Social media strategy presentation delivered to the Calgary Building Owners and Managers Association (BOMA) in at a June 2011 luncheon at the Palliser hotel in Calgary AB Canada.
16. Social Media Adoption Curve
• collabora&on
• rela&onships
• par&cipa&on
• broadcast
• take
value
→
add
value
• observa&on
• educa&on
• 1-‐way
→
2-‐way
• social
media
experience
• November
2008
18. Now!
• Low risk in early pilot projects
• Secure brand before gold rush over
• Lurking = market research
• Make mistakes while audience relatively
unsophisticated
• Take part in shaping public opinion
• Access to labour, capital
• Must do pre-flight checklist if nothing else
20. Why?
• Sales – sample the product
• Service – help desk/support mechanism
• Social – create a community for your
building, charity drives, bake sales,
Stampede, announcements
• Society – Corporate Social Responsibility,
LEED
• Staff – recruiters access the passive
candidates
21. Common objections
• “Our audience isn’t on social media”
• “We don’t sell to consumers”
• “People will say mean things”
• “We don’t have time/resources to deal with
social media”
• “IT won’t let us”