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How to develop a social media strategy. Intended for seniorr organizational managers to understand social media from a management perspective and how to develop a business strategy to apply social......

How to develop a social media strategy. Intended for seniorr organizational managers to understand social media from a management perspective and how to develop a business strategy to apply social media to customer engagement, recruitment and retention. Also covers aspects of Intellectual Property strategy, online community management guidelines and integrated communication strategy.

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  • What is your Social Media Strategy?
  • Today's social media environment is crowded and noisy! New tools are appearing every day and social media hype and jargon is confusing to most of us.
  • It is important to define your social media strategy following a sequence of logical steps, with the next step building on the base of the step before it.
  • It is important to define your social media strategy following a sequence of logical steps, with the next step building on the base of the step before it.
  • The selection of a technology platform cannot assure success, but the selection of the wrong platform can assure failure…. Your technology must be elegant, making the participation of your members and customers as easy and as intuitive as possible…
  • When discussing social media, we most often think of online network applications like LinkedIn, Facebook or MySpace. Today's public social networking applications allow anyone with a specific interest to link with and communicate with others on that particular social network that share those interests.
  • When discussing social media, we most often think of online network applications like LinkedIn, Facebook or MySpace. Today's public social networking applications allow anyone with a specific interest to link with and communicate with others on that particular social network that share those interests.
  • When discussing social media, we most often think of online network applications like LinkedIn, Facebook or MySpace. Today's public social networking applications allow anyone with a specific interest to link with and communicate with others on that particular social network that share those interests.
  • When discussing social media, we most often think of online network applications like LinkedIn, Facebook or MySpace. Today's public social networking applications allow anyone with a specific interest to link with and communicate with others on that particular social network that share those interests.
  • When discussing social media, we most often think of online network applications like LinkedIn, Facebook or MySpace. Today's public social networking applications allow anyone with a specific interest to link with and communicate with others on that particular social network that share those interests.
  • When discussing social media, we most often think of online network applications like LinkedIn, Facebook or MySpace. Today's public social networking applications allow anyone with a specific interest to link with and communicate with others on that particular social network that share those interests.
  • When discussing social media, we most often think of online network applications like LinkedIn, Facebook or MySpace. Today's public social networking applications allow anyone with a specific interest to link with and communicate with others on that particular social network that share those interests.
  • When discussing social media, we most often think of online network applications like LinkedIn, Facebook or MySpace. Today's public social networking applications allow anyone with a specific interest to link with and communicate with others on that particular social network that share those interests.
  • What is your Social Media Strategy?
  • It is important to define your social media strategy following a sequence of logical steps, with the next step building on the base of the step before it.
  • Because a Social Network is potentially so powerful, you have to be very clear what it is you are trying to achieve with your community over the long haul.
  • The goals of your organization are not the same as the goals of your members or clients. The business challenge is: How do I meet my organizational goals while meeting the goals of my members or clients? The answer is delivered through a well thought out and well executed Social Network Strategy.
  • This is one way of looking at the community of users for social networks. There are those that are “extroverts”, used to public communications and those that are “introverts”, that feel uncomfortable to communicate publicly. You also have those that are “technically challenged” for whom email is the limit of technological skill and then there are those that are “technically competent”, absorbing every new applications, tool, technique and term. For the sake of illustration, the typical “Senior Manager” would be comfortable with public communication but may not be comfortable in using technology to do so. Whereas the “Networker” would be the person that has 100’s of contacts on several networking platforms. Our “Geek” would be that technical wiz that prefers his or her own company and likes to monitor what is happening without being visible. And then there are the “Disconnected”, those people who are completely missed by most discussion about the “Social Network” revolution because they are not yet ‘online’, and so are invisible…
  • As social technology tools become more common, and as people from every social demographic group increasingly use online communications tools, your social networking community will continue to grow.
  • You need only a few “Champions”; experienced and passionate experts, to drive a successful social network. The majority of your online community are there to learn and consume content with a small percentage that will be actively engaged in the discussion and even fewer that will provide thought leadership and stimulate engagement within the community.
  • When creating your social media community, focus on your highest value customer segment as the core of your community.
  • Online communities need champions to bring them to life and keep the community active and vibrant.
  • You want to identify the best and the brightest in your sector, profession or industry to represent the voice of your “peer to peer” community.
  • Social media communications is first about listening to better prepare your external messaging.
  • The social media communications “virtuous circle”
  • Social Media has obvious potential to positively ompact your organization but how will you know which of your tools and activities is working? That is the purpose of measurement.
  • Measurement for social media activities are more difficult because a number of our objectives are less tangible. However, we are able to set specific metrics for exch phase of the social media communication cycle.
