Incorporating Social Media into Your Strategy

© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 1

Some Thoughts on Integrating Social Media into Your Strategy

Social media is not a strategy; it’s a vehicle with which to enact your strategy

Ayelet Baron

October 2009


THE TOOLS ARE OUT THERE

WHAT ARE YOUR GOALS?

WHAT IS YOUR INVESTMENT?

WHAT DOES SUCCESS LOOK LIKE?

http://www.flickr.com/photos/stabilo-boss/93136022/


Key Takeaways

By having strong relationships, engage in call to action

Select and target the tools

Identify the relationships you want


Welcome to the New Normal …

How can I do MORE WITH LESS?

How do I work better with MY PARTNERS AND SUPPLIERS?

I need to MOVE FASTER.

There’s TOO MUCH INFORMATION!

I want to use my iPhone FOR WORK.

How do I get to know my customersWITHOUT TRAVEL?

How do I BALANCE WORK WITH MY PERSONAL LIFE?


… and It’s Business Impact

This market is moving TOO FAST for us.

I need CLOSER RELATIONSHIPS with my partners.

Our time to market is TOO SLOW.

We are MISSING OPPORTUNITIES.

My IT budget is STRETCHED already.

I’m worried about CUSTOMER SATISFACTION.

My team needs the same APPLICATIONS AT HOME.


Influence Revolution

PRE MEDIA AGE

Talk face to face

Talk to shop worker

Government, monarchy, religious institutions dictate the agenda

MASS MEDIA AGE

Consult a professional

Readers letters

Phone in; TV / Radio

Talk to shop worker

Talk face to face

Phone call

Professional media dictate

SOCIAL MEDIA AGE

Personal blog

Social network page

Widgets

Photo sharing site

Chat rooms

Message boards

Video sharing site

Comments on blogs

Comments on websites

Viral emails

Wish lists

Ratings on retail sites

Reviews on retail sites

Auction websites

Social Bookmarking

Chat room

Price comparison sites

Social shopping sites

Consult a professional

Readers Letters

Phone in; TV / Radio

Talk to shop worker

Talk face to face

Phone call

SMS

Email

Instant Messenger

Consumers dictate

Universal McCann, When Did We Start Trusting Strangers?


Space defined by Media Owner

Brand in control

One way / Delivering a message

Repeating the message

Focused on the brand

Entertaining

Company created content

Space defined by Consumer

Consumer in control

Two way / Being a part of a

conversation

Adapting the message/ beta

Focused on the consumer / Adding

value

Influencing, involving

User created content / Co-creation

COMMUNICATIONS MEDIA SOCIAL MEDIA

Source: Neil Perkin ‘What’s Next in Media’ (Slide 9)

http://www.slideshare.net/neilperkin/whats-next-in-media


SUDDENLY MEDIA IS A MASS OF CONVERSATIONS

AND YOU CAN’T CONTROL THEM


"Over and over again, connecting people with one another is what lasts online. Some folks

thought it was about technology, but it's not.“

Seth Godin

Image: http://www.gapingvoid.com/

SOCIAL MEDIA MAY BE HERE TO STAY

BUT THE TOOLS ARE TEMPORARY


“It’s about relationships”

Andrew Rogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/


Make it as easy as possible for your supporters to find it and spread the word

If the web is a mass of conversations, then get talked

about

Create content that is worth passing on

CREATE CONTENT THAT IS REMARKABLE

http://www.flickr.com/photos/oldflints/


TargetIdentify your key

stakeholder groups

EngageIdentify key areas of synergy between in person and online

Track Impact

Identify clear success metrics

upfront

Identify points of integration into the

current strategy

Strategy

Where can social media play a role in delivering and enabling your strategy? Where can you integrate/insert it strategically?

What do you need to stop doing, start doing and continue doing?

Who are the key targets?

What are their preferences in terms of engagement?

What social media tools do they use?

What do they pay attention to?

What is the overall process flow of activities?

What is your engagement strategy?

How can you connect offline activities with online activities?

Incorporating Social Media in Your Strategy

What are your top 3 success criteria for an effective integration of social media?

How will you track and monitor them?


Changing the Way We Engage and Collaborate

There are many tools out there but being able to target them and use many of them is key

Text Voice, Video

Collaborative Tools

Documents

One

Man

y

EmailIM

Social Networking

TelePresence

Unified Communications

Vmail

Discussion Forums

Video on Demand

Wikis Blogs

Num

ber o

f Sta

keho

lder

s

ContactCenter

Conferencing

Video Social Networking


Video is HereIt’s on the Social Web

“In person” experience

64% of communication is non-verbal1

One third of the human cortex is

dedicated to vision21Kandola, Pearn “The Psychology of Effective Business Communications in

Geographically Dispersed Teams”, Cisco Systems, September 20062Vision Group Research, FMRIB, University of Oxford, UK

A picture is a thousand words, Video says it all


Use Targeted Twitter Apps: One Stop Shopping

http://oneforty.com/

http://crumpleitup.com/tps/

http://oneforty.com/

http://crumpleitup.com/tps/


It’s about knowing Where the conversations are happening What’s your share of the conversation What are the conversations that you could / should be in Who are the key influencers who can help build your brand

It’s about expanding your news flow Simple syndication – distribute news via basic sharing tools (eg, Twitter and

Facebook)

It’s about understanding communities Which groups, forums and networks matter Who drives share of conversation in these communities What are the next steps in driving relationships

It’s about leveraging existing content and improving your natural search

Source: http://www.slideshare.net/neville

What’s Social Media All About?

http://www.slideshare.net/neville


Start Here

Listen Give up control Be natural Make a commitment Be where your stakeholders

are Learn to deal with negativity Be humble Listen

Source: http://www.slideshare.net/neville

http://www.slideshare.net/neville


Some Final Thoughts

1. Transparent Communication is Key The era of gatekeepers controlling the distribution of information is over Press releases have a place in communicating key messages but they

should be integrated with other social media tools No one can control what is said about you. As consumers have a voice

and a means to make themselves heard, it is up to you be out there to listen, track and respond

It is now about being open, honest and transparent. You can no longer control

2. Be Part of the Conversation Identify the right resources in your organization who are responsible for

driving interaction, input and community for your organization Assess the social media tools in terms of your goals and be present

where it makes sense to be part of the conversation3. Everybody Matters

Everybody is an influencer today


Some Final Thoughts

4. Reach Out to the Community Identify and reach out to bloggers, video creators, podcasters. They are constantly

seeking content Build relationships by engaging with the people who are talking about your

organization and issues in your field

5. Be Ready for Everything and Anything The “build it they will come” mentality only works in the movies Don’t assume that by creating a social media presence, everyone will participate.

There are many abandoned online communities out there so make sure you put together a plan for each tool you plan to use

6. It’s About Two way Communication / Being a Part of a Conversation Listen. Social media about people's relationships with you Get involved. Social media is about conversation and building relationships. It

takes investment and effort. Don't just talk about your organization. Ask questions, engage people and share information through links

Focus on the long term. It takes time to get results and build relationships. It's about trust and connecting with others

© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 22Pic by skeddy in NYC on Flickr (CC Licence)

If you want to know what technology will change the world, watch young mothers and don't watch teenage boys - young mothers have no time for any technology

that isn't useful and doesn't work.Clay Shirky, 2005

Dan Thornton, Bauer…http://thewayoftheweb.net/

Incorporating Social Media into Your Strategy

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