CU Tomorrow: Session#2 Handout - Develop your Social Media Strategy

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Presentation outlining why social media is about people and the technology is secondary. You'll gain insight by monitoring what your audience is saying online, and how to create a social media action plan.

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CU Tomorrow: Session#2 Handout - Develop your Social Media Strategy

  1. 1. HI, I’M BRENT DIXON YOUNG ADULT ADVISOR WITH FILENE ONLINE STRATEGY NERD WITH REAL SOLUTIONS FOUNDER OF THE HABERDASHERY
  2. 2. (let’s recap.)
  3. 3. SOCIAL MEDIA IS
  4. 4. DON’T LOOK AT PEOPLE LIKE THIS:
  5. 5. INTERACTIONS ARE GLOBALIZED
  6. 6. TAKEAWAY: YOUR MEMBERS HAVE PARTICIPATORY ACCESS TO MORE CULTURES, EVENTS, AND IDEAS THAN EVER BEFORE.
  7. 7. TAKEAWAY: “CITIZENS” HAVE MORE CONTROL OVER THE MESSAGE THAN EVER.
  8. 8. NOW IS NOW / NOW IS FOREVER
  9. 9. TAKEAWAY: YOU CAN LISTEN TO YOUR MEMBERS IN REALTIME, AND INTERACT WITH THEM IN REALTIME. THIS IS INCREASINGLY BECOMING THE EXPECTATION.
  10. 10. TAKEAWAY: EVERYTHING YOU AND YOUR MEMBERS DO ONLINE (THE GOOD AND THE BAD)... LASTS FOREVER.
  11. 11. PRODUCTION IS DEMOCRATIZED
  12. 12. “AS RECENTLY AS THE LAST DECADE, MOST OF THE MEDIA AVAILABLE FOR PUBLIC CONSUMPTION WAS MADE BY PROFESSIONALS.” -CLAY SHIRKY AT TED 2009 “...THOSE DAYS ARE OVER.”
  13. 13. TAKEAWAY: PRODUCTION & DISTRIBUTION COSTS ARE LESS BUT...
  14. 14. ORIGINALITY & CREATIVITY IS THE NEW CURRENCY
  15. 15. IDEAS ARE REMIXED
  16. 16. TAKEAWAY: ARE YOU ENCOURAGING REMIXES, AND MEMBER-DRIVEN CREATIVITY? WHAT ABOUT CUSTOMIZATION OF MARKETING OR PRODUCTS?
  17. 17. FRIENDSHIP IS REDEFINED
  18. 18. TAKEAWAY: MEMBERS ARE MANAGING MANY DIFFERENT TYPES OF RELATIONSHIPS. WHEN YOU “FRIEND” SOMEONE, KNOW WHERE YOU EACH FALL IN THE SPECTRUM. MEASURE THE ACTIONS THE CREATE VALUE, NOT JUST THOSE THAT ARE EASY TO MEASURE.
  19. 19. LOCATION IS BOTH KEY AND IRRELEVANT
  20. 20. (key)
  21. 21. CHECKING IN WITH FOURSQUARE Get a timeline of your friends’ check-ins to see what they’re doing Foursquare will alert you if you’re near one of your friends is somewhere nearby
  22. 22. (irrelevant) 1) Users take a picture by pressing the button on the left 2) Verify that the image is readable 3) Upload with the button on the right. 4) WV United uses the your mobile phone number to apply it to the correct account.
  23. 23. ATTENTION IS FLEETING
  24. 24. MOVEMENT IS PERPETUAL
  25. 25. INSTEAD OF “KEEPING UP,” BUILD SYSTEMS FOR COORDINATION.
  26. 26. TO MANAGE COOPERATIVE SYSTEMS COORDINATION IS THE NEW PLANNING
  27. 27. SOCIAL NETWORKS ARE COMPLEX ADAPTIVE SYSTEMS
