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Some Thoughts on Integrating Social Media into Your Strategy<br />Social media is not a strategy; it’s a vehicle with which to enact your strategy<br />Ayelet Baron<br />October 2009<br />

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THE TOOLS ARE OUT THERE<br />WHAT ARE YOUR GOALS?<br />WHAT IS YOUR INVESTMENT?<br />WHAT DOES SUCCESS LOOK LIKE?<br />http://www.flickr.com/photos/stabilo-boss/93136022/<br />

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Key Takeaways<br />Identify the relationships you want<br />Select and target the tools<br />By having strong relationships, engage in call to action<br />

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Welcome to the New Normal …<br />How do I work better with MY PARTNERS AND SUPPLIERS?<br />How can I do MORE WITH LESS? <br />I need to MOVE FASTER. <br />I want to use my iPhone FOR WORK. <br />There’s TOO MUCH INFORMATION!<br />How do I get to know my customersWITHOUT TRAVEL?<br />How do I BALANCE WORK WITH MY PERSONAL LIFE? <br />

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… and It’s Business Impact<br />I need CLOSER RELATIONSHIPS with my partners.<br />This market is moving TOO FAST for us. <br />My IT budget is STRETCHED already. <br />Our time to market is TOO SLOW. <br />We are MISSING OPPORTUNITIES.<br />I’m worried about CUSTOMER SATISFACTION.<br />My team needs the same APPLICATIONS AT HOME. <br />

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Consumers dictate<br />PRE MEDIA AGE<br />MASS MEDIA AGE<br />SOCIAL MEDIA AGE<br />Personal blog<br />Comments on blogs<br />Talk face to face<br />Social network page<br />Comments on websites<br />Phone call<br />Talk face to face<br />Widgets<br />Viral emails <br />Talk to shop worker <br />Phone call<br />Consult a professional<br />Video sharing site <br />Auction websites <br />Talk face to face<br />Talk to shop worker <br />Photo sharing site<br />Wish lists<br />Readers Letters<br />Talk to shop worker <br />Consult a professional<br />Chat rooms<br />Ratings on retail sites<br />Phone in; TV / Radio<br />Readers letters<br />Message boards<br />Reviews on retail sites<br />SMS<br />Phone in; TV / Radio<br />Government, monarchy, religious institutions dictate the agenda<br />Social Bookmarking<br />Price comparison sites<br />Email<br />Professional media dictate<br />Chat room<br />Social shopping sites<br />Instant Messenger <br />Influence Revolution<br />Universal McCann, When Did We Start Trusting Strangers? <br />

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COMMUNICATIONS MEDIA<br />SOCIAL MEDIA<br />Space defined by Media Owner<br />Brand in control<br />One way / Delivering a message<br />Repeating the message<br />Focused on the brand<br />Entertaining<br />Company created content<br />Space defined by Consumer<br />Consumer in control<br />Two way / Being a part of a conversation<br />Adapting the message/ beta<br />Focused on the consumer / Adding value<br />Influencing, involving<br />User created content / Co-creation<br />Source: Neil Perkin ‘What’s Next in Media’ (Slide 9)<br />

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SUDDENLY MEDIA IS A MASS OF CONVERSATIONS<br />AND YOU CAN’T CONTROL THEM<br />

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SOCIAL MEDIA MAY BE HERE TO STAY<br />BUT THE TOOLS ARE TEMPORARY<br />&quot;Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it&apos;s not.“<br />Seth Godin<br />Image: http://www.gapingvoid.com/<br />

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“It’s about relationships”<br />Andrew Rogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/<br />

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CREATE CONTENT THAT IS REMARKABLE<br />If the web is a mass of conversations, then get talked about<br />Create content that is worth passing on<br />Make it as easy as possible for your supporters to find it and spread the word<br />http://www.flickr.com/photos/oldflints/<br />

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Track Impact<br />Engage<br />Target<br />Strategy<br />Identify key areas of synergy between in person and online<br />Identify your key stakeholder groups<br />Identify points of integration into the current strategy<br />Identify clear success metrics upfront<br /><ul><li>What is the overall process flow of activities?

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What is your engagement strategy?

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How can you connect offline activities with online activities?

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Who are the key targets?