  • Measurement for social media activities are more difficult because a number of our objectives are less tangible. However, we are able to set specific metrics for exch phase of the social media communication cycle.
  • Measurement for social media activities are more difficult because a number of our objectives are less tangible. However, we are able to set specific metrics for exch phase of the social media communication cycle.
  • Use the matrix to identify which tool to use for which communication objective.
  • Use this matrix to schedule the frequency of the communication tools and channels indicated.
  • Most organizations' Intellectual Property is their most important asset but few have a well defined, written IP strategy. Social Networks, with their User generated Content will have a significant impact on you IP strategy and approach, whether you have a formal IP strategy or not!
  • Most organizations' Intellectual Property is their most important asset but few have a well defined, written IP strategy. Social Networks, with their User generated Content will have a significant impact on you IP strategy and approach, whether you have a formal IP strategy or not!
  • Most associations’ Intellectual Property is their most important asset but few have a well defined, written IP strategy. Social Networks, with their User generated Content will have a significant impact on you IP strategy and approach, whether you have a formal IP strategy or not!
  • Most associations’ Intellectual Property is their most important asset but few have a well defined, written IP strategy. Social Networks, with their User generated Content will have a significant impact on you IP strategy and approach, whether you have a formal IP strategy or not!
  • Use the draft Online Community Guidelines to formulate policies that fit with the culture of your online community and organization.
  • Know what you want to do, understand what your IP strategy is and then get expert advice to put this information into a business plan for your social networking community….

Transcript

  • 1. FACEBOOK is Not a Social Media Strategy NAW, Washington DC, 26 January 2010 TERRANCE BARKAN CAE Chief Strategist | Business Architect – GLOBALSTRAT
  • 2. The big picture What is your Social Media Strategy?
  • 3. SOCIAL MEDIA WHAT IS IT? BlackPlanet.com , Flickr.com , Reunion.com, aSmallWorld, Bebo , Blue Dot, Bolt, Broadcaster.com, Buzznet, CarDomain , Consumating, Couchsurfing , Cyworld, Dandelife, DeadJournal, DontStayIn, Doostang, Ecademy , eSPIN, Facebook , Faceparty, Flickr, Flirtomatic, Fotki, Friends Reunited , Gaia Online, Geni.com, GoPets, Graduates.com, Grono.net , Hyves, imeem, G o o g l e , Infield Parking , IRC-Galleria, iWiW, Joga, Bonito, Last.fm, LibraryThing, LinkedIn , LiveJournal, LunarStorm, MEETin, MiGente.com, Mixi, MOG, Multiply, My Opera Community , myYearbook, Netlog, Nexopia, OUTeverywhere, Passado, Piczo, Playahead, ProfileHeaven, Pownce, RateItAll , Reunion.com, Searchles, Sconex, Shelfari ,Soundpedia, Sportsvite , Studivz, TagWorld, TakingITGlobal, The Doll Palace, The Student Center , Threadless, TravBuddy.com, Travellerspoint, Tribe.net, Vampire Freaks, Vox, WAYN, WebBiographies, Windows Live Spaces , Woophy, XING
  • 4.
    • Social Media
    • “ Social Media” includes private online communities and public sites such as “Facebook”, “Linkedin”, “Yahoo! Groups”, “Myspace” and hundreds of other sites, empowering individuals to:
    • connect with friends, colleagues or strangers
    • create, contribute and publish content,
    • comment on, rank or embellish that content,
    • communicate freely using multiple formats including; email, instant messaging, mobile devices, voice and video
    • … and all for free or next to free in terms of real costs!
    SOCIAL MEDIA A DEFINITION
  • 5.
    • Social Media Strategy addresses:
    • Your objectives
    • Your audience (current and potential)
    • Your message
    • Your Intellectual Property (IP)
    • Your network champions
    • Technology tools and platform(s)
    • Measurement
    • The process, structure, plan and resource allocation to implement your strategy*
    • *Refer to the Online Community Guidelines handout
    • or request a copy from: [email_address]
    SOCIAL MEDIA STRATEGY A DEFINITION
  • 6. SOCIAL MEDIA TOOLS SOCIAL MEDIA TOOLS WHICH TECHNOLOGY SOLUTIONS?
  • 7.
    • KEY QUESTIONS REGARDING TECHNOLOGY:
    • Internal vs External social media platforms
    • Integration issues:
      • AMS/CRM (database management tools)
      • Finance systems
      • CMS (content management systems)
    • E-groups / Discussion platforms
    • HTML support for email
    • Open systems – avoid “golden handcuffs”
    SOCIAL MEDIA PLATFORMS KEY CONSIDERATIONS
  • 8.
