SelasTürkiye Social media strategy how to approach social media in your business by Ben Johnson

8/8/2019 SelasTrkiye Social media strategy how to approach social media in your business by Ben Johnson

1/58

How to Brainstorm aSuccessful Social Media

Strategy in your Company

Confused?Then read on!!!


2/58

Before we Begin

!arning - This slide show is not intended to,tell you how important Social Media is there are plenty

.of other presentations out there doing a better job

What F**K Are Social Media

Blogs, Tubes, Twitters and More
http://www.slideshare.net/mzkagan/what-the-fk-social-mediahttp://www.slideshare.net/darmano/blogs-tubes-twitters-and-morehttp://www.slideshare.net/darmano/blogs-tubes-twitters-and-morehttp://www.slideshare.net/mzkagan/what-the-fk-social-media


3/58


4/58

Applying Social Media to Business

!vercome the Challenge It s not!limited to helping you make more money


5/58


The potential of Social Media to improve

the way we communicate has far wider

!implications to generate business value


6/58


Setting up a good Social Media experiencerequires you to become a communication

:architect through

Good design a rich user experience Creative problem solving finding alignment

to user requirements -Providing the right tools to involve the

user and develop the community Empowering the right people to give them

the opportunity to communicate


7/58

+ =Users Conversation Network

A Social Media strategy is about empowering the.conversation and involving the user

Grasp this concept and the opportunities are!!huge


8/58

How to Build the Conversation

So how do you create a conversation that ssustainable ?

:Simple Create good experiences Social Experiences Design conversations.... And relationships


9/58

:Implementing Social Media TheCommon Mistake

Most companies focus on the technologyand don t try to understand the

:behaviours or needs of their

Customers the end users -Employees the implementers


10/58

Not Suprising When There s soMuch Choice in Technology!!

Photo credit: Brian Solis Social Media Prism
http://www.flickr.com/photos/29157008@N04/2766547968/http://www.flickr.com/photos/29157008@N04/2766547968/


11/58

Ever Heard the One About a BadWorkman Blaming his Tools?

Photo credit: http://www.flickr.com/photos/ljr69/3074367811/


12/58

What this Presentation Will Do

Tell you to read a great book calledGroundswellby Charlene Li and JoshBernoff

Collect the great ideas from this book

Give you a simple Brainstorming tool toadapt to your circumstances.
http://www.forrester.com/Groundswellhttp://www.forrester.com/Groundswell


13/58

The Important First Step: Read

So lets start! Buy the book and read it. Then lookat your business and start to talk about the challengesyou face.


14/58

Key Points from Groundswell

oint 1 : The 4 Step Planning Process People / What are the customer employees

ready for? bjectives What are the goals for the

Social Media project? Strategy How do you want relationships

with your customers to change? Technology What applications should you

build or buy?


15/58

Creators create contentCritics review and commentCollectors , ,Tag RSS Bookmark

oiners Visit or join SocialNetworks

Spectators ,Read watch andlisten

Inactives - non of the above

K e y Po in ts fro m G ro u n d sw e ll

:oint 2 -Social Technographic Profile howyour potential customer base uses Social.Media


16/58

oint 3 : :Customer orientated objectives Listening Understanding yourcustomer

Talking Spreading your message

Energizing Word of mouth Supporting Get your customers to

support each other

Embracing Integrate your customerinto your business

Key Points from Groundswell


17/58

What Social Media Could do foryour Company

With your Colleagues: Contributing & Involving allowing people tocollaborate more effectively

Liberating accessing knowledge resources

Recruiting & Branding joining your cause orbrand

All these objectives offer significant business value

and a competitive advantage!


18/58

Measuring the impact of SocialMedia

Influence:

Engagement:


19/58

Still Confused?

Photo credit http://www.flickr.com/photos/okinreport/


20/58

Problem Solving Social MediaStrategy

Its practical time so lets start!talking about your business context


21/58

The Social Media Brainstorming Model

Before implementing any form of Social Media projectuse this Brainstorming tool

It sets thinking :into three critical parts

he Steps Questions identifies the steps to implementa Social Media idea he Support Questions identifies the internal support

and culture your company needs in order to Brainstorm anySocial Media idea

valuation Questions reviews your new perspective on

the opportunity and helps you select the best options


22/58

The Brainstorming Model

:Your Company Starting theBrainstorming Conversation

hedea orNeed

pportunityEvaluation

Your SocialMedia

Project

Your SocialMedia Idea

he Steps Questions

he Support Questions

EvaluatioQuestions


23/58

The Steps Questions

Questions that define the what, why and how ofimplementing your Social Media idea:

What is the outcome we want?

Why are we doing this? How are we going to do this and who should be

involved?

Why are we doing it this way?


24/58

The Steps Questions

Opportunity EvaluationThe Idea or

Need

What is the outcome you want?

Why are we doing this?

How & Who the practical steps?

STEPS

Why - are we doing it this way?


