05.Strategy and Planning


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  • A 300-page iPhone bill from AT&T Mobility mailed in a box[1] was the subject of a viral video by Justine Ezarik which quickly became an Internet meme in August 2007.[2][3][4] Stories of unexpected billing issues began to circulate in blogs and the technical press after the Apple iPhone's heavily advertised and anticipated release,[5][6] but this video clip brought the voluminous bills to the attention of the mass media. Ten days later, after the video had been viewed more than 3 million times on the Internet,[7][8] and had received international news coverage, AT&T sent iPhone users a text message outlining changes in its billing practices.[9] Two months later, the information technology magazine Computerworld included this event in its list of "Technology's 10 Most Mortifying Moments."[10][11] "AT&T free msg: We are simplifying your paper bill, removing itemized detail. To view all detail go to att.com/mywireless. Still need full paper bill? call 611."
  • 05.Strategy and Planning

    1. 1. Module 5:Strategy and Planning Building the community 1
    2. 2. The Social Technographics ™ LadderSix groups: Creators, critics, collectors,joiners, spectators, inactives “Taken together, these groups make up the ecosystem that forms the groundswell. “By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers.” Groundswell.forrester.com 2
    3. 3. The Social Technographics™ Ladder CREATORS Forrester classifies people according to how they use social CRITICS technologies. Can quantify the COLLECTORS number of online consumers within JOINERS these groups using our consumer surveys. SPECTATORS INACTIVES 3Source: Forrester
    4. 4. The Social Technographics ™ Ladder Publish a blogCreators make social content go. Publish your own Web pagesThey write blogs or upload video, Upload video you created CREATORS Upload audio/music you createdmusic, or text. Write articles or stories and post themCritics respond to content fromothers. They post reviews, comment Post ratings/reviews ofon blogs, participate in forums, and products/services CRITICS Comment on someone else’s blogedit wiki articles. Contribute to online forumsCollectors organize content for Contribute to/edit articles in a wikithemselves or others using RSS COLLECTORS Use RSS feedsfeeds, tags, and voting sites like Add “tags” to Web pages or photosDigg.com “Vote” for Web sites onlineJoiners connect in social networks JOINERS Maintain profile on a social networkinglike MySpace and Facebook. site. Visit social networking sitesSpectators consumer social contentincluding blogs, user-generated Read blogsvideo, podcasts, forums, or reviews Watch video from other users SPECTATORS Listen to podcastsInactives neither create nor Read online forumsconsumer social content of any kind. Read customer ratings/reviews INACTIVES None of the above*Groups include people participating in atleast one of the activities monthly. 4
    5. 5. Step 1: Identify internal community Profile them: How do they participate? If you regularly ... Your profile is: blog, tweet, upload Creator write reviews, post replies Critic tag objects, use RSS Collector join a network Joiner read blogs Spectator do none of the above Inactive 5
    6. 6. Step 2: Matching Identify the comfort level for participating. Profile Example Goal ToolsCreator amplify word of mouth blogsCritic product development wikisCollector market research RSS socialJoiner public relations network canary in the brandSpectator monitoring coalmineInactive getting started search 6
    7. 7. Step 3: Identify tools and objectives Tool Description Objectives Multiple individual/group For employees and internsInternal blog blogs only – gauge talent Customer facing andInternal Forums Technology discussions internal-only Make employees, partners,LinkedIn Business networking suppliers upload profiles Employees, partners,Wiki Collaborative publishing customers, students – open knowledge databaseFacebook fan Showcasing new Engagement with advocatespage products, launches Engagement, BrandTwitter Microblogging awareness, Media relations Promote CEO thoughtYouTube CEO’s speeches, talks leadership 7
    8. 8. Step 4: Identify external community • People who know you • People who want to know you • People who don’t know you 8
    9. 9. People who know youExisting clients: What do they want?• Quick info: eg: CEO bio, profile, map, contact numbers, investor relations,CSR• New information: Updates on product or service• Support: Help them fix issues• Space to vent or suggest improvements• Promotions or discounts or events of upcoming products• Use press releases, photos, videos, whitepapers, testimonials, blogs, podcasts, wikisCompetitor’s myth: “If I post too much information,my competitors will use it against me.”In most cases, it doesn’t make a difference. 9
    10. 10. Advocacy: Help the fanbaseFanboy/girls: People whohelp promote your brand orproduct or service onlinebecause they like it.“Help them help you.” ijustine.tvIdeas: Blogger outreach programme.Provide content they can use, link, embed,share, mashup, send to others.Eg: widgets,free fun apps, games, prizes for theirreaders. 10
    11. 11. People who want to know you & People who don’t know you Potential clients who heard about you via third party: media, search engine, social network, chat, seminar, conference, trade event, other websites, technical reports, associations, groupings. What do they want?• CLARITY: quick and easy information.• CONFIRMATION: Are you credible, competent, capable?• ENGAGEMENT: Does your social media identity suggest you are the kind of person (human) I want to do business with? Why should I come back to your website, social network page, follow your blog or Twitter account? 11
    12. 12. Building the community 12
    13. 13. Step 5: Determine objectives• What do you hope to accomplish from social media?• Where are your pain points where social media can be applied – internal or external communications, sales, marketing, HR, management, CRM, CSR?• Will you aim for awareness training or use social media for a specific campaign?• How will you gauge the level of success from the campaign? 13
    14. 14. Step 6: Determine resources • What can the company handle? • What resources can we dedicate in terms of people, tech, etc? • Need to accept that staff, customers will be negative sometimes. • If the company’s culture is top- down, command-and-control, you need to break mold by seeking third-party expert help. 14
    15. 15. Step 7: The roll-out “Different strokes for different folks”Scenario 1: Corporate-wide awareness training: You need to drum up support, identify talent, bring in trainersScenario 2: Find your SWAT team: Get a small team sneakily doing something and rack up some small wins. This method can backfire though. Eg: A page that attracts attacks.Scenario 3: Officially start with a few committed bloggers, social networkers and tweeters and roll out wider if necessary. NOTE: Share successes and failures and lessons from above. 15
    16. 16. The rollout• Fail fast: People will appreciate transparency. Don’t fear failures - first time you cock up, try again.• Lobby: Personal motivations matter: eg: if there’s someone wanting a promotion approach them individually. Get them on board and to champion project early so they can claim benefit later on. It’s all lobbying skills.• Champion: Champions come from all depts. Age is not an issue. Just because someone is young doesn’t mean he/her is innately ‘digital.’ • Skeptics: Get some pessimists and skeptics on board. Give them the tools, learn from their criticisms. 16
    17. 17. 17
    18. 18. On management buy-inROI: There is no silver bullet to building abusiness case • The 1st question is often ‘How can this help us?’ but it should be ‘How can we help our customers?’ • Evaluate the cost to achieve the same by traditional means ie: print advertising, marketing, support and IT dept costs. • Justification: “If we don’t, our competitors will take market share.” • Financial Dept: Give them the numbers. • HR: Talk about staff retention. • IT: Talk about leverage to buy new toys. • Legal: Aim of legal dept is to reduce risk to zero. Businesses work by taking and managing risks. • Executive buy-in will expedite the financial, legal HR team 18 getting on board.
