1. The document discusses myths and facts regarding social media and social networking, arguing that it is not just for youth and can be embraced even without dedicated resources. 2. Key points made include that the audience for social media is wider than imagined, it enables active sharing versus just information distribution, and viral effects can make organizations more resourceful. 3. The document provides tips for developing a social media strategy focused on strengthening trusted connections, participation, and sustainability through simplicity and adherence to the 20/80 rule.

1. Social Media Strategy
Calvin Yu @ GNCI / 2010.08.25

2. Social Media is a fad?

3. Or a fundamental shift in the way we communicate?

4. Changing Landscape

5. Changing Landscape
• content delivery
• new possibilities
• mode of communication
• interaction
• speed

6. Changing Landscape
• triggering point
• product life cycle
• expectation

7. Puzzled?

8. Social Networking?

9. Myths of Social Networking

10. Myth #1
It is for the Youth only!

11. Fact #1
• During the past 5 years
• ^ 55%
seniors actively using the
Internet ^ 55%
• ^ 11%
time spent online by the seniors
^ 11%
• During the past 2 years
• ^ 53%
social networking seniors ^ 53%
Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/

12. Fact #1
• Facebook
•
Growing in all age/gender
demographic
• 55
Fastest growing segment:
Women over 55
• 45% 26
45% users > 26 years
Source: http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/

13. Tip #1
The audience spectrum is much
wider than what you can imagine!

14. Myth #2
We have website already!

15. Fact #2
• Web 1.0 vs. Web 2.0
•
Website: passive information
distribution
•
Social Networking: active
information sharing and interaction
through trusted connections
•
Speed of distribution

16. Tip #2
Be open-minded and embrace
new possibilities!

17. Myth #3
We have no resources!

18. Fact #3
•
That is exactly why you need Social
Networking!
•
Trusted connections are your assets
•
Viral effect
•
Explore the hidden potentials of
your work

19. Tip #3
With Social Networking
platforms, you become much
more resourceful than you used
to be!

20. Myth #4
We have no IT people!

21. Fact #4
•
Social Networking is designed for
everyone!
•
They have already done the
technical hard work for you!
• !
You know better about your
organization’s vision than any IT
experts!

22. Tip #4
You need relevant Social
Networking strategy rather than
competent IT people!

23. Myth #5
How to pick the right ones?

24. Fact #5
•
Social Networking is no different
from what your organization have
been doing for years!
•
You know the target audience > Go
find them!

25. Tip #5
The choice is a strategic one
rather than a technical one!

26. Myth #6
Just put everything on it!

27. Fact #6
•
Highly competitive in attention
seeking
•
What to share and how to share
•
Editorial Principles: Concise,
Graphical, Shareable

28. Tip #6
Customize and Differentiate!

29. Myth #7
There will be negative posts!

30. Fact #7
•
Then you had better hurry up!
•
Negative posts will appear
somewhere ultimately
•
They had better appear in your
space so that you can respond
• Let them speak

31. Tip #7
Social networking gives you more
opportunities to tell your side of
story!

32. Characteristics of
Social Networking

33. Connections of Connections

34. Trusted Connections

35. Participation

36. Social Media Strategy

37. Social Media Strategy
•
Solidify, deepen and extend Trusted
Connections

38. Focused

39. Coherent

40. Sustainable

41. Sustainable
• Doable
• 20/80 20/80 Rule
• Simple
• “Simplicity is the ultimate
sophistication.” ~ Da Vinci
• Economical
• Total Cost

42. In search of excellence for HIM