11. Step 1: Get your head out
of the sand.
> Social media adoptions rates are skyrocketing
12. Step 1: Get your head out
of the sand.
> Social media adoptions rates are skyrocketing
> Your customers are there with or without you
13. Step 1: Get your head out
of the sand.
> Social media adoptions rates are skyrocketing
> Your customers are there with or without you
> There has been a paradigm shift
15. Step 2: Stop dabbling.
> Strategy still reigns supreme.
16. Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
17. Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
o PEOPLE
18. Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
o PEOPLE
o OBJECTIVES
19. Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
o PEOPLE
o OBJECTIVES
o STRATEGY
20. Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
o PEOPLE
o OBJECTIVES
o STRATEGY
o TECHNOLOGY
21. Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
o PEOPLE
o OBJECTIVES
o STRATEGY
o TECHNOLOGY
> You don’t need to understand the
ever-changing technology landscape.
23. Step 3: Assign the right
person to oversee it.
> Who do you normally trust with your brand?
24. Step 3: Assign the right
person to oversee it.
> Who do you normally trust with your brand?
> Who manages the brand voice?
25. Step 3: Assign the right
person to oversee it.
> Who do you normally trust with your brand?
> Who manages the brand voice?
> Who develops your content?
26. Step 4: Get help to create a
plan and a budget.
27. Step 4: Get help to create a
plan and a budget.
> Engage all your marcom resources to create a plan
28. Step 4: Get help to create a
plan and a budget.
> Engage all your marcom resources to create a plan
> Budget for human resources
29. Step 4: Get help to create a
plan and a budget.
> Engage all your marcom resources to create a plan
> Budget for human resources
> Budget for training
32. Step 5: Really understand
your audience.
> Demographic, psychographic, sociographic, technographic
> What are they technologically ready for?
33. Step 5: Really understand
your audience.
> Demographic, psychographic, sociographic, technographic
> What are they technologically ready for?
> How are they most likely to use social media?
http://www.forrester.com/Groundswell/ladder.html
39. Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
40. Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.
41. Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.
> Converting your customers to brand advocates.
42. Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.
> Converting your customers to brand advocates.
> Creating community for your customers.
43. Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.
> Converting your customers to brand advocates.
> Creating community for your customers.
> Engaging your customers.
49. Step 9: Determine tracking
and success metrics.
> Benchmarking
> New forms of measurement, get creative
50. Step 9: Determine tracking
and success metrics.
> Benchmarking
> New forms of measurement, get creative
> Be clear
51. Step 10: Be open to new
technology, but don’t get
sidetracked.
52. Step 10: Be open to new
technology, but don’t get
sidetracked.
> Be aware that change is rapid
53. Step 10: Be open to new
technology, but don’t get
sidetracked.
> Be aware that change is rapid
> Be patient
54. Step 10: Be open to new
technology, but don’t get
sidetracked.
> Be aware that change is rapid
> Be patient
> Go back to POST
55. Step 11: Stop reading and
stressing. Start participating.
56. Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
57. Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most viewed” videos each day.
Forward one to a friend
58. Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most viewed” videos each day.
Forward one to a friend
> Contribute or create a blog
59. Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most viewed” videos each day.
Forward one to a friend
> Contribute or create a blog
> Set up a Flickr account
60. Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most viewed” videos each day.
Forward one to a friend
> Contribute or create a blog
> Set up a Flickr account
> Create del.icio.us bookmarks
61. Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most viewed” videos each day.
Forward one to a friend
> Contribute or create a blog
> Set up a Flickr account
> Create del.icio.us bookmarks
> Join Digg and start by digging stories
63. Step 12: Learn and use
some best practices.
> Be consistent
64. Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
65. Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audience will allow you to be
66. Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audience will allow you to be
> Assume your audience is smart
67. Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audience will allow you to be
> Assume your audience is smart
> Don’t monopolize the conversation
68. Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audience will allow you to be
> Assume your audience is smart
> Don’t monopolize the conversation
> Listen and add value
69. Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audience will allow you to be
> Assume your audience is smart
> Don’t monopolize the conversation
> Listen and add value
> Be honest and respectful