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Lecture Jan 27 2010


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A bit bare boned, but wanted to try a new approach to allow for more discussion. Let me know what you think.

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Lecture Jan 27 2010

  1. 1. Insights and opportunities in social media<br />Class 5<br />
  2. 2. Questions from Last Week and/or Reading?<br />
  3. 3. Assignments<br />
  4. 4.
  5. 5. Getting Started In the Social Graph<br />
  6. 6. Plan<br />Rally<br />Ensure you are prepared to enter the social space properly<br />Align social strategy with marketing objectives<br />Ongoing optimization<br />Listen<br />Embrace<br />Engage<br />
  7. 7. Use social media when you can actually be social<br /><ul><li>Will the brand get credit/credibility?
  8. 8. Is it about information/explanation OR conversation?
  9. 9. What is the investment in time, money, and effort required?
  10. 10. What is the tolerance level for transparency and openness?
  11. 11. Is the target well defined as it relates to their participation in the social space?
  12. 12. Are we clear in what we want people to do?
  13. 13. What is the value we are bringing to the conversation?</li></li></ul><li>Potentially 3 levels of social media practice<br />Platform<br /> When you need a large-scale solution for the company at large on an ongoing basis (e.g. Southwest Airlines)<br />Brand activation<br /> When you need quick build-up and ongoing momentum for a brand (e.g. a branded Facebook page)<br />Campaign specific<br /> When you need social media to support or further a campaign (e.g. Dove Real Beauty)<br />
  14. 14. Campaign Specific<br />“How do we use social media to enhance the creative idea?”<br />Develop social media executions to enhance a campaign<br /><ul><li>Social monitoring: Conversation snap shot
  15. 15. Insight mining to inform strategy
  16. 16. Social Strategy development (objectives, barriers, message, channel)
  17. 17. Influencer identification, outreach, and activation
  18. 18. Content calendar
  19. 19. Measurement & Metrics
  20. 20. Determine moderation plan</li></li></ul><li>Brand Activation<br />“How do we use social media to _______?”<br /><ul><li>Align with Brand Marketing Plan goals and objectives
  21. 21. Identify campaigns and initiatives throughout year that can benefit from Social Media
  22. 22. Develop Social Media Campaigns for each identified opportunity that specifically delivers campaign objectives and enhances campaign momentum
  23. 23. Social monitoring
  24. 24. Production/Technology development
  25. 25. Ongoing Measurement & Metrics; periodic, campaign specific, tied to ROI goals</li></li></ul><li>Platform<br />“How and when do we use social media effectively?”<br /><ul><li>Develop an enterprise-level, holistic go-to-market social strategy
  26. 26. Identify key issues and initiatives that can benefit from social media
  27. 27. Identify internal champion
  28. 28. Determine roles and responsibilities and strategic partner integration
  29. 29. Determine moderation plan</li></li></ul><li>A few rules of thumb<br />
  30. 30. Rule 1<br />Listen Before You Act<br />Identify key issues<br />Determine who is influencing the conversation<br />Helps develop your strategy<br />
  31. 31. Rule 2<br />Develop Internal Processes Before Engaging<br />Identify who is ultimately responsible<br />Assign roles and responsibilities<br />Know legal implications<br />Determine how and when you can respond<br />
  32. 32. Rule 3<br />Plan Ahead<br />Have content ready to go (content strategy/calendar)<br />Be ready for worst case scenarios<br />Identify how to best align with objectives for the year<br />
  33. 33. Rule 4<br />Report<br />Set up a system for regular reporting<br />Should be both from listening and your activity<br />Help the organization learn and optimize<br />
  34. 34. Rule 5<br />Educate<br />Stay in the know on what is happening in the social graph at large<br />But, don’t jump on just any new trend or fad<br />Be quick but rigorous<br />
  35. 35. Strategic thought starters<br />
  36. 36. Strategy<br />Series of thoughtful trade offs<br />Solves a real problem<br />
  37. 37. Scenario 1<br />Your company is launching a new product that is out of the norm for what they usually do (e.g. Gatorade is starting to sell shoes) and you need to generate credibility.<br />
  38. 38. Scenario 2<br />Your company is launching a new product that is close to what they already do (e.g. Cadbury has come out with a new candy bar) and you need to generate excitement.<br />
  39. 39. Scenario 3<br />The spokesperson for your company’s recent (and successful) ad campaign was just arrested for drug possession. Your company sells children’s educational videos.<br />
  40. 40. Scenario 4<br />You’ve just opened up a new restaurant and you need to get the word and excitement out about it.<br />
  41. 41. Scenario 5<br />People in your loyalty program are either inactive or, worse, are even starting to opt out. You need to refresh and rejuvenate your list.<br />
  42. 42. Advocates and influencers: Some Exercises<br />
  43. 43. Assignment 3: Developing a Social Media Program<br />Objective: Develop a social media strategy<br />Not to be implemented, all is theoretical<br />Budget is not in issue (imagine you had all the money you needed)<br />Incorporate all you’ve learned throughout the course<br />It can be something you are actually involved with or you can treat it like a ‘case’ for someone / something else<br />Should be for a limited engagement rather than an ongoing platform<br />To be completed on power point or comparable style of document<br />Each question should be answered on one to two slides/pages <br />
  44. 44. Assignment 3: Developing a Social Media Program<br />What is the brand, company, organization, etc. that you are creating this for? <br />What is the problem you need to solve for and why does it matter?<br />What is the overall objective in addressing this problem? Why?<br />What are the issues/themes you need to keep track of and why?<br />What is the approach you will take for listening? Monitoring? Moderating? Don’t have to do both, but need to know why you would use. (LISTEN)<br />How will you use information you get from listening? (e.g. crisis management, insight development, influencer identification, etc.) Why? (UNDERSTAND)<br />What are 3 tactics you would employ and how they would work specifically for your strategy? (Develop a Facebook app VS Develop a Facebook app that allows people to share fantasy football stats with their network and can pull directly from their fantasy football sites.) How do they work? Why would you use these? (ENGAGE)<br />What do you ultimately want your ‘community’ to do? Why? (RALLY/HARNESS)<br />What does your internal social media process or logistics look like?<br />What are 3 things that could cause potential problems for you?<br />How will you measure success?<br />
  45. 45. Assignment 3: Developing a Social Media Program<br />TACTICS (a partial list)<br />FB page<br />Content calendar<br />Apps<br />Mobile link<br />Ratings and rankings<br />Influencer outreach<br />Content seeding<br />Twitter feed<br />Community development<br />Wikis<br />Contests<br />UGC<br />