    19. 19. Setting guidelines: example• Use common sense (don’t piss off • When expressing an opinion, your boss) emphasize that you speak only for• Do not post entries that are yourself, beginning a sentence personal attacks or culturally with "IMHO" sensitive or religiously offensive • If you doubt the appropriateness• Do not discuss unreleased of a post, ask a peer what they products and features think and then read it again the next day as if it were headline in a• Post a standard company newspaper. disclaimer on your blog, profile page and disclose affiliation to • Do not post too much noise (ie: company or specific projects inane accounts of your boredom with life)• If you post all or parts of an internal email, conceal the names • Respect the platform, be an adult of the sender and recipients • Keep it friendly, and have fun • Be wary of copyright issuesEG: http://channel9.msdn.com/About/ 19http://womma.org/blogger/readhttp://www.intel.com/sites/sitewide/en_US/social-media.htm
    20. 20. Dealing with the trollsSource: 2008 Forrester Research 20
    21. 21. 1.Listen 2.Connect 3.Add Value 4.Measure 21
    22. 22. 1. Listen• Search keywords in Google• RSS feeds, iGoogle, Google Reader• Google Alerts, TweetAlarm• Facebook Group or Page• Use dashboard tools: SocialMention, Trackur, Brandtology 22
    23. 23. 2. Connect• Twitter: Respond to tweets mentioning your brand, thank followers for re-tweets, say hello to new followers• Facebook: Thank new fans for “liking” your page, provide weekly Discussion topics• YouTube, Blogs: Comment on blogs mentioning your brand, show gratitude if 23 positive
    24. 24. 3. Add value • Provide customer support • Respond to complaints • Direct questions to real people who can provide the answers, if unavailable on website • Correct misinformation, myths, rumours • Promote issues important to your company 24
    25. 25. 4. Measure• Quantitative: Page views, Unique visitors, time spent, downloads, number of friends, fans, followers, likes, tweets, re- tweets, clicks to short links (eg: bit.ly provides stats), comments, mentions, video embeds• Qualitative: Were we able to resolve a customer issue, avert a crisis, save costs, improve a service/product. Did we learn something that we didn’t know before? Were we able to engage our customers in new conversations? What is the sentiment of people blogging/tweeting about our brand – positive, negative, neutral? 25
    26. 26. 26
    27. 27. Signs that your social media strategy is working…on their blog They have interesting things to say about their respective profession and industry. They update regularly and link to interesting ideas, stories and other blog posts They provide glimpses into their life outside of work – family, friends, hobbies – that humanizes them. They do not bad-mouth their current or previous employers, or colleagues (caveat: unless there is lesson worth learning)  They keep it friendly – no personal attacks  They seem genuine and honest  They have a picture, bio, RSS and blogroll Adapted from Boris Epstein, CEO and Founder 27 of BINC
    28. 28. Signs that your social media strategy is working…on Twitter Tweets often (between 2-10 times per day) Responds and genuinely helps others Has growing and healthy followers/following Keeps a balance between personal and professional tweets Engages in discussion related to your business and seems to get Twitter 28
    29. 29. Signs community is working…on Facebook Updates often: pictures, status updates, videos Users sign up on your Group, Pages, Events Users leave comments and show genuine interest in wanting to engage with brand, product, service, launch, event Staff on Facebook are member of groups relevant to their profession Staff updating with photos and videos of Events, Family Day, CSR programmes, New Product Launches – all PG-13 29
    30. 30. Signs that your social mediastrategy is working…on LinkedIn They have complete profiles They have genuine recommendations from peers, managers and colleagues They are members of groups pertaining to their respective fields They update their status often They voluntarily answer questions They are linking to their employer, blog and other projects of interest. They are participating and getting involved discussion in the community. 30
    31. 31. Signs of success… on GoogleWhen company or brand is Googled:2. Leads me to company blog, webpage, landing pages, microsites, staff or company social media pages3. Leads to active discussions on issues related to company4. Leads to profession-related discussions and commentary on social media sites.5. Does not lead to something controversial or negative, (unless a lesson to be learnt)When staff are individually Googled:7. Doesn’t come up blank.8. Leads me to their online blog, webpage or social media profiles and company is identified. (3 and 4 above apply) 31
    32. 32. 32