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CONNECTING& ENGAGING BUSINESS STRATEGY FOR THE INTERCONNECTED AGE SOCIAL MEDIA CONFERENCE NW – MT. VERNON 2010
James BurnesPrincipal & Founder, Project BrilliantCEO & Founder, Mobiltopia@jamesburnes@ProjBrilliant@mobiltopia
To: 50500 Message: jamesburnes
#smconfNW #JamesBurnesRocks
Let’s Interact Right Now This is a networking event!
Do you really want to engage and connect?
Social Media Milestones March 2009, Nielsen study Reveals social media more popular than email MySpace.com launches Twitter Launches Personal ‘free’ web pages debut Facebook Launches 1997 2005 1999 2003 2009 1995 2001 2007 Blogware begins to take off Ning Launches YouTube launches Message boards  for geeks everywhere Mass media starts focusing on “User Generated Content”
Do you have a strategy?
Stand up if… ,[object Object]
 Your business has a designated person or team responsible for social media.
 Your staff understands how social media is being used by the organization.
 You have a written strategic document that defines what you are doing on social media.,[object Object]
WHY STRATEGY FIRST? Aligning the organization
No common goals or coordination
A communicated strategy results in alignment of purpose and execution.
Your strategy must align with your brand Who Are We?
What is a brand?
Brand = The Experience
Who controls your brand?
What causes this confusion? No Strategy, Plan, or Commitment
What causes this confusion? We experiment.
How Do We Develop Strategy? Segments that matter
#1. What are our goals?
#2. Who is our audience?
Don’t make me tweet about this!
#4. What do they want?
#5. Where do they go?
#6. Who is our talent?
#7. What are our milestones & key events?
#8. How will mobile accessibility to social media impact you?
51% 33% 1999 2005 2007 2009 2001 2003 2011 More Than Half of All Phone Sold Will Be “Smart” By 2011
#9. Do you need your own social platform?
What MIGHT Our Strategy Be? A few ideas
Strategy: Make our organization more personable and less corporate.
Strategy: Give prospective customers more exposure to what it’s like to do business with us.
Strategy: Move excess inventory through special offers and deals
Strategy: Drive referrals by making it easy for our fans spread the word.
Strategy: Recruit the best talent by showcasing our staff’s work and the lifestyle we live.
Strategy: Delivery easy ways for customers and prospects to share their product ideas.
Social media will not succeed as a marketing strategy!
Every department should contribute.
Strategy
How Do We MOVE FROM PLAN TO ACTION? A few ideas
Do we bring in an outside guru to help our team move quickly?
Develop the tactical plan with those who will actually execute it.
Your (WRITTEN) Plan Will Include: Audience Definition and segmentation Clearly defined strategies Tactical approach (which platforms, what we’ll do there, what tools we use, etc.) A budget Defined goals and metrics Scheduled reviews.
Let your ambassadors take it to the rest of the company.

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