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Integrating Social Media Without Adding Headcount - Social Fresh Charlotte 2010 - David B Thomas
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Integrating Social Media Without Adding Headcount - Social Fresh Charlotte 2010 - David B Thomas

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  • BUILD AWARENESS
  • 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

Transcript

  • 1.
    • David B. Thomas
    • @DavidBThomas
    • SAS Social Media Manager
    • SocialFresh Charlotte #SoFresh
    • August 16, 2010
    Structuring for Social Media Success (Integrating social media without adding headcount)
  • 2. Who is your audience? Who will be your audience in 2020? 2030? 2040?
  • 3.  
  • 4. “ Marketing is a discipline in a period of great change, of which it is still evolving.” unsuccessful job applicant
  • 5. “ Social media now is the new age of the inernet.” howtocookfish.org
  • 6. “ 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
  • 7. “ 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
  • 8. Three steps to building a successful social media structure
  • 9.
    • Build awareness
    • Build a framework
    • Build a strategy
  • 10. Build awareness
  • 11. Find the right people
  • 12. Figure out what’s important
  • 13. Focus on recommendations
  • 14. Build a framework
  • 15. Put someone in charge
  • 16. Create guidelines
  • 17. Communicate, communicate, communicate
  • 18. Build a strategy
  • 19. Define success
  • 20. Map social media to goals
  • 21. Give your people the tools
  • 22. Use what you have
  • 23. Questions?
  • 24. dbthomas.com
  • 25. 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
  • 26. Photo credits
    • Other than my own, the photos in this presentation were sourced via www.creativecommons.org and Flickr , and are licensed under Creative Commons.
    • My sincere thanks to the photographers.
    • To see the photo credits, please visit
    • http://delicious.com/davidbthomas/presopics .