1. Some Thoughts on Integrating Social Media into Your Strategy Social media is not a strategy; it’s a vehicle with which to enact your strategy Ayelet Baron October 2009
2. THE TOOLS ARE OUT THERE WHAT ARE YOUR GOALS? WHAT IS YOUR INVESTMENT? WHAT DOES SUCCESS LOOK LIKE? http://www.flickr.com/photos/stabilo-boss/93136022/
3. Key Takeaways Identify the relationships you want Select and target the tools By having strong relationships, engage in call to action
4. Welcome to the New Normal … How do I work better with MY PARTNERS AND SUPPLIERS? How can I do MORE WITH LESS? I need to MOVE FASTER. I want to use my iPhone FOR WORK. There’s TOO MUCH INFORMATION! How do I get to know my customersWITHOUT TRAVEL? How do I BALANCE WORK WITH MY PERSONAL LIFE?
5. … and It’s Business Impact I need CLOSER RELATIONSHIPS with my partners. This market is moving TOO FAST for us. My IT budget is STRETCHED already. Our time to market is TOO SLOW. We are MISSING OPPORTUNITIES. I’m worried about CUSTOMER SATISFACTION. My team needs the same APPLICATIONS AT HOME.
6. Consumers dictate PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Personal blog Comments on blogs Talk face to face Social network page Comments on websites Phone call Talk face to face Widgets Viral emails Talk to shop worker Phone call Consult a professional Video sharing site Auction websites Talk face to face Talk to shop worker Photo sharing site Wish lists Readers Letters Talk to shop worker Consult a professional Chat rooms Ratings on retail sites Phone in; TV / Radio Readers letters Message boards Reviews on retail sites SMS Phone in; TV / Radio Government, monarchy, religious institutions dictate the agenda Social Bookmarking Price comparison sites Email Professional media dictate Chat room Social shopping sites Instant Messenger Influence Revolution Universal McCann, When Did We Start Trusting Strangers?
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8. COMMUNICATIONS MEDIA SOCIAL MEDIA Space defined by Media Owner Brand in control One way / Delivering a message Repeating the message Focused on the brand Entertaining Company created content Space defined by Consumer Consumer in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the consumer / Adding value Influencing, involving User created content / Co-creation Source: Neil Perkin ‘What’s Next in Media’ (Slide 9)
10. SOCIAL MEDIA MAY BE HERE TO STAY BUT THE TOOLS ARE TEMPORARY "Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“ Seth Godin Image: http://www.gapingvoid.com/
11. “It’s about relationships” Andrew Rogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/
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13. CREATE CONTENT THAT IS REMARKABLE If the web is a mass of conversations, then get talked about Create content that is worth passing on Make it as easy as possible for your supporters to find it and spread the word http://www.flickr.com/photos/oldflints/
21. Where can social media play a role in delivering and enabling your strategy? Where can you integrate/insert it strategically?
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24. Video is HereIt’s on the Social Web A picture is a thousand words, Video says it all “In person” experience 64% of communication is non-verbal1 One third of the human cortex is dedicated to vision2 1Kandola, Pearn “The Psychology of Effective Business Communications in Geographically Dispersed Teams”, Cisco Systems, September 2006 2Vision Group Research, FMRIB, University of Oxford, UK
25. Use Targeted Twitter Apps: One Stop Shopping http://oneforty.com/ http://crumpleitup.com/tps/
31. What are the next steps in driving relationshipsIt’s about leveraging existing content and improving your natural search Source: http://www.slideshare.net/neville
32. Start Here Listen Give up control Be natural Make a commitment Be where your stakeholders are Learn to deal with negativity Be humble Listen Source: http://www.slideshare.net/neville
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34. Press releases have a place in communicating key messages but they should be integrated with other social media tools
35. No one can control what is said about you. As consumers have a voice and a means to make themselves heard, it is up to you be out there to listen, track and respond
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40. Get involved. Social media is about conversation and building relationships. It takes investment and effort. Don't just talk about your organization. Ask questions, engage people and share information through links
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Editor's Notes
We need to focus on improving interactions to achieve new gains in innovation, creativity and decision efficiency.
