Professional Documents
Culture Documents
Steve Ennen
Managing Director,
Wharton Interactive Media Initiative
Lecturer in Marketing
ennen@wharton.upenn.edu
www.whartoninteractive.com
O VERVIEW - WIMI
WIMI is a global research center
working with leading companies and researchers
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WIMI GLOBAL INFRASTRUCTURE
Global network of research partners
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HOW TO BUILD A SOCIAL MEDIA STRATEGY
http://www.nytimes.com/2009/01/29/fashion/29facebook.html?_r=2&pagewanted=all
HOW TO BUILD A SOCIAL MEDIA STRATEGY
BUZZ AND BUSINESS
HOW TO BUILD A SOCIAL MEDIA STRATEGY
BUZZ AND BUSINESS
• Facilitated by ‘ubiquity’
HOW TO BUILD A SOCIAL MEDIA STRATEGY
HOW TO BUILD A SOCIAL MEDIA STRATEGY
Iyengar, Van den Bulte, Valente
“Opinion Leadership and Social Contagion in New Product Diffusion”
vs
“Managerial Calculus”
Network Intervention – In each city, the physician with
the highest in-degree is targeted and is persuaded to
increase his/her prescription by 10 units Higher
Effec+veness
Detailing Intervention – Each physician is given an Influencers
work
“locally”!
additional detail.
HOW TO BUILD A SOCIAL MEDIA STRATEGY
Step 1:
Understand the environment / Landscape analysis
Gain a greater understanding of social media
EVENT
HOW TO BUILD A SOCIAL MEDIA STRATEGY
Step 1:
Understand the environment / Landscape analysis
• Regulated industry?
• Rules (privacy)
• Trends
-Are you too far ahead of the adoption curve?
HOW TO BUILD A SOCIAL MEDIA STRATEGY
HOW TO BUILD A SOCIAL MEDIA STRATEGY
Step 1:
External
HOW TO BUILD A SOCIAL MEDIA STRATEGY
Complementary efforts
HOW TO BUILD A SOCIAL MEDIA STRATEGY
HOW TO BUILD A SOCIAL MEDIA STRATEGY
HOW TO BUILD A SOCIAL MEDIA STRATEGY
Step 2:
Develop a strategy/philosophy
Step 2:
Develop a strategy/philosophy
Step 2:
Develop a strategy/philosophy
Social media audit - Have your surveyed your company’s
current social media assets?
Step 2:
Develop a strategy/philosophy
Step 2:
Develop a Strategy/philosophy
• What is the company policy?
-Internal
-External
• Terms of service
HOW TO BUILD A SOCIAL MEDIA STRATEGY
Step 3:
Analyze your audience
What is the “value” to them?
How will they respond to…
• Social Networks
- Broad-based community involvement
- Branded communities
• Blogs
• Rankings recommendations
• User-generated content
HOW TO BUILD A SOCIAL MEDIA STRATEGY
Tirunillai and Tellis
“Does Chatter Really Matter? Dynamics of User-Generated Content and Stock
Performance”
“You
can
take
UGC
to
the
Bank”
HOW TO BUILD A SOCIAL MEDIA STRATEGY
Step 4:
What is your listening strategy?
• Do you have a plan for the conversation?
-Rankings ratings and reviews
• Conversation activity
• Site relevance
• Author/site authority
HOW TO BUILD A SOCIAL MEDIA STRATEGY
HOW TO BUILD A SOCIAL MEDIA STRATEGY
Example: Scorecard
HOW TO BUILD A SOCIAL MEDIA STRATEGY
Five steps
Step 1:
Understand the environment / Landscape analysis
Step 2:
Develop a strategy/philosophy
Step 3:
Analyze your audience. What is the “value” to them?
Step 4:
What is your listening strategy?
Step 5:
What is you measurement strategy?
HOW TO BUILD A SOCIAL MEDIA STRATEGY
Resources
• IAB Social Media Metrics
http://www.iab.net/media/file/SocialMediaMetricsDefinitionsFinal.pdf
• Branded Communities
thinkpassenger.com
• Buzz monitoring
www.Technorati.com
www.blogpulse.com
• Twitter
Tweetdeck
Klout
C ONTA C TS
www.whartoninteractive.com
wimi-mail@wharton.upenn.edu
Twitter: @whartoninteract
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