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Teasing Out a Social Media Strategy

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Linda Zimmer
Linda Zimmer

Presented to: Space and Naval Warfare Systems Command Admiral Kidd Club August 17, 2010

Business
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Linda Zimmer Teasing Out a Social Media Strategy
Today’s Necessities?
Web Presence Web Site Twitter Facebook
Web Presence
Digital Presence
How to make a splash in social media Video
Hip Effective Moving Engagement Interactive Meaningful Innovation Channels Recognition Awareness Traction New Touch Points Fresh Ideas SEO Leads What YOU Want From Social Media
Planning My Vacation What I Want From Social Media Part 1: Research Part 2: Planning Part 3: On The Go Part 4 Sharing Hat tip: Ben Parr, Mashable
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Personal Mediasphere Communicate Create Consume Connect My World, My Space Mydomain.com Source: Mark Krynsky, Mindomo
Pew State of the Media 2010 It’s all Snack Media 7%: use a single news platform. SEARCH is news reading habit: headline, byline and first sentence only. News is social activity centered in social networks.
CNN President, Jonathan Klein “ The competition I’m really afraid of are social- networking sites.” That threatens to pull people away from us. The people you’re friends with on Facebook or the people you follow on Twitter are trusted sources of information. Well, we want to be the most trusted name in news.”
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Which Tool Do I Use? Wrrrong Question
Right Question What value can we get from social media?
Social Media: A Few Valuable Reasons Customer Insight Activating People Listening to Customers Word-of-Mouth Talk with Stakeholders Location-aware Communication Customer Service/Care Socializing News Building a Community Support Customers Collaborating Social Commerce Build Trust Crowdsourcing Personal Communication Promotion Real-time Communication Utility
[object Object],[object Object],[object Object],[object Object],The Social Media Ultimate Noooow I’ve “Got It!” Statement.
Please watch the Video http://www.youtube.com/watch?v=ypmfs3z8esI
The Social Media Strategy Steps 1. What value do we get from social media ? 2. Who are the people we want to reach ? 5. What will measure how well we did ? 3. What does the community have in common ? ( social object? ) 6. What are the channels & platforms ? 4. How will we make the social object shareable ? 7. What resources do we will need ?
 
 
www.facebook.com/bestbuy
www.facebook.com/KrispyKreme
The Social Media Strategy Steps 2. Who are these people we want to reach?
Paid Services Audience Search Tools
TECHNOGRAPHICS: Behavior in Social Networks Broadly classifies people according to how they use social media/technologies
The Social Media Strategy Steps 3. What is the social object ? (What is it these people share or have in common?)
The Social “Object” is what connects together these particular people. A thing or experience Lifestyle Idea or Cause Status/Reputation
The Social Media Strategy Steps 4. How will we make the “social object“ shareable ?
How People Share in Social Media
Share buttons makes content shareable
The Social Media Strategy Steps 5. What will measure how well we did?
Biggest Social Media Measurement Mistake ,[object Object]
Goal versus Objective ,[object Object],[object Object]
SMART Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],Clear objectives are THE KEY to making social media measurable!
Example SMART Objectives ,[object Object],[object Object],[object Object],[object Object]
Measures of Success: Some evidences of achieving goals Blog Posts & Comments Tone of Comments Number of Groups Referrals Completed Profiles Tags Reduced/Increased Calls Share of Positioning Share of Rants Impact on Reputation Ideas Generated Time-to-Recruit Rankings Reviews Links Media Coverage Search Engine Ranking Network Growth Rate Web Traffic Impact Increased Customer Satisfaction Share of Visibility
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A Few KPI’s of a Social News Initiative
Adapted from Journal of Interactive Advertising
The Social Media Strategy Steps 6. What will be the channels & platforms ?
Each platform has its own character.
MicroBlogging What is it good for? Talking with Listening | Insight Customer Care News Distribution Promotion Activating Managing
Media Sharing Venues What are they good for? Rich Media Channel Multimedia Engagement Joining | Creating Interest Groups Promotions Conversation | Listening
Widgets What are they good for? Mini-portal to website Desktop Engagement Utility Mobility Alerts | Instant Push Messaging
The Social Media Strategy Steps 7. What are the resources we will need?
Digital Team Marketing Strategists Customer Service Social Media Specialists Technicians Digital Budget Content Development Engagement Monitoring Reporting Social Media Monitoring Tools & Analysis
The Social Media Strategy Steps 1. What value do we get from social media ? 2. Who are the people we want to reach ? 5. What will measure how well we did ? 3. What does the community have in common ? ( social object? ) 6. What are the channels & platforms ? 4. How will we make the social object shareable ? 7. What resources do we will need ?
Source: Geek and Poke Everyone is different. Socialize your strategies based on your community’s view , not your view.
Internal Communication 2.0 Watch this video! http://www.youtube.com/watch?v=H_jhLGxH-m4
Connecting with me: LinkedIn: www.linkedin.com/in/lzimmer Twitter: /lgzimmer New Media Training: modernmediainstitute.com t: 714.283.6206 Email: [email_address]

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Teasing Out a Social Media Strategy

