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

Social Media

• 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

Sociology

+

Technology

Social Media Ecosystem

Blogs / Wikis

Open

Social Networks

Walled Garden

Podcasts

Video

Email

Micro Blogging

IM/VOIP Forums

New Era

Decline of Mass Marketing

Return to Direct Participation

Ease of Group Formation

Conversation

Control

Campaign vs.

Relationship

Search = Expertise

12 Steps

Social Media

1. Your Organization’s Objectives

2. Culture

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

3. Your Community

4. Monitor

5. Analyse

6. Social Media Objectives

7. Integrated Strategy

8. Technology

9. Interact

10. Enrich

11. Measure

12. Assess & Refine

12 Steps

1. Your organization’s objectives

2. Culture3. Your Community4. Monitor5. Analyse6. Social Media

Objectives

7. Strategy8. Technology9. Interact10.Enrich11.Measure12.Assess & Refine

Bookshelf

Social Media

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