In a few weeks, I’m giving a presentation to a large company about ways they can be thinking about social media. I haven’t fleshed out the PPT yet but thought it might be helpful for other folks that are trying to find a “toe hold” in their companies (big OR small) to get started.
- What social isn’t:
– One way conversation
– Just another PR tool
– A fad
- What social is:
– Vehicle for Many-to-many conversations
– Way to deepen customer relationships and create referrals
– Great feedback mechanism
– The phenomenon that happens when you bring content AND conversation together
- Uses for social within a brand:
– Customer service (reduce phone/e-mail costs)
– Marketing/sales (generate leads, deepen loyalty, lengthen customer tenure, increase referrals)
– Market research (ongoing vs. episodic)
– Product innovation (co-create w/ your customers)
– An early warning mechanism (canary in the coal mine)
- Brands that are doing social well:
– Zappos (Twitter, blog)
– H&R; Block (Twitter, Facebook)
– Dell Inc. (Ideastorm, blogs, Twitter)
– USAA (Facebook, Twitter)
– Best Buy (Blog, Twitter)
– American Express (Open Forum community)
– Allstate (Twitter, blog, Youtube, Facebook)
- Key considerations:
– Create a strategy (make sure it ties in with existing business goals)
– Pick an audience/customer segment
– Start listening (Google alerts, Twitter Search, Get Satisfaction, Radian6, Cymphony, BuzzGain)
– Identify executive sponsors (an individual or small committee)
– Plan to “give before you get”
– Measure, measure, measure
– What is it?
– How is it different than LinkedIn or Facebook?
– Why is it gaining momentum?
– How are companies using it?
– List of top companies/brands using
– Best practices (from Tim Walker of Hoovers)
– Who “mans” the account? Who needs to be involved?
As always, additions/subtractions/corrections are welcome.