PRSA Maryland November 19, 2009
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10 questions to ask when developing a social media strategy.
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PRSA Maryland November 19, 2009
- 1. 1 Clothing the Emperor 10 Questions to Ask When Developing A Social www.idfive.com Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 Media
- 2. 2 Marshal McLuhan “The medium is the message.” Media: a technology that affects society not by its content but by its characteristics. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 3. 3 no “content”... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 4. 4 “media” Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 5. 4 “mass media” Receiver or data tion rma info Sender information or data Receiver info rma tion or d ata Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 6. 5 social: the interaction of humans with other humans media: technology used to store and deliver information or data 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 7. 6 social media Participant or data n atio in form Participant information or data Participant infor mati on o r dat a Participant 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 8. 7 Social Media: technologies that facilitate interactions between humans using information or data. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 9. 8 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 10. 9 What are you trying to accomplish? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 11. 10 Success Metrics ๏ Traffic ๏ Leads ๏ Conversions ๏ Engagement ๏ Awareness ๏ Being cool 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 12. 11 ROI = Success Metric / Money Spent 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 13. 12 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 14. 12 $5,000 spent =$5/click 1,000 clicks 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 15. 12 $5,000 spent =$5/click 1,000 clicks 1,000 clicks =10% conversion to leads =$50/lead 100 emails 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 16. 12 $5,000 spent =$5/click 1,000 clicks 1,000 clicks =10% conversion to leads =$50/lead 100 emails 100 emails =5% conversion to sales =$1,000/sale 5 purchases 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 17. 12 $5,000 spent =$5/click 1,000 clicks 1,000 clicks =10% conversion to leads =$50/lead 100 emails 100 emails =5% conversion to sales =$1,000/sale 5 purchases ROI= $1,000/sale 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 18. 13 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 19. 13 Hope is not a strategy. Rick Page 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 20. 14 Why Social Media? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 21. 15 A (somewhat incomplete) Timeline of Social Media not to scale USENET 1979 listserv Napster flickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003 postal service Persia, 550BC The Palace radio ARPANET Wikipedia 1994 twitter 1891 1969 2001 The WELL Facebook 2006 1985 Friendster 2003 2002 @ MySpace YouTube email Third Voice 2003 2005 1966 BBS IRC 1999 1978 1988 telephone del.icio.us ~1890 2003 telegraph France, 1792 MUD1 Blogger 1978 1999 CompuServe MoveOn 1969 1998 digg epinions 2004 1999 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 22. 16 Why? ๏ Where’s your audience? ๏ Do you want to build stronger relationships? ๏ Do you just want to be on the bandwagon? ๏ Do we fill a niche that’s not filled anywhere else? ๏ Do you do something better? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 23. 17 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 24. 18 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 25. 19 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 26. 20 What kind of social media will best help you achieve your goals? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 27. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 28. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 29. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 30. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 31. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 32. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 33. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 34. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 35. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 36. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 37. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 38. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 39. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 40. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 41. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 42. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 43. 21 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 44. Are you prepared to give up control of your 22 brand...even a little bit? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 45. 23 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 46. 24 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 47. 24 Company brand Customers 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 48. 25 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 49. 25 Brands are collaborations. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 50. 26 How do you plan to get people to visit? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 51. 27 Not very likely 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 52. 28 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 53. 29 Who is going to be responsible for maintaining your social media presence? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 54. 30 Roadkill painting syndrome 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 55. 31 Tips on staffing ๏ Make it part of the job description ๏ Provide clear evaluation criteria ๏ Expect autonomy ๏ Recognize the new workload ๏ Integrate with communications: it’s not a technical position 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 56. 32 Do you have the resources? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 57. 33 Costs ๏ Content creation on a regular basis ๏ Setting up site ๏ Monitoring ๏ Reporting ๏ Opportunity cost ๏ Production 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 58. 34 How does social media fit into a larger marketing/communications strategy? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 59. 35 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 60. 36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 61. 37 What constitutes success? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 62. 38 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 63. 39 What are you going to do less of if you commit resources to social media? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 64. 40 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 65. 41 Let’s talk! sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Notes de l'éditeur
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
- Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.