piecing the social media strategy puzzle

Piecing the Social Media Strategy PuzzleRebekah Seragih

Adonai Training & Kreative MediaBy AdonaiTraining.com

http://www.presentermedia.com/mspp.html

AgendaNever enter the Social Media ring without a plan…

What is Social Media?Background on what is Social Media and its impact on the business world

Everyone’s a PublisherThe Secrets to Social Media success

The Four Pillars of Social Media StrategyCommunication, Collaboration, Education, Entertainment

The ProcessA simple roadmap to planning & implementing your social media strategy

Success StoriesHow Others Did It

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How the Social Web is Organized?Understand the tactics of each Social Tools , its organization & how they integrate together

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2 Copyright © 2011 Adonai Training LLP. All rights reserved.

WHAT IS SOCIAL MEDIA?Background on what is Social Media and its impact on the business world


What is Social Media?The Word…”SOCIAL”

We are Social Creatures


What is Social Media?The Word…Media

Traditional Media

News Organizations

How News is Delivered

Engage an

audience by

telling a

Compelling

Story or Sharing

important

news!

Print, Audio, Video, Photographs


What is Social Media?Background on what is Social Media and its impact on the business world

A Powerful Relationship between the Media & Business

MEDIA

Gathering People

BUSINESS

Advertise their

Products & Services

Get Closer to You and Your Money

SOCIAL MEDIA


What is Social Media?

• Conversations were once at the coffee shop

• Now, conversations are on the International Route

• Information is now readily available and searchable

Conversation has gone international

Most Important

Technology has enabled Sharing

Conversations are Enabled


What is Social Media?

Social media refers to activities, practices, andbehaviours among communities of people whogather online to share information, knowledge,and opinions using conversation media.

Social Media defined…

Conversation Media defined…

Conversation media are Web-based applicationsthat make it possible to create and easilytransmit content in the form of words, pictures,videos and audios.


EVERYONE’S A PUBLISHERThe Secrets to Social Media Success


Everyone’s a Publisher

1. Social media is all about enabling conversations

• You cannot control conversations but you can influence them

• Live with the idea that it’s impossible to hide from others and you

cannot stop them from talking about you

2. Social media is about Contents

• No hard core selling on the social media platforms

3. Social media is about Community

• Build Trust and Relationship

• Get Engaged with the Community

4. Social media is about Influence and Referrals

• Now you can sell

• Through an indirect funnel of recommendations

The Secrets to Social Media Success


Should I be on the Social Media Bandwagon?

11 Steps Social Media Strategy Checklist

Set you asking yourself whether you should be on the social media bandwagon

Question to Ask: “What is in it for Me”

A Social Media Checklist before you embark on Social Media…



1. What are we trying to accomplish? Are you looking for more leads, more

direct sales, greater brand awareness, conversions, or brand engagement?

Understanding what you're trying to actually do with your social media

presence should be the first step in developing a social media strategy.

2. Why social media? Is your audience there? Do you want to build stronger

relationships with customers and prospects? Tap into online word-of-

mouth channels? Demonstrate that you're down with the kids? You have

a niche audience that's difficult to reach otherwise? The best way to avoid

recklessly jumping on the bandwagon is to examine why the wagon is the

best way to get where you're going before you hop on. Ask yourself: is

spending money on social media going to provide better ROI than other

forms of advertising you could be spending money on?

Ask yourself, “What’s in it for Me…”



3. What kind of social media will help us best achieve our goals? Do you

need to utilize social networking sites, blogs, real-time updates (e.g.,

Twitter), social news sites, media-sharing sites, review/directory sites,

virtual worlds, or display ads on social media sites? In some respects,

talking about a social media presence is like talking about having an

advertising presence: you must specify what you're doing and where

you're going to place it. Examine the characteristics of the type of social

media you want to have a presence on and how those characteristics fit

what you're trying to accomplish to help choose the ones that will work

best for you.

4. Are we prepared to let go of control of our brand, at least a little? You

can't participate in social media without being...well...social. And that

means engaging in a conversation with customers. Once you engage in a

conversation, you have to give up control. Is your company willing to do

that?




5. Are you prepared and willing to give away quality, relevant and updated

information for free? You won't be able to build a community of followers

if you do not have something to offer to them for free. This information is

the very topic or common interest which draws the crowd in to you and

gather together to converse. But if you are not will give anything or at

least some things away for free, then there is nothing to offer to your

fans. There will be no reason for them to congregate together to converse.

