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The Social Media Trilogy: Three Vital Components for Building a Successful Online Strategy


It’s time to look at the big picture – beyond starting a blog or getting your team on Twitter. To survive in these trying economic times, enterprises must adopt a trilogy of Web 2.0 fundamentals as part of your long-term communications objectives.
Gerardo Dada (Vignette)
Best practices and ideas
Social Media trilogy
- building a social media strategy
- building a community
- success in social media
Cluetrain Manifesto, 1999
A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter-and getting smarter faster than most companies.
Why
- low cost marketing
- we have to do it
- getting traction
secret sauce
blogs
visitors
Only 12% call it successful
2007 Why?
2008 Try
2009 Embrace
Social Media Trilogy
building a social media strategy
- You don’t build a social media strategy it is a tool
- marketing
- corporate communications & PR
- customer support
- human resources
- knowledge management
- product development
Social media is not about a blog
People are looking for the answers and they don’t care how the information is delivered just that the get the information they want.
-
Customer Expectations for the web
- personal
- multichannel
- social
- immersive
building a community
- You can’t create a community
- you can foster a community
- participate in a community
- fish where the fish are
- communities vs tools
- Professional
- LinkedIn is just a tool
- plaxo
- tripit
- naymz
- personal
- flickr
- genoom
- gamer
- Professional
What is a community? = A group of like minded people that interact with each other about the topics they care about.
- Understand what people are saying.
- Content is King! The challenge is to unlock the value of your content.
- It is about a rich and engaging social experience.
Success in social media
- You can’t succeed it is about the people.
- Dev Patanik, Wired to Care
Social media is a new way of engaging and interaction customers, Partners, and employees supported by technology You can’t fool customers any more! This requires a mind-shift in a new culture
- transparency and authenticity
- participation, listening, and acting
- quantity and quality of information
tweets, posts, and blogs
-
5 steps to success
- Get people on board
- Develop a strategy
- Clear goals and metrics
- Resourcing
- Promotion
Have the community balance it self. Marketing has led social media deployments But now IT is jumping in
What is next > Consolidation
Late,
Gary Pool










