This document discusses harnessing the power of social media for businesses. It outlines a 3 step social media strategy of listening and learning about conversations on social platforms, planning a social media policy and engagement strategy, and then engaging with stakeholders through various tactics like generating leads, addressing customer complaints, creating an online community and identifying influencers. The goal is to use social media to build relationships with stakeholders and educate them about products and services.

1. HARNESSING
THE POWER OF
SOCIAL MEDIA
JEFF RISLEY
VP, PR & SOCIAL MEDIA

2. Can you harness
the power of
social media?
Should you?
2

3. 1) Engagement
2) Tools
3

4. Conversations that
build relationships
between companies
and stakeholders.
4

5. Conversations that
build relationships
between companies
and stakeholders.
5

6. Conversations that
build relationships
between companies
and stakeholders.
6

7. Conversations that
build relationships
between companies
and stakeholders.
7

8. 8

9. CONTENT & CONVERSATION
MEDIA SOCIAL
SHARING NETWORKS
9

10. CONTENT & CONVERSATION
10

11. “...I'd like to build the shower
base with complimenting ceramic
tile, but I'm not sure how to do
this properly.”
11

12. CONTENT & CONVERSATION
MEDIA SOCIAL
SHARING NETWORKS
12

13. MASS
CORPORATE
NICHE
SOCIAL
NETWORKS
13

14. 14

15. CONTENT & CONVERSATION
MEDIA SOCIAL
SHARING NETWORKS
15

16. MEDIA
SHARING
16

18. 3 Step
Social Media
Strategy
18

19. LISTEN & LEARN
PLAN
ENGAGE
19

20. Step 1: Listen & Learn
• Find conversations currently taking place
about your company and category
• Quantitative analysis
• Qualitative analysis
20

21. VIDEO
Google video, Yahoo, Youtube,
Grouper, Break, Dailymotion,
Metacafe
BLOGS/
BOARDS
Boardreader, Google alerts,
Live, Technorati, Icerocket
TWITTER
Twemes, Tweetscan, Dittes,
Telewebber, Terraminds
DIY SERVICES

22. http://mashable.com/2008/08/20/tiger-woods-walk-on-water/

24. Step 2: Plan
• Social media policy
24

25. 25

26. Step 2: Plan
• Social media policy
• Monitoring plan
26

27. Spark Social Media Monitoring, Analysis & Metrics
6.4.2009
©SPIRAL 16 LLC 27

28. Step 2: Plan
• Social media policy
• Monitoring plan
• Response plan
28

29. Do Nothing
Credibility Influence
Engage Velocity Fix Facts
Relevance Reach
Rectify
29

30. Step 2: Plan
• Social media policy
• Monitoring plan
• Response plan
• Engagement plan
30

31. Strategic Questions
1. What are the attitudes of key stakeholders about
the importance of social media?
2. Audit findings
• What is your target audience doing in social
media?
• What are competitors doing in social media?
3. What topics are relevant to your target audience?
• Product? Offers? Promotions? Brand?
4. How will we measure results?
31

32. Step 3: Engage
32

33. Step 3: Engage
Engagement Strategies:
1. Learn from customers and consumers
33

34. Online reviews
34

35. Step 3: Engage
Engagement Strategies:
1. Learn from customers and consumers
2. Generate leads
35

36. • Most early adopters
generating 5% of
leads through social
media
• 35% expect social
media leads to
increase by 1%-5%
over next 12 months
• Joining/participating in
industry groups (25%)
• Starting conversations
on industry topics
(25%)
• Answering questions on
industry topics (23%)
“The Social Strategy for Driving Demand,” DemandGen, June 2009 36

37. Step 3: Engage
Engagement Strategies:
1. Learn from customers and consumers
2. Generate leads
3. Engage dissatisfied customers and consumers
37

38. Build-A-Bear Workshop
“The good news is that
shortly after posting my piece I heard
from Dave Finnegan, Build-A-Bear’s "Chief
InBearmation Officer."Monitoringexecutive story
• Kitschy caught blog
designations aside, you’ve got ZDNET.com (1.4M by
on
visitors be impressed
to monthly) about
a company that responds so quickly, directly,
privacy practices
and receptively to criticism; Iitam, to other
• In one day, spread
anyway.” traffic sites The
high
(BoingBoing.net;
Consumerist)
• Sent a response directly to
Denise Howell, high profile
attorney/tech blogger
• Outreach resulted in a
positive follow-up blog post
38

39. Step 3: Engage
Engagement Strategies:
1. Learn from customers and consumers
2. Generate leads
3. Engage dissatisfied customers and consumers
4. Create community to educate about your products
and services
39

40. 40

41. Step 3: Engage
Engagement Strategies:
1. Learn from customers and consumers
2. Generate leads
3. Engage dissatisfied customers and consumers
4. Create community to educate about your products
and services
5. Identify influencers; energize their w.o.m.
41

42. Free Float Night
• Twitter outreach
• “Sonic” was the #2 trend on
Twitter; Approx. 8,000 Tweets
in 24-hour period
• 5 million floats; double 2007
• June evening sales increased
• Increased awareness of Sonic
as “late-night destination”
42

43. “You’re in a new
place. The bad news:
There are no maps.
The good news? You
are the mapmaker.”
Shoshana Zuboff, former Harvard B-School Prof and
author of The Support Economy
43

44. jrisley@barkleyus.com
twitter.com/risleyranch
risleyranch.blogs.com
delicious.com/risleyranch
THANK YOU!
JEFF RISLEY
VP, PR & SOCIAL MEDIA