Jamie Timm's presentation on social media strategy from the August 4, 2009 Social Media Summer Camp.

1. Don’t Waste Time Online – Strategy First
Business First Social Media Summer Camp
150 S. Front St., Suite 200
Columbus, OH 43215
www.columbus.org

2. Setting the Tone
What makes it noise vs. helpful communication?
• What bothers you about information you receive in the
mail, email and online for social networks?
• What inspires interaction?
What barriers do you see to implementing a strategy
at your organization?

7. Key Elements
Solution meets audiences needs
Accessibility
Hyper Segmentation
Convergence
Online Activity = Offline Action
A Burning Platform
Account = success

8. My BO – Wrap Up The Numbers
What was the value for 2 million profiles
the customer? 35,000 volunteer groups
What was the visible 400,000 blog posts
measurement? 200,000 offline events
13 million email
addresses
$639 million raised (67%
online)
Millions of SM
connections

9. Social Media Strategy
Research and Planning
• Need (customer/business)
• Current Conversation
• Identification of actions willing to take (internal culture)
• Resources (content, people, $$)
Action
• Build channel/customize channel
Communication (and integration)
Evaluation – Measure and Adjust

12. Key Elements
Identification of barriers
• Location
• Culture
• Stock price/performance slide
Online action = offline action
Authenticity
Gradual build
Access

13. BE3 Blog Wrap Up
What was the value for the employee?
What was the visible measurement?

14. A New Channel

17. Using Social Media for Innovation - Starbucks
New Channel (not an existing tool)
Allows for multiple user interaction types
Fills a need
Creates ownership from customer
Fulfills on the brand promise (online/offline)

18. MyStarbucks Wrap Up
What was the value for the customer?
What was the visible measurement?

19. Audience
• Where do get their Collect Create
information?
User Behaviors
Consume Comment

21. Using Social Media for Customer Service - Comcast
Existing Tool
Fills a need
Creates ownership from customer
Fulfills on the brand promise (online/offline)

22. Comcast Cares Wrap Up
What was the value for the customer?
What was the visible measurement?

23. What do you do with the info on a Macro level
LISTEN and take notes
Your Piece of the Pie -
• What is being said X
• How does it compare to others in
your space +
• Frequency & Tone A vs.
B

30. Using Social Media to Build Expertise/Product Use – A List Apart
Key Elements – A List Apart
• Quality content, not sales info or self-promotion
• Crowd-sourcing of content
• Multiple ways to interact
Key Elements – Juicy Juice
• Multiple ways to interact (watch, games, puzzles) all
based on education
• Ability to share
• Convergence (TV, YouTube, Web)
• Incentive/Fills a Need
• Multiple ways to interact

31. A List Apart and Juicy Juice Wrap Up
What was the value for the employee?
What was the visible measurement?

32. Make it happen:
Find the need
How can you help?
What are you willing to do online and
offline?
Identifying the right tool
Listen – Participate - Facilitate
Identify influencers
Measure

33. Measurement
Not HITS
Engagement
Behavior Change
Sales
Known expertise

34. What Does it Really Take?
Resources
Culture – Authenticity
Willingness to fail first
Clear understanding
• Purpose for campaign
• Tied to business goals
• Value you can add
Education/Training

35. Connect post-event:
Jamie Timm
@jamietimm
www.linkedin.com/in/jamietimm
Jamie_Timm@columbus.org