The Social Media Trilogy (Web 2.0 Expo Notes)

Three vital components to building a successful online strategy by Gerardo A. Dada

Trilogy:

1. Build a Social Media Strategy
2. Build a Community
3. Roadmap for Success

Why Social Media?  Low cost marketing, we have to do it, getting traction

Only 12% measure Web 2.0 as effective. How do you measure? team, strategy, document

2007 it was “why?”, 2008 was “try”, 2009 is embrace.

1. How do I build a Social Media Strategy?

• Don’t! Social Media should support a business strategy
• It is a tool that needs to be used throughout a company
• Get the passionate people talking
• Get employees involved and increase employee retention
• When people do leave, Social Media makes it easier to find, recruit, and train new employees
• Deliver an integrated user experience employee <-> partner <-> customer
• Customers expect personal, multi-channel, social, immersive connections

2. How do I build a community?

• Enhance it, grow it, promote it
• “Fish are where fish are”
• Engage customers, tools are secondary. Be flexible to the needs.
• What is a community?
• “a group of like minded individuals that interact with each other about topics they care about”
• Understand what people are saying. Who and where?
• Content is King!
• Create a content Strategy
• Create metrics and be agile enough to move where the community does
• What is the rich media strategy for your company? post, moderate, store, tag

3. How do I succeed in Social Media?

• Transform into a customer centric company
• “Ability to reach outside of ourselves and connect”
• Engage and interact with the conversation in the marketplace
• Be transparent and authentic
• Participate, listen, and act when asked or when needed
• Get employees involved in the community by making Facebook, twitter, or blogging a part of their job (1 hour a week, 2 hours a day, etc) Suggests Radiant 6 CMS
• 5 Steps to Success
  1. Get people on-board
  2. Develop a strategy
  3. Define clear goals and metrics
  4. Resourcing
  5. Promotion
• Social Media = Marketing + Information Technology
• Next consolidation is governance