social media strategy course material
TRANSCRIPT
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SOCIAL MEDIA STRATEGY
HOW TO DEVELOP A
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Who is who? What is social media and strategy anyway? The new media landscape - deportalization How to act in this landscape - five strategies Lunch The five strategies - continued How to develop a strategy Organizational challenges
09.00 09.15 10.00 11.30 12.15 13.00 13.30 14.45
THIS DAY
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WHAT IS SOCIAL MEDIA?
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Bulletin Board systems
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Weblogs (aka. blogs)
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WE NEED A DEFINITION
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ALL DIGITAL PLATFORMS WHERE THE USERS OF THE PLATFORM ARE SOMEHOW
INVOLVED IN THE CREATION OF THE CONTENT
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WHAT IS STRATEGY?
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WHAT IS BAD STRATEGY?
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MISTAKING GOALS FOR STRATEGY
BAD STRATEGIC OBJECTIVES
FAILURE TO FACE THE
CHALLENGE
Everybody else is on Facebook which is why we must also
be there
Our strategy is to get 10.000 likers on our Facebook page
Our CEO should be very active on
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SO WHAT IS GOOD STRATEGY?
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Strategy
=
Problem solving
Define the problem Make hard choices
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WHAT IS YOUR PROBLEM?
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DEPORTALIZATION
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AND IT’S NOT ONLY IN THE UNITED STATES
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BUT IT CAN ALSO BE POSITIVE
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WE HAVE LOST CONTROL OF THE CONVERSATION
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WHAT’S GOING ON?
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CanonWikipedia
DPreview
Blogs
EDB priser
The world of social media
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CanonWikipedia
DPreview
Blogs
EDB priser
The world of social media
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CanonWikipedia
DPreview
Blogs
EDB priser
The world of social media
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CanonWikipedia
DPreview
Blogs
EDB priser
The world of social media
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CanonWikipedia
DPreview
Blogs
EDB priser
The world of social media
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CanonWikipedia
DPreview
Blogs
EDB priser
The world of social media
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CanonWikipedia
DPreview
Blogs
EDB priser
The world of social media
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CanonWikipedia
DPreview
Blogs
EDB priser
The world of social media
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WHAT TO DO?
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GET BACK IN THE CONVERSATION
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DEPORTALIZE YOUR COMMUNICATION!
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3 PLATFORM APPROACHES
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1. LISTEN AND PARTICIPATE
2. INTERNAL CREATION OF CONVERSATION
3. EXTERNAL CREATION OF CONVERSATION
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LISTEN AND PARTICIPATE
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HOW DO THEY DO IT?
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LISTENING ON A SPECIFIC PLATFORM
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OR A SPECIFIC TARGET GROUP
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INTERNAL CREATION OF CONVERSATION
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BUT BEWARE
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EXTERNAL CREATION OF CONVERSATION
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USING EXISTING PLATFORMS
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BUT BEWARE
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BUILDING YOUR OWN
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BREAK
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TEAM WORK
- Do your customers speak about you (in social media)?
- Where? - Who? - What would be the right
platform approach for you?
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THE FIVE STRATEGIES
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IT STARTS WITH INVOLVEMENT
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Involvement
High
Low
Co-creation of products
Involvement in products
Creation of new involving product
Creation of involving campaigns
Old school marketing
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Involvement
High
Low
Co-creation of products
Involvement in products
Creation of new involving product
Creation of involving campaigns
Old school marketing
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Involvement
High
Low
Co-creation of products
Involvement in products
Creation of new involving product
Creation of involving campaigns
Old school marketing
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Involvement
High
Low
Co-creation of products
Involvement in products
Creation of new involving product
Creation of involving campaigns
Old school marketing
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On Twitter, @Alyssa_Milano wrote:
"Are you flirting with me, @oldspice guy?"
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Involvement
High
Low
Co-creation of products
Involvement in products
Creation of new involving product
Creation of involving campaigns
Old school marketing
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LUNCH
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TEAM WORK
- How involving is your product? - Are there subjects around your
product that are involving? - Which strategy or strategies
would be relevant for you? - Can you think of any way to
act upon this strategy (a concept)?
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HOW TO DEVELOP A STRATEGY
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GUIDING POLICY COHERENT ACTIONDIAGNOSIS
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EXAMPLES
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GUIDING POLICY COHERENT ACTIONDIAGNOSISWe are not sufficiently visible on search engines
Create conversation on an internal platform
when people are already involved in the subject
Build a Q&A functionality into the existing
information website
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GUIDING POLICY COHERENT ACTIONDIAGNOSISOur target group is
extremely difficult to reach with regular
media
Use an external platform to make our customers share their experiences with our
highly involving product
Start a Facebook-page and an Instagram
profile. Use hash tags. Encourage people to
share videos and photos
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GUIDING POLICY COHERENT ACTIONDIAGNOSISWe are a fairly unknown
start-up business without a big marketing
budget
Use our existing customer service to listen and participate
and create surprisingly good customer
experiences
Buy a social media listening tool and
educate your service reps to go the extra
mile
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LET’S COMPLICATE THINGS A LITTLE
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Problem
Analysis
Insight
Guiding policy
Coherent action
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PROBLEM
TRADITIONAL ADVERTISING FOR THE PUBLISHING HOUSE IS BECOMING INCREASINGLY INEFFECTIVE. PEOPLE DO NOT BUY
BOOKS BECAUSE OF A PRINT AD IN “WEEKEND-AVISEN BØGER”, BUT MORE AND MORE BECAUSE OF RECOMMENDATIONS FROM
FRIENDS - VERY OFTEN IN SOCIAL MEDIA.
