Social Media Action Plan


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Social Media - what is it, why it matters, and 3 step action plan (Listen, Engage, Influence)

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Social Media Action Plan

  1. Social Media - today’s agenda What is Social Media? Why does it matter? Social media action plan
  2. Media has changed “To find something comparable, you have to go back 500 years to the printing press, the birth of mass media … Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control” Rupert Murdoch, Wired July 2006.
  3. Driven by …
  4. Consumers have a voice
  5. So what is Social Media? “Open conversations that encourage participation and connect people” Ian Farmer BULLSEYE
  6. Social Networks 2.2 million 1 in 5 118000 7000
  7. Biggest country in the world - MySpace
  8. Blogosphere m 23000
  9. Wikis – collaborative 4m Podcasts – niche / time shifting
  10. Youtube Videos m Bandwidth: 2007 YouTube = 2000 Internet 1.2 million consumer generated videos in 2007 26.5 million corresponding comments 22 billion views, up 70% (source: Accustream iMedia Research) 26,500
  11. And other content communities
  12. More and more of us use it
  13. It helps you express yourself
  14. Review stuff, weigh up pro’s and cons
  15. Share things easily
  16. Social networks link us together
  17. And through the wisdom of crowds
  18. Allows us to discover new stuff
  19. Social Media and the Conversational web What is Social Media? Why does it matter? Social media action plan
  20. We now know the truth 76% don’t believe that companies tell the truth in advertisements Source: Yankelowich
  21. Consumer recommendations are the most credible form of advertising among 78% of the study’s respondents. Source: Nielsen, “Word-of-Mouth the Most Powerful Selling Tool” (global Nielsen survey of 26,486 Internet users in 47 markets)
  22. Who do we believe?
  23. People like ourselves My friends Their friends Shared interest
  24. Social media conversations are recorded
  25. And influence “offline” behaviour
  26. Of those who use used or buy bought your product / service
  27. For Good
  28. And Not so good
  29. Social media impacts your brands reputation 34% post opinions about products and brands on their blog 36% think more positively about companies that have blogs Source: Universal McCann Power to the people - Social Media Tracker Wave 3
  30. So that’s why it matters !
  31. Social Media and the Conversational web What is Social Media? Why does it matter? Social media action plan
  32. Try and control this? Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go. A.G. Lafley, CEO and Chairman of P&G, October 2006
  33. Ignore it ? ... But this just eliminates you from the conversation
  34. Bullseye’s Social Media action plan What is Social Media? Listen Why does it matter? Social media action plan Engage Influence
  35. How to listen to social media?
  36. Search • E.g.
  37. Alerts • E.g.
  38. Speed Feed reading
  39. Blog Trends
  40. Charting Live consumer sentiment
  41. Listen ”The Development of a process to understand the conversations, and action the insights” Ian Farmer BULLSEYE
  42. FORUMS Real time feedback : Grad recruitment exposed !
  43. Research your employees ?
  44. Company reviews
  45. Recorded Experiences
  46. Opinions in real time
  47. Finding consumer insights
  48. Product feedback
  49. The new Focus group?
  50. Social Media Audit report
  51. Monitoring solution
  52. Bullseye Social Media services Listen Research : opinions in real time Risk Awareness Insights Social Media Audit Permission to Engage Social Media Monitoring Strategy Monitoring development Insights reporting Training We monitor social media because it provides unsolicited and unbiased consumer opinions about our products and brands in real time. If a brand, messaging or product problem is identified by bloggers, we can fix the problem quickly before it gets too widespread. Also, positive comments help us understand early on if something is working particularly well.” Christin Stasiw Lazarchuk, Director, Global Market Research, Ford Motor Company.
  53. Bullseye’s Social Media Action Plan Listen Engage Influence
  54. It’s PR Jim, but not as we know it!
  55. Cicero’s 9 rules from “On Duties” in 44BC 1. Speak clearly 2. Speak easily, but not too much, give others their turn 3. Do not interrupt 4. Be courteous 5. Deal seriously with serious matters, gracefully with lighter ones 6. Never criticize people behind their backs 7. Stick to subjects of general interests 8. Do not talk about yourself 9. Never lose your temper
  56. Example – UK civil service Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency.
  58. Social Media engagement policy? or
  59. GM’s FASTLANE blog quot;These people have a great deal of influence, not just on what we read, but on the cars their friends and family purchase.“ Bob Lutz, the vice chairman of General Motors,
  60. Government Engagement
  61. Identify where else to engage?
  62. 2752 Topics powered by 13188 people with help from 15 employees
  63. Add value to the engagement • Post comments • Create & edit wikis • Join groups
  64. Inviting engagement & integration
  65. Engagement integration - Over 9000 ideas engaged
  66. Crisis Response training
  67. For when the Rats take over !!
  68. Bullseye’s Social Media services Engage • Feedback: discussion channels • Increase Customer Service • Exhibit Leadership : Sharing POVs • Innovation: Source of Ideas • Growth: reduced cycles times • Self awareness • Opportunity to Influence Social Media policy development Corporate / brand blogs Identify & track engagement Engagement integration advice Crisis response training
  69. Bullseye’s Social Media Action Plan Listen Engage Influence
  70. Social Media press releases
  71. Create some structure
  72. Identifying key influencers
  73. Hosting reviews – demonstrates transparency
  74. Involve them & embrace them • P&G's Pampers - 15 top quot;mommy bloggersquot; to the company's headquarters • GM’s Fastlane - Members become contributors (GM Insiders).
  75. FNBO recruits evangelists
  76. Results in lots of ongoing +ve chatter
  77. 1000 entries, 5.5 million votes
  78. FOX8 Gossip Girl • 1300 advocates • Viral word-of-mouth proliferation Recruited 154,000 or %10 of audience
  79. Make it easy for people to tell others
  80. Establish conversational metrics
  81. Influence “Measuring the results of how you effect social media, then using that insight to stimulate conversations that make it easier for people to recommend and sample your products” Ian Farmer BULLSEYE
  82. Bullseye’s Social Media services Influence • Expand touchpoints • Measurement of campaigns • Risk mgmnt “Ask the audience” • Build loyalty & Identify Evangelists • Collaboration opportunities • Word of mouse! Influence Identification Loyalty & evangelist programs Campaign metrics Word of Mouth Marketing Internet is twice as influence of TV and 8 times that of Print (source: Digital Influence Index study Fleishman-Hillard)
  83. Bullseye’s Social Media action plan What is Social Media? Listen Why does it matter? Social media action plan Engage Influence
  84. More information Ian Farmer +61 2 8923 5028 Bullseye blog: Ian’s blog :