How to Win in Social Media Chessboard

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How to Win in Social Media Chessboard

  1. 1. How to Win on the Social Media Chessboard? Content. Conversation. Community
  2. 2. Andrew Chow (Ideasandrew) Founded  Ideamart (S) Pte Ltd since 1994 . Ideas & Concepts since 2002 Education  Thames Valley University, UK Business Awards  STB Business Award – Most Innovative Marketing Initiative award 2007  Spirit of Enterprise 2008  Successful Entrepreneur 2010  Spirit of Service 2012 Certification  NLP Practitioner  Certified Life Coach Forte  PR Strategic Counsel, Implementation & Monitoring  Social Networking / Social Media Strategy  Brand Management Consultancy  Personal Branding Professional Affiliation  Approved NCSS Training Provider  WDA ACTA-certified  Asia Professional Speakers – Singapore (APSS) - President How to Win on the Social Media Chessboard?
  3. 3. Outline Developing user-generated content is King Managing all conversation is Queen Engaging your community is everything else
  4. 4. Social Media OverviewDifferentiate the Internet with New Internet What can Social Media Do for You?
  5. 5. Differentiate the oldInternet from New Internet
  6. 6. Google : Search (You look for information)Social Media : Share (Information look for you)Differentiate the old Internet from New Internet
  7. 7. Social Media = New Internet =Live CommunicationDifferentiate the old Internet from New Internet
  8. 8. Differentiate the old Internet from New Internet
  9. 9. o Learn what people are saying about you o Create buzz for events & campaigns o Increase brand exposure o Identify and recruit influencers to spread your message o Find new opportunities and customers o Support your products and services o Improve your search engine visibility o Gain competitive intelligence o Get your message out fast o Retain clients by establishing a personal relationship o Be an industry leader – not a followerDifferentiate the old Internet from New Internet
  10. 10. | Social Media |Content { King of the Chessboard }
  11. 11. Content Original Co-created User-generatedContent is King
  12. 12. Original Something Exclusively Yours!Content is King
  13. 13. Others Contribute to what Co-created you have started Exposes a Problem/ Asks a Question Solves a Problem/ Answers a Question Propose a Solution / Enrich an Answer Verify a Solution / Test an AnswerContent is King
  14. 14. User-generated Others generate new Content about your brand Entirely on their ownContent is King
  15. 15. Voters’ Content (user generated)
  16. 16. English Wikipedia is 30 X bigger than BritannicaContent is King
  17. 17. 1000 years to watch all videos (2012 – 3012)Content is King
  18. 18. 6,000,000,000 85% of people on earth has a photo in FlickrContent is King
  19. 19. 1,000,000,000 If FACEBOOK is a Country, It will be the 3rd largest Country In the World (after China & India)Content is King
  20. 20. Content on Social Media
  21. 21. CuriosityContent that revealsSECRET Content on Social Media
  22. 22. MotivationContent that remind us thatDreams can come trueContent on Social Media
  23. 23. Against All OddsContent aboutDavid beating Goliath Content on Social Media
  24. 24. Small is Beautiful. Big is AdvantageContent that reminds us thatwhat we do matters Content on Social Media
  25. 25. AffirmationContents that confirms our assumption Content on Social Media
  26. 26. SensationalismContent that has unexpected twistsContent on Social Media
  27. 27. Feel Good StoryContent that tells usa great story Content on Social Media
  28. 28. New DiscoveryContent that challengesour assumption Content on Social Media
  29. 29. TransformationContent thatInspires us to action Content on Social Media
  30. 30. | Social Media |Context(Conversation)| Queen of the Chessboard |
  31. 31. Listen & LearnConversation is the Queen
  32. 32. Share & InspireConversation is the Queen
  33. 33. Comment & DiscussSocial Branding
  34. 34. Basic Rules Be Social, not just Professional Be Personable, but never Personal Be Transparency, yet Discreet Share more, Sell Less (Sell by Sharing)Conversation is the Queen
  35. 35. New Rules Listen First, Talk Later Lesson : Social Media Fire must be put out by social media water Conversation is the Queen
  36. 36. New Rules Saying something is better saying nothing Lesson : Be Open and Transparent, People will forgive quickly Conversation is the Queen
