Social media strategies instead of tools

with

Kevin Limcyberculturalist

PRSA 5th Aug 2009

socialmediastrategyinstead oftools

If you are on twittershare your thoughts

#PRSAtalk

the bad news.

the bad news.good

BW Online. July 19, 2004. “The Vanishing Mass Market”

http://www.creators.com/comics/speed-bump/28803.html

http://manuforti.wordpress.com/2009/03/08/newspaper-death-watch/

Source: Veronis Suhler Stevenson; Boston Consulting Group analysis (July 2009)

GDP vs. Ad Spending

“Balance Your Media Diet” by Steven Leckart (July 15, 2009)

“Reputation Statement of Account" by Jason Tester (2004)

We live in a world where the gatekeepers are losing control.

Gary Vaynerchukwinelibrary.tv

Spin may work in traditional media, but the Internet has a built in B.S. detector.

Chris Pirillotech celebrity

People relate to people not companies.

Tony HsiehZappos CEO

When reality is labeled unthinkable, it creates a sickness in an industry...

Clay Shirkytechnologist

Leadership becomes faith based.

Clay Shirkytechnologist

thinking theunthinkable

this is an opportunityto start over.

But we oftenbeginlike this...

Should I be usingYoutubeTwitter orFacebook...

we turn tothe tools

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Groundswell: Winning in a World Transformed by Social Technologies (2008)

Social Technographics Ladder from Groundswell, Forrester Research, 2008

“Barack Obama’s Social Media Toolkit” by Monte Lutz (Feb 2009)http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit

ADVOCATE

SOCIAL

PERSONAL

Recruit others to donate Create a groupHost an event

Post pictures/videos Write a blog post Join a group

Create a profile Post a comment Make a donation Sign up for e-mail/SMSFriend on social networks

Amy Jo Kim’s Community Building on the Web (Peachpit, 2000)

Groundswell: Winning in a World Transformed by Social Technologies (2008)

USA Today, July 24, 2009

USA Today, July 24, 2009

USA Today, July 24, 2009

Mike Arauz’s Spectrum of Online Friendship (April 2009)http://www.slideshare.net/mikearauz/spectrum-of-online-friendship

Designing for the Social Web: The Usage Lifecyclehttp://bokardo.com/archives/designing-for-the-social-web-the-book/

so what’s a goodstrategy

campaignsso similarso different

three words

transparencynoveltyrisky

The good news is there is freedom of speech and the bad news is there is freedom of speech

Robert Passikoff

Brand Keys President

“Skittles Pulls Twitter Campaign” by Laurie Sullivan, March 4, 2009

three words

competitivecontrolledexclusive

long term brand strategy

long term brand strategy

customer support

tactical strategies for twitter

brand awareness

“Squarespace: Give an iPhone, Get Awareness”http://www.thehumanisticstrategist.com/articles/2009/6/12/squarespace-give-an-iphone-get-awareness.html

rewarding fans

rewarding fans

rewarding fans

new sales channel

new sales channel

integrating social media

integrating social media

social media is 24/7

humans can’t scale

Kathy Sierra, Is Twitter TOO good? (16 March, 2007) http://headrush.typepad.com/creating_passionate_users/2007/03/is_twitter_too_.html

Cathy, 4th August 2009

Despair Inc's Social Media Venn Diagram

search.twitter.com

tweetgrid.com

tweetdeck desktop app

reader.google.com

informationoverload hasalways existed

true problemfilter failure

Clay Shirkytechnologist

filteringtools I use

cotweet.com

multiple accountsmultiple users

keyword monitoring

on duty notificationstweet assignments

conversation threadingrich profilesclick tracking

tweet schedulingmulti account posting

message archive

Buzz Trending Sentiment Detection Influence Scoring

Market Segmentation Site Ranking

Media Segmentation

JamiQ

demo

Questions

How often should we communicate with our

supporters through Twitter and Facebook?

Who in my small shop should manage our social networking

accounts? Volunteer?

What should my organization's

Facebook fan page really look like?

Do you see social webbeing over-populated

with cause related marketing?

Will I "turn off" traditional donors with all this hype

about social media?

How do I overcome a bad remark about our organization through

the social web?

Jeffery Gitomer’s Little Black Book of Connections (2006)

Thank You

Let’s [email protected]