Published on February 28, 2009
How to Brainstorm a Successful Social Media Strategy in your Company Confused? Then read on!!!
What is Social Media? “Social Media is a tool. It joins Television, Radio, Pony Express, Smoke Signals, Post it Notes, Flyers, Text, Bluetooth, Outdoor, Cave Drawings, Tattoos, Letters, Cable, Satellite Radio, Sign Language, CB, Mobile, etc. as forms of media that humans create to communicate. Each is unique. None replaces another, or causes any other form of media to become obsolete.” – Quote from gryzm at-http://www.slideshare.net/mzkagan/what-the-fk-social-media
Before we Begin Warning! - This slide show is not intended to tell you how important Social Media is, there are plenty of other presentations out there doing a better job. What F**K Are Social Media Blogs, Tubes, Twitters and More
Who is this Presentation for? People who are puzzled about how to make Social Media work for their company. Photo credit: http://www.flickr.com/photos/asylum_collectibles/
It’s Not Limited to Just Making You More Money! Overcome the Challenge!
Applying Social Media to Business The potential of Social Media to improve the way we communicate has far wider implications to generate business value!
It’s All About the Conversation! Setting up a good Social Media experience requires you to become a ‘conversation architect’ through: Good design – a rich user experience Creative problem solving – finding alignment to user requirements Providing the right tools - to involve the user and develop the community Empowering the right people – to give them the opportunity to communicate
Users + Conversation = Network Value A Social Media strategy is about empowering the conversation and involving the user. Grasp this concept and the opportunities are huge!!
How to Build the Conversation So how do you create a conversation that’ s sustainable? Simple: • Create good experiences • Social Experiences • Design conversations • .... And relationships
The Common Mistake Most companies focus on the technology – and don’t try to understand the behaviours or needs of their: • Customers – the end users • Employees - the implementers
Not Suprising When There’ s so Much Choice in Technology!! Photo credit: Brian Solis Social Media Prism
Ever Heard the One About a Bad Workman Blaming his Tools? Photo credit: http://www.flickr.com/photos/ljr69/3074367811/
What this Presentation Will Do Tellyou to read a great book called Groundswell by Charlene Li and Josh Bernoff Collect the great ideas from this book Give you a simple Brainstorming tool to adapt to your circumstances.
The Important First Step: Read So lets start! – Buy the book and read it. Then look at your business and start to talk about the challenges you face.
Key Points from Groundswell Point 1: The 4 Step Planning Process People –What are the customer/employees ready for? Objectives – What are the goals for the Social Media project? Strategy – How do you want relationships with your customers to change? Technology – What applications should you build or buy?
Key Points from Groundswell Point 2: Social Technographic Profile - how your potential customer base uses Social Media. Creators – create content Critics – review and comment Collectors – Tag, RSS, Bookmark Joiners – Visit or join Social Networks Spectators – Read, watch and listen Inactives - non of the above
Key Points from Groundswell Point 3: Customer orientated objectives: Listening – Understanding your customer Talking – Spreading your message Energizing – Word of mouth Supporting – Get your customers to support each other Embracing – Integrate your customer into your business
What Social Media Could do for your Company Colleagues orientated objectives: Contributing & Involving – allowing people to collaborate more effectively Liberating – accessing knowledge resources Recruiting & Branding – joining your cause or brand All these objectives offer significant business value and a competitive advantage!
Measuring the impact of Social Media Reach Relevance Authority Influence: Engagement: Interaction Sentiment
Still Confused? Photo credit http://www.flickr.com/photos/okinreport/
Problem Solving Social Media Strategy Its practical time – so lets start talking about your business context!
The Social Media Brainstorming Model Before implementing any form of Social Media project use this ’Brainstorming’ tool It sets thinking into three critical parts: The Steps Questions – identifies the steps to implement a Social Media idea The Support Questions – identifies the internal support and culture issues in your strategy Evaluation Questions – reviews your new perspective on the opportunity and helps you select the best options
The Brainstorming Model Your Social Your Company: Starting the Your Social Media Idea Brainstorming Conversation Media Project The Steps Questions The Idea Evaluation or Need Opportunity Evaluation Questions The Support Questions
The Steps Questions Questions that define the what, why and how of implementing your Social Media idea: What is the outcome we want? Why are we doing this? How are we going to do this and who should be involved? Why are we doing it this way?
The Steps Questions What – is the outcome you want? Why – are we doing this? STEPS How & Who – the practical steps? Why - are we doing it this way? The Idea or Need Opportunity Evaluation
Examples of Questions The following are some ideas of questions you could ask using ‘The Steps Questions’ headings
What? The Steps – What is the Outcome we THE STEPS Why? Want to Achieve? How? Why? Defines the outcome you want. What are we looking to achieve with this Social Media idea? Can we easily write it and communicate it as a short slogan? What business value will be added? What objectives are related to this goal e.g. Talking, Listening, etc? Are they simple and measurable so you know when you’ve got there? NB - Remember to return to this section later after as things can change once you have started the investigation.
