Web Guild Share

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Presentation from the Web Guilds Social Media Strategies Conference presented by Colin Browning of Mzinga

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  • Web Guild Share

    1. 1. Social Site Dimensions <ul><li>Presenters: </li></ul><ul><li>Colin Browning, Mzinga </li></ul><ul><li>Mike Walsh, Leverage Software </li></ul><ul><li>Connie Benson, Network Solutions </li></ul><ul><li>Jona Titus, Kaiser Permanente </li></ul><ul><li>JJ Toothman, Stanford University </li></ul><ul><li>YOU ! </li></ul>October 2008
    2. 2. Climate Change
    3. 3. Climate Change
    4. 4. Dimensions of Online Strategy Content Conversations Influence Goals!
    5. 5. Content Strategies
    6. 6. Content Strategies <ul><li>Editorial Calendar (3 / 6 / 9 months) </li></ul><ul><li>SEO </li></ul><ul><li>Newsletter integration </li></ul><ul><li>Rich media experience </li></ul><ul><li>Live events </li></ul><ul><ul><li>PR aftershock </li></ul></ul><ul><ul><li>Optimize for SEO </li></ul></ul><ul><ul><li>Review the data </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>Understand the investment </li></ul></ul><ul><ul><li>Develop a true voice </li></ul></ul>
    7. 7. Content Strategies:
    8. 8. Conversation Strategies
    9. 9. Conversation Strategies <ul><li>Get support : </li></ul><ul><ul><li>Find Executive sponsor </li></ul></ul><ul><ul><li>Educate on social media </li></ul></ul><ul><ul><li>Show value </li></ul></ul><ul><ul><li>Set Key Success Criteria </li></ul></ul><ul><ul><li>Involve legal as appropriate </li></ul></ul><ul><li>Develop a moderation policy </li></ul><ul><ul><li>Pre / post moderation / content seeding </li></ul></ul><ul><ul><li>TOS – lay the ground rules & be consistent </li></ul></ul><ul><ul><li>Staff accordingly </li></ul></ul>Image from BrandSizzle.com
    10. 10. Conversation Strategies: <ul><li>Align approach with audience </li></ul><ul><li>See http://www.forrester.com/Groundswell/profile_tool.html </li></ul>
    11. 11. Conversation Strategies: <ul><li>Align approach with goals </li></ul>
    12. 12. Conversation Strategies Degree of audience commitment
    13. 13. Influencer Strategies
    14. 14. Influencer Strategies <ul><li>Policies </li></ul><ul><ul><li>Engagement policy (different from moderation) </li></ul></ul><ul><ul><li>Personal brand vs. Company brand </li></ul></ul><ul><li>How to engage: </li></ul><ul><ul><li>Listen first </li></ul></ul><ul><ul><li>Promotion vs. Contribution </li></ul></ul><ul><ul><ul><li>Add value </li></ul></ul></ul><ul><ul><ul><li>Be relevant </li></ul></ul></ul><ul><li>Who to engage? </li></ul><ul><ul><li>Find the influencers in your industry </li></ul></ul><ul><ul><ul><li>Free: Technorati 100 / All Top / Twitter Search / Facebook groups </li></ul></ul></ul><ul><ul><ul><li>Paid: Techrigy, Radian6, Visible Technologies, & more. </li></ul></ul></ul>
    15. 15. Influencer Strategies <ul><li>Where to engage: Blogger Comments! </li></ul>
    16. 16. Influencer Strategies <ul><li>Where to engage: </li></ul>
    17. 17. Case Studies
    18. 18. Case Study: ABC Lost
    19. 19. Case Study: Mzinga Acquires Prospero
    20. 20. Your Turn <ul><li>4 Discussion Groups </li></ul><ul><ul><li>Business to Business </li></ul></ul><ul><ul><li>Business to Consumer </li></ul></ul><ul><ul><li>Non-profit </li></ul></ul><ul><ul><li>Internal </li></ul></ul><ul><li>20 Minutes, work on </li></ul><ul><ul><li>Agree on a goal and your audience, then </li></ul></ul><ul><ul><li>Content Strategies </li></ul></ul><ul><ul><li>Conversation Strategies </li></ul></ul><ul><ul><li>Influencer Strategies </li></ul></ul>
    21. 21. What did we learn?
    22. 22. Thanks! Colin Browning [email_address] @crbrowning Blog: http:constructingsocial.com

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