1. Leveraging the Internet and Social Media: A Strategic ApproachFergal Colemanwww.buaconsulting.com/social_mediaTwitter @buaconsultinghttp://www.linkedin.com/in/fergalcolemanfacebook.com @buaconsulting

2. Over the last one to two months, raise your hand if you, either professionally or personally, have ……? 3% 3% 20% 80% 100% www.buaconsulting.com/social_media

3. www.buaconsulting.com/social_media

4. Outline Introduction to Social Media. It’s here to stay – internal and external. Provide an approach. Facilitate discussion. Provide some examples. www.buaconsulting.com/social_media

5. www.buaconsulting.com/social_media

6. www.buaconsulting.com/social_media

7. technology is the conduit And it differs from Traditional Media Social media is based on the integrations/conversations between different people online and for brands to become part of this they need to move from a monologue to a dialogue www.buaconsulting.com/social_media

8. Social Media Landscape www.buaconsulting.com/social_media

9. It’s not just Facebook & Twitter www.buaconsulting.com/social_media

10. Think about what people do People Creating – Blogs, (blogosphere) user generated content, Podcasts, Youtube, Slideshare.net, Docstoc. People Connecting – Facebook, Linkedin, Twitter, Myspace, Bebo, Orkut, hi5, Secondlife, Foursquare. People Collaborating – Wikis (wikipedia), Intelpedia(internal use), Bearing Point (Mike2.0), Salesforcechatter, Centraldesktop, Sharepoint. People Reacting – Forums, discussion boards, ratings, reviews. People Organising – tags, Digg, De.licio.us. Accelerating Consumption – RSS, Widgets. Forrester www.buaconsulting.com/social_media

11. Social Media and Your Business Don’t start with technology Start with your Sustainable Competitive Advantage (SCA)? What is yours? www.buaconsulting.com/social_media

12. The POST Approach People Objectives Strategy Technology Forrester www.buaconsulting.com/social_media

13. People What groups do you want to engage with? Customer segments? Partners? Staff? Discuss and list www.buaconsulting.com/social_media

14. Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Creators Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Critics Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Collectors Maintain profile on a social networking site Visit social networking sites Joiners Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews Spectators None of the above Inactives The Social Technographics™ Ladder Taken together, these groups make up the ecosystem that forms the groundswell. By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers. Groups include people participating in at least one of the activities monthly. www.buaconsulting.com/social_media

15. www.buaconsulting.com/social_media

16. www.buaconsulting.com/social_media

18. www.buaconsulting.com/social_media

19. Where are your groups on the social technographics ladder? www.buaconsulting.com/social_media

20. Objectives 1. Listening – Use social media to better research customers and markets. 2. Talking – Use social media to spread messages about your company. 3. Energising– get your most enthusiastic customers to become advocates , using social media to increase word of mouth. 4. Supporting– Support customers or help your customers support each other. 5. Embracing– Integrate your customers into the way your business works (e.g. Lego). www.buaconsulting.com/social_media

21. Strategy and Technology Strategies are unique to each organisation. Understand your People and your Objectives. Use the Mindshop tools to develop your Strategies. Choose the social media Tools that best suit your Strategy. www.buaconsulting.com/social_media

22. Examples Good Social Media ExamplesTourism Queensland: The Best Job in The WorldFlowerdale - Rebuilding a Communitywww.twitter.com/telstrawww.twitter.com/harveynormanauwww.fixmystreet.com.ukhttp://www.billabong.com.au/blogCase Study: http://larasolomon.wordpress.com/2010/01/25/mocks-fan-page-case-study/ or view Facebook pageBMW YouTube ChannelB2B Examples:Techcrunch: Intervew with Cisco, Virgin America, Comcast Social Media LeadersApprova.net: I love a Good Audit (Making Auditing Fun!) and Happy Birthday To Sarbannes-Oxley VideoBearingPoint: Mike2.0CWS "Say No Dirt" VideoThe Dramatic Chipmonk - just to show YouTube can cheer us up every so often www.buaconsulting.com/social_media

23. Bursten-Marsteller Survey The majority of the companies surveyed are failing to take an integrated or strategic view of social media. Australia’s leading brands are neglecting the opportunity to engage with stakeholders via Facebook, the most widely used social network in Australia. Corporate blogs are yet to gain traction in Australia. Corporate Australia lags the US and UK in this regard. Brand value does not necessarily denote best practice in social media, despite research linking customer engagement via social media and corporate financial performance. www.buaconsulting.com/social_media

24. Conclusion Social Media - the evolution of the web. It’s social not technological. It’s about two way communication it’s a conversation. Use the POST approach. Don’t Fear it, embrace it! www.buaconsulting.com/social_media