strategic social media management 2009

Strategic Social Media Management

Kami Watson Huyse, APR

The More Things Change…

The More They Stay the Same

“You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.”

- Joe Ragan, NewsradioAs quoted in “Groundswell” by Charlene Li and Josh Bernoff

RISKS AND OPPORTUNITIES

10 Risks of Engagement

From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4

On Lawyers…“The Best Way to Deal with

Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.”

- Guy Kawaski, “The Art of Partnering”

48 Hours

48 Hours

Tim McIntyreVice President, CommunicationsDomino’s PizzaStrategist, Summer 2009

“There is a segment of the population that wants you to put on a microphone and a webcam and describe what you’re doing as you are doing it. They want you to describe how you are putting out the fire.”

Incremental

Costs of “Sitting it Out”1

• Competitive Disadvantage

• Profit, positioning, insights

2• People Talk• Employees, customers,

competitors, detractors, drive-by onlookers

3• No Platform or Early

Warning• SEO, silence is guilt, no direct

channels

4• Lost Opportunities• Evangelists, feedback, reviews,

ratings, loyaltyFrom 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5

Altimeter 2009

TOUCH POINTS

The BEEHIVE

BuildEavesdropEchoSocialize

The Connected Company

Listening

Nimble

ResponsiveOrganized

Accountable

From “The 5 Competencies of the Connected Corporation,” Communication Overtones, http://twurl.nl/ojcxsv

Listen• Free tools:

Google Blogs, RSS feeds loaded into Google Reader, FeedDemon

• Paid Tools: Radian 6, DIY Dashboard, BuzzStream, Legacy Brands

Participate• Join• Comment• Cross link• Build relationships• Find your community

The Internal Team

On Junior Staff…

agilliam Says: October 12, 2008 at 9:33 am

“I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by MySpace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”

Conversation Starters

@lettergirl

#journchat

Social Etiquette

1. Authenticity2. Privacy3. Disclosure4. Truthfulness5. Credit

Adapted from David Scott Meerman, The New Rules of Marketing and PR

Contribute• Content• Values/Culture• Experiences• Resources

From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r

“Ask not what your [community] can do for you, but what you can do for your [community]”

CASE STUDIES

@netsolcares

Customer Service

NetSol Evaluation

Social Hub

Thought Leadership

Aggregation

Informative “Best Friend”

Exclusive Offers

Access

Tactics and Tools

Seven Types of Social Media

From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz

Publishing Social Networks

Democratized Networks

Virtual Networks

Automatic Aggregators

Edited Social News

Content Distribution

Hot Online Communities

• Facebook• Twitter• LinkedIn• Plaxo

• Ning• BlogHer• Kirtsy• Digg

BIBLIOGRAPHY– Naked Conversations, Robert Scoble and Shel Israel– The New Rules of Marketing and PR, David Scott

Meerman– Measuring Public Relationships: The Data-Driven

Communicators Guide to Success, KD Paine (purchase at www.measureofsuccess.com)

– Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back, Rohit Bhargava

– Groundswell, Charlene Li and Josh Bernoff– Twitterville, by Shel Israel

Kami Watson Huyse, APRPhone: (713) 568-5750

E-mail: kami@myprpro.comTwitter: kamichat

Blog: Communication OvertonesWeb site: www.myprpro.com