Scott Lake, founder and CEO of SWIX, a company behind social media index talked about corporate Social Media Strategies to students at the University of Ottawa. Audio recording of the presentation can be found here: http://www.ottawae.com/2010/04/03/scott-lake-corporate-social-media-strategies/
4. Standard SM Toolkit
• Facebook
• Twitter
• Youtube
• Flickr
• LinkedIn
• Blogs
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5. Challenge
We all know how to use SM on a personal level
but we don’t how to use it on a corporate level.
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6. Here is what SM can offer
• Marketing and promotion
• Public relations
• Corporate communications
• Crisis management
• Customer support
• Buzz generation
• Community
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7. Process of unlearning
• It doesn’t replace traditional marketing
• It requires an ongoing commitment
• It’s not easy to implement
• It’s rarely an overnight success
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8. Most clients want one of these
• Social media policies (boring)
• Social media strategies (fun)
• Campaign development (fun)
• Content creation (it depends)
• Buzz creation / PR (fun)
A lot of the time, they don’t know what
they want - they just want social media
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9. Look for opportunities where...
1) SM can add to existing marketing efforts
2) SM can extend current business models
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10. Biggest Hurdles
• Give up too early
• Unrealistic expectations
• Not enough resources
• Think it looks easy
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12. SM Communications Strategies
Communicating with your clients
• How do they currently communicate with you?
• How do they want to be communicated with?
• Determine the appropriate toolset
• Push out information
Soliciting client feedback
• Blogs, discussions, wikis, online surveys
• Use multiple methods and amalgamate results
• Pull in feedback
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13. SM Communications Strategies
Communicating with your external community
• Know where your target community is and go there
• Have a strong presence so you can be found
• Listen to what is being said about you in social media
• Engage in the conversation
• Disseminate your message across as many media as possible
Communicating with the media
• Social Media Press Release
• Use deconstructed news for better control over the message
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15. SM Marketing Strategies
Determine your goals
• Improve client satisfaction
• Provide another channel of communications
• Become a leader in your field in the use of social media
Research similar organizations
• How are other organizations being successful using social media?
• Are their goals the same as yours?
Audit your current resources
• Images, videos, podcasts, events, video opportunities, traditional
marketing resources, campaigns
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16. SM Marketing Strategies
Strategy and Campaign Development
• Overall SM Marketing strategy
• Campaign-specific strategy
• Apply appropriate toolset to each strategy
Allocate the appropriate resources
• Give them access to the proper equipment
• Make sure you have dedicated resources with specific
responsibilities
• Choose the right people!
Tuesday, March 2, 2010