Social Media Marketing

372

a p p e n d i x

c :

HANDS

-O

N E

XERCISES

■

Apply what you’ve learned through the following exercises:

1. Prepare a short presentation using Threadless or Dell’s Digital Nomad project
   as the subject, or any other collaborative business design application that you
   choose. Talk to your team about what makes the application work and how
   social technology has been built into the business.


2. Looking at your own firm or organization, list three ways that your customers
   could collaborate directly with each other to improve some aspect of your prod-
   uct or service.


3. Develop an outline for a business plan based on exercise 2 that involves multiple
   departments or functions to implement. Win the support of those people.

Chapter 8: Engagement on the Social Web

Review each of the following and connect them with the objectives of your business or

organization:

•    The “Engagement db” report from Altimeter (use Google to search for “engage-

ment db”). Try the self-ranking; where does your firm or organization fit?

http://engagementdb.com

•    The whitepapers in Jive Software’s resources library, in particular “Social

Business Software Adoption Strategies.” Look for the similar resources offered

by other social business software firms, and begin building a library.

http://www.jivesoftware.com/resources

Apply what you’ve learned through the following exercises:

1. Make a note of every recommendation you give or receive over the next
   week. Rank them according to the degree of enthusiasm on the part of the
   recommender.


2. Review your own engagement programs, and carefully examine how you are
   measuring or evaluating engagement, and from whose perspective you are defin-
   ing “engagement.”


3. Assuming that you have an appropriate social media policy for employee use in
   place, design a plan for an ideation, support, or discussion platform that will
   actively solicit customer-led conversations about your firm or organization, or
   about your brand, product, or service.
   NOTE: If you do not have a social media and technology use policy in place,
   now would be an excellent time to create and implement one.