Created by the people for the people
<ul><li>“ This population is made up not of customers to whom you must sell, or even constituents to whom you must pander,...
For this presentation pretend Treat them as such and you will believe
If you had a pre-launch startup that  <ul><li>knew how many  partners   “Beyond Reasonable Doubt”  would open their wallet...
Being interested is  NOT  enough <ul><li>Beliefs on how business interacts with people must be tweaked </li></ul>Can you c...
Then it is time to adjust <ul><li>A market paradigm shift has occurred </li></ul>And these are the new rules
Paradigm Shift 1* <ul><li>Researching  =  Listening </li></ul>What are people saying about you? http://www.forrester.com/G...
Paradigm Shift 2 It’s a conversation not a shouted monologue Marketing  =  Conversation
Paradigm Shift 3 <ul><li>Sales  =  Invigorating </li></ul>Help people recruit others
Business Engine Shift 4 <ul><li>Development  =  Embracing </li></ul>Yes you know best but don’t second guess
Business Engine Shift 5 <ul><li>Support  =  Supporting </li></ul>Help people support each other
<ul><li>Partners express </li></ul><ul><li>what  they want </li></ul><ul><li>when  they want it </li></ul><ul><li>how  muc...
<ul><li>What: Features, Demographics, Friends,  Competitor Data, Values, Capital Branding, Company Name, Strategy </li></u...
<ul><li>What: Projections, Forecasts, Optimal Service  Offerings, Intelligence, Open Democracy  Tools, Project Management ...
Partner Participatory Cycle
An example for YourMobile
How do we discover our partners? <ul><li>Startups that engage a select audience via the correct medium and offer an opport...
A Social Strategy Framework* <ul><li>People </li></ul><ul><li>Objectives  </li></ul><ul><li>Strategy </li></ul><ul><li>Tec...
A Great Partner? <ul><li>15 to 35 </li></ul><ul><li>Early Adoptor </li></ul><ul><li>Regular internet user </li></ul><ul><l...
If we know how our potential partners engage the online realm.  We can build a winning crowd of participatory  partners
Forrester defines five characteristics of online behavior* <ul><li>Spectators </li></ul><ul><li>Joiners </li></ul><ul><li>...
Spectators <ul><li>Read  Blogs and News Portals </li></ul><ul><li>Listen  to Podcasts and Music </li></ul><ul><li>Watch  Y...
Joiners <ul><li>Active  in Social Networks </li></ul>In the initial stages all partners will have to be Joiners
Collectors <ul><li>Make  Lists </li></ul><ul><li>Tag  Content </li></ul><ul><li>Aggregate  RSS feeds </li></ul>These guys ...
Critics <ul><li>Comment  on Blogs </li></ul><ul><li>Engaging  in Discussion </li></ul><ul><li>Edit  Wikipedia </li></ul>Cr...
Creators <ul><li>Shoot Video </li></ul><ul><li>Host Podcasts </li></ul><ul><li>Share photos </li></ul><ul><li>Write Blogs ...
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see ...
<ul><li>Objectives, strategy and technology should marry with the demographic + online behaviors </li></ul>
Objectives Goals that couple with our business model and can be measured by who we are listening, talking, invigorating, e...
Objective Example? Identify and listen to twenty, 18 to 25 year old Australian males with a social networking presence who...
Strategy What we are going to do to get a group of online users to participate in self organizing company owned by them…  ...
Technology The last thing to think about!
<ul><li>Who does what? </li></ul>
<ul><li>I provide the community for partners </li></ul>Community Development & Strategy
<ul><li>You provide the technology that bonds community </li></ul>New Mobile Technology Provider
<ul><li>Others elected by our partners fill the important gaps </li></ul>The Talent
<ul><li>Lets stop here and give it time to digest </li></ul><ul><li>In the meantime start thinking about the people. </li>...
<ul><li>OK, a quick scenario implementing technology </li></ul>
Strategy Scenero Invite partners to join a group to be involved in an experiment to born a mobile company that they have p...
Interested?
Express it
Are my friends In?
