FACEBOOK is Not a Social Media Strategy

NAW, Washington DC, 26 January 2010

TERRANCE BARKAN CAE

Chief Strategist | Business Architect – GLOBALSTRAT

What is your

Social Media Strategy?

The big picture

BlackPlanet.com, Flickr.com, Reunion.com, aSmallWorld, Bebo, Blue Dot, Bolt, Broadcaster.com, Buzznet,

CarDomain, Consumating, Couchsurfing, Cyworld, Dandelife, DeadJournal, DontStayIn, Doostang,

Ecademy, eSPIN, Facebook, Faceparty, Flickr, Flirtomatic, Fotki, Friends Reunited, Gaia Online,

Geni.com, GoPets, Graduates.com, Grono.net, Hyves, imeem, Google, Infield Parking, IRC-Galleria, iWiW,

Joga, Bonito, Last.fm, LibraryThing, LinkedIn, LiveJournal, LunarStorm, MEETin, MiGente.com, Mixi, MOG, Multiply,

My Opera Community, myYearbook, Netlog, Nexopia, OUTeverywhere, Passado, Piczo, Playahead, ProfileHeaven,

Pownce, RateItAll, Reunion.com, Searchles, Sconex, Shelfari,Soundpedia, Sportsvite, Studivz, TagWorld,

TakingITGlobal, The Doll Palace, The Student Center, Threadless, TravBuddy.com, Travellerspoint, Tribe.net, Vampire Freaks,

Vox, WAYN, WebBiographies, Windows Live Spaces, Woophy, XING

SOCIAL MEDIAWHAT IS IT?

Social Media

“Social Media” includes private online communities and public sites such as “Facebook”, “Linkedin”, “Yahoo! Groups”, “Myspace” and hundreds of other sites, empowering individuals to:

• connect with friends, colleagues or strangers

• create, contribute and publish content,

• comment on, rank or embellish that content,

• communicate freely using multiple formats including; email, instant messaging, mobile devices, voice and video

…and all for free or next to free in terms of real costs!

SOCIAL MEDIAA DEFINITION

Social Media Strategy addresses:• Your objectives• Your audience (current and potential)• Your message• Your Intellectual Property (IP)• Your network champions• Technology tools and platform(s)• Measurement• The process, structure, plan and resource

allocation to implement your strategy**Refer to the Online Community Guidelines handout

or request a copy from: tbarkan@globalstrat.org

SOCIAL MEDIA STRATEGYA DEFINITION

SOCIAL MEDIA TOOLSWHICH TECHNOLOGY SOLUTIONS?

SOCIAL MEDIA TOOLS

KEY QUESTIONS REGARDING TECHNOLOGY:• Internal vs External social media platforms• Integration issues:

– AMS/CRM (database management tools)– Finance systems– CMS (content management systems)

• E-groups / Discussion platforms• HTML support for email• Open systems – avoid “golden handcuffs”

SOCIAL MEDIA PLATFORMS KEY CONSIDERATIONS

KEY QUESTIONS REGARDING TECHNOLOGY:• Searchable Member Profiles• Resource Libraries

– Documents– Video– Sound– Searchable “Body of Knowledge”– WIKI

• Micro-sites– Components / divisions / chapters / SIG’s

SOCIAL MEDIA PLATFORMS KEY CONSIDERATIONS

SOCIAL TECHNOLOGY TOOLSSOCIAL NETWORKS

SOCIAL NETWORKS

Social Network applications are designed to allow people to connect with one another and create groups with rich application features.

The most popular applications include:

LinkedIn (www.linkedin.com)

Facebook (www.facebook.com)

Xing (www.xing.com)

SOCIAL TECHNOLOGY TOOLSSOCIAL NETWORKS

SOCIAL NETWORKS

You will most likely want to have a presence on multiple public social network sites, and on multiple groups within those public network platforms.

SOCIAL TECHNOLOGY TOOLSSOCIAL NETWORKS

SOCIAL NETWORKS

Other specialized applications are designed for custom social media network groups that allow greater control and customization.

Examples include:

Higher Logic (www.higherlogic.com)

Drupal (http://drupal.org)

Socious (http://www.socious.com)

SOCIAL TECHNOLOGY TOOLSSOCIAL NETWORKS

FACEBOOK

300 million users and growing….

