SOCIALMEDIA

Strategy and FrameworkOCTOBER 2009

What is Social MediaA blanket term that defines the various activities that integrate technology and human communication through the construction of words, video and images.

Primary Tenets

1. Authenticity2. Transparency3. Conversation4. Value

It is NOT About

1. SPAM2. Hard Selling3. “Spray & Pray”4. Sharing what you ate for breakfast (unless, of course, you’re a food critic)

Why is it important?1. By 2010 Gen Y will outnumber Baby Boomers….

96% of them have joined a social network

2. Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion in 9 months.

3. % of companies using LinkedIn as a primary tool to find employees….80%

4. The fastest growing segment on Facebook is 55-65 year-old females

5. 80% of Twitter usage is outside of Twitter…people update anywhere, anytime…imagine what that means for bad customer experiences?

6. 34% of bloggers post opinions about products & brands - There are over 200,000,000 Blogs

7. Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks and cost Facebook $0

Sources1. Grunwald Associates National Study – Info highlighted on Trendsspotting Blog2. First Stats: United Nations Cyberschoolbus Document Facebook Stat: Mashable iPhone Stat: Apple3. Jobvite Social Recruitment Survey4. Inside Facebook Blog5. Attempting to relocate6. Universal McCannʼs Social Media Research Wave 3, China Internet Information Center, Technorati, Wikipedia7. TechCrunch

Common goals of a social media campaign

1. Brand Awareness2. Brand Loyalty3. Customer Service4. Market Research5. Competitive Intelligence

There are 8 steps to a social media strategy

1. Set Goals2. Listen3. Join4. Create5. Share6. Interact7. Measure 8. Refine

Set Goals

whowhatwherewhenwhy

ListenThe most popular tools may not be the right fit for your business. Listen to your audience and set up shop where they hang out.

JoinCreate accounts in the areas that best fit your goals. Think quality not quantity.

CreateWhat kind of content do you create when everything you do is a reflection of your brand?

ShareBecome your friends’ best advocate. Help to promote their content but be sincere. Everyone can smell a rat.

InteractTalk to your network. Have a conversation. This is about building relationships and reinforcing a brand.

MeasurePull out your goals and measure your success. Which tools are working, need to be tweaked, and which need to be removed.

Email

Website

Digital Communication

Customers

Influencers

Prospects

Your Team

BlogFlickr

Twitter

Other

Facebook

YouTube

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