Social Media and Corporate Strategy
description
Transcript of Social Media and Corporate Strategy
![Page 1: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/1.jpg)
Social Media and Corporate Strategy
Sam FordDirector, Audience Engagement
JGAPeppercomm
![Page 2: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/2.jpg)
The Old Media Model
![Page 3: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/3.jpg)
![Page 4: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/4.jpg)
Broadcast Mentality
![Page 5: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/5.jpg)
This Can’t Be Only About Marketing…
![Page 6: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/6.jpg)
Brands Are Becoming Publishers
![Page 7: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/7.jpg)
Don’t Tell People about Your Expertise & Passion. Show Them.
![Page 8: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/8.jpg)
![Page 9: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/9.jpg)
Spreadable Content Value Is Created Through Being:
1. Available when and where audiences want it2. Portable3. Easily reusable in a variety of ways4. Relevant to multiple audiences5. Part of a steady stream of material
![Page 10: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/10.jpg)
People Spread Content to:
1. Define themselves2. Increase their notoriety3. Strengthen social ties4. Build community
![Page 11: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/11.jpg)
![Page 12: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/12.jpg)
“If I tell my Facebook friends about your brand, it’s not because I like your brand, but rather because I like my friends.”-Mike Arauz
![Page 13: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/13.jpg)
Curation
• Longstanding activity—from newspaper clipping/scrapbooking to word of mouth practices
• Emergence of content editing/curating as a regular activity, for companies and for individuals
• Increasingly crucial activity in an era of information overload
• Particularly happening online now: 51% of people who get news online and use social network sites say they find out about what’s happening through people they “follow” (Pew 2010)
“(My curation strategy is) find good s#!+ and share it.”- Jason Falls, CafePress,
Social Media Explorer
![Page 14: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/14.jpg)
What Your Audiences SayWhat are their patterns, pain points and purpose?
What Your Audiences HearHow do your audiences perceive your positioning and messages?
What Your Competitors SayWhat position are they trying to own?
What You SayWhat positioning and messages are you trying to spread?
![Page 15: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/15.jpg)
![Page 16: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/16.jpg)
![Page 17: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/17.jpg)
Taking a Transmedia ApproachA “transmedia” approach:
• Builds a company’s story across multiple touchpoints—in person, online, through marketing, etc.
• Emphasizes consistency in all communications
• Requires cross-dept. collaboration• Allows each “medium” to play the role that it is best at, as part of the
overall storytelling effort
![Page 18: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/18.jpg)
Transmedia Storytelling
Paid
Event Sponsorships
Digital Advertising
Search Engine Management
Traditional Advertising
Owned
Website
Blogging
LinkedIn, Twitter, Facebook, etc.
Direct
Earned
Media Relations
Blogger Relations
Online Commenting
Speaking Platforms
![Page 19: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/19.jpg)
Transmedia Storytelling
![Page 20: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/20.jpg)
How Does an Individual Build Their Brand?
![Page 21: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/21.jpg)
Transmedia Storytelling for Professionals . . .
• Is built on real-life relationships
• Has the advantage of having its story world “set” in the real world
• Focuses on the people behind the “brand” of a company
• Demonstrates the thinking/expertise which inspires a company’s products/services
• Emphasizes internal collaboration & external continuity
![Page 22: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/22.jpg)
![Page 23: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/23.jpg)
Why think about an executive’s individual brand?
• He or she is developing an individual brand as a professional, whether intentionally or not
• The best way to prove the company’s spirit and philosophy to potential and current customers is by living it.
• Think as well about her or his “digital footprint” and what happens when customers/prospects look the executive up online
• Consider how you educate all members of your team to think about the brand they’re building for themselves.
![Page 24: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/24.jpg)
How do you cultivate an executive’s digital footprint?
• Be deliberate with the way they represent themselves online
• Take stock of the executive’s current online footprint; “Google them”
• Pick platforms where the executive already communicates or those where the executive realistically can imagine himself or herself communicating to develop a professional presence
• Show who the executive is; demonstrate her/his passion and expertise
![Page 25: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/25.jpg)
Cultivating Your “Brand”
![Page 26: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/26.jpg)
![Page 27: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/27.jpg)
![Page 28: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/28.jpg)
![Page 29: Social Media and Corporate Strategy](https://reader035.fdocuments.net/reader035/viewer/2022062315/56816110550346895dd06cab/html5/thumbnails/29.jpg)
Social Media and Corporate Strategy
Sam FordDirector, Audience Engagement
JGAPeppercomm