社会媒体设计教程PPT幻灯片

©2009SPECKMedia.Allrightsreserved.Confidentialandproprietary.Aquick“jargonfree”wayofunderstandingsocialmediaprojects.SocialMediaDesignProcess(SMDP)ByMichaelJLisownerSPECKMedia©2009SPECKMedia.Allrightsreserved.Confidentialandproprietary.Justwhatissocialmedia?WhyIcreatedthisdeck?SocialMediaisanumbrellatermthatdefinesvariousactivitiesthatintegratetechnology,socialinteraction,andtheconstructionofwords,pictures,videosandaudio.It’safancywaytodescribethezillionsofconversationpeoplearehavingonline24/7Takenfrom“WhattheFuckisSocialMedia”byMartaKaganBut,ifyoudon’tknowthatbynowthenmaybethisisn’ttherightdeckforyou.Inthisdeck,I’mtalkingaboutabouthowweapplyaprocesstosocialmediaprojectsandinitiatives.©2009SPECKMedia.Allrightsreserved.Confidentialandproprietary.Havingaprocessisn’toverratedFollowingaprocesstodosomethingisthebestwaytoensurethatresultsaretruetoformanddeliveryisefficient.OverthecourseofninemonthsofdeliveringsocialmediaprojectsforFortune500companies,SPECKMedia’sprocesshasbecomeveryclear.Todayitiswhatmyfirmusesoneveryprojectweembarkon.Myhopeisthatthisdeckgivesyouoryourorganizationadeeperinsightintothecomponentsoftheprocessandhowitworks.Thereisstillsomuchouttheretobelearnedaboutsocialmedia,myhopeisthatwecontinuetoexplorenewwaystoreachbusinessgoalsthroughsocialmedia.Whydoyouneedadesignprocess?Amoreimportantquestionis:HowdoyougetfrompointAtopointBusingsocialmedia?WhyIcreatedthisdeck?©2009SPECKMedia.Allrightsreserved.Confidentialandproprietary.(SMDP)SocialMediaDesignProcessSimple,yeteffectiveSocialMediaprojectsdon’tneedtobecomplex.DuringmyyearsinconsultingI’vealwaysstressedsimpletermsanddefinitionstoexplainthecomplicated.Aprocessmodelshouldfollowthesamerules,whichare:Beeasytounderstandandbeactionable.TheprocessthatSPECKMediausesisjustthat:asimplewayoflistening,identifying,scanning,planningandimplementing.SocialMediaDesignProcess(SMDP)Manyorganizationsstruggletounderstandsocialmediaandhowtodesignprojectsthatinvolveit.Ourprocessallowsforandeasywaytounderstandthekeysocialmediamethodsandhowtoimplementaproject.©2009SPECKMedia.Allrightsreserved.Confidentialandproprietary.Let’stakealookatsomeofthecomponentsoftheSocialMediaDesignProcess(SMDP).素材天下网sucaitianxia.com[PPT模板免费下载无需注册]©2009SPECKMedia.Allrightsreserved.Confidentialandproprietary.SocialLandscapeTherearemanywaystodissectandcategorizethesocialmediauniverse,BrianSolisofFutureWorkshasdesignedamodelwhichshowsacrosssectionofmanypopularsocialmediasitesandchannelsdesignatingtheirpurposeamongusers.Component#1SocialMediaUniverseThesocialmediauniverseconsistsofallthesocialmediachannels,website,applicationsanddevices(online&offline)theseareplaceswherepeoplecancommunicatewitheachothersocially.Thisiswheretheconversationbegins.(SMDP)Components©2009SPECKMedia.Allrightsreserved.Confidentialandproprietary.Forrester’sSocialMediaLadderofInvolvementForresteroutlinedthemainbehaviorsthatusersdowhenengaginginsocialnetworking.AprimarytoolforidentifyinghowasocialprofilewillinteractwiththeladderComponent#2SocialProfileAsocialprofileisacompositeunderstandingofcustomersandusers.Socialprofilesconsistoftraitsandcharacteristics.Theyallowustounderstandhowatypeofprofilebehavesandinteractswithothersinthesocialmediauniverse.Muchlikeuserpersonas,socialprofilesarethekeybuildingblocksofasocialmediastrategy.(SMDP)Components©2009SPECKMedia.Allrightsreserved.Confidentialandproprietary.Component#3SocialMediaStrategyAsocialmediastrategydefinesthegoalsandobjectivesfororganizationslookingtopartakeinsocialmedia.Asocialmediastrategycanbecomparedtoablueprintforsuccess.Itoutlinesthegameplan,thetacticsandthechannelsthatwillbeusedthroughouteachsocialmediainitiative.(SMDP)ComponentsExamplesofstrategyAsocialmediastrategyisusuallyfarreachinganddefinesastrategyoverthecourseof6to12months.Thestrategycontainsexamplesofhowgoalsareattainedandaroadmapofwheneachsocialmediatacticisdesignedandimplementedinordertomeetthosegoals.©2009SPECKMedia.Allrightsreserved.Confidentialandproprietary.Component#4SocialMediaGamePlanAsocialmediagameplaniswaytoguideeachindividualsocialmediatactic.Thinkofagameplanlikeafootballgameplan,InordertodefeatyouropponentonSundayyouneedagameplanforsuccess.Asocialmediagameplanisnodifferent,itsetsaplanforeachsocialmediatacticidentifying:thewho,thewhyandtheoutcome.Thegameplanalsooutlinesthepurposebehindatactic.Constantrevisionandanalysisofagameplanisimportantinordertomakesureatacticstaysoncourse.StoreOpenings(SMDP)ComponentsExampleofagameplanAgameplanisasmallerversionofastrategy.Thegameplanhelpsandorganizationwithplanningaroundaspecificsocialmediatactic.It’spurposeistovisuallyidentifyhowtoapproachasocialmediatactic.©2009SPECKMedia.Allrightsreserved.Confidentialandproprietary.Component#5SocialMediaTacticTacticsarewhatweusetogetthejobdone.Asocialmediatacticisanymethodforcompletingourgameplanandreachingthegoalofourstrategy.Forexample:Atacticmightbetobuildawikiwebsitesothatcustomerscouldaddtheirthoughtsandideastoproductco-creation.AnothertacticmightbetocreateaiPhoneapplicationsothatcustomersshare