What? The Steps – Why are we Doing This? THE STEPS Why? How? Why? Questions your Goal and your Objectives Are they suitable? Is this best we can achieve? Why are these objectives suitable? Why are we not doing this already? NB - Remember to return to this section later after as things can change once you have started the investigation.
What? The Steps – How are we going to do THE STEPS Why? this & Who is involved? How? Why? Identify and understand who is the customer. Who is this idea for? What is the social technical profile of your user/customer? Examines how they are using social media, i.e. is the target demographic people collectors, joiners, etc. What are the user/customer requirements i.e. Product requirements for social media idea for assessing customer requirements backed up by evidence.
What? The Steps – How are we going to do THE STEPS Why? this & Who is involved? How? Why? Identify and understand who is the implementer. Who should be involved in this idea? Who are our talent resources? Who feels passionately about this? Who is most likely to be affected or impacted? Do we have the right people?
What? The Steps – How are we going to do THE STEPS Why? this & Who is involved? How? Why? Investigates what you need to do. How do we implement this idea? What are the related processes/systems/technologies that are already working within our company? What areas are we lacking learning in? How do we choose the technology i.e. buy, build or Joint Venture? What new processes and systems training do we need? Can we set up a test or experiment to investigate, if so how?
What? The Steps – How are we going to do THE STEPS Why? this & Who is involved? How? Why? Defines the Conversation Architecture. How do we design the conversation? What design features do we include? Where and how do we include them? How do we make it positive user experience? How do we encourage collaboration? What are the incremental tests we can run to develop learning?
What? The Steps – How are we going to do THE STEPS Why? this & Who is involved? How? Why? Investigates the business case. How do we define the perceived value/impact of the idea? How should we define value if the outcome is not financial? How should we measure performance? How do we measure the influence? How do we measure engagement? How do we convert my social media marketing efforts into tangible results? How do we convert users to prospects? How do we create cash flow? What generates sales and what generates business? How do I monetize social media marketing?
What? The Steps – How are we going to do THE STEPS Why? this & Who is involved? How? Why? Investigates the risk from as many perspectives as possible. How should we identify and deal with potential risks? Technical? – i.e. Cost/complexity issues User/customer? – i.e. Negative commentary on products or services Employee? – i.e. Impact of improper communication Competitor? – i.e. Copying us better Market? – i.e. Wrong technology for the market Financial? – i.e. Cost vs benefit (intangible benefit such as branding)
What? The Steps – Why are we Doing it this THE STEPS Why? Way? How? Why? Justifies the choices. Have we examined the end user/customer experience? Is this the best way of doing things? Are we choosing the right people? Are we managing our risk? Is there a sustainable business case?
The Support Questions Questions that identify the agreements, ideas, culture you need to support your Social Media idea. What is the outcome we want? Why are we doing this? How do we create the energy and commitment and who is going to do this? Why are we doing it this way?
The Support Questions The Idea or Need Opportunity Evaluation What – is the outcome we want? SUPPORT Why – are we doing this? How & Who – creating the energy & commitment? Why – are we doing it this way?
Examples of Questions The following are some ideas of questions you could ask using ‘The Support Questions’ headings
What? THE SUPPORT Support – What is the Outcome you Why? Want? How? Why? Sets the strategy: What do you want to change in your relationships with your customer and other stakeholders. What do we do or potentially do that fits with Social Media? What fits with our culture & business model? What would we like to achieve with our customers? Can we define this with a simple slogan? What Social Media seems most appropriate i.e. Blog, wiki, etc? NB - Remember to return to this section later after as things can change once you have started the investigation.
What? THE SUPPORT The Support – Why are we Doing Why? This? How? Why? Questions your Strategy towards Social Media. Is this best we can achieve? Is there a cost benefit awareness? Is Social Media relevant to all our customers/stakeholders? Is this relevant our industry or market? Why are we not doing this already? NB - Remember to return to this section later after as things can change once you have started the investigation.
What? The Support – How are we going to THE STEPS Why? create the energy and commitment? How? Why? Understand how your stakeholders are using Social Media technology. Who are the company stakeholders? Which stakeholders are using Social Media? How are they using Social Media technology to communicate? How could this be improved? Who are the champions? Who are our talent resources for Social Media? Do we have the right people? Do they have the capabilities and competencies?
What? The Support – How are we going to THE STEPS Why? create the energy and commitment? How? Why? Keeping an eye on the future. How should we scan for technology possibilities? How do we develop the right sensing process to keep uptodate? How do we improve communication about the latest Social Media ideas? What is the selection process? How should we scan for changes in customer or user behaviour?
