A strategic plan to use Social Media in your institutional communication

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Use the Social Media in your On Line Communication...

1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!

Published in: Business, Technology

A strategic plan to use Social Media in your institutional communication

  1. 1. Better information on line, better user experience... Use the social media in your communication strategy We are The Words 1
  2. 2. About We Are The Words  Cross
Media
Content
Strategy  Content
Providing  Information
Architecture
  Seminars
&
Conferences  Usability
tes=ng We are The Words 2
  3. 3. Use the social media in your communication strategy http://socialnomics.net/video/ We are The Words 3
  4. 4. Better information on line,better user experience... Use the social media in your communication strategy 1. When the Web became social 2. How the Web became social 3. How do the others do - benchmark? 4. Which social media can I best use? 5. Which are my audiences? 6. What are my communication goals? 7. The launch! 4 We are The Words 4
  5. 5. Better information on line,better user experience... Use the social media in your communication strategy 1. When the Web became social 2. How the Web became social 3. How do the others do - benchmark? 4. Which social media can I best use? 5. Which are my audiences? 6. What are my communication goals? 7. The launch! 5 We are The Words 5
  6. 6. When The Web Became Social 6 We are The Words 6
  7. 7. When The Web Became Social User & user groups • Technology • Create • Interaction • Content Creation = WEB 2.0 = • • Organize, Tag, • Amend & recommand, • Reinvent. 7 We are The Words 7
  8. 8. When The Web Became Social FROM MEDIA TO SOCIAL MEDIA: -> Collective intelligence -> Crowdsourcing -> Folksonomie -> Social bookmarking -> Social networking 8 We are The Words 8
  9. 9. When The Web Became Social 9 We are The Words 9
  10. 10. When The Web Became Social “ ... empower the user to contribute to developing, rating, collaborating on and distributing content... ” http://www.oecd.org/dataoecd/57/14/38393115.pdf 10 We are The Words 10
  11. 11. When The Web Became Social “ ...amateur users contribute online material in a similar manner than traditional authors... ” Quantitative Analysis of User-Generated Content on the Web www.ra.ethz.ch/WWW/www2008/ws-workshop/WebEvolve2008-03.pdf 11 We are The Words 11
  12. 12. When The Web Became Social 12 We are The Words 12
  13. 13. http://www.ebizmba.com 13 13
  14. 14. When The Web Became Social Collective intelligence Crowdsourcing Folksonomie Social bookmarking Social networking 14 We are The Words 14
  15. 15. When The Web Became Social 15 We are The Words 15
  16. 16. How The Web Became Social THE MASLOW PYRAMID 16 We are The Words 16
  17. 17. How The Web Became Social THE MASLOW PYRAMID 17 We are The Words 17
  18. 18. How The Web Became Social = WEB IS A MEDIA = 18 We are The Words 18
  19. 19. Web Is A Media 19 We are The Words 19
  20. 20. Web Is A Media 20 We are The Words 20
  21. 21. Web Is A Media 21 We are The Words 21
  22. 22. Web Is A Media 22 We are The Words 22
  23. 23. User Gets The Power We are The Words 23
  24. 24. User Becomes The Media We are The Words 24
  25. 25. The user becomes the media ❶ ❷ ❸ ❻ We are The Words 25
  26. 26. Are You Ready To Use Social Media? 1. What do you do and why, in your words (not a vision statement)? On what could you, as a business, spend more time, energy, and focus? 2. Are you passionate about your role? If so, why? If not, what would help you be? 3. What goals do you have for your role this year? How do you hope to impact the success of your department? The company? 4. How would you describe the culture of our organization? 5. How do you use the internet in your work life? In your personal life? Where are the overlaps? 26 We are The Words 26
  27. 27. Are You Ready To Use Social Media? 1. How do you use the internet in your work life? In your personal life? Where are the overlaps? 2. How do you believe Cefic’s staff uses the internet for their work? Have you heard ideas or feedback for ways they’d like to use it more or differently to do their jobs better? 3. Where do you turn when seeking resources or information about your organisation’s influence/impact? About your stakeholders opinion? 4. What do your audiences seek from you? 5. If you could ask your audiences whatever they wanted, what questions are on your mind? What would you like to know about them and their relationship to your organisation ? 27 We are The Words 27
