A strategic plan to use Social Media in your institutional communication

Better information on line, better user experience...

Use the social media in your communication strategy

About We Are The Words

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1. When the Web became social

2. How the Web became social

3. How do the others do - benchmark?

4. Which social media can I best use?

5. Which are my audiences?

6. What are my communication goals?

7. The launch!

6 ⓒ We are The Words

When The Web Became Social

• Technology• Interaction• Content Creation

User & user groups

• Create• Organize, • Tag, • Amend & recommand, • Reinvent.

= WEB 2.0 =

FROM MEDIA TO SOCIAL MEDIA:

-> Collective intelligence-> Crowdsourcing-> Folksonomie-> Social bookmarking-> Social networking

http://www.oecd.org/dataoecd/57/14/38393115.pdf

“ ... empower the user to contribute to developing, rating, collaborating on and distributing content... ”

“ ...amateur users contribute online material in a similar manner than traditional authors... ”

Quantitative Analysis of User-Generated Content on the Web

www.ra.ethz.ch/WWW/www2008/ws-workshop/WebEvolve2008-03.pdf

http://www.ebizmba.com

Collective intelligenceCrowdsourcingFolksonomieSocial bookmarkingSocial networking

THE MASLOW PYRAMID

How The Web Became Social

THE MASLOW PYRAMID

= WEB IS A MEDIA =

Web Is A Media

User Gets The Power

User Becomes The Media

❶ ❷ ❸

The user becomes the media

Are You Ready To Use Social Media?

1.What do you do and why, in your words (not a vision statement)? On what could you, as a business, spend more time, energy, and focus?

2.Are you passionate about your role? If so, why? If not, what would help you be?

3.What goals do you have for your role this year? How do you hope to impact the success of your department? The company?

4.How would you describe the culture of our organization?

5.How do you use the internet in your work life? In your personal life? Where are the overlaps?

Are You Ready To Use Social Media?1.How do you use the internet in your work life? In your personal life? Where are the

overlaps?

2.How do you believe Cefic’s staff uses the internet for their work? Have you heard ideas or feedback for ways they’d like to use it more or differently to do their jobs better?

3.Where do you turn when seeking resources or information about your organisation’s influence/impact? About your stakeholders opinion?

4.What do your audiences seek from you?

5. If you could ask your audiences whatever they wanted, what questions are on your mind? What would you like to know about them and their relationship to your organisation ?

Are You Ready To Use Social Media?1.Do you think your brand presentation aligns with your reputation as an organisation?

Why or why not?

2.What kind of communication or promotion do you think you do really well? What’s gotten you excited about the way you present your organisation and why?

3.How well do you think you communicate with audiences overall ? Do you solicit their feedback ? and how? What strengths and gaps do you see? Does it impact you, and if so, is it for better or worse?

4.What sorts of measures do you use in your current role to evaluate the success or impact of your organisation?

5.What’s your perception about social media based on what you know/have heard/have read? And what is the perception of the organisation about these?

How Do You Use Social Media?If you’re on Facebook, how long are you on it? What do you do there? How many pages do you go to? What type of content do you share? What type of content do your “friends” share?

If you’re on Twitter, how long are you on it? What do you do there? How many profiles do you follow? What type of content do you share? What type of content do your followers/the people you follow share?

If you’re on LinkedIn, how long are you on it? What do you do there? How many contacts do you have? What type of content do you share? What type of content do your contacts share?

Type Description Example Added value

Highly popular syndication format that allows users to subscribe to any updates of content or project activities.

Virtually ubiquitous on blogs and most mainstream media websites, Used extensively to keep updated on news.

Can be used to provide updates on corporate information or team activities. Also useful for assisting audiences to access thought leadership content.

Making videos available for download, either to anyone on the Internet or a defined audience. Videos are usually short withlimited expected quality.

YouTube and other video sites have become extremely popular ways of sharing videos.

Videos can be used for communication to stakeholders for content updates, learning programs, and sharing of social activities.

Microblog

Short (usually maximum of 140 character) updates that people can subscribe and respond to, building broad-based conversations.

By far the most popular micro-blogging platform is Twitter, which has grown dramatically since its birth in 2006.

Several organizations are now providing micro-blogging systems internally & externally.

Social Network

Online community in which people create personal profiles and share information with their friends and contacts.

While Facebook is the most popular social network, there are also many others, more specific (LinkedIn).

Social networks give visibility, facilitate social interaction and trust-building among audiences.

Social Bookmarking

Notation of on-line sources (webpages, video clips, pictures, text files, etc.) as favorites in a public or semi-public space.

Del.icio.us and other social bookmarking tools are highly popular, and cansignificantly impact the visibility of the organization.

If broadly adopted, social bookmarking helps staff to find relevant information and reduce duplication of research.

Which Tools?

Which Tools?http://namechk.com/

Which Tools?

http://twitter.com/TRInternational

http://twitter.com/AmChemistry

http://twitter.com/plasticpossible

http://twitter.com/chemicalweek

Which Tools?

http://www.alexa.com/siteinfo/

72% users created their account between January & June 0985% of users posted less than a tweet/day

Which Tools?

http://www.sysomos.com/insidetwitter/

21% of the users never published anything50% of the users publish less than once a week94% of the users have less than 100 followers

Which Tools?

• 5% of the users generate 75% of all Twitter activity • 10% generates 86% of the Twitter activity

Which Tools?

• The more followers a User has, the more he/she’ll tweet

Which Tools?

http://twitter.com/chemicalweek http://twitter.com/WesterveltCW

Which Tools?

http://www.slideshare.net/erickschonfeld/linkedin-demographic-data-jun08-presentation

http://www.andersonanalytics.com/index.php?mact=News,cntnt01,detail,0&cntnt01articleid=52&cntnt01origid=16&cntnt01detailtemplate=newsdetail

.tpl&cntnt01dateformat=%25m.%25d.%25Y&cntnt01returnid=46

Which Tools?http://www.andersonanalytics.com/litype/

Which Tools?

