Strategic social media management kami watson huyse apr
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Strategic Social Media Management Kami Watson Huyse, APR. The More Things Change…. The More They Stay the Same. “You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.” Joe Ragan, Newsradio

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Strategic Social Media Management Kami Watson Huyse, APR

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Strategic social media management kami watson huyse apr

Strategic Social Media Management

Kami Watson Huyse, APR


The more things change

The More Things Change…


The more they stay the same

The More They Stay the Same


Strategic social media management kami watson huyse apr

“You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.”

  • Joe Ragan, Newsradio

    As quoted in “Groundswell” by Charlene Li and Josh Bernoff


Risks and opportunities

RISKS AND OPPORTUNITIES


10 risks of engagement

10 Risks of Engagement

From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4


On lawyers

On Lawyers…

“The Best Way to Deal with Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.”

- Guy Kawasaki, “The Art of Partnering”


Strategic social media management kami watson huyse apr

48 Hours

(Click the screen capture above to watch the video)


Strategic social media management kami watson huyse apr

48 Hours

(Click the screen capture above to watch the video)


Strategic social media management kami watson huyse apr

“There is a segment of the population that wants you to put on a microphone and a webcam and describe what you’re doing as you are doing it. They want you to describe how you are putting out the fire.”

Tim McIntyre

Vice President, Communications

Domino’s Pizza

Strategist, Summer 2009


Strategic social media management kami watson huyse apr

Incremental


Costs of sitting it out

Costs of “Sitting it Out”

From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5


Altimeter 2009

Altimeter 2009


Touch points

TOUCH POINTS


Strategic social media management kami watson huyse apr

The BEEHIVE

Build

Eavesdrop

Echo

Socialize


The connected company

The Connected Company

From “The 5 Competencies of the Connected Corporation,” Communication Overtones, http://twurl.nl/ojcxsv


Listen

Listen

  • Free tools: Google Blogs, RSS feeds loaded into Google Reader, FeedDemon

  • Paid Tools: Radian 6, DIY Dashboard, BuzzStream, Legacy Brands


Participate

Participate

  • Join

  • Comment

  • Cross link

  • Build relationships

  • Find your community


The internal team

The Internal Team


On junior staff

On Junior Staff…

agilliam Says: October 12, 2008 at 9:33 am

“I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by MySpace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”


Conversation starters

Conversation Starters

@lettergirl

#journchat


Social etiquette

Social Etiquette

1. Authenticity

2. Privacy

3. Disclosure

4. Truthfulness

5. Credit

Adapted from David Scott Meerman, The New Rules of Marketing and PR


Contribute

Contribute

  • Content

  • Values/Culture

  • Experiences

  • Resources


Strategic social media management kami watson huyse apr

From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r


Strategic social media management kami watson huyse apr

“Ask not what your [community] can do for you, but what you can do for your [community]”


Case studies

CASE STUDIES


Customer service

Customer Service

@netsolcares


Netsol evaluation

NetSol Evaluation


Corporate social responsibility

Corporate Social Responsibility

“Pledge to End Hunger” SxSWi

  • 2 influencers (@Kanter and @ChrisBrogan)

  • 140 kids per click

  • Results: 140,000 lbs of food to Austin and 560,000 lbs. in other states


Corporate social responsibility1

Corporate Social Responsibility

Tide – “Feeding America” partnership

  • 150 influencers

  • Tide T-Shirt Sale $20 (donate portion of proceeds)

  • Results: 2,000 T-shirts purchased, avg. of 13 per spokesperson and general derision


Social hub

Social Hub


Thought leadership

Thought Leadership


Aggregation

Aggregation


Informative best friend

Informative “Best Friend”


Exclusive offers

Exclusive Offers


Access

Access


T actics and tools

Tactics and Tools


Seven types of social media

Seven Types of Social Media

From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz


Hot online communities

Hot Online Communities

  • Facebook

  • Twitter

  • LinkedIn

  • Plaxo

  • Ning

  • BlogHer

  • Kirtsy

  • Digg


Bibliography

BIBLIOGRAPHY

  • Naked Conversations, Robert Scoble and Shel Israel

  • The New Rules of Marketing and PR, David Scott Meerman

  • Measuring Public Relationships: The Data-Driven Communicators Guide to Success, KD Paine (purchase at www.measureofsuccess.com)

  • Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back, Rohit Bhargava

  • Groundswell, Charlene Li and Josh Bernoff

  • Twitterville, by Shel Israel


Strategic social media management kami watson huyse apr

Kami Watson Huyse, APR

Senior Social Media Strategy Consultant

Phone: (713) 568-5750

E-mail: [email protected]

Twitter: kamichat

Blog: Communication Overtones

Web site: www.myprpro.com


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