ADMA Social Media Starship Version

September 2010

ADMA Social Media Marketing

It is not necessary to change.

Social Media

Survival is not mandatory.W. Edwards Deming

Nothing in life is to be feared.

It is only to be understood.Marie Curie

Starts with strategy (not technology)

Part of an online armory

Market intelligence and steering

Permission based communication

Brings human connection into digital sphere

Links communication channels together

Demands a new look at control

Match to your circumstances!

© David Warwick 2010. All Rights Reserved.

Social Media


Digital Armoury


Digital Armoury

Is your website doing it’s job?

Credentials | Contact | Transactions | Sales Process | Brand Building

Improve effectiveness (ROI: Conversion)

Is the right traffic coming to the website?

Search | Return Visitors | Subscription | Refresh | Inward Links

Improve volume (ROI: Traffic)

Do you engage with your community?

Networks | Market Intelligence | Message Building | Corporate Citizen

Improve engagement (ROI: Reach and Tone)


Digital Voice


Digital Voice


Digital Voice

Benefits of applying a ‘New World’ online strategy …

Website becomes targeted, strategic and focused on role!

Conversation building occurs in blog environment with greater reach.

Short-form (attached) content gains attention and builds network.

Advocates build ‘fan-base’ and engage permission charged audiences.

Bridge from corporate messaging to viral conversations is created.

Collective and compounding ‘networks effects’ should result.

Control: You need to let go (a little) …


Digital Control

“Forget your brand. You don’t own it because it is literally nothing.

You can spend all sorts of time and money trying to manufacture

public opinion, but ultimately, that’s up to the public, now isn’t it?”

Leroy Stick @BPGlobalPR


Digital Control

The ROI equation (reach and share of voice) …

1 – Staff

2 – Channel, Advocates, Alumni

3 – Fans, Brand Loyalty

4 – Aware Consumers

5 – Unaware Consumers

6 – The Disenfranchised

7 – Competitors

8 – The rest

Seed

Engage

…

Monitor

Respond


Digital Control


Digital Strategy


Digital Strategy

Strategy >> Web >> Blog >> Twitter

Twitter >> Blog >> Web >> Transact

From “10 reasons why your audience doesn’t like you” Pam Moore


Uses and Behaviours

Not engaging

Not providing value

Not following back

Website stinks

All about you

Don’t know the real you

You’re afraid

Not a good friend

Right tone and methods for the medium

Give to receive (it’s a network)

Make mutual connections (it’s a network)

The journey ends somewhere, make sure it counts

Address the needs of the audience not your own

Authentic and transparent (it’s a network)

Sitting in the corner is mistaken for disengagement

People want to like you, don’t give them a reason not to!

It’s your network, do it your way. But here are some thoughts …


In Practice – Twitter

Use a picture, preferably the key person (Avatar)

Build a network, generally bigger is better (Followers)

Follow back, its a network (Following)

Use public list and/or private groups (Housekeeping)

Find your applications (Desktop, Mobile, Specialist)

Link to your other properties but mix it up! (Engage)

Think about search – use #hastags

Learn behaviors (RT LOL #FF)

Word order matters!

It’s your network, do it your way.

But here are some thoughts on effectiveness …


In Practice 2 – Corporate

1 Brand Tags (Scheduled)

2 Selling Links (Scheduled)

3 Selling Ideas (Scheduled)

4 Engaging (Manual)

5 Sharing (Manual)

6 News (Manual)

7 Social (Manual)

2

3

6

3

X

X

5

Twitter 101 for business … http://business.twitter.com/twitter101

Social Media Tools (Veridian List) … http://veridiansm.com/tool-list/

Silktide – Siteray web test … http://www.silktide.com/siteray

Networks … #SMCMelb #SocialMelb #Tweastie #Twums #CoffeeMornings

Mentor and consultant … Twitter @drwarwick Email [email protected]

Jump in … http://www.twitter.com/

Starship Agency … http://www.starship.com.au/

Veridian Media … http://www.veridiansm.com/

ADMA | Starship | Veridian Media | 0411 411 555

More Information

David Warwick BA MBA FAIM MAICD MACS(Snr)

CEO of Veridian Media, a social media and online consultancy and Head of Social Media and Digital Strategy for Starship, a full service digital agency. David is also Chair of the Institute for Social Media and Co-Chair of the Content Management Professionals Association in Australia.

David holds an MBA from Melbourne Business School and a Bachelor of Arts (English and Sociology) from Monash University. David has held executive positions in Internet, marketing, technology and consulting businesses since 1996. David was formerly CEO of successful Australian web content management system Komodo CMS, deployed to over 300 organizations, including the Royal Women’s Hospital, Nufarm, Westpac and the Victorian Government.

David has written columns for Marketing Magazine, IDM Magazine and a management case published in Measured Success: Innovation Management in Australia (2008). David has been a guest lecturer at MGSM and MBS and is a regularly invited speaker on social media, online marketing, search, content management, web design and IT business entrepreneurship.

David is a member of professional organizations including ACS, AIM, CM Pros, AICD and the Melbourne Press Club. David lives in Melbourne, is a member of the Carlton Football Club and a passionate supporter of Australia’s endeavors overseas – whatever the activity

Twitter: @drwarwick | Email: [email protected] | Mobile: 0411 411 555

Presenter

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Twitter @drwarwick

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ADMA Social Media Starship Version

Technology