Richard Bailey, 12 November 2011www.prstudies.com | @behindthespin

Strategies forSocial Media

Issues and questionsIs social media a strategy or a tactic?Who owns digital?What is social CRM?How can we measure results?

New communications model'Who says what to whom in what channel

with what effect' (Lasswell) becomes 'Who says what, in which channel, to what

effect; then ascertain who hears what, shares what, with what intent, where, and to what effect.'

(Solis and Breakenridge 2009)

7 Cs Compass model

Shimizu 2003

Four Cs for social operating system(Heuer 2009)Context: how we frame our storiesCommunications: the practice of sharing

our stories; listening, responding, growingCollaboration: working together to make

things betterConnections: the relationships we forge and

maintain 

Social media principles

Be human Be awareBe honestBe respectfulBe a participantBe openBe courageousHeuer 2009

Four Cs of Social MediaMishra 2009Content: social media transforms consumers into creatorsCollaboration: aggregation of individual actions into

meaningful collective resultsCommunity: social media enables sustained collaboration

around shared ideasCollective intelligence: the Social Web empowers us to

aggregate individual actions 

"People don't build relationships with each other in a vacuum. A vibrant community is built around a social object that is meaningful to its members. The social object can be a person, a place, a thing or an idea." 

Creating a social media plan‘A compass is a device for determining

orientation and serves as a true indicator of physical direction.’

‘The Social Marketing Compass points a brand in a physical and experiential direction to genuinely and effectively connect customers, peers and influencers, where they interact and seek guidance online.’

Solis 2010: 269

Social marketing compassThe brand: at the centre of the compassThe players: these determine how, when, why and to what extent our

activity is intermediated across the social web. They include: advocates/stakeholders traditional media new influencers / trust agents champions 

Platform: every initiative requires a platform upon which to connect, communicate and congregate. They include:

Mobile; social dashboards; apps; forums and groups; blogs; social networks

Channels: search engine optimisation (SEO); syndication; user generated content

Emotions: the socialization of the web is powered by people. Successful branding is made possible when individuals can establish a human and emotional connection.

Solis 2010

Building teamsA person or group does not own socially

rooted conversations; they simply map to them.

The simple truth is that everyone owns socalized media, including you.

Jazz improvisation: decentralised controlWithin a business or brand it’s impossible to

scale and perform harmoniously without leadership, instruction, and administration.

Solis 2010

New media board‘The charter of the New Media Board of

Advisors is to establish inbound and outbound processes and management protocol, answer questions, encourage inventiveness, educate and assemble the teams responsible for engagement.’ Solis 2010: 287

CRM 2.0‘CRM 2.0 is a philosophy and a business

strategy, supported by a technology platform, business rules and processes, designed to engage the customer in a collaborative conversation to improve human interactions and provide mutually beneficial value in a trusted and transparent business environment. It is the company’s response to the customer’s ownership of the conversation.’

Paul Greenberg

Social CRM1. A social environment: Customers must be able

to create an identity and be able to interact in a social environment

2. Customer participation mechanisms: Social CRM becomes more strategic when there are participation mechanisms.

3. Shared collective intelligence: Web 2.0 applications are most successful when they create a shared repository of information

4. Mechanisms to deal with conversational scale: There is a fear of the cost involved

Dion Hinchcliffe

Evolving relationships‘The true shift represented by the social and

real-time Web is not simply the ability to learn from public sentiment and the indicators that they signal to create a more aware, responsive, and adaptive organization that proactively leads communities through action.

‘It’s not what you say about the brand, it’s about what they say about it the counts.’

Solis 2010: 311

Measuring social mediaExposure: to what degree have we created

exposure to content and message?Engagement: Who, how, and where are people

interacting/engaging with our content?Influence: The degree to which exposure and

engagement have influenced perceptions and attituds

Action: As a result of the effort, what actions, if any, has the target taken?

Don Bartholomew

Measure what mattersSome possible measures:

Process improvementTime to marketNumber of new product ideasNumber of suggestionsTime to find solutions to problemsEfficiency with which a product is launchedLevel of social capitalChurn rates among customers / employeesCost of recruitment

KD Paine

Recommended readingScott, D (2nd ed 2010) The New Rules of Marketing

& PR: How to Use News Releases, Blogs, Podcasts, Viral Marketing to Reach Buyers Directly, Wiley 

Solis, B (2010) Engage: The Complete Guide for Brands and Businesses to Build, Cultivate and Measure Success in the New Web, Wiley

Shirky, C (2008) Here Comes Everybody: The Power of Organizing without Organizations

Thomas, M and Brain, D (2008) Crowd Surfing: Surviving and thriving in the age of consumer empowerment, A & C Black