SOCIAL TECHNOLOGY TOOLSSOCIAL NETWORKS

FACEBOOK

Large user base but has a much more “casual” look and feel, less professional than “LinkedIn”.

SOCIAL TECHNOLOGY TOOLSSOCIAL NETWORKS

FACEBOOK

Groups

Easy and free to establish.

Many association members establish their own “unofficial groups”

Issues around branding, IP control, member only benefits, etc.

SOCIAL TECHNOLOGY TOOLSSOCIAL NETWORKS

LinkedIn

55 Million users that are primarily professionals with an average income in excess of 100k per annum

Focused on business and professional networking.

SOCIAL TECHNOLOGY TOOLSSOCIAL NETWORKS

LinkedIn

Groups

Free and easy to establish, they have a more professional set of tools to attract and gain members.

SOCIAL TECHNOLOGY TOOLSSOCIAL NETWORKS

LinkedIn Networking

Based on the networks of the people you are already connected with, Linkedin suggests people you most likely already know to join your network.

SOCIAL TECHNOLOGY TOOLSSOCIAL NETWORKS

LinkedIn Applications

Based on the networks of the people you are already connected with, Linkedin suggests people you most likely already know to join your network.

SOCIAL TECHNOLOGY TOOLSSOCIAL NETWORKS

SOCIAL TECHNOLOGY TOOLSMEASUREMENT

MEASUREMENT TOOLS

You will need to measure the results of your social media actions.

Email management and tracking; ConstantContact (www.constantcontact.com)

Website clicks and hits; Google Analytics (www.google.com/analytics/)

Custom Link Tracking; BudUrl (www.budurl.com)

SOCIAL TECHNOLOGY TOOLSMEASUREMENT

MEASUREMENT TOOLS

Email management and tracking; ConstantContact (www.constantcontact.com)

SOCIAL TECHNOLOGY TOOLSMEASUREMENT

MEASUREMENT TOOLS

Custom Link Tracking; BudUrl (www.budurl.com)

SOCIAL TECHNOLOGY TOOLSMEASUREMENT

MEASUREMENT TOOLS

Website clicks and hits; Google Analytics (www.google.com/analytics/)

SOCIAL TECHNOLOGY TOOLSMEASUREMENT

MEASUREMENT TOOLS

You will need to measure the results of your social media actions.

Discussion tracking; Google Alerts (www.google.com/alerts/)

Blogs; Technorati (www.technorati.com) Blogpulse (www.budurl.com)

SOCIAL TECHNOLOGY TOOLSPUBLISHING - BLOGS

PUBLISHING TOOLS

Blogs are an important communication tool that allow free form communication with your audience while encouraging feedback , ranking and sharing.

WordPress (www.wordpress.com)

Blogger (www.blogger com)

Many of the better social media applications have blogging applications embedded within them.

SOCIAL TECHNOLOGY TOOLSPUBLISHING - MICROBLOGGING

PUBLISHING TOOLS

Micro-Blogging is one of the most recent new forms of social media tools, allowing instant “status updates” to be sent and received over mobile devices or any other Internet ready device.

Twitter (www.twitter.com)

Plurk (www.plurk.com)

Micro-blogging tools are often used to direct readers to other sites or for instant feedback but are limited to very short messages.

SOCIAL TECHNOLOGY TOOLSPUBLISHING - MICROBLOGGING

PUBLISHING

Sample of a site based on “WordPress” blogging platform.

Used to promote a specific event.

SOCIAL TECHNOLOGY TOOLSPUBLISHING - MICROBLOGGING

PUBLISHING

Makes it easy to post a blog and update content from multiple contributors.

Blogs are posted from the Experts / Speakers

SOCIAL TECHNOLOGY TOOLSPUBLISHING - MICROBLOGGING

PUBLISHING

Automated publishing pulled from a Twitter account makes it easy to have fresh content.

Automatically pulls in “Tweets” from the speaker profiles.

SOCIAL TECHNOLOGY TOOLSCOLLABORATION

COLLABORATION

WIKI – A collaboration tool that allows a large number of individuals to create, contribute and edit an open collection of web pages and content.

Some of the most common uses are for glossaries, reference works or any situation in which a large number of discreet pieces of information need to be collected, categorized and organized.

