Baku social media seminar – day 4

June 29, 2012

Agenda for today: 10 – 11 How to develop a strategy for social

media in your organization (or for yourself)

11 – 11.15 Coffee break

11.15 - 13 Work on the social media strategy

13 – 14 Lunch break

14 – 15 Work on the social media strategy

15 – 16.15 Present your strategy

16.15 - • Evaluation and upload to Podio • Certificates • Pizza party

Developing a social media strategy

Analysis

Communication

Organization

Strategy

Core business

Concepts

Analysis Strategy Concepts

Challenges

Core Business

Core Business -> Analysis

Questions: 1. Are our products or services becoming

digital? 2. Are there competitors who use digital

tools better than we? 3. Would our customers/followers prefer

to use digital products

4. Can our products or services potentially be made by people outside of our organization?

5. Could we involve our customers/followers in the creation of our products/content?

6. Do our competitors use non-professionals to produce products or content?

7. Consider that some parts of your services/products/content are becoming digital and user generated whereas others are not.

Core Business -> Strategy

Questions: 1. What should we do about it? 2. We are not affected by digitization or

user generation -> Do nothing! 3. We are affected and our competitors

are very active -> Start making a strategy.

4. Think about what parts of your product/service can be digitized.

5. Think about areas where you can involve non-professionals in your product/services.

Core Business -> Concepts

Examples:

”We have a lot of knowledge in our organization that we would like to share with the rest of the world”

”We are working with partners on many different projects. We would like to be better at incorporating partners in our projects”

• Create a blog • Create a Youtube channel for video content on the blog • Spread the word of the blog via Twitter, Facebook and Google+

• Investigate social collaboration platforms or customized social networks (Ning, Mixxt, etc.)

• Choose a relevant platform (ie. Podio) • Implement Podio in your organization

Communication

Communication -> Analysis

Deportalization: • Do people talk about the organization or

your subject area in the social media? • Are your competitors already present in

this universe? • Understand how to become interesting! • Understand the relevant platforms! • Learn to speak the right language!

Transparency: • Is the organization already transparent? • Are there legal/political limits to

transparency? • How can we quickly start to become

transparent? • What opportunities are there to invite

customers/partners inside the company?

Communication -> Strategy

How much do you expect to be able to involve your customers/followers? Based on this decide on the most relevant communication strategy Often organizations will use several of these strategies at the same time.

Communication -> Concepts

Examples:

”We want ordinary people to send us video footage from demonstrations or rallys”

”Whenever we do conferences or meetings we would like people to give us feed-back on the quality of the event”

• Create a Youtube channel where you upload videos that people have sent to you

• Promote the Youtube channel via Twitter, Facebook and Google+ • Consider creating a Pinterest board with the videos.

• Give people a Twitter hash tag and ask them to use that when they evaluate the conference on Twitter

• OR create a Facebook page and ask people to rate the event here • Make sure that the feed-back is used to improve the next event!

Organization

Organization -> Challenges

What is needed from your organization to achieve your strategy?

Where can you expect to meet resistance in the organization?

• New organization structure?

• Internal communication?

• Education?

• Hire new people?

• Fire people?

• Are there people in the organization who will resist your new strategy?

• Is your organization ready for the new strategy?

• Is your technology ready for the new strategy?

• Is your management ready for the new strategy?

Your turn!

Develop a social media strategy for your organization

And present it for all of us in

the afternoon

peter@petersvarre.dk www.linkedin.com/in/petersvarre

www.facebook.com/petersvarre www.twitter.com/petersvarre

www.slideshare.net/petersvarre www.youtube.com/petersvarre

www.foursquare.com/user/petersvarre www.kommunikationsforum.dk/peter-svarre