  37. 37. New Rules Begins with one topic, ends with another Lesson : User generated content is most interesting! The Emergence of Fluid Conversation
  38. 38. New Rules Focus on Having Fun, not gathering Fans Lesson : Speak like your Brand! Live up to its Personality Conversation is the Queen
  39. 39. 10 Ways of Managing Social Media Conversation
  40. 40. o Experiment personally before professionallyo Try a variety of social media toolso Be yourself, make some friends, and share Social Customer Service
  41. 41. 1. Discovery 2. Strategy (people, competition, and (opportunities, objectives) search engines) 4. Execution3. Skills (tools, integration, policies, (identify internal resources and process) and gaps)5. Maintenance (monitor and adapt) Social Customer Service
  42. 42. o Find where your audience is participating and indentify the influencerso Read industry blogs (including comments)o Google your company name & your competitiono Find tools that can help you listen Social Customer Service
  43. 43. o Tap into the wisdom of the crowd to access a wider talent pool and gain customer insighto Companies that use crowd sourcing include: o Starbucks (MyStarbucks) o Dell (Ideastorm) o DuPont o Netflix o Wikipedia o iStockphoto.com o Threadless.com o Mechanical Turk (Amazon) Social Customer Service
  44. 44. o Avoid puffery (people will ignore it)o Avoid evasion and lying (people won’t ignore it)o Companies have watched their biggest screw- ups rise to the top 10 of a Google searcho Admit your mistakes right away Social Customer Service
  45. 45. Share your content Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media Make your content easy to share Incorporate tools that promote sharing:  Share This, RSS feeds, Email a friend Social Customer Service
  46. 46. Be personable and act like a person Dont shout. Dont broadcast. Don’t brag. Speak like yourself – not a corporate marketing shill or press secretary Personify your brand – give people something they can relate to. Social Customer Service
  47. 47. Contribute in a meaningful way Think like a contributor, not a marketer Consider what is relevant to the community before contributing Don’t promote your product on every post Win friends by promoting other people’s content if it interests you Social Customer Service
  48. 48. See criticism as an opportunity Don’t try to delete or remove criticism (it will just make it worse) Listen to your detractors Admit your shortcomings Work openly towards an explanation and legitimate solution Social Customer Service
  49. 49. Social Customer Service
  50. 50. Be proactive Don’t wait until you have a campaign to launch - start planning and listening now Build relationships so they’re ready when you need them Social Customer Service
  51. 51. Accept you can’t do it all yourself You need buy in from everyone in the organization Convince your CEO that social media is relevant to your organization Get your communications team together, discuss the options, then divide and conquer Social Customer Service
  52. 52.  Coordinate comments internally Tweet & Retweet, @mention, etc Social Customer Service
  53. 53. Experiment with more Social MediaSocial Customer Service
  54. 54. Summary1. Experiment with social media2. Make a plan3. Listen4. Be transparent & honest5. Share your content6. Be personable and act like a person7. Contribute in a meaningful way8. See criticism as an opportunity9. Be proactive10. Accept you can’t do it all yourself11. Develop other Advocates within your network12. Experiment with more Social Media Social Customer Service
  55. 55. Social Customer Service
  56. 56. { Bishops, Pawns, Horses, Castles } Contacts (Community) { Bishops, Pawns, Horses, Castles }
  57. 57. Community Influence Peer StakeholdersCommunity is Everyone Else!
  58. 58. Community Advocators  Inner Circle Affluent Market  Leads Baby Boomers  Mass Media Bloggers  Men Competitors  Minorities Customers  Other networks Detractors  Peers Distributors  Principals Followers  Prospects Gen Z / Gen Y / Gen Z  Resellers Government  Retailers High Net-worth Individuals  Thought leaders (HNWIs)  Under-privileged Influencers  Women  Youth Community is Everyone Else!
  59. 59. Community Growth Technology
  60. 60. Social Network (www.socialengine.net)Community is Everyone Else!
  61. 61. Facebook ConnectCommunity is Everyone Else!
  62. 62. OpenIDCommunity is Everyone Else!
  63. 63. Mobile WebCommunity is Everyone Else!
  64. 64. Mass Invite (not Mass Broadcast)Community is Everyone Else!
