Live Blogging the Web 2.0 Expo: Social Strategy for Business #web20expo

Picture 8.pngCharlene Li, and Josh Bernoff are two of my favorite Social Media Experts. They published “Groundswell”, a book I strongly suggest and recommend to anyone looking to utilize social technology in their business strategy. Here are my notes:

Key roles and their Groundswell objectives:

  • Research
  • Marketing
  • Sales
  • Support
  • Development

Charlene talking about specific applications that accomplish these objectives:

Del Monte community, invitation only, has conversations with their customers. Del Monte asks their customers questions like, “What does your dog eat for breakfast” and gets responses back from the customers. Then, more specific questions are asked, and a conversation is started. This information is hard to measure in a focus group, but can be gathered via a Groundswell.

Now Charlene’s talking about tampons. What, don’t like the subject? Neither do most people. P&G had this same problem, and created the social network, “Being Girl”. No branding of “P&G” on the site. In articles, adds things like, “Brought to you by Always pads”.

Brides.com: Allows the bride-to-be to create a count-down calendar on their Myspace page. Widget shows the countdown, and offers a challenge to get the widget. When a user clicks to get the widget, they go to brides.com to get the widget. With widgets like this, your fans are doing the selling for you.

Starbucks: Suggestion boxes. All suggestions are public, and can be voted by the community. Management talks back to the community and responds to their feedback!

Keys to success for pragmatists:

  • Start with your customers
  • Choose an objective you can measure
  • Line up executive backing
  • Romance the naysayers
  • Start small, think big

Pragmatists bring companies and the groundswell together. Objectives are the key to successful social strategy. Use POST to frame your strategy. Think big, but start small.

Published by

jessestay

Jesse Stay has been a pioneer in the space of social media marketing since before it was called "social media marketing". Originally a software developer, Jesse built a tool called SocialToo.com which helped brands like Pepsi, Brittany Spears, and MC Hammer grow their social media presence, and before he knew it brands were coming to him for help to grow their presence in very unique ways. His tool was featured on almost every tech blog and even mainstream news sites like New York Times, Techcrunch, and Mashable. Jesse also spent a brief period working FOR Facebook, Inc., helping them to build out their documentation to help companies integrate Facebook Connect into their websites and mobile apps. Jesse took his skills and helped the LDS Church kick off most of its social media programs. While there he helped launch the award-winning "I'm a Mormon" marketing campaign with global reach worldwide in the millions of views and followers. Jesse established new global programs at the Church to further grow its reach amongst both members and non-members of the Church, working with every department of the Church, also including entities like the Mormon Tabernacle Choir and Brigham Young University. He also helped the Church navigate its voice and presence during the Mitt Romney Presidential campaign due to the significant attention the Church was getting at the time. He established the social media advertising techniques and strategies employed at Deseret Digital Media growing over 20 million fans across their news properties in just 6 months, and was featured on AdWeek for his success. As founder and Principal of Stay N Alive, Jesse has developed very unique techniques in social media advertising to help organizations grow presences, within months on minimal budgets, into hundreds of thousands of highly relevant and engaging fans and followers. He designed and teaches social media advertising at LDS Business College. He has helped grow sales, and has a belief that yes, you CAN measure social! Jesse has been featured as one of 10 entrepreneurs to follow on Twitter (next to Biz Stone and Ev Williams, founders of Twitter) by Entrepreneur magazine. Jesse has written 9 books on the topic of social media marketing and development, including Google+ Marketing For Dummies and Facebook All In One For Dummies, and eats, lives, and drinks social media with a personal combined presence of over 600,000 followers on his personal social profiles.

Leave a Reply

Your email address will not be published. Required fields are marked *