This document provides strategies for using social media effectively in business. It discusses identifying needs and barriers, developing a research-based action plan, integrating online and offline communication, and evaluating results through meaningful measurement. Key elements include filling customer needs, creating ownership, fulfilling brand promises, and driving offline actions through online engagement. Case studies demonstrate using social media for innovation, customer service, and building expertise. Successful implementation requires resources, an authentic culture open to learning from failures, and clear goals tied to business objectives.

1. Don’t Waste Time Online – Strategy First
Business First Social Media Summer Camp
150 S. Front St., Suite 200
Columbus, OH 43215
www.columbus.org

2. Setting the Tone
What makes it noise vs. helpful communication?
• What bothers you about information you receive in the
mail, email and online for social networks?
• What inspires interaction?
What barriers do you see to implementing a strategy
at your organization?

7. Key Elements
Solution meets audiences needs
Accessibility
Hyper Segmentation
Convergence
Online Activity = Offline Action
A Burning Platform
Account = success

8. My BO – Wrap Up The Numbers
What was the value for 2 million profiles
the customer? 35,000 volunteer groups
What was the visible 400,000 blog posts
measurement? 200,000 offline events
13 million email
addresses
$639 million raised (67%
online)
Millions of SM
connections

9. Social Media Strategy
Research and Planning
• Need (customer/business)
• Current Conversation
• Identification of actions willing to take (internal culture)
• Resources (content, people, $$)
Action
• Build channel/customize channel
Communication (and integration)
Evaluation – Measure and Adjust

12. Key Elements
Identification of barriers
• Location
• Culture
• Stock price/performance slide
Online action = offline action
Authenticity
Gradual build
Access

13. BE3 Blog Wrap Up
What was the value for the employee?
What was the visible measurement?

14. A New Channel

17. Using Social Media for Innovation - Starbucks
New Channel (not an existing tool)
Allows for multiple user interaction types
Fills a need
Creates ownership from customer
Fulfills on the brand promise (online/offline)

18. MyStarbucks Wrap Up
What was the value for the customer?
What was the visible measurement?

19. Audience
• Where do get their Collect Create
information?
User Behaviors
Consume Comment

21. Using Social Media for Customer Service - Comcast
Existing Tool
Fills a need
Creates ownership from customer
Fulfills on the brand promise (online/offline)

22. Comcast Cares Wrap Up
What was the value for the customer?
What was the visible measurement?

23. What do you do with the info on a Macro level
LISTEN and take notes
Your Piece of the Pie -
• What is being said X
• How does it compare to others in
your space +
• Frequency & Tone A vs.
B

30. Using Social Media to Build Expertise/Product Use – A List Apart
Key Elements – A List Apart
• Quality content, not sales info or self-promotion
• Crowd-sourcing of content
• Multiple ways to interact
Key Elements – Juicy Juice
• Multiple ways to interact (watch, games, puzzles) all
based on education
• Ability to share
• Convergence (TV, YouTube, Web)
• Incentive/Fills a Need
• Multiple ways to interact

31. A List Apart and Juicy Juice Wrap Up
What was the value for the employee?
What was the visible measurement?

32. Make it happen:
Find the need
How can you help?
What are you willing to do online and
offline?
Identifying the right tool
Listen – Participate - Facilitate
Identify influencers
Measure

33. Measurement
Not HITS
Engagement
Behavior Change
Sales
Known expertise

34. What Does it Really Take?
Resources
Culture – Authenticity
Willingness to fail first
Clear understanding
• Purpose for campaign
• Tied to business goals
• Value you can add
Education/Training

35. Connect post-event:
Jamie Timm
@jamietimm
www.linkedin.com/in/jamietimm
Jamie_Timm@columbus.org