Social Media Strategy: Brainstorm Social Media into your Business

Confused? Then read on!!!

Before we Begin

Warning! - This slide show is not intended to tell you how important Social Media is, there are plenty of other presentations out there doing a better job.

What F**K Are Social Media

Blogs, Tubes, Twitters and More

Who is this Presentation for?

People who are puzzled about how to make Social Media work for their company.

Photo credit: http://www.flickr.com/photos/asylum_collectibles/

Applying Social Media to Business

Overcome the Challenge! It’s not limited to helping you make more money!

Applying Social Media to Business

The potential of Social Media to improve the way we communicate has far wider implications to generate business value!

Applying Social Media to Business

Setting up a good Social Media experience requires you to become a ‘communication architect’ through:

Good design – a rich user experience Creative problem solving – finding alignment to user requirements Providing the right tools - to involve the user and develop the community Empowering the right people – to give them the opportunity to communicate

Users + Conversation = Network

A Social Media strategy is about empowering the conversation and involving the user.

Grasp this concept and the opportunities are huge!!

How to Build the Conversation

So how do you create a conversation that’ s sustainable?

Simple:• Create good experiences• Social Experiences• Design conversations• .... And relationships

Implementing Social Media: The Common Mistake

Most companies focus on the technology – and don’t try to understand the behaviours or needs of their:

• Customers – the end users• Employees - the implementers

Not Suprising When There’ s so Much Choice in Technology!!

Photo credit: Brian Solis Social Media Prism

Ever Heard the One About a Bad Workman Blaming his Tools?

Photo credit: http://www.flickr.com/photos/ljr69/3074367811/

What this Presentation Will Do

Tell you to read a great book called Groundswell by Charlene Li and Josh Bernoff Collect the great ideas from this book Give you a simple Brainstorming tool to adapt to your circumstances.

The Important First Step: Read

So lets start! – Buy the book and read it. Then look at your business and start to talk about the challenges you face.

Key Points from Groundswell

Point 1: The 4 Step Planning Process People –What are the customer/employees ready for? Objectives – What are the goals for the Social Media

project? Strategy – How do you want relationships with your

customers to change? Technology – What applications should you build or

buy?

Creators – create content

Critics – review and comment

Collectors – Tag, RSS, Bookmark

Joiners – Visit or join Social Networks

Spectators – Read, watch and listen

Inactives - non of the above

Key Points from Groundswell

Point 2: Social Technographic Profile - how your potential customer base uses Social Media.

Point 3: Customer orientated objectives: Listening – Understanding your customer Talking – Spreading your message Energizing – Word of mouth Supporting – Get your customers to support

each other Embracing – Integrate your customer into your

business

Key Points from Groundswell

What Social Media Could do for your Company

With your Colleagues: Contributing & Involving – allowing people to

collaborate more effectively Liberating – accessing knowledge resources Recruiting & Branding – joining your cause or

brand

All these objectives offer significant business value and a competitive advantage!

Still Confused?

Photo credit http://www.flickr.com/photos/okinreport/

Problem Solving Social Media Strategy

Its practical time – so lets start talking about your business context!

The Social Media Brainstorming Model

Before implementing any form of Social Media project use this ’Brainstorming’ tool

It sets thinking into three critical parts:

The Steps Questions – identifies the steps to implement a Social Media idea

The Support Questions – identifies the internal support and culture your company needs in order to Brainstorm any Social Media idea

Evaluation Questions – reviews your new perspective on the opportunity and helps you select the best options

The Brainstorming Model

Your Company: Starting the Brainstorming Conversation

The Idea or Need Opportunity Evaluation

Your Social Media Project

Your Social Media Idea

The Steps Questions

The Support Questions

Evaluation Questions

The Steps Questions

Questions that define the what, why and how of implementing your Social Media idea:

What is the outcome we want? Why are we doing this? How are we going to do this and who should be

involved? Why are we doing it this way?

The Steps Questions

Opportunity EvaluationThe Idea or

Need

What – is the outcome you want?

Why – are we doing this?

How & Who – the practical steps?

S

TEPS

Why - are we doing it this way?

Examples of Questions

The following are some ideas of questions you could ask using ‘The Steps Questions’ headings

The Steps – What is the Outcome we Want to Achieve?

Defines the outcome you want.

