social media strategies for organizations
DESCRIPTION
Originally presented at Web Strategy Summit, May 4th 2009.From http://webstrategysummit.com/program/social-media-strategies:Why let the bloggers and Twitters of the world have all the fun? Learn how your organization (or your clients) can use the latest tools with practical tips and techniques for promoting your products and services through social media. Explore mechanisms to encourage the innovation and experimentation key to successful social media and to opening yourself up to conversations and participation.We’ll start with the basics of getting a social media program off the ground, will review a number of case studies of successful and not-so-successful campaigns, and will cover the importance of ongoing metrics and postmortems as we go. The focus is on practical, useful solutions you can easily implement, based on real problems participants are facing. Bring your challenges and we’ll make sure you leave with solutions!Some key concepts we’ll be exploring: * The importance of transparency and authenticity * Respecting and gardening your community * Real products and services for real people * Being a champion * Handling the inevitable issuesSome of the tools we’ll be looking at: * Blogging and RSS * Facebook, MySpace, and the social networks * Communicating in 140 characters or less: Twitter * Podcasting and the rise of rich media * User Generated Content and media from YouTube, Flickr, etc. * Collaboration tools (Basecamp, ConceptShare, Google Groups, etc.)TRANSCRIPT
Social Media Strategies for Organizations
Web Strategy Summit
Jay GoldmanMay 4th, 2009
Who? Why? What? How? Where?
Agenda
Who? Why? What? How? Where?
Who am I?
jaygoldman.com
Who? Why? What? How? Where?
Demand GenerationBwahahahahahaha!
Photos: http://www.flickr.com/photos/tambako/1152363350/, http://www.flickr.com/photos/60026579@N00/87389618/, http://www.flickr.com/photos/fredericksburg/2292744880/, and http://www.flickr.com/photos/78406052@N00/2982717759/
Who? Why? What? How? Where?
Who? Why? What? How? Where?
Who are you?
•How many of you are…
•…in marketing?
•…in PR?
•…in Sales?
•…in IT/Dev?
•…Social Media Experts?
Who? Why? What? How? Where?
CreatorsCriticsCollectorsJoinersSpeculatorsInactives
Social Technographics™
Publish blogs, upload videos and photos, etc.
Post ratings, reviews, and comments, use forums
Use RSS feeds, add tags, vote
Maintain profiles, visit social nets
Read blogs, watch, view
None of the above
Social Technographics™
Who? Why? What? How? Where?
http://www.forrester.com/Groundswell/profile_tool.html
Case Study: Motrin
Who? Why? What? How? Where?
Activity Time:
Who are you trying to reach?
Who? Why? What? How? Where?
Three Groups of Eight
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Agenda
Who? Why? What? How? Where?
Clarity of PurposeWho? Why? What? How? Where?
book recommendation enginehelp find stuff to buy
railroadstransportation
be on Twittercommunicate
SMART
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S.M.A.R.T. BAD GOOD
Specific More newsletter subscribersMore 32-year old male
newsletter subscribers who are expecting their first child
Measurable More newsletter subscribers30 % more newsletter
subscribers
Attainable Greatest newsletter in history Top 10 newsletter in history
Realistic Post 5 blog posts per day Post 1 blog post per day
Timely Tomorrow Next week
Who? Why? What? How? Where?
Objective
More users
More conversions to pay plans
More participation
5
4Activity Time:
Personal Grid
Activity Time:
Backcasting
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Futu
re 1
Futu
re 2
Futu
re 3
http://www.slideshare.net/mmilan/backcasting-101-final-public
Agenda
Who? Why? What? How? Where?
Social Media“Social media is information content created by
people using highly accessible and scalable publishing technologies. At its most basic
sense, social media is a shift in how people discover, read and share news, information and
content.”
Who? Why? What? How? Where?
Who? Why? What? How? Where?
Activity Time:
Tag Sort
#
Web 1.0Photo credit: http://ouroboros.wordpress.com/
Who? Why? What? How? Where?
Web 2.0Photo credit: http://www.flickr.com/photos/z6p6tist6/500048151/
Who? Why? What? How? Where?
Who? Why? What? How? Where?
Photo credit: http://www.flickr.com/photos/74078214@N00/258931782/
Illusion of Control
Who? Why? What? How? Where?
Case Study: Chevy Tahoe Apprentice
Video credit: http://www.youtube.com/watch?v=azqvP-f94Cs&feature=related
“Early on we made the decision that if we were to hold this contest, in which we invite anyone to create an ad, in an open forum, that we would be
summarily destroyed in the blogosphere if we censored the ads based ontheir viewpoint. So,
we adopted a position of openness and transparency, and decided that we would
welcome the debate. (As an aside, we have been truly disappointed by the number of submissions
we had to filter outbecause of their vulgar content.) I won’t bore you with the details, but
the overwhelming majority of the 22,000 submissions thus far have been earnest attempts
at creating positive advertisements.”
— Ed Peper, Chevy General Managerhttp://fastlane.gmblogs.com/archives/2006/04/now_that_weve_g_1.html
Case Study: Zappos
Who? Why? What? How? Where?
Tony Hsieh @ SXSW09http://twurl.nl/grbjcp
Agenda
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Who? Why? What? How? Where?
POST
P.O.S.T. Example
People College Students, Professionals, etc.
Objectives Listen or talk? Support or energize evangelists?
Strategy Conversation? Awareness? Focus group? Backcast from end state
Technology Community, blog, wiki, social network, microblogging, etc.
Who? Why? What? How? Where?
Who? Why? What? How? Where?
http://beth.typepad.com/
8 Step Plan1 Identify Objectives2 Identify the Audience3 Integrate4 Culture Change5 Capacity6 Tactics and Tools7 Measurement8 Experiment
Case Study: Hotel Max
Who? Why? What? How? Where?
Settling into the Hotel Max in Seattle. Super impressed so far — beautiful hotel. Thx for the tip
@targetvacations!
@jaygoldman Hello sir! What room are you in? I’d love to send
up some goodies for you for tweeting such nice things!
Photo credit: http://www.flickr.com/photos/17065981@N00/3152017822/ and http://www.flickr.com/photos/63846278@N00/378412464/
ObjectiveStakehol
derRoadbloc
kPain Point
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Activity Time:
Group Grid
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Community Gardening
Photo credit: http://www.flickr.com/photos/71447254@N00/3431066101/
On Managing a Community
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http://www.chrisbrogan.com/on-managing-a-community/
StrategyReporting Structure
Duties
Measurement Success Your Turn!
Case Study:
Flickr
Who? Why? What? How? Where?
Photo credits: http://www.flickr.com/photos/tags/flickrcolourcontest/interesting/
Agenda
Who? Why? What? How? Where?
Who? Why? What? How? Where?
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
Case Study:
Nissan Hypercube
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ObjectiveStakehol
derRoadbloc
kPain Point
Channel(s)
Activity Time:
Final Grid
Who? Why? What? How? Where?
rypple.com/wss/smsorg
Thanks for your time!
twitter.com/jaygoldmanjaygoldman.com
www.rypple.com/wss/smsorg