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Joanne Jacobs cScape Presentation July 2009
What Social Media Isn’t.What Social Media Isn’t.(Poor grammar, for a start.)(Poor grammar, for a start.)
Joanne JacobsJoanne JacobscScape July 2009cScape July 2009
Joanne Jacobs cScape Presentation July 2009
Scope
• Misconceptions• Correcting misconception
s• Social media tools and fu
nctions• What you need to enable• How to monitor• When to review• ‘Experts’ • Questions
Joanne Jacobs cScape Presentation July 2009
Common misconceptions
• Social media will help sell more widgets
• A facebook page is a way of getting new customers
• Twitter should be used for press release messages
• Your CEO should be blogging• Community management can
be done by young people• Large numbers of followers is
proof of your value as a social media master company
Joanne Jacobs cScape Presentation July 2009
Correcting the misconceptionsSocial Media is NOT:
– A way to push more marketing messages to consumers;
– An easy way to get people talking positively about your products and services;
– An alternative to traditional marketing;
– A way to solve world peace. Or even get coffee.
Joanne Jacobs cScape Presentation July 2009
HOWEVER
There are exceptions to every rule….
Where social media is implemented appropriately it can:
– enhance brand awareness– develop customer loyalty– assist in market research– assist in product development
But it still can’t get you world peace.Or coffee. Sorry.
Joanne Jacobs cScape Presentation July 2009
Skittles FAIL
Joanne Jacobs cScape Presentation July 2009
Habitat FAIL
Joanne Jacobs cScape Presentation July 2009
Blend-Tec WIN!
Joanne Jacobs cScape Presentation July 2009
Social media tools and functions (1)
• Blogs– Good for: news reporting, analysis, personal diary– Bad for: press releases, disembodied commentary.
• Wiki– Good for: knowledge management– Bad for: communicating what a company does
• Facebook, MySpace, Bebo, etc– Good for: sustaining existing networks– Bad for: engagement, getting new customers
• Twitter, friendfeed, other status tools/aggregators– Good for: listening, research, links back to blog or relevant news
sources– Bad for: selling.
Joanne Jacobs cScape Presentation July 2009
Social media tools and functions (2)
• Proprietary platforms (eg: gurgle.com, bookarmy.com)– Good for: niche interests– Bad for: making a lot of money
• Ning and other closed community tools– Good for: closed networks and aggregating content from
likeminded users– Bad for: broadcast messages or where organisations fail to
engage with users
• Flickr, YouTube, Delicious and other social storage– Good for: storing media, sharing resources, encouraging user-
led production – Bad for: management and control of brand image
Joanne Jacobs cScape Presentation July 2009
What businesses need to enable
Need to consider first:– Communications strategy of the firm;– Market research activities;– Product prototyping practices;– Current resourcing of customer service;– What information the firm wishes to share;– How the firm wishes to be perceived as an information source.
Then enabling strategies can be developed…
Joanne Jacobs cScape Presentation July 2009
Enabling social media
Develop a clear Social Media Strategy
– Visible document;– Should be subject to change without
bureaucratic redevelopment;– Needs to identify responsibility for content
contribution;– Should not require bureaucratic approval
processes for company contributors;– Should be responsive to market (weekends
do not exist online, nor do evenings).
Joanne Jacobs cScape Presentation July 2009
A few warnings…
• Social media is not managed, it is facilitated.
• Traditional marketers and PR people don’t make natural social media strategists.
• Just because GenY-ers are young doesn’t mean they know how to execute social media strategies.
Joanne Jacobs cScape Presentation July 2009
How to monitor social media
• Keyword tools– Google alerts, news alerts, tag
tracking on twitter
• Analytics– Google or professional on
firm’s site– Tribe analysis on other sites
• Blog monitoring • Usability monitoring• Engagement monitoring • SEO, digital agency services
Joanne Jacobs cScape Presentation July 2009
When to review social media strategy
• Regularly, and always ahead of:
– A new campaign;– A new product launch;– Product development;– Market research.
• Always include FAILURE criteria for social media in a strategy, specifying dates for accomplishing objectives.
Joanne Jacobs cScape Presentation July 2009
Social Media ‘Experts’
Massive rise in Social Media ‘Experts’ and ‘Consultants’
An expert is someone who has “a prolonged or intense experience through practice and education in a particular field”.
That means more than 2 years.
Joanne Jacobs cScape Presentation July 2009
Joanne as an ‘Expert’
• Web developer since 1994• Created online educational
products since 1996• University lecturer in
communication and strategic use of information technology for 13 years
• Project and Programme Manager at Interaction Design Research facility in Australia
• Published a book on Uses of Blogs in 2006
• Ran a company in the UK developing commercial social networking sites
Joanne Jacobs cScape Presentation July 2009
Questions?
Joanne Jacobs
Social Media Expert Consultant
Email: [email protected]
Office: 0208 144 9348
Mob: 07948 318 298
Twitter: @joannejacobs
Skype: bgsbjj
Joanne Jacobs cScape Presentation July 2009
Image Credits• Home slide: Parrot – Manuel Marin:
http://farm2.static.flickr.com/1344/797697780_0128a975c2.jpg?v=0
• Slide 2: Save Money: http://vrroom.naa.gov.au/print/?ID=19303
• Slide 3: O RLY: http://mashable.com/wp-content/uploads/2009/03/o_rly.jpg
• Slide 4: Cup of Coffee 1950: http://www.flickr.com/photos/25152449@N06/
• Slide 5: Coffee: http://www.flickr.com/photos/gunjankarun/2641352297/
• Slide 12: Strategy: http://www.flickr.com/photos/pshan427/2331162310/
• Slide 13: Warnings: http://www.flickr.com/photos/gregveen/642168/sizes/o/
• Slide 14 Surveillance: http://www.flickr.com/photos/smith/259830135/
• Slide 15: Time: http://www.flickr.com/photos/ko_an/318025410/
• Slide 16: Expert: http://www.flickr.com/photos/joeshlabotnik/397080364/
• Image Credit slide: http://icanhascheezburger.files.wordpress.com/2008/07/funny-pictures-floppy-cat-asks-to-borrow-your-gel.jpg