    • KEY QUESTIONS REGARDING TECHNOLOGY:
    • Searchable Member Profiles
    • Resource Libraries
      • Documents
      • Video
      • Sound
      • Searchable “Body of Knowledge”
      • WIKI
    • Micro-sites
      • Components / divisions / chapters / SIG’s
    SOCIAL MEDIA PLATFORMS KEY CONSIDERATIONS
  • 9. SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS SOCIAL NETWORKS Social Network applications are designed to allow people to connect with one another and create groups with rich application features. The most popular applications include: LinkedIn (www.linkedin.com) Facebook (www.facebook.com) Xing (www.xing.com)
  • 10. SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS SOCIAL NETWORKS You will most likely want to have a presence on multiple public social network sites, and on multiple groups within those public network platforms.
  • 11. SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS SOCIAL NETWORKS Other specialized applications are designed for custom social media network groups that allow greater control and customization. Examples include: Higher Logic (www.higherlogic.com) Drupal (http://drupal.org) Socious (http://www.socious.com)
  • 12. SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS FACEBOOK 300 million users and growing….
  • 13. SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS FACEBOOK Large user base but has a much more “casual” look and feel, less professional than “LinkedIn”.
  • 14. SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS FACEBOOK Groups Easy and free to establish. Many association members establish their own “unofficial groups” Issues around branding, IP control, member only benefits, etc.
  • 15. SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS LinkedIn 55 Million users that are primarily professionals with an average income in excess of 100k per annum Focused on business and professional networking.
  • 16. SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS LinkedIn Groups Free and easy to establish, they have a more professional set of tools to attract and gain members.
  • 17. SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS LinkedIn Networking Based on the networks of the people you are already connected with, Linkedin suggests people you most likely already know to join your network.
  • 18. SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS LinkedIn Applications Based on the networks of the people you are already connected with, Linkedin suggests people you most likely already know to join your network.
  • 19. SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS
  • 20. SOCIAL TECHNOLOGY TOOLS MEASUREMENT MEASUREMENT TOOLS You will need to measure the results of your social media actions. Email management and tracking; ConstantContact (www.constantcontact.com) Website clicks and hits; Google Analytics (www.google.com/analytics/) Custom Link Tracking; BudUrl (www.budurl.com)
  • 21. SOCIAL TECHNOLOGY TOOLS MEASUREMENT MEASUREMENT TOOLS Email management and tracking; ConstantContact (www.constantcontact.com)
  • 22. SOCIAL TECHNOLOGY TOOLS MEASUREMENT MEASUREMENT TOOLS Custom Link Tracking; BudUrl (www.budurl.com)
  • 23. SOCIAL TECHNOLOGY TOOLS MEASUREMENT MEASUREMENT TOOLS Website clicks and hits; Google Analytics (www.google.com/analytics/)
  • 24. SOCIAL TECHNOLOGY TOOLS MEASUREMENT MEASUREMENT TOOLS You will need to measure the results of your social media actions. Discussion tracking; Google Alerts (www.google.com/alerts/) Blogs; Technorati (www.technorati.com) Blogpulse (www.budurl.com)
  • 25. SOCIAL TECHNOLOGY TOOLS PUBLISHING - BLOGS PUBLISHING TOOLS Blogs are an important communication tool that allow free form communication with your audience while encouraging feedback , ranking and sharing. WordPress (www.wordpress.com) Blogger (www.blogger com) Many of the better social media applications have blogging applications embedded within them.
  • 26. SOCIAL TECHNOLOGY TOOLS PUBLISHING - MICROBLOGGING PUBLISHING TOOLS Micro-Blogging is one of the most recent new forms of social media tools, allowing instant “status updates” to be sent and received over mobile devices or any other Internet ready device. Twitter (www.twitter.com) Plurk (www.plurk.com) Micro-blogging tools are often used to direct readers to other sites or for instant feedback but are limited to very short messages.
  • 27. SOCIAL TECHNOLOGY TOOLS PUBLISHING - MICROBLOGGING PUBLISHING Sample of a site based on “WordPress” blogging platform. Used to promote a specific event.
  • 28. SOCIAL TECHNOLOGY TOOLS PUBLISHING - MICROBLOGGING PUBLISHING Makes it easy to post a blog and update content from multiple contributors. Blogs are posted from the Experts / Speakers
  • 29. SOCIAL TECHNOLOGY TOOLS PUBLISHING - MICROBLOGGING PUBLISHING Automated publishing pulled from a Twitter account makes it easy to have fresh content. Automatically pulls in “Tweets” from the speaker profiles.
