26. How does social media relate to other strategies Web Strategy Having a solid website is the foundation, it should be the baseline where customers get their news about the company and products Internet Marketing Strategy This is how the company reach out with traditional affiliate networks, advertising on other sites, pay per click, search ad, and press and media relations online Social Media Strategy Leveraging relationships and networks. The power of networks , raw and open feedback, existing social Networks tools that people use
40. … a brand new way of understanding markets, not just another messaging channel.
41. Contact details Michiel Holsheimer Present Media [email_address] +31 6 51117612 My social live ;-) http://twitter.com/chielos http://www.youtube.com/user/Chielos71 http://www.flickr.com/photos/chielos/ http://www.linkedin.com/in/michielholsheimer http://www.last.fm/user/chiel71 http://www.slideshare.net/chielos http://www.myspace.com/chielos www.poilog.nl www.ixxu.nl Thank you!
Editor's Notes
Let’s do a quick round to see what you all know and are involved with But what does this has to do with my business. My customers are 45+ and do not use these modern things Be aware of Generation Y...they are coming!!! With their iPods, gameconsoles and chat talk
Generation Y, sometimes referred to as "Millennials" or "Echo Boomers", is a cohort of individuals born in possible starting years ranging anywhere from 1976 to 1982 to possible ending years anywhere from 1990 to 2001 , that grew up in the 1990s and 2000s
LinkedIn – Relationships/ reputation Facebook – Relationship - Flickr, people can be contacts, friends of family Reputation - who's a good citizen? who can be trusted? Sharing - like photos or videos
To help companies target their Internet strategies, Li and Bernoff have organized Forrester research into a "social technology ladder," which classifies consumers based on their participation in various types of social networking. At the lowest rung of the ladder are the "inactives," some 44% of all U.S. American adults who were online in 2007. Higher up are the "joiners," the 25% who visit social networking sites like MySpace; collectors, an elite 15% who collect and aggregate information; and critics, those who post ratings and reviews as well as contribute to blogs and forums. Only 18% of all online Americans actually create content, publishing an article or a blog at least once a month, maintaining a web page or uploading content to sites like YouTube. The power of such a classification lies in giving organizations a clear understanding of how consumers are behaving online, said Li. "Any successful strategy to tap into the groundswell has to begin with assessing customers' social activities. Then you can decide what you want to accomplish, plan for how your relationship with your customers will change, and finally decide what social technology to use." Li is currently investigating why people move up and down this ladder of social technologies, and what are the levers companies can use to encourage consumers to act. It is critical for organizations to hone their understanding of groundswell activities, said Li, because "in five to 10 years, social networks will be everywhere."
Gain insight into a community of interest -You can run all the customer surveys you want, but some of the most interesting and progressive market research can be found within the social communities where your customers interact, share information and make recommendations. Tapping into the streams of dialog is a great start to engagement and social participation with your brand. Build brand visibility and authority - You’ve heard it before, “Conversations are happening online about your brand, with or without you.” You might as well participate and do so in a way that pays close attention to the interests and needs of your customers - providing them with information and interactions that further support your brand. Influence and promotion of products/services - Providing information to educate customers about your products in the formats and media types they prefer can go a long way towards building the kind of buzz that results in new business. By promotion, I mean advertising on social media sites. Link building for traffic and SEO - Creating linkbait and promoting it to social media news and bookmarking sites can attract a slew of links from bloggers that read them. However, sustaining high levels of promotion to the same site or with the same user accounts will quickly be outed as social media spam. Creating value for the community is not the only rule, creating value and behaving according to formal and unwritten rules is what sustains social media sourced link building. Drive traffic for ad revenue models - Becoming a power user of several social communities involves consistently contributing quality content, rewarding those who vote positively on that content as well as growing a large base followers. That base of like-minded connections can serve as an effective distribution channel for unique and interesting content which drives traffic to ad supported blogs that host the content. The linkbait suggestion above not only attracts links, but also attracts traffic. However, many ad supported sites report that traffic from social media sites is notorious for not clicking on ads. It’s the bloggers that write about linkbait content first viewed on social media sites that drive the kind of traffic which results in ad clickthroughs.
Mini USA, the American branch of BMW's Mini Cooper line, tracks everything being said about its brand everywhere on line -- in blogs, discussion groups, forums, MySpace pages and much more -- then uses what it learns to guide advertising campaigns.
