The Digital Discussion IABC Jan 2010

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Slides from a presentation I made to IABC Calgary January 2010.

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The Digital Discussion IABC Jan 2010

  1. 1. The Digital Discussion<br />Jan 19, 2010<br />by Doug Lacombe, MBA<br />
  2. 2. What is social media?<br />“Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests.”Joe Thornley, President and CEO Thornley-Fallis<br />Social media is an umbrella term for a wide variety of collaborative web-based software tools that encourage sharing and conversation.Doug Lacombe, President and CEO communicatto<br />
  3. 3. Definition continued<br />The Three Cs (or more)<br />Content<br />Collaboration<br />Community<br />Other “Cs” include conversation, consistency, commerce, communication, and context.<br />
  4. 4. Impact of social media<br />
  5. 5. Societal implications<br />
  6. 6. Strategic framework<br />
  7. 7. The social media BUMPP<br />Brand<br />Understand<br />Monitor<br />Policy<br />Participate<br />
  8. 8. Services and platforms<br />Don’t fall in love with the gizmos<br />
  9. 9. Types of social media<br />
  10. 10. Social media “mix”<br />
  11. 11. Video didn’t kill radio<br />Photos<br />MSM<br />Earned/Paid<br />Self-publishing<br />News releases<br />Videos<br />Newsletter<br />Events<br />Website<br />Social media<br />
  12. 12. Integrated platform<br />
  13. 13. Blog-centric approach<br />
  14. 14. Social media etiquette<br />Cocktail party metaphor<br />Generosity<br />Attribute, credit, share and forward (RT)<br />Dialog not broadcast<br />Ratios: 3-1-1, 80/20<br />Twitter:<br />No auto-DMs, ever<br />No “CMJ”<br />Strongly consider no auto-follows<br />Profile and bio important; photo if possible, name(s), web link<br />
  15. 15. Crisis, definition<br />An unanticipated event or disclosure that threatens your organization’s reputation<br />(Shel Holtz, ABC)<br />
  16. 16. Crisis examples<br />OLD SCHOOL<br />NEW SCHOOL<br />
  17. 17.
  18. 18. Google Analytics<br />
  19. 19. Facebook Insights<br />
  20. 20. Twitter Grader<br />
  21. 21. Wordpress<br />
  22. 22. Commercial solutions<br />AND MANY MANY MORE!<br />
  23. 23. Next steps<br />Reserve your organization’s name!http://www.namechk.com<br />Start monitoringhttp://google.ca/alerts, commercial options<br />Dip your toes in - low risk lurking<br />Liberate some content (YouTube?)<br />Start a Twitter account<br />Create social media guidelines & policy<br />Develop a social media strategy that dovetails with your communications, marketing, advertising, and crisis plans<br />
  24. 24. Questions?<br />
  25. 25. Doug Lacombe, MBAdoug@communicatto.comwww.communicatto.com403.988.0791<br />

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