Ppt slides from our Social Media Strategy Workshop, 3rd March 2011 - for the Association of Scottish Visitor Attractions

1. ‘ Creating the Buzz’ Social Media Strategy Workshop Association of Scottish Visitor Attractions Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com March, 2011

15. Web 2.0/Social Media Web 2.0 Applications Open source Online Applications/ Web Services Social Network Sites Social Content – Social Bookmarking Blogs or Weblogs Wikis Podcasts/ Vodcasts Virtual Realities Mash Ups RSS Feeds Mobile Web; Internet Telephony Twitter Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global Business Impact Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM

16. How Big Is It?

20. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( www.slideshare.com )

27. The ‘6Is’ Approach

31. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel

42. Will It Blend? - iPad

43. 5.7 Million Views

44. United Breaks Guitars

45. 9 Million Views

47. The Web Site

48. Links to RSS Feed, Facebook, Twitter

49. RSS Feed

50. MoMA on Facebook

51. Two way dialogue and engagement

52. 346,466 twitter followers

53. Dialogue not just broadcasting

54. MoMA Youtube Channel

55. Over 200 Videos

56. 3,565,427 views, 12,413 subscribers

57. 12,080 on foursquare

58. Dialogue

59. Dialogue

60. MoMA Blog

61. Links to other SM channels

62. MoMA on flickr – 4,108 images

63. MoMA on iTunes

66. SM Development Cycle

73. Diversity of Social Media

76. Your G e neric Social Media Strategy Generic SM Strategy Matrix High Industry Impact Low High industry impact/ Low strategic importance Strategic priority High industry impact/ High strategic importance High engagement strategy Low industry impact/ Low strategic importance Passive approach Low industry impact/ High strategic importance Industry leader Low High Strategic Importance

78. www.mashable.com

80. An Example

81. The Beetles

88. Readiness to Engage Strengths Weaknesses List here the main SM strengths of your organisation e.g. strong brand, quality customer base, customers already active in Social Media etc. List here the main SM weaknesses of your organisation e.g. limited staff knowledge and understanding, resource issues, organizational mindset, influence/attitude of the IT Dept etc. Obstacles/Barriers Overcome Detail the main obstacles and barriers for your organisation. Indicate how barriers will be overcome, including in-sourcing / out-sourcing options

93. Social Media Strategy Map

100. A Successful Channel

101. High Engagement

102. Two Way Dialogue

103. But Then.......

104. 48% Down on New 'Likes'

105. Post Views (-80%); Feedback (-60%)

109. The ‘6Is’ Approach

112. Merchant City, Glasgow

120. Visit “Edinburgh Castle” Visit “Kelvingrove” Visit “Falkirk Wheel”

121. Visit “Edinburgh Castle”

122. Visit “Edinburgh Castle” Visit “Kelvingrove”