fall 11 - strategy - husm

Changing The Conversation

10.6.11 - Fall 2011

Instructor: Andrew Hoffman

Social Media Strategies

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Wednesday, October 19, 2011

Define Strategy

Refers to a plan of action designed to achieve a particular goal.


Strategic Planning

An organization’s process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people.

“What do we do?”

“For whom do we do it?”

“How do we excel?”


Major Factors


Major Factors

Vision Defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective or strategic direction


Major Factors


Mission Defines the fundamental purpose of an organization or an enterprise, succinctly describing why it exists and what it does to achieve its Vision.


Major Factors


Mission Defines the fundamental purpose of an organization or an enterprise, succinctly describing why it exists and what it does to achieve its Vision.

Values Beliefs that are shared among the stakeholders of an organization. Values drive an organization's culture and priorities and provide a framework in which decisions are made.


SWOT Analysis


SWOT Analysis

Strengths Weaknesses

Opportunities Threats

•What are your strengths?

•what do you do better than your

competitors?

•What other internal factors will help

you?

•what do others perceive as your

strengths?

•What are your weaknesses?

•what do your competitors do better

than you?

•What other internal factors will hinder

you?

•what do others perceive as your

weaknesses?

• What current opportunities do you face?

• What future opportunities do you face?

• What opportunities do you face vis a vis the competition?

• What other external factors will help you in meeting your objectives?

• What current threats do you face?

• What future threats do you face?

• What threats do you face vis a vis the competition?

• What other external factors will hinder you in meeting your objectives?


Next Steps


Next Steps

Goals


Next Steps

Goals

Plan


Next Steps

Goals

Plan

Execute


Next Steps

Goals

Plan

Execute

Evaluate


Social Media Strategy


Social Media Strategy

Same principles apply!


Ford Explorer

30,000 Initial Facebook Fans Prior to Launch

Reach upwards of 50 million people online

Goals


Skipped July auto show launch to launch via Facebook & complete social media campaign

Ford Explorer


Promoted their Facebook page with imbedded “Like” buttons in ads

Ford Explorer


Official Launch in NYC - Mike Rowe using his Flip Camera & posting to YouTube immediately

Ford Explorer


http://www.youtube.com/watch?v=4vT-_uNeu3M

http://www.youtube.com/watch?v=4vT-_uNeu3M

Complete YouTube Channel with 106 videos

Ford Explorer


http://www.youtube.com/user/Explorer

http://www.youtube.com/user/Explorer

Great Twitter Interaction

Ford Explorer


http://twitter.com/%23!/ford

http://twitter.com/%23!/ford

Current Facebook Page:164,103 FansOver 1,000 Pictures Uploaded by Fans

Ford Explorer


Engagement & Interaction!

Ford Explorer


Ford Social Media Philosophy

“We’re committed to the ‘always on’ mode, which means that we need to abandon the traditional ‘launch and leave’ approach that we previously used,” says Scott Monty, the head of social media at the motor company, who can be credited for much of Ford’s social activity.

“By taking the time to build a relationship with our fans by sharing not only our story but other people’s stories, we therefore gain awareness, trust and loyalty so that when they do make a purchase decision, we’re top of mind.”


Nike+


Nike+ Gadgets


Nike+ Web Tools


Nike+ Online Community


Nike+ Competitions


Nike+ & Blogging

Jason Walker - “DJ that loves hip-hop & exclusive sneakers”

Went from 265 - 205 & Nike asked him to be a Run Reporter


http://inside.nike.com/blogs/nikerunning_reporter-en_US/?authorName=JasonWalker2010

http://inside.nike.com/blogs/nikerunning_reporter-en_US/?authorName=JasonWalker2010

Nike+ & Video


Nike+ - Human Race


Nike+ Goes Social


Nike & Facebook

Over 110 Different Fan Pages


The Nike Mag


The Cause


The Foundation


The End Goal

Drive Traffic to eBay for chance at winning 1 of 150 pairs.


Video

http://www.youtube.com/user/NikeB4TF

Joined June 16th3,618 Subscribers9 VideosTotal Upload Views: 6,989,406




Facebook & Twitter

Auto-Share Functionality


Supporting Efforts

Guest Artist Movie Posters

Celebrity Cast for Video

Universal Studios Tour


Launch Event

Griff’s Hoverboard

Cafe’ 80s

Live Auction

They held several launch events and 3 live auctions


Pop Up Display

Live Event in New York City


Press

NiceKicks.com

The Late Show


End Result

1500 Pairs Sold - 10 Days$9,959 - Highest Winning Bid$2,300 - Lowest Winning Bid$5,695,190.53 - Total Amount Raised38,464 - Total # of Bids

100% Match by co-Founder of Google

Data by Nike Talk

Photo from NikeBlog.com - Brian Wilson from SF Giants


Blendtec

First 5 videos cost $50

The first iPhone video generated 1mil views in 1day.

174,487,132 Total Upload Views


assignments

3 Blog Posts - Consider Starting to work on your blog series.

Really spend time reviewing your blog structure and layout if you haven’t already.

Online Participation - Keep it up.

Come to Class Next Week with Ideas on Your Paper due Dec 1st


fall 11 - strategy - husm

Business

intended future

fundamental

succinctly

fundamental

internal factors

external factors

2011 nike

face vis