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An Actual Social Media Program Plan / Strategy


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This is the proposed plan that I presented to the management of my company. The goal is to expand our existing blog program into a larger social media program that would oversee the activities of the business units. I am happy to share this with anyone who might find it useful. Please contact me with any questions.

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An Actual Social Media Program Plan / Strategy

  1. 1. Social Media Program / Strategy 2009 Goals and Planning Karen Snyder October 21, 2008 Twitter: karensnyd
  2. 2. Agenda <ul><li>Why is social media so important? </li></ul><ul><li>Key goals and tactics for our program </li></ul><ul><li>Obstacles faced; milestones in 2008 </li></ul><ul><li>Sample Corporate Blogs & success story: (Cisco) </li></ul><ul><li>Roadmap for 2009 </li></ul>
  3. 3. Forrester’s definition of the groundswell <ul><li>“ Corporate executives are dealing with a trend we call the groundswell…people using online tools to connect, take charge of their own experience and get what they need – information, support, ideas, products and bargaining power – from each other.” </li></ul><ul><li>“ The groundswell is broad, ever shifting, and ever growing. It encompasses blogs and wikis, podcasts and YouTube; consumers who rate products, write their own news, and find their own deals.” </li></ul><ul><li>“ It’s powerful. It’s unstoppable. It affects every industry – those that sell to consumers and those that sell to businesses – in media, retail, financial services, technology, and health care.” </li></ul>
  4. 4. The “traditional” model News and messaging were broadcast from the company Source: Voce Communications, 2008
  5. 5. When you add social media to the mix… Source: Voce Communications, 2008 Now all these people are talking to each other.
  6. 6. What do we do? It’s simple… Source: Voce Communications, 2008 Listen to what they are saying and engage them in a conversations.
  7. 7. Who is using social media?
  8. 8. Key Goals for the Social Media Program <ul><li>Influence online sentiment around the company and raise awareness around new product offerings </li></ul><ul><li>Discover “warm” sales leads and marketing opportunities </li></ul><ul><li>Integrate social media into product launches and corporate communications </li></ul><ul><li>Assist the social media efforts of the business units. </li></ul>
  9. 9. Obstacles that have slowed us down in the past: <ul><li>Legal fears about opening up blogging program </li></ul><ul><li>Need sponsorship at the executive level </li></ul><ul><li>Lack of technical resources </li></ul><ul><li>Lack of time, resources and incentive for bloggers </li></ul>
  10. 10. Tactics for achieving goals of social media program <ul><li>Influence online sentiment around the company and raise awareness around new product offerings </li></ul><ul><ul><li>Monitor and join the conversations around each industry </li></ul></ul><ul><ul><li>Establish thought leadership with employee / industry expert blogs </li></ul></ul><ul><ul><li>Aggregate content and amplify voices with a corporate “blog” </li></ul></ul><ul><li>Discover “warm” sales leads and marketing opportunities </li></ul><ul><ul><li>Monitor the blogosphere and report findings </li></ul></ul><ul><li>Integrate social media into product launches and communications. </li></ul><ul><ul><li>Provide training, education, and support to employees </li></ul></ul><ul><ul><li>Add value by researching influencers and opportunities for product marketing </li></ul></ul><ul><li>Regulate the social media activities of the business units </li></ul><ul><ul><li>Implement processes and corporate policies </li></ul></ul><ul><ul><li>Enable employees to become “brand evangelists” </li></ul></ul>
