Download to read offline
Uploaded byAndrew Hoffman
Fall 11 - Strategy - HUSM
The document discusses social media strategies and provides examples from Ford and Nike. It outlines how Ford launched the new Explorer via Facebook and achieved over 30,000 initial fans. Nike's social strategy included gadgets, web tools, online communities, competitions and blogs to engage users in running. Both companies emphasized interaction across social platforms like Facebook, YouTube and Twitter to build awareness, trust and loyalty.
More Related Content
Fall 11 - Strategy - HUSM
- 1. Social Media Strategies Changing The Conversation 10.6.11 - Fall 2011 x x x x x Instructor: Andrew Hoffman Wednesday, October 19, 2011
- 2. Define Strategy Refers to a plan of action designed to achieve a particular goal. Wednesday, October 19, 2011
- 3. Strategic Planning An organization’s process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people. “What do we do?” “For whom do we do it?” “How do we excel?” Wednesday, October 19, 2011
- 4. Major Factors Wednesday, October19, 2011
- 5. Major Factors Vision Defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective or strategic direction Wednesday, October 19, 2011
- 6. Major Factors Vision Defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective or strategic direction Mission Defines the fundamental purpose of an organization or an enterprise, succinctly describing why it exists and what it does to achieve its Vision. Wednesday, October 19, 2011
- 7. Major Factors Vision Defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective or strategic direction Mission Defines the fundamental purpose of an organization or an enterprise, succinctly describing why it exists and what it does to achieve its Vision. Values Beliefs that are shared among the stakeholders of an organization. Values drive an organization's culture and priorities and provide a framework in which decisions are made. Wednesday, October 19, 2011
- 8. SWOT Analysis Wednesday, October19, 2011
- 9. SWOT Analysis •What are your strengths? •What are your weaknesses? •what do you do better than your •what do your competitors do better competitors? than you? •What other internal factors will help •What other internal factors will hinder you? you? •what do others perceive as your •what do others perceive as your strengths? weaknesses? Strengths Weaknesses • What current opportunities do you face? • What current threats do you face? • What future opportunities do you • What future threats do you face? face? • What threats do you face vis a vis the • What opportunities do you face vis a competition? vis the competition? • What other external factors will hinder • What other external factors will help you in meeting your objectives? you in meeting your objectives? Opportunities Threats Wednesday, October 19, 2011
- 10. Next Steps Wednesday, October19, 2011
- 11. Next Steps Goals Wednesday, October 19, 2011
- 12. Next Steps Goals Plan Wednesday, October 19, 2011
- 13. Next Steps Goals Plan Execute Wednesday, October 19, 2011
- 14. Next Steps Goals Plan Execute Evaluate Wednesday, October 19, 2011
- 15. Social Media Strategy Wednesday,October 19, 2011
- 16. Social Media Strategy Same principles apply! Wednesday, October 19, 2011
- 17. Ford Explorer Goals 30,000 Initial Facebook Fans Prior to Launch Reach upwards of 50 million people online Wednesday, October 19, 2011
- 18. Ford Explorer Skipped July auto show launch to launch via Facebook & complete social media campaign Wednesday, October 19, 2011
- 19. Ford Explorer Promoted their Facebook page with imbedded “Like” buttons in ads Wednesday, October 19, 2011
- 20. Ford Explorer Official Launch in NYC - Mike Rowe using his Flip Camera & posting to YouTube immediately Wednesday, October 19, 2011
- 21. Ford Explorer Complete YouTube Channel with 106 videos Wednesday, October 19, 2011
- 22. Ford Explorer Great Twitter Interaction Wednesday, October 19, 2011
- 23. Ford Explorer Current Facebook Page: 164,103 Fans Over 1,000 Pictures Uploaded by Fans Wednesday, October 19, 2011
- 24. Ford Explorer Engagement & Interaction! Wednesday, October 19, 2011
- 25. Ford Social MediaPhilosophy “We’re committed to the ‘always on’ mode, which means that we need to abandon the traditional ‘launch and leave’ approach that we previously used,” says Scott Monty, the head of social media at the motor company, who can be credited for much of Ford’s social activity. “By taking the time to build a relationship with our fans by sharing not only our story but other people’s stories, we therefore gain awareness, trust and loyalty so that when they do make a purchase decision, we’re top of mind.” Wednesday, October 19, 2011
- 26.
- 27. Nike+ Gadgets Wednesday, October19, 2011
- 28. Nike+ Web Tools Wednesday,October 19, 2011
- 29. Nike+ Online Community Wednesday,October 19, 2011
- 30.
- 31. Nike+ & Blogging Jason Walker - “DJ that loves hip-hop & exclusive sneakers” Went from 265 - 205 & Nike asked him to be a Run Reporter Wednesday, October 19, 2011
- 32. Nike+ & Video Wednesday,October 19, 2011
- 33. Nike+ - HumanRace Wednesday, October 19, 2011
- 34. Nike+ Goes Social Wednesday,October 19, 2011
- 35. Nike & Facebook Over 110 Different Fan Pages Wednesday, October 19, 2011
- 36. The Nike Mag Wednesday,October 19, 2011
- 37. The Cause Wednesday, October19, 2011
- 38.
- 39. The End Goal Drive Traffic to eBay for chance at winning 1 of 150 pairs. Wednesday, October 19, 2011
- 40. Video Joined June 16th 3,618 Subscribers 9 Videos Total Upload Views: 6,989,406 http://www.youtube.com/user/NikeB4TF Wednesday, October 19, 2011
- 41. Facebook & Twitter Auto-Share Functionality Wednesday, October 19, 2011
- 42. Supporting Efforts Celebrity Cast for Video Universal Studios Tour Guest Artist Movie Posters Wednesday, October 19, 2011
- 43. Launch Event They held several launch events and 3 live auctions Cafe’ 80s Live Auction Griff’s Hoverboard Wednesday, October 19, 2011
- 44. Pop Up Display Live Event in New York City Wednesday, October 19, 2011
- 45. Press NiceKicks.com The Late Show Wednesday, October 19, 2011
- 46. End Result 1500 Pairs Sold - 10 Days $9,959 - Highest Winning Bid $2,300 - Lowest Winning Bid $5,695,190.53 - Total Amount Raised 38,464 - Total # of Bids 100% Match by co-Founder of Google Data by Nike Talk Photo from NikeBlog.com - Brian Wilson from SF Giants Wednesday, October 19, 2011
- 47. Blendtec First 5 videos cost $50 The first iPhone video generated 1mil views in 1day. 174,487,132 Total Upload Views Wednesday, October 19, 2011
- 48. assignments 3 Blog Posts - Consider Starting to work on your blog series. Really spend time reviewing your blog structure and layout if you haven’t already. Online Participation - Keep it up. Come to Class Next Week with Ideas on Your Paper due Dec 1st Wednesday, October 19, 2011