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Leveraging Social Media in
a Business Environment:
Beyond Branding © 2011
Presented by:
Carisa Miklusak, CEO
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@tmediastrategy +1.888.315.0797 [email protected] http://www.tMedia.com
@tmediastrategy +1.888.315.0797 [email protected] http://www.tMedia.com
@tmediastrategy +1.888.315.0797 [email protected] http://www.tMedia.com
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The Foundation of
Emerging Media 1
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Context & Frame of Reference
What Does
it mean
to you?
Social Media
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@tmediastrategy +1.888.315.0797 [email protected] http://www.tMedia.com
@tmediastrategy +1.888.315.0797 [email protected] http://www.tMedia.com
@tmediastrategy +1.888.315.0797 [email protected] http://www.tMedia.com
The Reallocation of Authority
“A PLACE FOR EDUCATION,
COLLABORATION AND
ENTERTAINMENT…
…where voice and opinions can be heard,
debated and commented upon.”
The Open Dialog Marketplace
The Evolution of
Communication
• 38 Yrs
• 50 M
Radio
• 13 Yrs
• 50 M
TV • 4 Yrs
• 50 M
Internet
• 3 Yrs
• 50 M
iPod • < 1 Yr
• 200 M
Integration of
Old Media & New Media
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Emerging Media In a Broader
Context
What does it mean to your
business?
What does it mean to your
industry?
What does it mean to your
clients?
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Organizational Presence
Control
Vs.
Influence
©carisamiklusak
Delegate Authority
Participate
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Social Media
Impacts on the
Business Landscape 2
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Emerging Media Trends
1. Opportunity identification
2. Decision making behavior
3. Research and development
Which bank will give me the
lending terms I need?
What type of investments are
most popular right now?
Is the company I’m considering
investing in socially
responsible?
What investment insights can I
gain from this blog?
Tweet: “I really wish that I
could learn about banking
options online at night…”
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North American Usage
33.8 Population 310.2 25.6 Internet 224 18.1 FB 132 1.8 LI 34.5 4.6 TW 25
*In Millions
Sources: eMarketer.com,
physorg.com, dnf.ca
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Creating Value: C3
Collaborative Creative Class
Transparency
Humanism
Authenticity
Freedom
Speed
Values
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Capitalizing on New Media Values
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Business Applications
Marketing & Sales
Operations Customer Service
Investor & Public
Relations
Research & Development
Recruitment/ Culture
Immediate Opportunity…
Opportunity in Action
R&D Customer Service
Regulations
Guidance Notice MR0281
“Crowdsourced”
Issuing Rule 10-06
FINRA Originated
IIROC FINRA
Conduct yourself as you would offline
Retention and retrieval
Static vs. live communication
No e-endorsing or favorable lending practices
Have a corporate policy
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The Blurring Line:
Global Vs. Local
The Blurring Line:
Consumer/B2B Vs. Recruitment
The Blurring Line:
Personal Vs. Professional
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Social Media Strategy
Participate Create Listen
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Listen
Who: Employees, investors, customers, interest and community groups and other stakeholders
What: Channels, topics, sentiments,
influencers, opportunities, compliance/
Legal concerns
How: Listening tools like
Google Alerts and Hootsuite
ACTION ITEM #1
Set up Alerts on a search engine
of your choice.
-OR-
Set up a free account on
Hootsuite.
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Participate
ACTION ITEM #2
Join a LinkedIn or Facebook
Group, or follow a Twitter List,
and participate in a conversation.
Share a resource, quote an
article, or ask a question.
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Create: Content Theory
What Problem
Can You Solve?
Education
Collaboration
Entertainment
ACTION ITEM #3
Post a neutral
status update on Facebook, Twitter or
LinkedIn about a recent
industry development.
Include a supporting link to an
informative (not opinionated) article.
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Response Strategy
Capitalize on
Negative
Comments
in the Social
Sphere
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Response Strategy
Capitalizing on
Positive
Comments
in the
Social Sphere
Measurement & ROI
KPIs RISK MITIGATION
Web Analytics
Sentiment Insights
Action Statistics
Offline Metrics
Bottom Line Impact
The Cost of No Action
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Carisa Miklusak,
CEO
www.twitter.com/carisamiklusak
www.linkedin.com/in/carisa
www.facebook.com/talktocarisa
©carisamiklusak
Connect…
