Social Media Strategies for Grassroots Communication
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I presented basic definitions around the idea of strategy and strategic planning as well as highlighting a number of brands with digital strategies.
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Social Media Strategies for Grassroots Communication
- 1. Friends Tweets & Change THE CASE FOR GRASSROOTS COMMUNICATION J-TERM 2011 Social Media Strategies Day 7 Instructor: Andrew Hoffman Wednesday, January 12, 2011
- 2. Define Strategy Refers to a plan of action designed to achieve a particular goal. Wednesday, January 12, 2011
- 3. Strategic Planning An organization’s process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people. “What do we do?” “For whom do we do it?” “How do we excel?” Wednesday, January 12, 2011
- 4. Major Factors Vision Defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective or strategic direction Mission Defines the fundamental purpose of an organization or an enterprise, succinctly describing why it exists and what it does to achieve its Vision. Values Beliefs that are shared among the stakeholders of an organization. Values drive an organization's culture and priorities and provide a framework in which decisions are made. Wednesday, January 12, 2011
- 5. SWOT Analysis •What are your strengths? •What are your weaknesses? •what do you do better than your •what do your competitors do better competitors? than you? •What other internal factors will help •What other internal factors will hinder you? you? •what do others perceive as your •what do others perceive as your strengths? weaknesses? Strengths Weaknesses • What current opportunities do you face? • What current threats do you face? • What future opportunities do you • What future threats do you face? face? • What threats do you face vis a vis the • What opportunities do you face vis a competition? vis the competition? • What other external factors will • What other external factors will help hinder you in meeting your objectives? you in meeting your objectives? Opportunities Threats Wednesday, January 12, 2011
- 6. Next Steps Goals Plan execute evaluate Wednesday, January 12, 2011
- 7. Social Media Strategy Same principles apply! Wednesday, January 12, 2011
- 8. Ford Explorer Goals 30,000 Initial Facebook Fans Prior to Launch Reach upwards of 50 million people online Wednesday, January 12, 2011
- 9. Ford Explorer Skipped July auto show launch to launch via Facebook & complete social media campaign Wednesday, January 12, 2011
- 10. Ford Explorer Promoted their Facebook page with imbedded “Like” buttons in ads Wednesday, January 12, 2011
- 11. Ford Explorer Official Launch in NYC - Mike Rowe using his Flip Camera & posting to YouTube immediately Wednesday, January 12, 2011
- 12. Ford Explorer Complete YouTube Channel with 106 videos Wednesday, January 12, 2011
- 13. Ford Explorer Great Twitter Interaction Wednesday, January 12, 2011
- 14. Ford Explorer Current Facebook Page: 137,480 Fans 952 Pictures & 8 Videos Uploaded by Fans 8 Videos Uploaded by Fans Wednesday, January 12, 2011
- 15. Explorer Success Engagement & Interaction! Wednesday, January 12, 2011
- 16. Ford Social Media Philosophy “We’re committed to the ‘always on’ mode, which means that we need to abandon the traditional ‘launch and leave’ approach that we previously used,” says Scott Monty, the head of social media at the motor company, who can be credited for much of Ford’s social activity. “By taking the time to build a relationship with our fans by sharing not only our story but other people’s stories, we therefore gain awareness, trust and loyalty so that when they do make a purchase decision, we’re top of mind.” Wednesday, January 12, 2011
- 17. Nike+ Wednesday, January 12, 2011
- 18. Nike+ Gadgets Wednesday, January 12, 2011
- 19. Nike+ Web Tools Wednesday, January 12, 2011
- 20. Nike+ Online Community Wednesday, January 12, 2011
- 21. Nike+ Competitions Wednesday, January 12, 2011
- 22. Nike+ & Blogging Jason Walker - “DJ that loves hip-hop & exclusive sneakers” Went from 265 - 205 & Nike asked him to be a Run Reporter Wednesday, January 12, 2011
- 23. Nike+ & Video Wednesday, January 12, 2011
- 24. Nike+ - Human Race Wednesday, January 12, 2011
- 25. Nike+ Goes Social Wednesday, January 12, 2011
- 26. Starbucks Wednesday, January 12, 2011
- 27. Starbucks on Twitter Starbucks Coffee Company @starbucks Starbucks Careers @starbucksjobs Starbucks Live @StarbucksLive Starbucks Card @StarbucksCard MyStarbucksIdea.com @MyStarbucksIdea Most Tweeted Brand on Twitter Wednesday, January 12, 2011
- 28. Starbucks on Facebook #1 Brand on Facebook Wednesday, January 12, 2011
- 29. Starbucks on YouTube Wednesday, January 12, 2011
- 30. Starbucks Core Philosophies it’s about relationships, not marketing be authentic don’t outsource your voice social fits within a larger digital, and integrated strategy Alexandra Wheeler, Digital Director, Starbucks Wednesday, January 12, 2011
- 32. Future of Starbucks Wednesday, January 12, 2011