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Social Media Strategy April

Des Walsh's slide deck for presentation via Skype video, PR 2.0 Optimization seminar, Guangzhou, China, April 8th, 2009

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Social Media Strategy April

  1. 1. Social Media Strategy PR 2.0 Optimization Workshop Guangzhou, China and Online April 8, 2009 Des Walsh
  2. 2. Teminology: “Social Media” <ul><li>online tools people use to share content, profiles, opinions, insights, experiences, perspectives and media itself </li></ul><ul><li>democratization of content and how people read, disseminate, create and share content </li></ul><ul><li>Adapted from Brian Solis, June 29, 2007 (see links) </li></ul>
  3. 3. Strategy <ul><li>“ Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” </li></ul><ul><li>Sun Tzu </li></ul>
  4. 4. Your 3 Point Strategy <ul><ul><ul><ul><ul><li>Be Findable </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Participate </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Be Authentic </li></ul></ul></ul></ul></ul>
  5. 5. Be Findable <ul><li>“ In the 21st Century, successful business will be focused on findability , about creating an online and offline presence that helps your customers find you.” </li></ul><ul><li>Dave Taylor , author, </li></ul><ul><li>Growing Your Business with Google – The Complete Idiot’s Guide </li></ul>
  6. 6. Participate: Markets are Conversations
  7. 7. Think Influence <ul><li>Social Media Channels </li></ul><ul><li>Blogs, online video, social networks </li></ul><ul><li>Podcasts, newsgroups/forums, photo-sharing sites, wikis </li></ul>
  8. 8. Think Awareness & Engagement <ul><li>For blogs, video, podcasts </li></ul><ul><li>Deliver quality, relevant content </li></ul><ul><li>For online communities </li></ul><ul><li>Listen, learn, share, engage </li></ul>
  9. 9. Dig The Well Before You Are Thirsty
  10. 10. Levels of Online Participation ( US) <ul><ul><ul><li>Creators 18% </li></ul></ul></ul><ul><ul><ul><li>Critics 25% </li></ul></ul></ul><ul><ul><ul><li>Collectors 12% </li></ul></ul></ul><ul><ul><ul><li>Joiners 25% </li></ul></ul></ul><ul><ul><ul><li>Spectators 48% </li></ul></ul></ul><ul><ul><ul><li>Inactives 44% </li></ul></ul></ul><ul><li>From the Social Technographics Ladder, Forrester Research </li></ul>
  11. 11. Levels of Online Participation (China) <ul><li>“ 40% of online adults in metropolitan China are content creators, publishing regularly.” </li></ul><ul><li>Steven Noble, Senior Analyst, Forrester Research, Feb 2009 </li></ul>
  12. 12. Think Blue Ocean Strategy <ul><li>“ How to Create Uncontested Market Space and Make the Competition Irrelevant” </li></ul>
  13. 13.
  14. 14. People First, Then Technology <ul><li>Who are the people you want to influence? </li></ul><ul><li>How do you want to influence them? </li></ul><ul><li>Which tools will work best? </li></ul><ul><li>Where do they gather? </li></ul>
  15. 15. A Note About Research <ul><li>Consider demographic, sociological, cultural assumptions in research reports, blog comments, strategic advice </li></ul><ul><li>Example: attention now being paid in the West to the rise of the “Baby Boomers” in social media and social networking </li></ul><ul><ul><li>- how can that conversation be parsed for China? </li></ul></ul>
  16. 16. Thinking About Generations <ul><li>West </li></ul><ul><ul><li>Gen Y born 1977 to 1995 </li></ul></ul><ul><ul><li>Gen X born 1965 to 1977 </li></ul></ul><ul><ul><li>Baby Boomers born 1946 to 1964: 82.9 m online and now on rise with social media </li></ul></ul><ul><ul><li>Older generations: mainly research, banking, shopping online </li></ul></ul><ul><li>China </li></ul><ul><ul><li>Different historical framework </li></ul></ul><ul><ul><li>68% of netizens under the age of 30 </li></ul></ul><ul><ul><li>Approx Age Equiv. to Boomers: 33.9 m online </li></ul></ul><ul><li>Note: figures are approximate </li></ul>
  17. 17. Be Authentic <ul><li>&quot;You've got to be kidding, right? You want to teach authenticity?&quot; </li></ul><ul><li>Scott Monty , social media head at Ford </li></ul><ul><li> The Social Media Marketing Blog </li></ul>
  18. 18. LinkedIn <ul><li>A professional network to help your career/business </li></ul><ul><li>Screenshot of Des Walsh's LinkedIn network stats 04 Apr 09 </li></ul>
  19. 19. LinkedIn Stats <ul><li>38 million+ members in 200+ countries and territories around the world </li></ul><ul><li>New member joins approximately every second </li></ul><ul><li>About half of members outside USA </li></ul><ul><li>Executives from all Fortune 500 companies are LinkedIn members </li></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul>
  20. 20. LinkedIn Tools
  21. 21. Tools: Use Only What You Need
  22. 22. My Basic Toolkit <ul><li>Self-hosted blogs from </li></ul><ul><li>Twitter - @deswalsh </li></ul><ul><li>Audio storage – try </li></ul><ul><li>Audacity for editing audio </li></ul><ul><li>Video storage – YouTube, Viddler </li></ul><ul><li> </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebook for connecting, groups, events </li></ul><ul><li>Yahoo Groups for LinkedIn Bloggers </li></ul>
  23. 23. Re-Cap: Your 3 Point Strategy <ul><ul><ul><ul><ul><li>Be Findable </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Participate </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Be Authentic </li></ul></ul></ul></ul></ul>
  24. 24. Credits <ul><li>Images </li></ul><ul><li>Street Market in China – Dan Zen via FlickrOld Well and New House – Old Grey Mare Out on Pasture , FlickrTool Display – GrhmC via Flickr </li></ul><ul><li>Scott Monty picture by jwol3 via Flickr </li></ul><ul><li>All images used in this slide presentation are licensed under Creative Commons (some rights reserved) </li></ul><ul><li>Reading </li></ul><ul><li>“ New Media, New Influencers and Implications for Public Relations”, SNCR </li></ul><ul><li>Groundswell , Charlene Li & Josh Bernoff, Harvard Business Press, 2008 – and Groundswell blog </li></ul><ul><li>Blue Ocean Strategy , W. Chan Kim &Renee Mauborgne, Harvard Business School Press, 2005 </li></ul><ul><li>Brian Solis’ Brink: A Social Media Guide from the Edge </li></ul>
  25. 25. Reports <ul><li>CNNIC 23 rd Statistical Survey Report on the Internet Development in China – Jan 2009 </li></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>Pew Internet and American Life Project – Generations Online 2009 </li></ul><ul><ul><ul><li> </li></ul></ul></ul>
  26. 26. Thank You <ul><li>Des Walsh </li></ul><ul><li> </li></ul><ul><li>I help business owners and entrepreneurs </li></ul><ul><li>navigate the social media maze and become </li></ul><ul><li>savvy participants, not road-kill. </li></ul><ul><li>LinkedIn: </li></ul><ul><li>Twitter/Skype: deswalsh Email: [email_address] </li></ul><ul><li>Tel: +61 413 089 355 </li></ul>