  28. 28. Are You Ready To Use Social Media? 1. Do you think your brand presentation aligns with your reputation as an organisation?   Why or why not? 2. What kind of communication or promotion do you think you do really well? What’s gotten you excited about the way you present your organisation and why? 3. How well do you think you communicate with audiences overall ? Do you solicit their feedback ? and how? What strengths and gaps do you see? Does it impact you, and if so, is it for better or worse? 4. What sorts of measures do you use in your current role to evaluate the success or impact of your organisation? 5. What’s your perception about social media based on what you know/have heard/have read?  And what is the perception of the organisation about these?   28 We are The Words 28
  29. 29. How Do You Use Social Media? If you’re on Facebook, how long are you on it? What do you do there? How many pages do you go to? What type of content do you share? What type of content do your “friends” share? If you’re on Twitter, how long are you on it? What do you do there? How many profiles do you follow? What type of content do you share? What type of content do your followers/the people you follow share? If you’re on LinkedIn, how long are you on it? What do you do there? How many contacts do you have? What type of content do you share? What type of content do your contacts share? 29 We are The Words 29
  30. 30. Which Tools? Type Description Example Added value Highly popular syndication format that allows Virtually ubiquitous on blogs and most Can be used to provide updates on corporate users to subscribe to any mainstream media websites, Used information or team activities. Also useful RSS updates of content or project activities. extensively to keep updated on news. for assisting audiences to access thought leadership content. Making videos available for download, either YouTube and other video sites have become Videos can be used for communication to anyone on the Internet or a defined extremely popular ways of sharing videos. to stakeholders for content updates, Video audience. Videos are usually short with learning programs, and sharing limited expected quality. of social activities. Short (usually maximum of 140 character) By far the most popular micro-blogging Several organizations are now updates that people can subscribe and platform is Twitter, which has grown providing micro-blogging Microblog respond to, building broad-based dramatically since its birth in 2006. systems internally & externally. conversations. Online community in which people create While Facebook is the most Social networks give visibility, facilitate Social Network personal profiles and share information popular social network, there are also many social interaction and trust-building among with their friends and contacts. others, more specific (LinkedIn). audiences. Notation of on-line sources (webpages, video Del.icio.us and other social bookmarking If broadly adopted, social bookmarking helps clips, pictures, text files, etc.) as favorites in tools are highly popular, and cansignificantly staff to find relevant information and reduce Social Bookmarking a public or semi-public space. impact the visibility of the organization. duplication of research. 30 We are The Words 30
  31. 31. Which Tools? http://namechk.com/ 31 We are The Words 31
  32. 32. Which Tools? 32 We are The Words 32
  33. 33. Which Tools? 33 We are The Words 33
  34. 34. Which Tools? http://twitter.com/plasticpossible http://twitter.com/TRInternational http://twitter.com/chemicalweek http://twitter.com/AmChemistry 34 We are The Words 34
  35. 35. Which Tools? We are The Words 35
  36. 36. Which Tools? http://www.alexa.com/siteinfo/ We are The Words 36
  37. 37. Which Tools? 72% users created their account between January & June 09 85% of users posted less than a tweet/day http://www.sysomos.com/insidetwitter/ We are The Words 37
  38. 38. Which Tools? 21% of the users never published anything 50% of the users publish less than once a week 94% of the users have less than 100 followers We are The Words 38
  39. 39. Which Tools? • 5% of the users generate 75% of all Twitter activity • 10% generates 86% of the Twitter activity We are The Words 39
  40. 40. Which Tools? • The more followers a User has, the more he/she’ll tweet We are The Words 40
  41. 41. Which Tools? We are The Words 41
  42. 42. Which Tools? http://twitter.com/chemicalweek http://twitter.com/WesterveltCW 42 We are The Words 42
  43. 43. Which Tools? 43 We are The Words 43
  44. 44. Which Tools? http://www.alexa.com/siteinfo/ 44 We are The Words 44
  45. 45. Which Tools? http://www.andersonanalytics.com/index.php?mact=News,cntnt01,detail, 0&cntnt01articleid=52&cntnt01origid=16&cntnt01detailtemplate=newsdetail .tpl&cntnt01dateformat=%25m.%25d.%25Y&cntnt01returnid=46 http://www.slideshare.net/erickschonfeld/linkedin-demographic-data-jun08-presentation 45 We are The Words 45
