Since social media is taking over the traditional marketing strategies it is essential that practitioners in various areas of business understand the use and impact of social media technologies. The lecture will also explain how to create and maintain the company brand online, how to effectively promote the company activity/product. It will also demonstrate which networking sites are used to communicate with the clients and which of them are considered the most effective. It will also present the risks, weaknesses and myths of social media, as well as best practises related to their usage.

2. Oh Yeah, who’s “Me” 40AgileBloggerCoachCommunicationConsultantCreativeDirectorDutchEngineerFatherFunGdańskGoyelloHonestHusbandOpen mindOpinionOutsourcingPartnershipPeter HorstenPositiveProject managerPrince2SocialMediaSociologistSoftwareTrustTwitterUniversity of GdańskWeb 2.0Web applicationsWebdevelopment

4. Social media need a plan Josh Bernoff of Forrester writes:In any other business endeavor we start by figuring out what we want to accomplish. Social technologies are not magic. They accomplish things, too. It’s time to stop doing social because it’s cool. It’s time to start doing it because it’s effective.

5. Engagement scores of top 100 globalbrands Mavens Selectives Butterflies Wallflowers Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

6. Do you have a marketing plan? Ifyes, let’s stick to thatfirst

7. Social media SWOT Identifying Your Strengths Who are your Ambassadors? Who on your team are the ones who seems to be passionate about the company, knows even the most obscure information about what it happening, and is always willing to pitch in to offer an idea, a creative idea, or simply a helping hand? What creative assets are available that can be used within your social media channels? What pictures, videos, articles, and stories can be repurposed and shared with the community? Where is your organization already active in the community? Are their conversations happening right now about your brand that you can begin participating in? Do you have an active email list that you can leverage to invite your customers to join you on other online channels? Do you have partners that already have an online presence where your voice would be welcomed ? Source: http://mindblogging.typepad.com/whataconcept/2010/01/social-media-swot-analysis.html

8. Identify Your Weaknesses What information silos within the organization that prevent collaboration? Where is there a lack of, or inconsistent visions related to the goals of participation in social media? What knowledge gaps exist and what additional and ongoing training for the team will be needed? Identify Opportunities How can that organization improve efficiency and save money through social media channels? How can the sales team leverage social media to identify better qualified leads and get a jump on the competition? How can customers be involved in the organizations ongoing development of new products and services?

9. Identify Threats How will your organization protect intellectual property and the organization's reputation? How can information and use of various channels be managed in such a way that it does not become a chaotic, noisy mess with no purpose. With so many people and departments involved, how can we maintain accountability?

10. Do youknowwhoyou ar talking to?

11. POST method: A systematic approach to social strategy P is People. Don’t start a social strategy until you know the capabilities of your audience. If you’re targeting college students, use social networks. If you’re reaching out business travelers, consider ratings and reviews. O is objectives. Pick one. Are you starting an application to listen to your customers, or to talk with them? To support them, or to energize your best customers to evangelize others? Or are you trying to collaborate with them? Decide on your objective before you decide on a technology. Then figure out how you will measure it. S is Strategy. Strategy here means figuring out what will be different after you’re done. Do you want a closer, two-way relationship with your best customers? Do you want to get people talking about your products? Do you want a permanent focus group for testing product ideas and generating new ones? Imagine you succeed. How will things be different afterwards? Imagine the endpoint and you’ll know where to begin. T is Technology. A community. A wiki. A blog or a hundred blogs. Once you know your people, objectives, and strategy, then you can decide with confidence. Source: http://www.relationship-economy.com/?page_id=2160

13. 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 13

14. 16 March 2010 Peter Horsten | University of Gdańsk | Social Media course 14

15. Source: http://www.cmo.com/social-media/cmos-guide-social-media-landscape

16. GoyelloDirector Peter Horsten Outsourcing expert and a social networking addict. Married and proud father of 3 great sons. Thanks to my Social sciences and electronics background I’m always looking for (technological) solutions which fit the organization best. T: +48 58 555 0073 F: +48 58 551 4057 M: +48 664 486848 E: peter.horsten@goyello.com Twitter: http://twitter.com/petersopinion Facebook: http://facebook.com/peter.horsten Linkedin: http://linkedin.com/in/peterhorsten Flickr: http://flickr.com/photos/peterhorsten Blog: http://petersopinion.com/ Slideshare: http://www.slideshare.net/phorsten Goyello Sp. z o.o. 81-855 Sopot Al. Niepodległości 606/610 info@goyello.com http://www.goyello.com