Michigan is going digital.

Are you keeping up?Social media strategy development session – May 6,

2009

Perhaps you’ve heard about this whole social media thing…

So, what’s the big deal?

Social media has changed the way people converse, connect and share using the Web.

Many local companies are integrating social media into their operations.

Some are big.

Some are small.

They are all moving quickly to meet their customers in

the digital space.

Universal McCann – Power to the People – Social Media Tracker Wave 3

* 83% of Internet users watch video clips.

* 57% of Internet users manage a profile on an existing social network.

Digital communities are now part of our daily lives...

…and not just for Gen Y and millennials.

• Baby Boomers are embracing popular consumer technology applications nearly 20 times faster than younger generation.

• Facebook’s fastest-growing demographic is over the age of 35.

Consumer Electronics Usage Survey – AccentureFacebook Statistics

Still not convinced?

• 93% of social media users think brands should have a social media presence.

• 56% of social media users feel both a stronger connection with and better served by companies when they can interact with them in a social media environment.

The 2008 Cone Business in Social Media Study

New adopters often face obstacles.

• Fear of negative feedback.• Broadcast instead of converse.• Advertise before providing value.• The silo effect.• Shiny object syndrome.• Lack of overall strategy.

Social media is one big cocktail party.

If you want to get involved...

…you just need to learn how to avoid sticking

your head in the punchbowl.

Focus on strategy.

Listen to what your customers are saying online and locate where their conversations are taking

place.

People

Identify customer activity level and determine how

best to move forward.

Objectives

What is the goal?

• Awareness?• Engagement?• Collaboration?

• Energize?

Select metrics that fit the objective and measure

success regularly.

• Attention – Traffic.

• Participation – Comments, posts.

• Authority – Inbound links.

• Influence – Subscribers, followers.

Starting frameworks for measurement

Peter Kim – www.beingpeterkim.com

Strategy

Technology

Which tools and communities best fit your audience, objective and

strategy?

Create an engagement schedule.

• How often will you update content?• Subject/topic calendar• Set a time commitment per week• Engagement ratio– (e.g., 4:1 comments on other blogs to blog

posts)

Think like a publisher...

The new home page.The new home page.

Google Google lovesloves social social media.media.

The CEO isn’t always the best person for the job.

You can avoid being “pushy” without abandoning your sales process.

“Be there before the sale...”

• Focus on relationship building.• Social media karma.• Start small.• Strive for integration.

Takeaways - Blogs

www.chrisbrogan.com

www.toprankblog.com

www.pr-squared.com

Takeaways - Books

Author: DAVID MEERMAN SCOTT

Takeaways - Books

Authors: CHARLENE LI, JOSH BERNOFF

Questions?

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Thank YouBrandon Chesnuttbrandonchesnutt@gmail.comwww.brandonchesnutt.comwww.twitter.com/bchesnuttwww.slideshare.com/brandonchesnutt

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