4levelsofsocialmediapatrickdsouza 100206034519-phpapp02

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The biggest challenge people face with social media - is making sense of it. I've tried to by looking at hundreds of different examples of how people have used it and developed a framework that may help. It takes social media and breaks it down into 4 key ways people are using it. Take a look and let me know if you think it makes sense.

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4levelsofsocialmediapatrickdsouza 100206034519-phpapp02

  1. 1. The 4 levels of social media strategy Patrick D’souza , patrickau1@yahoo.com.au
  2. 2. Walmart has had a social media strategy in place since 2005 NY Times March 2006
  3. 3. This would hardly seem to be the case given what’s being published about the brand online
  4. 4. This would hardly seem to be the case given what’s being published about the brand online
  5. 5. This would hardly seem to be the case given what’s being published about the brand online
  6. 6. This would hardly seem to be the case given what’s being published about the brand online
  7. 7. Walmart is getting hammered in social media
  8. 8. Because it hasn’t yet figured out how to use it like so many other big companies
  9. 9. It’s understandable – the discipline has grown exponentially – and can be complicated
  10. 10. In 2009, I set out with a simple objective - to make sense of social media
  11. 11. What I discovered? There are 4 key levels at which companies are using social media Corporate Level Brand Level Product Level Service Level
  12. 12. Corporate Level Brand Level Product Level Service Level
  13. 13. Ford Motors: open, honest, transparent Corporate Level Brand Level Product Level Service Level
  14. 14. Scott Monty: Head of Social Media Ford “ we share with the public anything on our intranet that is not commercially sensitive.” April 2009 Corporate Level Brand Level Product Level Service Level
  15. 15. The company, an open book Corporate Level Brand Level Product Level Service Level
  16. 16. Ford.digitalsnippets.com You won’t win the war by writing about yourself. But by getting other people to do so. Corporate Level Brand Level Product Level Service Level
  17. 17. The results of openness, honesty, transparency Corporate Level Brand Level Product Level Service Level
  18. 18. Zappos: “selling corporate culture before shoes” Corporate Level Brand Level Product Level Service Level
  19. 19. No opportunity to communicate culture lost Corporate Level Brand Level Product Level Service Level
  20. 20. HR Policy – a management case study - designed to make people talk Corporate Level Brand Level Product Level Service Level
  21. 21. CEO fan following on Twitter: 1,673,423 Corporate Level Brand Level Product Level Service Level
  22. 22. Zappos - A clear strategy: get customers to connect the dots Corporate Level Brand Level Product Level Service Level
  23. 23. Social media at a corporate level: importance <ul><li>People today buy more than brands </li></ul><ul><li>They buy the culture and values they represent </li></ul><ul><li>Values inconsistent with norms will be rejected </li></ul><ul><li>Social media - a platform to communicate corporate values – </li></ul><ul><li>strengthen brand related ones </li></ul>Corporate Level Brand Level Product Level Service Level
  24. 24. Corporate Level Brand Level Product Level Service Level
  25. 25. The opportunity for social media at this level <ul><li>Vitalise/ re-vitalise brands – infuse fresh energy in them </li></ul><ul><li>Drive engagement </li></ul><ul><li>Understand sentiment and momentum </li></ul>
  26. 26. Does anyone know what happened to the Guinness Book of World Records?
  27. 27. Gillette uART: making shaving fun Corporate Level Brand Level Product Level Service Level
  28. 28. The Pope: using Facebook to understand momentum and sentiment Corporate Level Brand Level Product Level Service Level
  29. 29. 10 months after launch, Pope fans: 85,000. It is having no trouble finding out Corporate Level Brand Level Product Level Service Level Farmville Fans: 73,744,778
  30. 30. The Pope has also understood consumer sentiment towards the Church <ul><li>The response to the organisation’s stance on abortion </li></ul><ul><li>The use (or non use) of contraceptives – a policy which continues to drive sickness and poverty in many third world nations </li></ul>Corporate Level Brand Level Product Level Service Level
  31. 31. Sony Australia: connecting real worlds with virtual ones Corporate Level Brand Level Product Level Service Level
  32. 32. Corporate Level Brand Level Product Level Service Level
