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Social Media: Getting Beyond the Hype


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I gave this presentation at the Geneva Web Meetup on May 1st. The new of the presentation is that I encourage the use of a comprehensive strategy as a lens to evaluate opportunities for engagement in the social media ecosystem.

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Social Media: Getting Beyond the Hype

  1. 1. Bill Johnston Chief Community Officer Forum One Networks Social Media: Getting Beyond the Hype
  2. 2. <ul><ul><li>About Forum One Networks </li></ul></ul><ul><ul><li>Bill Johnston </li></ul></ul><ul><ul><li>Chief Community Officer, Forum One </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><ul><li>Online Community Unconference – 6/10 in Mountain View, CA </li></ul></ul></ul><ul><ul><li>Research & Networking </li></ul></ul><ul><ul><ul><li>Online Community Research Network </li></ul></ul></ul><ul><ul><ul><li>Online Community Compensation, Community ROI </li></ul></ul></ul><ul><ul><li>Services </li></ul></ul><ul><ul><ul><li>Community Strategy, Metrics, ROI & Reporting Frameworks </li></ul></ul></ul>
  3. 3. <ul><ul><li>Topics </li></ul></ul><ul><ul><li>Sorting through the hype </li></ul></ul><ul><ul><li>Benefits of social media </li></ul></ul><ul><ul><li>Developing a social media strategy </li></ul></ul><ul><ul><ul><li>The social media ecosystem </li></ul></ul></ul><ul><ul><ul><li>Conducting an ecosystem audit </li></ul></ul></ul><ul><ul><li>Tips to get started </li></ul></ul>
  4. 4. <ul><ul><li>Sorting the hype </li></ul></ul><ul><ul><li>Develop a strategy that includes: </li></ul></ul><ul><ul><ul><li>Clear organizational goals </li></ul></ul></ul><ul><ul><ul><li>Definition of key audiences & their needs </li></ul></ul></ul><ul><ul><ul><li>Ecosystem research </li></ul></ul></ul><ul><ul><li>Be willing to experiment / low stakes </li></ul></ul><ul><ul><li>Accept that social media is a means (not an end) </li></ul></ul><ul><ul><li>Pay attention to mass social platforms & movements </li></ul></ul><ul><ul><li>Your organization’s strategy will be unique (if not, why bother)? </li></ul></ul>‘ If you don't know where you are going, any road will get you there.'
  5. 5. 2009 <ul><ul><li>Benefits of Social Media </li></ul></ul><ul><ul><li>Relative Cost </li></ul></ul><ul><ul><li>Continued growth in interest & participation </li></ul></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><li>Effective way to add value to online & offline strategy </li></ul></ul><ul><ul><li>Provides access to your organization </li></ul></ul><ul><ul><li>Ability to “tell your story” and have an ongoing dialog </li></ul></ul>
  6. 6. 2009 <ul><ul><li>Social Media Strategy </li></ul></ul><ul><ul><li>Define your audience and business goals </li></ul></ul><ul><ul><li>Asses your customer / constituent needs </li></ul></ul><ul><ul><li>Conduct an ecosystem audit </li></ul></ul><ul><ul><li>Prioritize touchpoints, develop engagement strategy </li></ul></ul><ul><ul><li>Develop policy, train participants </li></ul></ul><ul><ul><li>Engage </li></ul></ul><ul><ul><li>Measure </li></ul></ul><ul><ul><li>Adjust engagement strategy, go to next phase </li></ul></ul>
  7. 7. Ecosystem Diagram Corporate Site Mass Social Media (Facebook, You Tube, Linked In…) Independent Blogs Blogs Independent Communities Local User Groups Events Meetups <ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Ecosystem </li></ul></ul>Blogs Community Portal Idea Generation Discussion Groups
  8. 8. 2009 <ul><ul><li>Ecosystem Audit </li></ul></ul><ul><ul><li>Find the places your organization, key staff, and issues are being discussed </li></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Social networks: (Facebook) groups, fan pages, events </li></ul></ul></ul><ul><ul><ul><li>Independent communities </li></ul></ul></ul><ul><ul><ul><li>Rich media sites (YouTube, Flickr) </li></ul></ul></ul><ul><ul><ul><li>Discussion groups / mailing lists </li></ul></ul></ul><ul><ul><ul><li>Events / In person meetups </li></ul></ul></ul>
  9. 9. 2009 <ul><ul><li>Outputs of Ecosystem Audit </li></ul></ul><ul><ul><li>Influencers & Advocates </li></ul></ul><ul><ul><li>Detractors, competitors </li></ul></ul><ul><ul><li>Priority sites / touchpoints </li></ul></ul><ul><ul><li>Issues </li></ul></ul><ul><ul><li>Opportunities </li></ul></ul><ul><ul><li>Research lays foundation for ongoing monitoring </li></ul></ul>
  10. 10. 2009 <ul><ul><li>Tips to Get Started </li></ul></ul><ul><ul><li>Find a senior staff member to be the “SM champion” </li></ul></ul><ul><ul><li>Blogging is a quick way to demonstrate success </li></ul></ul><ul><ul><li>You will likely see “signs of life” from ecosystem audit, and ongoing monitoring </li></ul></ul><ul><ul><li>Don’t wait on social media policy: rollout & training </li></ul></ul><ul><ul><li>Don’t be afraid to course correct / start over with small stakes engagements (twitter, facebook) </li></ul></ul>
  11. 11. QA <ul><ul><li>Q&A </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
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