At Hewlett-Packard, 50 executives log into their individual blogs each morning to join the ongoing online conversation about each of their product lines, immediately responding to customer problems and concerns.
Ernst & Young recruits many of the 3,500 college graduates it hires every year using a career group on Facebook, where it not only posts job information but also answers individual questions from prospective employees. And Del Monte Pet Foods uses a private online community to regularly "chat" with 400 pet lovers whose opinions help shape new products.
Social media can be an incredible tool for your business, providing you with more customer insight, direct communication channels and the ability to measure the effectiveness of these conversations very closely. But as the proliferation of social media platforms grow, participating can turn into little more than a giant time suck without some sort of structure behind it. With that in mind, i’ve put together a 5 step plan for kickstarting your company’s social media participation:
Social media is a term we use to to discuss the tools that facilitate conversations. Before your company can be a part of those conversations, you need to know what people are already talking about so you can determine how you can best contribute. Setting up some tools to monitor conversations is easy. The difficult part is choosing the keywords that will return the most usable results. Here are some tools to get you started: Social Media Firehose : Kingsley Joseph used Yahoo Pipes to create one RSS feed that aggregates results from Flickr, Digg, YouTube, FriendFeed and other social media sites. Latest Blog Mentions Pipe : This is another Yahoo Pipe that will aggregate brand references across several major blog search engines, including Technorati, Icerocket and Google Blog Search. Alltop : This website aggregates the top posts from the top blogs around the world. Because it divides the blogs into categories by topic, it’s also a great place to begin building your list of relevant blogs to read. Be as specific as possible so that your searches return fewer results more relevant to your brand. This will take some time, but once you’ve discovered which keywords yield the results you’re looking for, you will discover a host of blogs, twitter profiles and videos relevant to your industry. We’ll use those results in step two below as we develop an internal social media strategy.
Social media platforms help facilitate conversations between individuals, not companies. Once you have a sense of what people are talking about, it’s time to identify the appropriate people inside your organization to participate. Find the People People want to have conversations with company representatives who are experts in their area, who are passionate about their work and who are empowered to act on the feedback they receive from the community. If you want to focus on the marketing vertical, then look to your marketing team. The same is true if you want to participate in social media platforms devoted to product development, engineering or package design. Part of this process should be to provide the proper training for these employees on social media participation. Set Rules of Engagement Make sure your company has a social media policy in place that offers guidelines to your employees on the appropriate way to engage in online conversations. Microsoft’s Channel 9 Doctrine is a good place to start. Define Your Strategy Social media is comprised of many different platforms. Rather than trying to participate in all of them, begin with one or two that seem to make the most sense. Having an engagement strategy will help to determine how much time employees will devote to social media communications, what will be the focus areas for engagement and of course, it will help to measure success. Forrester analyst Jeremiah Owyang posted a list of social media strategies from enterprise corporations that’s worth a look.
This is the fun part! Start leaving comments on blogs, uploading images to Flickr, building a community on Twitter or FriendFeed or whatever else that strategy entails that helps further the discussion and illustrates your company’s commitment to developing these online relationships. It might also be useful for employees to create a social media editorial calendar so that it’s easier to structure time to participate. You never know what might happen, as this example from Blendtec illustrates.
As stated in step one, social media is simply a group of tools that help facilitate conversations, but there’s really no replacement for face-to-face interaction. Use trade shows and other events as opportunities to build even stronger relationships with the members of your online community. This could be in the form of an exclusive session, an informal breakfast or even a group picture on the event floor.
Unlike other campaigns, measuring social media success begins by asking more questions: – Did we learn something about our customers that we didn’t know before? – Did our customers learn something about us? – Were we able to engage our customers in new conversations? – Do our employees have an effective new tool for external feedback and reputation management? We also recommend using a tool like Trendpedia -a blog search engine that allows you to both track and graph topics as well as compare terms- to help benchmark your company against your competitors by running the exact same search and parameters before and after your engagement begins.
The potential payoff for corporate social media participation is enormous. These companies will have a better sense of how they are perceived by their target audiences, they will establish a two way dialog with key stakeholders and they will empower their customers to speak with them, not at them. But without a strategic approach to social media, it’s difficult to succeed.
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