1. Social Media
Strategies
Changing The Conversation
10.6.11 - Fall 2011
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Instructor: Andrew Hoffman
Wednesday, October 19, 2011
2. Define Strategy
Refers to a plan of action designed
to achieve a particular goal.
Wednesday, October 19, 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, October 19, 2011
5. Major Factors
Vision
Defines the desired or intended future state of an organization or enterprise in
terms of its fundamental objective or strategic direction
Wednesday, October 19, 2011
6. 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.
Wednesday, October 19, 2011
7. 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, October 19, 2011
9. 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 hinder
• What other external factors will help you in meeting your objectives?
you in meeting your objectives?
Opportunities Threats
Wednesday, October 19, 2011
17. Ford Explorer
Goals
30,000 Initial Facebook Fans Prior to Launch
Reach upwards of 50 million people online
Wednesday, October 19, 2011
18. Ford Explorer
Skipped July auto show launch to launch via Facebook &
complete social media campaign
Wednesday, October 19, 2011
19. Ford Explorer
Promoted their Facebook page with imbedded “Like” buttons in ads
Wednesday, October 19, 2011
20. Ford Explorer
Official Launch in NYC - Mike Rowe using his Flip Camera & posting to
YouTube immediately
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21. Ford Explorer
Complete YouTube Channel with 106 videos
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22. Ford Explorer
Great
Twitter
Interaction
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23. Ford Explorer
Current Facebook Page:
164,103 Fans
Over 1,000 Pictures Uploaded by Fans
Wednesday, October 19, 2011
24. Ford Explorer
Engagement & Interaction!
Wednesday, October 19, 2011
25. 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, October 19, 2011
31. Nike+ & Blogging
Jason Walker - “DJ that loves hip-hop & exclusive sneakers”
Went from 265 - 205 & Nike asked him to be a Run Reporter
Wednesday, October 19, 2011
42. Supporting Efforts
Celebrity
Cast for
Video
Universal
Studios
Tour
Guest Artist Movie
Posters
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43. Launch Event
They held several
launch events and
3 live auctions
Cafe’ 80s
Live Auction
Griff’s
Hoverboard
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44. Pop Up Display
Live Event in
New York City
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45. Press
NiceKicks.com
The Late Show
Wednesday, October 19, 2011
46. End Result
1500 Pairs Sold - 10 Days
$9,959 - Highest Winning Bid
$2,300 - Lowest Winning Bid
$5,695,190.53 - Total Amount Raised
38,464 - Total # of Bids
100% Match by co-Founder of
Google
Data by Nike Talk
Photo from NikeBlog.com - Brian Wilson from SF Giants
Wednesday, October 19, 2011
47. Blendtec
First 5 videos cost $50
The first iPhone video
generated 1mil views in
1day.
174,487,132 Total
Upload Views
Wednesday, October 19, 2011
48. assignments
3 Blog Posts - Consider Starting to work on your blog series.
Really spend time reviewing your blog structure and layout if you haven’t
already.
Online Participation - Keep it up.
Come to Class Next Week with Ideas on Your Paper due Dec 1st
Wednesday, October 19, 2011