Will Rowan ma mba fidm Web savvy, marketing led business
strategy
TheCustomer on search engines & most social networks
Landscape
Social strategy
Adding value
Guidelines
In
Company
Landscape
Social strategy for business:
beAvailablefreEInterestingOpenUseful
Social strategy
Where: Focus activity on your your market's networks
Why: Feed networks with social objects
When: React, 24/7
Managing time & effort
Catalyse, Chat, Curate other's conversations
Tactics
Who: your customers & prospects (so no change there!)
What: your 4 R'sResearch bring new content to the
conversationReward thank & recognise contributionsRefresh
[today] - throw stories back into the newsflowRecycle [tomorrow
& beyond] - good nuggets bear repeating
When: Be aware of coastal tine: EU, US(E), US(W), P(E)
HowAssume that none of your readers right now have seen your
current story
Write once, read often, connect *everything, everywhere*:Product
& Service >> Literature (Digital & Print) >>
Podcast (Video &/or Audio) >> Blog >> Facebook
>> Twitter >> Email
Guidelines
its a Value Exchange
When you're asking folk to do things for you, consider:
1 Kudos: Will they get kudos from their network for sharing your
content?2 Worth doing: Does your mechanism give a +ve effort/reward
equation?3 Does it scale? (& is it resourced to scale?)4 Does
the action you're asking for fit your brand?
Adding value
In
Company
i Enterprise 1.0
Static intranets, Knowledge Management systems and
websitesBulletins
News items from the Comms Dept
Knowledge libraries
Broadcast internet Sites
ii Enterprise 2.0
begins at homeInternal wikis and blogs... simple extension of
corporate intranets
Communication
Engagement - user-driven
Knowledge & information exchange
Collaboration - activity centered
Live-Intranet
iii Broaden into
supply chain
Employee and supply chain networks... secure corporate
extranets
Joint development - co-creation
Improved and closer relationship
Cost optimisation and efficiency savings
Enhanced inventive problem solving
iv Invite customers inMass innovation, public forums, wikis and
corporate blogging... open innovation platforms
Customer participation
Crowdsourcing and the Wisdom of Crowds
Large scale innovation events
One more thing...Digital social media is Analogue brand
reputation + word of mouth...
old skills in new bottles
Slides available on Slideshare @
http://bit.ly/thecustomer
I'm available @thecustomer on twitter & skype
Will Rowan ma mba fidm Web savvy, marketing led business
strategy
TheCustomer on search engines & most social networks
Landscape
Social strategy
Adding value
Guidelines
In
Company
