"Clothing The Emperor" is presentation designed to walk organizations through the 10 questions they need to ask in order to develop a social media strategy. This version of the presentation was given on January 30, 2011 to the NAICU Public Relations Academy.
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Social Media Strategy Fundamentals
1. 1
Clothing the Emperor
10 Questions to Ask When Developing A Social www.idfive.com Strategy
225 e. redwood street baltimore, md 21202 410.837.5555 Media
2. 2
Source: Alterian’s Eighth Annual Survey, 2011
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
3. 3
Marshal McLuhan
“The medium is the message.”
Media: a technology that affects society not
by its content but by its characteristics.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
4. 4
no “content”...
...but has social effect
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
5. 5
“media”
Sender information or data Receiver
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
6. 5
“mass media”
Receiver
rd ata
ati on o
in form
Sender information or data Receiver
info
rma
tion
or d
ata
Receiver
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
7. 6
social: the interaction of humans with other humans
media: technology used to store and deliver information or data
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
8. 7
social media
Participant
or data
ma tion
r
info
Participant information or data Participant
infor
mati
on o
r dat
a
Participant
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
9. 8
Social Media:
technologies that facilitate
interactions between humans
using information or data.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
11. 10 A (somewhat incomplete) Timeline of Social Media
not to scale
USENET
1979 listserv Napster flickr
1986 1999 2004
pneumatic post
1865
SecondLife
2003
postal service
Persia, 550BC
The Palace
radio ARPANET Wikipedia
1994 twitter
1891 1969 2001
The WELL Facebook 2006
1985 Friendster 2003
2002
@
MySpace YouTube
email
Third Voice 2003 2005
1966 BBS IRC 1999
1978 1988
telephone
del.icio.us
~1890
2003
telegraph
France, 1792 MUD1
Blogger
1978
1999
CompuServe MoveOn
1969 1998 digg
epinions 2004
1999
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
12. 11
What are
you trying to
accomplish?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
13. 12
Social Media Matters:
50% of Forbes college
rankings based on social
media sources.
the staff at CCAP gathered data from a variety of sources. They based 25% of the rankings on 4 million student
evaluations of courses and instructors, as recorded on the Web site RateMyProfessors.com. Another 25% is
based on post-graduate success, equally determined by enrollment-adjusted entries in Who's Who in America,
and by a new metric, the average salaries of graduates reported by Payscale.com.
source: Roger Casey, President, McDaniel College
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
14. 13
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
15. 13
Leads?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
16. 13
Leads?
Conversions?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
17. 13
Leads?
Conversions?
Awareness?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
18. 14
Success Metric ÷
Money Spent
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
19. 15
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
20. 15
$5,000 spent
=$5/click
1,000 clicks
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
21. 15
$5,000 spent
=$5/click
1,000 clicks
1,000 clicks =10% conversion to leads =$50/lead
100 emails
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
22. 15
$5,000 spent
=$5/click
1,000 clicks
1,000 clicks =10% conversion to leads =$50/lead
100 emails
100 emails =5% conversion to sales =$1,000/
5 enrollments
enrollment
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
23. 15
$5,000 spent
=$5/click
1,000 clicks
1,000 clicks =10% conversion to leads =$50/lead
100 emails
100 emails =5% conversion to sales =$1,000/
5 enrollments
enrollment
$1,000/enrollment
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
24. 16
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
25. 16
Hope is not a strategy.
Rick Page
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
26. 17 Why Social Media?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
27. 18
Why?
๏ Where’s your audience?
๏ Do you want to build stronger relationships?
๏ Do you just want to be on the bandwagon?
๏ Do we fill a niche that’s not filled anywhere else?
๏ Do you do something better?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
28. 19
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
29. 20
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
30. 21
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
31. 22
Source: Mobile Shopping Framework: The role of mobile devices in
the shopping process Yahoo! January 2011
Source: OTX “Teen Topix” Study, 2010
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
32. 23
HOWEVER...
