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Did Social Media Hijack My Communications Strategy


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This presentation focuses on the challenges facing communications teams and chart viable strategies for creating an effective presence in the Web 2.0 world—punctuated by valuable lessons learned from our biggest failures. The discussion will be relevant to businesses that need to gain footing and find a path to maintain relevance in the social web.

Published in: Technology
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Did Social Media Hijack My Communications Strategy

  1. 1. Did Social Media Hijack My Communications Strategy?<br />How to Survive <br />in a Post-Facebook World<br />#w2eomgsocialmediahijackedmymarketingandcommunicationsplanhelp!<br />
  2. 2. Mike Smith<br />Twitter: @MikeSmithDev<br />Blog:<br />Email:<br />Contact Information<br />My opinions do not represent those of Texas A&M University or The Association of Former Students<br />
  3. 3. Did social media steal my control over communications?<br />If you build it, will they come?<br />Engage your customers where they live<br />Where does email fit?<br />Going mobile<br />So how do we do it?<br />Overview<br />
  4. 4. What This Brief Is Not: 100% SM<br />Don’t worry about your “Hat Strategy” if you are naked<br />When we talk social media strategy, we are really talking web strategy.<br />
  5. 5. Social media has claimed its role as an integral part of Web 2.0<br />Has your “broadcast only” communications model been turned upside down?<br />Have you been removed from the communications equation?<br />Current Climate<br />The Reality: You have a powerful new medium to connect with your audience.<br />
  6. 6. Creating location / content / need<br />Closed<br />Tackling Social Networking… the wrong way<br />
  7. 7. What Happened When We Entered Their World<br />Not shown: LinkedIn group, Aggie Networking with 14,000+ members. Currently not affiliated with The Association, but we are working to build a relationship. <br />
  8. 8. Engage Your ConstituentsWhere They “Live”<br />
  9. 9. Outside of the “Facebook arena”<br />Blogs<br />Video sharing<br />Photo sharing<br />Twitter<br />Engage Your ConstituentsWhere They “Live”<br />It’s about finding your customers and becoming a part of the dialogue.<br />
  10. 10. Email sent in 2009: 90T<br />95% is SPAM<br />Reputation matters: <br />20% do NOT reach the inbox<br />Complaints of .4% can severely damage delivery<br />Email: Death by Spam<br />Spam complaints<br />Source: ReturnPath study 2009<br />Frequency, message, & audience must be on target <br />
  11. 11. Going Mobile<br />
  12. 12. Going Mobile<br />Apps:<br />Written specifically for a particular device<br />Doesn’t require web access <br />Can take advantage of all the features of the device<br />Mobile site:<br />A version of your site optimized for a mobile device<br />Doesn’t rely on the mobile OS<br />Viewable on any smart phone<br />Establish your mobile site first to increase your brand’s reach<br />
  13. 13. Do you know why you are getting involved?<br />What is your social media strategy?<br />Who are you targeting?<br />Your audience can help determine your choice of tool<br />Why? <br />What do you expect to get out of social media?<br />What are you providing to your customer?<br />Who is responsible for it?<br />Don’t let your content wither and die<br />So How Do I Do It?<br />
  14. 14. There are no social media silver bullets<br />So How Do I Do It?<br />Which is OK… since social media isn’t a werewolf<br />Awareness of best AND worst practices<br />+ <br />Ability to measure & adapt your strategy<br />
  15. 15. Examples<br />How other organizations have utilized social media<br />Where social media can exist on your website<br />How to start getting involved in their networks<br />How to manage your mass email strategy<br />Examples of mobile sites<br />Watching trends<br />So How Do I Do It?<br />
  16. 16. Using Social Media Tools<br />Positive<br />Negative<br />SeaWorld: Following the tragic attack by a killer whale, they had a rapid and appropriate response<br />Blogs<br />Twitter<br />Facebook<br />YouTube<br />Nestle: Environmental activists pressured Nestle about palm oil purchases on their FB page. <br />Nestle’s replies were followed by a negative social media response even though they addressed the palm oil issue<br />
  17. 17. Is your site social?<br />
  18. 18. Is your site social?<br />
  19. 19.<br />Twitter brand alerts<br /><br />Link backtracking<br />Google Alerts<br />Search notifications<br />, Attensity/Biz360,<br />Integrated monitoring<br /><br />Real time social media search<br /> <br />Blogs / search<br />Monitor your brand<br />
  20. 20. When you are ready to get involved, remember:<br />Social media is a two-way conversation <br />Be genuine<br />IT’S NOT ABOUT THE NUMBERS<br />10% of 100 is better than 0% of 1,000,000<br />Promote your users<br />Don’t broadcast all of the time: discuss relevant content (to brand/industry) that isn’t your own<br />Respond to criticism as needed, in a positive way<br />Social Media Strategy – Next Steps<br />
  21. 21. Ensure you can effectively measure campaign success and adjust strategy accordingly<br />Opens<br />Bounces<br />Clickthroughs<br />A/B tests<br />Companies:<br />Convio –<br />StrongMail –<br />Constant Contact –<br />MailChimp -<br />Establish an Email Strategy<br />
  22. 22. Pick the most important aspect of your site, and design it for a smart phone<br />Over time, add more to your mobile functionality<br />Harness the benefits, like location data<br />Establish a Mobile Presence<br />
  23. 23. Mashable -<br />Social media news and tips<br />MediaPost –<br />SocialMediaInsider blog<br />Smart Brief -<br />Industry-specific email newsletters<br />eMarketer –<br />Digital marketing intelligence<br />Stay Atop Trends<br />
  24. 24. Create a social media & content strategy first. This will determine the tools you need<br />Don’t be too reliant on a 3rd party social network or tools. Strategy trumps tools<br />Integrate your website, mobile, social, and email strategies<br />Social media isn’t free. It takes time, resources, and dedication<br />It’s not about the numbers. Organically grow. Focus on brand loyalty/engagement<br />5 Key Takeaways<br />
  25. 25. Mike Smith<br />Twitter: @MikeSmithDev<br />Blog:<br />Email:<br />Contact Information<br />QUESTIONS?<br />