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Teasing Out a Social Media Strategy

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Presented to:
Space and Naval Warfare Systems Command
Admiral Kidd Club
August 17, 2010

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Teasing Out a Social Media Strategy

  1. 1. Linda Zimmer Teasing Out a Social Media Strategy
  2. 2. Today’s Necessities?
  3. 3. Web Presence Web Site Twitter Facebook
  4. 4. Web Presence
  5. 5. Digital Presence
  6. 6. How to make a splash in social media Video
  7. 7. Hip Effective Moving Engagement Interactive Meaningful Innovation Channels Recognition Awareness Traction New Touch Points Fresh Ideas SEO Leads What YOU Want From Social Media
  8. 8. Planning My Vacation What I Want From Social Media Part 1: Research Part 2: Planning Part 3: On The Go Part 4 Sharing Hat tip: Ben Parr, Mashable
  9. 9. <ul><li>Communicator’s Media View </li></ul><ul><li>Advertising </li></ul><ul><li>Mail/Email Marketing </li></ul><ul><li>Events & Promotions </li></ul><ul><li>Online Ads/Sponsorship </li></ul><ul><li>Public Relations </li></ul><ul><li>Creative Services </li></ul><ul><li>Social Media Engagement </li></ul>
  10. 10. Personal Mediasphere Communicate Create Consume Connect My World, My Space Mydomain.com Source: Mark Krynsky, Mindomo
  11. 11. Pew State of the Media 2010 It’s all Snack Media 7%: use a single news platform. SEARCH is news reading habit: headline, byline and first sentence only. News is social activity centered in social networks.
  12. 12. CNN President, Jonathan Klein “ The competition I’m really afraid of are social- networking sites.” That threatens to pull people away from us. The people you’re friends with on Facebook or the people you follow on Twitter are trusted sources of information. Well, we want to be the most trusted name in news.”
  13. 13. <ul><li>Social Media </li></ul><ul><li> shotgun wedding </li></ul><ul><li>“ I want two </li></ul><ul><li>Twitters & </li></ul><ul><li>a Facebook” </li></ul><ul><li>No time </li></ul><ul><li>Minimal expertise </li></ul><ul><li>No budget </li></ul>
  14. 14. Which Tool Do I Use? Wrrrong Question
  15. 15. Right Question What value can we get from social media?
  16. 16. Social Media: A Few Valuable Reasons Customer Insight Activating People Listening to Customers Word-of-Mouth Talk with Stakeholders Location-aware Communication Customer Service/Care Socializing News Building a Community Support Customers Collaborating Social Commerce Build Trust Crowdsourcing Personal Communication Promotion Real-time Communication Utility
  17. 17. <ul><li>If people </li></ul><ul><li>______[ fill in the blank ] , </li></ul><ul><li>knew | could | provided | accessed | gave | believed </li></ul><ul><li>my life would be so much easier. </li></ul>The Social Media Ultimate Noooow I’ve “Got It!” Statement.
  18. 18. Please watch the Video http://www.youtube.com/watch?v=ypmfs3z8esI
  19. 19. The Social Media Strategy Steps 1. What value do we get from social media ? 2. Who are the people we want to reach ? 5. What will measure how well we did ? 3. What does the community have in common ? ( social object? ) 6. What are the channels & platforms ? 4. How will we make the social object shareable ? 7. What resources do we will need ?
  20. 22. www.facebook.com/bestbuy
  21. 23. www.facebook.com/KrispyKreme
  22. 24. The Social Media Strategy Steps 2. Who are these people we want to reach?
  23. 25. Paid Services Audience Search Tools
  24. 26. TECHNOGRAPHICS: Behavior in Social Networks Broadly classifies people according to how they use social media/technologies
  25. 27. The Social Media Strategy Steps 3. What is the social object ? (What is it these people share or have in common?)
  26. 28. The Social “Object” is what connects together these particular people. A thing or experience Lifestyle Idea or Cause Status/Reputation
  27. 29. The Social Media Strategy Steps 4. How will we make the “social object“ shareable ?
  28. 30. How People Share in Social Media