  46. 46. Which Tools? http://www.andersonanalytics.com/litype/ 46 We are The Words 46
  47. 47. Which Tools? 47 We are The Words 47
  48. 48. Which Tools? 48 We are The Words 48
  49. 49. Which Tools? 1. LinkedIn Applications: ▪ What you are currently reading: You can communicate what books your reading, which shows how well read you are. ▪ Travel schedule: This allows you to meet up with other LinkedIn professionals in your network. ▪ Blog/ Wordpress integration: You can integrate a blog on your profile page as well. If your profile is keyword optimized, you get a lot of traffic and in turn more traffic back to your website from displaying the blog application. 2. Status Update Tool: Simply by communicating short messages or updates on what CEFIC is doing, you can drive significant exposure to your organization. Links to websites, articles, or blogs can nourrish your updates. The best way to shorten the links is through Bit.ly link (shorten which include real time analytics). 3. LinkedIn Mobile: If your audiences have a blackberry, Palm, or Iphone this is a great application to keep up to speed with their LinkedIn network and enter status updates just go to m.linkedin.com on their phone to begin using the application. 4. PingFM: This is a great tool not just related to LinkedIn, however it can integrate across most social platforms to push out your status updates in one single place saving you vast amounts of time. Learn more at www.Ping.fm 49 We are The Words 49
  50. 50. Which Tools? We are The Words 50
  51. 51. Which Tools? http://www.alexa.com/siteinfo/ We are The Words 51
  52. 52. Which Tools? 52 We are The Words 52
  53. 53. Which Tools? 53 We are The Words 53
  54. 54. Which Tools? 54 We are The Words 54
  55. 55. Which Tools? 55 We are The Words 55
  56. 56. Which Tools? 56 We are The Words 56
  57. 57. Which Tools? http://www.alexa.com/siteinfo/ 57 We are The Words 57
  58. 58. Which Tools? 58 We are The Words 58
  59. 59. Which Tools? 59 We are The Words 59
  60. 60. Which Tools? 60 We are The Words 60
  61. 61. Which Tools? 61 We are The Words 61
  62. 62. How To Use Them? 62 We are The Words 62
  63. 63. Inform, Promote, Convert? Inform Promote Convert 63 We are The Words 63
  64. 64. Inform, Promote, Convert? Inform Promote Convert 64 We are The Words 64
  65. 65. Inform, Promote, Convert? Inform Promote Convert 65 We are The Words 65
  66. 66. Defining Your Strategy Analysis & Benchmarking How do the others do it? Why do the others do it? Internal actors Objectives = inform, promote, convert? Roles, needs, resources External targets Define your audiences = Personas How to engage them How to interact with them Editorial strategy 66
  67. 67. How Do The Others Do It? - There is no “one right way”. - What is most valuable will vary depending on the organization. - Some things work and some don’t. - There always may be better ways. 67 We are The Words 67
  68. 68. How Do The Others Do It? • Are there already on line services similar to what I wanted to set up? • Will I be able to update & develop the service if necessary? • Will this service be relevant & consistent with the organization visibility & communication strategy? • Which ressources will be necessary (people, content, design, advertising, ...) 68 We are The Words 68
  69. 69. Why Do The Others Do It? To Establish/develop contact with communities Engage & measure community beliefs/ideas/desires Instantly communicate with the communities Make the audiences grow fast 69 We are The Words 69
  70. 70. Why Do The Others Do It? Public Relations Audiences Support Market Research Brand Marketing Launches/New Publications Consumer Education Events Project Development Customer Relationship Management 70 We are The Words 70
  71. 71. How Do The Others Do? 71 We are The Words 71
  72. 72. How Do The Others Do? 72 We are The Words 72
  73. 73. How Do The Others Do? 73 We are The Words 73
  74. 74. YOUTUBE 74 We are The Words 74
  75. 75. TWITTER 75 We are The Words 75
  76. 76. LINKEDIN 76 We are The Words 76
  77. 77. FACEBOOK 77 We are The Words 77
  78. 78. DELICIOUS 78 We are The Words 78
  79. 79. Analysis & Benchmarking - Where the relevant conversations are taking place? - Who’s participating? - What they’re saying and the tone of the discussions? - What specific information they’re looking for? - What are the patterns of behavior within your specific communities? 79 We are The Words 79
  80. 80. Defining Your Strategy Internal actors Objectives, roles, needs, resources Competencies & affinities with the tools We are The Words 80
  81. 81. Internal actors We are The Words 81
  82. 82. Defining Your Strategy External targets Define your audiences How to engage them How to interact with them 82
