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.

1. The 4 levels of social media strategy Patrick D’souza , patrickau1@yahoo.com.au

2. Walmart has had a social media strategy in place since 2005 NY Times March 2006

3. This would hardly seem to be the case given what’s being published about the brand online

4. This would hardly seem to be the case given what’s being published about the brand online

5. This would hardly seem to be the case given what’s being published about the brand online

6. This would hardly seem to be the case given what’s being published about the brand online

7. Walmart is getting hammered in social media

8. Because it hasn’t yet figured out how to use it like so many other big companies

9. It’s understandable – the discipline has grown exponentially – and can be complicated

10. In 2009, I set out with a simple objective - to make sense of social media

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. Corporate Level Brand Level Product Level Service Level

13. Ford Motors: open, honest, transparent Corporate Level Brand Level Product Level Service Level

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. The company, an open book Corporate Level Brand Level Product Level Service Level

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. The results of openness, honesty, transparency Corporate Level Brand Level Product Level Service Level

18. Zappos: “selling corporate culture before shoes” Corporate Level Brand Level Product Level Service Level

19. No opportunity to communicate culture lost Corporate Level Brand Level Product Level Service Level

20. HR Policy – a management case study - designed to make people talk Corporate Level Brand Level Product Level Service Level

21. CEO fan following on Twitter: 1,673,423 Corporate Level Brand Level Product Level Service Level

22. Zappos - A clear strategy: get customers to connect the dots Corporate Level Brand Level Product Level Service Level

24. Corporate Level Brand Level Product Level Service Level

26. Does anyone know what happened to the Guinness Book of World Records?

27. Gillette uART: making shaving fun Corporate Level Brand Level Product Level Service Level

28. The Pope: using Facebook to understand momentum and sentiment Corporate Level Brand Level Product Level Service Level

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

31. Sony Australia: connecting real worlds with virtual ones Corporate Level Brand Level Product Level Service Level

32. Corporate Level Brand Level Product Level Service Level

34. Volvo XC60 – you know the product now learn about how it was conceived Corporate Level Brand Level Product Level Service Level

35. FOXTEL Australia – a customer who knows is a customer who grows Corporate Level Brand Level Product Level Service Level

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. Corporate Level Brand Level Product Level Service Level

38. 2007 – an angry 75 year old goes hammer and tongs at Comcast

39. Her act spawned a wave of support online

40. In 2008, director of digital care Frank Elliason decides to act

41. He takes 8 people and sets up Comcast Cares Corporate Level Brand Level Product Level Service Level

42. 2009 – signs that this focus on service using Twitter is starting to work Corporate Level Brand Level Product Level Service Level

43. ComCast isn’t the only company using social media as a service mechanism Corporate Level Brand Level Product Level Service Level

45. Ground we’ve covered so far Corporate Level Brand Level Product Level Service Level

46. What I was also asked to speak about – measuring and evaluating the effectiveness of social media strategy

50. It’s not the tool, it’s what you do with it that counts

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

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

57. Thank you