View
37.536
Download
0
Category
Preview:
DESCRIPTION
Thanks to Jess Manocchio, I’ve been re-invited to speak at PRSA Buffalo, kicking off their Sunrise Seminar series on social media. While my previous talk in February focused on listening in social media (Part 1 & Part 2), this time I’ll be bringing folks on a journey through how social media strategies are created. Along the way, I’ll recommend the use of conversation filtering and analysis tools such as cotweet and JamiQ. I’ll update this post after the talk. Meanwhile, you should be able to follow along 8am EST today (Aug 5th) via twitter #PRSAtalk.
Citation preview
with
Kevin Limcyberculturalist
PRSA 5th Aug 2009
socialmediastrategyinstead oftools
If you are on twittershare your thoughts
#PRSAtalk
the bad news.
the bad news.good
BW Online. July 19, 2004. “The Vanishing Mass Market”
http://www.creators.com/comics/speed-bump/28803.html
http://manuforti.wordpress.com/2009/03/08/newspaper-death-watch/
Source: Veronis Suhler Stevenson; Boston Consulting Group analysis (July 2009)
GDP vs. Ad Spending
“Balance Your Media Diet” by Steven Leckart (July 15, 2009)
“Reputation Statement of Account" by Jason Tester (2004)
We live in a world where the gatekeepers are losing control.
Gary Vaynerchukwinelibrary.tv
Spin may work in traditional media, but the Internet has a built in B.S. detector.
Chris Pirillotech celebrity
People relate to people not companies.
Tony HsiehZappos CEO
When reality is labeled unthinkable, it creates a sickness in an industry...
Clay Shirkytechnologist
Leadership becomes faith based.
Clay Shirkytechnologist
thinking theunthinkable
this is an opportunityto start over.
But we oftenbeginlike this...
Should I be usingYoutubeTwitter orFacebook...
we turn tothe tools
See
new
er v
ersi
on b
y B
rian
Sol
is &
JE
SS3
at th
econ
vers
atio
npri
sm.c
om
Ros
site
r, J
. R.,
& D
anah
er, P
. J. (
1998
). A
dvan
ced
med
ia p
lann
ing.
Bos
ton:
Klu
wer
Aca
dem
ic.
instead of taking aleap offaith
we needto thinkstrategyinstead oftools
Groundswell: Winning in a World Transformed by Social Technologies (2008)
Social Technographics Ladder from Groundswell, Forrester Research, 2008
“Barack Obama’s Social Media Toolkit” by Monte Lutz (Feb 2009)http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit
ADVOCATE
SOCIAL
PERSONAL
Recruit others to donate Create a groupHost an event
Post pictures/videos Write a blog post Join a group
Create a profile Post a comment Make a donation Sign up for e-mail/SMSFriend on social networks
Amy Jo Kim’s Community Building on the Web (Peachpit, 2000)
Groundswell: Winning in a World Transformed by Social Technologies (2008)
USA Today, July 24, 2009
USA Today, July 24, 2009
USA Today, July 24, 2009
Mike Arauz’s Spectrum of Online Friendship (April 2009)http://www.slideshare.net/mikearauz/spectrum-of-online-friendship
Designing for the Social Web: The Usage Lifecyclehttp://bokardo.com/archives/designing-for-the-social-web-the-book/
so what’s a goodstrategy
campaignsso similarso different
three words
transparencynoveltyrisky
The good news is there is freedom of speech and the bad news is there is freedom of speech
Robert Passikoff
Brand Keys President
“Skittles Pulls Twitter Campaign” by Laurie Sullivan, March 4, 2009
three words
competitivecontrolledexclusive
long term brand strategy
long term brand strategy
customer support
tactical strategies for twitter
brand awareness
“Squarespace: Give an iPhone, Get Awareness”http://www.thehumanisticstrategist.com/articles/2009/6/12/squarespace-give-an-iphone-get-awareness.html
rewarding fans
rewarding fans
rewarding fans
new sales channel
new sales channel
integrating social media
integrating social media
social media is 24/7
humans can’t scale
Kathy Sierra, Is Twitter TOO good? (16 March, 2007) http://headrush.typepad.com/creating_passionate_users/2007/03/is_twitter_too_.html
Cathy, 4th August 2009
Despair Inc's Social Media Venn Diagram
search.twitter.com
tweetgrid.com
tweetdeck desktop app
reader.google.com
informationoverload hasalways existed
true problemfilter failure
Clay Shirkytechnologist
filteringtools I use
cotweet.com
multiple accountsmultiple users
keyword monitoring
on duty notificationstweet assignments
conversation threadingrich profilesclick tracking
tweet schedulingmulti account posting
message archive
Buzz Trending Sentiment Detection Influence Scoring
Market Segmentation Site Ranking
Media Segmentation
JamiQ
demo
Questions
How often should we communicate with our
supporters through Twitter and Facebook?
Who in my small shop should manage our social networking
accounts? Volunteer?
What should my organization's
Facebook fan page really look like?
Do you see social webbeing over-populated
with cause related marketing?
Will I "turn off" traditional donors with all this hype
about social media?
How do I overcome a bad remark about our organization through
the social web?
Jeffery Gitomer’s Little Black Book of Connections (2006)
Thank You
Let’s chat...@brainoperatheory.isthereason.com
Recommended