UWO Social Media Strategy


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In November I delivered this talk to business students at The University of Western Ontario. We discussed Social Media Strategy and the evolving forms of social media in marketing, advertising and public relations.

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UWO Social Media Strategy

  1. 1. Social Media Strategy November 16, 2010
  2. 2. @liisamarjatta <ul><li>Liisa Sheldrick </li></ul><ul><li>PR 2.0: Multidisciplinary communications professional with experience in both corporate and agency settings. Thrives in creative, strategic and intellectually challenging situations. Appetite for all things media, entertainment, cultural, social and political. </li></ul><ul><li>PR, Communications and Marketing: national media relations, corporate communications, employee communications, investor relations, event management, marketing communications, branding and copywriting for traditional media, web SEO and social media. </li></ul>
  3. 3. Where you can find me, online.
  4. 5. Who is Using Social Media? How do they use Social Media?
  5. 6. <ul><li>My Social Media </li></ul><ul><li>Top 10 </li></ul>
  6. 7. Understanding Social Media <ul><li>Consumer Evangelism: Citizen Marketers Ben McConnell and Jackie Huba </li></ul><ul><li>Spreading Ideas: Idea Virus </li></ul><ul><li>Seth Godin </li></ul><ul><li>Iterative Approach: Here Comes Everybody </li></ul><ul><li>Clay Shirky </li></ul><ul><li>Social Capital: Whuffie Factor </li></ul><ul><li>Tara Hunt </li></ul>
  7. 8. The Social Consumer
  8. 9. Big Brands are using Social Media
  9. 10. Ikea <ul><li>2009 Photo Tagging Contest </li></ul><ul><li>Custom Social Network: IkeaFans </li></ul><ul><li>YouTube Channel </li></ul><ul><li>Online tools, virtual planners, interactive catalogue, and Live Support Chat </li></ul>
  10. 11. Starbucks <ul><li>1 of top 10 most followed brands on Facebook </li></ul><ul><li>Custom Social Network: My Starbucks Idea </li></ul><ul><li>Foursquare badges and mayor discounts </li></ul><ul><li>Facebook App to Reload Your Friends’ Starbucks Card </li></ul>
  11. 12. The Gap <ul><li>Fake Twitter Account </li></ul><ul><li>Logo Generator </li></ul><ul><li>YouTube Channel </li></ul><ul><li>Massive Media Coverage </li></ul><ul><li>Confused Corporate Response </li></ul>
  12. 13. Measurement and Web Analytics
  13. 16. Measurement and Web Analytics
  14. 17. A Communications Plan with Social Media Tactics A goal without a plan is just a wish. Antoine de Saint-Exupery
  15. 18. Social Media Strategy <ul><li>Research, Benchmark, Brainstorm, Audience Definition, Goals, Objectives, Timeline, Key Messages, Expected and Desired Outcomes </li></ul><ul><li>Content, Collaboration, Connections, Communicate, Community. But most of all Content. </li></ul><ul><li>Measurement – Online Community into Participation IRL (In Real Life): Influence and Engagement </li></ul>
  16. 20. The Social Technographics ™ ladder from Forrester Research Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
  17. 21. Achieving social media success depends on aligning business objectives with audience from Forrester Research B2B Social Objectives Functional Alignment Success metrics LISTENING Research <ul><li>Customer insight </li></ul><ul><li>Improved segmentation </li></ul><ul><li>Reduced pain; alignment of offering with need </li></ul>TALKING Marketing, education <ul><li>Changes in reach, impressions, brand awareness </li></ul><ul><li>Increased share of voice </li></ul><ul><li>Higher quality of responses to offers </li></ul>ENERGIZING Sales <ul><li>Increased velocity of messages in market </li></ul><ul><li>Increased recommendation, promotion, advocacy </li></ul><ul><li>Higher trust, brand trust perception </li></ul>SPREADING Professional services <ul><li>Faster deployments at new customers </li></ul><ul><li>Existing customers create new business capacity </li></ul>SUPPORTING Customer service, technical support <ul><li>Reduced support costs </li></ul><ul><li>Higher customer satisfaction </li></ul><ul><li>Less churn </li></ul>EMBRACING Development, Product Marketing <ul><li>Deliver products faster to market </li></ul><ul><li>Increased loyalty, increased advocacy </li></ul>
  18. 22. Measurement and Web Analytics There are many free tools available online for tracking and measuring your brand, your organization, and your content, online: · http://www.collecta.com · http://www.quarkbase.com · http://addictomatic.com · http://www.whostalkin.com · http://www.samepoint.com · http://blogpulse.com · http://answers.yahoo.com · http://tweetbeep.com · http://www.google.com/alerts · http://bit.ly · https://ping.fm/login · http://labs.digg.com/swarm/?popular · http://newsmap.jp · http://trend.icerocket.com
  19. 24. Social Media Strategy Thanks! Liisa Sheldrick (@liisamarjatta)