Scott Lake: Corporate Social Media Strategies
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Transcript of Scott Lake: Corporate Social Media Strategies
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Corporate Social Media Strategies
Scott LakeThinkSM / SWIX
[email protected]@scottica
Tuesday, March 2, 2010
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Tuesday, March 2, 2010
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Tuesday, March 2, 2010
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Standard SM Toolkit
• Youtube
• Flickr
• Blogs
Tuesday, March 2, 2010
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Challenge
We all know how to use SM on a personal level but we don’t how to use it on a corporate level.
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Here is what SM can offer
• Marketing and promotion
• Public relations
• Corporate communications
• Crisis management
• Customer support
• Buzz generation
• Community
Tuesday, March 2, 2010
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Process of unlearning
• It doesn’t replace traditional marketing
• It requires an ongoing commitment
• It’s not easy to implement
• It’s rarely an overnight success
Tuesday, March 2, 2010
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• Social media policies (boring)
• Social media strategies (fun)
• Campaign development (fun)
• Content creation (it depends)
• Buzz creation / PR (fun)
Most clients want one of these
A lot of the time, they don’t know what they want - they just want social media
Tuesday, March 2, 2010
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Look for opportunities where...
1) SM can add to existing marketing efforts
2) SM can extend current business models
Tuesday, March 2, 2010
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Biggest Hurdles
• Give up too early
• Unrealistic expectations
• Not enough resources
• Think it looks easy
Tuesday, March 2, 2010
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SM Communications Strategies
Tuesday, March 2, 2010
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SM Communications StrategiesCommunicating with your clients
• How do they currently communicate with you?
• How do they want to be communicated with?
• Determine the appropriate toolset
• Push out information
Soliciting client feedback
• Blogs, discussions, wikis, online surveys
• Use multiple methods and amalgamate results
• Pull in feedback
Tuesday, March 2, 2010
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SM Communications Strategies
Communicating with your external community
• Know where your target community is and go there
• Have a strong presence so you can be found
• Listen to what is being said about you in social media
• Engage in the conversation
• Disseminate your message across as many media as possible
Communicating with the media
• Social Media Press Release
• Use deconstructed news for better control over the message
Tuesday, March 2, 2010
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SM Marketing Strategies
Tuesday, March 2, 2010
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SM Marketing StrategiesDetermine your goals
• Improve client satisfaction
• Provide another channel of communications
• Become a leader in your field in the use of social media
Research similar organizations
• How are other organizations being successful using social media?
• Are their goals the same as yours?
Audit your current resources
• Images, videos, podcasts, events, video opportunities, traditional marketing resources, campaigns
Tuesday, March 2, 2010
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SM Marketing Strategies
Strategy and Campaign Development
• Overall SM Marketing strategy
• Campaign-specific strategy
• Apply appropriate toolset to each strategy
Allocate the appropriate resources
• Give them access to the proper equipment
• Make sure you have dedicated resources with specific responsibilities
• Choose the right people!
Tuesday, March 2, 2010
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Some Amazing Campaigns
Tuesday, March 2, 2010
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Ikea: Store Launch
The secret is to get creative and do something new
Tuesday, March 2, 2010
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Evian: Live Young
45,166,109 online views worldwide.
http://www.youtube.com/watch?v=_PHnRIn74Ag
Tuesday, March 2, 2010
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Breast Cancer Awareness
Breast Cancer Awareness - 3 Million Views
http://www.youtube.com/watch?v=OEdVfyt-mLw
Tuesday, March 2, 2010