leveraging on social media 247

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Leveraging on Social Media 247

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Page 1: Leveraging on Social Media 247

Leveraging on

Social Media 247

Page 2: Leveraging on Social Media 247

Andrew Chow (Ideasandrew)

Founded

Ideamart (S) Pte Ltd since 1994 . Ideas & Concepts since 2002

Education

Thames Valley University, UK

Business Awards

STB Business Award – Most Innovative Marketing Initiative award 2007

Spirit of Enterprise 2008

Successful Entrepreneur 2010

Spirit of Service 2012

Certification

NLP Practitioner

Certified Life Coach

Forte

PR Strategic Counsel, Implementation & Monitoring

Social Networking / Social Media Strategy

Brand Management Consultancy

Personal Branding

Professional Affiliation

Asia Professional Speakers – Singapore (APSS)

Approved NCSS Training Provider

WDA ACTA-certified

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Social Networking

Facebook - http://www.facebook.com/#!/AndrewChowKokWah

Plaxo http://ideasandrew.myplaxo.com/

Linkedin - http://sg.linkedin.com/in/ideasandrew

Social Media Sharing

Flickr Collection - http://www.flickr.com/photos/ideasandrew/

Youtube Channel - http://www.youtube.com/user/ideasandrew

Slideshare - http://www.slideshare.net/ideasandrew

Podomatic - http://ideasandrew.podomatic.com

Social Blogging / Micro-blogging

Twitter - http://twitter.com/Ideasandrew

Wordpress – www.andrewchow.sg

More than 270 interviews/feature in 7 years from local and international media

Andrew Chow (Ideasandrew)

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Course Learning Objectives

Explore opportunities on Social Media in new internet

age

Evaluate different key platforms of social media

Create financial-related content for sharing on social

media

Manage conversation according to guidelines and

governance

Grow the social media community and brand

ambassadors

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Course Outline

Social Media Landscape of 2013

Social Media Platforms for Marketing

Content is King

Conversation is Queen

Community is Everyone Else

How to execute a comprehensive

Social Media Strategy?

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Differentiate the Internet with New Internet

Embracing Social Media Lifestyle

1. Social Media Landscape

in 2013

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Differentiate the old

Internet from New Internet

Social Media Overview

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Google : Search

(You look for information)

Social Media : Share

(Information look for you)

Social Media Overview

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Social Media

=

New Internet

=

Live Communication

Social Media Overview

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o Learn what people are saying about you

o Create buzz for events & campaigns

o Increase brand exposure

o Identify and recruit influencers to spread your message

o Find new opportunities and customers

o Support your products and services

o Improve your search engine visibility

o Gain competitive intelligence

o Get your message out fast

o Retain clients by establishing a personal relationship

o Becomes an industry leader – not a follower

Social Media Overview

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Page 12: Leveraging on Social Media 247

Old Internet New Internet (Social Media age)

Broadcasting Listening

Business Brand

Campaign Conversation

Comment about others Commend on others

Company-focused Community-focused

Competition Collaboration

Designated time for internet 24 hours / 7 days / 52 weeks

Desktop only Multi-platform

Emails Private Networks

Instruct others Inspire others

It’s about the media It’s about being “social”

Mass Niche

Monitor Measure

Need to log on Always on

Phone call Viber

Posting Listening and Learning

Search Sharing

SMS Whatsapp

Wait for news update Everyone is a media owner

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Criteria Mass Media Social Media

Power Pitching

Spinning

Reporting

Interviewing

Engaging

Conversation

Sharing

Discussion

Influence Press conference

Campaign

Authority

Advertising

Social networking

Collaboration/Feedback

Authenticity

Advocate

Reach News

Circulation

Database

Crisis management

User-generated content

Viral

Network

Brand building

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Embracing the

Social Media lifestyle

Social Media Overview

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Embracing the social media lifestyle

Be Yourself. Who you are in real life is who you are on

social media

Be Adventurous. Try everything you possibly can. Adopt

those you are comfortable with.

Be Social. Making more new friends online before

meeting them offline

Be Honest. No one knows everything. Everyone makes

mistake. Transparency is the best policy on social media.