What are we looking to achieve with this Social Media idea?Can we easily write it and communicate it as a short slogan?What business value will be added?What objectives are related to this goal e.g. Talking, Listening, etc?Are they simple and measurable so you know when you’ve got there?

NB - Remember to return to this section later after as things can change once you have started the investigation.

What?

Why?

How?THE

STEP

S

Why?

The Steps – Why are we Doing This?

Questions your Goal and your Objectives

Are they suitable?Is this best we can achieve?Why are these objectives suitable?Why are we not doing this already?

NB - Remember to return to this section later after as things can change once you have started the investigation.

What?

Why?

How?THE

STEP

S

Why?

The Steps – How are we going to do this & Who is involved?

Identify and understand who is the customer.

Who is this idea for?What is the social technical profile of your user/customer? Examines how

they are using social media, i.e. is the target demographic people collectors, joiners, etc.

What are the user/customer requirements i.e. Product requirements for social media idea for assessing customer requirements backed up by

evidence.

What?

Why?

How?THE

STEP

S

Why?

The Steps – How are we going to do this & Who is involved?

Identify and understand who is the implementer.

Who should be involved in this idea?Who are our talent resources?Who feels passionately about this?Who is most likely to be affected or impacted?Do we have the right people?

What?

Why?

How?THE

STEP

S

Why?

Investigates what you need to do.

How do we implement this idea?What are the related processes/systems/technologies that are already working within our company?What areas are we lacking learning in?How do we choose the technology i.e. buy, build or Joint Venture? What new processes and systems training do we need?Can we set up a test or experiment to investigate, if so how?

What?

Why?

How?THE

STEP

S

Why?

The Steps – How are we going to do this & Who is involved?

Defines the Conversation Architecture.

How do we design the conversation?What design features do we include?Where and how do we include them?How do we make it positive user experience?How do we encourage collaboration?What are the incremental tests we can run to develop learning?

What?

Why?

How?THE

STEP

S

Why?

The Steps – How are we going to do this & Who is involved?

Investigates the business case.

How do we define the perceived value/impact of the idea?How should we measure performance?How should we identify and deal with potential risks?

Technical? – i.e. Cost/complexity issuesUser/customer? – i.e. Negative commentary on products or servicesEmployee? – i.e. Impact of improper communicationCompetitor? – i.e. Copying us betterMarket? – i.e. Wrong technology for the marketFinancial? – i.e. Cost vs benefit (intangible benefit such as branding)

What?

Why?

How?THE

STEP

S

Why?

The Steps – How are we going to do this & Who is involved?

The Steps – Why are we Doing it this Way?

Justifies the choices.

Have we examined the end user/customer experience?Is this the best way of doing things?Are we choosing the right people?Are we managing our risk?Is there a sustainable business case?

What?

Why?

How?THE

STEP

S

Why?

The Support Questions

Questions that identify the agreements, ideas, culture you need to support your Social Media idea.

What is the outcome we want? Why are we doing this? How do we create the energy and commitment and who

is going to do this? Why are we doing it this way?

The Support Questions

Opportunity EvaluationThe Idea or

Need

How & Who – creating the energy & commitment?

Why – are we doing this?

What – is the outcome we want?

SU

PPO

RT

Why – are we doing it this way?

Examples of Questions

The following are some ideas of questions you could ask using ‘The Support Questions’ headings

Support – What is the Outcome you Want?

Defines Social Media strategy.

What do we do or potentially do that fits with Social Media?What fits with our culture and what would we like to achieve?Can we define this with a simple slogan?What Social Media seems most appropriate i.e. Blog, wiki, etc?What are the objectives for the strategy?Are they simple and measurable so you know when you’ve got there?

NB - Remember to return to this section later after as things can change once you have started the investigation.

What?

Why?

How?

THE

SUPP

ORT

Why?

The Support – Why are we Doing This?

Questions your Strategy towards Social Media.

Is this best we can achieve?Is there be a perceived cost benefit awareness?Is Social Media relevant to all our customers/stakeholders?Is this relevant our industry or market?Why are we not doing this already?

NB - Remember to return to this section later after as things can change once you have started the investigation.

What?

Why?

How?

THE

SUPP

ORT

Why?

The Support – How are we going to create the energy and commitment?

Understand how your stakeholders are using Social Media technology.

