social media strategy for business - pixelmedia
TRANSCRIPT
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© 2009 PixelMEDIA, Inc. | Confidential
PRESENTER:
Social Media for Business – Step the Process
Jonathan O’Donnell email: [email protected]: jonodonnell
DATE: 12/15/09
Hi-Level Plan From Vision to Implementation
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© 2009 PixelMEDIA, Inc. | Confidential
Housekeeping
Ask questions via the Q&A panel in your webinar console.
Comment and ask questions via Twitter by including #pxl within your tweet.
http://twitter.com/
http://search.twitter.com/ Then type: #pxl to see conversation
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© 2009 PixelMEDIA, Inc. | Confidential
Conversation
What is social media Why it’s important The plan Examples Q & A
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© 2009 PixelMEDIA, Inc. | Confidential
Process Works
The reason social media is so difficult for most organizations:
It's a process, not an event…
…Processes build results for the long haul.Seth Godin
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What is Social Media? Social media is about service (not just tools and apps) Empowerment for your customers (choice, feedback, service) Opportunity for your business (Information, brand awareness)
Do they care?
Comcast does!
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Why Should You Care?
300% increase in the use of Social Media over the past year Nielsen
Social Media spend will go from $714mil to $3 billion in 5 years Forrester
Users have come to expect a superior experience online Babb
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The Challenge
Your Business Your Customers
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© 2009 PixelMEDIA, Inc. | Confidential
The Process
Social Media Process
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Process: Plan - Listen - Engage - Track - Refine
Plan for success
Create a Social Media Vision Work to complement existing business objectives What is it you want to accomplish?
Start with goals & metrics in place Brand awareness, # of lead conversions, % of client satisfaction, etc.
Research your audience Perform a social media brand audit Where are your customers? Build a customized map of your online brand
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Process: Plan - Listen - Engage - Track - Refine
Plan for success, cont.
Build a sustainable strategy
Prioritize goals
Plan a phased rollout (e.g. Blog 1st, Twitter 2nd, Facebook 3rd…)
Train staff on tools in order of priority
Allow your company to acclimate culturally to social media
Think long term success
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Process: Plan - Listen - Engage - Track - Refine
Listen and learn
Focus on your objectives (avoid white noise) Learn the protocols of your chosen communities Harness any of the many monitoring tools available
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© 2009 PixelMEDIA, Inc. | Confidential
Process: Plan - Listen - Engage - Track - Refine
Engage your audience
Connect with purpose– Be real and responsive– Help others– Provide resources
Experience matters– Have multiple qualified people interacting
Keep the bond– Be there for your customers to lean on– You need to inspire trust with continuous support
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© 2009 PixelMEDIA, Inc. | Confidential
Process: Plan - Listen - Engage - Track - Refine
Track your success
Ask your customers for feedback Use quick polls (Twitter, Blogs, etc) Harness analytics to verify success (Google Analytics, Trendrr, Post Rank, Radian, etc)
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© 2009 PixelMEDIA, Inc. | Confidential
Process: Plan - Listen - Engage - Track - Refine
Refine and Experiment
Use feedback from customers Test new approaches to delivery (video, webinars, seminars, etc) Try new applications
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© 2009 PixelMEDIA, Inc. | Confidential
PixelMEDIA’s Case Study
Results
Lead from answering questions on LinkedIn Leads from tweets (re-tweets) on our blogs posts 25% increase in blog traffic from re-tweets Increased engagement from posting corporate video on Facebook
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© 2009 PixelMEDIA, Inc. | Confidential
Examples of Social Media
Jeep – Mashup page, focus on community, user generated content
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© 2009 PixelMEDIA, Inc. | Confidential
Examples of Social Media
My Starbucks Idea – User driven community, voting on new ideas
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© 2009 PixelMEDIA, Inc. | Confidential
Examples of Social Media
Nuance – Thought leadership blogs
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© 2009 PixelMEDIA, Inc. | Confidential
Examples of Social Media
Breast Cancer Stories – User-generated content, not 3rd party software
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© 2009 PixelMEDIA, Inc. | Confidential
Examples of Social Media
Harley-Davidson – Highly customized Facebook pages
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© 2009 PixelMEDIA, Inc. | Confidential
Examples of Social Media
Cirrus Village – Specific forums for owners of Cirrus planes
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© 2009 PixelMEDIA, Inc. | Confidential
Examples of Social Media
Seth Godin – Simple blog, more in-person, less online engagement
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© 2009 PixelMEDIA, Inc. | Confidential
Examples of Social Media
Best Buy – Using ‘Twelpforce’ for service. Twitter based application
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© 2009 PixelMEDIA, Inc. | Confidential
Questions
(Blog) http://blog.pixelmedia.com (Website) http://www.pixelmedia.com (Twitter) http://twitter.com/pixelmedia_inc (Vimeo) http://vimeo.com/channels/letstalk (Facebook) http://bit.ly/PixelMEDIA-Facebook
Thank you for listening!
Jonathan B. O’Donnell email: [email protected]: jonodonnell
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