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Strategic Focus for Social Media in Non-Traditional Businesses


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Designed for Ohio Web Leaders, this presentation focuses on the benefits and challenges associated with using social media to support organizational goals in non-traditional businesses. It helps provide a basic framework on how to be a leader, building a case, identifying opportunities and challenges, proceeding with strategy and measuring qualitative and quantitative results. The presentation also looks at building solid relationships to provide a foundation for social media efforts.

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Strategic Focus for Social Media in Non-Traditional Businesses

  1. 1. Strategic focus for social media<br />In Non-Traditional Businesses<br />Cara Keithley<br />Dr. Mike Posey<br />November 24, 2009<br />
  2. 2. LIFE IS ABOUT RELATIONSHIPS!PEOPLE HAVE ALWAYS. . .<br /><ul><li>communicated with other people
  3. 3. gotten together in groups
  4. 4. formed communities
  5. 5. developed relationships with like-minded folk
  6. 6. shared their passions</li></li></ul><li>SOCIAL MEDIA IS AN AVENUE FOR RELATIONSHIP BUILDING!<br />It is a relationship builder on steroids!<br /> - Individuals & The Masses<br /> - Scalable to any size<br />
  8. 8. PARTICIPATION IN SOCIAL MEDIA IS NOT JUST ABOUT “BEING OUT THERE”<br /><ul><li>It’s about engagement
  9. 9. It’s about being unique
  10. 10. It’s about adding value
  11. 11. It’s about contributing
  12. 12. It’s about communicating
  13. 13. It’s about connecting
  14. 14. It’s about listening</li></li></ul><li>IT’S ABOUT RELATIONSHIPS!<br />
  15. 15. RELATIONSHIPS<br /> Everything we do stems from a relationship with someone or some thing.<br />
  16. 16. RELATIONSHIPS<br /> Knowing ourselves… helps us to know our message… which helps us to know our publics… which helps us to develop relationships.<br />
  17. 17. RELATIONSHIPS<br /> The key to a good relationship is knowing what makes a person tick!<br />- Who are they?<br /> - What gets their juices flowing?<br /> - Why they do what they do?<br /> - Why they don’t do what they don’t do?<br />
  18. 18. USING SOCIAL MEDIA TO BUILD RELATIONSHIPSSCOPE IT OUT . . .<br /><ul><li>Spend time finding out what exists
  19. 19. Discover possible connections
  20. 20. Learn the space
  21. 21. Find people streams
  22. 22. Determine what people are using SM for
  23. 23. Listen, Listen, Listen</li></li></ul><li>USING SOCIAL MEDIA TO BUILD RELATIONSHIPSBE STRATEGIC YET FLEXIBLE. . .<br /><ul><li>Know who you are
  24. 24. Know who the influencers & thought leaders are
  25. 25. Choose wisely
  26. 26. Take some chances
  27. 27. Look long-term
  28. 28. Dedicate resources</li></li></ul><li>USING SOCIAL MEDIA TO BUILD RELATIONSHIPSTAKE THE PLUNGE. . .<br /><ul><li>Don’t be a crazy, unorganized joiner
  29. 29. Don’t be a closed-minded joiner either
  30. 30. Make it manageable </li></li></ul><li>USING SOCIAL MEDIA TO BUILD RELATIONSHIPSDO IT. . .<br /><ul><li>Engage people & communities
  31. 31. Participate in discussions
  32. 32. Add value/content to communities & discussions
  33. 33. Be an influencer and thought leader
  34. 34. Know when NOT to be a thought leader
  35. 35. Use same voice</li></li></ul><li>USING SOCIAL MEDIA TO BUILD RELATIONSHIPSBE EQUALLY HUMAN. . .<br /><ul><li>Remember you are human and “they” are human
  36. 36. Be passionate
  37. 37. Say “thank you” “I’m sorry” &“How can I help you?”
  38. 38. Be creative
  39. 39. Be yourself
  40. 40. Find your voice
  41. 41. Give what you would like to get</li></li></ul><li>USING SOCIAL MEDIA TO BUILD RELATIONSHIPSLOOK BOTH WAYS BEFORE CROSSING. . .<br /><ul><li>Develop vertical relationships
  42. 42. Talk with your customers
  43. 43. Develop horizontal relationships
  44. 44. Get your customers talking to other customers</li></li></ul><li>USING SOCIAL MEDIA TO BUILD RELATIONSHIPSEVALUATE. . .<br /><ul><li>Re-evaluate regularly
  45. 45. Re-think your connections regularly
  46. 46. Examine the impact on a the bottom line
