A presentation from Julius Duncan (Headstream.com) on how CEOs should view and approach social media strategically, with specific focus on external communications

1. The external
social media
opportunity
Julius Duncan
@headstream

2. @ headstream #socialceo
Few brands were built to be social, they
weren’t created to converse.
The future success of a brand is dependent
on how quickly it can evolve to meet the
desire of a connected people to engage
with it.

3. @ headstream #socialceo
What is a social
1 media strategy?
2 Engaging in social
3 Best practice

4. @ headstream #socialceo
What is a social
1 media strategy?
What should a social
media strategy cover?
What are the different
types of strategy?

5. Social journeys
from talking to transformation
@ headstream #socialceo
Social Social Social Social
communication enablement principles business
- Channel choice - Connectivity - Purpose - Value driver
- Media composition - Interaction and mission - Operating model
- Technology use and engagement - Strategic choice
- Knowledge share - Innovation
- Purchase and use and improvement
- Support - Culture and values
- Operating style

6. Strategic Win win
People
intent relationships
Influencer
Brand outposts Engagement network
Knowledge
Responsiveness Infrastructure
transfer

7. @ headstream #socialceo
2 Engaging in social
The importance of setting
the right goals
What to measure and why
Content worth sharing

8. Social journeys
from talking to transformation
@ headstream #socialceo
Interaction and
Reputation Transaction Support Advocacy Innovation
engagement
Awareness, consideration Purchase Loyalty
Support Development
and intent and use and advocacy
Reach and Foster Increased
Resolution
audience conversation Increased spend
rate Implementation
sales and
of ideas
Size of Drive sales value Repeat
Satisfaction
community engagement purchase
Demand
Reduced cost
Reduced cost generation
Sentiment and Anticipate of sale Convert
to serve
preference need opponents

9. Why do we share things
social currency
Personal Information
Incentive Value Utility
Reward Entertainment

10. @ headstream #socialceo
3 Best practice
Good practice
Getting started

11. Good practice
getting started
@ headstream #socialceo
1. Create value, over sending messages
2. Exchange rigid control for greater involvement
3. Manage brands in a human context
4. Reflect personality through different types of currency
5. Timeliness of response critical to social enablement
6. Be driven by community
7. Positive and negative acknowledged and accepted
8. Encourage social behaviours that mirror communities
9. True, compelling, authentic and transparent
10. Simplify intent and continually fulfil it

12. @ headstream #socialceo
Few brands were built to be social, they
weren’t created to converse.
The future success of a brand is dependent
on how quickly it can evolve to meet the
desire of a connected people to engage
with it.