The Social Media Shift: Audience Strategy and Channel Selection
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30 minute Tech Talk presented at 2012 Rotary Club District Conference. B2B Social Media focus. Presented by Billy Cripe (@billycripe) of BloomThink. Contact us at http://facebook.com/bloomthink for your social media strategy. see each slide note for speaking points
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The Social Media Shift: Audience Strategy and Channel Selection
- 1. The Social Media Shift BloomThink | Billy Cripe 1
- 2. AGENDA • Social Business vs Social Media • The Millennial Shift • Audience Strategy • Channel Strategy • Social Strategy 2
- 3. Global Social Media Adoption Fall 2011
- 4. Industry Loves Social Business… 4
- 5. …But Still Has A Long Way To Go Percent Of B2B Organizations Who Are Fully Leveraging Social Media % 5
- 6. Having Access To An Espresso Machine Doesn’t Make You A Barista Having Social Media At Work Doesn’t Make You A Social Business 6
- 7. AGENDA • Social Business vs Social Media • The Millennial Shift • Audience Strategy • Channel Strategy • Social Strategy 7
- 8. The Millennials • Largest Generation in US History • 78 million strong • Value Form over Function • They are exerting force 8
- 9. Look Before You Leap • Hope & An Intern Is Not A Strategy • Consistency, Content & Creativity • It Doesn’t Matter Who’s Pushing Faster & easier with wider reach means you can fall farther & hit harder 9
- 10. AGENDA • Social Business vs Social Media • The Millennial Shift • Audience Strategy • Channel Strategy • Social Strategy 10
- 11. Audience Strategy: 3 User Types Seekers •aka: “Urgent Now” •Immediate Facts •How do I…?
- 12. Audience Strategy: 3 User Types Gamers •aka “Bored Now” •What’s interesting? •Invite Action
- 13. Audience Strategy: 3 User Types Status Checkers •aka “Repetitive Now” •What’s changed? •At a Glance.
- 14. AGENDA • Social Business vs Social Media • The Millennial Shift • Audience Strategy • Channel Strategy • Social Strategy 14
- 15. You Are Already Doing It (just not well) • Use Box.net, Dropbox, Slideshare, ECM? • Communicate with internal/external teammates via SCRM, FB, LI, Blog? • Check work email from your smartphone while away? 15
- 16. Facebook • Pictures! • Contests • Listening • Local • Events •Awareness • Apology • Just In Time • Aspirations • Specials • Connecting • Mobile 16
- 17. Twitter • Trends • Commentary • Real Time • Engage • Repetition •Awareness • Listening • Influence • News • Alerts • Footprint • Endorse 17
- 18. LinkedIn •YOU! • Groups • Narrowly Target • Company • Business Intelligence • Ask for Introduction • Awareness • Message Amplification • Entry Into Enterprise 18
- 19. AGENDA • Social Business vs Social Media • The Millennial Shift • Audience Strategy • Channel Strategy • Social Strategy 19
- 21. Social Strategy Comes First…
- 22. …then the hard part…
- 23. Free to set up. Time, Cost & Coordination to maintain
- 24. This may all seem overwhelming…
- 25. It may have gone by fast…
- 26. You may not get Social Media Or how all the new technology fits in. You may not get Millennials…
- 27. But BloomThink Can Help Them Get You
- 28. 28
- 29. Billy Cripe Principal BloomThinker BloomThink.com billy.cripe@bloomthink.com +1 (612) 205-3762 Twitter: @billycripe Facebook: facebook.com/bloomthink
- 30. The Preceding Presentation is confidential and intended only for temporary use by the recipient. The recipient may use this presentation only for the purposes enumerated in the contract under which it was provided. No part of this presentation may be severed from the complete presentation. All other use, reference, retransmission , derivation, publication or incorporation into other works is prohibited. Copyright 2011, 2012 BloomThink. All Rights Reserved. ©
Editor's Notes
- Image Cite:Flicker User: By Ben Fredericson (xjrlokix)creative commons attributionhttp://www.flickr.com/photos/xjrlokix/5097846224/sizes/l/in/photostream/
- You all know that social networking and social media technology has skyrocketed over the last decade. But did you know how much?Facebook is the number one destination for any mobile browser.Twitter generated 250 million tweets per dayFoursquare just recently passed the 1 Billion checkins mark.Image Cite: Sabre and Tnooz Social Media Webinar, December 1, 2011. Stats from 2011.
