michigan is going digital - social media strategy presentation for walsh college
DESCRIPTION
This was the presentation I gave at the 3rd Annual Walsh College Small Business Conference.TRANSCRIPT
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Michigan is going digital.
Are you keeping up?Social media strategy development session – May 6,
2009
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Perhaps you’ve heard about this whole social media thing…
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So, what’s the big deal?
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Social media has changed the way people converse, connect and share using the Web.
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Many local companies are integrating social media into their operations.
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Some are big.
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Some are small.
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They are all moving quickly to meet their customers in
the digital space.
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Universal McCann – Power to the People – Social Media Tracker Wave 3
* 83% of Internet users watch video clips.
* 57% of Internet users manage a profile on an existing social network.
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Digital communities are now part of our daily lives...
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…and not just for Gen Y and millennials.
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• Baby Boomers are embracing popular consumer technology applications nearly 20 times faster than younger generation.
• Facebook’s fastest-growing demographic is over the age of 35.
Consumer Electronics Usage Survey – AccentureFacebook Statistics
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Still not convinced?
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• 93% of social media users think brands should have a social media presence.
• 56% of social media users feel both a stronger connection with and better served by companies when they can interact with them in a social media environment.
The 2008 Cone Business in Social Media Study
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New adopters often face obstacles.
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• Fear of negative feedback.• Broadcast instead of converse.• Advertise before providing value.• The silo effect.• Shiny object syndrome.• Lack of overall strategy.
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Social media is one big cocktail party.
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If you want to get involved...
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…you just need to learn how to avoid sticking
your head in the punchbowl.
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Focus on strategy.
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Listen to what your customers are saying online and locate where their conversations are taking
place.
People
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Identify customer activity level and determine how
best to move forward.
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Objectives
What is the goal?
• Awareness?• Engagement?• Collaboration?
• Energize?
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Select metrics that fit the objective and measure
success regularly.
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• Attention – Traffic.
• Participation – Comments, posts.
• Authority – Inbound links.
• Influence – Subscribers, followers.
Starting frameworks for measurement
Peter Kim – www.beingpeterkim.com
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Strategy
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Technology
Which tools and communities best fit your audience, objective and
strategy?
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Create an engagement schedule.
• How often will you update content?• Subject/topic calendar• Set a time commitment per week• Engagement ratio– (e.g., 4:1 comments on other blogs to blog
posts)
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Think like a publisher...
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The new home page.The new home page.
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Google Google lovesloves social social media.media.
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The CEO isn’t always the best person for the job.
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You can avoid being “pushy” without abandoning your sales process.
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“Be there before the sale...”
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• Focus on relationship building.• Social media karma.• Start small.• Strive for integration.
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Takeaways - Blogs
www.chrisbrogan.com
www.toprankblog.com
www.pr-squared.com
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Takeaways - Books
Author: DAVID MEERMAN SCOTT
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Takeaways - Books
Authors: CHARLENE LI, JOSH BERNOFF
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Questions?
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Creative Commons Flickr Photo Credits:http://www.flickr.com/photos/djtansey/305395025/http://www.flickr.com/photos/viernest/3380560365/http://www.flickr.com/photos/faeryboots/2644028366/http://www.flickr.com/photos/comedynose/3382143305/http://www.flickr.com/photos/foxypar4/1004464889/http://www.flickr.com/photos/giumaiolini/1407166020/http://www.flickr.com/photos/cesarastudillo/359770309/http://www.flickr.com/photos/jaqian/162277273/http://www.flickr.com/photos/wwworks/2473054502/http://www.flickr.com/photos/orvalrochefort/2656779866/http://www.flickr.com/photos/minidriver/2877819868/http://www.flickr.com/photos/amylovesyah/2428108386/http://www.flickr.com/photos/redvers/532076662/http://www.flickr.com/photos/booleansplit/2376359338/http://www.flickr.com/photos/cosmickitty/26455651/http://www.flickr.com/photos/thedanafiles/2695315252/http://www.flickr.com/photos/kjunstorm/2222367956/
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Thank YouBrandon Chesnuttbrandonchesnutt@gmail.comwww.brandonchesnutt.comwww.twitter.com/bchesnuttwww.slideshare.com/brandonchesnutt
www.identitypr.comwww.identitypr.com/blog