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ANALYSIS
OUR METRICS TOOL REVEALS THAT WE HAVE RELATIVELY FEW VISITORS ON OUR WEBSITE AND ONLINE SURVEYS
SHOW THAT IT IS AUTHORS AND NOT READERS WHO VISIT OUR WEBSITE.
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INSIGHT
READERS DO NOT CARE ABOUT PUBLISHERS - THEY CARE ABOUT AUTHORS AND BOOKS!
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GUIDING POLICY
BOOKS AND AUTHORS SHOULD BE THE STARTING POINT FOR CREATING INVOLVEMENT WITH READERS
(IF WE GET THEM INVOLVED, THEY WILL START TALKING ABOUT BOOKS AND AUTHORS AND IF THIS HAPPENS ON SOCIAL MEDIA WE WILL
BECOME PART OF THE SOCIAL MEDIA CONVERSATION)
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COHERENT ACTION
CREATE LINKS BETWEEN BOOKS AND THE DIGITAL WORLD
TRAIN AUTHORS IN THE USE OF SOCIAL MEDIA
GIVE AUTHORS TOOLS TO EFFECTIVELY USE SOCIAL MEDIA
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Nyhedsbrev • Emne • Forfatter • Bog • Etc.
Facebook:
Strategi: •Generel tilstedeværelse •At være en “hub” for indhold
om bøger og forlaget
Instagram:
Strategi: •Lyttende tilstedeværelse •At være til stede via
medarbejdere og forfattere
Twitter:
Strategi: •Lyttende tilstedeværelse • Indhold er primært copy-
indhold fra Facebook
Forfatterside • Blog • Facebook • Instagram • Twitter • Kommentarer • Bøger • Trailer • Foredrag • Abonnér på
nyheder om forfatteren
Bog 1 • Anmeldelser • Læseranmeldel
ser • Kommentarer • Køb bogen • Abonnér på
nyheder om bogen
Bog 2 • Anmeldelser • Læseranmeldel
ser • Kommentarer • Køb bogen • Abonnér på
nyheder om bogen
Kommende bog • Nyheder • Hash tags • Links • Abonnér på
nyheder om bogen Events
• Foredrag • Signeringer • etc.
Egen blog
Andre relevante platforme
Emneuniverser:
•A •B •C
Bloggerne og det store internet
Læsegrupper
Overvågning
Kommentarer/
Anmeldelser
Nyhed
sbrev
Kommentarer
Anmeldelser
Forfatteropkvalificering
•Undervisning •Sparringsgrupper •SoMe kontaktperson hos
forlaget
Forfatter SoMe handlingsplan
•Opstartsmøde •Udarbejdelse af plan •Løbende opfølgning
Webside
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ANOTHER EXAMPLE:
DET NATIONALE FORSKNINGSCENTER FOR ARBEJDSMILJØ
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ORGANIZATIONAL CHALLENGES
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Involvement
High
Low
Co-creation of products
Involvement in products
Creation of new involving product
Creation of involving campaigns
Old school marketing
Demand a high degree of organizational
change
Demand a low degree of organizational
change
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EXAMPLES
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YOU WANT TO CO-CREATE!
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BUT DO YOU REALLY WANT TO CO-CREATE?
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WOULD YOU PARTICIPATE?
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YOU WANT TO INVOLVE YOUR USERS IN YOUR PRODUCT?
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BUT DO YOU REALLY WANT TO INVOLVE YOUR USERS IN YOUR PRODUCT
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SO, YOU WANT TO CREATE A NEW INVOLVING PRODUCT?
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BUT, DO YOU THINK LIKE A START-UP?
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SO, YOU WANT TO CREATE INVOLVING CAMPAIGNS!
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BUT IS YOUR ORGANIZATION FAST AND AGILE ENOUGH TO ACT IN REAL TIME?
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SO, YOU WANT TO SHARE VALUABLE CONTENT IN SOCIAL MEDIA!
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BUT WHAT IF YOUR COMPETITORS STEAL YOUR VALUABLE CONTENT?
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WHAT TO DO?
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5 ORGANIZATIONAL MUSTS
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INVOLVE THE TOP MANAGEMENT
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You don’t want a CEO blog, but you want a management that is deeply engaged in
social media initiatives
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CREATE A STEERING GROUP
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The steering group should involve all relevant functions in the organization: •Management •HR •Communications/PR •Marketing •IT •Innovation departments •Product development
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REGULAR FOLLOW-UPS
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Re-visit the strategy at least monthly but preferably by-weekly
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CREATE TANGIBLE BUSINESS OBJECTIVES
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You need to know what you are aiming at and why it has significance for your
business
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ESTABLISH KPI’S
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You need to know how to measure the attainment of your business objectives.
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TEAM WORK
- What is our organizational obstacle #1 when it comes to working with social media?
- What can be done to overcome this obstacle?
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THANKS FOR YOUR PARTICIPATION
WWW.PETERSVARRE.DK
THE END