Social Media - 7 Steps to Success

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A two-part presentation on Social Media. The first part describes what Social Media is and is not. The second part presents the 7 steps a marketer should follow for success using Social Media.

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Social Media - 7 Steps to Success

  1. 1. Social Media 7 Steps to Success Monday, November 9, 2009
  2. 2. Understand What it is, how it’s used and how it fits into the larger business strategy Monday, November 9, 2009
  3. 3. Social Media is information content created by people, Using highly accessible and scalable publishing technologies, To share their stories and experiences (words, pictures, videos and audio), and Influence interaction between peers and with public audiences Monday, November 9, 2009
  4. 4. The challenge is to stop thinking about Social Media in traditional marketing communication terms Monday, November 9, 2009
  5. 5. Marketers should be thinking about Social Media in terms of ... Monday, November 9, 2009
  6. 6. The relationships they have with customers, and What kind of relationship do they want in the future Monday, November 9, 2009
  7. 7. Social Media is a strategy It’s not a campaign Charlene Li, a thought leader on social and emerging technologies and co-author of "Groundswell" Monday, November 9, 2009
  8. 8. Social Media Characteristics Monday, November 9, 2009
  9. 9. Openness Social Media is open to feedback and participation. It encourages voting, commenting and information sharing. There are rarely barriers to accessing and using content. Monday, November 9, 2009
  10. 10. Conversation Where traditional media is a one-way “broadcast,” Social Media is a two-way conversation. Monday, November 9, 2009
  11. 11. Community Social Media allows common interest communities to form quickly and communicate effectively. Monday, November 9, 2009
  12. 12. Connectedness On their terms: when they want to, how they want to and where they want to with others of similar interests. Monday, November 9, 2009
  13. 13. Participation Social Media blurs the line between media and audience. It encourages contributions and feedback from everyone who is interested. Monday, November 9, 2009
  14. 14. Customers are in control You can only influence Monday, November 9, 2009
  15. 15. 7 Steps to Success 1. Listen 5. Participate 2. Define success 6. Measure 3. Write the strategy 7. Adjust 4. Determine the means Monday, November 9, 2009
  16. 16. 1. Listen Use tools that aggregates content based on keywords from most Social Media channels Radian6 Monday, November 9, 2009
  17. 17. 2. Define Success • Measurable and meaningful goals - Lift in consideration - Improvement in consideration rank - Better value perception Monday, November 9, 2009
  18. 18. 3. Write the Strategy • Appropriate to the channel and goals - To build loyalty among category heavy users, X will support a community where fans can share experiences and initiate conversation about and with X, and with each other Monday, November 9, 2009
  19. 19. 4. Determine the Means • Not all channel choices are appropriate or necessary in the beginning • Carefully consider the impact of Social Media on your organization Monday, November 9, 2009
  20. 20. 5. Participate • It requires commitment • Social Media is not easy and it’s not cheap Monday, November 9, 2009
  21. 21. 6. Measure • Measure against the business goal • Don’t measure the froth Monday, November 9, 2009
  22. 22. 7. Adjust • Don’t swim up stream • Invest in what’s working • Try new things Monday, November 9, 2009
  23. 23. The conversation is happening. You’ve 3 options: ignore it, ride on top of it, or Now is the participate. time to listen to the conversation and prepare for 2010 Monday, November 9, 2009
  24. 24. James Hipkin An inventive problem-solver with creative vision and bottom-line sensibility. Over 30 years of multi-disciplinary experience with high-profile, global brands and B2C clients in packaged goods, durables, transportation, telecomm, and financial services. James records his unique point of view and practical tips on his blog Hipkin’s Hip Shots. Contact James: 415-505-0632 jhipkin@gmail.com Monday, November 9, 2009

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