25/58

Examples of Questions

The following are some ideas ofquestions you could ask using TheSteps Questions headings

Wh t?


26/58

The Steps What is the Outcomewe Want to Achieve?

.efines the outcome you want What are we looking to achieve with this Social Media idea?Can we easily write it and communicate it as a short slogan? What business value will be added?

. . , What objectives are related to this goal e g Talking,Listening etc?

Are they simple and measurable so you know when you ve gotthere?

-NB Remember to return to this section later after as things can.change once you have started the investigation

What?

Why?

How?

Why?

The Steps Why are we Doing Wh t?


27/58

The Steps Why are we DoingThis?

uestions your Goal and your ObjectivesAre they suitable?

Is this best we can achieve? Why are these objectives suitable? Why are we not doing this already?


What?

Why?

How?

Why?

Wh t?


28/58

The Steps How are we going to&do this Who is involved?

.dentify and understand who is the customer Who is this idea for?

/ What is the social technical profile of your user customer?Examines how they , . .are using social media i e is the target

,demographic people collectors , .joiners etc

/ . . What are the user customer requirements i e Productrequirements for social media idea for assessing customerrequirements backed up by .evidence

What?

Why?

How?

Why?

What?


29/58


.dentify and understand who is the implementer Who should be involved in this idea?

Who are our talent resources? Who feels passionately about this? Who is most likely to be affected or impacted?

Do we have the right people?

What?

Why?

How?

Why?

What?


30/58

.nvestigates what you need to doHow do we implement this idea?

/ / What are the related processes systems technologies that arealready working within our company?

What areas are we lacking learning in?

. . ,How do we choose the technology i e buy build or JointVenture? What new processes and systems training do we need?

,Can we set up a test or experiment to investigate if so how?

What?

Why?

How?

Why?


What?


31/58

.efines the Conversation ArchitectureHow do we design the conversation?

What design features do we include? Where and how do we include them?

How do we make it positive user experience?

How do we encourage collaboration? What are the incremental tests we can run to develop learning?

What?

Why?

How?

Why?


What?


32/58

.nvestigates the business case/How do we define the perceived value impact of the idea?

How should we measure performance?How do we measure the influence?How do we measure engagement?

How should we identify and deal with potential risks?

. . /Technical? i e Cost complexity issues/ . .User customer? i e Negative commentary on products or

services . .Employee? i e Impact of improper communication

. .Competitor? i e Copying us better . .Market? i e Wrong technology for the market

. . (Financial? i e Cost vs benefit intangible benefit such as)branding

What?

Why?

How?

Why?


What?


33/58

The Steps Why are we Doing itthis Way?

.ustifies the choices/Have we examined the end user customer experience?

Is this the best way of doing things?Are we choosing the right people?Are we managing our risk?

Is there a sustainable business case?

What?

Why?

How?

Why?


34/58

The Support Questions

Questions that identify the agreements, ideas, culture you needto support your Social Media idea.

What is the outcome we want?


How do we create the energy and commitment and whois going to do this?

Why are we doing it this way?


35/58

The Support Questions

Opportunity EvaluationThe Idea or

Need

How & Who creating the energy & commitment?


What is the outcome we want?UPPORTWhy are we doing it this way?


36/58

Examples of Questions

The following are some ideas ofquestions you could ask using TheSupport Questions headings

What?


37/58

Support What is the Outcomeyou Want?

.efines Social Media strategy What do we do or potentially do that fits with Social

Media? What fits with our culture and what would we like to

achieve?

Can we define this with a simple slogan? . . , , What Social Media seems most appropriate i e Blog wikietc?

What are the objectives for the strategy?Are they simple and measurable so you know when you ve got

there?


What?

Why?

How?

Why?

What?


38/58

The Support Why are we DoingThis?

.uestions your Strategy towards Social MediaIs this best we can achieve?Is there be a perceived cost benefit awareness?

/Is Social Media relevant to all our customers stakeholders?Is this relevant our industry or market?

Why are we not doing this already?-NB Remember to return to this section later after as things can

.change once you have started the investigation

Why?

How?

Why?

The Support How are we going What?


39/58

The Support How are we goingto create the energy and

commitment?

nderstand how your stakeholders are using Social Media.echnology Who are the company stakeholders?

Which stakeholders are using Social Media?How are they using Social Media technology to communicate?How could this be improved?

Who are the champions? Who are our talent resources for Social Media?

Do we have the right people?Do they have the capabilities and competencies?

Why?

How?

Why?

What?The Support How are we going


40/58

.eeping an eye on the futureHow should we scan for technology possibilities?

How do we develop the right sensing process to keep uptodate?How do we improve communication about the latest Social Media

ideas? What is the selection process?

How should we scan for changes in customer or user behaviour?

Why?

How?

Why?


commitment?



