Harnessing the power of social media
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A presentation I gave at The Running Event, a trade show for running retail stores.
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Harnessing the power of social media
- 1. HARNESSING THE POWER OF SOCIAL MEDIA The Running Event November 10, 2009
- 2. 2
- 6. Can you harness the power of social media? Should you?
- 8. “There is no demand for messages.” – Doc Searls, The Cluetrain Manifesto
- 12. CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS
- 14. CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS
- 15. CORPORATE MASS NICHE SOCIAL NETWORKS
- 17. CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS
- 18. MEDIA SHARING
- 22. STEP 1: LISTEN & LEARN ‣ Find conversations currently taking place about the brand and category ‣ Quantitative analysis ‣ Qualitative analysis
- 23. VIDEO Google video, Yahoo, Youtube, Grouper, Break, Dailymotion, Metacafe BLOGS/ BOARDS Boardreader, Google alerts, Live, Technorati, Icerocket TWITTER Twemes, Tweetscan, Dittes, Telewebber, Terraminds DIY SERVICES
- 26. STEP 2: PLAN ‣ Social media policy
- 28. STEP 2: PLAN ‣ Social media policy ‣ Monitoring plan
- 29. Spark Social Media Monitoring, Analysis & Metrics 6.4.2009 ©SPIRAL 16 LLC 29
- 30. STEP 2: PLAN ‣ Social media policy ‣ Monitoring plan ‣ Response plan
- 31. Do Nothing Credibility Influence Engage Velocity Fix Facts Relevance Reach Rectify 31
- 32. STEP 2: PLAN ‣ Social media policy ‣ Monitoring plan ‣ Response plan ‣ Engagement plan
- 33. STRATEGIC QUESTIONS 1. What are the attitudes of key stakeholders about the importance of social media? 2. Audit findings What is your target audience doing in social media? What are competitors doing in social media? 3. What topics are relevant to your target audience? Product? Offers? Promotions? Brand? 4. How will we measure results?
- 34. STEP 3: ENGAGE ‣ Learn from customers
- 36. STEP 3: ENGAGE ‣ Learn from customers ‣ Engage dissatisfied customers
- 37. “The good news is that shortly after posting my piece I heard from Dave Finnegan, Build-A-Bear’s "Chief on Monitoring caught blog story InBearmation Officer." Kitschy executive ZDNET.com (1.4M visitors designations aside, you’ve got to beabout privacy practices monthly) impressed by a company that responds soone day, it spread to other In highquickly, directly, traffic sites and receptively to criticism; I am,The (BoingBoing.net; Consumerist) anyway.” Sent a response directly to Denise Howell Outreach resulted in a positive follow-up blog post
- 38. STEP 3: ENGAGE ‣ Learn from customers ‣ Engage dissatisfied customers ‣ Create community to educate
- 40. STEP 3: ENGAGE ‣ Learn from customers ‣ Engage dissatisfied customers ‣ Create community to educate ‣ Energize word of mouth
- 41. FREE FLOAT NIGHT ‣ Twitter outreach ‣ “Sonic” was the #2 trend on Twitter; Approx. 8,000 Tweets in 24-hour period ‣ 5 million floats; double 2007 ‣ June evening sales increased ‣ Increased awareness of Sonic as “late- night destination”
- 42. STEP 3: ENGAGE ‣ Learn from customers ‣ Engage dissatisfied customers ‣ Create community to educate ‣ Energize word of mouth ‣ Co-create
- 45. “You can choose not to engage in social media, but you’ll still be talked about in the space. Benefits come from being involved in the conversations.”
- 46. THANK YOU JEFF RISLEY Email: jrisley@barkleyus.com Blog: http://risleyranch.blogs.com Twitter: http://twitter.com/RisleyRanch LinkedIn: http://www.linkedin.com/in/jeffhrisley Del.icio.us: http://del.icio.us/RisleyRanch