3. “ I’ll be very clear on this. If you want to influence me, be in a conversation and dialog with me, in person, online, and wherever I go.” – Jeremiah Owyang, Altimeter Group
13. Recommended approach PLAN What do I want to achieve? LISTEN What’s already being said, where and by who? ANALYSE What are the insights to leverage? ENGAGE What’s the best method/platform for engagement?
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15. Fish where the fish are* . * Fishermen (and bears) have known this for years
To start a social media campaign – people often get it wrong by targeting the wrong individual. For example if I was running a campaign to reduce obesity in children I might focus on Jamie Oliver Jamie is an amplifier of data and not necessarily the creator – for that Edelman analyst the web and identify the message and how it originated – in this case it was National Obesity Forum – much easier to target this group successfully This is proactive use Must remember reactive use when someone hits a chord – must use tools to keep track of new people and messaging
To start a social media campaign – people often get it wrong by targeting the wrong individual. For example if I was running a campaign to reduce obesity in children I might focus on Jamie Oliver Jamie is an amplifier of data and not necessarily the creator – for that Edelman analyst the web and identify the message and how it originated – in this case it was National Obesity Forum – much easier to target this group successfully This is proactive use Must remember reactive use when someone hits a chord – must use tools to keep track of new people and messaging
To start a social media campaign – people often get it wrong by targeting the wrong individual. For example if I was running a campaign to reduce obesity in children I might focus on Jamie Oliver Jamie is an amplifier of data and not necessarily the creator – for that Edelman analyst the web and identify the message and how it originated – in this case it was National Obesity Forum – much easier to target this group successfully This is proactive use Must remember reactive use when someone hits a chord – must use tools to keep track of new people and messaging
Go to where the communities are already hanging out – building new places for them to visit is difficult Facebook, MySpace, Bebo...all very well. The future of social networks is niche.