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Changing The Conversation
10.6.11 - Fall 2011
Instructor: Andrew Hoffman
Social Media Strategies
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Wednesday, October 19, 2011
Define Strategy
Refers to a plan of action designed to achieve a particular goal.
Wednesday, October 19, 2011
Strategic Planning
An organization’s process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people.
“What do we do?”
“For whom do we do it?”
“How do we excel?”
Wednesday, October 19, 2011
Major Factors
Wednesday, October 19, 2011
Major Factors
Vision Defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective or strategic direction
Wednesday, October 19, 2011
Major Factors
Vision Defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective or strategic direction
Mission Defines the fundamental purpose of an organization or an enterprise, succinctly describing why it exists and what it does to achieve its Vision.
Wednesday, October 19, 2011
Major Factors
Vision Defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective or strategic direction
Mission Defines the fundamental purpose of an organization or an enterprise, succinctly describing why it exists and what it does to achieve its Vision.
Values Beliefs that are shared among the stakeholders of an organization. Values drive an organization's culture and priorities and provide a framework in which decisions are made.
Wednesday, October 19, 2011
SWOT Analysis
Wednesday, October 19, 2011
SWOT Analysis
Strengths Weaknesses
Opportunities Threats
•What are your strengths?
•what do you do better than your
competitors?
•What other internal factors will help
you?
•what do others perceive as your
strengths?
•What are your weaknesses?
•what do your competitors do better
than you?
•What other internal factors will hinder
you?
•what do others perceive as your
weaknesses?
• What current opportunities do you face?
• What future opportunities do you face?
• What opportunities do you face vis a vis the competition?
• What other external factors will help you in meeting your objectives?
• What current threats do you face?
• What future threats do you face?
• What threats do you face vis a vis the competition?
• What other external factors will hinder you in meeting your objectives?
Wednesday, October 19, 2011
Next Steps
Wednesday, October 19, 2011
Next Steps
Goals
Wednesday, October 19, 2011
Next Steps
Goals
Plan
Wednesday, October 19, 2011
Next Steps
Goals
Plan
Execute
Wednesday, October 19, 2011
Next Steps
Goals
Plan
Execute
Evaluate
Wednesday, October 19, 2011
Social Media Strategy
Wednesday, October 19, 2011
Social Media Strategy
Same principles apply!
Wednesday, October 19, 2011
Ford Explorer
30,000 Initial Facebook Fans Prior to Launch
Reach upwards of 50 million people online
Goals
Wednesday, October 19, 2011
Skipped July auto show launch to launch via Facebook & complete social media campaign
Ford Explorer
Wednesday, October 19, 2011
Promoted their Facebook page with imbedded “Like” buttons in ads
Ford Explorer
Wednesday, October 19, 2011
Official Launch in NYC - Mike Rowe using his Flip Camera & posting to YouTube immediately
Ford Explorer
Wednesday, October 19, 2011
Complete YouTube Channel with 106 videos
Ford Explorer
Wednesday, October 19, 2011
Great Twitter Interaction
Ford Explorer
Wednesday, October 19, 2011
Current Facebook Page:164,103 FansOver 1,000 Pictures Uploaded by Fans
Ford Explorer
Wednesday, October 19, 2011
Engagement & Interaction!
Ford Explorer
Wednesday, October 19, 2011
Ford Social Media Philosophy
“We’re committed to the ‘always on’ mode, which means that we need to abandon the traditional ‘launch and leave’ approach that we previously used,” says Scott Monty, the head of social media at the motor company, who can be credited for much of Ford’s social activity.
“By taking the time to build a relationship with our fans by sharing not only our story but other people’s stories, we therefore gain awareness, trust and loyalty so that when they do make a purchase decision, we’re top of mind.”
Wednesday, October 19, 2011
Nike+
Wednesday, October 19, 2011
Nike+ Gadgets
Wednesday, October 19, 2011
Nike+ Web Tools
Wednesday, October 19, 2011
Nike+ Online Community
Wednesday, October 19, 2011
Nike+ Competitions
Wednesday, October 19, 2011
Nike+ & Blogging
Jason Walker - “DJ that loves hip-hop & exclusive sneakers”
Went from 265 - 205 & Nike asked him to be a Run Reporter
Wednesday, October 19, 2011
Nike+ & Video
Wednesday, October 19, 2011
Nike+ - Human Race
Wednesday, October 19, 2011
Nike+ Goes Social
Wednesday, October 19, 2011
Nike & Facebook
Over 110 Different Fan Pages
Wednesday, October 19, 2011
The Nike Mag
Wednesday, October 19, 2011
The Cause
Wednesday, October 19, 2011
The Foundation
Wednesday, October 19, 2011
The End Goal
Drive Traffic to eBay for chance at winning 1 of 150 pairs.
Wednesday, October 19, 2011
Video
http://www.youtube.com/user/NikeB4TF
Joined June 16th3,618 Subscribers9 VideosTotal Upload Views: 6,989,406
Wednesday, October 19, 2011
Facebook & Twitter
Auto-Share Functionality
Wednesday, October 19, 2011
Supporting Efforts
Guest Artist Movie Posters
Celebrity Cast for Video
Universal Studios Tour
Wednesday, October 19, 2011
Launch Event
Griff’s Hoverboard
Cafe’ 80s
Live Auction
They held several launch events and 3 live auctions
Wednesday, October 19, 2011
Pop Up Display
Live Event in New York City
Wednesday, October 19, 2011
Press
NiceKicks.com
The Late Show
Wednesday, October 19, 2011
End Result
1500 Pairs Sold - 10 Days$9,959 - Highest Winning Bid$2,300 - Lowest Winning Bid$5,695,190.53 - Total Amount Raised38,464 - Total # of Bids
100% Match by co-Founder of Google
Data by Nike Talk
Photo from NikeBlog.com - Brian Wilson from SF Giants
Wednesday, October 19, 2011
Blendtec
First 5 videos cost $50
The first iPhone video generated 1mil views in 1day.
174,487,132 Total Upload Views
Wednesday, October 19, 2011
assignments
3 Blog Posts - Consider Starting to work on your blog series.
Really spend time reviewing your blog structure and layout if you haven’t already.
Online Participation - Keep it up.
Come to Class Next Week with Ideas on Your Paper due Dec 1st
Wednesday, October 19, 2011