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Strategic Social Media Management
Kami Watson Huyse, APR
The More Things Change…
The More They Stay the Same
“You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.”
- Joe Ragan, NewsradioAs quoted in “Groundswell” by Charlene Li and Josh Bernoff
RISKS AND OPPORTUNITIES
10 Risks of Engagement
From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4
On Lawyers…
“The Best Way to Deal with Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.”
- Guy Kawasaki, “The Art of Partnering”
48 Hours
(Click the screen capture above to watch the video)
48 Hours
(Click the screen capture above to watch the video)
Tim McIntyreVice President, CommunicationsDomino’s PizzaStrategist, Summer 2009
“There is a segment of the population that wants you to put on a microphone and a webcam and describe what you’re doing as you are doing it. They want you to describe how you are putting out the fire.”
Incremental
Costs of “Sitting it Out”
From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5
Altimeter 2009
TOUCH POINTS
The BEEHIVE
Build
Eavesdrop
Echo
Socialize
The Connected Company
From “The 5 Competencies of the Connected Corporation,” Communication Overtones, http://twurl.nl/ojcxsv
Listen• Free tools:
Google Blogs, RSS feeds loaded into Google Reader, FeedDemon
• Paid Tools: Radian 6, DIY Dashboard, BuzzStream, Legacy Brands
Participate
• Join• Comment• Cross link• Build relationships• Find your community
The Internal Team
On Junior Staff…
agilliam Says: October 12, 2008 at 9:33 am
“I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by MySpace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”
Conversation Starters
@lettergirl
#journchat
Social Etiquette
1. Authenticity2. Privacy3. Disclosure4. Truthfulness5. Credit
Adapted from David Scott Meerman, The New Rules of Marketing and PR
Contribute• Content• Values/Culture• Experiences• Resources
From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r
“Ask not what your [community] can do for you, but what you can do for your [community]”
CASE STUDIES
@netsolcares
Customer Service
NetSol Evaluation
Corporate Social Responsibility
“Pledge to End Hunger” SxSWi – 2 influencers (@Kanter and @ChrisBrogan)– 140 kids per click– Results: 140,000 lbs of food to Austin and 560,000 lbs. in
other states
Corporate Social Responsibility
Tide – “Feeding America” partnership– 150 influencers– Tide T-Shirt Sale $20 (donate portion of proceeds)– Results: 2,000 T-shirts purchased, avg. of 13 per spokesperson
and general derision
Social Hub
Thought Leadership
Aggregation
Informative “Best Friend”
Exclusive Offers
Access
Tactics and Tools
Seven Types of Social Media
From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz
Hot Online Communities
• Facebook• Twitter• LinkedIn• Plaxo
• Ning• BlogHer• Kirtsy• Digg
BIBLIOGRAPHY
– Naked Conversations, Robert Scoble and Shel Israel– The New Rules of Marketing and PR, David Scott
Meerman– Measuring Public Relationships: The Data-Driven
Communicators Guide to Success, KD Paine (purchase at www.measureofsuccess.com)
– Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back, Rohit Bhargava
– Groundswell, Charlene Li and Josh Bernoff– Twitterville, by Shel Israel
Kami Watson Huyse, APRSenior Social Media Strategy Consultant
Phone: (713) 568-5750E-mail: [email protected]
Twitter: kamichatBlog: Communication Overtones
Web site: www.myprpro.com
