Creating a Social Media Strategy

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This presentation walks you through what you need to understand to develop a comprehensive social media strategy. The presentation includes assessing current marketing and personnel assets, developing the environmental scan and competitive analysis, understanding engagement theory, social media measurement and the strategy itself.

Tecnología Empresariales

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

Creating a Social Media Strategy

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Notas del editor

http://www.flickr.com/photos/lenore-m/312319615/
Collaboration: Wikipedia, wikis, social bookmarking Multimedia: photo sharing, video sharing, art sharing, livecasting, podcasting Entertainment: virtual worlds, online gaming Reviews and opinions: product reviews, service or entertainment reviews (amazon, yelp epinions, eluna) and Q&A (yahoo answers, linkedin answers)
The number of fans makes a huge difference in what you will be able to do
A is the org goals. B is what the audience is interested in (or their goals, needs, etc.) What's in the middle is generally where THE conversation topic is going to be.
Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
Contributors = 80 more people talking than the engage set. Participators = 60 more than the engage set. Creators = 170 more Social media activity generated 2.5 times more conversations amongst creators than the engage set. http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties. He identified four different components of tie strength. Time, Intensity, Trust, Reciprocity of four components. Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship.
Let them help you by letting them help other customers and reward them properly. This will create a cycle of reciprocity can sustain itself. Aside from the added benefit of reducing support cost, implementing a co-creation strategy is one of is the most effective way to increase reciprocity between your brand and your customers.
Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
Universal McCann (March 2008) Power to the People - Wave 3 Study on Social Media Trends www.universalmccann.com/Assets/wave_3_20080403093750.pdf
Wired Wealthy donate a minimum $1000 to one cause, http://www.createthefuture.com/trend_of_the_week_2008.htm http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.htmlhttp://www.createthefuture.com/trend_of_the_week_2008.htm
http://www.flickr.com/photos/lululemonathletica/3876552794/
http://www.flickr.com/photos/55714700@N00/5383102286/
http://www.flickr.com/photos/90462847@N00/3389565299/ http://www.communityorganizer20.com/2009/10/23/the-case-of-the-4000-twitter-followers-who-dont-care/
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Attention. The amount of traffic to your content for a given period of time. Similar to the standard web metrics of site visits and page/video views. Participation. The extent to which users engage with your content in a channel. Think blog comments, Facebook wall posts, YouTube ratings, or widget interactions. Authority. Ala Technorati, the inbound links to your content – like trackbacks and inbound links to a blog post or sites linking to a YouTube video. Influence. The size of the user base subscribed to your content. For blogs, feed or email subscribers; followers on Twitter or Friendfeed; or fans of your Facebook page. http://www.beingpeterkim.com/2008/09/a-framework-for.html Jeff bulla: http://www.jeffbullas.com/2009/11/09/8-steps-to-demonstrate-positive-return-on-investment-for-social-media-marketing/
Trust, reciprocity, engagement, participation, fans, and superfans in the Blue Key Tweetathon June 11, 2011 33% of the Blue Key Champions at the time participated in the Tweetathon (13 participants, out of approximately 35/36 Champions)
http://www.flickr.com/photos/moriza/2565606353/