Who are the company stakeholders?Which stakeholders are using Social Media?How are they using Social Media technology to communicate?How could this be improved?

Who are the champions?Who are our talent resources for Social Media?Do we have the right people?Do they have the capabilities and competencies?

What?

Why?

How?THE

STEP

S

Why?

Keeping an eye on the future.

How should we scan for technology possibilities?How do we develop the right sensing process to keep uptodate?How do we improve communication about the latest Social Media ideas?What is the selection process?

How should we scan for changes in customer or user behaviour?

What?

Why?

How?THE

STEP

S

Why?

The Support – How are we going to create the energy and commitment?

Encourage Participation.

How do we consistently design the conversation with our employees and managers?How do we encourage participation?Have we identified their real motivations and interests?Can they be aligned to particular forms of Social Media?Are there any gaps or challenges in achieving their interests?What are managements understanding and attitudes?Are they aware of Social Media and how do we get their support?

What?

Why?

How?THE

STEP

S

Why?

The Support – How are we going to create the energy and commitment?

Align culture & values.

How do we make Social Media relevant and interesting for our colleagues?Do we have the right level of management support?Are our people interested in Social Media?Which groups or departments are most interested? Which aspect of Social Media are engaging and if so why?How do we improve on this?

What?

Why?

How?THE

STEP

S

Why?

The Support – How are we going to create the energy and commitment?

Manage your competencies and develop new capabilities

How do we identify, acquire & develop relevant Social Media skills?What systems and procedure do we have for promoting new learning?Are we scared to fail?How do we encourage experimentation?How should we document and how should we spread learning?

What?

Why?

How?THE

STEP

S

Why?

The Support – How are we going to create the energy and commitment?

Create benefit & cost awareness.

Can we easily spot when we are succeeding/failing?How do we set-up flexible Social Media performance management systems that:

• Keep up with the customer• Reward good performance• Monitor our communication and keep things on track• Communicate the value added (tangible, non tangible)

How do we share these results?

What?

Why?

How?THE

STEP

S

Why?

The Support – How are we going to create the energy and commitment?

Support – Why are we doing it this way?

What?

Why?

How?THE

STEP

S

Why?

Justifies the choices you made during scoping the How and the Who

Have we examined our people?Have we got our eye on the future?Have we empowered and involved the right people?What fits with our culture?Have we got a useful performance management and rewards system?Have we got the right learning structures in place to develop new skills?

Evaluating the Opportunity

Opportunity ExaminedThe Idea or

Need Evaluation Questions

Steps Questions Examined

Support Questions Examined

The Evaluation Questions!

1. Is this Right or Wrong for us?2. How best to implement? 3. What do we need to do?3. What changes do we need to make?

Tips on Using the Model

1. Set up a steering group - try and identify the people that have an interest in the technology

2. Involve the young – they have the greatest idea of the latest technologies

3. Involve senior management – they have the greatest power to support an initiative

4. Keep Checking Back - You may need to work through the model several times with your colleagues as the discussions are likely to yield new and important information

5. Always Focus on the Why – always ask yourself why are we doing it this way, is this right for us, them, the conversation, etc?

Why?: the Mother of All Questions

NB - Remember: things go wrong when you play with her kids without asking!

Still Confused?

Recap The Steps

Social Media Goal

Is this Suitable?

User Profile

User Requirem

entsOrientate

To identify needs

MethodsTechnolo

gyTesting Risk

To set directio

n

Recap The Support

Dynamic Social Media Strategy

To Question Direction

UserManagem

entEmployee

To involve people

SkillsCulture

and Values

Communication

Scanning

To align and

encour

age

Recommendations for Implementing Social Media

Use the Brainstorming model for scoping Start small and iterate (learn through small failures) Think through consequeces Find a champion and get senior management support Always look to build in some form of performance

measurment system Take care while selecting partners

Avoid the Deadly Sins of Social Marketing

When communicating online with your customers:

Don’t be a spammer Don’t be a stranger Don’t be noise Don’t be lazy Don’t be fake Don’t be selfish

Only Fools Rush In

AVOID the temptation.

Engagement & Trust

If you want buy-in for your idea you need engagement with your customers and your colleagues.

Engagement comes from trust you build through creating a sustained conversation. That means examine the Steps and Support questions as a group.

Technology is the enabler – but the conversation is the essential human element.