Five Ws of Social Media for Building Owners and Managers
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Social media strategy presentation delivered to the Calgary Building Owners and Managers Association (BOMA) in at a June 2011 luncheon at the Palliser hotel in Calgary AB Canada.
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Five Ws of Social Media for Building Owners and Managers
- 1. The Five Ws of Corporate Social Media June, 2011 by Doug Lacombe, MBA
- 2. Agenda • The Five Ws of social media – Who – What – Where – When – Why • And how … • Q&A
- 3. Social Media Revolution http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
- 4. Is anybody out there? WHO?
- 6. Trends – Fortune 100 http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/Posts/Post.aspx?ID=254
- 7. Trends – Fortune 100 http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/Posts/Post.aspx?ID=254
- 8. Trends – Investor Relations http://www.brunswickgroup.com/Libraries/Reports/Digital_Media_2010_FINAL.sflb.ashx
- 9. Trends – Business Journalists http://www.brunswickgroup.com/Libraries/Reports/Social_Media_-_among_busmedia_web_version_zls.sflb.ashx
- 10. Types of social media WHAT?
- 11. The “Big 6” Storage Conversation
- 12. Relationship to other media WHERE?
- 14. Trends
- 15. Media Types Paid media Earned media Owned media
- 16. Social Media Adoption Curve • collabora&on • rela&onships • par&cipa&on • broadcast • take value → add value • observa&on • educa&on • 1-‐way → 2-‐way • social media experience • November 2008
- 17. Is the timing right? WHEN?
- 18. Now! • Low risk in early pilot projects • Secure brand before gold rush over • Lurking = market research • Make mistakes while audience relatively unsophisticated • Take part in shaping public opinion • Access to labour, capital • Must do pre-flight checklist if nothing else
- 19. Can’t we sit this out? WHY?
- 20. Why? • Sales – sample the product • Service – help desk/support mechanism • Social – create a community for your building, charity drives, bake sales, Stampede, announcements • Society – Corporate Social Responsibility, LEED • Staff – recruiters access the passive candidates
- 21. Common objections • “Our audience isn’t on social media” • “We don’t sell to consumers” • “People will say mean things” • “We don’t have time/resources to deal with social media” • “IT won’t let us”
- 22. Where do we start? HOW?
- 23. Safety first before you engage … PRE-FLIGHT CHECKLIST
- 24. Pre-flight B.U.M.P. • Brand • Understand • Monitor • Policy
- 28. Strategy
- 30. Hub & Spoke http://www.n5r.com/blog/bid/52188/Blog-vs-Facebook-Which-Should-Be-Your-Social-Media-Hub
- 33. Takeoff • Pre-flight checklist: – Secure your brand – Understand and train your staff – Buy a monitoring service – Develop a policy • Develop your POST framework: – People & stakeholders – Objectives, KPIs, & Measurement – Strategy – Technology & Workflow • Editorial calendar & assignments • Measure, assess, refine
- 34. Questions? Doug Lacombe doug@communicatto.com