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Running Usa 2010 Presentation
This document discusses social media strategies for running organizations. It outlines how social media usage has increased, with mobile social media seeing the largest growth. It then discusses various mobile social media platforms like Foursquare and Yelp that allow location sharing and reviews. The document proposes a 3 step social media strategy of listening and learning about target audiences, planning an appropriate strategy, and actively engaging through platforms where audiences interact. It provides examples of energizing influencers by identifying bloggers to partner with and supporting them. The key is focusing on building relationships and conversations rather than just eyeballs or clicks.
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Running Usa 2010 Presentation
- 1. Social Media Today MeetingChallenging Times Running USA February 2, 2010 Photo: flickr.com/josiahmackenzie
- 2. It’s been ayear. What’s new? 2
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- 6. Was 13% Was 19% Was52% 6
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- 8. What can youdo with a mobile device? • Make phone calls • Text • Email • Takephotos • Record video & audio 8
- 9. What can youdo with a mobile device? • Make phone calls • Text • Email • Take photos • Record video & audio • Access the Internet • Download apps • Tell your location 9
- 10. • 235 million US subscribers • 68 million mobile internet users • 21 million mobile social network users 10
- 11. • Take photos •Capture video • Share photos and video • Access social networks/blogs 11
- 12. Geolocation 12
- 13. “Geolocation is theidentification of the real-world geographic location of an Internet- connected computer, mobile device, website visitor or other.” -Wikipedia 13
- 14. “Simply put, locationchanges everything. This one input—our coordinates—has the potential to change all the outputs. Where we shop, who we talk to, what we read, what we search for, where we go—they all change once we merge location and the Web.” —Mathew Honan, contributing editor, Wired, January 19, 2009 14
- 15. Foursquare • Part friend-finder, social city- guide and game • iPhone, Android, Palm Pre, SMS, Web, mobile web (BlackBerry app in beta) • Google Maps, nearby tweets, tips, to-do’s • Mayorships • Badges 15
- 16. Yelp • More social-network-like (user profiles) • 1.25 million iPhone app users • Rewards, leader board, incentives • Augmented reality functionality (Monocle) 16
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- 21. Conversations that buildmutually beneficial relationships between companies and stakeholders. 21
- 22. Markets are relationships. Relationshipsdepend on conversations. Conversations are fire. Social media is arson. 22
- 23. Social Media ReinforcingGoals Engagement Evangelism Endorsement 23
- 24. 4 Principles 24
- 25. THEM, NOT US Thebest advertising is not us talking about us. It’s other people talking about us. Make conversations about the consumer first. 25
- 27. BE WHERE CONSUMERS ARE Find your evangelists. Know where your target consumers congregate and converse. Contribute to those communities and conversations first. 27
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- 30. SHOW SIGNS OFLIFE Integrate and promote social content throughout your digital presence. 30
- 31. People! 31
- 32. ACTION TRUMPS EYEBALLS Aim for engagement, endorsement and evangelism. Design for action and interaction. Think hearts and minds, not just eyeballs. 32
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- 37. 3 Step Social Media Strategy 37
- 38. Listen & Learn Plan Engage 38
- 39. Listen & Learn Plan Engage 39
- 40. Spark Social MediaMonitoring, Analysis & Metrics 6.4.2009 40 ©SPIRAL 16 LLC
- 41. Listen & Learn Plan Engage 41
- 42. Integrate 42
- 43. Channel Definition Examples Paid search Pay to leverage the Paid Advertising channel Sponsorships Web site Brand controls majority Owned Microsites of content Facebook & Twitter Blogger outreach Earned Fans are the channel Seeding programs Forum participation 43
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- 48. Listen & Learn Plan Engage 48
- 49. TALKING 49
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- 52. ENERGIZING 52
- 53. Lee Fit Ambassadors •Identified 28 bloggers based on 3 criteria: • Content: Was the blogger writing about fashion for everyday women? • Engagement: How do her readers respond? Did she acquire multiple comments each time she posted? • Influence: Did she have solid site traffic? What was their Technorati Authority and Rank? 53
- 54. Response “What an amazing 1. 2. Momma’s Review www.mommasreview.com A Mommy Story www.amommystoryreviews.blogspot.com opportunity, I 3. 4. Intricate Art www.intricateart.com Posh Glam www.poshglam.com appreciate the offer - 5. 6. Cool Moms Rule www.coolmomsrule.blogspot.com Your Style Star www.yourstylestar.com and accept!” 7. All American Mommy www.allamericanmommy.blogspot.com 8. Domestic Chicky www.domestic-chicky.com “WOW! you aren't kidding 9. Karla’s Krazy Life www.karlaskrazylife.blogspot.com 10. Workout Mommy www.workoutmommy.com - what an awesome 11. Mommy Goggles www.mommygoggles.com 12. Mom’s Favorite Stuff www.momsfavoritestuff.com thing! I definitely want to 13. Savvy Housewife www.savvyhousewife.com 14. Mamanista www.mamanista.com be a part of this.” 15. Therapeutic Reviews and Giveaways www.themomreviews.com 16. The Domestic Diva www.thedomesticdiva.org 17. Blissfully Domestic www.blissfullydomestic.com 18. Mommin’ it Up www.momminitup.com 19. Motherhood Uncensored www.motherhooduncensored.typepad.com 20. Sarcastic Mom www.sarcasticmom.com 54
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- 57. SUPPORTING 57
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- 59. EMBRACING 59
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- 62. Thank you. jrisley@barkleyus.com risleyranch.blogs.com Twitter: risleyranch Photo: flickr.com/josiahmackenzie