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Presentation from the Web Guilds Social Media Strategies Conference presented by Colin Browning of Mzinga
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Social Site DimensionsPresenters:
•Colin Browning, Mzinga•Mike Walsh, Leverage Software•Connie Benson, Network Solutions•Jona Titus, Kaiser Permanente•JJ Toothman, Stanford University•YOU !
October 2008
Climate Change
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Climate Change
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Dimensions of Online Strategy
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Content
Conversations
Influence
Goals!
Content Strategies
Content Strategies
Editorial Calendar (3 / 6 / 9 months)SEONewsletter integrationRich media experienceLive events
PR aftershockOptimize for SEOReview the data
BlogsUnderstand the investmentDevelop a true voice
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Content Strategies:
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Conversation Strategies
Conversation Strategies
Get support :Find Executive sponsorEducate on social mediaShow valueSet Key Success CriteriaInvolve legal as appropriate
Develop a moderation policyPre / post moderation / content seedingTOS – lay the ground rules & be consistentStaff accordingly
9Image from BrandSizzle.com
Conversation Strategies:
Align approach with audience
See http://www.forrester.com/Groundswell/profile_tool.html
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Conversation Strategies:
Align approach with goals
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Conversation Strategies
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Degree of audience commitment
Influencer Strategies
Influencer Strategies
PoliciesEngagement policy (different from moderation)Personal brand vs. Company brand
How to engage:Listen firstPromotion vs. Contribution
Add valueBe relevant
Who to engage?Find the influencers in your industry
Free: Technorati 100 / All Top / Twitter Search / Facebook groupsPaid: Techrigy, Radian6, Visible Technologies, & more.
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Influencer Strategies
Where to engage: Blogger Comments!
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Influencer Strategies
Where to engage:
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Case Studies
Case Study: ABC Lost
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Case Study: Mzinga Acquires Prospero
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Your Turn
4 Discussion GroupsBusiness to BusinessBusiness to ConsumerNon-profitInternal
20 Minutes, work on Agree on a goal and your audience, thenContent StrategiesConversation StrategiesInfluencer Strategies
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What did we learn?
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