Your right relationship with social media

Creating Your Right Relationship With Social MediaWebinar Presented by Jennie Vickers

November 2012

The way the webinar will work

Introductions

Some Whys

The Zeopard Social Media Relationship

Model

Your Social Media

Relationship

Your next Steps?

How to use social

media sitesHow to

measure

ROI

How to write

Social media

pieces

Not going to cover:

Social Media for

Organisations

How webinar

will workIntroductionsWelcome

Part One

Microphones on

muteI will talk with

my guests

?Questions can be

asked in the

side panel

The way the webinar will work

Preparing for the webinar

?Download &

print the

handout

Use the

handoutOr Draw

it up

Pen & Paper to

make notesQuestion

Box

Jennie Vickers

Digital Native in Spirit & Early

Adopter

Milloldial (Like a Millennial)

Studying Social Media for 8 + Years

Expertise & Interest in introducing

Social Media conversation to Boards

Introducing my co-host

GEOFF MCDONALD

Introducing my Strategy Expert

DR NORMAN CHORN

why me, why

you?Why now?Why this?

Part Two

Why you should care about social media

CX Matters

#1 Platform supporting Customer

Experience

Why you should care about customer experience

Costs 8x more to get a new

customer than to keep an

existing

Commoditisation has stripped

away existing sources of

differentiation-CX is it

75%+ consumers posted about

negative experience but 70%

companies little understanding of

conversations going on

Why you should care about customer experience

Costs too much to give bad CX

Starting the process rethink from

Inside Out to Outside In

•Business-B to C

•Business-B to B

•Charities and NFPs

•Government-Obama Executive Order

Why you should care about social media

Increasing numbers do not watch

tv or read papers-how do you

communicate with them?

Mobile Explosion

Social Media for individuals

BE

FOUNDKEEP IN

TOUCH

CONNECT &

RECONNEC

T

PERSONAL

POSITIONIN

G

?FIND

ANSWERS

Social Media for customers

BE

FOUNDCONNECT &

RECONNEC

T

?DELIVER

ANSWERSBUILD

COMMUNITY

MONITOR

COMPETITOR

S

Over to Geoff to talk about building a

community

GEOFF MCDONALD

Social Media inside companies

INCREASE

EMOTIONAL

CAPITAL

ENGAGE

STAFF

CREATE

COMMUNITY

COMMUNICAT

E BETTER

?FIND

ANSWERS

Social Media for NFPs and Government

POSITION

FOR

SURVIVAL

ENGAGE

STAKEHOLDER

S

COMPETE

FOR

MONEY

COMMUNICAT

E BETTER

?PROVIDE

ANSWERS

$

Introducing the

model

Part 3

The 3 dimensions of life

YOU you

YOU

PersonalStrategy

Goals Future

vision

Aspirations

Your life is unique

EMPLOYEE you

EMPLOYEE you

$

Supporting the entity

that provides your

financial livelihood

Supporting and

enhancing your

organization's social

media strategy

COMMUNITY you

COMMUNITY you

Charities Childrens’ Schools Church Sports

Causes you are

passionate about

Hobbies

& Activities

3 Column Model

Zeopard.com

Unpacking The Model

Strategy first, Social Media strategy second

Your strategy for

YOUR life

Supporting your

organisation’s

business strategy

Supporting the

strategies & goals of

your communities

Strategy isn’t Rocket Science

DR NORMAN

CHORN

www.centstrat.com

Strategy is an ongoing

process of

understanding your

environment and

determining the best

way to act


“Strategy is the process of connecting your business

(your life/your community) with the needs of customers

(stakeholders/members/service users/future employers)

and the environment. It is the process of creating value

for them.”


Key Principles:

About aligning your organisation (you/community) with customer

(stakeholder/potential employers etc) needs and market conditions

Process not a plan

Embrace principles of competition

Driven by imagination and human spirit

Creating a compelling story bringing threads together coherently

About talking about what you want measured and managed

Strategy-How to get going

1. What is our/your purpose?

1. What is the idea? Value Proposition?

1. What is our/my culture and style?

1. What are my key goals and priorities?

1. What is the conversation we/you/they need

to have?

Second Row – Your Role

Participation Observation Elucidation

Role 1 – Participation

Pieces Comments Support Discussions Questions

Contributing

Signing Up & Creating a

Profile

Role 1 – Participation - Listening

Role 1 – Participation - Scanning

Role 2 – Observation-means

Signing Up & Creating a Profile

Acquiring judgment from or based

on observing

Role 2 – Observation by - Listening

Role 2 – Observation by - Scanning

Role 3 – Elucidation-Meaning

Removing obstacles with

understanding

Elucidation Involves

Identifying

myths &

truths

Getting to

grips with

expert users

Role 3 – Elucidation by - Listening

Role 3 – Elucidation by - Scanning

Third Row - Audience

Who do you want to

connect with?

Who do you want to

find you?

Where are they?

Who do you want to

connect with?

Who do you want to

find you?

Where are they?

Who do you want to

connect with?

Who do you want to

find you?

Where are they?

Zeopard.com

Most Popular Platforms – A brief introduction

Putting The Model To Work-Meet Sindy

Sindy has a

perfect

marriage

She has a 7yr

old son & a

guide dog in

training

She wants a

good life/work

balance

She wants to be

the leader of a

Government

Department

Putting The Model To Work – Sindy at work

Department Of

LifeLooking For

Next Step

Goal &

Strategy

Social Media

Strategy

Lesser known

department

Ensure 25-55yr

olds are in work

until they are 75

Has worked there

for 3 years.

Is thinking about

her next step.

Helps 25-55yr olds

in all elements.

Uses social media

to connect with

target community.

Putting The Model To Work – Sindy outside

work

$ RNZFBSindy is a school

governor of her

son’s school

Sindy is a friend,

supporter &

fundraiser for RNZFB

Plans to join the

RNZFB board in

18 months time

YOU you for Sindy

STRATEGY

- Increase profile as an expert in leadership in government

- Be headhunted for promotion

ROLE

- Participation

Audiences

-On LinkedIn

-Possibly following Twitter

-Could be encouraged to go to Wordpress Blog

Zeopard.com

EMPLOYEE You for Sindy

STRATEGY

- Organization strategy is to help 25-55yr olds in all elements of their lives.

- Organization’s strategy is to use social media to build relationships with

the 25-55 community.

ROLE

- Observation

Audiences

- Hanging out on Facebook

Zeopard.com

COMMUNITY You for Sindy

STRATEGY

- Fundraising and competing better for $

-School-Attract new pupils

ROLE

- Elucidation

Audiences

-RNZFB talks through Facebook

-School communicates with parents through wordpress blog

Zeopard.com

Next Steps Action Plan for Sindy - Participation

Just

Do

It!

Learn how to participate

Next Steps Action Plan for Sindy - Observation

Tools For

Social Media

Observe how it is used well

Next Steps Action Plan for Sindy - Elucidation

Get clued up on issues of concern

around social media

$ Observe how successful charities

use social media for fundraising

Your turn to

start completing

the Model

Part 4

Your Relationship With Social Media

Take a few minutes to think about

what your relationship model should look like

www.zeopard.comZeopard.com

Net Steps

Draw your own

Next Steps

Part 5

Your Next Step Action Plan – Life dimensions

Identify driving

strategies

Identify the

right role for

each

dimension

Pick your

platforms

Learn how

to play your

role

Take some time to look at the three life dimensions

Leadership New Zealand Social Media

Webinar Series

Running a

webinar series

starting Dec

2012

30 minute

webinars

running twice

on each topic

Free but only

open to LNZ

members

Thanks & Goodbye