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What are their preferences in terms of engagement?

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What social media tools do they use?

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What do they pay attention to?

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Where can social media play a role in delivering and enabling your strategy? Where can you integrate/insert it strategically?

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What do you need to stop doing, start doing and continue doing?</li></ul>Incorporating Social Media in Your Strategy<br /><ul><li>What are your top 3 success criteria for an effective integration of social media?

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How will you track and monitor them?</li></li></ul><li>Changing the Way We Engage and Collaborate<br />Collaborative Tools<br />Text<br />Voice, Video<br />Video Social Networking<br />Many<br /> Social Networking<br />Video on Demand<br /> Discussion Forums<br />Unified Communications<br />Wikis<br />Contact<br />Center<br />Blogs<br />Number of Stakeholders<br />Email<br />Conferencing<br />IM<br /> TelePresence<br /> Documents<br />One<br /> Vmail<br />There are many tools out there but being able to target them and use many of them is key <br />

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Video is HereIt’s on the Social Web<br />A picture is a thousand words, Video says it all<br />“In person” experience<br />64% of communication is non-verbal1<br />One third of the human cortex is<br />dedicated to vision2<br />1Kandola, Pearn “The Psychology of Effective Business Communications in Geographically Dispersed Teams”, Cisco Systems, September 2006<br />2Vision Group Research, FMRIB, University of Oxford, UK<br />

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Use Targeted Twitter Apps: One Stop Shopping<br />http://oneforty.com/<br />http://crumpleitup.com/tps/<br />

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What’s Social Media All About?<br />It’s about knowing<br /><ul><li>Where the conversations are happening

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What’s your share of the conversation

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What are the conversations that you could / should be in

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Who are the key influencers who can help build your brand</li></ul>It’s about expanding your news flow<br /><ul><li>Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)</li></ul>It’s about understanding communities<br /><ul><li>Which groups, forums and networks matter

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Who drives share of conversation in these communities

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What are the next steps in driving relationships</li></ul>It’s about leveraging existing content and improving your natural search<br />Source: http://www.slideshare.net/neville<br />

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Start Here<br />Listen<br />Give up control<br />Be natural<br />Make a commitment<br />Be where your stakeholders are<br />Learn to deal with negativity<br />Be humble<br />Listen<br />Source: http://www.slideshare.net/neville<br />

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Some Final Thoughts<br />Transparent Communication is Key<br /><ul><li>The era of gatekeepers controlling the distribution of information is over

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Press releases have a place in communicating key messages but they should be integrated with other social media tools

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No one can control what is said about you. As consumers have a voice and a means to make themselves heard, it is up to you be out there to listen, track and respond

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It is now about being open, honest and transparent. You can no longer control</li></ul>Be Part of the Conversation<br /><ul><li>Identify the right resources in your organization who are responsible for driving interaction, input and community for your organization

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Assess the social media tools in terms of your goals and be present where it makes sense to be part of the conversation</li></ul> Everybody Matters<br /><ul><li>Everybody is an influencer today</li></li></ul><li>Some Final Thoughts<br />Reach Out to the Community<br /><ul><li>Identify and reach out to bloggers, video creators, podcasters. They are constantly seeking content

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Build relationships by engaging with the people who are talking about your organization and issues in your field</li></ul>Be Ready for Everything and Anything<br /><ul><li>The “build it they will come” mentality only works in the movies

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Don’t assume that by creating a social media presence, everyone will participate. There are many abandoned online communities out there so make sure you put together a plan for each tool you plan to use</li></ul>It’s About Two way Communication / Being a Part of a Conversation<br /><ul><li>Listen. Social media about people's relationships with you

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Get involved. Social media is about conversation and building relationships. It takes investment and effort. Don't just talk about your organization. Ask questions, engage people and share information through links

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Focus on the long term. It takes time to get results and build relationships. It's about trust and connecting with others</li></li></ul><li>If you want to know what technology will change the world, watch young mothers and don&apos;t watch teenage boys - young mothers have no time for any technology that isn&apos;t useful and doesn&apos;t work.<br />Clay Shirky, 2005<br />Dan Thornton, Bauer…http://thewayoftheweb.net/<br />Pic by skeddy in NYC on Flickr (CC Licence) <br />