Presentation on the POST methodology for creating a social media strategy for an organization. POST is a central concept in the book Groundswell by Charlene Li and Josh Bernoff.
Presented at the SMarts London conference on November 14th, 2009 in London, Ontario.
P.O.S.T. - Strategic Thinking Precedes Social Results
1. P.O.S.T.
STRATEGIC THINKING
PRECEDES SOCIAL RESULTS
2. JOSH BERNOFF
Senior Vice President,
Idea Development
Forrester Research
CHARLENE LI
Independent Thought Leader
The Altimeter
3. WHAT IS THE GROUNDSWELL?
“A SOCIAL TREND IN WHICH PEOPLE USE
TECHNOLOGIES TO GET THE THINGS THAT
THEY NEED FROM EACH OTHER, RATHER
THAN FROM TRADITIONAL INSTITUTIONS
LIKE CORPORATIONS.”
4. WHAT IS THE GROUNDSWELL?
“PEOPLE DON’T LISTEN TO MARKETERS ANY
MORE, THEY LISTEN TO PEOPLE”
- SETH GODIN
5. WHAT IS THE GROUNDSWELL?
“PEOPLE DON’T LISTEN TO MARKETERS,
THEY LISTEN TO THE MARKET”
8. PEOPLE
WHAT ARE YOUR CUSTOMERS READY FOR?
HOW WILL YOUR CUSTOMERS ENGAGE WITH YOU BASED
ON WHAT THEY’RE ALREADY DOING TODAY
DON’T BUILD A SOCIAL NETWORKING SITE IF YOUR
AUDIENCE IS MORE LIKELY TO WRITE REVIEWS OR
PROVIDE RATINGS
20. OBJECTIVES
WHAT ARE YOUR GOALS?
ARE YOU INTERESTED IN “TALKING” WITH YOUR
AUDIENCE OR “LISTENING” TO WHAT THEY’RE SAYING
ABOUT YOU?
ARE YOU TRYING TO GENERATE INCREASED SALES BY
ENERGIZING YOUR BEST CUSTOMERS
21. 5 MAIN OBJECTIVES
LISTENING - MONITORING YOUR CUSTOMERS
CONVERSATIONS
TALKING - PARTICIPATING WITH AND STIMULATING 2-
WAY CONVERSATION WITH CUSTOMERS
ENERGIZING - ALLOW ENTHUSIASTIC CUSTOMERS TO
HELP SELL EACH OTHER
SUPPORTING - ENABLE YOUR CUSTOMERS TO SUPPORT
EACH OTHER
EMBRACING - ENABLING YOUR CUSTOMERS TO HELP
YOU IMPROVE PRODUCTS OR SERVICES
22. STRATEGY
HOW DO YOU WANT RELATIONSHIPS WITH YOUR
CUSTOMERS TO CHANGE?
DO YOU WANT CUSTOMERS TO CARRY YOUR MESSAGE
TO OTHERS IN YOUR MARKET?
DO YOU WANT THEM TO BECOME MORE ENGAGED WITH
YOUR COMPANY?
RALLY SUPPORT FOR YOUR PLANS INTERNALLY
23. TECHNOLOGY
WHAT APPLICATIONS SHOULD YOU BUILD?
WHAT SOCIAL MEDIA TOOLS SHOULD YOU EMPLOY?
BLOGS, WIKIS, PHOTO SHARING, SOCIAL
NETWORKS, MICRO-BLOGS, ETC.
BEGIN THIS ACTIVITY ONLY AFTER HAVING ANSWERED
THE PEOPLE, OBJECTIVES AND STRATEGIES QUESTIONS
26. STEVE GROVES
DIRECTOR OF DIGITAL MEDIA, THE LONDON FREE PRESS
STEVE.GROVES@SUNMEDIA.CA
TWITTER: @STEVEATLFPRESS
LINKEDIN: WWW.LINKEDIN.COM/IN/STEVENHGROVES
BLOG: WWW.LFPRESSLABS.COM
Hinweis der Redaktion
As I prepared to come out here to speak I couldn’t help but find irony in a room full of people waiting to hear me speak about social media. Less than 2 years ago I was actively involved in a project to block social networks from all computers at my former employer’s.
These aren’t my ideas or methods. When I was trying to decide on my next career move when this book was released last May.
According to Josh and Charlene. Music from friends, products via eBay, movies via BitTorrent, entertainment via YouTube. Power resides with the masses again.
Brilliant marketing expert Seth Godin wrote this quote.
Largely a business strategy presentation but applicable to not-for-profits and the arts community. Exchange term ‘subscriber’ or ‘patron’ for ‘customer’.
people don’t listen to Marketers, they listen to the market
Source here is 2007 data. Look how out of date it looks already.
People
Objectives
Strategy
Technology
Based on the reviews that we did we determined that commenting on our site and ‘liking’ on Facebook would be attractive for our readers.
Inactives neither create nor consume social content of any kind. Joiners are in Facebook. Collectors organize content using RSS feeds, vote on sites like Digg.
Social Technographics classifies people according to how they use social technologies
Creators make social content go. They write blogs or upload video, music, or text
Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles
Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com
Joiners connect in social networks like MySpace and Facebook
Spectators consumer social content including blogs, user-generated video, podcasts, forums, or reviews
Inactives neither create nor consumer social content of any kind
By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers
Example #1 - Men and Women 18-27.
Example #2 - Another way to look is Business Travellers
The clarity of your objectives will make or break your strategy. You need a reason to enter the groundswell.
We wanted Londoners to become more engaged with each other. We wanted to start the conversation and provide a forum for readers to exchange views.
Firm has to hire 3,500 new grads each year. 74% of college students are JOINERS. Objective was to TALK with candidates and enabled them to talk to each other. STRAT was to change the onboarding process. TECH was Facebook.
Collaborative musical project by Darren Solomon. People he was trying to reach were CREATORS. Objective was to EMBRACE a group of collaborators as part of a musical collaboration. Strategy was largely experimental collaboration. Technology was YouTube UGC.