  29. 31. Share buttons makes content shareable
  30. 32. The Social Media Strategy Steps 5. What will measure how well we did?
  31. 33. Biggest Social Media Measurement Mistake <ul><li>Not Defining WHAT You are Measuring FIRST! </li></ul>
  32. 34. Goal versus Objective <ul><li>A Goal is a broad purpose, idea or vision. </li></ul><ul><li>An Objective is a result or a milestone to be achieved. </li></ul>
  33. 35. SMART Objectives <ul><li>S Specific </li></ul><ul><li>M Measurable </li></ul><ul><li>A Achievable </li></ul><ul><li>R Relevant </li></ul><ul><li>T Time-based </li></ul>Clear objectives are THE KEY to making social media measurable!
  34. 36. Example SMART Objectives <ul><li>Example Goal: </li></ul><ul><li>Launch SuperSocialWidget 2.0 to web designers and social media users. </li></ul><ul><li>Example SMART Objective: </li></ul><ul><li>Increase blog and Twitter recommendations for SuperSocialWidget 2.0 by 25%. </li></ul>
  35. 37. Measures of Success: Some evidences of achieving goals Blog Posts & Comments Tone of Comments Number of Groups Referrals Completed Profiles Tags Reduced/Increased Calls Share of Positioning Share of Rants Impact on Reputation Ideas Generated Time-to-Recruit Rankings Reviews Links Media Coverage Search Engine Ranking Network Growth Rate Web Traffic Impact Increased Customer Satisfaction Share of Visibility
  36. 38. <ul><li>Number of visits to newsroom page. </li></ul><ul><li>Number of newsroom pages viewed. </li></ul><ul><li>Number of subscribers to various RSS feeds. </li></ul><ul><li>Number and relevance of followers on bookmarking sites. </li></ul><ul><li>Number of views/followers on Twitter, Facebook and YouTube. </li></ul><ul><li>Number of “exit” links from newsroom to social media presences. </li></ul><ul><li>Correct messages passed along. </li></ul><ul><li>Qualitative assessment of comprehension of issues/positioning. </li></ul><ul><li>Change in volume, nature or tone of comments on mainstream news sites. </li></ul><ul><li>Type of and relevance of subscribers (media versus consumer). </li></ul><ul><li>Assessment of impact on use of specific promoted resources / sales. </li></ul><ul><li>Physical event attendance. </li></ul><ul><li>Qualitative assessment of value of monitoring to “stay ahead” of news cycle. </li></ul>A Few KPI’s of a Social News Initiative
  37. 39. Adapted from Journal of Interactive Advertising
  38. 40. The Social Media Strategy Steps 6. What will be the channels & platforms ?
  39. 41. Each platform has its own character.
  40. 42. MicroBlogging What is it good for? Talking with Listening | Insight Customer Care News Distribution Promotion Activating Managing
  41. 43. Media Sharing Venues What are they good for? Rich Media Channel Multimedia Engagement Joining | Creating Interest Groups Promotions Conversation | Listening
  42. 44. Widgets What are they good for? Mini-portal to website Desktop Engagement Utility Mobility Alerts | Instant Push Messaging
  43. 45. The Social Media Strategy Steps 7. What are the resources we will need?
  44. 46. Digital Team Marketing Strategists Customer Service Social Media Specialists Technicians Digital Budget Content Development Engagement Monitoring Reporting Social Media Monitoring Tools & Analysis
  45. 47. The Social Media Strategy Steps 1. What value do we get from social media ? 2. Who are the people we want to reach ? 5. What will measure how well we did ? 3. What does the community have in common ? ( social object? ) 6. What are the channels & platforms ? 4. How will we make the social object shareable ? 7. What resources do we will need ?
  46. 48. Source: Geek and Poke Everyone is different. Socialize your strategies based on your community’s view , not your view.
  47. 49. Internal Communication 2.0 Watch this video! http://www.youtube.com/watch?v=H_jhLGxH-m4
  48. 50. Connecting with me: LinkedIn: www.linkedin.com/in/lzimmer Twitter: /lgzimmer New Media Training: modernmediainstitute.com t: 714.283.6206 Email: [email_address]

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