make social media a capability not a campaign:
DESCRIPTION
4 steps to create a sustainable social media program.TRANSCRIPT
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Make social media a capability not a campaign:
Created by: Dirk Shaw, Social Media Strategist
4 steps to create a sustainable social media program.
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It seems like everywhere you turn someone is talking about social media.
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It’s adoption and the volume that people are creating content has companies scratching their heads on how to engage in social media.
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?
The question is no longer should we participate in social
media. It is how do we get started?
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Getting started requires more than simply setting up outpost on sites like Twitter & Facebook.
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Social media metrics alone are meaningless.
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That is until you can show which ones led to achieving business goals!
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Photo credit http://www.cyclingweekly.co.uk/100
Predicting social media value implies you can repeat a past success.
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Companies that engage in an uncoordinated manner
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Have difficulties replicating success.
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Which makes predicting future value almost
impossible.
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4 steps to a sustainable social media program
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Listen: Listening to the conversation is as important as
participating.
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Each group will listen and respond to different things
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A marketer may want to know what it’s competition is doing.
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A product manager will want to understand how customers feel about new products while identifying latent needs.
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A communications person might want to understand sentiment.
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Photo credit: http://upload.wikimedia.org/wikipedia/commons/9/95/Sir_Simon_Rattle_and_Berlin_Philharmonic_Orchestra_Photo_by_Monika_Rittershaus_License_Creative_Commons_BY_SA.jpg
To achieve business goals it will require each of these groups to listen in a synchronized manner.
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Learning: Turn insights into action
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The biggest challenge is acting on what you hear.
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Using monitoring solutions can streamline collaboration for acting on insights gained from social
media.
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Engaging: Participation should be informed by listening.
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The number of tools and places for companies to engage with customers can be overwhelming.
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Many companies simply skip the listening part and jump right into the conversation.
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This is not the right approach..
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Spending time where customers are not leads to a lack of results.
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Poor results means less investment will be made into social media programs.
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To avoid this. Define the role of each outpost, how it supports goals and who will be responsible for it.
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Experimentation and prototyping is an essential step to making anything repeatable.
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This makes the role of experience planners even more essential.
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Engaging social experiences integrate websites with earned media.
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By defining the roles of each outpost AND knowing how they work together will deliver the most relevant
experience.
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Replicate: Now that you have successfully accomplished a goal, can you do it again?
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The ability to replicate allows you stop looking thru the rear view and start predicting future success.
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Innovative companies are not successful because they came up with a clever idea.
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Innovative companies know how to replicate success and refine things along the way.
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The same is true with social media. It must become the way you do business.
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Document each success. Capture metrics, who was involved and how you would do it differently.
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Create guides that enable others to repeat, refine and mature as the organization grows.
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Sharing success stories is a great way to get others excited and willing to dedicate resources to social media.
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Having a vision of where you're going allows you successfully align social media to goals, people and processes.
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Listen: Listening to the conversation is as important as
participating.
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Learning: Turn insights into action
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Replicate: Now that you have successfully accomplished a goal, can you do it again?
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Can you replicate social media success?