- It’s not just Silicone Valley Startups that are using Social Media either. Every Industry listed here has greater that 50% adoption of social business tech.But adoption is not the whole story. Usage, especially safe use to gain the collaborative benefits and minimize the risk exposure is needed.Cite: NOVEMBER 2011 • Jacques Bughin, Angela Hung Byers, and Michael Chui Source: McKinsey Global Institute“How social technologies are extending the organization”https://www.mckinseyquarterly.com/High_Tech/Strategy_Analysis/How_social_technologies_are_extending_the_organization_2888?pagenum=2
- According to a recent study by Accenture, only 8% of B2B companies feel that they are fully leveraging social media for business.Cite: Accenture, October 2011 Making Social Media Payhttp://www.accenture.com/us-en/Pages/insight-making-social-media-pay.aspxSurvey of executives at more than 200 North American B2B companies with annual revenues of $1 billion or more.
- Richard Hughes, Jan 16, 2012, “Your Company’s Social Network Is Just A Toy”Social Enterprise Today, http://socialenterprisetoday.com/blog/posts/Your-companys-social-network-is-just-a-toy/See also:Jocelyn Marmon, Aug 21, 2009, “Why Having a Hammer Doesn’t Make You A Carpenter. Truths About Social Media” http://www.marketingfornonprofits.org/2009/08/why-having-hammer-doesnt-make-you.htmlImage Cite: Flicker User: MyLifeStorycreative commons attributionhttp://www.flickr.com/photos/mylifestory/298485028/sizes/l/in/photostream/
- Image Cite:Flicker User: By Ben Fredericson (xjrlokix)creative commons attributionhttp://www.flickr.com/photos/xjrlokix/5097846224/sizes/l/in/photostream/
- Forbes found the average age of CEOs across industries was 50 years old. They are Boomers. They are function over form folks. The market is changing as the Millennials – the largest generation in US History – take over purchasing power and become the leading influence on market expectations. The trends in social media started before the current trends in social business. Millennials were adopting social media technology as students, well before they started careers. But this too is changing now. If you have employees or peers 32 years old or younger, you have Millennials working for you. Millennials are in the workforce and have started to rise to positions where their expectations can exert force in the enterprise. Witness the rise of the flexible work week, bring your own device allowances and the explosion of B2B social business software. There would be no explosion of social business software if there was not a market to sell into.The shift is happening now. If the adoption curve of the iPad and adoption rates of smart phones have taught us one thing, it is that form is gaining on function in the market. Feature bloat is not as importantto the market as simplicity and the ability to do the one or two things I actually need. Agile development methods focusing on minimum viable products rather than soup-to-nuts feature lists bring more options to the market more quickly that happen to be substantially more affordable – even free in many cases.For example, the social analytics and buzz tracking market represents a slow shift of big enterprise to intentionally engage in the social networking world. Lithium Technology – a leader in social business monitoring, buzz-tracking and customer engagement just the other day announced that it secured an additional $53 Million in serried D funding . This is a huge vote of confidence in the new mode of social business – driven by Millennial habits. It is also a huge vote of confidence in the focus and depth of new technology.Information Cite: Billy Cripe, “Enterprise Software and the Millennial Shift”http://www.socialbusinessnews.com/enterprise-software-and-the-millennial-shift/January 19, 2012Image Cite: Creative Commons Attribution: Some rights reserved by CarstenSchertzerhttp://www.flickr.com/photos/jonathanschertzer/6518638737/sizes/l/in/photostream/
- You need 3 things: 1) an audience strategy, 2) a channel strategy, 3) a social strategyStudies by the 2.0 Adoption Council and ReadWriteWeb show the median salary for social media workers is $114,000. This is not an intern or entry-level position. It is better aligned with Director levels and up. It is also not only an IT position. While IT is certainly involved, it is increasingly the business units who are responsible for keeping up engagement. IT rolls out the technology. Business builds and engages the community.What the Social Business Professional Gets Paid [infographic], by Alex Williams, May 13, 2011, http://www.readwriteweb.com/enterprise/2011/05/what-the-social-business-profe.php, accessed June 20, 2011 http://www.flickr.com/photos/grrphoto/246147199/sizes/l/in/photostream/Creative Commons Attribution Some rights reserved by R'eyes
- Image Cite:Flicker User: By Ben Fredericson (xjrlokix)creative commons attributionhttp://www.flickr.com/photos/xjrlokix/5097846224/sizes/l/in/photostream/
