Social Media: Getting Beyond the Hype

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    20-Jan-2015

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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.

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  • 1. Bill Johnston Chief Community Officer Forum One Networks Social Media:Getting Beyond the Hype

2.

    • About Forum One Networks
    • Bill 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 & ReportingFrameworks

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 organizations strategy will be unique (if not, why bother)?

If you don't know where you are going, any road will get you there.' 5. 2009

    • Benefits 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. 2009

    • Social Media Strategy
    • Define your audience and business goals
    • Asses your customer / constituent needs
    • Conduct an ecosystem audit
    • Prioritize touchpoints, develop engagement strategy
    • Develop policy, train participants
    • Engage
    • Measure
    • Adjust engagement strategy, go to next phase

7. Ecosystem Diagram Corporate Site Mass SocialMedia (Facebook,You Tube,Linked In) IndependentBlogs Blogs Independent CommunitiesLocal User Groups Events Meetups

    • Social Media
    • Ecosystem

Blogs CommunityPortal IdeaGeneration Discussion Groups 8. 2009

    • Ecosystem Audit
    • Find the places your organization, key staff, and issues are being discussed
      • Blogs
      • Twitter
      • Social networks: (Facebook) groups, fan pages, events
      • Independent communities
      • Rich media sites (YouTube, Flickr)
      • Discussion groups / mailing lists
      • Events / In person meetups

9. 2009

    • Outputs of Ecosystem Audit
    • Influencers & Advocates
    • Detractors, competitors
    • Priority sites / touchpoints
    • Issues
    • Opportunities
    • Research lays foundation for ongoing monitoring

10. 2009

    • Tips 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
    • Dont wait on social media policy: rollout & training
    • Dont be afraid to course correct / start over with small stakes engagements (twitter, facebook)

11. QA

    • Q&A
    • [email_address]
    • http://www.forumonenetworks.com
    • http://www.onlinecommunityreport.com

12. F1N - logo