1. Friends Tweets & Change
THE CASE FOR GRASSROOTS COMMUNICATION
J-TERM 2011
Social Media
Strategies
Day 7
Instructor: Andrew Hoffman
Wednesday, January 12, 2011
2. Define Strategy
Refers to a plan of action designed
to achieve a particular goal.
Wednesday, January 12, 2011
3. Strategic Planning
An organization’s process of defining its strategy, or direction, and
making decisions on allocating its resources to pursue this strategy,
including its capital and people.
“What do we do?”
“For whom do we do it?”
“How do we excel?”
Wednesday, January 12, 2011
4. Major Factors
Vision
Defines the desired or intended future state of an organization or enterprise in
terms of its fundamental objective or strategic direction
Mission
Defines the fundamental purpose of an organization or an enterprise, succinctly
describing why it exists and what it does to achieve its Vision.
Values
Beliefs that are shared among the stakeholders of an organization. Values drive an
organization's culture and priorities and provide a framework in which decisions
are made.
Wednesday, January 12, 2011
5. SWOT Analysis
•What are your strengths?
•What are your weaknesses?
•what do you do better than your
•what do your competitors do better
competitors?
than you?
•What other internal factors will help
•What other internal factors will hinder
you?
you?
•what do others perceive as your
•what do others perceive as your
strengths?
weaknesses?
Strengths Weaknesses
• What current opportunities do you
face? • What current threats do you face?
• What future opportunities do you • What future threats do you face?
face?
• What threats do you face vis a vis the
• What opportunities do you face vis a competition?
vis the competition?
• What other external factors will
• What other external factors will help hinder you in meeting your objectives?
you in meeting your objectives?
Opportunities Threats
Wednesday, January 12, 2011
6. Next Steps
Goals
Plan
execute
evaluate
Wednesday, January 12, 2011
8. Ford Explorer
Goals
30,000 Initial Facebook Fans Prior to Launch
Reach upwards of 50 million people online
Wednesday, January 12, 2011
9. Ford Explorer
Skipped July auto show launch to launch via Facebook &
complete social media campaign
Wednesday, January 12, 2011
10. Ford Explorer
Promoted their Facebook page with imbedded “Like” buttons in ads
Wednesday, January 12, 2011
11. Ford Explorer
Official Launch in NYC - Mike Rowe using his Flip Camera & posting to
YouTube immediately
Wednesday, January 12, 2011
12. Ford Explorer
Complete YouTube Channel with 106 videos
Wednesday, January 12, 2011
13. Ford Explorer
Great
Twitter
Interaction
Wednesday, January 12, 2011
14. Ford Explorer
Current Facebook Page:
137,480 Fans
952 Pictures & 8 Videos Uploaded by Fans
8 Videos Uploaded by Fans
Wednesday, January 12, 2011
15. Explorer Success
Engagement & Interaction!
Wednesday, January 12, 2011
16. Ford Social Media Philosophy
“We’re committed to the ‘always on’ mode, which means that we need
to abandon the traditional ‘launch and leave’ approach that we
previously used,” says Scott Monty, the head of social media at the
motor company, who can be credited for much of Ford’s social activity.
“By taking the time to build a relationship with our fans by sharing
not only our story but other people’s stories, we therefore gain
awareness, trust and loyalty so that when they do make a purchase
decision, we’re top of mind.”
Wednesday, January 12, 2011
22. Nike+ & Blogging
Jason Walker - “DJ that loves hip-hop & exclusive sneakers”
Went from 265 - 205 & Nike asked him to be a Run Reporter
Wednesday, January 12, 2011
27. Starbucks on Twitter
Starbucks Coffee Company @starbucks
Starbucks Careers @starbucksjobs
Starbucks Live @StarbucksLive
Starbucks Card @StarbucksCard
MyStarbucksIdea.com @MyStarbucksIdea
Most Tweeted Brand on Twitter
Wednesday, January 12, 2011
30. Starbucks Core Philosophies
it’s about relationships,
not marketing
be authentic
don’t outsource your voice
social fits within a larger
digital, and integrated strategy
Alexandra Wheeler, Digital Director, Starbucks
Wednesday, January 12, 2011