  83. 83. Defining Your Strategy Let us examine the 4 CEFIC personas Which one(s) are your personas? Which are their communication channels/needs? Wich social media do they use? How would they use your social media (and which ones more than the others?) 83
  84. 84. Better information on line,better user experience... Use the social media in your communication strategy 1. When the Web became social 2. How the Web became social 3. How do the others do - benchmark? 4. Which social media can I best use? 5. Which are my audiences? 6. What are my communication goals? 7. The launch! 84 We are The Words 84
  85. 85. Targets & Personas 85
  86. 86. Targets & Personas 86
  87. 87. Targets & Personas 87
  88. 88. Targets & Personas 88
  89. 89. Targets & Personas 89
  90. 90. Better information on line,better user experience... Use the social media in your communication strategy 1. When the Web became social 2. How the Web became social 3. How do the others do - benchmark? 4. Which social media can I best use? 5. Which are my audiences? 6. What are my communication goals? 7. The launch! 90 We are The Words 90
  91. 91. Which Social Media To Reach Them? Inform Promote Why, at CEFIC, would you use - An RSS feed - Facebook - Twitter - LinkedIn - YouTube - Delicious Convert 91 We are The Words 91
  92. 92. Which Intent? Knowing your intent drives which path you take. •Improve awareness and open communication about your organization? •Reach new audiences and open channels for membership or servicing? •Use these tools as collaboration platforms? •Informational communication? •Virtualizing your brand? •... 92 We are The Words 92
  93. 93. Which Message? From the “4P” to the “4 C” Consumer wants and needs (vs. Products) You can't develop products and then try to sell them to a mass market. You have to study consumer wants and needs and then attract consumers one by one with something each one wants. Author of the movie Field of Dreams, J.P. Cancilla may have exclusive rights to the phrase "build it and they will come". In most cases, you have to find out what people want and then "build" it for them, their way. Cost to satisfy (vs. Price) You have to realize that price - measured in dollars - is one part of the cost to satisfy. If you sell hamburgers, for example, you have to consider the cost of driving to your restaurant, the cost of conscience of eating meat, etc. One of the most difficult places to be in the business world is the retailer selling at the lowest price. If you rely strictly on price to compete you are vulnerable to competition - in the long term. Convenience to buy (vs. Place) You must think of convenience to buy instead of place. You have to know how each subset of the market prefers to buy - on the Internet, from a catalogue, on the phone, using credit cards, etc. Lands End clothing, Amazon Books and Dell Computers are just a few businesses who do very well over the Internet. Communication (vs. Promotion) You have to consider the communication instead of promotion. Promotion is manipulative (ouch!) - it’s from the seller. Communication requires a give and take between the buyer and seller (that's nicer). Be creative and you can make any advertising "interactive". Use phone numbers, your web site address, etc. to help here. And listen to your customers when they are "with" you. 93 We are The Words 93
  94. 94. Which Editorial Chart? CF. General Motors : Blogger Policy 1. We will tell the truth. We will acknowledge and correct any mistakes promptly. 2. We will not delete comments unless they are spam, off-topic, or defamatory. 3. We will reply to comments when appropriate as promptly as possible. 4. We will link to online references and original source materials directly 5. We will disagree with other opinions respectfully. 94 We are The Words 94
  95. 95. Better information on line,better user experience... Use the social media in your communication strategy 1. When the Web became social 2. How the Web became social 3. How do the others do - benchmark? 4. Which social media can I best use? 5. Which are my audiences? 6. What are my communication goals? 7. The launch! 95 We are The Words 95
  96. 96. Prepare The Tools ✓ Give your tools a “name” ✓ Login / Passwords ✓ E-mails ✓ When creating the tools ✓ Editorial Chart ✓ How to prepare them (content, design, on line publishing) ✓ How/When communicating on their launch ✓ How communicating on their existence? 96 We are The Words 96
  97. 97. Check-list # 1   1. Know your business. 2. Know your target audiences. 3. Know your competition. 4. Know your objectives.   5. Know how to measure your results. 6. Know your help. 7. Trust your help. 97 We are The Words 97
  98. 98. Check-list # 2 98 We are The Words 98

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