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Some thoughts on integrating social media into

Some Thoughts on Integrating Social Media into Your Strategy

Social media is not a strategy; it’s a vehicle with which to enact your strategy

Ayelet Baron

October 2009


The tools are out there

THE TOOLS ARE OUT THERE

WHAT ARE YOUR GOALS?

WHAT IS YOUR INVESTMENT?

WHAT DOES SUCCESS LOOK LIKE?

http://www.flickr.com/photos/stabilo-boss/93136022/


Key takeaways
Key Takeaways

Identify the relationships you want

Select and target the tools

By having strong relationships, engage in call to action


Welcome to the new normal
Welcome to the New Normal …

How do I work better with MY PARTNERS AND SUPPLIERS?

How can I do MORE WITH LESS?

I need to MOVE FASTER.

I want to use my iPhone FOR WORK.

There’s TOO MUCH INFORMATION!

How do I get to know my customersWITHOUT TRAVEL?

How do I BALANCE WORK WITH MY PERSONAL LIFE?


And it s business impact
… and It’s Business Impact

I need CLOSER RELATIONSHIPS with my partners.

This market is moving TOO FAST for us.

My IT budget is STRETCHED already.

Our time to market is TOO SLOW.

We are MISSING OPPORTUNITIES.

I’m worried about CUSTOMER SATISFACTION.

My team needs the same APPLICATIONS AT HOME.


Influence revolution
Influence Revolution

Consumers dictate

PRE MEDIA AGE

MASS MEDIA AGE

SOCIAL MEDIA AGE

Talk face to face

Personal blog

Comments on blogs

Phone call

Social network page

Comments on websites

Talk face to face

Widgets

Viral emails

Talk to shop worker

Phone call

Consult a professional

Video sharing site

Auction websites

Talk face to face

Talk to shop worker

Readers Letters

Photo sharing site

Wish lists

Talk to shop worker

Consult a professional

Phone in; TV / Radio

Chat rooms

Ratings on retail sites

Readers letters

SMS

Message boards

Reviews on retail sites

Phone in; TV / Radio

Government, monarchy, religious institutions dictate the agenda

Social Bookmarking

Price comparison sites

Email

Professional media dictate

Instant Messenger

Chat room

Social shopping sites

Universal McCann, When Did We Start Trusting Strangers?


Communications media

COMMUNICATIONS MEDIA

SOCIAL MEDIA

Space defined by Media Owner

Brand in control

One way / Delivering a message

Repeating the message

Focused on the brand

Entertaining

Company created content

Space defined by Consumer

Consumer in control

Two way / Being a part of a conversation

Adapting the message/ beta

Focused on the consumer / Adding value

Influencing, involving

User created content / Co-creation

Source: Neil Perkin ‘What’s Next in Media’ (Slide 9)


Suddenly media is a mass of conversations

SUDDENLY MEDIA IS A MASS OF CONVERSATIONS

AND YOU CAN’T CONTROL THEM


Social media may be here to stay but the tools

SOCIAL MEDIA MAY BE HERE TO STAY

BUT THE TOOLS ARE TEMPORARY

"Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“

Seth Godin

Image: http://www.gapingvoid.com/


It s about relationships
“It’s about relationships”

Andrew Rogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/


Create content that is remarkable

CREATE CONTENT THAT IS REMARKABLE

If the web is a mass of conversations, then get talked about

Create content that is worth passing on

Make it as easy as possible for your supporters to find it and spread the word

http://www.flickr.com/photos/oldflints/


Incorporating social media in your strategy
Incorporating Social Media in Your Strategy

Track Impact

Engage

Strategy

Target

Identify key areas of synergy between in person and online

Identify your key stakeholder groups

Identify points of integration into the current strategy

Identify clear success metrics upfront

  • What is the overall process flow of activities?

  • What is your engagement strategy?

  • How can you connect offline activities with online activities?

  • Who are the key targets?

  • What are their preferences in terms of engagement?

  • What social media tools do they use?

  • What do they pay attention to?

  • Where can social media play a role in delivering and enabling your strategy? Where can you integrate/insert it strategically?

  • What do you need to stop doing, start doing and continue doing?

  • What are your top 3 success criteria for an effective integration of social media?

  • How will you track and monitor them?


Changing the way we engage and collaborate
Changing the Way We Engage and Collaborate

Collaborative Tools

Text

Voice, Video

Video Social Networking

Many

Social Networking

Video on Demand

Discussion Forums

Unified Communications

Wikis

Contact

Center

Blogs

Number of Stakeholders

Email

Conferencing

IM

TelePresence

Documents

One

Vmail

There are many tools out there but being able to target them and use many of them is key


Video is here it s on the social web
Video is HereIt’s on the Social Web

A picture is a thousand words, Video says it all

“In person” experience

64% of communication is non-verbal1

One third of the human cortex is

dedicated to vision2

1Kandola, Pearn “The Psychology of Effective Business Communications in Geographically Dispersed Teams”, Cisco Systems, September 2006

2Vision Group Research, FMRIB, University of Oxford, UK


Use targeted twitter apps one stop shopping http

Use Targeted Twitter Apps: One Stop Shopping

http://oneforty.com/

http://crumpleitup.com/tps/


It s about knowing where the conversations

It’s about knowing

Where the conversations are happening

What’s your share of the conversation

What are the conversations that you could / should be in

Who are the key influencers who can help build your brand

It’s about expanding your news flow

Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)

It’s about understanding communities

Which groups, forums and networks matter

Who drives share of conversation in these communities

What are the next steps in driving relationships

It’s about leveraging existing content and improving your natural search

What’s Social Media All About?

Source: http://www.slideshare.net/neville


Start here
Start Here

Listen

Give up control

Be natural

Make a commitment

Be where your stakeholders are

Learn to deal with negativity

Be humble

Listen

Source: http://www.slideshare.net/neville


Some final thoughts
Some Final Thoughts

Transparent Communication is Key

The era of gatekeepers controlling the distribution of information is over

Press releases have a place in communicating key messages but they should be integrated with other social media tools

No one can control what is said about you. As consumers have a voice and a means to make themselves heard, it is up to you be out there to listen, track and respond

It is now about being open, honest and transparent. You can no longer control

Be Part of the Conversation

Identify the right resources in your organization who are responsible for driving interaction, input and community for your organization

Assess the social media tools in terms of your goals and be present where it makes sense to be part of the conversation

Everybody Matters

Everybody is an influencer today


Some final thoughts 1
Some Final Thoughts

Reach Out to the Community

Identify and reach out to bloggers, video creators, podcasters. They are constantly seeking content

Build relationships by engaging with the people who are talking about your organization and issues in your field

Be Ready for Everything and Anything

The “build it they will come” mentality only works in the movies

Don’t assume that by creating a social media presence, everyone will participate. There are many abandoned online communities out there so make sure you put together a plan for each tool you plan to use

It’s About Two way Communication / Being a Part of a Conversation

Listen. Social media about people's relationships with you

Get involved. Social media is about conversation and building relationships. It takes investment and effort. Don't just talk about your organization. Ask questions, engage people and share information through links

Focus on the long term. It takes time to get results and build relationships. It's about trust and connecting with others


If you want to know what technology will change

If you want to know what technology will change the world, watch young mothers and don't watch teenage boys - young mothers have no time for any technology that isn't useful and doesn't work.

Clay Shirky, 2005

Dan Thornton, Bauer…http://thewayoftheweb.net/

Pic by skeddy in NYC on Flickr (CC Licence)


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