Michigan is Going Digital - Social Media Strategy Presentation for Walsh College


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This was the presentation I gave at the 3rd Annual Walsh College Small Business Conference.

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Michigan is Going Digital - Social Media Strategy Presentation for Walsh College

  1. Michigan is going digital. Are you keeping up? Social media strategy development session – May 6, 2009
  2. Perhaps you’ve heard about this whole social media thing…
  3. So, what’s the big deal?
  4. Social media has changed the way people converse, connect and share using the Web.
  5. Many local companies are integrating social media into their operations.
  6. Some are big.
  7. Some are small.
  8. They are all moving quickly to meet their customers in the digital space.
  9. Universal McCann – Power to the People – Social Media Tracker Wave 3 * 83% of Internet users watch video clips. * 57% of Internet users manage a profile on an existing social network.
  10. Digital communities are now part of our daily lives...
  11. … and not just for Gen Y and millennials.
  12. <ul><li>Baby Boomers are embracing popular consumer technology applications nearly 20 times faster than younger generation. </li></ul><ul><li>Facebook’s fastest-growing demographic is over the age of 35. </li></ul>Consumer Electronics Usage Survey – Accenture Facebook Statistics
  13. Still not convinced?
  14. <ul><li>93% of social media users think brands should have a social media presence. </li></ul><ul><li>56% of social media users feel both a stronger connection with and better served by companies when they can interact with them in a social media environment. </li></ul>The 2008 Cone Business in Social Media Study
  15. New adopters often face obstacles.
  16. <ul><li>Fear of negative feedback. </li></ul><ul><li>Broadcast instead of converse. </li></ul><ul><li>Advertise before providing value. </li></ul><ul><li>The silo effect . </li></ul><ul><li>Shiny object syndrome. </li></ul><ul><li>Lack of overall strategy. </li></ul>
  17. Social media is one big cocktail party.
  18. If you want to get involved...
  19. … you just need to learn how to avoid sticking your head in the punchbowl.
  20. Focus on strategy.
  22. Listen to what your customers are saying online and locate where their conversations are taking place. People
  23. Identify customer activity level and determine how best to move forward.
  24. Objectives <ul><li>What is the goal? </li></ul><ul><li>Awareness? </li></ul><ul><li>Engagement? </li></ul><ul><li>Collaboration? </li></ul><ul><li>Energize? </li></ul>
  25. Select metrics that fit the objective and measure success regularly.
  26. <ul><li>Attention – Traffic. </li></ul><ul><li>Participation – Comments, posts. </li></ul><ul><li>Authority – Inbound links. </li></ul><ul><li>Influence – Subscribers, followers. </li></ul>Starting frameworks for measurement Peter Kim – www.beingpeterkim.com
  27. Strategy
  28. Which tools and communities best fit your audience, objective and strategy? Technology
  29. Create an engagement schedule. <ul><li>How often will you update content? </li></ul><ul><li>Subject/topic calendar </li></ul><ul><li>Set a time commitment per week </li></ul><ul><li>Engagement ratio </li></ul><ul><ul><li>(e.g., 4:1 comments on other blogs to blog posts) </li></ul></ul>
  30. Think like a publisher...
  31. The new home page.
  32. Google loves social media.
  33. The CEO isn’t always the best person for the job.
  34. <ul><li>You can avoid being “pushy” without abandoning your sales process. </li></ul>
  35. “ Be there before the sale...”
  36. <ul><li>Focus on relationship building. </li></ul><ul><li>Social media karma. </li></ul><ul><li>Start small. </li></ul><ul><li>Strive for integration. </li></ul>
  37. Takeaways - Blogs www.chrisbrogan.com www.toprankblog.com www.pr-squared.com
  38. Takeaways - Books Author: DAVID MEERMAN SCOTT
  39. Takeaways - Books Authors: CHARLENE LI, JOSH BERNOFF
  40. Questions?
  41. <ul><li>Creative Commons Flickr Photo Credits: </li></ul><ul><li>http://www.flickr.com/photos/djtansey/305395025/ </li></ul><ul><li>http://www.flickr.com/photos/viernest/3380560365/ </li></ul><ul><li>http://www.flickr.com/photos/faeryboots/2644028366/ </li></ul><ul><li>http://www.flickr.com/photos/comedynose/3382143305/ </li></ul><ul><li>http://www.flickr.com/photos/foxypar4/1004464889/ </li></ul><ul><li>http://www.flickr.com/photos/giumaiolini/1407166020/ </li></ul><ul><li>http://www.flickr.com/photos/cesarastudillo/359770309/ </li></ul><ul><li>http://www.flickr.com/photos/jaqian/162277273/ </li></ul><ul><li>http://www.flickr.com/photos/wwworks/2473054502/ </li></ul><ul><li>http://www.flickr.com/photos/orvalrochefort/2656779866/ </li></ul><ul><li>http://www.flickr.com/photos/minidriver/2877819868/ </li></ul><ul><li>http://www.flickr.com/photos/amylovesyah/2428108386/ </li></ul><ul><li>http://www.flickr.com/photos/redvers/532076662/ </li></ul><ul><li>http://www.flickr.com/photos/booleansplit/2376359338/ </li></ul><ul><li>http://www.flickr.com/photos/cosmickitty/26455651/ </li></ul><ul><li>http://www.flickr.com/photos/thedanafiles/2695315252/ </li></ul><ul><li>http://www.flickr.com/photos/kjunstorm/2222367956/ </li></ul>
  42. Thank You <ul><li>Brandon Chesnutt </li></ul><ul><li>[email_address] </li></ul><ul><li>www.brandonchesnutt.com </li></ul><ul><li>www.twitter.com/bchesnutt </li></ul><ul><li>www.slideshare.com/brandonchesnutt </li></ul>www.identitypr.com www.identitypr.com/blog