  47. 47. Balance quantitative with qualitative</li></li></ul><li>DEVELOPING RELATIONSHIPS THROUGH SOCIAL MEDIA WILL HELP FOSTER GOODWILL OVER THE LONG TERM.<br />R.O.G.<br />Return on Goodwill<br />
  48. 48. THE HARD STUFF IS EASY. THE SOFT STUFF IS HARD. IT’S THE SOFT STUFF THAT MAKES ALL THE DIFFERENCE.<br />The soft stuff results in. . .<br /><ul><li>customer loyalty
  49. 49. increased interaction
  50. 50. deeper relationship with brand
  51. 51. better interactions with publics</li></li></ul><li>SO, HOW DOES THIS RELATE TO US?<br />Non-traditional businesses need leaders and innovators to help them adapt<br />If you see the need, it is ok to lead the change<br />Don’t assume others in the room know more than you—inform yourself and share your opinions<br />Focus on strategic goals—improving external relations, public engagement and transparency<br />
  52. 52. BUILD YOUR CASE: EXAMPLE FOR GOV 2.0<br />Federal Movement to Gov 2.0<br />Success Stories<br />Opportunities and Challenges<br />Recommendations for Building a Better Government<br />Strategies and Goals<br />
  53. 53. BUILD YOUR CASE: EXAMPLE FOR HIGHER ED 2.0<br />Gap Between Academics and External Relations<br />Success Stories<br />Opportunities and Challenges<br />Recommendations for Building a Better University<br />Measuring Return on Investment<br />
  54. 54. FIND OUTSIDE EVANGELISTS<br /> “People are also using the Net to get involved in governance. It&apos;s a way for government leaders to hear from constituents directly, unfiltered by layers of staff. This helps engage citizens in both the electoral process and the day-to-day governance of the state and our country. And it helps public servants keep the pulse of the people they serve.”<br /> Craig Newmark<br /> Founder, Craigslist<br />
  55. 55. FIND OUTSIDE EVANGELISTS<br />“States that ignore the social media revolution will do so at their own peril. Without using these tools, State Governments may find themselves the last participants in the live 24 hour conversation that is now ongoing, and may well find they have literally become the last to know.”<br /> Alan Silberberg<br /> CEO, You2Gov<br />
  56. 56. IDENTIFY OPPORTUNITIES AND CHALLENGES<br />Customer and Citizen Engagement<br />Encourage dialogue and maintain relevance.<br />Serve customers and citizens more efficiently, while building positive relationships.<br />Employee Engagement<br />Engage employees in their work and connect them with the mission of their Agency and the Administration.<br />Encourage employees to be word-of-mouth marketers for state initiatives.<br />
  57. 57. IDENTIFY OPPORTUNITIES AND CHALLENGES<br />Communications/IT Partnership<br />Questions for further exploration include privacy, security, public records, stewardship, process, and usage<br />Additional Buy-in<br />In addition to Communications, Marketing and IT, build bridges with legal and program/academic areas<br />
  58. 58. BUILDING A BETTER ORGANIZATION<br />Yesterday’s email is today’s Twitter is tomorrow’s…<br />In the end, we are talking about tools to better serve and engage our customers, citizens, potential students, etc.<br />Tools will change, what is important is the strategy and the goals<br />There are already innovators within organizations using these tools—they need guidance on how to use them to best benefit the organization<br />
  59. 59. A WORD ON MEASUREMENT AND R.O.I.<br />Measurement is a beast of its own<br />Decide on goals, both qualitative and quantitative<br />It is great to increase buzz, followers, tweets, etc<br />But remember, at the end of the day profits do matter<br />For assistance with measuring real Return on Investment (R.O.I.)<br />Visit<br />For assistance with qualitative measures, like Word-of-Mouth Marketing and engagement<br />Visit<br />Visit<br />
  60. 60. TAKING THE PLUNGE<br />Take time to build solid relationships and lay a good foundation<br />Look to others for inspiration, but create a strategy that is a good fit for your unique organization<br />Don’t ignore opportunities and challenges: identify and address them<br />Set quality metrics for measuring success based on organizational goals<br />Don’t be afraid to step up and lead!<br />
  61. 61. Cara Keithley<br /><br />@CaraKeithley<br />Mike Posey, Ph.D.<br /><br />@DrMikePosey<br />