don’t waste time online – strategy first
TRANSCRIPT
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Don’t Waste Time Online – Strategy First
Business First Social Media Summer Camp
Setting the Tone
What makes it noise vs. helpful communication?• What bothers you about information you receive
in the mail, email and online for social networks?• What inspires interaction?
What barriers do you see to implementing a strategy at your organization?
Key Elements
Solution meets audiences needs Accessibility Hyper Segmentation Convergence Online Activity = Offline Action A Burning Platform Account = success
My BO – Wrap Up What was the value
for the customer? What was the visible
measurement?
The Numbers 2 million profiles 35,000 volunteer
groups 400,000 blog posts 200,000 offline events 13 million email
addresses $639 million raised
(67% online) Millions of SM
connections
Social Media Strategy
Research and Planning• Need (customer/business)• Current Conversation• Identification of actions willing to take (internal
culture)• Resources (content, people, $$)
Action• Build channel/customize channel
Communication (and integration) Evaluation – Measure and Adjust
Key Elements
Identification of barriers• Location• Culture• Stock price/performance slide
Online action = offline action Authenticity Gradual build Access
BE3 Blog Wrap Up
What was the value for the employee? What was the visible measurement?
A New Channel
Using Social Media for Innovation - Starbucks
New Channel (not an existing tool) Allows for multiple user interaction types Fills a need Creates ownership from customer Fulfills on the brand promise (online/offline)
MyStarbucks Wrap Up
What was the value for the customer? What was the visible measurement?
Audience • Where do get their
information? User Behaviors
Create
Comment
Collect
Consume
Using Social Media for Customer Service - Comcast
Existing Tool Fills a need Creates ownership from customer Fulfills on the brand promise (online/offline)
Comcast Cares Wrap Up
What was the value for the customer? What was the visible measurement?
What do you do with the info on a Macro level
LISTEN and take notes Your Piece of the Pie
• What is being said• How does it compare to others
in your space• Frequency & Tone
+
-
A vs. B
X
Using Social Media to Build Expertise/Product Use – A List Apart
Key Elements – A List Apart• Quality content, not sales info or self-promotion• Crowd-sourcing of content• Multiple ways to interact
Key Elements – Juicy Juice• Multiple ways to interact (watch, games, puzzles)
all based on education• Ability to share• Convergence (TV, YouTube, Web)• Incentive/Fills a Need• Multiple ways to interact
A List Apart and Juicy Juice Wrap Up
What was the value for the employee? What was the visible measurement?
Make it happen:
Find the need How can you help? What are you willing to do online
and offline? Identifying the right tool Listen – Participate - Facilitate Identify influencers Measure
Measurement Not HITS Engagement Behavior Change Sales Known expertise
What Does it Really Take?
Resources Culture – Authenticity Willingness to fail first Clear understanding
• Purpose for campaign• Tied to business goals• Value you can add
Education/Training
