Developing Your Right Relationship with Social Media: If the social media boom has passed you by this session

will help you make sense of how it might fit into your business and personal life and deliver benefits.

Jennie Vickers Director New Zealand & Australia IACCM

and 'Intelligent Media Socialite’ Presentation at EMEA Conference in London July 2015

Introductions

Some Whys

The Social Media

Relationship Model

Your Social Media

Relationship

Your next

Steps? The way the session will work

Not going to cover:

How to use social media sites

How to measure ROI

How to write Social media pieces

Social Media for Organisations

Part One

How session will work Introductions Welcome

Jennie Vickers

Digital Native in Spirit & Early Adopter

Milloldial (Like a Millennial)

Studying Social Media for 10 + Years

Expertise & Interest in introducing Social Media conversation to Executives and Boards

Part Two

Why Me? Why You? Why Now? Why This?

•  #1 Platform supporting Customer Experience, Marketing and, increasingly, communications

•  Your suppliers are talking to customers now through this medium

•  Your customers and suppliers are looking for YOU on social

Why you should care about social media

Mobile Explosion Increasing numbers do not watch tv or read papers-how do you communicate with them?

Why you should care about social media

•  video will dominate as the social media content format of choice

•  Instagram is to Facebook as SlideShare is to LinkedIn

Social Media Examiner

Why you should care about social media in 2015/16

Be Found Keep In Touch Connect & Reconnect

Personal Positioning

?Find Answers

Social Media for individuals

Be Found Build Community

Connect & Reconnect

Monitor Competitors

?Deliver

Answers

Social Media with customers and suppliers

Three Steps to Building An Online Community

Three Steps to Building An Online Community

Three Steps to Building An Online Community

Increase Emotional

Capital

Engage Staff Connect & Reconnect

Communicate Better

?Find Answers

Social Media inside companies

Position For Survival and show value

Engage Stakeholders

Compete For Money

Communicate Better

?Provide Answers

Social Media for NFPs and Government

$

Part Three

Introducing The Model

The 3 Dimensions Of Life

YO

U

Community YOU

Employee YOU

You YOU

You YOU

YO

U

Employee YOU

YOU

Aspirations Future Vision

Goals Personal Strategy

Your life is unique

Employee YOU

YO

U

Employee YOU

$Supporting the entity that

provides your financial livelihood

Supporting and enhancing your organization's social

media strategy

EMPLOYEE YOU

Community YOU

YO

U

Community YOU

COMMUNITY YOU

Charities Childrens’ Schools Church Sports

Causes you are passionate about Hobbies & Activities

Unpacking The Model

Strategy first, Social Media strategy second

Your strategy for YOUR life

Supporting your organisation’s

business strategy

Supporting the strategies & goals of

your communities

“Strategy is the process of connecting your business (your life/your community) with the needs

of customers (stakeholders/members/service users/future employers) and the environment.

It is the process of creating value for them.”

Strategy isn’t Rocket Science

Key Principles: •  About aligning your organisation (you/community) with customer

(stakeholder/potential employers etc) needs and market conditions

•  Process not a plan

•  Embrace principles of competition

•  Driven by imagination and human spirit

•  Creating a compelling story bringing threads together coherently

•  About talking about what you want measured and managed

Strategy isn’t Rocket Science

1.  What is our/your purpose?

2.  What is the idea? Value Proposition?

3.  What is our/my culture and style?

4.  What are my key goals and priorities?

5.  What is the conversation we/you/they need to have?

Strategy-How to get going

Participation Observation Elucidation

Second Row – Your Role

Role 1 – Participation

Pieces Comments Support Discussions Questions

Contributing

Signing Up & Creating a Profile

Role 1 – Participation - Listening

Reading Contributions

Searching

Listening to podcasts, watching videos and

participating in MOOCS

Being aware of what’s being said

Role 1 – Participation - Scanning

Monitoring & Measuring success

Keeping up with new developments

Challenging validity & applicability

Being aware of what’s being said

Role 2 – Observation-means

Signing Up & Creating a Profile Acquiring judgment from or based on observing

Role 2 – Observation by - Listening

Reading Contributions

Searching

Listening to podcasts, watching videos and

following MOOCs

Being aware of what’s being said

Role 2 – Observation by - Scanning

Monitoring & Measuring success

Keeping up with new developments

Challenging validity & applicability

Being aware of what’s being said

Role 3 – Elucidation-Meaning

Removing obstacles with understanding

Elucidation Involves

Identifying myths & truths

Getting to grips with

expert users

Role 3 – Elucidation by - Listening

Reading Contributions

Searching

Listening to podcasts & watching videos

Being aware of what’s being said

Role 3 – Elucidation by - Scanning

Monitoring & Measuring success

Keeping up with new developments

Challenging validity & applicability

Being aware of what’s being said

Who do you want to connect with? Who do you want to find you? Where are they?

Who do you want to connect with? Who do you want to find you? Where are they?

Who do you want to connect with? Who do you want to find you? Where are they?

Third Row - Audience

Most Popular Platforms – A brief introduction

Putting The Model To Work-Meet Sindy

Sindy has a perfect marriage

She wants to be the leader of a Government Department

She wants a good life/work

balance

She has a 7yr old son & a guide dog in

training

Putting The Model To Work – Sindy at work

Social Media Strategy

Department Of Life

Lesser known department

Ensure 25-55yr olds are in work until they are 75

Looking For Next Step

Has worked there for 3 years.

Is thinking about

her next step.

Goal & Strategy

Helps 25-55yr olds in all elements.

Uses social media to connect with target

community.

Putting The Model To Work – Sindy outside work

Sindy is a school governor of her son’s school

$ Sindy is a friend, supporter &

fundraiser for RNZFB

RNZFB Plans to join the RNZFB board in 18 months time

STRATEGY - Increase profile as an expert in SRM and leadership in government - Be headhunted for promotion

ROLE - Participation

Audiences - On LinkedIn - Possibly following Twitter - Could be encouraged to go to Wordpress Blog

YOU You for Sindy

STRATEGY -  Organization strategy is to help 25-55yr olds in all elements of their lives. -  Organization’s strategy is to use social media to build relationships with the 25-55 community.

ROLE - Observation

Audiences - Hanging out on Facebook

EMPLOYEE You for Sindy

STRATEGY -  Fundraising and competing better for $ - School-Attract new pupils

ROLE - Elucidation

Audiences - RNZFB talks through Facebook - School communicates with parents through wordpress blog

COMMUNITY You for Sindy

Next Steps Action Plan for Sindy - Participation

Just Do It

Learn how to participate

Next Steps Action Plan for Sindy - Observation

Tools For Social Media

Observe how it is used well

Next Steps Action Plan for Sindy - Elucidation

Get clued up on issues of concern around social media

$ Observe how successful charities use social media for fundraising

Part Four

Your turn to start completing

the Model

Your Relationship With Social Media Take a few minutes to think about what your relationship model should look like

Net Steps

Draw your own

Part Five

Next Steps

Your Next Step Action Plan – Life dimensions

Learn how to play your role

Identify driving strategies

Identify the right role for each dimension

Pick your platforms

Take some time to look at the three life dimensions

IACCM Ask the Expert Session

Running an ATE in 2015 60 minute

webinar

Free but only open to IACCM

members

Thanks & Goodbye