Are you willing to give away some information that is quality, relevant and

updated for free?

6. What will we do to encourage participation? There's nothing more

embarrassing than going to a corporate YouTube channel and seeing that

the viral video it spent tons of money making has just 127 views. Ditto for

going to a company's Twitter feed and seeing that it has all of 11

followers. What are you planning to do to drive people to your social

media presence? And do you have the money to do it?




7. Who will maintain our social media presence? Participating in social

media takes a lot of work. You must have something to say and you must

have someone (or a team of people) to say it on a regular basis. It won't

happen unless it becomes part of someone's job. Do you have someone

ready to commit a big chunk of time to maintaining your social media

presence?

8. Do we have the resources to keep this up, or will this be a short

campaign? Similarly, unless you specify that what you're doing has a

limited duration (such as a Twitter feed based on a particular conference),

people will expect you to keep it up. Have you budgeted the resources to

continue your social media presence beyond the fiscal year?




9. How does engaging users via social media integrate into our overall

marketing/communications strategy? None of this stuff exists in a

vacuum. It has to be part of a larger marketing/communications strategy.

How does social media fit into what you're trying to do in all your other

channels, and how will you use those channels to support each other?

10. How do we measure success? What constitutes failure? Are you

measuring views, followers, comments, or subscribers? What's the

threshold for your success metrics that takes them into success territory?

What happens if you don't get there?

11. What will we do less of if we're spending resources on social media?

Chances are you have limited dollars. If you spend more money on social

media and other nontraditional forms of marketing, you have to spend

less on something else. How will your overall goals be impacted by taking

money away from other forms of advertising/marketing and moving it

into social media?



THE SOCIAL MEDIA ECOSYSTEMHow is the Social Web Organized?


How the Social Web is Organized?

• Every social media ecosystem is created to

serve a purpose, with an objective in mind for

specific groups of online customers, using

various tools

• The Conversation Prism by Brian Solis – has 28

main categories by purposes

• We have 15 main categories:

Understand the tactics of each Social Tools , its organization & how they integrate together

1. Social Networking

2. Publish

3. Photo

4. Audio

5. Video

6. Micro blogging

7. Livecasting

8. Virtual Worlds

9. Gaming

10. Productivity

Applications

11. Aggregators

12. RSS

13. Search

14. Mobile

15. Interpersonal


Social Networking

• Allows you to share information about yourself, your interests, your business

Publish

• Online contents you present to your target audience

Video

• A picture is worth a thousand words

• Capture & share moments and events with others

How the Social Web is Organized?4 Sample Categories - Social Networking, Publish, Video

All serve 4 primary ways of engaging with your customers:1. Communication2. Collaboration3. Education4. Entertainment

Communities


• Who are your customers?

• Who do you want to target?

• What are the characteristics of your customers?

• Build a Social Persona that they can relate and converse with –Engage!

• Go where the Customers congregate

• What are the common interests that will draw them to you?

• What are the topics they talk about?

• People group and regroup themselves in communities

• Engage!

• Follow the Customers where they go

• You will find another pot of gold where they go with a new group of community

• This will give you ideas of the interests that attract and retain them

• Engage!

Who and Where are the Customers?Identify the various social media ecosystem your customers are in…

WHO GO Follow


Who & Where are Your Customers?Identify the various social media ecosystem your customers are in…

No idea where to start?

SURVEY


THE FOUR PILLARSCommunication, Collaborations, Education, Entertainment


• Contents - What are you communicating to your customers?

• Where do I generate/source for the right contents?

• Which particular content triggers the most beneficial action, response or behavioursfrom your audience?

• How do you measure the effectiveness of your communication strategy using some of the social media tools?

Pillar 1 - Communication

• What are the social media tools to use that will foster collaboration between you and your customers or even your employees/coworkers?

• These are the tools that your customers can use to engage with you. E.g. Wiki –allows you to collaboratively create and edit content. It is a method of collaboration and a product of the collaboration.

• Case example – Schwab created a customer advisory community to discuss issues, share opinions and provide feedback on the products. For 5-15 minutes of mind sharing per week, they get some benefits in return.