  • 1. Linda Zimmer Teasing Out a Social Media Strategy
  • 3. Web Presence Web Site Twitter Facebook
  • 6. How to make a splash in social media Video
  • 7. Hip Effective Moving Engagement Interactive Meaningful Innovation Channels Recognition Awareness Traction New Touch Points Fresh Ideas SEO Leads What YOU Want From Social Media
  • 8. Planning My Vacation What I Want From Social Media Part 1: Research Part 2: Planning Part 3: On The Go Part 4 Sharing Hat tip: Ben Parr, Mashable
  • 9.
  • 10. Personal Mediasphere Communicate Create Consume Connect My World, My Space Mydomain.com Source: Mark Krynsky, Mindomo
  • 11. Pew State of the Media 2010 It’s all Snack Media 7%: use a single news platform. SEARCH is news reading habit: headline, byline and first sentence only. News is social activity centered in social networks.
  • 12. CNN President, Jonathan Klein “ The competition I’m really afraid of are social- networking sites.” That threatens to pull people away from us. The people you’re friends with on Facebook or the people you follow on Twitter are trusted sources of information. Well, we want to be the most trusted name in news.”
  • 13.
  • 14. Which Tool Do I Use? Wrrrong Question
  • 15. Right Question What value can we get from social media?
  • 16. Social Media: A Few Valuable Reasons Customer Insight Activating People Listening to Customers Word-of-Mouth Talk with Stakeholders Location-aware Communication Customer Service/Care Socializing News Building a Community Support Customers Collaborating Social Commerce Build Trust Crowdsourcing Personal Communication Promotion Real-time Communication Utility
  • 17.
  • 18. Please watch the Video http://www.youtube.com/watch?v=ypmfs3z8esI
  • 19. The Social Media Strategy Steps 1. What value do we get from social media ? 2. Who are the people we want to reach ? 5. What will measure how well we did ? 3. What does the community have in common ? ( social object? ) 6. What are the channels & platforms ? 4. How will we make the social object shareable ? 7. What resources do we will need ?
  • 20.  
  • 21.  
  • 24. The Social Media Strategy Steps 2. Who are these people we want to reach?
  • 25. Paid Services Audience Search Tools
  • 26. TECHNOGRAPHICS: Behavior in Social Networks Broadly classifies people according to how they use social media/technologies
  • 27. The Social Media Strategy Steps 3. What is the social object ? (What is it these people share or have in common?)
  • 28. The Social “Object” is what connects together these particular people. A thing or experience Lifestyle Idea or Cause Status/Reputation
  • 29. The Social Media Strategy Steps 4. How will we make the “social object“ shareable ?
  • 30. How People Share in Social Media
  • 31. Share buttons makes content shareable
  • 32. The Social Media Strategy Steps 5. What will measure how well we did?
  • 33.
  • 34.
  • 35.
  • 36.
  • 37. Measures of Success: Some evidences of achieving goals Blog Posts & Comments Tone of Comments Number of Groups Referrals Completed Profiles Tags Reduced/Increased Calls Share of Positioning Share of Rants Impact on Reputation Ideas Generated Time-to-Recruit Rankings Reviews Links Media Coverage Search Engine Ranking Network Growth Rate Web Traffic Impact Increased Customer Satisfaction Share of Visibility
  • 38.
  • 39. Adapted from Journal of Interactive Advertising
  • 40. The Social Media Strategy Steps 6. What will be the channels & platforms ?
  • 41. Each platform has its own character.
  • 42. MicroBlogging What is it good for? Talking with Listening | Insight Customer Care News Distribution Promotion Activating Managing
  • 43. Media Sharing Venues What are they good for? Rich Media Channel Multimedia Engagement Joining | Creating Interest Groups Promotions Conversation | Listening
  • 44. Widgets What are they good for? Mini-portal to website Desktop Engagement Utility Mobility Alerts | Instant Push Messaging
  • 45. The Social Media Strategy Steps 7. What are the resources we will need?
  • 46. Digital Team Marketing Strategists Customer Service Social Media Specialists Technicians Digital Budget Content Development Engagement Monitoring Reporting Social Media Monitoring Tools & Analysis
  • 47. The Social Media Strategy Steps 1. What value do we get from social media ? 2. Who are the people we want to reach ? 5. What will measure how well we did ? 3. What does the community have in common ? ( social object? ) 6. What are the channels & platforms ? 4. How will we make the social object shareable ? 7. What resources do we will need ?
  • 48. Source: Geek and Poke Everyone is different. Socialize your strategies based on your community’s view , not your view.
  • 49. Internal Communication 2.0 Watch this video! http://www.youtube.com/watch?v=H_jhLGxH-m4
  • 50. Connecting with me: LinkedIn: www.linkedin.com/in/lzimmer Twitter: /lgzimmer New Media Training: modernmediainstitute.com t: 714.283.6206 Email: [email_address]

Hinweis der Redaktion

  1. Social Media Revolution: http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
  2. Today Facebook and Twitter could be considered de-rigueur As outposts Difference is there is conversation going on in these spaces that need to be managed and maintained.
  3. Today Facebook and Twitter could be considered de-rigueur As outposts Difference is there is conversation going on in these spaces that need to be managed and maintained.
  4. Mass Audience Social Networks
  5. http://www.ted.com/talks/alexis_ohanian_how_to_make_a_splash_in_social_media.html
  6. What value can it bring to the business we do?
  7. IN other words what do I want to do with social media?
  8. http://www.youtube.com/watch?v=ypmfs3z8esI
  9. http://www.facebook.com/home.php#!/Williamsburg.Virginia?ref=ts http://gov2social.cloudapp.net/
  10. http://www.flickr.com/photos/library_of_congress/
  11. With the page’s Shop + Share tab, fans of the electronics retailer can browse and discuss Best Buy (BBY) products without leaving Facebook. http://www.facebook.com/home.php#!/bestbuy?v=app_110144381181&ref=ts
  12. The Krispy Kreme Doughnuts (KKD) page demonstrates that asking questions is an easy way to engage fans.
  13. www.sharethis.com
  14. http://www.youtube.com/watch?v=H_jhLGxH-m4