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

Vignette

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
  - twitter
  - xing
  - plaxo
  - tripit
  - naymz
- personal
  - facebook
  - twitter
  - flickr
  - genoom
- gamer

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