Developing Your Right Relationship with Social Media: If the social media boom has passed you by this session
will help you make sense of how it might fit into your business and personal life and deliver benefits.
Jennie Vickers Director New Zealand & Australia IACCM
and 'Intelligent Media Socialite’ Presentation at EMEA Conference in London July 2015
Introductions
Some Whys
The Social Media
Relationship Model
Your Social Media
Relationship
Your next
Steps? The way the session will work
Not going to cover:
How to use social media sites
How to measure ROI
How to write Social media pieces
Social Media for Organisations
Part One
How session will work Introductions Welcome
Jennie Vickers
Digital Native in Spirit & Early Adopter
Milloldial (Like a Millennial)
Studying Social Media for 10 + Years
Expertise & Interest in introducing Social Media conversation to Executives and Boards
Part Two
Why Me? Why You? Why Now? Why This?
• #1 Platform supporting Customer Experience, Marketing and, increasingly, communications
• Your suppliers are talking to customers now through this medium
• Your customers and suppliers are looking for YOU on social
Why you should care about social media
Mobile Explosion Increasing numbers do not watch tv or read papers-how do you communicate with them?
Why you should care about social media
• video will dominate as the social media content format of choice
• Instagram is to Facebook as SlideShare is to LinkedIn
Social Media Examiner
Why you should care about social media in 2015/16
Be Found Keep In Touch Connect & Reconnect
Personal Positioning
?Find Answers
Social Media for individuals
Be Found Build Community
Connect & Reconnect
Monitor Competitors
?Deliver
Answers
Social Media with customers and suppliers
Three Steps to Building An Online Community
Three Steps to Building An Online Community
Three Steps to Building An Online Community
Increase Emotional
Capital
Engage Staff Connect & Reconnect
Communicate Better
?Find Answers
Social Media inside companies
Position For Survival and show value
Engage Stakeholders
Compete For Money
Communicate Better
?Provide Answers
Social Media for NFPs and Government
$
Part Three
Introducing The Model
The 3 Dimensions Of Life
YO
U
Community YOU
Employee YOU
You YOU
You YOU
YO
U
Employee YOU
YOU
Aspirations Future Vision
Goals Personal Strategy
Your life is unique
Employee YOU
YO
U
Employee YOU
$Supporting the entity that
provides your financial livelihood
Supporting and enhancing your organization's social
media strategy
EMPLOYEE YOU
Community YOU
YO
U
Community YOU
COMMUNITY YOU
Charities Childrens’ Schools Church Sports
Causes you are passionate about Hobbies & Activities
Unpacking The Model
Strategy first, Social Media strategy second
Your strategy for YOUR life
Supporting your organisation’s
business strategy
Supporting the strategies & goals of
your communities
“Strategy is the process of connecting your business (your life/your community) with the needs
of customers (stakeholders/members/service users/future employers) and the environment.
It is the process of creating value for them.”
Strategy isn’t Rocket Science
Key Principles: • About aligning your organisation (you/community) with customer
(stakeholder/potential employers etc) needs and market conditions
• Process not a plan
• Embrace principles of competition
• Driven by imagination and human spirit
• Creating a compelling story bringing threads together coherently
• About talking about what you want measured and managed
Strategy isn’t Rocket Science
1. What is our/your purpose?
2. What is the idea? Value Proposition?
3. What is our/my culture and style?
4. What are my key goals and priorities?
5. What is the conversation we/you/they need to have?
Strategy-How to get going
Participation Observation Elucidation
Second Row – Your Role
Role 1 – Participation
Pieces Comments Support Discussions Questions
Contributing
Signing Up & Creating a Profile
Role 1 – Participation - Listening
Reading Contributions
Searching
Listening to podcasts, watching videos and
participating in MOOCS
Being aware of what’s being said
Role 1 – Participation - Scanning
Monitoring & Measuring success
Keeping up with new developments
Challenging validity & applicability
Being aware of what’s being said
Role 2 – Observation-means
Signing Up & Creating a Profile Acquiring judgment from or based on observing
Role 2 – Observation by - Listening
Reading Contributions
Searching
Listening to podcasts, watching videos and
following MOOCs
Being aware of what’s being said
Role 2 – Observation by - Scanning
Monitoring & Measuring success
Keeping up with new developments
Challenging validity & applicability
Being aware of what’s being said
Role 3 – Elucidation-Meaning
Removing obstacles with understanding
Elucidation Involves
Identifying myths & truths
Getting to grips with
expert users
Role 3 – Elucidation by - Listening
Reading Contributions
Searching
Listening to podcasts & watching videos
Being aware of what’s being said
Role 3 – Elucidation by - Scanning
Monitoring & Measuring success
Keeping up with new developments
Challenging validity & applicability
Being aware of what’s being said
Who do you want to connect with? Who do you want to find you? Where are they?
Who do you want to connect with? Who do you want to find you? Where are they?
Who do you want to connect with? Who do you want to find you? Where are they?
Third Row - Audience
Most Popular Platforms – A brief introduction
Putting The Model To Work-Meet Sindy
Sindy has a perfect marriage
She wants to be the leader of a Government Department
She wants a good life/work
balance
She has a 7yr old son & a guide dog in
training
Putting The Model To Work – Sindy at work
Social Media Strategy
Department Of Life
Lesser known department
Ensure 25-55yr olds are in work until they are 75
Looking For Next Step
Has worked there for 3 years.
Is thinking about
her next step.
Goal & Strategy
Helps 25-55yr olds in all elements.
Uses social media to connect with target
community.
Putting The Model To Work – Sindy outside work
Sindy is a school governor of her son’s school
$ Sindy is a friend, supporter &
fundraiser for RNZFB
RNZFB Plans to join the RNZFB board in 18 months time
STRATEGY - Increase profile as an expert in SRM and leadership in government - Be headhunted for promotion
ROLE - Participation
Audiences - On LinkedIn - Possibly following Twitter - Could be encouraged to go to Wordpress Blog
YOU You for Sindy
STRATEGY - Organization strategy is to help 25-55yr olds in all elements of their lives. - Organization’s strategy is to use social media to build relationships with the 25-55 community.
ROLE - Observation
Audiences - Hanging out on Facebook
EMPLOYEE You for Sindy
STRATEGY - Fundraising and competing better for $ - School-Attract new pupils
ROLE - Elucidation
Audiences - RNZFB talks through Facebook - School communicates with parents through wordpress blog
COMMUNITY You for Sindy
Next Steps Action Plan for Sindy - Participation
Just Do It
Learn how to participate
Next Steps Action Plan for Sindy - Observation
Tools For Social Media
Observe how it is used well
Next Steps Action Plan for Sindy - Elucidation
Get clued up on issues of concern around social media
$ Observe how successful charities use social media for fundraising
Part Four
Your turn to start completing
the Model
Your Relationship With Social Media Take a few minutes to think about what your relationship model should look like
Net Steps
Draw your own
Part Five
Next Steps
Your Next Step Action Plan – Life dimensions
Learn how to play your role
Identify driving strategies
Identify the right role for each dimension
Pick your platforms
Take some time to look at the three life dimensions
IACCM Ask the Expert Session
Running an ATE in 2015 60 minute
webinar
Free but only open to IACCM
members
Thanks & Goodbye