How to Optimize Your Social Media Strategy

how social
is your media?
Ruud Janssen

@ruudwjanssen

www.tnoc.ch

©TNOC | 2011 | www.tnoc.ch graphic source: Rego.ch

what is your objective?

“If you aim at nothing,
you’ll hit it every time”
zig ziglar

©TNOC | 2011 | www.tnoc.ch

image credit: David Armano
adapted by Ruud Janssen

Ruud Janssen, CMM

©TNOC | The New Objective Collective
www.tnoc.ch

Crafting Live, Hybrid & Digital Footprints™ for Organisations and Events

Bespoke social media strategist & online collaboration enabler
TEDxBasel Founder & Curator
MPI international board of directors
Board member Meeting Support Institute
Board member Project Meeting Architecture
Judge of EIBTM Worldwide Technology Watch Awards
Accredited MPI global trainer & facilitator

Captivate | Cultivate | Elevate


1 content
2

continuity context
4
3
connectivity

graphic source: David Armano adapted by Ruud Janssen


would you like to
test the waters?


one message
One message before Social Media…
before social media


one message
One message before Social Media…
after social media


do you have the essentials for 2012?


question to ask yourself

before we begin


what do they see?


what do they care about?


how do they want
to be listened to?


what initiatives do they take?


http://chat.myswitzerland.com/index_de.php


what actions are you looking
for them to take?


what touchpoints can you offer?
4
2 3
1

how do you connect the personal touchpoints

what touchpoints do they experience?
4
2 3
1

what behaviour change do you want to see?

ask yourself before you begin:
what is your strategy?

“ tactics without strategy is the
noise before defeat ”
sun tzu


conversation
leveraging

gobal market

community

organisation

personal

elements of social media
strategy

personal communications objectives

Market, World
personal
‣ build a personal brand
Community ‣ generate leads
‣ build network value
Organization
‣ keep informed
‣ establish expertise
Personal


internal communications objectives

‣ document knowledge
Market, World internal
communicationsideas
‣ generate
Community ‣ improve retention
‣ reduce costs
‣ identify leaders
Organization

‣ communicate quickly
Personal

‣ strengthen culture


customer communications objectives

Market, World customer
‣ generate ideas
communications
‣ build brand reputation
Community

‣ gain referrals
Organization
‣ energize enthusiasts
‣ cheap, fast research
Personal
‣ reduce support cost


market communications objectives

Market, World market
communications
‣ increase visibility
Community ‣ market intelligence
‣ competitor intelligence
‣ brand intelligence
Organization

‣ crisis mitigation
Personal


implementation:
grow from your comfort zone slowly

Market, World

Community

Organization

Personal

I can get my we can keep we could always OMG what if they
feet wet it private pull the plug say something bad?

...but start listening at all levels now

implementation:
strength at one level can be leveraged to
the next level
Market, World

Community

Organization

Personal

teams create and brand evangelists
leaders ignite
contextualize multiply and echo
team
messages to the message
participation
outside world everywhere

...but start listening at all levels now

©TNOC | 2011 | www.tnoc.ch graphic source: Rego.ch

tactical elements
of social media


implementation:
each tool has it own strengths and
weaknesses
fast followers, faster news
shallow friends, noisy

deep connections, viral
private, slow building

great control, unlimited content
slow building, commitment


Personal

Friend request your
address book contacts

Friend request Facebook/
Research contact’s Nice to hear from you!
LinkedIn
personal proﬁle Let’s do lunch!
recommendations

Answer LinkedIn
Follow up with requestor,
Questions in your area of
request friend connection
expertise

intelligence:
social networks for lead generation

www.myswitzerland.com
Social Media Policy
Switzerland Convention & Incentive Bureau Version: Sunday, 8 May 2011

version 1.0 ©TNOC | 2011 | www.tnoc.ch

Organization

Social Media Policy Proposal SCIB

Prepared for:
Barbra Albrecht, General Manager Switzerland Convention & Incentive Bureau (SCIB)

Prepared by:
Ruud Janssen, CMM, Managing Director TNOC

Version date: 8 May 2011

intelligence:
internal wikis and networks

Community

Appendix 6: Overview of Strategic and Official Partners.
Strategic Partners

Official Partners

intelligence:
community idea forums
Switzerland Tourism Medium-term Planning 2012–2014 | 50


Market, World

intelligence:
community idea forums

Market, World

intelligence:
analytics dashboards

Market, World

intelligence:
conversation mining

conversation
leveraging

gobal market

community
listening messaging
[intelligence] [advertising]
organisation

personal

elements of social media
strategy

deﬁning your
strategy map


from the
perspective
of the users


to drive business
results


ask yourself before you begin:
what is your objective?

“If you aim at nothing,
you’ll hit it every time”
zig ziglar


interested?


are you prepared to
join a workshop?


or do you prefer
to be last in line?


workshops to explore touchpoints clients experience?

suggested actions:
plan workshops involving the supply chain
in pilot destinations

who would like to
take initiative?


ﬁrst things ﬁrst...lead the way


how social
is your media?
Ruud Janssen

@ruudwjanssen

www.tnoc.ch


Ruud Janssen, CMM

©TNOC | The New Objective Collective

www.tnoc.ch

ruud.janssen@tnoc.ch

Crafting Live, Hybrid & Digital Footprints™ for Organisations and Events

Bespoke social media strategies & online collaboration solutions
Accredited MPI global trainer & facilitator
TEDxBasel Founder & Curator
MPI international board of directors
Board member Meeting Support Institute
Board member Project Meeting Architecture
Judge of EIBTM Worldwide Technology Watch Awards

Captivate | Cultivate | Elevate


inspiration and (re)sources:

‣www.tnoc.ch ‣www.tedxbasel.com
‣www.tnoc.posterous.com ‣www.myswitzerland.com
‣www.interactivemeetingtechnology.com ‣www.wordpress.com
‣www.scribd.com ‣www.ted.com
‣www.twitter.com ‣www.mpiweb.org
‣www.twubs.com/tnoc
‣www.twubs.com/myswitzerland Twitter # hashtags to search
‣www.ﬂickr.com ‣#eventprofs
‣innovationinsight ‣#switzerlandcvb
‣www.hootsuite.com ‣#engage365
‣www.bluewiremedia.com.au ‣#eventprofs
‣www.rega.ch ‣#tnoc


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