1. Online Strategy
What do you want?
What does increased web presence look
like to you?
What will that do for you?

2. What is Social Media
• Forums and Online Communities
• Blogs www.damonvickers.com - RSS FEEDS
• Social Networks (Facebook, LinkedIn)
• Media Sharing (YouTube, Flicker)
• Social Bookmarking (del.icio.us)
• Microblogging (Twitter)

3. THE CLUETRAIN MANIFESTO
A powerful global conversation has begun.
Through the Internet, people are discovering and
inventing new ways to share relevant knowledge
with blinding speed. As a direct result, markets are
getting smarter—and getting smarter faster than
most companies.
• To have better control of your brand, you must
participate in these online conversations.
• Once they are triggered you have to stick with
participation.

4. Risks of Non Defined Strategy
• An example
• People talk about your in a bad way
• You don’t know how to answer so you reply
anonymously
• An influential blogger realizes this and buzzes about it
• The buzz increases
• You lose control and decide to respond openly…to late
• You set a bad image and now you have to deal with
crisis management
RESULT: You lose the opportunity to express
yourself easily. You lose time and credibility.

5. How Do You Define Stategy
• What are your objectives?
• What do you hope to accomplish with social media?
• What are you hoping to highlight about your brand?
• Define your audience.
• Whom are you trying to reach through social media?
• How would you connect your audience with your goals?
• Who are the stakeholders in your organization who can engage
with the online community?
• Content management
• Where are you going to get your content?
• How will you define what is appropriate content?

6. Implement Strategy
• Get online and meet with users
• Set up your collaborative tools (blogs, forums,
Facebook)
• Connect with your community.
• Replay campaigns on the Internet.
• Engage users in buzz (actively seek evangelism)
• Trigger conversations
• Develop an honest and viral state of mind

7. Media and Patients
• Read all conversations about your brand
• Participate in conversations about your
brand
• Respond quickly for stronger effect.
• Share quality content
• One type of media or one profile is not
enough to see effects
• You will only see small changes in
beginning

8. Measure Success (alas Metrics)
• What to look for?
• Number of quality blog posts
• Number of quality comments
• Number of links from other sites to your brand
• Number of posts quoting or linking to your
brand
• How to see it?
• Subscribe to Google alerts
• Subscribe to Google analytics
• Subscribe to feed burner