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I presented basic definitions around the idea of strategy and strategic planning as well as highlighting a number of brands with digital strategies.
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Friends Tweets & ChangeTHE CASE FOR GRASSROOTS COMMUNICATION
J-TERM 2011
Instructor: Andrew Hoffman
Social MediaStrategies
Day 7
Wednesday, January 12, 2011
Define Strategy
Refers to a plan of action designed to achieve a particular goal.
Wednesday, January 12, 2011
Strategic Planning
An organization’s process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people.
“What do we do?”
“For whom do we do it?”
“How do we excel?”
Wednesday, January 12, 2011
Major Factors
Vision Defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective or strategic direction
Mission Defines the fundamental purpose of an organization or an enterprise, succinctly describing why it exists and what it does to achieve its Vision.
Values Beliefs that are shared among the stakeholders of an organization. Values drive an organization's culture and priorities and provide a framework in which decisions are made.
Wednesday, January 12, 2011
SWOT Analysis
Strengths Weaknesses
Opportunities Threats
•What are your strengths?•what do you do better than your
competitors? •What other internal factors will help
you?•what do others perceive as your
strengths?
•What are your weaknesses?•what do your competitors do better
than you? •What other internal factors will hinder
you?•what do others perceive as your
weaknesses?
• What current opportunities do you face?
• What future opportunities do you face?
• What opportunities do you face vis a vis the competition?
• What other external factors will help you in meeting your objectives?
• What current threats do you face?
• What future threats do you face?
• What threats do you face vis a vis the competition?
• What other external factors will hinder you in meeting your objectives?
Wednesday, January 12, 2011
Next Steps
Goals
Plan
execute
evaluate
Wednesday, January 12, 2011
Social Media Strategy
Same principles apply!
Wednesday, January 12, 2011
Ford Explorer
30,000 Initial Facebook Fans Prior to Launch
Reach upwards of 50 million people online
Goals
Wednesday, January 12, 2011
Ford Explorer
Skipped July auto show launch to launch via Facebook & complete social media campaign
Wednesday, January 12, 2011
Ford Explorer
Promoted their Facebook page with imbedded “Like” buttons in ads
Wednesday, January 12, 2011
Ford Explorer
Official Launch in NYC - Mike Rowe using his Flip Camera & posting to YouTube immediately
Wednesday, January 12, 2011
Ford Explorer
Complete YouTube Channel with 106 videos
Wednesday, January 12, 2011
Ford Explorer
Great Twitter Interaction
Wednesday, January 12, 2011
Ford Explorer
Current Facebook Page:137,480 Fans952 Pictures & 8 Videos Uploaded by Fans8 Videos Uploaded by Fans
Wednesday, January 12, 2011
Explorer Success
Engagement & Interaction!
Wednesday, January 12, 2011
Ford Social Media Philosophy
“We’re committed to the ‘always on’ mode, which means that we need to abandon the traditional ‘launch and leave’ approach that we previously used,” says Scott Monty, the head of social media at the motor company, who can be credited for much of Ford’s social activity.
“By taking the time to build a relationship with our fans by sharing not only our story but other people’s stories, we therefore gain awareness, trust and loyalty so that when they do make a purchase decision, we’re top of mind.”
Wednesday, January 12, 2011
Nike+
Wednesday, January 12, 2011
Nike+ Gadgets
Wednesday, January 12, 2011
Nike+ Web Tools
Wednesday, January 12, 2011
Nike+ Online Community
Wednesday, January 12, 2011
Nike+ Competitions
Wednesday, January 12, 2011
Nike+ & Blogging
Jason Walker - “DJ that loves hip-hop & exclusive sneakers”
Went from 265 - 205 & Nike asked him to be a Run Reporter
Wednesday, January 12, 2011
Nike+ & Video
Wednesday, January 12, 2011
Nike+ - Human Race
Wednesday, January 12, 2011
Nike+ Goes Social
Wednesday, January 12, 2011
Starbucks
Wednesday, January 12, 2011
Starbucks on Twitter
Starbucks Coffee Company @starbucksStarbucks Careers @starbucksjobsStarbucks Live @StarbucksLiveStarbucks Card @StarbucksCardMyStarbucksIdea.com @MyStarbucksIdea
Most Tweeted Brand on Twitter
Wednesday, January 12, 2011
Starbucks on Facebook
#1 Brand on Facebook
Wednesday, January 12, 2011
Starbucks on YouTube
Wednesday, January 12, 2011
Starbucks Core Philosophies
it’s about relationships, not marketing
be authentic
don’t outsource your voice
social fits within a larger digital, and integrated strategy
Alexandra Wheeler, Digital Director, Starbucks
Wednesday, January 12, 2011
MyStarbucksIdeas.com
Wednesday, January 12, 2011
Future of Starbucks
Wednesday, January 12, 2011