  • 30. SOCIAL TECHNOLOGY TOOLS COLLABORATION COLLABORATION WIKI – A collaboration tool that allows a large number of individuals to create, contribute and edit an open collection of web pages and content. Some of the most common uses are for glossaries, reference works or any situation in which a large number of discreet pieces of information need to be collected, categorized and organized.
  • 31. SOCIAL TECHNOLOGY TOOLS COLLABORATION RSS FEEDS & READERS RSS – “Really Simple Syndication” is a way to distribute regular changing content, such as from a blog, and to distribute the updates to an “RSS Reader”. This allows individuals to collect updates from multiple sources in a single RSS reader.
  • 32. SOCIAL TECHNOLOGY TOOLS COLLABORATION VIDEO SHARING The ability to upload and publish videos for public viewing has created new media stars. It has also raised awareness for many organizations beyond what they could ever hope for in paid advertising.
  • 33. SOCIAL TECHNOLOGY TOOLS COLLABORATION PRESENTATION SHARING The ability to publish computer presentations, such as PowerPoint, allowing the public to view, rank and share presentations on any subject.
  • 34. The big picture Pause and Reflect!
  • 35.
    • Social Media Strategy addresses:
    • Your objectives
    • Your audience (current and potential)
    • Your message
    • Your Intellectual Property (IP)
    • Your network champions
    • Technology tools and platform(s)
    • Measurement
    • The process, structure, plan and resource allocation to implement your strategy*
      • *refer to Online Community Management handout
    SOCIAL MEDIA STRATEGY A DEFINITION
  • 36.
    • Sample Social Media Objectives for a:
    • Trade Association
    • Recruit and retain members
    • Provide improved networking and communication for members and customers
    • Generate awareness for the mission and objectives of the organization
    • Help members improve their business results
    • Increase participation in association events, training and product sales (increased revenue)
    YOUR OBJECTIVES: Trade Association
  • 37. YOUR OBJECTIVES: Trade Associations “ How do I meet my organizational objectives by meeting the objectives of our members and clients?” Organization Objectives Social Network Strategy (SNS) Member / Client Objectives More members Education Sell more product Training More delegates Networking Better branding Recognition Content development Standards Outreach Business Results
  • 38. YOUR AUDIENCE
  • 39. Social Network Community YOUR AUDIENCE
  • 40. SOCIAL NETWORK USER PROFILES
  • 41. CUSTOMER SEGMENTATION WHO ARE YOU TRYING TO REACH?
    • Identify and profile your “ideal” customer, member or stakeholder*.
    • What are the top 3 concerns/problems/needs of this stakeholder group?
    • Identify and recruit the thought leaders and experts in your field that are working on these problems.
    • Align messaging & services to address key target group(s)
    • Quantify target markets & stakeholder cohorts
    *In most organizations, 20% or less of your total customer / membership base accounts for more than 80% of profit or revenue. Focus on attracting and retaining your most profitable 20% of stakeholders.
  • 42. CHAMPIONS! CHAMPIONS! WHAT IS YOUR SOCIAL NETWORK WITHOUT CHAMPIONS?
  • 43. COMMUNITY CHAMPIONS WHAT IT TAKES TO SUCCEED Online communities and communities in general require quality discussion and engagement in order to prosper and grow. This is true of every type of community of interest whether for a for-profit customer group, a professional association or a community of citizens. Community Champions will have a disproportionate impact on the quality of the user experience and it is important to support their usually volunteer efforts. Who are your Community Champions?
  • 44. COMMUNICATIONS YOUR MESSAGE…AND THE MEDIUM COMMUNICATIONS YOUR MESSAGE AND THE MEDIUM
  • 45. COMMUNICATIONS LISTENING STRATEGIES Inputs Outputs LISTEN ANALYSE COMMUNICATE
  • 46. SOCIAL MEDIA COMMUNICATIONS CRITICAL PHASES
  • 47. MEASUREMENT & METRICS MEASUREMENT & METRICS HOW DO WE DO MEASURE SOCIAL MEDIA?
