Transcript What is Social Media?

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Connect with the audiences and
influencers who matter
Social Media Strategies for your
Organization? Connecting the Dots
April 10, 2007
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Jeremiah Owyang
Director of Corporate Media Strategy
Speaker | Blogger | Video Blogger | Social Media Consultant
Web-strategist.com
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Who’s who?
• Roles
• Deployment
• Resistance/Acceptance
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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
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Experienced Practice Leader
…to social media consultant
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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,
what’s next
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The Many forms of Web Marketing
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1) Corporate Domain
• Corporate Site
• Portal Strategy
• Microsites for Segmentation
• Interactive Web Marketing
• Intranet/Extranet
• Regionalization
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2) Search Marketing
• Search Engine Optimization (SEO)
• Search Engine Marketing (SEM)
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3) Out Bound and Syndicated Web
Marketing
• Email Marketing
• Invasive Marketing
• Syndicated Content and RSS
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4) Brand Extension
• Web Advertising
• Contextual Advertising
• Sponsorship and /Cross
branding/Affiliate
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5) Emerging Mediums tie with
the Internet
• Internet TV (IPTV)
• Mobile Content
• Online Massive Multi Player
Games, Console Games
What is Social Media?
Tools that foster exchange of ideas
Exchanges become conversations
Communities form
More importantly:
It’s about people
Tools that easily let people share and be quickly found
Conversations of the Marketplace
Voices of the People
They matter because:
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The Trust factor
Impacts to Google Results
Rapid Word of Mouth
Different than Broadcast Marketing
Why is Social Media Important?
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http://www.nielsenbuzzmetrics.com/cgm.asp
Concept: The Web is Participatory, Technographics
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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
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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?
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Concept: Edgeworks
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“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”
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Concept: Evolution
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Chat Rooms
Blogs
Media
Video to lead
Asynchronus to Real-Time (ustream, twitter)
Mobile
Data moving to “cloud”
Integrated in other applications
IPTV
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Concept: Letting go and Gain More
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Who’s in control?
Dialogues vs Messages
Listen
Embrace positive and negative feedback
Nakedness
– Transparency = Trust
– Trust = Influence
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Concept: Customer Resource
• The Industry Wiki
• Customers First
• Promoting Competitors
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Industry Trends
For Corporations
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Understand the changes
Understand the tools
Start to listen and Monitor
Experiment with Tools
Build Team, Roles, Process
Gently align with Corporation
I’ve observed that
1. Organic gardens emerge
2. The “controllers” resist
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Emerging Roles
• Evangelist
– Educator and Cheerleader
– As an Evangelist, it doesn’t mean you’ll have followers, so don’t forget to
look back once in a while.
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Community Manager
Organic Blogger
Vice President
Corporate Controller *sigh*
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How can Social Media be used?
It’s not just Marketing…
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Sales Lead Acquisition
Product Requirements
Product Development
Support
Internal Knowledge
Market & Customer Feedback
Rapid Sharing
Executive Leadership & Visibility
Branding
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Social Media Impacts to Marketing
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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
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Social Media Impacts to Product Development
• "Intranets are an anachronism. They’re gonna die, it’s 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
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Social Media Impacts Product Support
Customer to Customer:
• Support
• Upgrade
• Speculate
To Do:
• Harness customers supporting each other
• Wikis, Forums, other tools coming out…Ustream
• Send Feedback to Product Teams
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Social Media Impacts to Employees/Partners
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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
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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
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Tactics to build your Social Media Program
…what I’ve learned
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Recognize the new influencers
Prepare for all scenarios
Don’t shy away
Human media is at your disposal.
Address the good as well as the bad
Track who’s 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
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Tactics to build your Social Media Program
…what I’ve learned
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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.
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[Social Media impacts all areas of the Corporate
Organizations, savvy companies are developing
strategies by learning, letting go, and embracing
change]
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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
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Q&A
Jeremiah Owyang
web-strategist.com/blog
Director, Corporate Media Strategy, PodTech.net
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