Strategic social media [compatibility mode]
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Web 2.0 allows for new ways of communicating that require embracing public participation. To strategically use social media, organizations should understand their audience, collaborate with feedback, and have a strategic plan that includes goals, metrics, the type of engagement desired, and readiness to participate openly. Tactics include outreach, incentivizing participation, responding positively, and continually refining based on patterns and feedback. Success can be measured through analytics, increased followers, and information gained.
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Strategic social media [compatibility mode]
- 2. How did we get here?
- 3. People Are Engaged …
- 5. Why do so many… RUN FOR COVER?
- 7. THOSE WERE THE DAYS, my friend… OR WERE THEY?
- 9. And Provides… Web 2.0 empowers us to communicate differently – and forces us to embrace the ‘public’ in Public Relations.
- 10. Website Mobile Web Social Networks Customer Engagement Offline Brand Awareness/Exposure Improved Customer Service New Partnerships Response to Calls to Action CONTENT
- 12. Why Participate? Know your Audience (as people and not markets) Collaborate (feedback helps inform) It’s Strategic (proactive vs. reactive)
- 13. A Strategic Approach Interest? Commitment (staff & management)? Time? What will we do if we hear things we don’t like? Do our customers need it (or want it)? 24/7 or 8/5 Organizational Readiness Tracy was Here
- 14. IF YES • What goals can be tactically supported online? • How can we measure success? • What type of collaboration do we desire? (i.e. customer support, marketing or market research, awareness for funding, content contributors, partners) •Member exclusive or open to all? IF NO… #FAIL @organization
- 15. Competitive Analysis • What are similar organizations up to ? • Do they have groupies? Audience Research • Who should we collaborate with and where? • Influencers? • Friends? • What Incentives?
- 16. Tactical Planning • What’s our objective(s)? • Which tools & tone? • How will we promote this on and offline? • Incentives? (i.e. fame, fun or access) • Integration • Contingencies (plan for moderator absences)
- 17. Outreach Considerations • Current audiences • Existing online audiences through existing channels • Find key influencers and rally support • Offline audiences (media, trade shows, kiosk, PR stunts, paid ads, etc.)
- 18. Deploy & Participate • Make it easy for people to play with you • Encourage engagement (sometimes requires offline ads) • Recruit and solicit participation • Rally support • Acknowledge participants • Respond positively and with transparency • Collaborate and connect YOU!
- 19. Retention • Discover and leverage patterns • Understand what drives people • Keep barriers of use low • Optimize what is working • Be transparent and demonstrate that you are listening • Leave no @ behind Test & Refine • If something fails, admit it, fix it and move on! LOVE YOUR VIPS
- 20. A few ideas VIP OFFER SUBMIT YOUR PHOTO TO WIN! Online Communities
- 21. Measuring Success • Analytics (SEO traffic patterns and unique visits) • Increased membership or number of followers • Downloads • Track mention and referrals Share What you Hear • Information is key to the entire organization and can be significant (product development, customer service, strategic development, communications, etc.)
- 22. Play by the (new) rules • Pervasive vs. Persuasive • Participate without Control • Be transparent and collaborative • All hands on deck
- 23. Be innovative, tenacious, creative and FEARLESS!
- 24. and…remember to PLAY NICE or your audience will
Editor's Notes
- Tim O’Reilly – O’Reilly media coined the phrase. What is it? IT = technology and architecture geared for web, iPod, PDA’s & Phones; HTML (Hyper text markup language) vs. XML (Extensible markup language) – Open content management driven content. DESIGN = cool names & design elements; iconic, user friendly THOUGHT LEADERS = collaborative mashup of thinkers – state of mind(s)
- Centres of influence emerge everywhere – and people often connect across platforms You may find pockets in all spaces so you need to engage across multiples 4 Technologies that have empowered people: Social Media, Video, Cloud computing and Smart phones
- Consumer access to tools empowers them as: reporters videographers bloggers dj’s syndicators
- To reach a state of homeostatis – that ‘zen like’ state (internally and externally) - you must actively listen and morph as needed to achieve your goal states! Internally, if your goal state changes, so must your structure and process to achieve that goal. Externally, if outside variants are affecting either goal states or structure and process, changes must be made (i.e. improved customer service or improved customer regard) to maintain that organizational ‘zen.’ Organizations today must seek the external feedback so that the early radar system is set off BEFORE tragic results can occur. Focusing only within your organization is short sighted – because the boundary you presume to protect you from the outside variants will burst if enough force is applied to the boundary – just like a balloon – creating chaos and disorganization. In this state, it becomes difficult to regain control.
- One way communication – ‘us to you’ mentality
- Sharing mentality – we are all connected – and connected across multiple devices Advanced device use has increased social media use because the applications are easily consumed and managed using the tools Televisions are being engineered to browse now – so are DVD players and the like
- This is the new view of web content – multi channels
- Be there or B-square…they are already talking but are you listening to what they say.
- Strategic Communications – can begin to predict things (behaviour, product cycles, product or service improvements, etc)
- Ask the hard questions Claim your space so not to be brand jacked!
- PR channel, customer service channel, corporate services channel, R&D – endless possibilities Measures (if you can tag it, you can track it but also…market research success too)
- Phillips chose Linkedin only and have created the largest Linkedin Group providing invaluable information in advance of their brand. They listen to what is heard and adapt
- Fish where the fish are
- Your advocates are important – let them know you understand this
- Make sure you assess what is working and what is not
- You can’t control the message – understand and accept that! That said, there are nuggets in what you hear (can really help you address issues as they arise and provide more of what people want to hear).
- Don’t be afraid to communicate and be creative – take a few chances and create some buzz. Business process with a little fun is necessary!