Presentation by Will Hornick

Don’t just jump on the bandwagon!

Recognize that a successful social media strategy involves:

• Real people• Real time commitment• Engagement with our very real audience

Real people

• Who is our target audience?

• What are the needs/wants of that audience?

• Brand insight: What does this organization offer that is unique to our category audience?

When our target audience utilizes our organization, innovative ideas/solutions occur.

Or, as my friend in marketing likes to say, “this is when the magic happens.”

Real time commitment

One of the biggest mistakes made by organizations is thinking that they can simply create a group/company page and leave the rest to auto-pilot.

Social media isn’t just about REACH…

It’s about ENGAGEMENT

How can an organization keep its audience engaged?

I believe that successful marketing of a brand or organization is more about getting your audience to reach their own conclusions rather than telling them what those conclusions should be.

Take these two ads from Apple:

One is from the period when Apple was missing Steve Jobs. See which one you find more effective.

Apple Ads

http://www.youtube.com/watch?v=Bh-yed48e0Y

http://www.youtube.com/watch?v=b2LLSrlKr3c

The 2nd ad is essentially Apple’s manifesto. However, it manages to speak to us without forcing the rhetoric upon us.

A good social media strategy does the same thing. It speaks a consistent message, while making those involved feel like they are part of a community.

Community is key

After all, the very essence of social media was and is about feeling as part of a community.

And communities should engage their members to participate.

These should be our core values in designing a strategy.