  • 48. Awareness : How many new prospective clients have become aware of the offer / service / product / association through social media and word of mouth? How are you drawing attention to new products or services from your existing client base? Metric : Number of unique new visitors. Number of revived “inactive” contacts. Consideration : How many positive versus negative comments / endorsements are being populated on all of the various channels. How many are genuine (supporters and detractors). And how is the association / organization engaged in these discussions in an honest and participatory manner? Metric : Number of customers that agree with the statement: “I would recommend this product / service / membership to a friend.” Number of complaints. Ratio of supporters versus detractors. Note: New product or service ideas, including multiple requests for things you don’t offer should be collected under “IP Strategy”. METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE
  • 49. Conversion: How many transactions (purchase decisions) are you able to trace that either originated or were heavily influenced by social media conversations? Metric : Gross revenue per total customer base (includes Members and Non-Member sales). Gross revenue directly attributable to social media channels (awareness, consideration and conversion). Note: Total revenue per customer should increase with a successful campaign as it stimulates new sales and is a cost effective client recruitment tool. Consumption: Are you measuring customer satisfaction in real time at the point of experience with the product or service? Are you using social media to capture that experience? Metric : Number of customers that agree with the statement: “I would recommend this product / service / membership to a friend. Number of complaints. Ratio of supporters versus detractors. METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE
  • 50. Word of Mouth (WOM): Measure the echo. What are customers saying about your offer / product / service after consumption? Are you encouraging after sales WOM? What is the result? Metric : Number of customers that post positive comments about their experiences. Track the number of “Forward to a friend” messages you members are sending. Monitor the response rate to the “Would you recommend this product / service to a friend”. METRICS YOU CANNOT MEASURE WHAT YOU DO NOT MEASURE
  • 51. COMMUNICATIONS TOOLS AND USES
  • 52. COMMUNICATIONS TOOLS AND FREQUENCY
  • 53. WHAT IS YOUR INTELLECTUAL PROPERTY STRATEGY? IP STRATEGY WHAT IS YOUR INTELLECTUAL PROPERTY STRATEGY?
  • 54.
    • WHAT IS YOUR “IP” STRATEGY?
    • What is your organization’s most valuable asset?
      • (Hint: Intellectual Property!)
    • How much of your IP is:
      • Legacy vs. leading edge
      • Internal (staff / member) vs. External (3 rd party)
    • How will Social Media change your IP strategy?
    INTELLECTUAL PROPERTY WHAT IS YOUR STRATEGY?
  • 55.
    • WHAT IS YOUR “IP” STRATEGY?
    • Use your subject matter experts and the contributions of your “community” to:
    • Identify the most important issues for your sector
    • Generate and stimulate debate about the implications, options and solutions
    • Capture the essence of these rich discussions to create new content (articles, sessions, workshops, webinars, etc.)
    INTELLECTUAL PROPERTY WHAT IS YOUR STRATEGY?
  • 56.
    • SOCIAL MEDIA & CROWDSOURCING
    • Social Media tools allow a large community of interested people to collaborate and create significant new Intellectual Property. Example – Wikipedia, the world’s largest encyclopedia crafted by volunteers
    INTELLECTUAL PROPERTY CROWDSOURCING
  • 57.
    • SOCIAL MEDIA & CROWDSOURCING
    • Example: My Starbucks Idea – Amazingly simple and equally brilliant. Have your customers submit ideas about your brand, company or organization. Have the same group of customers read, rank and vote on the ideas. R&D and Market Research for almost free…
    INTELLECTUAL PROPERTY CROWDSOURCING
  • 58.
    • Online Community Guidelines* include:
    • Purpose of the community
    • Definition of community members
    • User rights and obligations
    • Administrator rights and obligations
    • Intellectual Property ownership and management
    • *Refer to the Online Community Guidelines handout
    • or request a copy from: [email_address]
    INTELLECTUAL PROPERTY Guidelines
  • 59.
    • What are the next steps to get started?
    • Define specific, achievable, initial objectives
    • Include a broad group of stakeholders
    • Identify internal project “Champions” and a team
    • Build a ranking, vetting and feedback system
    • Get expert advice regarding your business strategy
    • Get expert advice regarding your technology tools
    • Get expert legal advice regarding official terms of use
    • Be prepared for slow but steady, incremental growth
    WHAT’S NEXT?
  • 60. Online Social Media Strategy Training http://budurl.com/SMTraining   Social Media Webinar (Recorded - Free Access) http://budurl.com/GlobalstratWebinar   Social Media Use Survey http://budurl.com/SMsurvey   WHAT’S NEXT? Social Media Legal Issues www.socialex.org   Social Media Video http://budurl.com/SMVideo   Social Media Blog http://budurl.com/SMBlogs   Social Media Resource Page http://budurl.com/SMResource Social Media & Strategy Books http://budurl.com/BookReviews Resources and Reference Material
  • 61. Want more information? www.globalstrat.org [email_address] or call +1 202 294 5563 Terrance Barkan CAE Chief Strategist & CEO http://www.linkedin.com/in/terrancebarkan