H2o Recycle

150 S. Front St., Suite 200Columbus, OH 43215

www.columbus.org

Don’t Waste Time Online – Strategy First

Business First Social Media Summer Camp

Setting the Tone

What makes it noise vs. helpful communication?• What bothers you about information you receive

in the mail, email and online for social networks?• What inspires interaction?

What barriers do you see to implementing a strategy at your organization?

Key Elements

Solution meets audiences needs Accessibility Hyper Segmentation Convergence Online Activity = Offline Action A Burning Platform Account = success

My BO – Wrap Up What was the value

for the customer? What was the visible

measurement?

The Numbers 2 million profiles 35,000 volunteer

groups 400,000 blog posts 200,000 offline events 13 million email

addresses $639 million raised

(67% online) Millions of SM

connections

Social Media Strategy

Research and Planning• Need (customer/business)• Current Conversation• Identification of actions willing to take (internal

culture)• Resources (content, people, $$)

Action• Build channel/customize channel

Communication (and integration) Evaluation – Measure and Adjust

Key Elements

Identification of barriers• Location• Culture• Stock price/performance slide

Online action = offline action Authenticity Gradual build Access

BE3 Blog Wrap Up

What was the value for the employee? What was the visible measurement?

A New Channel

Using Social Media for Innovation - Starbucks

New Channel (not an existing tool) Allows for multiple user interaction types Fills a need Creates ownership from customer Fulfills on the brand promise (online/offline)

MyStarbucks Wrap Up

What was the value for the customer? What was the visible measurement?

Audience • Where do get their

information? User Behaviors

Create

Comment

Collect

Consume

Using Social Media for Customer Service - Comcast

Existing Tool Fills a need Creates ownership from customer Fulfills on the brand promise (online/offline)

Comcast Cares Wrap Up

What was the value for the customer? What was the visible measurement?

What do you do with the info on a Macro level

LISTEN and take notes Your Piece of the Pie

• What is being said• How does it compare to others

in your space• Frequency & Tone

+

-

A vs. B

X

Using Social Media to Build Expertise/Product Use – A List Apart

Key Elements – A List Apart• Quality content, not sales info or self-promotion• Crowd-sourcing of content• Multiple ways to interact

Key Elements – Juicy Juice• Multiple ways to interact (watch, games, puzzles)

all based on education• Ability to share• Convergence (TV, YouTube, Web)• Incentive/Fills a Need• Multiple ways to interact

A List Apart and Juicy Juice Wrap Up

What was the value for the employee? What was the visible measurement?

Make it happen:

Find the need How can you help? What are you willing to do online

and offline? Identifying the right tool Listen – Participate - Facilitate Identify influencers Measure

Measurement Not HITS Engagement Behavior Change Sales Known expertise

What Does it Really Take?

Resources Culture – Authenticity Willingness to fail first Clear understanding

• Purpose for campaign• Tied to business goals• Value you can add

Education/Training

Connect post-event:

Jamie Timm@jamietimmwww.linkedin.com/in/jamietimmJamie_Timm@columbus.org