Social Media Fundamentals, Governance


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Social media governance, also referred to as social media policy, constitutes a vital building block of your organisation’s social media strategy. It not only guides your employees, and your social media teams, to reflect your organisation’s vision and values in their messaging, but also helps you ensure that essential workflows are in place for consistent and coherent presence, and social channels are aligned, interconnected and on brand. No less important is ensuring that your governance and guidelines also help to safeguard your company’s confidential information, as well as define and put in place crisis management processes. This seems to be an increasingly burning issue as perceived by CEOs, given proliferation of social media use.

So how can you define and implement social media governance in your organisation? Where to start, what to be weary of and how to ensure employee engagement and adoption of the final product?

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Social Media Fundamentals, Governance

  1. 1. Social Media Fundamentals - July 2012 GovernanceFriday, 27 July 12
  2. 2. ABOUT US 2Friday, 27 July 12
  3. 3. LONDON LINCOLN PORTLAND PHILADELPHIA ST. LOUIS NEW YORK AUSTIN SINGAPORE We are a global, integrated, end-to-end social business consultancy. We are leaders in social strategy, implementation and business intelligence.Friday, 27 July 12
  4. 4. OUR SERVICES PERFORMANCE BRAND CONNECTED SOCIAL BUSINESS MARKETING COMPANY INTELLIGENCE + Social brand strategy + Enterprise social + Dashboards & benchmarks + Applications and experiences technology + Data services + Community management + Workforce collaboration + Reporting & analytics + Advocacy programs + Workforce learning + SaaS applications + Listening programs + Social CRM + Influencer outreach programs + Change programs + Social media buying 4Friday, 27 July 12
  5. 5. OUR APPROACH TO SOCIAL 6Friday, 27 July 12
  6. 6. WHAT WE OBSERVE -“I have to do something”: scattered initiatives, no clear direction, low consistency (content and experience). -“It’s hard to keep it all under control”: scalability issues (structural / resources), global vs. local, high number of stakeholders, channels, assets, products, online vs. offline. -“I have to convince management”: common language, business case, KPIs. 7Friday, 27 July 12
  7. 7. TAKE A STEP BACK 8Friday, 27 July 12
  8. 8. THINK: WHAT IS YOUR VISION? -Think of the big picture: what do you want to achieve? What value do you bring to the market? How do you want to be perceived? -Own social: do not over rely on agencies. -Leverage internal and external: what is the role of your employees? Do you need to organise for Social? 9Friday, 27 July 12
  9. 9. ASSESS: WHERE ARE YOU NOW? -What does your social ecosystem look like? -What are your competitors doing? -What are your priorities? -What is the social maturity level of your channels? -What initiatives have you undertaken? 10Friday, 27 July 12
  10. 10. PLAN: WHAT ARE THE NEXT STEPS? -Prioritise goals. -What are the components to execute your vision? -Build a roadmap. 11Friday, 27 July 12
  11. 11. SOCIAL MEDIA GOVERNANCE 12Friday, 27 July 12
  12. 12. WE WILL DISCUSS 1 WHAT - WHY - WHEN 2 ELEMENTS 3 SOCIALISEFriday, 27 July 12
  13. 13. 1. WHAT - WHY - WHEN 14Friday, 27 July 12
  14. 14. WHAT IS SOCIAL MEDIA GOVERNANCE -Set of guidelines, rules and recommendations clarifying best practices for interactions on social media channels. -Also referred to as social media policy. -Can be anything from a one pager, a video, a deck, or an exhaustive document. 15Friday, 27 July 12
  15. 15. EXAMPLES: WHAT OTHERS HAVE IN PLACE -Cisco: personal vs. work representative. -Coca Cola: shared values. -Dell: lightweight. -Morgan Stanley: in a regulated industry. 16Friday, 27 July 12
  16. 16. WHY DO YOU NEED GOVERNANCE -Brand opportunity: participate in customer conversations. -Risk mitigation: new study shows social media perceived as high risk. -Crisis management: being prepared pays off as recently seen with O2. -What about common sense? 17Friday, 27 July 12
  17. 17. WHEN SHALL I START? NOW -Blend between personal and professional. -Social media no longer only for marketing. 18Friday, 27 July 12
  18. 18. 2. ELEMENTS 19Friday, 27 July 12
  19. 19. WHAT GOES INTO GOVERNANCE Entire organisation Social Media team -Entire organisation: high level ‘principles’ focusing on brand values, tone of voice, disclosure and confidentiality. -Social media team: more detailed ‘playbook’ focusing on running the channels, resources, processes, look and feel. 20Friday, 27 July 12
  20. 20. ENTIRE ORGANISATION -Company vision and social media strategy. -Definition of social media. -Purpose of the governance + living document. -Social media principles. -Important to strike a balance between inspiration and practical guidance. 21Friday, 27 July 12
  21. 21. SOCIAL MEDIA TEAM -Roles and responsibilities within your organisation. -Processes. -Channels. -Safety considerations. -Crisis management. 22Friday, 27 July 12
  22. 22. 3. SOCIALISE 23Friday, 27 July 12
  23. 23. AVOID THE FOLLOWING -Long, text heavy decks and documents emailed around or uploaded onto intranet: no one will read them! -Threatening language: NO, DON’T, SHOULD, MUST. 24Friday, 27 July 12
  24. 24. ROLLING OUT GOVERNANCE -Involve your employees: what matters, buy in. -Be visual: video, poster, desktop saver, ambient. -Be interactive: training app. -Share: YouTube, SlideShare. -Do hands on training: practice makes perfect. 25Friday, 27 July 12
  25. 25. EXAMPLES Infographic Videos *Salesforce *Darthmouth-Hitchcock 26Friday, 27 July 12
  26. 26. RECAP -Social media requires vision and strategy -Social media governance as first step -Living + breathing document -Socialisation is key, it’s a journey 27Friday, 27 July 12
  27. 27. QUESTIONS 28Friday, 27 July 12
  28. 28. Thank you! 29Friday, 27 July 12
  30. 30. MORE CASE STUDIES OUR BLOG 31Friday, 27 July 12