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‘ Creating the Buzz’ Social Media Strategy Workshop Association of Scottish Visitor Attractions Dr. Jim Hamill  Alan Stevenson Vincent Hamill www.energise2-0.com March, 2011
SM Opportunities and Progress Made ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SM Opportunities and Progress Made ,[object Object],[object Object],[object Object],[object Object],[object Object]
SM Opportunities and Progress Made ,[object Object],[object Object],[object Object],[object Object]
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Workshop - Overview ,[object Object],[object Object],[object Object]
Key Questions To Address  ,[object Object],[object Object],[object Object],[object Object]
Key Questions To Address  ,[object Object],[object Object],[object Object],[object Object]
Workshop Overview ,[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]
 
 
What is Social Media? ,[object Object],[object Object],[object Object],[object Object]
  Web 2.0/Social Media  Web 2.0 Applications Open source Online Applications/ Web Services Social Network Sites Social Content – Social Bookmarking Blogs or Weblogs Wikis Podcasts/ Vodcasts Virtual Realities Mash Ups RSS Feeds Mobile Web; Internet Telephony Twitter Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global Business Impact Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing  Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM
How Big Is It?
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Key Things to Remember ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Source: The Future of Advertising, APA, 17/02/09 as published on  Slideshare  ( www.slideshare.com )
 
Key Things to Remember ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
Key Things to Remember ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Performance Measurement  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The ‘6Is’ Approach
Key Things to Remember ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
[object Object],[object Object]
In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
 
 
 
 
 
From the web site ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
From Tripadvisor ,[object Object],[object Object],[object Object]
 
 
Will It Blend? - iPad
5.7 Million Views
United Breaks Guitars
9 Million Views
[object Object],[object Object]
The Web Site
Links to RSS Feed, Facebook, Twitter
RSS Feed
MoMA on Facebook
Two way dialogue and engagement
346,466 twitter followers
Dialogue not just broadcasting
MoMA Youtube Channel
Over 200 Videos
3,565,427 views, 12,413 subscribers
12,080 on foursquare
Dialogue
Dialogue
MoMA Blog
Links to other SM channels
MoMA on flickr  –  4,108 images
MoMA on iTunes
[object Object],[object Object]
[object Object],[object Object]
SM Development Cycle
Ten Key Steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ten Key Steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
Five Key Areas ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
Evaluate Your SM Landscape ,[object Object],[object Object],[object Object]
Diversity of Social Media
Key Questions to Address ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key Questions to Address ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Your G e neric Social Media Strategy Generic SM Strategy Matrix High Industry Impact Low High industry impact/ Low strategic importance Strategic priority High industry impact/ High strategic importance High engagement strategy Low industry impact/ Low strategic importance Passive approach Low industry impact/ High strategic importance Industry leader Low  High Strategic  Importance
‘ Be Customer Led’ ,[object Object],[object Object],[object Object],[object Object]
www.mashable.com
Monitor the Conversations ,[object Object],[object Object],[object Object]
An Example
The Beetles
[object Object],[object Object],[object Object]
[object Object],[object Object]
Progress Audit ,[object Object],[object Object],[object Object],[object Object]
SM Benchmarking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SM Benchmarking ,[object Object],[object Object],[object Object],[object Object],[object Object]
Readiness to Engage ,[object Object],[object Object]
Readiness to Engage Strengths Weaknesses List here  the main SM strengths of your organisation e.g. strong brand, quality customer base, customers already active in Social Media etc. List here  the main SM weaknesses of your organisation e.g. limited staff knowledge and understanding, resource issues, organizational mindset, influence/attitude of the IT Dept etc. Obstacles/Barriers Overcome Detail  the main obstacles and barriers for your organisation. Indicate  how barriers will be overcome, including in-sourcing / out-sourcing options
[object Object]
  Use a Simplified Balanced Scorecard  ,[object Object],[object Object]
Social Media Balanced Scorecard ,[object Object],[object Object],[object Object]
Social Media Balanced Scorecard ,[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media Strategy Map
[object Object],[object Object]
Channel Action Plans ,[object Object],[object Object],[object Object],[object Object]
Channel Action Plans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Some Key Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Some Key Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Some Key Decisions ,[object Object],[object Object],[object Object],[object Object]
A Successful Channel
High Engagement
Two Way Dialogue
But Then.......
48% Down on New 'Likes'
Post Views (-80%); Feedback (-60%)
[object Object]
Monitor and Measure ,[object Object],[object Object],[object Object]
Performance Measurement  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The ‘6Is’ Approach
Monitor and Measure ,[object Object],[object Object],[object Object],[object Object]
Monitor and Measure ,[object Object],[object Object],[object Object],[object Object],[object Object]
Merchant City, Glasgow
Monitor and Measure ,[object Object],[object Object],[object Object],[object Object]
[object Object]
Organization, Resource and People ,[object Object],[object Object]
Organization, Resource and People ,[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]
 
Visit “Edinburgh Castle” Visit “Kelvingrove” Visit “Falkirk Wheel”
Visit “Edinburgh Castle”
Visit “Edinburgh Castle” Visit “Kelvingrove”
 
 
Bob Dylan ,[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]

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ASVA - Social Media Strategy Workshop, 3rd March 2011

Notas del editor

  1. ICT Strategy Development and the Balanced Scorecard