Scott Lake: Corporate Social Media Strategies

Corporate Social Media Strategies

Scott LakeThinkSM / SWIX

[email protected]@scottica

Tuesday, March 2, 2010

mailto:[email protected]


Standard SM Toolkit

• Facebook

• Twitter

• Youtube

• Flickr

• LinkedIn

• Blogs


Challenge

We all know how to use SM on a personal level but we don’t how to use it on a corporate level.


Here is what SM can offer

• Marketing and promotion

• Public relations

• Corporate communications

• Crisis management

• Customer support

• Buzz generation

• Community


Process of unlearning

• It doesn’t replace traditional marketing

• It requires an ongoing commitment

• It’s not easy to implement

• It’s rarely an overnight success


• Social media policies (boring)

• Social media strategies (fun)

• Campaign development (fun)

• Content creation (it depends)

• Buzz creation / PR (fun)

Most clients want one of these

A lot of the time, they don’t know what they want - they just want social media


Look for opportunities where...

1) SM can add to existing marketing efforts

2) SM can extend current business models


Biggest Hurdles

• Give up too early

• Unrealistic expectations

• Not enough resources

• Think it looks easy


SM Communications Strategies


SM Communications StrategiesCommunicating with your clients

• How do they currently communicate with you?

• How do they want to be communicated with?

• Determine the appropriate toolset

• Push out information

Soliciting client feedback

• Blogs, discussions, wikis, online surveys

• Use multiple methods and amalgamate results

• Pull in feedback


SM Communications Strategies

Communicating with your external community

• Know where your target community is and go there

• Have a strong presence so you can be found

• Listen to what is being said about you in social media

• Engage in the conversation

• Disseminate your message across as many media as possible

Communicating with the media

• Social Media Press Release

• Use deconstructed news for better control over the message


SM Marketing Strategies


SM Marketing StrategiesDetermine your goals

• Improve client satisfaction

• Provide another channel of communications

• Become a leader in your field in the use of social media

Research similar organizations

• How are other organizations being successful using social media?

• Are their goals the same as yours?

Audit your current resources

• Images, videos, podcasts, events, video opportunities, traditional marketing resources, campaigns


SM Marketing Strategies

Strategy and Campaign Development

• Overall SM Marketing strategy

• Campaign-specific strategy

• Apply appropriate toolset to each strategy

Allocate the appropriate resources

• Give them access to the proper equipment

• Make sure you have dedicated resources with specific responsibilities

• Choose the right people!


Some Amazing Campaigns


Ikea: Store Launch

The secret is to get creative and do something new


Evian: Live Young

45,166,109 online views worldwide.

http://www.youtube.com/watch?v=_PHnRIn74Ag




Breast Cancer Awareness

Breast Cancer Awareness - 3 Million Views

http://www.youtube.com/watch?v=OEdVfyt-mLw




Thanks

Scott LakeThinkSM / SWIX

[email protected]@scottica




Scott Lake: Corporate Social Media Strategies

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