social media strategy april
TRANSCRIPT
Social Media Strategy
PR 2.0 Optimization WorkshopGuangzhou, China and Online
April 8, 2009
Des Walsh
Teminology: “Social Media”
online tools people use to share content, profiles, opinions, insights, experiences, perspectives and media itself
democratization of content and how people read, disseminate, create and share content
Adapted from Brian Solis, June 29, 2007 (see links)
Strategy
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
Sun Tzu
Your 3 Point Strategy
•Be Findable
•Participate
•Be Authentic
Be Findable
“In the 21st Century, successful business
will be focused on findability, about
creating an online and offline presence
that helps your customers find you.”
Dave Taylor, author, Growing Your Business with Google – The Complete Idiot’s Guide
Participate: Markets are Conversations
Think Influence
Social Media Channels
• Blogs, online video, social networks
• Podcasts, newsgroups/forums, photo-sharing sites, wikis
Think Awareness & Engagement
For blogs, video, podcasts
• Deliver quality, relevant content
For online communities
• Listen, learn, share, engage
Dig The Well Before You Are Thirsty
Levels of Online Participation (US)
•Creators 18%
•Critics 25%
•Collectors 12%
•Joiners 25%
•Spectators 48%
•Inactives 44%
From the Social Technographics Ladder, Forrester Research
Levels of Online Participation (China)
“40% of online adults in metropolitan China are content creators, publishing regularly.”
Steven Noble, Senior Analyst, Forrester Research, Feb 2009
Think Blue Ocean Strategy
“How to Create Uncontested Market Space and Make the Competition Irrelevant”
People First, Then Technology
• Who are the people you want to influence?
• How do you want to influence them?
• Which tools will work best?
• Where do they gather?
A Note About Research
• Consider demographic, sociological, cultural assumptions in research reports, blog comments, strategic advice
• Example: attention now being paid in the West to the rise of the “Baby Boomers” in social media and social networking – - how can that conversation be parsed for
China?
Thinking About Generations
West– Gen Y born 1977 to 1995– Gen X born 1965 to 1977– Baby Boomers born 1946 to 1964: 82.9 m
online and now on rise with social media– Older generations: mainly research, banking,
shopping online China
– Different historical framework– 68% of netizens under the age of 30– Approx Age Equiv. to Boomers: 33.9 m online
» Note: figures are approximate
Be Authentic
"You've got to be kidding, right?
You want to teach authenticity?"
Scott Monty, social media head at Ford
The Social Media Marketing Blog
A professional network to help your career/business
Screenshot of Des Walsh's LinkedIn network stats 04 Apr 09
LinkedIn Stats•
• 38 million+ members in 200+ countries and territories around the world
•
• New member joins approximately every second
•
• About half of members outside USA
• Executives from all Fortune 500 companies are LinkedIn members
– http://press.linkedin.com/about
LinkedIn Tools
Tools: Use Only What You Need
My Basic Toolkit
• Self-hosted blogs from WordPress.org• Twitter - @deswalsh• Audio storage – try www.archive.org• Audacity for editing audio• Video storage – YouTube, Viddler• Slideshare.net• LinkedIn• Facebook for connecting, groups, events• Yahoo Groups for LinkedIn Bloggers
Re-Cap: Your 3 Point Strategy
•Be Findable
•Participate
•Be Authentic
Credits
Images • Street Market in China – Dan Zen via FlickrOld Well and New
House – Old Grey Mare Out on Pasture, FlickrTool Display – GrhmC via Flickr
• Scott Monty picture by jwol3 via Flickr
All images used in this slide presentation are licensed under Creative Commons (some rights reserved)
Reading• “New Media, New Influencers and Implications for Public
Relations”, SNCR• Groundswell, Charlene Li & Josh Bernoff, Harvard Business Press,
2008 – and Groundswell blog• Blue Ocean Strategy, W. Chan Kim &Renee Mauborgne, Harvard
Business School Press, 2005• Brian Solis’ Brink: A Social Media Guide from the Edge
Reports
• CNNIC 23rd Statistical Survey Report on the Internet Development in China – Jan 2009
• http://tinyurl.com/ccnnic23
• Pew Internet and American Life Project – Generations Online 2009
• http://tinyurl.com/pewgen09
Thank You
Des Walshhttp://www.deswalsh.com
I help business owners and entrepreneurs navigate the social media maze and become savvy participants, not road-kill.
LinkedIn: http://www.linkedin.com/in/deswalsh
Twitter/Skype: deswalsh Email: [email protected] Tel: +61 413 089 355