Social Media Strategies for your Organization? Connecting the Dots

1
Connect
Connect with the audiences and influencers who
matter

• Social Media Strategies for your Organization?
  Connecting the Dots
• April 10, 2007

Jeremiah Owyang Director of Corporate Media
Strategy Speaker Blogger Video Blogger
Social Media Consultant Web-strategist.com
2
Survey

• Whos who?
• Roles
• Deployment
• Resistance/Acceptance

3
Social Media Strategy Connect the dots for a
seamless experience.

• Questions to Answer
• What is Social Media?
• Creating a Seamless Strategy across your
  enterprise
• Concepts
• Case Study HDS
• What others are doing
• Actionable next steps

4
Experienced Practice Leader
to social media consultant

• Various Web Roles Exodus, Cable and Wireless,
  World Savings, Hitachi
• Manager, Online Communities at Hitachi Data
  Systems
• Currently, Director of Corporate Media Strategy
  at PodTech
• Interfaces with many Corporations that are using
  Social Media
• New Media Blogger, Video Blogger, Streaming
  Video, Former Podcaster, whats next

5
The Many forms of Web Marketing

• 4) Brand Extension
• Web Advertising
• Contextual Advertising
• Sponsorship and /Cross branding/Affiliate
• 5) Emerging Mediums tie with the Internet
• Internet TV (IPTV)
• Mobile Content
• Online Massive Multi Player Games, Console Games

• 1) Corporate Domain
• Corporate Site
• Portal Strategy
• Microsites for Segmentation
• Interactive Web Marketing
• Intranet/Extranet
• Regionalization
• 2) Search Marketing
• Search Engine Optimization (SEO)
• Search Engine Marketing (SEM)
• 3) Out Bound and Syndicated Web Marketing
• Email Marketing
• Invasive Marketing
• Syndicated Content and RSS

6
What is Social Media?
Tools that foster exchange of ideas Exchanges
become conversations Communities form Its
about people Tools that easily let people share
and be quickly found Conversations of the
Marketplace Voices of the People
More importantly

• They matter because
• The Trust factor
• Impacts to Google Results
• Rapid Word of Mouth
• Different than Broadcast Marketing

7
Why is Social Media Important?
http//www.nielsenbuzzmetrics.com/cgm.asp
8
Concept The Web is Participatory, Technographics
9
Concept Online and Offline Echo Chamber

• What happens in the real world echoes online
• What happens online is discussed offline
• Opportunities
• Bloggers treated like Media
• Blogger Lounges, Media Rooms, Blogger Lounges
• BlogHaus The Digital 2.0 Press Room
• Creating online buzz out of CES 2007
• BlogHaus Beach Party 2007, CES 2008
• Community Events
• Lunch 2.0
• STIRR

10
Concept Marketing Scope Increased

• Web Marketing Not on Two Domains only
• Corporate Site and Google Results page
• Battles will be fought where people talk
• Decisions not made on Corporate Website
• Corporate Website used later in decision process?

11
Concept Edgeworks

• Edgeworks (Term founded by Brian Oberkirch)
• Past Corporate Communications group would
  broadcast message
• Now Two-way authentic conversations happening at
  edges of company
• Future Corporate Communications (and everyone
  else) to join edges

12
Concept Evolution

• Chat Rooms
• Blogs
• Media
• Video to lead
• Asynchronus to Real-Time (ustream, twitter)
• Mobile
• Data moving to cloud
• Integrated in other applications
• IPTV

13
Concept Letting go and Gain More

• Whos in control?
• Dialogues vs Messages
• Listen
• Embrace positive and negative feedback
• Nakedness
• Transparency Trust
• Trust Influence

14
Concept Customer Resource

• The Industry Wiki
• Customers First
• Promoting Competitors

15
Industry Trends
For Corporations

• Understand the changes
• Understand the tools
• Start to listen and Monitor
• Experiment with Tools
• Build Team, Roles, Process
• Gently align with Corporation
• Ive observed that
• Organic gardens emerge
• The controllers resist

16
Emerging Roles

• Evangelist
• Educator and Cheerleader
• As an Evangelist, it doesnt mean youll have
  followers, so dont forget to look back once in a
  while.
• Community Manager
• Organic Blogger
• Vice President
• Corporate Controller sigh

17
How can Social Media be used?
Its not just Marketing

• Sales Lead Acquisition
• Product Requirements
• Product Development
• Support
• Internal Knowledge
• Market Customer Feedback
• Rapid Sharing
• Executive Leadership Visibility
• Branding

18
Social Media Impacts to Marketing

• Yet another influencers group to consider
• All groups will adopt social media
• Conversations (like Techmeme, Digg)
• Less Marketing Hyperbole
• Adopt Pull Strategies
• Customers will be the new marketers
• Faster and faster

19
Social Media Impacts to Product Development

• "Intranets are an anachronism. Theyre gonna die,
  its just a matter of time." Johnathan Schwartz,
  CEO of Sun
• Product Teams and Customers will work togethers
• Firewalls will lower
• Inventory may reduce
• Requirements will come directly from customers
• Case Study Dell IdeaStorm

20
Social Media Impacts Product Support

• Customer to Customer
• Support
• Upgrade
• Speculate
• To Do
• Harness customers supporting each other
• Wikis, Forums, other tools coming outUstream
• Send Feedback to Product Teams

21
Social Media Impacts to Employees/Partners

• Intranets and Extranets
• Adopt Enterprise 2.0
• Intranets are no longer only behind the firewall
• Tagging, Networks, Reputation, Online Personas
• IT departments need to get ahead of the curve
• Risks of Data, Personas, IDs, Profiles

22
Case Study Hitachi Data Systems (2005-2006)

• 100 year old Japanese Company, Data Storage
  Sector
• Deployed
• Executive Blogs
• User Support Forum
• Audio Podcasts
• Industry Wiki
• RSS News Feeds
• Lunch2.0 event
• Strategy
• Tied to announcement process
• Tied to customer life cycle
• Feedback sent to product teams
• Headcount, budget, and promoted

23
Tactics to build your Social Media Program
what Ive learned

• Recognize the new influencers
• Prepare for all scenarios
• Dont shy away
• Human media is at your disposal.
• Address the good as well as the bad
• Track whos who
• Appoint and Empower
• Employees will blog, embrace
• The Blogging/Ethics Policy
• Consider creating the Air Traffic Control Tower
• Measurement to Manage
• Use Social Media as Sales Tools.
• A living white paper by your companies thought
  leaders
• A rapid response tool
• A Conversation Starter

24
Tactics to build your Social Media Program
what Ive learned

• Social Media is about people.
• Communities are the goal, conversations are the
  verb.
• Let go to gain more
• Risk of the unknown, plan to be flexible
• Social Media goes deep in the organization
• This public conversation will be archived through
  as long as the internet is accessible. Google is
  the memory.
• Social Media is not magic nor voodoo.
• Social Media is a component of your Web Strategy.

25

• Social Media impacts all areas of the Corporate
  Organizations, savvy companies are developing
  strategies by learning, letting go, and embracing
  change

26
About PodTech Network

• A leading online media network fueling
  conversation among influencers, audiences, and
  brands
• We help you tell your story
• Media Development Social Media Planning
  Services
• We help you reach influencers and target audience
  groups
• Contextual media delivery platform
• New measurement capabilities
• We help you build deeper relationships, online
  and offline
• Event sponsorships

27

• QA
• Jeremiah Owyang
• web-strategist.com/blog
• Director, Corporate Media Strategy, PodTech.net