strategic social media management march 2010

STRATEGYSTRATEGYSTRATEGYstrategy

strategy

strategy

STRATEGY

STRATEGY

s t r a t e g y

Strategic Social Media ManagementKami Watson Huyse, APR

Presented for:

SITUATION AUDIT

Communication Audit

• Apply POST process to each vehicle• Spreadsheet: Time and budget• Where can social improve

tools and processes?• Where can social supplement

these tools and processes?

Charting

Environmental Scan• Stakeholders• Influentials • Vocal Bystanders• Determined Detractors• Competitors

OVERCOMING OBJECTIONS

“We always think of failure as the antithesis of success, but it isn't. Success often lies just the other side of failure.” Leo F. Buscaglia (American author and speaker, 1924-1998)

Senior Management

Cultural Integration

StrategyCommunication,

Sales

Culture

Do your HOMEWORK

Build a viable BUSINESS CASE

Manage Risk

From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4

Analyze Opportunities

1 • Competitive Advantages• Profit, positioning, insights

2• People Talk Anyway• Employees, customers,

competitors, detractors, drive-by onlookers

3• Early Warning and

Relationships• SEO, silence is guilt, no direct

channels

4• Marketplace

Opportunities• Evangelists, feedback, reviews,

ratings, loyalty

From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5

Mayo Clinic

GoDaddy and NetSol

Correlate: Engagement dB

Altimeter and Wet Paint, 2008

Revenue Growth

Financial Performance

Backdoor Blog

BECOME A REPORTER

Owned

EarnedPaid $

Integrated Media

Editorial Strategy

• Stakeholder Mapping• Value Proposition• Editorial Mission• Content Plan• Vehicle Choice

Own Up

“Ask not what your [community] can do for you, but what you can do for your [community]”

Relational Objectives

Interests of Organization

Interests of Community

Context

Social Environment

From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r

Based on Communication Process Model, Wilbur Schramm

CSR – Approach 1

“Pledge to End Hunger” SxSWi – 2 influencers (@Kanter and @ChrisBrogan)– 140 kids per click– Results: 140,000 lbs of food to Austin and 560,000 lbs. in

other states

CSR – Approach 2

Tide – “Feeding America” partnership– 150 influencers– Tide T-Shirt Sale $20 (donate portion of proceeds)– Results: 2,000 T-shirts purchased, avg. of 13 per spokesperson

and general derision

Social Media Ecosystem

The Trust Principle

“The Secret, and it is not a big one, is to BECOME TRUSTWORTHY. You accomplish this over a period of TIME with Words, Actions and Deeds that allow trust to be built.”

-Little Teal Book of Trust, Gitomer

HUMAN RESOURCES

On Junior Staff…

agilliam Says: October 12, 2008 at 9:33 am

“I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by MySpace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”

The Social Media Team

Social Media Guidelines

• Comfort level• Structure• Leverage

Laws and Regulations

• Fair Use• Intellectual Property• Defamation• FTC Guidelines• Internal Revenue Service• Field-specific

On Lawyers…“The Best Way to Deal with

Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.”- Guy Kawasaki, “The Art of Partnering”

MEASUREMENT AND OBJECTIVES

Setting Measure Objectives

requires asking

How MANY by WHEN?

WHAT do you hope to ACHIEVE?

Measure THAT

What to Measure

Action

AttitudesInterests

Peg to Existing Tools• Survey customers and/or service and satisfaction? • Survey donors? • Track visitors to your Web site? • Have a Secret Shopper service or other quality control

mechanism? • Track visitation to events, seminars or occasions? • Have an industry organization that does

measurement/research valid to your organizational objectives?

• Have a database of key stakeholder information that could be cross tabulated in Access or another program?

Measurement Tools

• Analytics – Google Analytics, Web Trends

• Mentions –Google blogs, Ask.com blogs

• Paid tools for analysis – Radian6, Do-It-Yourself Dashboard, BuzzStream and many others

• Traditional Tools - Surveys, polls, focus group research

• Grunig Relationship Survey – Institute for Public relations Research

Measuring Relationships

• Control Mutuality • Trust • Satisfaction • Commitment • Exchange Relationship • Communal Relationship

Survey by Linda Childers Hon and James E. Grunig, Institute for Public Relations

Blog Engagement• Number of unique users• Returning versus new readers• Referring source statistics• Links from other sites• Google PageRank• The ratio of blog comments to blog posts (where

applicable)• Total time spent on the site• The popularity of the content itself, which gets the most

views

Benchmark to Competitors

Sentiment Analysus

@netsolcares

Trackable Offers

Conversation?

@lettergirl

#journchat

BIBLIOGRAPHY– Naked Conversations, Robert Scoble and Shel Israel– The New Rules of Marketing and PR, David Scott

Meerman– Measuring Public Relationships: The Data-Driven

Communicators Guide to Success, KD Paine (purchase at www.measureofsuccess.com)

– Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back, Rohit Bhargava

– Groundswell, Charlene Li and Josh Bernoff– Twitterville, by Shel Israel

Kami Watson Huyse, APRPresident and COO

@kamichat

Phone: (713) 568-5750E-mail: kami@zoeticamedia.comBlog: Communication Overtones,

www.kamihuyse.comWeb site: www.zoeticamedia.com

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