  11. 11. Key Metrics for Success in 2009 <ul><li>Launch and grow a Corporate Blog </li></ul><ul><li>Grow existing blog program, recruit new bloggers </li></ul><ul><li>Increase number of visitors and average time spent on blogs </li></ul><ul><li>Increase positive sentiment around the company. </li></ul>
  12. 12. The Corporate Blog lets us tell our story, in our own words <ul><li>Strengthens our point of view and influence as we aggregate and amplify individual bloggers’ voices </li></ul><ul><li>Fills an existing need for more blog content; also provides an outlet for &quot;guest bloggers&quot; who do not have time to run their own blog </li></ul><ul><li>Serves as a channel for rich content (videos and podcasts.)   </li></ul><ul><li>Increases exposure / raise awareness of products by guiding fragmented queries to one spot. </li></ul><ul><li>Aggregates all our content and conversations (podcasts, videos, press, blogs, whitepapers, datasheets). </li></ul>
  13. 13. Sample Corporate blog: Yahoo’s “Yodel Anecdotal” http://
  14. 14. Sample Corporate blog: E-Bay’s “ebay Ink” http:// /
  15. 15. Case Study: Cisco’s Corporate Blog helps drive new market entrance <ul><li>Background </li></ul><ul><li>Cisco started Interacting directly emerging online influencers - transferring trust and enthusiasm for Cisco relevance in the data center market. </li></ul><ul><li>The blogging strategy began with a major launch of a new product category for Cisco - focused exclusively on IT spend in the data center market </li></ul><ul><li>This was done in tight alignment with corporate communications, and Cisco's traditional nurturing of AR, PR and IR communities during the launch activities. </li></ul><ul><li>Metrics </li></ul><ul><li>Over $200K in cost avoidance for marketing FY08 GTM activity: </li></ul><ul><ul><li>Using consumer generate media (CGM) or Market Generated Media (MGM) to offset development of video assets or general collateral </li></ul></ul><ul><ul><li>Over 2,000 videos blogs (VLogs) syndicated live to YouTube and linked to Data Center blog from Cisco Customer Conference - unscripted, authentic, positive, genuine, fun, with significant “google juice.” </li></ul></ul><ul><li>Continuing the Conversation </li></ul><ul><li>Average of 90,000 RSS hits in Q4 FY08 </li></ul><ul><li>New! Cisco on Cisco Data Center TechMinute radio podcast syndication via data center blog. </li></ul>
  16. 16. Cisco’s Corporate Blogs Top-level Blog, Point of Entry Existing Blog
  17. 17. Breakdown of 2009 Costs <ul><li>Detailed Description of Activities: </li></ul><ul><li>Blog Monitoring : Expand monitoring to discover sales and marketing leads for products </li></ul><ul><li>Corporate Blog: Site design and development, content strategy and production, blogger outreach </li></ul><ul><li>Internal Training: Web seminars, brown bags, and speaker series to raise internal awareness around social media </li></ul><ul><li>Blogger Support / Content: Content strategy and development, blogger outreach </li></ul><ul><li>Product Marketing Support: Research key influencers and reach out to 8-10 per product, raise awareness of products. </li></ul>
  18. 18. Rick Clancy, CEO of Sony
  19. 19. Moving Forward: 2009 Roadmap <ul><li>Fix blog platform </li></ul><ul><li>Blog program training & relaunch </li></ul><ul><li>Kick off audit </li></ul><ul><li>Launch Corporate Blog </li></ul><ul><li>Grow Blog Program </li></ul><ul><li>Implement program policies </li></ul><ul><li>Quarterly audit </li></ul><ul><li>Grow Corporate Blog </li></ul><ul><li>Grow Blog Program </li></ul><ul><li>Quarterly audit </li></ul>Measure Success: Annual Audit <ul><li>Grow Corporate Blog </li></ul><ul><li>Grow Blog Program </li></ul><ul><li>Quarterly audit </li></ul>Q408 Q109 Q209 Q309 Q409
  20. 20. Building blocks to a Corporate social media strategy Social Media Monitoring and Reporting Training, Policies and Processes Market Research / Brand Benchmarking Internal Evangelism and Education
  21. 21. Contact me for more info! <ul><li>If you would like more information, or additional ROI stats, feel free to contact me! </li></ul><ul><li> </li></ul><ul><li>Twitter: karensnyd </li></ul>