Pillar 2 - Collaboration

The Four PillarsThink of your Social Media Strategy as a platform supported by 4 pillars…


• Convert your Expertise into Contents

• Find a Need and Meet the Need with a Solution

• Educate your internal and external audiences with relevant and quality materials

• Leverage on your expertise and/or the expertise of your employees

• E.g. Big Tony – a real-life license master plumber – “Big Tony the Plumber” (www.PlumbingVideoTutorials.com) – YouTube videos

Pillar 3 - Education

• Entertain your audience by finding the attributes of your product or aspects of your company that others might consider entertaining

• Be careful, entertaining is not equal to funny or offensive jokes. Just respect humour.

• E.g. Kitchen Blenders – YouTube videos

Pillar 4 - Entertainment

The Four PillarsThink of your Social Media Strategy as a platform supported by 4 pillars…


http://www.plumbingvideotutorials.com/

THE PROCESSA simple roadmap to planning & implementing your social media strategy


The Process

Do a Social Media SWOT Analysis

Define your Goals & Objectives for

Social Media

Determine your Target Audience

Research, Research & More Research

Create a list of online influencers

who are relevant to your business

Build your Contents – Provide Solutions

Join the Conversation to

Build Relationships

Determine the Social Media Tools

Setup your Social networking sites

Build a Community

Engage with Your Community

Analyze, Adapt & Improve

A simple roadmap to planning your social media strategy…


SUCCESS STORIESHow Others Did It….


• Facebook (link)

• Twitter (link)

• Website (link)

• Blog (link)

• Collaboration & Crowd sourcing (link)

• Fun (link) – Games, Campaigns, Competitions, Quiz (link)

• Education (link)

• Offers (link) – Coupons (link)

• Easily Found (link) - Store Locator

• News (link) – What’s New on Products

• Information on Products (link)

• Quality, Relevant, Values (link)

Coffee-MateWhy stand in line at the coffeehouse when you can Add Your Flavor™ at home?

Building

Communities


http://www.facebook.com/CoffeemateUSA?sk=wall

http://www.coffee-mate.com/default.aspx

http://www.coffee-mate.com/Coffee-Break/Blogs/Default.aspx

http://www.coffee-mate.com/My-Cafe/Be-Your-Own-Barista.aspx

http://www.facebook.com/CoffeemateUSA?sk=app_110060089078681

http://www.coffee-mate.com/Coffee-Break/Whats-Your-Flavor.aspx

http://www.coffee-mate.com/Coffee-Break/Articles/Default.aspx


http://www.coffee-mate.com/Offers/Default.aspx



http://www.coffee-mate.com/Recipes/Categories/Hot.aspx?categoryname=Hot

About the AuthorRebekah Seragih

A Business and Marketing Strategist in her own rights, Rebekah has beenoffering consultancy advices on business strategy, marketing, training,operations, crisis management and change management to MNCs,governments and businesses for more than 15 years. She has beeninvolved in major international projects amounting more than US$30million. As the pioneer Strategists in Asia in her field, one of herachievements is the design and engineering the first touch screen ATMmachine in Asia and implementing it throughout Asia and Europe with oneof the international bank. She has also strategized and designed the world’scredit card merchant tracking system that resulted in merchant credit cardfraud management.

Rebekah has conducted seminars, workshops and trainings to audience allover the world which includes corporations, business owners,governments, and financial institutions. For the past 8 years, she has herpassion in building schools in developing countries for the poor makingeducation available to the needy and orphans. She is also involved inselective charity programs round the globe.

Looking to do much more, she has engineered her own holding companywith a special focus on being a social entrepreneur in all the niche businessstart--ups under the holding group to make a difference in the lives ofothers.


About AdonaiOur Services…Doing What We Do Best


Adonai is a leading training and online media consultancy company in Asia. Led by amateurprofessionals, our corporate and public training arm you with the latest knowledge, tools andskills to make you a success. Our training includes online marketing media, social media,branding, management, training, professional certification, entrepreneur start-up programs,and etc.

Our foremost consulting authority on business strategy, social media, digital media, onlinespace, creative marketing and branding helps Brands & Organizations create customized andunique social media and business solutions. Our clients range from major brands,government agencies, business owners, small-to-medium size companies to financialinstitutions. Our consulting services include:

• Social Media Strategy & Planning• Social Media Marketing & Engagement• Social Media Monitoring• Contents Generation & Article Writing• Online Campaign Creation & Management• Online analytics• Website and Micro-site development such as corporate blog• Mobile Application• Search Engine Optimization (SEO) & SEO Copywriting

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