Scott Lake: Corporate Social Media Strategies

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Scott Lake, founder and CEO of SWIX, a company behind social media index talked about corporate Social Media Strategies to students at the University of Ottawa. Audio recording of the presentation can be found here: http://www.ottawae.com/2010/04/03/scott-lake-corporate-social-media-strategies/

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Scott Lake: Corporate Social Media Strategies

  1. 1. Corporate Social Media Strategies Scott Lake ThinkSM / SWIX scott@swixhq.com @scottica Tuesday, March 2, 2010
  2. 2. Tuesday, March 2, 2010
  3. 3. Tuesday, March 2, 2010
  4. 4. Standard SM Toolkit • Facebook • Twitter • Youtube • Flickr • LinkedIn • Blogs Tuesday, March 2, 2010
  5. 5. Challenge We all know how to use SM on a personal level but we don’t how to use it on a corporate level. Tuesday, March 2, 2010
  6. 6. Here is what SM can offer • Marketing and promotion • Public relations • Corporate communications • Crisis management • Customer support • Buzz generation • Community Tuesday, March 2, 2010
  7. 7. Process of unlearning • It doesn’t replace traditional marketing • It requires an ongoing commitment • It’s not easy to implement • It’s rarely an overnight success Tuesday, March 2, 2010
  8. 8. Most clients want one of these • Social media policies (boring) • Social media strategies (fun) • Campaign development (fun) • Content creation (it depends) • Buzz creation / PR (fun) A lot of the time, they don’t know what they want - they just want social media Tuesday, March 2, 2010
  9. 9. Look for opportunities where... 1) SM can add to existing marketing efforts 2) SM can extend current business models Tuesday, March 2, 2010
  10. 10. Biggest Hurdles • Give up too early • Unrealistic expectations • Not enough resources • Think it looks easy Tuesday, March 2, 2010
  11. 11. SM Communications Strategies Tuesday, March 2, 2010
  12. 12. SM Communications Strategies Communicating with your clients • How do they currently communicate with you? • How do they want to be communicated with? • Determine the appropriate toolset • Push out information Soliciting client feedback • Blogs, discussions, wikis, online surveys • Use multiple methods and amalgamate results • Pull in feedback Tuesday, March 2, 2010
  13. 13. SM Communications Strategies Communicating with your external community • Know where your target community is and go there • Have a strong presence so you can be found • Listen to what is being said about you in social media • Engage in the conversation • Disseminate your message across as many media as possible Communicating with the media • Social Media Press Release • Use deconstructed news for better control over the message Tuesday, March 2, 2010
  14. 14. SM Marketing Strategies Tuesday, March 2, 2010
  15. 15. SM Marketing Strategies Determine your goals • Improve client satisfaction • Provide another channel of communications • Become a leader in your field in the use of social media Research similar organizations • How are other organizations being successful using social media? • Are their goals the same as yours? Audit your current resources • Images, videos, podcasts, events, video opportunities, traditional marketing resources, campaigns Tuesday, March 2, 2010
  16. 16. SM Marketing Strategies Strategy and Campaign Development • Overall SM Marketing strategy • Campaign-specific strategy • Apply appropriate toolset to each strategy Allocate the appropriate resources • Give them access to the proper equipment • Make sure you have dedicated resources with specific responsibilities • Choose the right people! Tuesday, March 2, 2010
  17. 17. Some Amazing Campaigns Tuesday, March 2, 2010
  18. 18. Ikea: Store Launch The secret is to get creative and do something new Tuesday, March 2, 2010
  19. 19. Evian: Live Young 45,166,109 online views worldwide. http://www.youtube.com/watch?v=_PHnRIn74Ag Tuesday, March 2, 2010
  20. 20. Breast Cancer Awareness Breast Cancer Awareness - 3 Million Views http://www.youtube.com/watch?v=OEdVfyt-mLw Tuesday, March 2, 2010
  21. 21. Thanks Scott Lake ThinkSM / SWIX scott@swixhq.com @scottica Tuesday, March 2, 2010

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