This document discusses social media and outlines a social media action plan. It begins by defining social media and explaining why it matters for organizations. Social media allows for open conversations that encourage participation and connect people. It impacts brands' reputations and allows consumers to have a voice. The document then presents a 3 part social media action plan: listen, engage, and influence. It provides examples of how to listen to social media conversations, engage with audiences, and measure campaigns to influence perceptions through word-of-mouth recommendations. The goal is to understand social media discussions to act on insights and stimulate positive conversations about products and brands.

1. Social Media and KM
What is Social Media?
Why does it matter?
Social Media Action Plan

2. Media has changed - 2006
“To find something comparable, you have to go back 500 years
to the printing press, the birth of mass media … Technology is
shifting power away from the editors, the publishers, the
establishment, the media elite. Now it’s the people who are
taking control” Rupert Murdoch, Wired July 2006.

3. Consumers have a voice

4. billion
•Internet population Nov : 2010
Source: http://www.internetworldstats.com/stats.htm

5. So what is Social Media?
“Open conversations that
encourage participation
and connect people”
Ian Farmer

6. Social Networks – Facebook
9.7 million (Nov 2010)
57% of Online Pop.
500 million users global

7. Wikis – collaborative
Podcasts – niche / time shifting
17m

8. Youtube
billion views/day
24 hours uploaded every min
46 years of Youtube consumed on Facebook every day

9. Twitter
150 million users
800 tweets / sec

10. And other content communities

11. More and more of us use it

12. It helps you express yourself

13. Review stuff, weigh up pro’s and cons

14. Research company / clients

15. Research – interview questions

16. Share things easily

17. billion
•Content Shared each month

18. And through the wisdom of crowds

19. Allows us to discover new stuff

20. Social Media and the Conversational web
What is Social Media?
Why does it matter?
Social media action plan

21. We now know the truth
76% don’t believe
that companies tell
the truth in
advertisements
Source: Yankelowich

22. Consumer recommendations are
the most credible form of
advertising among 78% of the
study’s respondents.
Source: Nielsen, “Word-of-Mouth the Most Powerful Selling Tool”
(global Nielsen survey of 26,486 Internet users in 47 markets)

23. Who do we believe?

24. People like ourselves
My friends
Their friends
Shared interest

25. Social media conversations are recorded

26. And influence “offline” behaviour

27. Of those who use used or buy bought
your product / service

28. For Good

29. And Not so good

30. Social media impacts your brands reputation
34% post opinions about products and
brands on their blog
36% think more positively about companies
that have blogs
Source: Universal McCann Power to the people - Social Media Tracker Wave 3

31. So that’s why it matters !

32. Social Media and the Conversational web
What is Social Media?
Why does it matter?
Social media action plan

33. Consumers are beginning in a very real sense to own our brands and
participate in their creation … We need to begin to learn to let go.
A.G. Lafley, CEO and Chairman of P&G, October 2006
Try and control this?

34. Ignore it ?
... But this just eliminates you from the conversation

35. Social Media action plan
What is Social
Media?
Why does it
matter?
Social media
action plan
Listen
Engage
Influence

36. How to listen to social media?

37. Search

38. Knowledge - Social Bookmarking

39. Alerts
• E.g. www.google.com/alerts

40. Opinions in real time

41. Speed Feed reading

42. Blog Trends

43. FORUMS
Real time feedback : Grad recruitment exposed !

44. Recorded Experiences

45. Reactions to current issues

46. The new Focus group?

47. Listen
”The Development of a process
to understand the conversations,
and action the insights”
Ian Farmer

48. LISTEN : Social Media services
Listen
Research : opinions in real time
Risk Awareness
Insights
Permission to Engage
We monitor social media because it provides unsolicited and unbiased consumer opinions about
our products and brands in real time. If a brand, messaging or product problem is identified by
bloggers, we can fix the problem quickly before it gets too widespread. Also, positive comments
help us understand early on if something is working particularly well.”
Christin Stasiw Lazarchuk, Director, Global Market Research, Ford Motor Company.
Social MediaAudit
Social Media Monitoring Strategy
Monitoring development
Insights reporting
Training

49. Social Media Audit report

50. Social Media Action Plan
Listen
Engage
Influence

51. It’s PR Jim, but not as we know it!

52. Cicero’s 9 rules from “On Duties” in 44BC
1. Speak clearly
2. Speak easily, but not too much, give others their turn
3. Do not interrupt
4. Be courteous
5. Deal seriously with serious matters, gracefully with lighter ones
6. Never criticize people behind their backs
7. Stick to subjects of general interests
8. Do not talk about yourself
9. Never lose your temper

53. Example – UK civil service
http://www.civilservice.gov.uk/iam/codes/social_media/participation.asp
Be credible
Be accurate, fair, thorough and transparent.
Be consistent
Encourage constructive criticism and deliberation. Be cordial, honest and
professional at all times.
Be responsive
When you gain insight, share it where appropriate.
Be integrated
Wherever possible, align online participation with other offline
communications.
Be a civil servant
Remember that you are an ambassador for your organisation. Wherever
possible, disclose your position as a representative of your department or
agency.

54. Social Media engagement policy?
or

55. Identify where else to engage?

56. You Tube presence

57. BRITA Facebook

58. Engagement integration
Involve your audience >10K ideas US $1mill rev

59. Social Media press releases
http://rm.guinness.com.au/smpr-250?noac=true

60. Social learning

61. Crisis Response training

62. For when the Rats take over !!

63. “PARTICIPATION PARTICIPATION PARTICIPATION
is the new LOCATION LOCATION LOCATION”
Ian Farmer

64. Social Media services
Engage
• Feedback: discussion channels
• Increase Customer Service
• Exhibit Leadership : Sharing POVs
• Innovation: Source of Ideas
• Growth: reduced cycles times
• Self awareness
• Opportunity to Influence
Policy
Engagement integration
Corporate / brand blogs
Identify & track engagement
Social Media Presence (YouTube, Facebook,
Wikipedia)
Social Media Press Release
Crisis response training

65. Social Media Action Plan
Listen
Engage
Influence

66. 1000 entries, 5.5 million votes

67. Recruit and reward evangelists

68. Influence via cause marketing

69. Bushfire widget
• Developed in 2 days
• 90K views
• 1:722 viral ration
• 25% interacted
• 5,504 donations

70. Make it easy for people to tell others

71. Establish conversational metrics

72. Influence
“Measuring the results of how you effect
social media, then using that insight to
stimulate conversations, making it easier
for people to recommend and sample
your products”
Ian Farmer

73. Social Media services
Influence
•Expand touchpoints
•Measurement of campaigns
•Risk mgmnt “Ask the audience”
•Build loyalty & Identify Evangelists
•Collaboration opportunities
•Word of mouse!
Influence Identification
Loyalty & evangelist
programs
Campaign metrics
Word of Mouth Marketing
Internet is twice as influence of TV and 8 times that of Print
(source: Digital Influence Index study Fleishman-Hillard)

74. Social Media action plan
What is Social
Media?
Why does it
matter?
Social media
action plan
Listen
Engage
Influence

75. Social Media – continuous learning
•Don’t FAIL to LEARN
•DO FAIL to LEARN

76. More information
Ian Farmer
ian@frontiering.com.au
+61 417 460 518
www.twitter.com/ifarmer
www.linkedin.com/in/ifarmer
Ian’s blog : http://frontiering.com.au