Smsc Dont Waste Time Online Strategy First.Pptx [Read O

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Jamie Timm's presentation on social media strategy from the August 4, 2009 Social Media Summer Camp.

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Smsc Dont Waste Time Online Strategy First.Pptx [Read O

  1. 1. Don’t Waste Time Online – Strategy First Business First Social Media Summer Camp 150 S. Front St., Suite 200 Columbus, OH 43215 www.columbus.org
  2. 2. Setting the Tone What makes it noise vs. helpful communication? • What bothers you about information you receive in the mail, email and online for social networks? • What inspires interaction? What barriers do you see to implementing a strategy at your organization?
  3. 3. Key Elements Solution meets audiences needs Accessibility Hyper Segmentation Convergence Online Activity = Offline Action A Burning Platform Account = success
  4. 4. My BO – Wrap Up The Numbers What was the value for 2 million profiles the customer? 35,000 volunteer groups What was the visible 400,000 blog posts measurement? 200,000 offline events 13 million email addresses $639 million raised (67% online) Millions of SM connections
  5. 5. Social Media Strategy Research and Planning • Need (customer/business) • Current Conversation • Identification of actions willing to take (internal culture) • Resources (content, people, $$) Action • Build channel/customize channel Communication (and integration) Evaluation – Measure and Adjust
  6. 6. Key Elements Identification of barriers • Location • Culture • Stock price/performance slide Online action = offline action Authenticity Gradual build Access
  7. 7. BE3 Blog Wrap Up What was the value for the employee? What was the visible measurement?
  8. 8. A New Channel
  9. 9. Using Social Media for Innovation - Starbucks New Channel (not an existing tool) Allows for multiple user interaction types Fills a need Creates ownership from customer Fulfills on the brand promise (online/offline)
  10. 10. MyStarbucks Wrap Up What was the value for the customer? What was the visible measurement?
  11. 11. Audience • Where do get their Collect Create information? User Behaviors Consume Comment
  12. 12. Using Social Media for Customer Service - Comcast Existing Tool Fills a need Creates ownership from customer Fulfills on the brand promise (online/offline)
  13. 13. Comcast Cares Wrap Up What was the value for the customer? What was the visible measurement?
  14. 14. What do you do with the info on a Macro level LISTEN and take notes Your Piece of the Pie - • What is being said X • How does it compare to others in your space + • Frequency & Tone A vs. B
  15. 15. Using Social Media to Build Expertise/Product Use – A List Apart Key Elements – A List Apart • Quality content, not sales info or self-promotion • Crowd-sourcing of content • Multiple ways to interact Key Elements – Juicy Juice • Multiple ways to interact (watch, games, puzzles) all based on education • Ability to share • Convergence (TV, YouTube, Web) • Incentive/Fills a Need • Multiple ways to interact
  16. 16. A List Apart and Juicy Juice Wrap Up What was the value for the employee? What was the visible measurement?
  17. 17. Make it happen: Find the need How can you help? What are you willing to do online and offline? Identifying the right tool Listen – Participate - Facilitate Identify influencers Measure
  18. 18. Measurement Not HITS Engagement Behavior Change Sales Known expertise
  19. 19. What Does it Really Take? Resources Culture – Authenticity Willingness to fail first Clear understanding • Purpose for campaign • Tied to business goals • Value you can add Education/Training
  20. 20. Connect post-event: Jamie Timm @jamietimm www.linkedin.com/in/jamietimm Jamie_Timm@columbus.org

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