  28. 28. COMPLEX MANY COGS MOVING AT ONCE.
  29. 29. ADAPTIVE REACTS TO CIRCUMSTANCES OVER TIME.
  30. 30. SYSTEM THERE’S METHOD & PATTERNS TO THE BEHAVIOR.
  31. 31. YOU CAN’T PLAN BEHAVIOR, YOU COORDINATE IT.
  32. 32. SOCIAL MEDIA STRATEGY IS COORDINATING PEOPLE TO SOLVE A PROBLEM.
  33. 33. OLD & BUSTED
  34. 34. ONE WAY COMMUNICATION.
  35. 35. CONTROLLING THE MESSAGE.
  36. 36. HUNTING & STALKING YOUR MARKET.
  37. 37. FOCUS ON AVERAGE CONSUMER.
  38. 38. NEW HOTNESS
  39. 39. COMMUNITY-DRIVEN.
  40. 40. HANDING OVER THE MESSAGE
  41. 41. ENABLING YOUR MARKET.
  42. 42. NICHED AUDIENCES
  43. 43. TECHNOLOGY ISN’T THE POINT.
  44. 44. OMG, is the new ?!
  45. 45. ...A DISTRACTION FROM STRATEGIC THINKING.
  46. 46. THE NOTEBOOK DOESN’T MAKE THE WRITER.
  47. 47. THE MIC DOESN’T MAKE THE SINGER.
  48. 48. THE CLUBS DON’T MAKE THE PLAYER.
  49. 49. PEOPLE ARE THE POINT.
  50. 50. QUESTION #1) WHO DO YOU WANT TO REACH?
  51. 51. Fiskers
  52. 52. QUESTION #2) WHAT DO YOU WANT TO ACCOMPLISH?
  53. 53. “...TO CLOSE THE FEEDBACK LOOP & IMPROVE OUR PRODUCTS.”
  54. 54. “...TO CREATE POSITIVE CHANGE IN THE COMMUNITY.”
  55. 55. “...TO BUILD AWARENESS AROUND A NEW PRODUCT.”
  56. 56. QUESTION #3) HOW CAN YOU COORDINATE [#1] TO ACHIEVE [#2]?
  57. 57. “WE WANT TO CLOSE THE FEEDBACK LOOP & IMPROVE OUR PRODUCTS.”
  58. 58. “...TO CREATE POSITIVE CHANGE IN THE COMMUNITY.”
  59. 59. “...TO BUILD AWARENESS AROUND A NEW PRODUCT.”
  60. 60. “...TO BUILD AWARENESS AROUND A NEW PRODUCT.”
  61. 61. QUESTION #4) HOW WILL YOU MEASURE THE RESULTS?
  62. 62. MEASURE: ACCOUNT OPENINGS, BRAND MENTIONS, AWARENESS, MEMBER INSIGHTS, COMMUNITY IMPACT, DOLLARS BROUGHT IN, DOLLARS SAVED, PUBLIC SENTIMENT, FINANCIAL LITERACY, MEMBERS USING THE TOOLS, TIME SPENT ON CONTENT, AND SO ON AND SO ON...
  63. 63. “got hats?” • 1 blog post • 3 volunteers • 4,000 items donated to local shelters •50% in registered users •10x traffic increase • Massive press exposure (“Bloggers collect for homeless”)
  64. 64. 6.5 million YouTube views 50,000 requests for information about the car (mostly non- Ford people) SOLD 10,000 UNITS in the first six days of sales. Cost a small fraction of the typical national TV campaign.
  65. 65. SM2
  66. 66. RADIAN 6
  67. 67. THOUGHTS FOR THE ROAD.
  68. 68. INTEGRATE WITH YOUR TRADITIONAL MARKETING
  69. 69. SOMEONE HAS TO OWN IT.
  70. 70. BUILD TO LEARN.
  71. 71. MAKE LEARN
  72. 72. HUMAN INTERACTION IS THE MEAL.
  73. 73. SOCIAL MEDIA IS THE SUPPLEMENT.
  74. 74. NEXT UP: TOOLS
  75. 75. THANKS! :) EMAIL ME: brentd@filene.org CALL ME: (214) 736-4505 TWEET ME: WWW.TWITTER.COM/ITSJUSTBRENT LET’S KEEP THE CONVERSATION GOING

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