Human capital week

How to develop a social media strategy

July 26, 2012

Source: socialsemantic.eu

Has your organization worked with social media initiatives

within the last year?

Source: socialsemantic.eu

Central coordination and targeted planning

Sporadic initiatives and no clear planning

We are testing

A couple of employees are testing without a clear

deadline

Other

The Result

Time to get serious!

Social Media is a Perfect Storm

Core business

Communication Organization

Core business

User Creation

Digitization

Only professionals create products

Non-professionals create products

Physical economy

Digital Economy

South West:

Traditional economy

North West:

Mass- customization

North East:

The Eye of the Perfect Storm

South East:

Digital Professional services

An example:

The Travel Business

There once was a travel agency:

=

• Purchase of flight tickets, hotel bookings etc.

• Customization of trip

• Find the cheapest trip

• Trip advice

Purchase of flight tickets, hotel bookings etc.

Price comparison (Find the cheapest trip)

Customization of trip

Trip advice

Only professionals create products

Non-professionals create products

Physical economy

Digital Economy

The perfect storm as a conveyor belt of innovation

ideas

Only professionals create products

Non-professionals create products

Physical economy

Digital Economy

Traditional business area

• Is the business becoming digital?

• Are there relevant devices? • Are people comfortable with

going digital? • Is the market free or

monopolized?

• Is there a potential for user creation?

• Is there sufficient motivation to sustain long term user creation?

• Is there a potential for user creation?

• Can you create the production and supply chain flexibility which is required for mass customization?

It is all about

Timing!

Exercise

Spend 5 minutes discussing where your business canvas is situated in the perfect storm. Consider the timing aspect!

Communication

The old world

Organi-zation

Message

Media TV

Radio Papers

Communi-cation

Recipient Consumer

Only professionals create products

Non-professionals create products

Physical economy

Digital Economy

CANON Website

Wikipedia

Facebook

Twitter

User reviews

Blogs

Price comparison

Mobile apps

CANON

Your Website

Wikipedia

Facebook

Twitter

User reviews

Blogs

Price comparison

Mobile apps

Your business

The conversation takes place without the companies

But companies

can become part of this

conversation

3 basic rules

Choose the right platform

Speak the language

Be interesting

Are you interesting?

Maybe you can be interesting

to some

Maybe you can be interesting some of the time

Do platforms exist and can we use them?

Can you speak the language? Are your services interesting or can you make them interesting (to some or some of the time)?

Communication strategy

• Co-creation of products

• Involvement in products

• Creation of new involving product

• Creation of involving campaign

• Digital mass-communication

High involvement

Low involvement

Co-creation of products

Involvement in products

5 Types of Involvement

1. Involvement around rating, comments and improvement of products.

2. Involvement around service

3. Involvement around usage of products

4. Involvement around product conversations

5. Involvement around the creation of the products

Creation of new involving product

Creation of involving campaign

On Twitter, @Alyssa_Milano wrote "Are you flirting with me, @oldspice guy?"

Digital mass-communication

Lunch break

Developing a social media strategy

Analysis

Communication

Strategy

Core business

Concepts

Analysis Strategy Concepts

Core Business

Core Business -> Analysis

Core Business -> Strategy

• Question: In which of the four qaudrants is you business located?

• Who are the players in this quardrant? • Traditional players: What are their weaknesses? • New Players: What can we learn from them? What are their

weaknesses? Which areas are they not covering? • Develop your unique business strategy for the perfect storm:

How to create a flexible production and suply chain?

How to build a viable business in a digital economy where marginal costs are almost zero?

How to involve users and reach the critical tipping point where you become the go-to place?

Core Business -> Concepts

Concepts – check list:

1. Digitize the company’s products/services

2. Digitize parts of the company’s products

3. Create new digital products

4. Create digital products that support or improve the use of the company’s physical products.

5. Create linkages between the physical and digital products (QR codes, URLs, etc.).

6. Make it easy for users to copy (steal) the company’s products.

7. Make your products/services/content free and make your money elsewhere

8. Make parts of your product free, or create new digital free products.

9. Become an aggregator. Forget the pride of creating your own products/services/content. Become the portal of your area

10.Become a specialist. It's easier to create a business around a very specialized product

11.Give users the ability to customize your products/services/content

12.Give users the opportunity to comment on your products/services/content

13.Give users the ability to evaluate your products/services/content

14.Give users the ability to recommend your products/services/content

15.Give users the opportunity to share with their network when they use your products/services/content

16.Give users the ability to improve your products/services/content

17.Give users the ability to create your products/services/content

18.Create a community around your products/services/content

19.Create ambassadors and use them to improve your products/services/content

20.Blur the boundary between customers and employees. Create close links to customers who “work” for the company, but who are not paid

21.Deportalize the company’s strategy. Does your company have interesting content? Make sure that this content not only lives on the website, but also at the networks where your customers/followers actually spend their online lives. (Facebook, Twitter, etc.)

Communication

Communication -> Analysis

Deportalization: • Do people talk about the

product/company 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!

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 companies will use several of these strategies at the same time.

Communication -> Concepts Concepts – check list:

1. Use your existing customers/followers to spread your message 2. Deportalize your communication. Make sure that you are present in the social media. But remember: Be interesting,

choose the right platforms and speak the right language! 3. Create digital high involvement products and services that support the conversation about the company’s existing

products and services 4. Give the company’s product (or parts of it) away for free. There is no better marketing than free! 5. Create a community around your product and services 6. Give people access to review the company's products. People love to be "reviewers". 7. Give people access to improve your products and services. 8. Give people access to talk about your products and services when they use them. Create linkages between physical

products/events and the digital world (QR codes, photo / video from mobile devices, etc.). 9. Be transparent in so many parts of the company as possible. Your customers would rather engage with employees in

a transparent company than with an anonymous marketing department. 10.Tell the world about how you work. Give people the opportunity to comment and make suggestions for improvements

to the process. 11.Reward customers who involve themselves in the company or your products/services. Not necessarily with money. 12.Share valuable knowledge! Find information, functionality or services that your company has so far kept secret and

share it with the world. 13.Aggregate valuable knowledge! Become an information hub for the companys products and services. 14.Participate in the current conversation in the social media. Make sure it's real people with real voices participating –

not marketing people. 15.Create ambassadors, and use them to publicize the company and its services. 16.Create campaigns that people want to get involved in, but remember that the campaign also should support your core

business 17.Make it easy for people to talk about your products and services. Send them emails or ask them in other ways to talk

about you in the social media. 18.Mobilize the company's hard-core fans, and get them to be active in the social media. 19.Involve people when they are most happy about your products or services. 20.Start many small initiatives at the same time. Start 10 blogs instead of one. Use 20 Twitter hash tags instead of

one. And evaluate what works! 21.Find problems, shortcomings or challenges in the company, which customers/followers can help improve. 22.Create a social media task force that is constantly ready to participate in conversations about the company and its

services when they arise (or start the conversation when the right opportunity presents itself).

Analysis

Communication

Strategy

Core business

Concepts

Analysis Strategy Concepts

Now it is your turn! Develop a strategy presentation for your business canvas which covers these six areas. The presentation should adress all six areas. More inspiration and PPT templates on: www.denperfektestorm.dk/strategimodellen (in Danish)

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