41/58

.ncourage ParticipationHow do we consistently design the conversation with our employees and

managers?How do we encourage participation?Have we identified their real motivations and interests?Can they be aligned to particular forms of Social Media?Are there any gaps or challenges in achieving their interests? What are managements understanding and attitudes?Are they aware of Social Media and how do we get their

support?

Why?

How?

Why?


commitment?



42/58

& .lign culture valuesHow do we make Social Media relevant and interesting for our

colleagues?Do we have the right level of management support?Are our people interested in Social Media? Which groups or departments are most interested? Which aspect of Social Media are engaging and if so why?

How do we improve on this?

Why?

How?

Why?


commitment?



43/58

anage your competencies and develop new capabilities, &How do we identify acquire develop relevant Social Media skills?

What systems and procedure do we have for promoting newlearning?

Are we scared to fail?

How do we encourage experimentation?How should we document and how should we spread learning?

Why?

How?

Why?


commitment?



44/58

& .reate benefit cost awareness/Can we easily spot when we are succeeding failing?

-How do we set up flexible Social Media performance managementsystems :that

Keep up with the customer Reward good performance Monitor our communication and keep things ontrack ( ,Communicate the value added tangible non

)tangibleHow do we share these results?

Why?

How?

Why?


commitment?

What?


45/58

Support Why are we doing itthis way?

Why?

How?

Why?

ustifies the choices you made during scoping the How andhe Who

Have we examined our people?Have we got our eye on the future?Have we empowered and involved the right people?

What fits with our culture?Have we got a useful performance management and rewardssystem?

Have we got the right learning structures in place to developnew skills?

E l i h O i


46/58

Evaluating the Opportunity

Opportunity ExaminedThe Idea or

NeedEvaluationQuestions

Steps Questions Examined

Support Questions Examined


47/58

!The Evaluation Questions

.1 Is this ight or Wrongfor us? .2 How best to implement? .3 What do we need to do? .3 What changes do we need to make?

Ti U i th M d l


48/58

Tips on Using the Model

. -et up a steering group

try and identifythe people that have an interest in the

technology

. nvolve the young they have the greatest ideaof the latest technologies

. nvolve senior management they have thegreatest power to support an initiative

. -eep Checking Back You may need to workthrough the model several times with your

colleagues as the discussions are likely to yield

new and important information. lways Focus on the Why always ask yourself,why are we doing it this way is this right for

, , ,us them the conversation etc?


49/58

: Why? the Mother of All Questions

- :NB Remember things go wrong when you!play with her kids without asking


50/58

Still Confused?


51/58

The bottom line is

o c i a l Me di a i s a t o o l . , ,It joins Television Radio, , , , ,Pony Express Smoke Signals Post it Notes Flyers Text

, , , , , ,Bluetooth Outdoor Cave Drawings Tattoos Letters Cable, , , , .Satellite Radio Sign Language CB Mobile etc as forms of

.media that humans create to communicate

. ,Each is unique None replaces another or causes any other form

.of media to become obsolete -Quote from gryzm at:// . . / / - - - -http www slideshare net mzkagan what the fk social media


52/58

Recapping The Steps

What?

Why?

Why?

How?


53/58

Recapping The Support

What?

Why?

How? Why?


54/58

Recommendations for ImplementingSocial Media

Use the Brainstorming model for scoping (Start small and iterate learn through small

)failures Think through consequeces

Find a champion and get senior managementsupport Always look to build in some form of

performance measurment system Take care while selecting partners


55/58

Avoid the Deadly Sins of SocialMarketing

: When communicating online with your customers

Don t be a spammer Don t be a stranger

Don t be noise Don t be lazy Don t be fake Don t be selfish


56/58

Only Fools Rush In

.AVOID the temptation


57/58

Engagement & Trust

-If you want buy in for your idea you needengagement with your customers and your.colleagues

ngagement

comes from trust you build through.creating a sustained conversation

Technology is the enabler but the.conversation is the essential human element


58/58

About the Author

en Johnson K Key Account and Business Development Manager at

.review Networks

:This presentation is for his MBA so please comment on slideshare : .Email ben@previewnetworks com +Call 4531370672

!YOUR FEEDBACK WOULD BE GRATELY APPRECIATED

review Networks Preview Networks is a leading international video content aggregator that enables film

, .distributors to get their content on the web mobile and other digital media outlets

Play Networks serves as the single point of contact between the content owners and( , , , .)media websites portals blogs social networks etc by providing a centralized. %distribution and reporting platform Play is used by more than 90 of all the film

, , , , ,distributors in Germany UK The Netherlands Sweden Denmark and Finland France Spain, , , ,and Switzerland with clients and partners including Fox Universal Sony Disney

, , , . Warner MSN MTV Blockbuster and other major media partners Preview was founded in, .Copenhagen in 2004 and is venture backed by Sunstone Capital The company has local

.sales teams in ten markets and is rapidly moving into new territories

Documents

SelasTürkiye Social media strategy how to approach social media in your business by Ben Johnson