Creating Social Media Strategy

A Webinar Developed by Livingston Communications

©2008

The Old Way

The Old Way

Social Results Using the Old Way

Social Results Using the Old Way

Examples

• Wal-Mart Astroturf• Home Depot • Chevy Tahoe CGM• Coke Mentos• JetBlue• Whole Foods’ Mackey• Sony's ThreeSpeech

Heart of the Matter

Chemistry: Inherently Organic, Social

The Bad, The Ugly and The Good

Two Way Changes Everything!

• Bye-Bye Control!• Ethics and Transparency• Attitude: Community versus Audience • Mandatory Participation: Engage!• Attitude: Build Value for the Community• Inspiring Content Wins

Examples: Nokia Mosh

Examples: QuickSilver and Dell

Examples: Goodwill and ED

Bored? Get Ready for Part II!

Part II: Creating Great Social Media!

15 Steps to Social Media Creation

Step 1: Stakeholders

Step 2: What Do They Care About?

Step 3: Research Top Blogs, Social Networks

Step 4: Find the Back Channel

Step 5: Participate

Step 6: Formal Analysis

Step 6: Analysis Includes

• Top industry issues• Top bloggers/thought leaders• Preferred content forms (video, white papers,

blogs, podcasts)• Ideal places to connect (social networks, etc.)• Other companies playing in the space: Who’s

successful, who isn’t? Why?• Behavioral norms

Step 7: Outcomes

Step 7: Possible Outcomes

• Influence• Awareness/changed perception on a

particular issue• Third party credibility through Word of mouth• Brand awareness• Return on investment (sales)• Not page impressions!

Step 8: Determine Your Value

Step 9: Editorial Mission

Step 9: Example

Now Is Gone Blog: Continue serving as a primer for those business executives new to social media or considering engaging with these new communications tools. The conversation should be educational, pragmatic and weigh the pros and cons of social media to provide an authentic, genuine viewpoint of social media marketing. We believe in social media’s potential to better communications, but do not think it will replace traditional tactics. Instead we believe social media will be integrated into the larger marketing mix and may influence change in other disciplines.

Step 10: Resources

Step 11: Choose Your Tactics

Step 11: There Are Many, Many Tactics

• Launch a blog• Execute a blogger relations program• Podcast• Create video(s)• Develop social network community• Create social network application• Build your own social network• Build a widget• Etc., etc.

Step 12: The Right Voices

Step 13: Categorize and Plan Content

Step 14: Build Metrics

And Then Engage!

Wait! Step 15: Evaluate and Improve

Image Credits from Flickr Creative Commons

• The Old Way - Spin: Beepola, http://www.flickr.com/photos/beepola/2232129317/

• The Old Way – Control: Maddie Digital http://www.flickr.com/photos/maddiedigital/449791642/

• Social Results – The Old Way : Troy http://www.flickr.com/photos/whatbettertime/30677693/

• Social Results – The Old Way: Malingering http://www.flickr.com/photos/malingering/85869598/

• Heart of the Matter – Central Park Sheep Meadow by New York808 - http://www.flickr.com/photos/newyork808/181896227/

• Two Way Conversation – Chemistry by GioJL http://www.flickr.com/photos/giovannijl-s_photohut/848407532/

• Bored by Wajakamek http://www.flickr.com/photos/rashdan/632754258/

• Creative Commons by Laughing Squid http://farm1.static.flickr.com/167/398474727_3131fcf847.jpg?v=0

• Spiral Staircase by sunsurfr http://www.flickr.com/photos/sunsurfr/383047544/

• Stakeholders: X-Men by DuneChaser http://www.flickr.com/photos/dunechaser/142079765/

• Newspapers by mezzoblue http://www.flickr.com/photos/mezzoblue/135371202/

• Participate: Community Orchestra by Carf http://www.flickr.com/photos/beija-flor/230554907/

• Analysis of the by techne http://www.flickr.com/photos/techne/100055322/

• Value: The Specialist by =XAV= http://www.flickr.com/photos/xav/1322786511/

• Mission: Joan of Ark by DBKing http://www.flickr.com/photos/bootbearwdc/133751960/

• Resources: Money, It’s a Crime from Dryclon http://www.flickr.com/photos/dryicons/2288161813/

• Choose Your Tactics: Chinese Chess by zh1yong http://www.flickr.com/photos/zh1yong/70414316/

• Voices: Voice Gym by Gaeten Lee http://www.flickr.com/photos/gaetanlee/826844199/

• Categories: Sky News by Bobbie http://www.flickr.com/photos/bojo/1104728283/

• Measurement: Influence by Cambodia4Kidsorg http://www.flickr.com/photos/cambodia4kidsorg/2057452102/

• Evaluate and Improve: Painted Blue Sky by Annia316 http://www.flickr.com/photos/annia316/662389315/