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The Strategic Fit of Social Media

@ShaunHolloway

There are a lot of definitions… really.

“Social media is an ever-growing and evolving collection of online tools and toys, platforms and applications that enable all of us to interact with and share information. Increasingly, it’s both the connective tissue and neural net of the Web.” ~ Ann Handley

Definition of Social Media

Grassroots efforts are often needed.

One that agrees with my mantras…

Do you agree with the authors’ definition?

“A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”

Groundswell, page 9

Definition of a “Groundswell”

Grassroots efforts are often needed.

VERSUS: These definitions.

Video: Social Media Revolution 2012

Why Do We Care?

Don’t just watch the grass grow.

The Transition and Shift

Invest in new plants.

Previous Era New Era

Targets end-users Community of end-users

Monologue Communication Dialogue-based Communication

Awareness Priority Engagement Upgrade

Push Strategy Pull Strategy

Protected Communication Transparent Communication

Created by Organizations Co-created with end-users

Brand Management Focus Brand Stewardship Focus

Connect, inform, engage, advocate,exchange, consume, produce

What Does Social Media Do?

Increase “findability” and revenue, indirectly

Enhance the user experience and content delivery – these are only tools

Save time, money, and system stress

The seeds need planted.

Perform miracles, i.e. save a company

What Does Social Media NOT Do?

Function as a stand-alone marketing effort

Live the same forever

Is it time to reseed?

CAUTION: “Social Media Implosion” Ahead!(to avoid = have a strategy and approach to sustain)

Sample of Relating Strategic Plans

Creatures may come and mess it up.

Organization Strategy

Marketing Strategy

Social Media

Photo and

VideoEmail Content

IT Strategy

System Web Portal Channel

Web Strategy Model

How Does It Fit? Find out.Holloway, 2008

Full Presentation:

http://slidesha.re/webstrategymodel

Be the lawnmower.

Resource

Attract Retain

Serve

EngageSales

Orientation

InformAdvertising Orientation

Design

System Social

InterfaceUsability

NavigationSitemap

IntegrationServer architecture

Database designAdmin tools

New mediaVisibility

ConnectionApplication

Audience Content

Channel

Central Website and Community

Video

Photos

Blogs

Audio

SocialNetworks

YouTube

Vimeo

Veoh

Flickr

Webshots

Photobucket

Picasa

Slide

DailyMotion

Facebook

LinkedIn

Forums

Microblogs

Interest

General

Utterly

Blubrry

Interest

General

SitesCompany

Individual

Institution

Organic

Web & Social Media Marketing Basic Model

Feeds BookmarkingEmail / Print

A strong core and foundation is needed to support the interconnection of all the tools and messages, while driving traffic to the core. All of the tools used should support the central core and one another.

Interest

General

Box IndicatesEXAMPLES of Tool and Service Providers- All areas connect to and support one another (2-way integration)

- A strong core is needed to support interconnectedness

Social Media Tool Hierarchy

May need to call in the pros.

Website, Facebook, LinkedIn, Blogs

Twitter, YouTube

RSS Feeds Apps

Flickr, Tumblr

WidgetsTier3

Tier2

Tier1

Approach to Social Media

Keep mowing.

Presented based on level of risk required, continued involvement,

and the need to develop a tool so it can help sustain a more complex tool.

Enter photo-sharing communities

Enter video-sharing communities

Establish blogs and micro-blogs

Sustain social network presence

Utilize audio

Active Participation

Tim

e

Progress Milestones

1) What is the purpose / mission?

Are You Ready? = 5 Questions

Know your fertilizers.

2) Who is going to be the champion?

3) Who is the target audience?

4) How is it going to be sustained?

5) How does it fit with marketing strategy?

Find the “Sweet Spot”

Shade or sunlight?

Channel

AudienceContent

SweetSpot

Be selective

Take your time

Social Technographics Ladder

Know your fertilizers.

Groundswell, page 43

3 Types of Media

Plant the seeds.

PaidTV

Print

Radio

Events

Display

SEM/Online

OwnedStorefront

Website

Direct Mail/Email

Social Network/Media

EarnedWord-of-Mouth

Press

Referrals

On-site Comments

Shares, Likes, RT’s

Check-ins

Ratings/reviews

Mentions

Shifted Componentsof the Marketing Strategy

Choose Communication Channels

based on audiences identified (sample buckets above)

FisherNewsletters

EmailCampaign /

blasts

Facebookpages

Blog posts/Twitter

LinkedInGroups

Media – Photo/video

Websites

Print Collateral

orLetter

News/mediarelease

Website/Feeds

Web Strategy creates and supports channels

Content

Customize/repurpose message for delivery in the chosen specific channel(s)

Create key message and/or media

Identify audiences appropriate for content

Monitor audience reaction and participation

Evaluation

Communication Strategy determines approach

Purpose/GoalAudienceTiming/FrequencyAppropriatenessResponseVoicePersonality

Consistency Brand

Development frameworkTool integration

Guides usageInnovation

Use social media centralization as a gateway and means to centralize marketing/communication functions

CONCEPT – Straw-man of a communication strategy/approach

- Needs done as wrapper of web strategy

Need to have a plan should the “less than 1% percent” happen

Comment & Response Protocol

Weeds happen. Deal with it.

@webpronews featured my social media response design in their "A Collection of Social Media Flowcharts" article on July 22, 2011, http://slidesha.re/n0rzEA

Part of your social media strategy and communications toolkit

Metrics and KPIs

Watch out for the rough.

The Value of a FollowerIs it worth it and how do you know?

What is important?# of followers, impressions, comments, …

Will vary relative with tool, but… What metric(s) do they ALL strive to influence?

Social Media is like a lawn…

Keep mowing.

It may grow all on its own, but it should be groomed.

Grassroots efforts are often needed.

The seeds need planted.

Is the grass really greener on the other side?

Weeds happen. Deal with it.

Watch out for the rough.

Some withstand the heat better than others.

How do you know you’re growing it right?

It is time to reseed?

Be the lawnmower.

Creatures come in a mess it up.May need to call in the pros.

Know the landscape.

Know your fertilizers.Shade or sunlight?