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Social media communications strategy by Robin Gurney

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Altex Marketing OÜ
Altex Marketing OÜ

Tips, how tos, case studies and resources on social media strategy, monitoring and ROI measurement

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Social Media Communications Strategy   Robin Gurney altex marketing www.altex.ee
The Hype: Twitter Enters Trough of Di si llusionment
2007 Sir Martin Sorrell ,[object Object],[object Object],[object Object]
May 2010: Martin Sorrell Is Learning Too.. ,[object Object],[object Object],[object Object]
Macro Economic Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategy I sn't A bout ROI It's A bout WINNING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Steps to Defining the Strategy in Your Social Media Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Setting Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
But Before You Start...Q & A ,[object Object],[object Object],[object Object]
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SM Might Not Be For You..Yet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Saving M oney with S ocial Training, Ideas, Education ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Saving Money with Social: Real Cases ,[object Object],[object Object],[object Object],[object Object],[object Object]
KODAK Social Media Strategy
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Monitor and Measure (not same thing) ,[object Object],[object Object],[object Object],[object Object]
Monitoring Social Media
Monitoring Social Media
What to M easure ,[object Object],[object Object],[object Object],[object Object],[object Object]
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Sources & Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],More Sources & Resources

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Social media communications strategy by Robin Gurney

Editor's Notes

  1. T he social media conversation is dominated by technologies and platforms. "Facebook" and "Twitter." This is not a strategic conversation. It is an immature discussion.  
  2. Analyst firm Gartner in mid 2009 released its latest Hype Cycle white paper looking at major trends . Twitter wa s said to have "tipped over the peak" and is just about to enter the infamous "Trough of Disillusionment." Social software suites and other microblogging services are likewise starting their downward trend. For me personally they are very productive Microblogging is only ranked "moderate," so Gartner doesn't think that Twitter is a very meaningful technology. Is Gartner underestimating the impact of microblogging ? Gartner does not analyze the over-arching trend of Real-time web that microblogging exemplifies. Personally I think the search and flitering products around twitter means twitter will not be a fad and will claim a long term place...if they can make some money....
  3. Martin said using a PR agency to supply information from “apparently independent” news sources reflected an interest from web users for “ideas and knowledge” was a way for brands to get around people’s aversion to web adverts. Basically he focussed on talking about using social media to push messages out . He mentioned nothing about listening, nothing about conversation. Nothing about how PR agencies can become the eyes and ears of a brand and the startegy of relationship management and how social media changes the dynamics of conversations that shape relationships to brands. Basically he had not grokked SM in 2007.
  4. Cynical comment: Is this because agency margin on Facebook ads is low? and display ads/r ic h media banners on portals provide better re venue/profit for an ad/media agency? BTW Sir Martin: There is no "might". But we are all guilty. .. But at least he has identified social media as more of an opportunity for public relations than traditional advertising. He is on the right track...but perhaps not for the noblest of reasons.
  5. “ Strategy isn’t “Let’s create a Facebook page” unless your  goal is “How can we copycat every other company out there?”" I am often asked who is doing social media well but I rarely answer. How can I? I do not know what their strategy is…. all I see are their tactics. How am I to know without more information? Don’t copy what you dont understand.
  6. Contact robin@altex.ee to find out more about how altex’s real time social media monitoring dashboard can help keep you in touch with what people are saying about you, your company, your brands and your people.