Be Current. Mass Media reports. Social Media reveals.

The real news is on social media.

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2. Social Media Platforms

for Marketing

FaceBook – The King of Social Networking

LinkedIn – The network of connection, recommendation and sharing

Twitter – The Brand Directory of Social Media

Youtube – The Social Coffee shop for Social Commercial

Flickr – The Open Album

Podcast : Personal On-demand Broadcast

Slideshare – The platform to share your knowledge, Sell your expertise

Blog – The corporate dairy every company needs

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o Fastest growing social network in emerging

countries (China, India, Brazil) (1100 million members)

o Powerful tools to engage and understand

your audience:

o Brand pages

o Custom applications

o Targeted advertising

o Audience insights/metrics

o Opinion polls

Social Media Platforms

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o Your brand’s homepage on Facebook.

o Allow you to post photos, videos,

events and other messages.

o Users interact with you by

o Becoming fans

o Commenting on your posts

o Participating in discussions

o Post photos to your page

o Fans see your page updates in their

newsfeed

Social Media Platforms

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o Contains profiles of Fortune 500 executives

and leading entrepreneurs

o average individual salary on LinkedIn is

$109,000

o On LinkedIn your can:

o Post a profile and resume

o Connect with colleagues

o Share professional recommendations

o Find jobs

o Forums to demonstrate expertise and find

answers

Social Media Platforms

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o Microblogs are blogs limited to a

sentence or two (about 140 characters)

o People use microblogging to promote

themselves, share content and follow

friends, celebrities and brands

o Companies use it for marketing, public

relations and customer service by giving

their brand a voice within the

community

Social Media Platforms

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o share timely information

o promote useful content including resources,

contests, deals, etc.

(not just your own)

o personify your brand

o connect with your customers and develop

leads

o build credibility and influence

o listen to consumer buzz

o research competitors

o network and learn from experts in your field

Social Media Platforms

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o Video sharing sites let you

upload videos and share them

with people.

o They’re a perfect repository for

video blogs, taped seminars,

witty Power Points,

commercials, how-to’s and a

behind-the-scene look at your

organization.

Social Media Platforms

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o helps you gain exposure and direct

traffic back to your website

o sparks interest without a hard-sell

o videos can be low-fi and cheap to

produce - immediacy and content is

more important than quality.

o videos can be a place to showcase your

leadership in a field, and spread

customer testimonials

Social Media Platforms

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o A podcast is a series of audio or

video files which is distributed by

syndicated download to your

computer, for use on an MP3

player or computer.

o Podcasts can be simple recordings

of conversations,

presentations, or interviews

o They’re a chance to provide build

an audience around your brand

or message.

Social Media Platforms

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o A file-sharing site is a series of presentation in PPT,

PDF, Word format which is distributed by syndicated

download to your computer, for use on a presentation

software.

o File-sharing can be simple notes of training, seminar,

conferences, and workshop.

o Excellent tools to share knowledge and thought

leadership

Social Media Platforms

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o A blog is a website with

regular entries of

commentary or news

o Blogs serve to establish

your company as

transparent, relevant,

active, and expert.

Social Media Platforms

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o engage in dialogue with your

customers

o improve your search engine

visibility

o promote product launches and

events

o gain expert status by providing

useful tips

Social Media Platforms

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Learning Activity 1

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Information

Tools

Interviews

Record sound bytes

A good article

Pictures taken from mobile phones

Survey results/insights

Powerpoint presentations

E-book

Several gossips

Some rumours

A Map

The Latest book by your speaker

Video from professionals

A nice online video from a broadcaster

Namecards gathered at your exhibition

Old archived photographs

Past awards received

Marketing brochure

Tradeshow statistics

A good compliment from a visitor

A MOU signing ceremony

Networking session

Announcement to offer a promotional offer

An excel file with worksheets of templates

A report from the media which isn’t accurate

Your CEO keynote address

Your participant wins a free ticket to the conference

________________

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3. Content is King

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Original

Co-created

User-generated

Content

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| Social Media |

Original

Content It is all about what YOU think about YOURSELF.

