Social Web Strategy Development

1. Web 2.0 strategy development Martin Kloos oktober 2008

2. Contents - - Social trends Examples of a telecom provider Opportunities Social Web strategy development Plan of Approach

4. We tend to trust the opinions of strangers and our network more and more - - Source: Universal McCann, September 2008

10. Different types of social strategies can be applied to support your customers - - Your choice of the right social web strategy depends on the technographic profile of your (potential) customers as well as the social web maturity of your company. Social strategies based on Groundswell (2008) and Jaffe (2007) Traditional counterpart Social Strategies Typical Solutions / Offerings Research Listen : Find out what customers are really saying in order to understand them better. Social media monitoring - Online Customer Insights Marketing Talk, respond and join : Spread messages about a company and be responsive Use of blogging, wikis, twittering, joining existing communities, webcare, internal social networks Sales Energize : Get a company's best customers to evangelize its products. Marketing effectiveness, customer insights, ratings and reviews, customer feedback Support Support : Help customers support each other to solve each other’s problems. Customer Service 2.0 through ideation, Get Satisfaction like platforms Development Embrace : Integrate customers into the way a business works, including using their help to design products and improve processes. Online community building, ideation – open innovation, internal social networks Typical Social Web Strategies

11. Approach, build your strategy around POST method - - Method Explanation Examples P eople Assess your customers’ social activities Adjust your social strategy to the capabilities and technographic profile of your audience O bjectives Decide what you want to accomplish Want to listen, talk, energize, support, evangelize, embrace? S trategy Plan for how relationships with customers will change What will be different when done? Closer, two-way relationships, positive talk, focus groups, increased customer / product insights? T echnology Decide which social technologies to use Creating ; blogs, user-generated content, podcasts Connecting ; social networks and virtual worlds Collaborating ; wiki’s and open source Reacting ; forums, ratings and reviews Organizing content ; tags Accelerating consumption ; rss and widgets

12. A social web strategy should fit within existing business and internet strategy - - Source: Research (2008) On Web strategy Roadmap Development