embracing a sea of change best practices in social media
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http://www.redshoesconsulting.com/TRANSCRIPT
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Social Media:Embracing a Sea of
Change
RedShoePlanet.c ma “How Can i Make You Happy Today “company
On most slides, we have
notes below the fold
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Social Media
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• Online communications in which individuals switch roles fluidly between “audience” and “author.”
• Use social software to allow users to post, comment on, share or mash up content and to form communities around shared interests
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Sociology
+
Technology
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Social Media Ecosystem
Blogs / Wikis
Open
Social Networks
Walled Garden
Podcasts
Video
Micro Blogging
IM/VOIP Forums
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New Era
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Decline of Mass Marketing
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Return to Direct Participation
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Ease of Group Formation
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Conversation
Control
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Campaign vs.
Relationship
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Search = Expertise
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12 Steps
Social Media
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1. Your Organization’s Objectives
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2. Culture
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Culture
• A desire to be closer to your stakeholders• A belief that conversation with them will
build a bond of understanding• A tolerance for dissent – not everyone will
agree with you• A willingness to act on what you hear• A senior Champion
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3. Your Community
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4. Monitor
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5. Analyse
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6. Social Media Objectives
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7. Integrated Strategy
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8. Technology
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9. Interact
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10. Enrich
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11. Measure
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12. Assess & Refine
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12 Steps
1. Your organization’s objectives
2. Culture3. Your Community4. Monitor5. Analyse6. Social Media
Objectives
7. Strategy8. Technology9. Interact10.Enrich11.Measure12.Assess & Refine
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Bookshelf
Social Media
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Essential Reading
• Cluetrain Manifesto• Naked Conversations• Everything is Miscellaneous• Here Comes Everybody• The Long Tail• The World is Flat• Wikinomics• The New Rules of Marketing and PR