social media: getting beyond the hype
DESCRIPTION
I gave this presentation at the Geneva Web Meetup on May 1st. The new of the presentation is that I encourage the use of a comprehensive strategy as a lens to evaluate opportunities for engagement in the social media ecosystem.TRANSCRIPT
Social Media: Getting Beyond the Hype
Bill JohnstonChief Community OfficerForum One Networks
2
About Forum One NetworksBill Johnston
Chief Community Officer, Forum One
Events Online Community Unconference –
6/10 in Mountain View, CA
Research & Networking Online Community Research Network Online Community Compensation,
Community ROI
Services Community Strategy, Metrics, ROI & Reporting
Frameworks
3
Topics• Sorting through the hype
• Benefits of social media
• Developing a social media strategy
• The social media ecosystem
• Conducting an ecosystem audit
• Tips to get started
4
Sorting the hype• Develop a strategy that includes:
• Clear organizational goals • Definition of key audiences & their
needs• Ecosystem research
• Be willing to experiment / low stakes
• Accept that social media is a means (not an end)
• Pay attention to mass social platforms & movements
• Your organization’s strategy will be unique (if not, why bother)?
‘If you don't know where you are going,any road will get you there.'
5
2009Benefits of Social Media Relative Cost
Continued growth in interest & participation
Reach
Effective way to add value to online & offline strategy
Provides access to your organization
Ability to “tell your story” and have an ongoing dialog
6
2009Social Media Strategy
1. Define your audience and business goals
2. Asses your customer / constituent needs
3. Conduct an ecosystem audit
4. Prioritize touchpoints, develop engagement strategy
5. Develop policy, train participants
6. Engage
7. Measure
8. Adjust engagement strategy, go to next phase
7
Ecosystem Diagram
Blogs
Community Portal
Idea Generation
DiscussionGroups
CorporateSite
Mass Social Media
(Facebook, You Tube, Linked In…)
Independent Blogs
Blogs
IndependentCommunities
Local UserGroups
Events
Meetups
Social MediaEcosystem
8
2009Ecosystem Audit Find the places your organization, key staff, and
issues are being discussed
Blogs
Social networks: (Facebook) groups, fan pages, events
Independent communities
Rich media sites (YouTube, Flickr)
Discussion groups / mailing lists
Events / In person meetups
9
2009Outputs of Ecosystem Audit Influencers & Advocates
Detractors, competitors
Priority sites / touchpoints
Issues
Opportunities
Research lays foundation for ongoing monitoring
10
2009Tips to Get Started Find a senior staff member to be the “SM
champion”
Blogging is a quick way to demonstrate success
You will likely see “signs of life” from ecosystem audit, and ongoing monitoring
Don’t wait on social media policy: rollout & training
Don’t be afraid to course correct / start over with small stakes engagements (twitter, facebook)
12
F1N - logo