SOCIAL TECHNOLOGY TOOLSCOLLABORATION

RSS FEEDS & READERS

RSS – “Really Simple Syndication” is a way to distribute regular changing content, such as from a blog, and to distribute the updates to an “RSS Reader”. This allows individuals to collect updates from multiple sources in a single RSS reader.

SOCIAL TECHNOLOGY TOOLSCOLLABORATION

VIDEO SHARING

The ability to upload and publish videos for public viewing has created new media stars. It has also raised awareness for many organizations beyond what they could ever hope for in paid advertising.

SOCIAL TECHNOLOGY TOOLSCOLLABORATION

PRESENTATION SHARING

The ability to publish computer presentations, such as PowerPoint, allowing the public to view, rank and share presentations on any subject.

Pause and Reflect!

The big picture

Social Media Strategy addresses:• Your objectives• Your audience (current and potential)• Your message• Your Intellectual Property (IP)• Your network champions• Technology tools and platform(s)• Measurement• The process, structure, plan and resource

allocation to implement your strategy**refer to Online Community Management handout

SOCIAL MEDIA STRATEGYA DEFINITION

Sample Social Media Objectives for a:Trade Association• Recruit and retain members• Provide improved networking and

communication for members and customers• Generate awareness for the mission and

objectives of the organization• Help members improve their business results• Increase participation in association events,

training and product sales (increased revenue)

YOUR OBJECTIVES: Trade Association

“How do I meet my organizational objectives by meeting the objectives of our members and clients?”

Organization Objectives

Social Network Strategy (SNS)

Member / Client Objectives

More members Education

Sell more product Training

More delegates Networking

Better branding Recognition

Content development Standards

Outreach Business Results

YOUR OBJECTIVES: Trade Associations

YOUR AUDIENCE

Social Netw

ork Community

Social Netw

ork Community

YOUR AUDIENCE

SOCIAL NETWORK USER PROFILES

1. Identify and profile your “ideal” customer, member or stakeholder*.

2. What are the top 3 concerns/problems/needs of this stakeholder group?

3. Identify and recruit the thought leaders and experts in your field that are working on these problems.

4. Align messaging & services to address key target group(s)

5. Quantify target markets & stakeholder cohorts

*In most organizations, 20% or less of your total customer / membership base accounts for more than 80% of profit or revenue. Focus on attracting and

retaining your most profitable 20% of stakeholders.

*In most organizations, 20% or less of your total customer / membership base accounts for more than 80% of profit or revenue. Focus on attracting and

retaining your most profitable 20% of stakeholders.

CUSTOMER SEGMENTATION WHO ARE YOU TRYING TO REACH?

CHAMPIONS!WHAT IS YOUR

SOCIAL NETWORK WITHOUT CHAMPIONS?

CHAMPIONS!

Online communities and communities in general require quality discussion and engagement in order to prosper and grow.

This is true of every type of community of interest whether for a for-profit customer group, a professional association or a community of citizens.

Community Champions will have a disproportionate impact on the quality of the user experience and it is important to support their usually volunteer efforts.

COMMUNITY CHAMPIONSWHAT IT TAKES TO SUCCEED

Who are yourCommunity Champions?

COMMUNICATIONSYOUR MESSAGE AND THE MEDIUM

COMMUNICATIONS YOUR MESSAGE…AND THE MEDIUM

Inputs

Outputs

LISTEN

ANALYSE

COMMUNICATE

COMMUNICATIONS LISTENING STRATEGIES

SOCIAL MEDIA COMMUNICATIONS CRITICAL PHASES

MEASUREMENT & METRICS

HOW DO WE DO MEASURE SOCIAL MEDIA?

MEASUREMENT & METRICS

Awareness: How many new prospective clients have become aware of the offer / service / product / association through social media and word of mouth? How are you drawing attention to new products or services from your existing client base?

Metric: Number of unique new visitors. Number of revived “inactive” contacts.

Consideration: How many positive versus negative comments / endorsements are being populated on all of the various channels. How many are genuine (supporters and detractors). And how is the association / organization engaged in these discussions in an honest and participatory manner?

Metric: Number of customers that agree with the statement: “I would recommend this product / service / membership to a friend.” Number of complaints. Ratio of supporters versus detractors. Note: New product or service ideas, including multiple requests for things you don’t offer should be collected under “IP Strategy”.

