The Five Ws of Corporate Social Media
April, 2011 by Doug Lacombe, MBA
Agenda
• The Five Ws of social media – Who – What – Where – When – Why
• And how … • Q&A
Social Media Revolution http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
WHO? Is anybody out there?
American public
Trends – Fortune 100
http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/Posts/Post.aspx?ID=254
Trends – Fortune 100
http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/Posts/Post.aspx?ID=254
Trends – Investor Relations
http://www.brunswickgroup.com/Libraries/Reports/Digital_Media_2010_FINAL.sflb.ashx
Trends – Business Journalists
http://www.brunswickgroup.com/Libraries/Reports/Social_Media_-_among_busmedia_web_version_zls.sflb.ashx
WHAT? Types of social media
Content versus engagement
Storage Conversation
WHERE? Relationship to mainstream media
Trends
Media Types
Paid media Earned media Owned media
Social Media Adoption Curve
• educa&on
• observa&on
• broadcast
• par&cipa&on
• rela&onships
• collabora&on
• social media experience • November 2008
• 1-‐way → 2-‐way
• take value → add value
The “big six”
Storage Conversation
WHEN? Is the timing right?
Now!
• Low risk in early pilot projects • Secure brand before gold rush over • Lurking = market research • Make mistakes while audience relatively
unsophisticated • Take part in shaping public opinion • Access to labour, capital • Must do pre-flight checklist if nothing else
WHY? Can’t we sit this out?
• “Our audience isn’t on social media” • “We don’t sell to consumers” • “People will say mean things” • “We don’t have time/resources to deal with
social media” • “IT won’t let us”
Common objections
Econ 101
http://www.ingenesist.com/general-info/factors-of-production-for-an-innovation-economy.html
Land
http://www.theglobeandmail.com/globe-investor/shale-gas-play-a-no-mans-land-in-quebec/article1935124/
Labour
http://recruiting.jobvite.com/resources/social-recruiting-survey.php
Capital
http://www.q4blog.com/2010/07/30/infographic-public-company-use-of-social-media-for-investor-relations/
HOW? Where do we start?
PRE-FLIGHT CHECKLIST Safety first before you engage …
Pre-flight B.U.M.P.
• Brand • Understand • Monitor • Policy
STAFF Organize your crew
Flight crew
http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/
STRATEGY Plan your flight
Strategy
Hub & Spoke
http://www.n5r.com/blog/bid/52188/Blog-vs-Facebook-Which-Should-Be-Your-Social-Media-Hub
MEASURE Use your instruments
Takeoff
• Pre-flight checklist: – Secure your brand – Understand and train your staff – Buy a monitoring service – Develop a policy
• Develop your POST framework: – People & stakeholders – Objectives, KPIs, & Measurement – Strategy – Technology & Workflow
• Editorial calendar • Measure, assess, refine
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