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
33. 24
Ages of Mobile Social Media Users
13-17 : 7%
18-24 : 16%
25-34 : 34%
35-54 : 36%
55-64 : 5%
65+ :Nielsen, December 2009
source:
2%
Facebook: It’s not “the kids”
•400 Million Active Users
•50% over 35
•26.8 under 24
•Older users stay longer
source: New York Times, March 2010
Twitter: still figuring it out
•24 and younger fastest growing segment
•70% over 25
•57% income $60,000+
•52% college or graduate degree
source: Quantcast, February 2010
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
34. 25
What kind of social media will best help
you achieve your goals?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
35. 26
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating
“Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising
๏ Virtual Worlds Awareness
Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
36. Are you prepared to give up control of your
27
brand...even a little bit?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37. 28
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
38. 29
brand
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
39. 29
Company brand Customers
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
40. 30
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
41. 30
Brands are collaborations.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
42. 31
There’s nowhere to hide
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
43. 31
There’s nowhere to hide
๏ Memes travel...or not
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
44. 31
There’s nowhere to hide
๏ Memes travel...or not
๏ Honesty will out
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
45. 31
There’s nowhere to hide
๏ Memes travel...or not
๏ Honesty will out
๏ Your brand is your experience....like it or not
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
46. 31
There’s nowhere to hide
๏ Memes travel...or not
๏ Honesty will out
๏ Your brand is your experience....like it or not
๏ Forget about “crafting” anything
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
47. 31
There’s nowhere to hide
๏ Memes travel...or not
๏ Honesty will out
๏ Your brand is your experience....like it or not
๏ Forget about “crafting” anything
๏ Embrace your detractors
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
48. 31
There’s nowhere to hide
๏ Memes travel...or not
๏ Honesty will out
๏ Your brand is your experience....like it or not
๏ Forget about “crafting” anything
๏ Embrace your detractors
๏ BE HONEST
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49. 32
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
50. 33
Reputation = Brand
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
51. 34
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
52. 34
Engage.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53. How do you plan to get people to visit?
35
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
54. 36
Not very likely
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
55. 37
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
56. 38Who is going to be responsible for
maintaining your social media presence?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
57. 39
Roadkill painting syndrome
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58. 40
Tips on staffing
๏ Make it part of the job description
๏ Provide clear evaluation criteria
๏ Expect autonomy
๏ Recognize the new workload
๏ Integrate with communications: it’s not a technical position
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
59. 41
Do you have the resources?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
60. 42
Costs
๏ Content creation on a regular basis
๏ Setting up site
๏ Monitoring
๏ Reporting
๏ Opportunity cost
๏ Production
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
61. How does social media fit into a larger
43
marketing/communications strategy?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
62. 44
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
63. others Influencers self
advertising
direct (email, print, phone, etc.) influencers
search
influencers
social media/peers
web site
Enrollmen
Attention Interest Refinement Application Acceptance
t
“getting on the radar”“making it on the list” “making the cut” “taking the plunge” “decision time!”
• experience • cost • financial aid availability • financial aid availability • financial aid offer
• reputation • geography • campus visit • cost • other acceptances
• awareness • majors • personal experience • brand experience • ongoing personal contact
• 3rd party ratings • academics • academics • personal contact • peers
• peers • campus characteristics• campus characteristics • family influence
• family/influencers • peers • peers
objective Decision Factors individual
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 45
64. 46
Carton’s Law:
What Works Best Online is What Can Only Work Online
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
65. 47
Carton’s Law 2:
Technology Changes Quickly, People Change Slowly
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
74. 54
Managing the Conversation
๏ Plan
๏ Monitor
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
75. 54
Managing the Conversation
๏ Plan
๏ Monitor
๏ Evaluate
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
76. 54
Managing the Conversation
๏ Plan
๏ Monitor
๏ Evaluate
๏ Engage
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
77. 54
Managing the Conversation
๏ Plan
๏ Monitor
๏ Evaluate
๏ Engage
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
78. 55
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
79. 56
The 5 big questions
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
80. 56
The 5 big questions
1.Why are we doing this?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
81. 56
The 5 big questions
1.Why are we doing this?
2.How does it fit into our institutional mission and
strategic plans?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
82. 56
The 5 big questions
1.Why are we doing this?
2.How does it fit into our institutional mission and
strategic plans?
3.Who is going to maintain it?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
83. 56
The 5 big questions
1.Why are we doing this?
2.How does it fit into our institutional mission and
strategic plans?
3.Who is going to maintain it?
4. How are we going to pay for it?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
84. 56
The 5 big questions
1.Why are we doing this?
2.How does it fit into our institutional mission and
strategic plans?
3.Who is going to maintain it?
4. How are we going to pay for it?
5.What are we going to do less of?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
86. 58
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
87. 58
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
88. 58
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
89. 58
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
90. 59
Lessons of Generation TXT
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
91. 59
Lessons of Generation TXT
๏ Things have changed. Drastically.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
92. 59
Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
93. 59
Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
94. 59
Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ More information is better...they’re going to find it out anyway.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
95. 59
Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ More information is better...they’re going to find it out anyway.
๏ Accountability is a must.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
96. 59
Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ More information is better...they’re going to find it out anyway.
๏ Accountability is a must.
๏ Authenticity is a given. “Three Under a Tree” ain’t gonna work anymore.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
97. 59
Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ More information is better...they’re going to find it out anyway.
๏ Accountability is a must.
๏ Authenticity is a given. “Three Under a Tree” ain’t gonna work anymore.
๏ It’s about the experience.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
98. 59
Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ More information is better...they’re going to find it out anyway.
๏ Accountability is a must.
๏ Authenticity is a given. “Three Under a Tree” ain’t gonna work anymore.
๏ It’s about the experience.
๏ Think individuals, not audiences
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
99. 60
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com