using social media as tools instead of venues
DESCRIPTION
How to use Social Media as tools to help you deliver your brand strategy and accomplish your marketing objectives with various Stakeholder Communities.TRANSCRIPT
Create The Conditions
Using Social Media AsTools Instead of Venues
Morry Patoka [email protected] iquestinc.com
CreateTheConditions.com Copyright © 2010
Social Media can be much more than just
venues where groups gather to
hang out
as marketerswe need
places
ways
reasons
to connect with our target segments
A place, a way and a reason to connect is
what brings us together as a Community
EmployeeCommunity
CustomerCommunity
SupplierCommunity
ShareholderCommunity
PublicCommunity
Each of our stakeholders share different things that bring them, and us, together to create
Communities
EmployeeCommunity
CustomerCommunity
SupplierCommunity
ShareholderCommunity
PublicCommunity
Our StakeholderCommunities are
enriched data segmentsthat extend beyond
transactional,demographic, geographic
and psychographicdimensions
EmployeeCommunity
CustomerCommunity
SupplierCommunity
ShareholderCommunity
PublicCommunity
And part of the connection is us
EmployeeCommunity
CustomerCommunity
SupplierCommunity
ShareholderCommunity
PublicCommunity
OurBrand
Strategy
Our MarketingObjectives
reasonsto connect
What do these individual groups and sub-groups share that makes each of them a Community?
What do we want each of these Communities to do?
Why would they want to do that?
find
GroupWhat Makes
Them a Community
What We Want Them To Do
Why They’d Want To Do
That
Customer-Welcome
Temporary Community that is trialing our product
Have contact with our service team
To accelerate successful product
implementation
Employee-Skilled
Highly educated and respected with
prized skills
Promote organization
through professional
channels
To establish a professional
thought-leadership role that elevates their internal and
external reputation
Shareholder-Financial Institution
Evaluates our company’s
financial strength
Understand the realities of our
business’ accounts receivables
To reduce their portfolio risk
Social Media can provide
relevant places and meaningful ways for us to
connect with our Stakeholder Communities
What makes Social Media tools instead
of just venues?
When we use them to facilitate a relevant, engaging exchange of information based on expressed needs and preferences that help us to achieve our brand
strategy and marketing objectives through segmentation (Community) management
WebsiteHub and portal to many
destinations
Use it to...
• Deliver our brand message
• Make it easy for our Communities to navigate to their destinations
TwitterPager on steroids
Use it to...
Alert Communities with…
a) Links to information
b) Calls to action
FaceBookDinner party
Use it to...
• Engage in casual exchange concerning specific topics of interest
• Arrange Community activities
LinkedInNetworking breakfast
Use it to...
Engage in brief, weekly to monthly business oriented exchange of information for the purpose of…
a) Community network development
b) Lead generation
YouTubeAmateur Theatre
Use it to...
Engage Communities by sharing information through entertaining videos that…
a) Provide instruction
b) Stimulate emotions
c) Influence participation
SlideShareHighlighter
Use it to...
Offer Communities to-the-point, creative presentations that…
a) Stimulate new thinking
b) Help Communities achieve their objectives
c) Can be downloaded for their own use
PDA AppsSwiss Army Knife
Use them to...
• Provide Communities with their own tools to make life…
a) Easier, faster or more convenient
b) Fun
• Establish reliance on our proprietary or branded Apps
BlogsConsciousness workshops
Use them to...
Gain and share perspectives with our Communities that…
a) Deliver insights
b) Aligns priorities
ConsolidatorsResearch assistants
Use them to...
Initiate new relationships with people who should be in our Community
1. Define your stakeholder groups.
2. Identify what these individual groups and sub-groups share that makes each one a Community.
3. Define what you want each of these Communities to do.
4. Articulate why they would want to do what you want them to do.
5. Align Social Media that provide the right places for you to connect with your Communities in ways that best satisfy your reasons for connecting.
Creating The Conditions for Using Social Media as Tools
If you would like to consider building your Social Media
Marketing Plan with the help of
experienced guidance, please
visit us at iQuestinc.com
Visit CreateTheConditions.com for more useful articles and presentations.
“I help the people who run companies create the conditions for success. I’d appreciate hearing how your company creates the conditions for success. Contact me at [email protected].”
Morry PatokaStrategic Management Consultant & Chief Inquisitor
iQuestiQuestinc.com
Copyright © 2010
Create The Conditions