cu tomorrow: session#2 handout - develop your social media strategy

HI, I’M BRENT DIXONYOUNG ADULT ADVISOR WITH FILENE

ONLINE STRATEGY NERD WITH REAL SOLUTIONS

FOUNDER OF THE HABERDASHERY

(let’s recap.)

SOCIAL MEDIA IS

DON’T LOOK AT PEOPLE LIKE THIS:

INTERACTIONS ARE GLOBALIZED

TAKEAWAY:

YOUR MEMBERS HAVE PARTICIPATORY ACCESS TO MORE CULTURES, EVENTS, AND

IDEAS THAN EVER BEFORE.

TAKEAWAY:

“CITIZENS” HAVE MORE CONTROL OVER THE MESSAGE THAN EVER.

NOW IS NOW /NOW IS FOREVER

TAKEAWAY:

YOU CAN LISTEN TO YOUR MEMBERS IN REALTIME, AND INTERACT WITH THEM IN

REALTIME.

THIS IS INCREASINGLY BECOMING THE EXPECTATION.

TAKEAWAY:

EVERYTHING YOU AND YOUR MEMBERS DO ONLINE (THE GOOD AND THE BAD)...

LASTS FOREVER.

PRODUCTION IS DEMOCRATIZED

“AS RECENTLY AS THE LAST DECADE, MOST OF THE MEDIA AVAILABLE FOR PUBLIC CONSUMPTION WAS MADE BY PROFESSIONALS.”

“...THOSE DAYS ARE OVER.”

-CLAY SHIRKY AT TED 2009

TAKEAWAY:

PRODUCTION & DISTRIBUTION COSTS ARE LESS

BUT...

ORIGINALITY & CREATIVITY IS THE NEW CURRENCY

IDEAS ARE REMIXED

TAKEAWAY:

ARE YOU ENCOURAGING REMIXES, AND MEMBER-DRIVEN CREATIVITY?

WHAT ABOUT CUSTOMIZATION OF MARKETING OR PRODUCTS?

FRIENDSHIP IS REDEFINED

TAKEAWAY:

MEMBERS ARE MANAGING MANY DIFFERENT TYPES OF RELATIONSHIPS.

MEASURE THE ACTIONS THE CREATE VALUE, NOT JUST THOSE THAT ARE

EASY TO MEASURE.

WHEN YOU “FRIEND” SOMEONE, KNOW WHERE YOU EACH FALL IN THE SPECTRUM.

LOCATION IS BOTHKEY AND IRRELEVANT

(key)

CHECKING IN WITH FOURSQUARE

Get a timeline of your friends’ check-ins to see what they’re doing

Foursquare will alert you if you’re near one of your friends is somewhere nearby

1) Users take a picture by pressing the button on the left

2) Verify that the image is readable

3) Upload with the button on the right.

4) WV United uses the your mobile phone number to apply it to the correct account.

(irrelevant)

ATTENTION IS FLEETING

MOVEMENT ISPERPETUAL

INSTEAD OF “KEEPING UP,”BUILD SYSTEMS FOR

COORDINATION.

TO MANAGE COOPERATIVE SYSTEMSCOORDINATION IS THE NEW PLANNING

COMPLEX ADAPTIVE SYSTEMS

SOCIAL NETWORKS ARE

COMPLEX

MANY COGS MOVING AT ONCE.

ADAPTIVE

REACTS TO CIRCUMSTANCES OVER TIME.

SYSTEM

THERE’S METHOD & PATTERNS TO THE BEHAVIOR.

YOU CAN’T PLAN BEHAVIOR, YOU COORDINATE IT.

COORDINATING PEOPLE TO SOLVE A PROBLEM.

SOCIAL MEDIA STRATEGY IS

OLD & BUSTED

ONE WAY COMMUNICATION.

CONTROLLING THE MESSAGE.

HUNTING & STALKING YOUR MARKET.

FOCUS ON AVERAGE CONSUMER.

NEW HOTNESS

COMMUNITY-DRIVEN.

HANDING OVERTHE MESSAGE

ENABLING YOUR MARKET.

NICHED AUDIENCES

TECHNOLOGY ISN’T

THE POINT.

is the new ?!

OMG,

...A DISTRACTION FROM STRATEGIC THINKING.

THE NOTEBOOK DOESN’T MAKE THE WRITER.

THE MIC DOESN’T MAKE THE SINGER.

THE CLUBS DON’T MAKE THE PLAYER.

PEOPLE ARETHE POINT.

QUESTION #1)

WHO DO YOU WANT TO REACH?

Fiskers

QUESTION #2)

WHAT DO YOU WANT TO ACCOMPLISH?

“...TO CLOSE THE FEEDBACK LOOP & IMPROVE OUR PRODUCTS.”

“...TO CREATE POSITIVE CHANGE IN THE COMMUNITY.”

“...TO BUILD AWARENESS AROUND A NEW PRODUCT.”

QUESTION #3)

HOW CAN YOU COORDINATE[#1] TO ACHIEVE [#2]?

“WE WANT TO CLOSE THE FEEDBACK LOOP & IMPROVE OUR PRODUCTS.”

“...TO CREATE POSITIVE CHANGE IN THE COMMUNITY.”

“...TO BUILD AWARENESS AROUND A NEW PRODUCT.”

“...TO BUILD AWARENESS AROUND A NEW PRODUCT.”

QUESTION #4)

HOW WILL YOU MEASURETHE RESULTS?

MEASURE:ACCOUNT OPENINGS, BRAND MENTIONS,AWARENESS, MEMBER INSIGHTS, COMMUNITYIMPACT, DOLLARS BROUGHT IN, DOLLARS SAVED,PUBLIC SENTIMENT, FINANCIAL LITERACY,MEMBERS USING THE TOOLS, TIME SPENTON CONTENT, AND SO ON AND SO ON...

“got hats?”

• 1 blog post

• 3 volunteers

• 4,000 items donated to local shelters

•50% in registered users

•10x traffic increase

• Massive press exposure (“Bloggers collect for homeless”)

6.5 million YouTube views

50,000 requests for information about the car (mostly non-Ford people)

SOLD 10,000 UNITS in the first six days of sales.

Cost a small fraction of the typical national TV campaign.

SM2

RADIAN 6

THOUGHTS FOR THE ROAD.

INTEGRATE WITH YOUR TRADITIONAL MARKETING

SOMEONE HAS TO OWN IT.

BUILD TOLEARN.

MAKE

LEARN

HUMAN INTERACTION IS THE MEAL.

SOCIAL MEDIA IS THE SUPPLEMENT.

NEXT UP: TOOLS

THANKS! :)EMAIL ME: brentd@filene.org

CALL ME: (214) 736-4505

TWEET ME: WWW.TWITTER.COM/ITSJUSTBRENT

LET’S KEEP THE CONVERSATION GOING