Social Media: Getting Beyond the Hype

Bill JohnstonChief Community OfficerForum One Networks

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About Forum One NetworksBill Johnston

Chief Community Officer, Forum One

Events Online Community Unconference –

6/10 in Mountain View, CA

Research & Networking Online Community Research Network Online Community Compensation,

Community ROI

Services Community Strategy, Metrics, ROI & Reporting

Frameworks

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Topics• Sorting through the hype

• Benefits of social media

• Developing a social media strategy

• The social media ecosystem

• Conducting an ecosystem audit

• Tips to get started

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Sorting the hype• Develop a strategy that includes:

• Clear organizational goals • Definition of key audiences & their

needs• Ecosystem research

• Be willing to experiment / low stakes

• Accept that social media is a means (not an end)

• Pay attention to mass social platforms & movements

• Your organization’s strategy will be unique (if not, why bother)?

‘If you don't know where you are going,any road will get you there.'

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2009Benefits of Social Media Relative Cost

Continued growth in interest & participation

Reach

Effective way to add value to online & offline strategy

Provides access to your organization

Ability to “tell your story” and have an ongoing dialog

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2009Social Media Strategy

1. Define your audience and business goals

2. Asses your customer / constituent needs

3. Conduct an ecosystem audit

4. Prioritize touchpoints, develop engagement strategy

5. Develop policy, train participants

6. Engage

7. Measure

8. Adjust engagement strategy, go to next phase

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Ecosystem Diagram

Blogs

Community Portal

Idea Generation

DiscussionGroups

CorporateSite

Mass Social Media

(Facebook, You Tube, Linked In…)

Independent Blogs

Blogs

IndependentCommunities

Local UserGroups

Events

Meetups

Social MediaEcosystem

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2009Ecosystem Audit Find the places your organization, key staff, and

issues are being discussed

Blogs

Twitter

Social networks: (Facebook) groups, fan pages, events

Independent communities

Rich media sites (YouTube, Flickr)

Discussion groups / mailing lists

Events / In person meetups

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2009Outputs of Ecosystem Audit Influencers & Advocates

Detractors, competitors

Priority sites / touchpoints

Issues

Opportunities

Research lays foundation for ongoing monitoring

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2009Tips to Get Started Find a senior staff member to be the “SM

champion”

Blogging is a quick way to demonstrate success

You will likely see “signs of life” from ecosystem audit, and ongoing monitoring

Don’t wait on social media policy: rollout & training

Don’t be afraid to course correct / start over with small stakes engagements (twitter, facebook)

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Q&ABjohnston@forumone.com

http://www.forumonenetworks.com

http://www.onlinecommunityreport.com

QA

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