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“What are some of the

original content of OCBC?”

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| Social Media |

User-

Generated

Content It is all about what the PUBLIC think of YOU.

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English Wikipedia

is ??? X bigger

than

Britannica

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English Wikipedia

is 40 X bigger

than

Britannica

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???? years to watch all videos

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1500 years to watch all videos (2013 – 3513)

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6,000,000,000

85% of people on earth

has a photo in Flickr

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If FACEBOOK is a Country,

It will be the 3rd largest Country In the World

(after China & India)

1,100,000,000

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What are the attributes of great

User-generated Content?

It makes us laugh, cry or think. (Emotional)

It gets to the point. (Clear and Concise)

It leaves us wanting more. (Engaging)

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How do you create user-generated

content?

Creates a Mind Map. (When clear overview is important)

Offers Scenario ( when the “Why not?” mindset is needed)

Draws Predictions ( when the “What if?” feeling is needed)

Introduces Polls or Surveys.( when social consensus is

needed)

Generates Infographics. ( when a cheatsheet is needed)

Gives Motivation and Inspiration ( when inspiration is

needed)

Encourages Crowd-sourcing ( when ideas and contribution

are needed)

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Other Ways of Creating

Content on Social Media

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Curiosity

Content on Social Media

Content that reveals

SECRET

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Motivation

Content on Social Media

Content that remind us that

Dreams can come true

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Against All Odds

Content on Social Media

Content about

David beating Goliath

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Small is Beautiful. Big is Advantage

Content on Social Media

Content that reminds us that

what we do matters

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Affirmation

Content on Social Media

Contents that confirms our assumption

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Sensationalism

Content on Social Media

Content that has unexpected twists

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Feel Good Story

Content on Social Media

Content that tells us

a great story

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New Discovery

Content on Social Media

Content that challenges

our assumption

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Transformation

Content on Social Media

Content that

Inspires us to action

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4. Conversation is Queen

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Principles of Good

Conversation

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Principles of Good Conversation

Be Social. Not just professional. Share more. Sell less.

Be Personable, but never Personal.

Be Transparent, yet discreet.

Be Respectful. Listen first. Speak later.

Be Authentic. Saying something is better than saying

nothing.

Be Fluid. Begins with a topic and end with another.

Focus on having fun, not just gathering fans.

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Master Basic Etiquette and

Ethics.

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Master Basic Etiquette and Ethics

Profile Picture

Adding friends/connections

Engagement level

Marketing and Promotion

Handling Comments

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Developing your

Response Strategy Map

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How to manage

1001 “What if”?

in any conversation?

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Keep A Posting Schedule

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Proposed Format for Posting Schedule

Calendar Topics Platforms Author/Poster

Daily Original Facebook Administrator

Weekly Co-created LinkedIn Director

Monthly Industry-focused Twitter Manager

Company-focused Blog Executive

Department-focused YouTube Others

Product-focused Pinterest

Event-focused Flickr

People-focused Others

Customer-focused

Others

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Learning Activity 2

Share the pictures with your most interesting title

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What’s Title?

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How everyone see the

professional speakers?

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5. Community is Everyone Else

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Organic Community

Management. __________________________________

Staff. ________________________________________

Partners. _____________________________________

Vendors. _____________________________________

Principals. ____________________________________

Distributors. __________________________________

Sales Leads. ___________________________________

Others: ______________________________________

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Extended Community Advocators

Affluent Market

Baby Boomers

Bloggers

Competitors

Detractors

Gen Z / Gen Y / Gen Z

Government

High Net-worth Individuals (HNWIs)

Influencers

Inner Circle

Leads

Mass Media

Men

Minorities

Other networks

Peers

Thought leaders

Under-privileged

Women

Youth

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Community Growth

Technology

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Facebook Connect

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OpenID

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Social Network (www.socialengine.net)

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Mobile Web

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Mass Invite (not Mass Broadcast)

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Community Growth by

Participation

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Community Growth by Participation

Join other groups/platforms

Create social events

Create contest with attractive prizes

Buy fans.

