150 S. Front St., Suite 200

Columbus, OH 43215

www.columbus.org

Don’t W

aste Time Online –Strategy First

Business First Social Media Summer Camp

Setting the Tone

�What makes it noise vs. helpful communication?

•What bothers you about inform

ation you receive in the

mail, email and online for social networks?

•What inspires interaction?

�What barriers do you see to implementing a strategy

at your organization?

Key Elements

�Solution meets audiences needs

�Accessibility

�Hyper Segmentation

�Convergence

�Online Activity = Offline Action

�A Burning Platform

�Account = success

My BO –Wrap Up

�What was the value for

the customer?

�What was the visible

measurement?

The Numbers

�2 m

illion profiles

�35,000 volunteer groups

�400,000 blog posts

�200,000 offline events

�13 m

illion email

addresses

�$639 m

illion raised (67%

online)

�Millions of SM

connections

Social Media Strategy

�Research and Planning

•Need (customer/business)

•Current Conversation

•Identification of actions willing to take (internal culture)

•Resources (content, people, $$)

�Action

•Build channel/customize channel

�Communication (and integration)

�Evaluation –Measure and Adjust

Key Elements

�Identification of barriers

•Location

•Culture

•Stock price/perform

ance slide

�Online action = offline action

�Authenticity

�Gradual build

�Access

BE3 Blog W

rap Up

�What was the value for the employee?

�What was the visible measurement?

A New Channel

Using Social Media for Innovation -Starbucks

�New Channel (not an existing tool)

�Allows for multiple user interaction types

�Fills a need

�Creates ownership from customer

�Fulfills on the brand promise (online/offline)

MyStarbucks W

rap Up

�What was the value for the customer?

�What was the visible measurement?

�Audience

•Where do get their

inform

ation?

�User Behaviors

Create

Comment

Collect

Consume

Using Social Media for Customer Service -Comcast

�Existing Tool

�Fills a need

�Creates ownership from customer

�Fulfills on the brand promise (online/offline)

Comcast Cares W

rap Up

�What was the value for the customer?

�What was the visible measurement?

What do you do with the info on a Macro level

�LISTEN and take notes

�Your Piece of the Pie

•What is being said

•How does it compare to others in

your space

•Frequency & Tone

+

-

A vs.

B

X

Using Social Media to Build Expertise/Product Use –A List Apart

�Key Elements –A List Apart

•Quality content, not sales info or self-promotion

•Crowd-sourcing of content

•Multiple ways to interact

�Key Elements –Juicy Juice

•Multiple ways to interact (watch, games, puzzles) all

based on education

•Ability to share

•Convergence (TV, YouTube, Web)

•Incentive/Fills a Need

•Multiple ways to interact

A List Apart and Juicy Juice W

rap Up

�What was the value for the employee?

�What was the visible measurement?

Make it happen:

�Find the need

�How can you help?

�What are you willing to do online and

offline?

�Identifying the right tool

�Listen –Participate -Facilitate

�Identify influencers

�Measure

Measurement

�Not HITS

�Engagement

�Behavior Change

�Sales

�Known expertise

What Does it Really Take?

�Resources

�Culture –Authenticity

�Willingness to fail first

�Clear understanding

•Purpose for campaign

•Tied to business goals

•Value you can add

�Education/Training

Connect post-event:

Jamie Timm

@jamietimm

www.linkedin.com/in/jamietimm

Jamie_Timm@columbus.org