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Basic Social Media overview
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Listening• In the beginning…
Google Alerts (Yahoo)Google Blog searchesBlogPulseDSLReports.comComplaint boardsTechnorati
• Later…Collective IntellectAll of the aboveAddictomatic
• Now…Radian6All of the above
Social Media Strategies1) EDUCATE: Train to create breadth and depth in our employee
base to give them the tools and opportunity to actively engage in social and emerging media.
2) SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers.
3) INTEGRATE: Listen to and become part of conversations that are media agnostic and evergreen; ensure all marketing and communication strategies are interwoven to create consistent messaging.
4) RESEARCH: Invest in socmed-specific research to identify emerging trends, shifting EQ from followers to leaders; monitor brand perceptions to identify opportunities and gaps.
5) MEASURE: Use media appropriate metrics to evaluate performance against best-in-class examples.
6) INNOVATE & EXPERIENTAL: Utilize the socmed opportunity to evolve the brand into one that is dynamic, interactive and relevant; leverage opportunities via conversations to position the brand for future growth.
Content Strategy• Short-term: Contest
– HSI focus • Long-term: How-to Videos
– Top 10 Customer Service issues• Online Outreach• Call Centers
– Continue to interact/use feedback loop
First steps
• Listen & Research – (Google Alerts, Twitter search, blogs)
• Educate yourself/team (guidelines)
• Share – (Slideshare, flickr)
• Hash out content strategy, then blog
Zena WeistInteractive Brand Strategist, EMBARQTwitter: @zenaweistEmail: [email protected]