2. Agenda for today:
10 – 11 How to develop a strategy for social
media in your organization (or for
yourself)
11 – 11.15 Coffee break
11.15 - 13 Work on the social media strategy
13 – 14 Lunch break
14 – 15 Work on the social media strategy
15 – 16.15 Present your strategy
16.15 - • Evaluation and upload to Podio
• Certificates
• Pizza party
6. Core Business -> Analysis
Questions:
1. Are our products or services becoming
digital?
2. Are there competitors who use digital
tools better than we?
3. Would our customers/followers prefer
to use digital products
4. Can our products or services potentially
be made by people outside of our
organization?
5. Could we involve our
customers/followers in the creation of
our products/content?
6. Do our competitors use non-
professionals to produce products or
content?
7. Consider that some parts of your
services/products/content are
becoming digital and user generated
whereas others are not.
7. Core Business -> Strategy
Questions:
1. What should we do about it?
2. We are not affected by digitization or
user generation -> Do nothing!
3. We are affected and our competitors
are very active -> Start making a
strategy.
4. Think about what parts of your
product/service can be digitized.
5. Think about areas where you can
involve non-professionals in your
product/services.
8. Core Business -> Concepts
Examples:
”We have a lot of knowledge in our organization that we would like
to share with the rest of the world”
• Create a blog
• Create a Youtube channel for video content on the blog
• Spread the word of the blog via Twitter, Facebook and Google+
”We are working with partners on many different projects. We
would like to be better at incorporating partners in our projects”
• Investigate social collaboration platforms or customized social
networks (Ning, Mixxt, etc.)
• Choose a relevant platform (ie. Podio)
• Implement Podio in your organization
10. Communication -> Analysis
Deportalization: Transparency:
• Do people talk about the organization or • Is the organization already transparent?
your subject area in the social media? • Are there legal/political limits to
• Are your competitors already present in transparency?
this universe? • How can we quickly start to become
• Understand how to become interesting! transparent?
• Understand the relevant platforms! • What opportunities are there to invite
• Learn to speak the right language! customers/partners inside the
company?
11. Communication -> Strategy
How much do you expect to be
able to involve your
customers/followers?
Based on this decide on the
most relevant communication
strategy
Often organizations will use
several of these strategies at
the same time.
12. Communication -> Concepts
Examples:
”We want ordinary people to send us video footage from
demonstrations or rallys”
• Create a Youtube channel where you upload videos that people
have sent to you
• Promote the Youtube channel via Twitter, Facebook and Google+
• Consider creating a Pinterest board with the videos.
”Whenever we do conferences or meetings we would like people to
give us feed-back on the quality of the event”
• Give people a Twitter hash tag and ask them to use that when
they evaluate the conference on Twitter
• OR create a Facebook page and ask people to rate the event here
• Make sure that the feed-back is used to improve the next event!
14. Organization -> Challenges
What is needed from your Where can you expect to
organization to achieve meet resistance in the
your strategy? organization?
• New organization • Are there people in the
structure? organization who will resist
• Internal communication? your new strategy?
• Education? • Is your organization ready
for the new strategy?
• Hire new people?
• Is your technology ready
• Fire people?
for the new strategy?
• Is your management ready
for the new strategy?
15. Your turn!
Develop a social media
strategy for your organization
And present it for all of us in
the afternoon