Then what? <ul><li>NING to move off Facebook Platform* </li></ul><ul><li>Talk Shoe to open up verbal discussion* (weekly p...
This company, your company the above strategy will not work without extraordinary people Are you into the greater good? Th...
Find Me <ul><li>http://twitter.com/cama </li></ul><ul><li>http://growing.grassrootnetworks.com </li></ul>
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Applied Social Media Strategy - An Informative Framework and Awareness Dialogue

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This presentation is a pitch\template\info for a first time social media strategy engagement with a company. It is one part yourmobilecompany.com.au context the other part informative strategy frameworks and awareness. Download for the notes that provide information for the key sections to help flesh out your strategy.

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Applied Social Media Strategy - An Informative Framework and Awareness Dialogue

  1. 1. Created by the people for the people
  2. 2. <ul><li>“ This population is made up not of customers to whom you must sell, or even constituents to whom you must pander, but of partners on who you can rely and with whom you can act. </li></ul><ul><li>Treat them as such, and you might be surprised by how much you get done together” </li></ul><ul><li>Douglas Rushkoff </li></ul>
  3. 3. For this presentation pretend Treat them as such and you will believe
  4. 4. If you had a pre-launch startup that <ul><li>knew how many partners “Beyond Reasonable Doubt” would open their wallets (to invest) </li></ul><ul><li>had a value proposition road tested before spending any cash </li></ul><ul><li>knew how and when their customers would leave the competition and partner with you ? </li></ul>Would you be interested?
  5. 5. Being interested is NOT enough <ul><li>Beliefs on how business interacts with people must be tweaked </li></ul>Can you change?
  6. 6. Then it is time to adjust <ul><li>A market paradigm shift has occurred </li></ul>And these are the new rules
  7. 7. Paradigm Shift 1* <ul><li>Researching = Listening </li></ul>What are people saying about you? http://www.forrester.com/Groundswell/ladder.html
  8. 8. Paradigm Shift 2 It’s a conversation not a shouted monologue Marketing = Conversation
  9. 9. Paradigm Shift 3 <ul><li>Sales = Invigorating </li></ul>Help people recruit others
  10. 10. Business Engine Shift 4 <ul><li>Development = Embracing </li></ul>Yes you know best but don’t second guess
  11. 11. Business Engine Shift 5 <ul><li>Support = Supporting </li></ul>Help people support each other
  12. 12. <ul><li>Partners express </li></ul><ul><li>what they want </li></ul><ul><li>when they want it </li></ul><ul><li>how much it costs </li></ul><ul><li>And who manages it </li></ul>A great company can be built when By providing…
  13. 13. <ul><li>What: Features, Demographics, Friends, Competitor Data, Values, Capital Branding, Company Name, Strategy </li></ul><ul><li>When: Signup, Launch, Contract Exits </li></ul><ul><li>How: Spend limits, pricing, costs, profits </li></ul><ul><li>Who: Employ, partner, advertise </li></ul>Through Participation Partners Contribute How do we make all this information useful?
  14. 14. <ul><li>What: Projections, Forecasts, Optimal Service Offerings, Intelligence, Open Democracy Tools, Project Management </li></ul><ul><li>When: Go Live Dashboard </li></ul><ul><li>How: Price Indicators, Working Capital </li></ul><ul><li>Who: Hiring Guidelines, Criteria </li></ul>We Synthesize to Support Community Decision Making The What, When, How and Who evolve as the company grows
  15. 15. Partner Participatory Cycle
  16. 16. An example for YourMobile
  17. 17. How do we discover our partners? <ul><li>Startups that engage a select audience via the correct medium and offer an opportunity to define their own value proposition can mitigate many risks facing new ventures today. </li></ul>Meeting needs realtime
  18. 18. A Social Strategy Framework* <ul><li>People </li></ul><ul><li>Objectives </li></ul><ul><li>Strategy </li></ul><ul><li>Technology </li></ul>* http://blogs.forrester.com/charleneli/2007/12/the-post-method.html
  19. 19. A Great Partner? <ul><li>15 to 35 </li></ul><ul><li>Early Adoptor </li></ul><ul><li>Regular internet user </li></ul><ul><li>Off plan </li></ul><ul><li>Own handset outright </li></ul><ul><li>Do not have company phone </li></ul>Sure, but what else do we have to know?