  65. 65. Social MediaChessboard Strategy
  66. 66. # 1 – Streamline Your Content What’s your Content?1. Accolades & Awards 1. ____________________________2. Case studies 2. ____________________________3. Charity work/humanitarian projects 3. ____________________________4. ____________________________ 4. ____________________________5. ____________________________ 5. ____________________________6. ____________________________ 6. ____________________________7. ____________________________ 7. ____________________________8. ____________________________ 8. ____________________________9. ____________________________ 9. ____________________________10. ____________________________ 10. ____________________________11. ____________________________ 11. ____________________________12. ____________________________ 12. ____________________________13. ____________________________ 13. ____________________________14. ____________________________ Social Media Chessboard Strategy
  67. 67. # 2 – Select Your Platforms What are your Platform? How did you choose and prioritize them? Social Media Chessboard Strategy
  68. 68. # 3 – Share Your Knowledge How do you share your knowledge? Contest  _____________________ Testimonial  _____________________ Landing Page  _____________________ _____________________  _____________________ _____________________  _____________________ _____________________  _____________________ _____________________  _____________________ _____________________  _____________________ _____________________  _____________________ _____________________  _____________________ _____________________  _____________________ _____________________  _____________________ Social Media Chessboard Strategy
  69. 69. # 4 – Simplify Your Conversation Preparing Conversation Starters (content) • List the 10 most unique features about your services • Brainstorm 10 different ways to share each unique feature • Find 10 related topics in the market (#) • Find 10 different answers to the topic • Prepare 20 toughest questions to ask • Find 20 best articles in your blog • Find 30 best sites relating to your field • Create 100 business wisdom/tips which are your forte • Find 3 sources of your industry news • Produce 10 creative motivation posters Social Media Chessboard Strategy
  70. 70. # 4 – Simplify Your Conversation Finding the right people to engage in conversation • Find 10 influencers/thought leaders you really want to have open conversation with • Appoint 10 best staff in your organisation to form a task force to discuss and comment on behalf of the company • Search for keywords to find 50 best people on Twitter in your field Social Media Chessboard Strategy
  71. 71. # 4 – Simplify Your Conversation Implementing good conversation • Mix and Match Item 1 to 12 by creating different • Use Aggregation tools like Hootsuite to schedule, monitor and assign tasks among your task force. • Attitude of managing a conversation should be : • Listening more than talking • Inspiring more than informing • Commending not just commenting Social Media Chessboard Strategy
  72. 72. # 5 – Sell Your Expertise 80 / 20 Rule 4 : 1 rule Social Media Chessboard Strategy
  73. 73. # 6 – Support Your Community• Offer Help• Provide Insight• Gain Trust• Build rapport• Growth Empowerment• Others ________________________ Social Media Chessboard Strategy
  74. 74. Recap Content is King.  Takes time to create  Needs creativity to sustain Conversation is Queen.  Takes Patience to Learn  Needs Experience to engage meaningfully Community is Power  Influencers are your key stakeholders  Keep them close to you Chess Board Strategy  #1 - Streamline Your Content  #2 – Select Your Platforms  #3 – Share Your Knowledge  #4 – Simplify Your Conversation  #5 – Sell Your Expertise  #6 - Support Your Community
  75. 75. What’s Next?Social Media Knowledge Base
  76. 76. Mashable – www.mashable.com
  77. 77. www.socialmediaexaminer.com
  78. 78. www.socialmediatoday.com
  79. 79. www.socialmediab2b.com
  80. 80. Launch : 10 Oct Pre Order $28 $25 with CDQuestions & Answers
  81. 81. Andrew Chow (Ideasandrew) Social Networking Facebook - http://www.facebook.com/#!/AndrewChowKokWah Plaxo http://ideasandrew.myplaxo.com/ Linkedin - http://sg.linkedin.com/in/ideasandrew Social Media Sharing Flickr Collection - http://www.flickr.com/photos/ideasandrew/ Youtube Channel - http://www.youtube.com/user/ideasandrew Slideshare - http://www.slideshare.net/ideasandrew Podomatic - http://ideasandrew.podomatic.com Social Blogging / Micro-blogging Twitter - http://twitter.com/Ideasandrew Wordpress – www.andrewchow.sg Social Collaboration Wikipedia - http://en.wikipedia.org/wiki/User:Ideasandrew Meet up - http://www.meetup.com/members/11966314/More than 250 interviews/feature in 6 years from local and international media

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