Upload
kami-watson-huyse-apr
View
3.055
Download
0
Embed Size (px)
Citation preview
STRATEGYSTRATEGYSTRATEGYstrategy
strategy
strategy
STRATEGY
STRATEGY
s t r a t e g y
Strategic Social Media ManagementKami Watson Huyse, APR
Presented for:
SITUATION AUDIT
Communication Audit
• Apply POST process to each vehicle• Spreadsheet: Time and budget• Where can social improve
tools and processes?• Where can social supplement
these tools and processes?
Charting
Environmental Scan• Stakeholders• Influentials • Vocal Bystanders• Determined Detractors• Competitors
OVERCOMING OBJECTIONS
“We always think of failure as the antithesis of success, but it isn't. Success often lies just the other side of failure.” Leo F. Buscaglia (American author and speaker, 1924-1998)
Senior Management
Cultural Integration
StrategyCommunication,
Sales
Culture
Do your HOMEWORK
Build a viable BUSINESS CASE
Manage Risk
From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4
Analyze Opportunities
1 • Competitive Advantages• Profit, positioning, insights
2• People Talk Anyway• Employees, customers,
competitors, detractors, drive-by onlookers
3• Early Warning and
Relationships• SEO, silence is guilt, no direct
channels
4• Marketplace
Opportunities• Evangelists, feedback, reviews,
ratings, loyalty
From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5
Mayo Clinic
GoDaddy and NetSol
Correlate: Engagement dB
Altimeter and Wet Paint, 2008
Revenue Growth
Financial Performance
Backdoor Blog
BECOME A REPORTER
Owned
EarnedPaid $
Integrated Media
Editorial Strategy
• Stakeholder Mapping• Value Proposition• Editorial Mission• Content Plan• Vehicle Choice
Own Up
“Ask not what your [community] can do for you, but what you can do for your [community]”
Relational Objectives
Interests of Organization
Interests of Community
Context
Social Environment
From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r
Based on Communication Process Model, Wilbur Schramm
CSR – Approach 1
“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
CSR – Approach 2
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 Media Ecosystem
The Trust Principle
“The Secret, and it is not a big one, is to BECOME TRUSTWORTHY. You accomplish this over a period of TIME with Words, Actions and Deeds that allow trust to be built.”
-Little Teal Book of Trust, Gitomer
HUMAN RESOURCES
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).”
The Social Media Team
Social Media Guidelines
• Comfort level• Structure• Leverage
Laws and Regulations
• Fair Use• Intellectual Property• Defamation• FTC Guidelines• Internal Revenue Service• Field-specific
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”
MEASUREMENT AND OBJECTIVES
Setting Measure Objectives
requires asking
How MANY by WHEN?
WHAT do you hope to ACHIEVE?
Measure THAT
What to Measure
Action
AttitudesInterests
Peg to Existing Tools• Survey customers and/or service and satisfaction? • Survey donors? • Track visitors to your Web site? • Have a Secret Shopper service or other quality control
mechanism? • Track visitation to events, seminars or occasions? • Have an industry organization that does
measurement/research valid to your organizational objectives?
• Have a database of key stakeholder information that could be cross tabulated in Access or another program?
Measurement Tools
• Analytics – Google Analytics, Web Trends
• Mentions –Google blogs, Ask.com blogs
• Paid tools for analysis – Radian6, Do-It-Yourself Dashboard, BuzzStream and many others
• Traditional Tools - Surveys, polls, focus group research
• Grunig Relationship Survey – Institute for Public relations Research
Measuring Relationships
• Control Mutuality • Trust • Satisfaction • Commitment • Exchange Relationship • Communal Relationship
Survey by Linda Childers Hon and James E. Grunig, Institute for Public Relations
Blog Engagement• Number of unique users• Returning versus new readers• Referring source statistics• Links from other sites• Google PageRank• The ratio of blog comments to blog posts (where
applicable)• Total time spent on the site• The popularity of the content itself, which gets the most
views
Benchmark to Competitors
Sentiment Analysus
@netsolcares
Trackable Offers
Conversation?
@lettergirl
#journchat
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, APRPresident and COO
@kamichat
Phone: (713) 568-5750E-mail: [email protected]: Communication Overtones,
www.kamihuyse.comWeb site: www.zoeticamedia.com
Copyright 2010 © all rights reserved