Integrating social mediarelations strategy and getting

leadership buy in

All Service Social MediaConference  July 22 2010

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Key points

• Are you ready for the new web ? • Using listening tools for business Intelligence.• Harnessing the power of conversations to build a

new base - Facebook, niche networks• Telling your story - Building a new audience

through content- blogs, videos..• Integrate Social media to your traditional

marketing

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Are ready for a crisis?

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Social Media audience is growing

• Gartner : By 2014, social networking services will replace e-mail as the primary communications vehicle for 20 % of business users.

• With 500M users Facebook could be the 3rd largest country in population (China and India are larger for now)

• LinkedIn Now 60 Million Strong

• 105 Million Twitter users

• http://www.gartner.com/it/page.jsp?id=1293114 • http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-

Adults.aspx

http://scitech.blogs.cnn.com/2010/04/14/twitter-claims-105-million-registered-users/

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Social Media Process

1. Listen

2. Participate

3. Educate

4. Build Community

5. SocialCRM

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Create your community before you need them

• Your community extends far beyond your direct audience– Influencers of influencers– Court of public opinion

• Increase the speed of reaction by combining your Social interactions to your CRM tools

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Harnessing the power of evangelists

• You may not be able to scale to combat the “word of mouse”

• Develop a “raving fans “ through social followers

• Let your fans lead and manage their conversations

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Showing public support for a brand is major consideration for Social Followers

http://www.emarketer.com/Article.aspx?R=1007824&dsNav=Ntk:basic|email+marketin|1|,Rpp:25,Ro:-1

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How Businesses use Social Networking Tools

• Connect with customers

• Get ideas, trends, buzz

• Find peers and network

• Easy distribution of content

• Greater reach

• New clients

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Setting your organizational objectives

• Who are you trying to reach ?

• What do you want to change?

• How will this affect your organization?

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Step 1: Identify who should buy-in

• Identify Linchpin (s) to get this buy-in

• Who else should be involved?– Taking the lawyers to lunch

• Identify internal evangelists

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Step 2: Presence in the Social Media

• Search Results

• Social Profiles

• Content

• Interaction

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Step 3 : Resources

• In-house

• Make it part of existing resources

• Outsource

• Use existing community

• Find internal evangelists

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Step 4: Reasons for Social Media

• Same factors as a business case for public relations

• Media is changing – newspapers are going digital

• Consumers are consuming streams• Gap between a journalist and a reader is a tweet

away• Ensuring Accuracy• Social Swarms• Social Intelligence

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Step 4 : Measurement

• Out : Number of visits , fans and followers

• IN : – Measure outcomes

• Achieve attitudinal change• Reputation• Content shared across the internet• Happier “customers” and even happier employees

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Set-up guidelines and training

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Network Solutions Maintaining Long-term Positive Sentiment

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Establish Social Listening posts

• Google Alerts

• Search.Twitter.com

• Backtype.com comments

• Business Intelligence

• Paid tools like Radian6

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Make your whole organization social

• Every outward facing position can help you

• Existing communications campaign performance can improve with social media integration

• Communications can be faster with social platforms

• Enhance your recruiting efforts

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Integrate your marketing efforts

• Add your social media sites to your website

• Tell your followers on Twitter about your newsletter offers

• Add a sign-up section to your Facebook Page

• Add a link to your website from your blog

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Jeremiah Owyang’s Model For Social Business Structure

• Centralized– Control and implement all efforts

• Organic– Not coordinated, grows organically, experimental

• Coordinated– Centralized processes / units do effort

• Multiple Hub and Spoke– Coordinated across multiple units

• Holistic or Honeycomb– Every Employee empowered

http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/

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Final Thoughts

• Focus on objectives

• Set-up a coordinated effort

• Educate over restrict

• Measure and change tactics if required

• Community is conversations over broadcasts

• Harness the Wisdom of the crowd

http://www.flickr.com/photos/fwp-dawson/2821182851/

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Network Solutions

• Network Solutions helps small businesses solve the biggest problems the face - finding new customers and growing their businesses. 

• Our product line also includes a range of online solutions for building web and ecommerce sites, web hosting and related web services. 

• More than 3M small businesses use NS products everyday to run their businesses. 

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Questions ?

• Shashi Bellamkonda shashib@networksolutions.com

• Twitter: @shashib• http://blog.networksolutions.com

• Personal Blogs:– Technology & Social Media: http://www.shashi.name– Digital Thoughts: http://readythoughts.blogspot.com– Restaurant Reviews: http://www.carryoncurry.com