METRICSYOU CANNOT MEASURE WHAT YOU DO NOT MEASURE

Conversion: How many transactions (purchase decisions) are you able to trace that either originated or were heavily influenced by social media conversations?

Metric: Gross revenue per total customer base (includes Members and Non-Member sales). Gross revenue directly attributable to social media channels (awareness, consideration and conversion). Note: Total revenue per customer should increase with a successful campaign as it stimulates new sales and is a cost effective client recruitment tool.

Consumption: Are you measuring customer satisfaction in real time at the point of experience with the product or service? Are you using social media to capture that experience?

Metric: Number of customers that agree with the statement: “I would recommend this product / service / membership to a friend. Number of complaints. Ratio of supporters versus detractors.

METRICSYOU CANNOT MEASURE WHAT YOU DO NOT MEASURE

Word of Mouth (WOM): Measure the echo. What are customers saying about your offer / product / service after consumption? Are you encouraging after sales WOM? What is the result?

Metric: Number of customers that post positive comments about their experiences. Track the number of “Forward to a friend” messages you members are sending. Monitor the response rate to the “Would you recommend this product / service to a friend”.

METRICSYOU CANNOT MEASURE WHAT YOU DO NOT MEASURE

COMMUNICATIONS TOOLS AND USES

COMMUNICATIONS TOOLS AND FREQUENCY

IP STRATEGYWHAT IS YOUR

INTELLECTUAL PROPERTYSTRATEGY?

WHAT IS YOUR INTELLECTUAL PROPERTY

STRATEGY?

WHAT IS YOUR “IP” STRATEGY?

• What is your organization’s most valuable asset?

– (Hint: Intellectual Property!)

• How much of your IP is:

– Legacy vs. leading edge

– Internal (staff / member) vs. External (3rd party)

• How will Social Media change your IP strategy?

INTELLECTUAL PROPERTY WHAT IS YOUR STRATEGY?

WHAT IS YOUR “IP” STRATEGY?

Use your subject matter experts and the contributions of your

“community” to:

a. Identify the most important issues for your sector

b. Generate and stimulate debate about the implications,

options and solutions

c. Capture the essence of these rich discussions to create

new content (articles, sessions, workshops, webinars, etc.)

INTELLECTUAL PROPERTY WHAT IS YOUR STRATEGY?

SOCIAL MEDIA & CROWDSOURCING• Social Media tools allow a large community of interested people to collaborate

and create significant new Intellectual Property. Example – Wikipedia, the world’s largest encyclopedia crafted by volunteers

INTELLECTUAL PROPERTY CROWDSOURCING

SOCIAL MEDIA & CROWDSOURCING• Example: My Starbucks Idea – Amazingly simple and equally brilliant. Have your customers

submit ideas about your brand, company or organization. Have the same group of customers read, rank and vote on the ideas. R&D and Market Research for almost free…

INTELLECTUAL PROPERTY CROWDSOURCING

Online Community Guidelines* include:

• Purpose of the community

• Definition of community members

• User rights and obligations

• Administrator rights and obligations

• Intellectual Property ownership and management

*Refer to the Online Community Guidelines handout

or request a copy from: tbarkan@globalstrat.org

INTELLECTUAL PROPERTY Guidelines

What are the next steps to get started?

•Define specific, achievable, initial objectives

•Include a broad group of stakeholders

•Identify internal project “Champions” and a team

•Build a ranking, vetting and feedback system

•Get expert advice regarding your business strategy

•Get expert advice regarding your technology tools

•Get expert legal advice regarding official terms of use

•Be prepared for slow but steady, incremental growth

WHAT’S NEXT?

Online Social Media Strategy Traininghttp://budurl.com/SMTraining Social Media Webinar (Recorded - Free Access)http://budurl.com/GlobalstratWebinar Social Media Use Surveyhttp://budurl.com/SMsurvey 

WHAT’S NEXT?

Social Media Legal Issueswww.socialex.org Social Media Videohttp://budurl.com/SMVideo Social Media Bloghttp://budurl.com/SMBlogs Social Media Resource Pagehttp://budurl.com/SMResource

Social Media & Strategy Bookshttp://budurl.com/BookReviews

Resources and Reference Material

Want more information? www.globalstrat.org

tbarkan@globalstrat.orgor call +1 202 294 5563

Terrance Barkan CAE

Chief Strategist & CEO

http://www.linkedin.com/in/terrancebarkan