What? The Support – How are we going to THE STEPS Why? create the energy and commitment? How? Why? Encourage Participation. How do we consistently design the conversation with our employees and managers? How do we encourage participation? Have we identified their real motivations and interests? Can they be aligned to particular forms of Social Media? Are there any gaps or challenges in achieving their interests? What are managements understanding and attitudes? Are they aware of Social Media and how do we get their support?
What? The Support – How are we going to THE STEPS Why? create the energy and commitment? How? Why? Align culture & values. How do we make Social Media relevant and interesting for our colleagues? Do we have the right level of management support? Are our people interested in Social Media? Which groups or departments are most interested? Which aspect of Social Media are engaging and if so why? How do we improve on this?
What? The Support – How are we going to THE STEPS Why? create the energy and commitment? How? Why? Manage your competencies and develop new capabilities How do we identify, acquire & develop relevant Social Media skills? What systems and procedure do we have for promoting new learning? Are we scared to fail? How do we encourage experimentation? How should we document and how should we spread learning? How do we manage the social balance? How do we respect the medium and maintain proper etiquette and keep the communication solution? Are there online protocols for beginners so we don't break the quot;unspoken rules“?
What? The Support – How are we going to THE STEPS Why? create the energy and commitment? How? Why? Measuring performance to create benefit & cost awareness. How do I measure the effectiveness of social media? How do we measure success, impact on brand & ROI? How do we set-up flexible Social Media performance management systems that: • Keep up with the customer • Reward good performance • Monitor our communication and keep things on track • Communicate the value added (tangible, non tangible) How do we share these results internally and externally? Can we easily spot when we are succeeding/failing?
What? THE STEPS Support – Why are we doing it this Why? way? How? Why? Justifies the choices you made during scoping the How and the Who Have we examined our people? Have we got our eye on the future? Have we empowered and involved the right people? What fits with our culture? Have we got a useful performance management and rewards system? Have we got the right learning structures in place to develop new skills?
Evaluating the Opportunity Steps Questions Examined The Idea or Evaluation Need Opportunity Examined Questions Support Questions Examined
The Evaluation Questions! 1. Is this Right or Wrong for us? 2. How best to implement? 3. What do we need to do? 3. What changes do we need to make?
Tips on Using the Model 1. Set Up a Steering Group - try and identify the people that have an interest in Social Media 2. Involve the Young – they have greater awareness of the latest technologies 3. Involve senior Management – they have the greatest power to support an initiative 4. Keep Checking Back - You may need to work through the model several times with your colleagues as the discussions are likely to yield new and important information 5. Always Focus on the Why – always ask yourself why are we doing it this way, is this right for us, etc?
Why?: the Mother of All Questions Remember, things go wrong when you play with her kids without asking!
Recapping The Steps What’s the What? Social Media Goal? Is this How? Why? Suitable? ID user ID user ID Business Methods? Technology? Testing? Risk? Profile? Requirements? Colleagues? Case? To identify To company set Why? stakeholder needs direction
Recapping The Support What’s the What? Dynamic Social Media Strategy? How? Why? Is this right direction? Culture and User? Management? Employee? Skills? Communication? Scanning? Values? To involve To align and Why? people encourage
Recommendations for Implementing Social Media Use the Brainstorming model for scoping Start small and iterate (learn through small failures) Think through consequeces Find a champion and get senior management support Always look to build in some form of performance measurment system Take care while selecting partners
Avoid the Deadly Sins of Social Marketing When communicating online with your customers: Don’t be a spammer Don’t be a stranger Don’t be noise Don’t be lazy Don’t be fake Don’t be selfish
Only Fools Rush In AVOID the temptation.
Engagement & Trust If you want buy-in for your idea you need engagement with your customers and your colleagues. Engagement comes from trust you build through creating a sustained conversation. Technology is the enabler – but the conversation is the essential human element.
About the Author Ben Johnson UK Key Account and Business Development Manager at Preview Networks. This presentation is for his MBA so please comment on slideshare: Email: firstname.lastname@example.org Call +4531370672 YOUR FEEDBACK WOULD BE GRATELY APPRECIATED! Preview Networks Preview Networks is a leading international video content aggregator that enables film distributors to get their content on the web, mobile and other digital media outlets. Play Networks serves as the single point of contact between the content owners and media (websites, portals, blogs, social networks etc.) by providing a centralized distribution and reporting platform. Preview is used by more than 90 % of all the film distributors in Germany, UK, The Netherlands, Sweden, Denmark and Finland, France Spain and Switzerland with clients and partners including Fox, Universal, Sony, Disney, Warner, MSN, MTV, Blockbuster and other major media partners. Preview was founded in Copenhagen in 2004, and is venture backed by Sunstone Capital. The company has local sales teams in ten markets and is rapidly moving into new territories.
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