1. Making Social Media Work
Tim Hay-Edie
Pilot Simple Software
Britcham Breakfast Briefing
July 13, 2011
© Pilot 2011 www.pilot.com.hk

2. Social Media (Extreme) Example
• Jay Outway
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3. Social Media (Extreme) Example
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4. Social Media (Extreme) Example
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5. Social Media Changes Everything
• for the first time media
• is interactive
• barriers to entry low
• about long term relationship
• content is (still) king
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6. Social Media Options
© & courtesy Raining Frogs
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7. Social Media Options (HK)
© & courtesy Raining Frogs
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8. Social Media Strategy
• business objectives
• brand building
• lead acquisition
• sales
• customer service
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9. Social Media Strategy
• ROI
• brand building $
• lead acquisition $$
• sales $$$
• customer service $$
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10. Social Media Strategy
• analytics
• brand building ?
• lead acquisition ??
• sales ???
• customer service ??
first let’s look at some examples
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11. Social Media Strategy - Example 1
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12. Social Media Strategy - Example 1
Britcham’s Twitter Feed
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13. Social Media Strategy - Example 1
• Britcham in Hong Kong website
• considerable amount of content that could be
disseminated through other channels
• limited resources
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14. Social Media Strategy - Example 1
• Britcham in Hong Kong
• objectives
• serve its membership
• increase its membership
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15. Social Media Strategy - Example 1
• Britcham in Hong Kong
• competitive analysis
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16. Social Media Strategy - Example 1
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17. Social Media Strategy - Example 1
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18. Social Media Strategy - Example 1
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19. Social Media Strategy - Example 1
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20. Social Media Strategy - Example 1
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21. Social Media Strategy - Example 1
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22. Social Media Strategy - Example 1
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23. Social Media Strategy - Example 1
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24. Social Media Strategy - Example 1
Submitting Tweets from Britcham
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Submit Tweet
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
Text about this. Text about this. Text about this. Text about this.
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25. Social Media Strategy - Example 2
• PoshPile
• website (US, HK, CN, TW, MY, PI, TH, NZ)
• youtube
• facebook (customer service)
• facebook promotions
• blog
• twitter
• ...
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26. Social Media Strategy - Example 2
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27. Social Media Strategy - Example 2
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28. Social Media Strategy - Example 2
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29. Social Media Strategy - Example 2
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30. Social Media Strategy - Example 2
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31. Social Media Strategy - Example 3
• Meguiar’s
• website(s)
• youtube
• youku
• facebook
• twitter
• ...
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32. Social Media Strategy - Example 3
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33. Social Media Strategy - Example 3
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34. Social Media Strategy - Example 3
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35. Social Media Strategy - Example 4
• Timeout.com.hk
• website
• twitter
• facebook
• facebook promotions
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36. Social Media Strategy - Example 4
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37. Social Media Strategy - Example 4
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38. Social Media Strategy - Example 4
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39. Social Media Strategy - Example 4
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40. Social Media Strategy - Example 5
• PacSafe.com
• website
• facebook (customer service)
• facebook promotions
• blog
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41. Social Media Strategy - Example 5
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42. Social Media Strategy - Example 5
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43. Social Media Strategy - Example 5
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44. Social Media Strategy - Example 5
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45. Social Media Strategy - Example 6
• TwoSteps.com
• website
• linkedin (groups)
• twitter
• facebook
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46. Social Media Strategy - Example 6
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47. Social Media Strategy - Example 6
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48. Social Media Strategy - Example 6
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49. Social Media Strategy - Final Example
• Pilot.com.hk
• website
• linkedin (corporate)
• twitter
• slideshare
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50. Social Media Strategy - Final Example
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51. Social Media Strategy - Final Example
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52. Social Media Strategy - Final Example
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53. Social Media Strategy
• putting together a team
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54. Social Media Strategy
• putting together a team
• define business objectives
• define ROI
• competitive analysis
• set up analytics
• set up required platforms
• ...
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55. Social Media Strategy
• content management policy
• subjects / themes
• branding
• editorial policy
• voice
• spelling
• crediting references
• publishing deadlines
• responding to criticism
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56. Social Media Strategy
• tips for social media branding
• discover your brand before you communicate it
• re-branding is always more work
• consistent logo, motto, theme
• give your SM brand a personality
• protect your brand
• register everything
• tools to manage your online reputation
• Google.com/alerts, backtype.com, tweetdeck
© Pilot 2011 www.pilot.com.hk

57. Social Media Strategy
• tips for content generation
• be authentic
• un-edited, have personality
• be transparent
• acknowledge screw ups, talk about CSR
• be engaged
• give suggestions, solicit suggestions
• react in realtime
• have a long term view
© Pilot 2011 www.pilot.com.hk

58. Social Media Strategy - Conclusions
• define business objectives
• consider investment (& ROI)
• set up / check analytics
• carry out competitive analysis
• put together a team
• set up your SM platforms
• set out SM content management policy
• create great content (to order)
• repeat
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59. Social Media Strategy - Conclusions
• huge topic
• top of my reading list
The Facebook Era by Clara Shih
“tapping online social networks to market, sell and
innovate”
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60. Social Media Strategy - Conclusions
• web developer
• PR agency
• branding consultant
• ...
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