Source : ________________________________________

Target: _________________________________________

Price: ___________________________________________

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Manage it! (www.eventbrite.com)

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Update it! (www.slideshare.net)

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Quiz It ! (www.proprofs.com)

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Answer It! (www.quora.com)

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Are you Pinterested?

(www.pinterest.com)

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Lead generation! – QR Code

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Go Live! – www.ustream.com

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Who’s Talking? –

www.socialmention.com

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Share Locations! –

www.foursquare.com

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Make it Official! –

www.wikipedia.com

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Moment of Truth –

www.feedbackfarm.com

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Memory Lane – www.animoto.com

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Submit the Story! – www.mashable.com

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Follow up Meeting – www.meetup.com

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Write a book! – www.smashwords.com

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Summary:

1. Social Media Landscape

2. Social Media Platforms for Marketing

3. Content is King

4. Conversation is Queen

5. Community is Everyone else

Social Customer Service

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o Experiment personally

before professionally

o Try a variety of social

media tools

o Be yourself, make some

friends, and share

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o Find where your audience is participating

and indentify the influencers

o Read industry blogs (including comments)

o Google your company name & your

competition

o Find tools that can help you listen

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o Tap into the wisdom of the crowd to access a wider talent pool

and gain customer insight

o Companies that use crowd sourcing include:

o Starbucks (MyStarbucks)

o Dell (Ideastorm)

o DuPont

o Netflix

o Wikipedia

o iStockphoto.com

o Threadless.com

o Mechanical Turk (Amazon)

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o Avoid puffery

(people will ignore it)

o Avoid evasion and lying

(people won’t ignore it)

o Companies have watched their biggest screw-

up's rise to the top 10 of a Google search

o Admit your mistakes right away

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Share your content

Don’t be afraid to share. Corporations, like people,

need to share information to get the value out of social

media

Make your content easy to share

Incorporate tools that promote sharing:

Share This, RSS feeds, Email a friend

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Be personable and act like a person

Don't shout. Don't broadcast. Don’t

brag.

Speak like yourself – not a corporate

marketing shill or press secretary

Personify your brand – give people

something they can relate to.

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Contribute in a meaningful way

Social Customer Service

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See criticism as an opportunity

Don’t try to delete or remove

criticism (it will just make it worse)

Listen to your detractors

Admit your shortcomings

Work openly towards an

explanation and legitimate solution

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Be proactive

Don’t wait until you have a

campaign to launch - start

planning and listening now

Build relationships so they’re

ready when you need them

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Accept you can’t do it all yourself

You need buy in from everyone in

the organization

Convince your CEO that social

media is relevant to your organization

Get your communications team

together, discuss the options, then

divide and conquer

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Coordinate comments internally

Tweet & Retweet, @mention, etc

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Experiment with more Social Media

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Summary

1. Experiment with social media

2. Listen

3. Be transparent & honest

4. Share your content

5. Be personable and act like a person

6. Contribute in a meaningful way

7. See criticism as an opportunity

8. Be proactive

9. Accept you can’t do it all yourself

10. Develop other Advocates within your network

11. Experiment with more Social Media

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Group Exercise:

What are the reasons most companies

do not have active social media

presence?

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6. Executing a Comprehensive

Social Media Strategy

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Social Media Strategy Map

1. Target Audience

2. Objective

3. Content

4. Platform

5. Conversation

6. Collaboration/Integration

7. Readiness Assessment

8. Culture Change

9. Technology Trend (Capacity, Tools & Tactics)

10. Measurement

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1. Target Audience

Who do you want to reach with your

new media efforts to meet your

objective?

What does your target audience know

or believe about your organization?

What key points do you want to make

with your audience?

What new media tools are they

currently using?

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2. Objective

What do you want to do?

Marketing

Public Relations

Customer Service

Monitoring

Research

Branding

New business

New Customers

S.M.A.R.T

Specific

Measurable

Attainable

Realistic

Time-based

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3. Content

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4. Platforms

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5. Conversation Starter

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6. Integration

How will your new media strategy support and enhance

your existing Internet strategy (if you have one)?