Which Tools?1. LinkedIn Applications: ▪ What you are currently reading: You can communicate what books your reading, which shows

how well read you are. ▪ Travel schedule: This allows you to meet up with other LinkedIn professionals in your network. ▪ Blog/ Wordpress integration: You can integrate a blog on your profile page as well. If your profile

is keyword optimized, you get a lot of traffic and in turn more traffic back to your website from displaying the blog application.

2. Status Update Tool: Simply by communicating short messages or updates on what CEFIC is doing, you can drive significant exposure to your organization. Links to websites, articles, or blogs can nourrish your updates. The best way to shorten the links is through Bit.ly link (shorten which include real time analytics).

3. LinkedIn Mobile: If your audiences have a blackberry, Palm, or Iphone this is a great application to keep up to speed with their LinkedIn network and enter status updates just go to m.linkedin.com on their phone to begin using the application.

4. PingFM: This is a great tool not just related to LinkedIn, however it can integrate across most social platforms to push out your status updates in one single place saving you vast amounts of time. Learn more at www.Ping.fm

Which Tools?

How To Use Them?

Inform, Promote, Convert?

Inform Promote

Convert

Inform Promote

Convert

Inform Promote

Convert

Analysis & BenchmarkingHow do the others do it?Why do the others do it?

Internal actors Objectives = inform, promote, convert? Roles, needs, resources External targets Define your audiences = Personas How to engage them How to interact with them

Editorial strategy

Defining Your Strategy

- There is no “one right way”. - What is most valuable will vary depending on the organization.- Some things work and some don’t.- There always may be better ways.

How Do The Others Do It?

• Are there already on line services similar to what I wanted to set up?

• Will I be able to update & develop the service if necessary? • Will this service be relevant & consistent with the organization

visibility & communication strategy? • Which ressources will be necessary (people, content, design,

advertising, ...)

Why Do The Others Do It?

Establish/develop contact with communities Engage & measure community beliefs/ideas/desires Instantly communicate with the communities Make the audiences grow fast

Why Do The Others Do It?

Public RelationsAudiences SupportMarket ResearchBrand MarketingLaunches/New PublicationsConsumer EducationEventsProject DevelopmentCustomer Relationship Management

How Do The Others Do?

YOUTUBE

TWITTER

FACEBOOK

DELICIOUS

Analysis & Benchmarking

- Where the relevant conversations are taking place?- Who’s participating?- What they’re saying and the tone of the discussions?- What specific information they’re looking for?- What are the patterns of behavior within your specific communities?

Internal actors Objectives, roles, needs, resources Competencies & affinities with the tools

Internal actors

External targets Define your audiences How to engage them How to interact with them

Let us examine the 4 CEFIC personas Which one(s) are your personas? Which are their communication channels/needs? Wich social media do they use? How would they use your social media (and

which ones more than the others?)

7. The launch!

Targets & Personas

7. The launch!

Which Social Media To Reach Them?

Why, at CEFIC, would you use- An RSS feed - Facebook- Twitter- LinkedIn- YouTube- Delicious

Inform Promote

Convert

Which Intent?

•Improve awareness and open communication about your organization? •Reach new audiences and open channels for membership or servicing? •Use these tools as collaboration platforms? •Informational communication? •Virtualizing your brand? •...

Knowing your intent drives which path you take.

Which Message?Consumer wants and needs (vs. Products)You can't develop products and then try to sell them to a mass market. You have to study consumer wants and needs and then attract consumers one by one with something each one wants. Author of the movie Field of Dreams, J.P. Cancilla may have exclusive rights to the phrase "build it and they will come". In most cases, you have to find out what people want and then "build" it for them, their way.

Cost to satisfy (vs. Price)You have to realize that price - measured in dollars - is one part of the cost to satisfy. If you sell hamburgers, for example, you have to consider the cost of driving to your restaurant, the cost of conscience of eating meat, etc. One of the most difficult places to be in the business world is the retailer selling at the lowest price. If you rely strictly on price to compete you are vulnerable to competition - in the long term.

Convenience to buy (vs. Place)You must think of convenience to buy instead of place. You have to know how each subset of the market prefers to buy - on the Internet, from a catalogue, on the phone, using credit cards, etc. Lands End clothing, Amazon Books and Dell Computers are just a few businesses who do very well over the Internet.

Communication (vs. Promotion)You have to consider the communication instead of promotion. Promotion is manipulative (ouch!) - it’s from the seller. Communication requires a give and take between the buyer and seller (that's nicer). Be creative and you can make any advertising "interactive". Use phone numbers, your web site address, etc. to help here. And listen to your customers when they are "with" you.

From the “4P” to the “4 C”

CF. General Motors :

Blogger Policy

1. We will tell the truth. We will acknowledge and correct any mistakes promptly.

2. We will not delete comments unless they are spam, off-topic, or defamatory.

3. We will reply to comments when appropriate as promptly as possible.

4. We will link to online references and original source materials directly

5. We will disagree with other opinions respectfully.

Which Editorial Chart?

7. The launch!

✓ Give your tools a “name”✓ Login / Passwords✓ E-mails✓ When creating the tools✓ Editorial Chart✓ How to prepare them (content, design, on line publishing)✓ How/When communicating on their launch✓ How communicating on their existence?

Prepare The Tools

1. Know your business.

2. Know your target audiences.

3. Know your competition.

4. Know your objectives.

5. Know how to measure your results.

6. Know your help.

7. Trust your help.

Check-list # 1

Check-list # 2

A strategic plan to use Social Media in your institutional communication

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