  33. 33. The opportunity for social media at this level <ul><li>Drive deeper awareness & knowledge of products – particularly their usage </li></ul><ul><li>Create new options in a collaborative manner </li></ul>
  34. 34. Volvo XC60 – you know the product now learn about how it was conceived Corporate Level Brand Level Product Level Service Level
  35. 35. FOXTEL Australia – a customer who knows is a customer who grows Corporate Level Brand Level Product Level Service Level
  36. 36. Google - beta keeps expectations low but involvement with brands high Corporate Level Brand Level Product Level Service Level Half of all Google products are in beta. http://royal.pingdom.com/2008/09/24/why-is-almost-half-of-google-in-beta/
  37. 37. Corporate Level Brand Level Product Level Service Level
  38. 38. 2007 – an angry 75 year old goes hammer and tongs at Comcast
  39. 39. Her act spawned a wave of support online
  40. 40. In 2008, director of digital care Frank Elliason decides to act
  41. 41. He takes 8 people and sets up Comcast Cares Corporate Level Brand Level Product Level Service Level
  42. 42. 2009 – signs that this focus on service using Twitter is starting to work Corporate Level Brand Level Product Level Service Level
  43. 43. ComCast isn’t the only company using social media as a service mechanism Corporate Level Brand Level Product Level Service Level
  44. 44. The 3 great things about Twitter as a service mechanism <ul><li>Its ability to humanise a brand </li></ul><ul><li>Its ability to ‘amplify’ service </li></ul><ul><li>It’s ability to force service standards to lift given the public (indiscreet) nature of comments </li></ul><ul><li>It’s ability to influence the culture of an organisation creating a powerful domino effect in the process </li></ul>
  45. 45. Ground we’ve covered so far Corporate Level Brand Level Product Level Service Level
  46. 46. What I was also asked to speak about – measuring and evaluating the effectiveness of social media strategy
  47. 47. Evaluation measures Strategic Tactical <ul><ul><li>Long term </li></ul></ul><ul><ul><li>Focus – change in perception </li></ul></ul><ul><ul><li>of brand/behaviour towards it over time </li></ul></ul><ul><ul><li>Walmart in this category of challenge </li></ul></ul><ul><ul><li>Short term </li></ul></ul><ul><ul><li>Campaign/issue based </li></ul></ul><ul><ul><li>Company retrenchments, </li></ul></ul><ul><ul><li>Notes issue banks </li></ul></ul>
  48. 48. Many social media monitoring tools provide necessary data <ul><li>Brandtology </li></ul><ul><li>Radian6 </li></ul><ul><li>Nielsen Buzzmetrics </li></ul><ul><li>Others </li></ul>
  49. 49. The problem with social media monitoring <ul><li>It’s over riding focus so far has been on the tool </li></ul><ul><li>The fancy dashboards and options it gives marketers </li></ul>
  50. 50. It’s not the tool, it’s what you do with it that counts
  51. 51. And what you should do is develop solutions that are holistic, with a focus that’s both internal and external Internal External HR Billings/finance Design Production Sales Marketing Customer Service Blogs Microblogs Forums Social networking sites Messenger services
  52. 52. Some reasons why <ul><li>Vista’s issues – product related </li></ul><ul><li>Presence on Facebook or Twitter serves no purpose </li></ul><ul><li>The product design team not the social media agency will provide the solution </li></ul>
  53. 53. Some reasons why <ul><li>Walmart has focused on social media strategy </li></ul><ul><li>It should have focused on the real issues facing its business – low wages, poor work environment, negative community impact </li></ul><ul><li>Unless Walmart addresses these issues the impact of its social media strategy will be nought </li></ul>
  54. 54. Some reasons why <ul><li>Dave Carroll had a hig when he wrote a song about United Airlines called ‘United breaks guitars’ </li></ul><ul><li>The companies issues – staff empowerment (or the lack of), business process – the decision to outsource – not a social media approach </li></ul>
  55. 55. The learning: focus on the Internal and External Internal External HR Billings/finance Design Production Sales Marketing Customer Service Blogs Microblogs Forums Social networking sites Messenger services
  56. 56. Today’s presentation – the key points <ul><li>Social media strategy can be developed at 4 key levels: Corporate, Brand, Product and Service </li></ul>2. The strategy can operate at either one or all levels – depending on your brand’s situation 3. Monitoring effectiveness is important – however don’t be too caught with fancy dashboards and tools – they can distract 4. Keep the focus as much internal as external to achieve success
  57. 57. Thank you

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