Email

Website

SEO

Google Analytics

CRM

Lead/Prospect

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7. Social Media Readiness Assessment

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Senior Management Support

interested in leveraging Social Media as a new marketing channel

understands that Social Media is a long term priority

prepared to contribute to social media content development

interested in taking the feedback from customer views and other data to make changes in the organization

willing to provide the resources necessary in order to get the social media program off the ground

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Social Media Knowledge

which social media channels are available and which are the best fit for our organization

solid understanding of how our employees and executives are currently using Social Media

read industry-based reports and benchmarking studies on Social Media

attended conferences and networked with colleagues to gain a better understanding of how they plan on implementation

joined Social Media peer groups to learn more about how we can leverage Social Media

subscribe to Mashable or other Social Media educational sites

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Customer Engagement

Dedicated online community groups exist for our

customer

a company profile on Social Media networking sites such

as LinkedIn, Facebook, etc.

Our subscriber list is growing among the various forms of

Social Media currently being used

regularly contribute to online discussions

know if our audiences tone is positive, neutral, or

negative on 3rd party sites

Our audience (customers, prospects, etc) regularly make

comments on our postings

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Competitive Insight

audited our top competitors online strategy, evaluated their maturity and have a basic idea of what they are doing with Social Media

regularly track our competitors (# of Blog Postings, Comments, Twitter Followers, Facebook Group Members, etc.)

monitor competitive social media changes and updates daily

provide competitive positioning information to our product management group

joined our competitors online community and networking groups

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Staff & Resources

defined roles and responsibilities for people in our organization who are involved with Social Media

dedicated internal point person to manage our Social Media program

consulted with Social Media experts to ensure our programs success

an industry thought leader who contributes to our blog postings

consulted with our IT department to get their input on technology selections

developed and provided a training program to employees and contractors

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Plan & Channel

created and presented a social media channel map which

highlights how we will use Social Media

a defined strategy with clear objectives, targets, initiatives

and measures

analyzed and prioritized our Social Media channel options

and have consensus on which opportunities pursue first

evaluated and selected technology solutions for

implementing our Social Media program

developed a project plan with timelines, deliverables and

milestones

communicated our Social Media plan to our employees

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Process Documentation

incorporated and integrated Social Media into our normal

marketing mix

developed a calendar for selecting topics and organizing

Social Media communications

defined the frequency for updating our Social Media

channels

regularly scheduled meeting to discuss our Social Media

program

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Governance & Measurement

a policy to govern the use of Social Media with our

employees, contractors, prospects and customers

a dashboard to report on our top Social Media metrics

communicate the results of our Social Media program to

Senior Management on a regular basis

documented the Terms of Use and Privacy Policy for the

Social Media applications that we provide

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8. Culture Change

How will you get your organization to embrace

your new media strategy? (Training?)

Can you think of any internal champions

(CEO?) to drive it forward?

How will you address any fears or concerns?

(who decides what info to be on Social Media?)

What is the rate of change your company can

tolerate?

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9. Technology Trend vs Capacity

Who will implement your organization’s

new media strategy? (not just IT or

Marketing)

How much time do you allocate per week

to your strategy?

Do you need any outside expertise to help

implement your strategy?

Will your content updates depend on any

other resource or person?

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10. Measurement

Reach

Website visits / views

volume of reviews and comments

Incoming links

Action & Insight

Sales inquiries

New business

Customer satisfaction and loyalty

Marketing efficiency

Engagement & Influence

Sentiment of reviews

and comments

Brand affinity

Commenter

authority/influence

Time spent

Favourites / Friends / Fans

Viral forwards

Number of downloads

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Social Media Knowledge Base

What’s Next?

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Mashable – www.mashable.com

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www.socialmediaexaminer.com

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www.socialmediatoday.com

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www.socialmediab2b.com

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• Questions & Answers

• Key Takeaways for Myself?

• What will I start doing tomorrow?

• Group Project!

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Thank you !

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Others Platforms

& Monitoring

Article Submission and Crowd Sourcing Tools

Social Media Monitoring

Social Media Aggregation

Social Media Measurement

Social Media Community Growth Tools

Social Media Knowledge Base