embracing a sea of change best practices in social media
DESCRIPTION
http://www.redshoesconsulting.com/TRANSCRIPT
Social Media:Embracing a Sea of
Change
RedShoePlanet.c ma “How Can i Make You Happy Today “company
On most slides, we have
notes below the fold
Social Media
• Online communications in which individuals switch roles fluidly between “audience” and “author.”
• Use social software to allow users to post, comment on, share or mash up content and to form communities around shared interests
Sociology
+
Technology
Social Media Ecosystem
Blogs / Wikis
Open
Social Networks
Walled Garden
Podcasts
Video
Micro Blogging
IM/VOIP Forums
New Era
Decline of Mass Marketing
Return to Direct Participation
Ease of Group Formation
Conversation
Control
Campaign vs.
Relationship
Search = Expertise
12 Steps
Social Media
1. Your Organization’s Objectives
2. Culture
Culture
• A desire to be closer to your stakeholders• A belief that conversation with them will
build a bond of understanding• A tolerance for dissent – not everyone will
agree with you• A willingness to act on what you hear• A senior Champion
3. Your Community
4. Monitor
5. Analyse
6. Social Media Objectives
7. Integrated Strategy
8. Technology
9. Interact
10. Enrich
11. Measure
12. Assess & Refine
12 Steps
1. Your organization’s objectives
2. Culture3. Your Community4. Monitor5. Analyse6. Social Media
Objectives
7. Strategy8. Technology9. Interact10.Enrich11.Measure12.Assess & Refine
Bookshelf
Social Media
Essential Reading
• Cluetrain Manifesto• Naked Conversations• Everything is Miscellaneous• Here Comes Everybody• The Long Tail• The World is Flat• Wikinomics• The New Rules of Marketing and PR