A Strategic Approach To Social Media For Business


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A Strategic Approach To Social Media For Business

  1. 1. Leveraging the Internet and Social Media: A Strategic ApproachFergal Colemanwww.buaconsulting.com/social_mediaTwitter @buaconsultinghttp://www.linkedin.com/in/fergalcolemanfacebook.com @buaconsulting<br />
  2. 2. Over the last one to two months, raise your hand if you, either professionally or personally, have ……?<br />3%<br />3%<br />20%<br />80%<br />100%<br />www.buaconsulting.com/social_media<br />
  3. 3. www.buaconsulting.com/social_media<br />
  4. 4. Outline<br />Introduction to Social Media.<br />It’s here to stay – internal and external.<br />Provide an approach.<br />Facilitate discussion.<br />Provide some examples.<br />www.buaconsulting.com/social_media<br />
  5. 5. www.buaconsulting.com/social_media<br />
  6. 6. www.buaconsulting.com/social_media<br />
  7. 7. technology<br />is<br />the<br />conduit<br />And it differs from Traditional Media<br />Social media is based on the integrations/conversations between different people online and for brands to become part of this they need to move from a monologue to a dialogue<br />www.buaconsulting.com/social_media<br />
  8. 8. Social Media Landscape<br />www.buaconsulting.com/social_media<br />
  9. 9. It’s not just Facebook & Twitter<br />www.buaconsulting.com/social_media<br />
  10. 10. Think about what people do<br />People Creating – Blogs, (blogosphere) user generated content, Podcasts, Youtube, Slideshare.net, Docstoc.<br />People Connecting – Facebook, Linkedin, Twitter, Myspace, Bebo, Orkut, hi5, Secondlife, Foursquare. <br />People Collaborating – Wikis (wikipedia), Intelpedia(internal use), Bearing Point (Mike2.0), Salesforcechatter, Centraldesktop, Sharepoint.<br />People Reacting – Forums, discussion boards, ratings, reviews.<br />People Organising – tags, Digg, De.licio.us. <br />Accelerating Consumption – RSS, Widgets.<br />Forrester<br />www.buaconsulting.com/social_media<br />
  11. 11. Social Media and Your Business<br />Don’t start with technology<br />Start with your Sustainable Competitive Advantage (SCA)?<br />What is yours?<br />www.buaconsulting.com/social_media<br />
  12. 12. The POST Approach<br />People<br />Objectives<br />Strategy<br />Technology<br />Forrester<br />www.buaconsulting.com/social_media<br />
  13. 13. People<br />What groups do you want to engage with?<br />Customer segments? <br />Partners?<br />Staff?<br />Discuss and list<br />www.buaconsulting.com/social_media<br />
  14. 14. Publish a blog<br />Publish your own Web pages<br />Upload video you created <br />Upload audio/music you created<br />Write articles or stories and post them<br />Creators<br />Post ratings/reviews of products/services<br />Comment on someone else’s blog<br />Contribute to online forums<br />Contribute to/edit articles in a wiki<br />Critics<br />Use RSS feeds<br />Add “tags” to Web pages or photos<br />“Vote” for Web sites online<br />Collectors<br />Maintain profile on a social networking site<br />Visit social networking sites<br />Joiners<br />Read blogs<br />Watch video from other users<br />Listen to podcasts<br />Read online forums<br />Read customer ratings/reviews<br />Spectators<br />None of the above<br />Inactives<br />The Social Technographics™ Ladder<br />Taken together, these groups make up the ecosystem that forms the groundswell. <br />By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers.<br />Groups include people participating in at least one of the activities monthly.<br />www.buaconsulting.com/social_media<br />
  15. 15. www.buaconsulting.com/social_media<br />
  16. 16. www.buaconsulting.com/social_media<br />
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  19. 19. Where are your groups on the social technographics ladder? <br />www.buaconsulting.com/social_media<br />
  20. 20. Objectives<br />1. Listening – Use social media to better research customers and markets.<br />2. Talking – Use social media to spread messages about your company.<br />3. Energising– get your most enthusiastic customers to become advocates , using social media to increase word of mouth.<br />4. Supporting– Support customers or help your customers support each other.<br />5. Embracing– Integrate your customers into the way your business works (e.g. Lego). <br />www.buaconsulting.com/social_media<br />
  21. 21. Strategy and Technology<br />Strategies are unique to each organisation.<br />Understand your People and your Objectives.<br />Use the Mindshop tools to develop your Strategies.<br />Choose the social media Tools that best suit your Strategy.<br />www.buaconsulting.com/social_media<br />
  22. 22. Examples<br />Good Social Media ExamplesTourism Queensland: The Best Job in The WorldFlowerdale - Rebuilding a Communitywww.twitter.com/telstrawww.twitter.com/harveynormanauwww.fixmystreet.com.ukhttp://www.billabong.com.au/blogCase Study: http://larasolomon.wordpress.com/2010/01/25/mocks-fan-page-case-study/ or view Facebook pageBMW YouTube ChannelB2B Examples:Techcrunch: Intervew with Cisco, Virgin America, Comcast Social Media LeadersApprova.net: I love a Good Audit (Making Auditing Fun!)  and Happy Birthday To Sarbannes-Oxley VideoBearingPoint: Mike2.0CWS "Say No Dirt" VideoThe Dramatic Chipmonk - just to show YouTube can cheer us up every so often<br />www.buaconsulting.com/social_media<br />
  23. 23. Bursten-Marsteller Survey<br />The majority of the companies surveyed are failing to take an integrated or strategic view of social media. <br />Australia’s leading brands are neglecting the opportunity to engage with stakeholders via Facebook, the most widely used social network in Australia.<br />Corporate blogs are yet to gain traction in Australia. Corporate Australia lags the US and UK in this regard.<br />Brand value does not necessarily denote best practice in social media, despite research linking customer engagement via social media and corporate financial performance. <br />www.buaconsulting.com/social_media<br />
  24. 24. Conclusion<br />Social Media - the evolution of the web.<br />It’s social not technological.<br />It’s about two way communication it’s a conversation.<br />Use the POST approach.<br />Don’t Fear it, embrace it!<br />www.buaconsulting.com/social_media<br />