “ You don’t need a social media strategy, you need a brand strategy that includes social media.” Bert Dumars What tactics do you already use to support your goals? Which social media tools support those tactics?
3. Give your people the tools: Listening Templates, plans and best practices Analytics
What are you already doing that you can leverage? KINAXIS MODEL
Integrating Social Media Without Adding Headcount - Social Fresh Charlotte 2010 - David B Thomas
<ul><li>David B. Thomas </li></ul><ul><li>@DavidBThomas </li></ul><ul><li>SAS Social Media Manager </li></ul><ul><li>SocialFresh Charlotte #SoFresh </li></ul><ul><li>August 16, 2010 </li></ul>Structuring for Social Media Success (Integrating social media without adding headcount)
Who is your audience? Who will be your audience in 2020? 2030? 2040?
“ Marketing is a discipline in a period of great change, of which it is still evolving.” unsuccessful job applicant
“ Social media now is the new age of the inernet.” howtocookfish.org
“ Social media may be a phenomenon, but it’s not a fad. It has already changed the way people (and companies) communicate.” David B. Thomas
“ Social media may be a phenomenon, but it’s not a fad. It has forever changed the way people (and companies) communicate.” David B. Thomas
Three steps to building a successful social media structure
<ul><li>Build awareness </li></ul><ul><li>Build a framework </li></ul><ul><li>Build a strategy </li></ul>
The Executive’s Guide to Enterprise Social Media Strategy by David B. Thomas & Mike Barlow coming February 2011 from Wiley from Wiley from Wiley from Wiley from Wiley from Wiley from Wiley from Wiley from Wiley from Wiley
Photo credits <ul><li>Other than my own, the photos in this presentation were sourced via www.creativecommons.org and Flickr , and are licensed under Creative Commons. </li></ul><ul><li>My sincere thanks to the photographers. </li></ul><ul><li>To see the photo credits, please visit </li></ul><ul><li>http://delicious.com/davidbthomas/presopics . </li></ul>
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