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Social Media Strategies for your Organization? Connecting the Dots

April 10, 2007

ConnectConnect with the audiences and

influencers who matter

Jeremiah OwyangDirector of Corporate Media StrategySpeaker | Blogger | Video Blogger | Social Media ConsultantWeb-strategist.com

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Survey

Who’s who?• Roles• Deployment• Resistance/Acceptance

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Social Media Strategy: Connect the dots for a seamless experience.

Questions to Answer:• What is Social Media? • Creating a Seamless Strategy across your enterprise• Concepts• Case Study: HDS• What others are doing• Actionable next steps

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Experienced Practice Leader

• Various Web Roles: Exodus, Cable and Wireless, World Savings, Hitachi

• Manager, Online Communities at Hitachi Data Systems

• Currently, Director of Corporate Media Strategy at PodTech

• Interfaces with many Corporations that are using Social Media

• New Media: Blogger, Video Blogger, Streaming Video, Former Podcaster, what’s next

…to social media consultant

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The Many forms of Web Marketing

• 1) Corporate Domain• Corporate Site• Portal Strategy• Microsites for Segmentation• Interactive Web Marketing• Intranet/Extranet• Regionalization

• 2) Search Marketing• Search Engine Optimization

(SEO)• Search Engine Marketing

(SEM)

• 3) Out Bound and Syndicated Web Marketing• Email Marketing• Invasive Marketing• Syndicated Content and RSS

• 4) Brand Extension• Web Advertising• Contextual Advertising• Sponsorship and /Cross

branding/Affiliate

• 5) Emerging Mediums tie with the Internet• Internet TV (IPTV)• Mobile Content• Online Massive Multi

Player Games, Console Games

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What is Social Media?Tools that foster exchange of ideasExchanges become conversationsCommunities form

It’s about peopleTools that easily let people share and be quickly foundConversations of the MarketplaceVoices of the People

They matter because:• The Trust factor• Impacts to Google Results• Rapid Word of Mouth• Different than Broadcast Marketing

More importantly:

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Why is Social Media Important?

http://www.nielsenbuzzmetrics.com/cgm.asp

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Concept: The Web is Participatory, Technographics

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Concept: Online and Offline Echo Chamber• What happens in the real world echoes online• What happens online is discussed offline

Opportunities:• Bloggers treated like Media • Blogger Lounges, Media Rooms, Blogger

Lounges– BlogHaus: The Digital 2.0 Press Room

• Creating online buzz out of CES 2007 • BlogHaus Beach Party 2007, CES 2008

• Community Events– Lunch 2.0– STIRR

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Concept: Marketing Scope Increased

• Web Marketing Not on Two Domains only– Corporate Site and Google Results page

• Battles will be fought where people talk• Decisions not made on Corporate Website• Corporate Website used later in decision process?

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Concept: Edgeworks

• “Edgeworks” (Term founded by Brian Oberkirch)• Past: Corporate Communications group would broadcast message• Now: Two-way authentic conversations happening at “edges” of

company• Future: Corporate Communications (and everyone else) to join

“edges”

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Concept: Evolution

• Chat Rooms• Blogs• Media• Video to lead• Asynchronus to Real-Time (ustream, twitter)• Mobile• Data moving to “cloud”• Integrated in other applications• IPTV

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Concept: Letting go and Gain More

• Who’s in control?• Dialogues vs Messages• Listen• Embrace positive and negative feedback• Nakedness

– Transparency = Trust– Trust = Influence

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Concept: Customer Resource

• The Industry Wiki• Customers First• Promoting Competitors

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Industry Trends

1. Understand the changes2. Understand the tools3. Start to listen and Monitor4. Experiment with Tools5. Build Team, Roles, Process6. Gently align with Corporation

I’ve observed that1. Organic gardens emerge2. The “controllers” resist

For Corporations

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Emerging Roles

• Evangelist– Educator and Cheerleader– As an Evangelist, it doesn’t mean you’ll have followers, so don’t

forget to look back once in a while.

• Community Manager• Organic Blogger• Vice President• Corporate Controller *sigh*

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How can Social Media be used?

• Sales Lead Acquisition• Product Requirements• Product Development• Support• Internal Knowledge• Market & Customer Feedback• Rapid Sharing• Executive Leadership & Visibility• Branding

It’s not just Marketing…

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Social Media Impacts to Marketing

• Yet another influencers group to consider• All groups will adopt social media• Conversations (like Techmeme, Digg)• Less Marketing Hyperbole• Adopt “Pull Strategies”• Customers will be the new marketers• Faster and faster

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Social Media Impacts to Product Development• "Intranets are an anachronism. They’re gonna die, it’s just a

matter of time." –Johnathan Schwartz, CEO of Sun• Product Teams and Customers will work togethers• Firewalls will lower• Inventory may reduce• Requirements will come directly from customers• Case Study: Dell IdeaStorm

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Social Media Impacts Product Support

Customer to Customer:• Support• Upgrade• SpeculateTo Do:• Harness customers supporting each other• Wikis, Forums, other tools coming out…Ustream• Send Feedback to Product Teams

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Social Media Impacts to Employees/Partners• Intranets and Extranets• Adopt “Enterprise 2.0”• Intranets are no longer only behind the firewall• Tagging, Networks, Reputation, Online Personas• IT departments need to get ahead of the curve

– Risks of Data, Personas, IDs, Profiles

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Case Study: Hitachi Data Systems (2005-2006)100 year old Japanese Company, Data Storage Sector

Deployed: • Executive Blogs• User Support Forum• Audio Podcasts • Industry Wiki• RSS News Feeds• Lunch2.0 event

Strategy:• Tied to announcement process• Tied to customer life cycle• Feedback sent to product teams• Headcount, budget, and promoted

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Tactics to build your Social Media Program

• Recognize the new influencers • Prepare for all scenarios • Don’t shy away• Human media is at your disposal. • Address the good as well as the bad• Track who’s who• Appoint and Empower• Employees will blog, embrace • The Blogging/Ethics Policy• Consider creating the “Air Traffic Control Tower”• Measurement to Manage• Use Social Media as Sales Tools.

– A “living” white paper by your companies thought leaders– A rapid response tool– A Conversation Starter

…what I’ve learned

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Tactics to build your Social Media Program

• Social Media is about people. • Communities are the goal, conversations are the verb. • Let go to gain more• Risk of the unknown, plan to be flexible• Social Media goes deep in the organization• This public conversation will be archived through as long as the internet is

accessible. Google is the memory.• Social Media is not magic nor voodoo. • Social Media is a component of your Web Strategy.

…what I’ve learned

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[Social Media impacts all areas of the Corporate Organizations, savvy companies are developing strategies by learning, letting go, and embracing

change]

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About PodTech Network

• A leading online media network fueling conversation among influencers, audiences, and brands– We help you tell your story

• Media Development & Social Media Planning Services

– We help you reach influencers and target audience groups• Contextual media delivery platform• New measurement capabilities

– We help you build deeper relationships, online and offline• Event sponsorships

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Q&AJeremiah Owyang

web-strategist.com/blogDirector, Corporate Media Strategy, PodTech.net