A strategic Approach To Social Media

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					Leveraging the Internet and Social
  Media: A Strategic Approach

          Fergal Coleman
          www.buaconsulting.com/social_media
                  Twitter @buaconsulting
        http://www.linkedin.com/in/fergalcoleman
               facebook.com - buaconsulting
     Over the last one to two months,
     raise your hand if you, either
     professionally or personally, have
     ……?


                                                   3%
3%
                    20%

                                  80%
         100%             www.buaconsulting.com/social_media
www.buaconsulting.com/social_media
                      Outline
•   Introduction to Social Media.
•   It’s here to stay – internal and external.
•   Provide an approach.
•   Facilitate discussion.
•   Provide some examples.




                               www.buaconsulting.com/social_media
www.buaconsulting.com/social_media
www.buaconsulting.com/social_media
And it differs from Traditional Media
               Social media is based on the
               integrations/conversations between
               different people online and for brands
               to become part of this they need to
               move from a monologue to a dialogue

                                technology
                                     is
                                    the
                                  conduit



                        www.buaconsulting.com/social_media
Social Media Landscape




              www.buaconsulting.com/social_media
It’s not just Facebook & Twitter




                      www.buaconsulting.com/social_media
         Think about what people do
1. People Creating – Blogs, (blogosphere) user generated
   content, Podcasts, Youtube, Slideshare.net, Docstoc.
2. People Connecting – Facebook, Linkedin, Twitter,
   Myspace, Bebo, Orkut, hi5, Secondlife, Foursquare.
3. People Collaborating – Wikis (wikipedia), Intelpedia
   (internal use), Bearing Point (Mike2.0), Salesforce chatter,
   Centraldesktop, Sharepoint.
4. People Reacting – Forums, discussion boards, ratings,
   reviews.
5. People Organising – tags, Digg, De.licio.us.
6. Accelerating Consumption – RSS, Widgets.
                                                              Forrester




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   Social Media and Your Business
• Don’t start with technology
• Start with your Sustainable Competitive Advantage
  (SCA)?
• What is yours?




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           The POST Approach
•   People
•   Objectives
•   Strategy
•   Technology


                                              Forrester




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                       People
What groups do you want to engage with?

• Customer segments?
• Partners?
• Staff?

  – Discuss and list


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The Social Technographics ™ Ladder
                                               Publish a blog
                                               Publish your own Web pages
Taken together, these        Creators          Upload video you created
                                               Upload audio/music you created
groups make up the                             Write articles or stories and post them

ecosystem that forms the                       Post ratings/reviews of products/services
                                               Comment on someone else’s blog
groundswell.                  Critics
                                               Contribute to online forums
                                               Contribute to/edit articles in a wiki



By examining how they       Collectors
                                               Use RSS feeds
                                               Add “tags” to Web pages or photos
are represented in any                         “Vote” for Web sites online


subgroup, strategists can
                                              Maintain profile on a social networking site
determine which sorts of     Joiners
                                              Visit social networking sites

strategies make sense to                      Read blogs
reach their customers.      Spectators
                                              Watch video from other users
                                              Listen to podcasts
                                              Read online forums
                                              Read customer ratings/reviews



                            Inactives         None of the above



                                             Groups include people participating in at least
                                         www.buaconsulting.com/social_media
                                            one of the activities monthly.
www.buaconsulting.com/social_media
www.buaconsulting.com/social_media
www.buaconsulting.com/social_media
Where are your groups on
the social technographics
ladder?




               www.buaconsulting.com/social_media
                  Objectives
1. Listening – Use social media to better research
   customers and markets.
2. Talking – Use social media to spread messages
   about your company.
3. Energising – get your most enthusiastic
   customers to become advocates , using social
   media to increase word of mouth.
4. Supporting – Support customers or help your
   customers support each other.
5. Embracing – Integrate your customers into the
   way your business works (e.g. Lego).

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       Strategy and Technology

• Strategies are unique to each organisation.
• Understand your People and your Objectives.
• Use the Mindshop tools to develop your
  Strategies.
• Choose the social media Tools that best suit
  your Strategy.


                            www.buaconsulting.com/social_media
                              Examples
Good Social Media Examples
   Tourism Queensland: The Best Job in The World
   Flowerdale - Rebuilding a Community
   www.twitter.com/telstra
   www.twitter.com/harveynormanau
   www.fixmystreet.com.uk
   http://www.billabong.com.au/blog
   Case Study: http://larasolomon.wordpress.com/2010/01/25/mocks-fan-page-case-
   study/ or view Facebook page
   BMW YouTube Channel
   B2B Examples:
   Techcrunch: Intervew with Cisco, Virgin America, Comcast Social Media Leaders
   Approva.net: I love a Good Audit (Making Auditing Fun!) and Happy Birthday To
   Sarbannes-Oxley Video
   BearingPoint: Mike2.0
   CWS "Say No Dirt" Video
   The Dramatic Chipmonk - just to show YouTube can cheer us up every so often


                                                 www.buaconsulting.com/social_media
       Bursten-Marsteller Survey
1. The majority of the companies surveyed are failing to
   take an integrated or strategic view of social media.
2. Australia’s leading brands are neglecting the
   opportunity to engage with stakeholders via
   Facebook, the most widely used social network in
   Australia.
3. Corporate blogs are yet to gain traction in Australia.
   Corporate Australia lags the US and UK in this regard.
4. Brand value does not necessarily denote best practice
   in social media, despite research linking customer
   engagement via social media and corporate financial
   performance.

                                  www.buaconsulting.com/social_media
                Conclusion
• Social Media - the evolution of the web.
• It’s social not technological.
• It’s about two way communication it’s a
  conversation.
• Use the POST approach.
• Don’t Fear it, embrace it!



                             www.buaconsulting.com/social_media

				
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Description: An Strategic Approach To Social Media using Forresters Methodology