- Cite: Dave Olsen, “Developing a progressive mobile strategy”, July 2011, Creative Commons Attribution, Non Commercial, Share Alike: http://www.slideshare.net/dmolsenwvu/developing-a-progressive-mobile-strategyCite: Stephen Wellman, April 11, 2007, “Google Lays Out Its Mobile User Experience Strategy”, InformationWeek, http://informationweek.com/blog/main/archives/2007/04/google_lays_out.htmlCite: Google Conversion Room Blog, March 21, 2011, “Part 1: Mobile website optimization – 5 considerations when prioritizing content” http://conversionroom.blogspot.com/2011/03/part-1-mobile-website-optimisation-5.htmlImage Cite: Flicker User: frontiersofinteraction creative commons attributionhttp://www.flickr.com/photos/frontiersofinteraction/5592202919/sizes/l/in/set-72157626310770775/
- Cite: Dave Olsen, “Developing a progressive mobile strategy”, July 2011, Creative Commons Attribution, Non Commercial, Share Alike: http://www.slideshare.net/dmolsenwvu/developing-a-progressive-mobile-strategyCite: Stephen Wellman, April 11, 2007, “Google Lays Out Its Mobile User Experience Strategy”, InformationWeek, http://informationweek.com/blog/main/archives/2007/04/google_lays_out.htmlCite: Google Conversion Room Blog, March 21, 2011, “Part 1: Mobile website optimization – 5 considerations when prioritizing content” http://conversionroom.blogspot.com/2011/03/part-1-mobile-website-optimisation-5.htmlImage Cite: http://www.flickr.com/photos/conferencebasics/4196002348/sizes/l/in/photostream/Creative Commons Attribution Conference Basics
- Cite: Dave Olsen, “Developing a progressive mobile strategy”, July 2011, Creative Commons Attribution, Non Commercial, Share Alike: http://www.slideshare.net/dmolsenwvu/developing-a-progressive-mobile-strategyCite: Stephen Wellman, April 11, 2007, “Google Lays Out Its Mobile User Experience Strategy”, InformationWeek, http://informationweek.com/blog/main/archives/2007/04/google_lays_out.htmlImage cite: Flicker User: frontiersofinteraction creative commons attributionhttp://www.flickr.com/photos/frontiersofinteraction/5592800834/sizes/l/in/set-72157626310770775/Cite: Google Conversion Room Blog, March 21, 2011, “Part 1: Mobile website optimization – 5 considerations when prioritizing content” http://conversionroom.blogspot.com/2011/03/part-1-mobile-website-optimisation-5.html
- Image Cite:Flicker User: By Ben Fredericson (xjrlokix)creative commons attributionhttp://www.flickr.com/photos/xjrlokix/5097846224/sizes/l/in/photostream/
- Find nascent communities & empowerthem race for the cure? Skunkworks? drive crowd sourced business intelligence.Flicker User: Rosaura Ochoa – Creative Commons - Attributionhttp://www.flickr.com/photos/rosauraochoa/3256859352/sizes/z/in/photostream/
- Rotary international had more posts in one day (April 12, 2012) than Rotary 5950 had ever.It takes work.The work pays off.Additional information:Follow peopleEngage in the conversationUse Google Alerts to tell you what’s happening now – then chime in!Funnel folks to your website for “the rest of the story”Use other’s success and ride their coattails with positive support!Via: http://smallbusiness.foxbusiness.com/technology-web/2012/04/12/even-betty-white-is-on-twitterwhy-your-business-should-be-too/
- Image Cite:Flicker User: By Ben Fredericson (xjrlokix)creative commons attributionhttp://www.flickr.com/photos/xjrlokix/5097846224/sizes/l/in/photostream/
- You need help with this. Accept that the landscape has changed. Social & Millennials are here to stay. The communication paradigms have changed for good.When you figure out what you’re after then you can reach your through the best social channels.Target your strategies to your audience and goals – meet them where they’re at!Is your purpose to drive down call center and support costs by increasing customer self-service? Then post information online and use social listening to identify problems before they erupt.Is your purpose to engage new markets? Then start promoting new valuable content to people and companies in your target markets. Whitepapers, webinars, ROI calculators, how-to videos – they wont generate traffic themselves. Use Twitter to amplify your message, Use facebook to engage in the deeper discussion, drive people to your website to download the plans, the prototypes, the documentation etc.Is your purpose to get competitive intelligence and new ideas? Share ideas on Pinterest and ask your customers to post their best ideas. Give prizes and recognition to the best ideas (that’s called “gamification” folks!)http://www.freshlimemarketing.com/wp-content/uploads/2010/06/Golden-Circle-Concept-Simon-Sinek.pnghttp://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
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- Flicker User: by B.Romain creative commons attribution, non commercial, no derivatives http://www.flickr.com/photos/profete/4114384867/sizes/o/in/set-72157621721051963/
- Creative Commons AttributionSome rights reserved by Team Travellerhttp://www.flickr.com/photos/teamtraveller/3711678396/sizes/l/in/photostream/
- Creative Commons: Attribution Some rights reserved by Lorena Cupcakehttp://www.flickr.com/photos/julietbanana/5412704917/sizes/l/in/photostream/
- http://ipadwallpapergallery.com/uploads/Brandon_Christopher_Warren_Ill_Give_You_All_I_Can.jpgSource: Brandon Christopher Warren License: Creative CommonsShare, remix, attribution, noncommercial
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