Market analysis before applying social media 20100316 3rd lecture
1. Market Analysis before applying social media 3rd Lecture University of Gdańsk – March 16, 2010
2. Today’s homework Team presentation Team blog post Describe one company within your industry which is intensively using social media. What social media activities do you see? How successful are they? What mistakes did they make? Did they learn? Can you find whether or not it had influence on the success of the company? Compare this company with i.e. a Polish one in the same industry which is not (yet) using social media. What can you learn from this? 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 2
7. [Advice] Join the Hubspot online seminar: How to monitor your social media presence (very useful later on): http://www.hubspot.com/marketing-webinars/social-media-monitoring-webinar/?source=email-20100301c16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 3
8. 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 4
9. 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 5
10. Josh Bernoff of Forrester writes:In any other business endeavor we start by figuring out what we want to accomplish. Social technologies are not magic. They accomplish things, too. It’s time to stop doing social because it’s cool. It’s time to start doing it because it’s effective. 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 6
11. SWOT The S.W.O.T. process requires research and analysis of current and future likely factors of social media and its impact on business strategies. When evaluating these factors, the use of an interrelationship and affinity diagram enables us to sort through the collective meaning of the factors and then categorize them—meaning determining the rank and how the categories relate to or influence each other. 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 7
12. Social media SWOTSource: http://mindblogging.typepad.com/whataconcept/2010/01/social-media-swot-analysis.html Identifying Your Strengths Who are your Ambassadors? Who on your team are the ones who seems to be passionate about the company, knows even the most obscure information about what it happening, and is always willing to pitch in to offer an idea, a creative idea, or simply a helping hand? What creative assets are available that can be used within your social media channels? What pictures, videos, articles, and stories can be repurposed and shared with the community? Where is your organization already active in the community? Are their conversations happening right now about your brand that you can begin participating in? Do you have an active email list that you can leverage to invite your customers to join you on other online channels? Do you have partners that already have an online presence where your voice would be welcomed ? 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 8
13. Identify Your Weaknesses What information silos within the organization that prevent collaboration? Where is there a lack of, or inconsistent visions related to the goals of participation in social media? What knowledge gaps exist and what additional and ongoing training for the team will be needed? Identify Opportunities How can that organization improve efficiency and save money through social media channels? How can the sales team leverage social media to identify better qualified leads and get a jump on the competition? How can customers be involved in the organizations ongoing development of new products and services? 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 9
14. Identify Threats How will your organization protect intellectual property and the organization's reputation? How can information and use of various channels be managed in such a way that it does not become a chaotic, noisy mess with no purpose. With so many people and departments involved, how can we maintain accountability? 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 10
15. POST method: A systematic approach to social strategy P is People. Don’t start a social strategy until you know the capabilities of your audience. If you’re targeting college students, use social networks. If you’re reaching out business travelers, consider ratings and reviews. O is objectives. Pick one. Are you starting an application to listen to your customers, or to talk with them? To support them, or to energize your best customers to evangelize others? Or are you trying to collaborate with them? Decide on your objective before you decide on a technology. Then figure out how you will measure it. S is Strategy. Strategy here means figuring out what will be different after you’re done. Do you want a closer, two-way relationship with your best customers? Do you want to get people talking about your products? Do you want a permanent focus group for testing product ideas and generating new ones? Imagine you succeed. How will things be different afterwards? Imagine the endpoint and you’ll know where to begin. T is Technology. A community. A wiki. A blog or a hundred blogs. Once you know your people, objectives, and strategy, then you can decide with confidence. Source: http://www.relationship-economy.com/?page_id=2160 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 11
16. 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 12
17. 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 13
18. 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 14
19. 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 15 Source: http://www.cmo.com/social-media/cmos-guide-social-media-landscape
20. Next time’s homework Team presentation Team blog post Describe the “POST” for your company Choose from the available social networks what to use. 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 16