  20. 20. If we know how our potential partners engage the online realm. We can build a winning crowd of participatory partners
  21. 21. Forrester defines five characteristics of online behavior* <ul><li>Spectators </li></ul><ul><li>Joiners </li></ul><ul><li>Collectors </li></ul><ul><li>Critics </li></ul><ul><li>Creators </li></ul>*http://www.forrester.com/Groundswell/ladder.html
  22. 22. Spectators <ul><li>Read Blogs and News Portals </li></ul><ul><li>Listen to Podcasts and Music </li></ul><ul><li>Watch You Tube and Video </li></ul>We need a lot of Spectators
  23. 23. Joiners <ul><li>Active in Social Networks </li></ul>In the initial stages all partners will have to be Joiners
  24. 24. Collectors <ul><li>Make Lists </li></ul><ul><li>Tag Content </li></ul><ul><li>Aggregate RSS feeds </li></ul>These guys are important to generate presence and identify our territory to the market
  25. 25. Critics <ul><li>Comment on Blogs </li></ul><ul><li>Engaging in Discussion </li></ul><ul><li>Edit Wikipedia </li></ul>Critics are critical for the discourse required to make solid decisions
  26. 26. Creators <ul><li>Shoot Video </li></ul><ul><li>Host Podcasts </li></ul><ul><li>Share photos </li></ul><ul><li>Write Blogs </li></ul><ul><li>Build Software </li></ul>We need Creators to build Social Objects and Capital
  27. 27. Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com
  28. 28. <ul><li>Objectives, strategy and technology should marry with the demographic + online behaviors </li></ul>
  29. 29. Objectives Goals that couple with our business model and can be measured by who we are listening, talking, invigorating, embracing and supporting
  30. 30. Objective Example? Identify and listen to twenty, 18 to 25 year old Australian males with a social networking presence who have opinions on mobile phones and influence peers on features and providers. Collect 300 size record set outlining x, y, z Spectator, Joiner, Critic What will we do?
  31. 31. Strategy What we are going to do to get a group of online users to participate in self organizing company owned by them… How do we get there?
  32. 32. Technology The last thing to think about!
  33. 33. <ul><li>Who does what? </li></ul>
  34. 34. <ul><li>I provide the community for partners </li></ul>Community Development & Strategy
  35. 35. <ul><li>You provide the technology that bonds community </li></ul>New Mobile Technology Provider
  36. 36. <ul><li>Others elected by our partners fill the important gaps </li></ul>The Talent
  37. 37. <ul><li>Lets stop here and give it time to digest </li></ul><ul><li>In the meantime start thinking about the people. </li></ul><ul><li>Our partners </li></ul>
  38. 38. <ul><li>OK, a quick scenario implementing technology </li></ul>
  39. 39. Strategy Scenero Invite partners to join a group to be involved in an experiment to born a mobile company that they have part ownership and control. How do we get there?
  40. 40. Interested?
  41. 41. Express it
  42. 42. Are my friends In?
  43. 43.
  44. 44. Then what? <ul><li>NING to move off Facebook Platform* </li></ul><ul><li>Talk Shoe to open up verbal discussion* (weekly partner meetings) </li></ul><ul><li>Voting systems </li></ul><ul><li>Video for new employee resumes </li></ul><ul><li>Presentations to the partners from US </li></ul>Chrisbrogan.com ‘s strategy used with the grasshopper crew http://grasshoppers.ning.com/
  45. 45. This company, your company the above strategy will not work without extraordinary people Are you into the greater good? The personal competitive advantage of such individuals will be selflessness
  46. 46. Find Me <ul><li>http://twitter.com/cama </li></ul><ul><li>http://growing.grassrootnetworks.com </li></ul>

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