cu tomorrow: session#2 handout - develop your social media strategy
DESCRIPTION
Presentation outlining why social media is about people and the technology is secondary. You'll gain insight by monitoring what your audience is saying online, and how to create a social media action plan.TRANSCRIPT
HI, I’M BRENT DIXONYOUNG ADULT ADVISOR WITH FILENE
ONLINE STRATEGY NERD WITH REAL SOLUTIONS
FOUNDER OF THE HABERDASHERY
(let’s recap.)
SOCIAL MEDIA IS
DON’T LOOK AT PEOPLE LIKE THIS:
INTERACTIONS ARE GLOBALIZED
TAKEAWAY:
YOUR MEMBERS HAVE PARTICIPATORY ACCESS TO MORE CULTURES, EVENTS, AND
IDEAS THAN EVER BEFORE.
TAKEAWAY:
“CITIZENS” HAVE MORE CONTROL OVER THE MESSAGE THAN EVER.
NOW IS NOW /NOW IS FOREVER
TAKEAWAY:
YOU CAN LISTEN TO YOUR MEMBERS IN REALTIME, AND INTERACT WITH THEM IN
REALTIME.
THIS IS INCREASINGLY BECOMING THE EXPECTATION.
TAKEAWAY:
EVERYTHING YOU AND YOUR MEMBERS DO ONLINE (THE GOOD AND THE BAD)...
LASTS FOREVER.
PRODUCTION IS DEMOCRATIZED
“AS RECENTLY AS THE LAST DECADE, MOST OF THE MEDIA AVAILABLE FOR PUBLIC CONSUMPTION WAS MADE BY PROFESSIONALS.”
“...THOSE DAYS ARE OVER.”
-CLAY SHIRKY AT TED 2009
TAKEAWAY:
PRODUCTION & DISTRIBUTION COSTS ARE LESS
BUT...
ORIGINALITY & CREATIVITY IS THE NEW CURRENCY
IDEAS ARE REMIXED
TAKEAWAY:
ARE YOU ENCOURAGING REMIXES, AND MEMBER-DRIVEN CREATIVITY?
WHAT ABOUT CUSTOMIZATION OF MARKETING OR PRODUCTS?
FRIENDSHIP IS REDEFINED
TAKEAWAY:
MEMBERS ARE MANAGING MANY DIFFERENT TYPES OF RELATIONSHIPS.
MEASURE THE ACTIONS THE CREATE VALUE, NOT JUST THOSE THAT ARE
EASY TO MEASURE.
WHEN YOU “FRIEND” SOMEONE, KNOW WHERE YOU EACH FALL IN THE SPECTRUM.
LOCATION IS BOTHKEY AND IRRELEVANT
(key)
CHECKING IN WITH FOURSQUARE
Get a timeline of your friends’ check-ins to see what they’re doing
Foursquare will alert you if you’re near one of your friends is somewhere nearby
1) Users take a picture by pressing the button on the left
2) Verify that the image is readable
3) Upload with the button on the right.
4) WV United uses the your mobile phone number to apply it to the correct account.
(irrelevant)
ATTENTION IS FLEETING
MOVEMENT ISPERPETUAL
INSTEAD OF “KEEPING UP,”BUILD SYSTEMS FOR
COORDINATION.
TO MANAGE COOPERATIVE SYSTEMSCOORDINATION IS THE NEW PLANNING
COMPLEX ADAPTIVE SYSTEMS
SOCIAL NETWORKS ARE
COMPLEX
MANY COGS MOVING AT ONCE.
ADAPTIVE
REACTS TO CIRCUMSTANCES OVER TIME.
SYSTEM
THERE’S METHOD & PATTERNS TO THE BEHAVIOR.
YOU CAN’T PLAN BEHAVIOR, YOU COORDINATE IT.
COORDINATING PEOPLE TO SOLVE A PROBLEM.
SOCIAL MEDIA STRATEGY IS
OLD & BUSTED
ONE WAY COMMUNICATION.
CONTROLLING THE MESSAGE.
HUNTING & STALKING YOUR MARKET.
FOCUS ON AVERAGE CONSUMER.
NEW HOTNESS
COMMUNITY-DRIVEN.
HANDING OVERTHE MESSAGE
ENABLING YOUR MARKET.
NICHED AUDIENCES
TECHNOLOGY ISN’T
THE POINT.
is the new ?!
OMG,
...A DISTRACTION FROM STRATEGIC THINKING.
THE NOTEBOOK DOESN’T MAKE THE WRITER.
THE MIC DOESN’T MAKE THE SINGER.
THE CLUBS DON’T MAKE THE PLAYER.
PEOPLE ARETHE POINT.
QUESTION #1)
WHO DO YOU WANT TO REACH?
Fiskers
QUESTION #2)
WHAT DO YOU WANT TO ACCOMPLISH?
“...TO CLOSE THE FEEDBACK LOOP & IMPROVE OUR PRODUCTS.”
“...TO CREATE POSITIVE CHANGE IN THE COMMUNITY.”
“...TO BUILD AWARENESS AROUND A NEW PRODUCT.”
QUESTION #3)
HOW CAN YOU COORDINATE[#1] TO ACHIEVE [#2]?
“WE WANT TO CLOSE THE FEEDBACK LOOP & IMPROVE OUR PRODUCTS.”
“...TO CREATE POSITIVE CHANGE IN THE COMMUNITY.”
“...TO BUILD AWARENESS AROUND A NEW PRODUCT.”
“...TO BUILD AWARENESS AROUND A NEW PRODUCT.”
QUESTION #4)
HOW WILL YOU MEASURETHE RESULTS?
MEASURE:ACCOUNT OPENINGS, BRAND MENTIONS,AWARENESS, MEMBER INSIGHTS, COMMUNITYIMPACT, DOLLARS BROUGHT IN, DOLLARS SAVED,PUBLIC SENTIMENT, FINANCIAL LITERACY,MEMBERS USING THE TOOLS, TIME SPENTON CONTENT, AND SO ON AND SO ON...
“got hats?”
• 1 blog post
• 3 volunteers
• 4,000 items donated to local shelters
•50% in registered users
•10x traffic increase
• Massive press exposure (“Bloggers collect for homeless”)
6.5 million YouTube views
50,000 requests for information about the car (mostly non-Ford people)
SOLD 10,000 UNITS in the first six days of sales.
Cost a small fraction of the typical national TV campaign.
SM2
RADIAN 6
THOUGHTS FOR THE ROAD.
INTEGRATE WITH YOUR TRADITIONAL MARKETING
SOMEONE HAS TO OWN IT.
BUILD TOLEARN.
MAKE
LEARN
HUMAN INTERACTION IS THE MEAL.
SOCIAL MEDIA IS THE SUPPLEMENT.
NEXT UP: TOOLS
THANKS! :)EMAIL ME: [email protected]
CALL ME: (214) 736-4505
TWEET ME: WWW.TWITTER.COM/ITSJUSTBRENT
LET’S KEEP THE CONVERSATION GOING