The Keys to Success for Enterprise 2.0 & Social Media

729 views

Published on

Slides from my talk to Sal Parise's Babson MBA class on March 1, 2014 - The Keys to Success for Enterprise 2.0 & Social Media

Published in: Social Media
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
729
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
14
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

The Keys to Success for Enterprise 2.0 & Social Media

  1. 1. The Keys to Success for Enterprise 2.0 & Social Media @JamiePappas Director, Global Brand Communications & Social Media @Akamai Babson College
  2. 2. A  liQle  about  me  before  we  get  started…   Director,  Global  Brand  Communica4ons  &  Social  Media   @Akamai  Technologies     I  have  been  focused  on  social  social  media,  e2.0  and   enterprise  communi4es  for  >8  years,  digital  for  >10,   marke4ng  for  15  years,  with  hands-­‐on  experience  in:     •  Internal  e2.0/social  communi4es   •  Internal  blogs   •  Execu4ve  blogging  and  social  media   •  External  social  media  communi4es   •  External  blogs   •  External  company-­‐owned  communi4es   ©2014 Jamie Pappas
  3. 3. Social  at  Akamai   We  are  building  the  framework  and  founda9on  to  empower   everyone  at  Akamai  to  be  social!       Vision:   Transform  the  way  Akamai  communicates,  engages  and  collaborates  with  our  key   audiences.     Strategy:   1.  Integrate  social  media  into  all  communica4ons  touch-­‐points.   2.  Embrace  ac4ve  listening.   3.  Empower  and  encourage  amplifica4on.     ©2014 Jamie Pappas
  4. 4. If  you’re  “doing”  E  2.0  or  social  media  without  goals  in  mind,     you’re  just  shou4ng  at  people!   So,  what  are  your  goals?     Ø  How  do  they  support  the  the  organiza4on’s   goals?     Ø  How  do  they  4e  back  to  business  processes  and   people?     •  Hint:  This  will  help  to  answer  the  dreaded  ROI   ques7on   Ø  Are  they  measurable?   Ø  Are  they  realis4c  or  are  they  promising  the   greatest  thing  since  sliced  bread?     Image courtesy of https://blog.shareaholic.com ©2014 Jamie Pappas
  5. 5. The  easiest  and  most  notable  success  you  can  have  is  to     address  pressing  pain  points.   Ø  What  challenges  does  the  organiza4on  face  that  might   be  mi4gated  or  alleviated  with  E  2.0/social    tools?   •  Informa4on/organiza4on  silos?   •  Lack  of  exper4se  knowledge  or  ability  to  locate?   •  Redundancy  of  people/processes?   Ø  What  are  some  tangible  use  cases?     Ø  What’s  all  of  this  going  to  cost?   •  Be  honest  with  budgetary  needs   •  Consider  a  “pilot”  or  “beta”  rollout   Image courtesy of http://www.trisoma.com/trigger-point.html ©2014 Jamie Pappas
  6. 6. Execu4ve  sponsors  and  other  key  players  are  your  friends!   And  you  will  need  their  help.     Ø  Is  there  anyone  already  using  collabora4ve  tools?   Ø  Is  there  anyone  who’s  been  asking  for  these  kinds  of  tools?   Ø  Know  the  people  that  support  open  collabora4on  -­‐  make  them   your  friends.     Ø  Know  the  people  that  do  not  support  open  collabora4on  -­‐   make  them  your  friends.     Ø  Equip  people  to  be  advocates  to  help  build  the  use  cases.   Ø  Be  open  to  feedback  –  don’t  have  everything  already  figured   out.   Image courtesy of http://tech.mn ©2014 Jamie Pappas
  7. 7. Don’t  underes4mate  the  need  for  awareness  and  educa4on…   …You  need  both  to  be  successful!     Ø  Do  people  know:  how?  What?  Where?  When?  Why?     Ø  Focus  on  the  things  they  can  do  with  the  tools!   Ø  Variety  in  training  is  also  key:   •  Online  &  in-­‐person  training   •  Lunch-­‐N-­‐Learns   •  Podcasts   •  WriQen  &  Video  tutorials   •  Train  the  trainer   Image courtesy of http://reviewsbycole.com ©2014 Jamie Pappas
  8. 8. There  will  always  be  cri4cs.  Don’t  take  it  personally.   “This  stuff  is  not  for  businesses.”   “Social  collabora4on  is  not  work.”   “I  don’t  have  4me  for  this…”   “You  expect  us  to  pay  our  employees  to  socialize?”   “Great.  One  more  tool  to  keep  track  of…”   “This  is  going  to  take  way  too  much  4me  to  learn.”   “I  don’t  have  anything  to  contribute.”   “My  boss  doesn’t  support  things  like  this.”   Image courtesy of http://3.bp.blogspot.com ©2014 Jamie Pappas
  9. 9. Achieving  measurable  success  will  help  them  get  with  the  program.     Remember:  Measures  of  success  MUST  9e  back  to  organiza9onal  goals.       Ø  “Corporate  Memory”   Ø  Exper4se  loca4on  on  a  global  scale   Ø  Reputa4on  management   Ø  Break  down  org/info  silos   Ø  Innova4on  and  thought  leadership   Ø  Connect  people  with  people  and  informa4on   Ø  Personal  and  professional  growth   Ø  Influencer  rela4ons   Ø  Customer  s4ckiness   Image  courtesy  of  h=p://graphics8.ny7mes.com   ©2014 Jamie Pappas
  10. 10. The  key  to  success  (and  truly  proving  ROI)  is  both     LISTENING  &  MEASURING   Qualita9ve  (more  apparent,  but  doesn’t   always  carry  as  much  weight)   Quan9ta9ve  (harder  to  define  and  track,  but   oNen  the  first  thing  asked  for)   Ø  User  engagement   Ø  Progressive  par4cipa4on  –  Lurker  -­‐>  Influencer   Ø  Community  feedback/anecdotal  stories   Ø  Ac4vity  and  engagement  levels   Ø  Do  they  miss  it  when  it’s  not  available?   Ø  Resonant  content   Ø  Is  this  a  part  of  “everyday”  business  ac4vi4es?   Ø  Employee/customer  sa4sfac4on  surveys   Ø  Could  we  work  (as  well)  without  it?   Ø  Employee/customer  reten4on  rates   Ø  Employee  sa4sfac4on   Ø  Reducing  duplicate  efforts/  projects   Ø  “Findability”   Ø  Number  of  community  members   Ø  Listening  to  and  ac4ng  on  feedback   Ø  Cost  efficiencies  gained   ©2014 Jamie Pappas
  11. 11. An  integrated  suite  of  tools  is  cri4cal  to  our  success   SocialEye  (Content  Management)   •  Pre-­‐scheduled  news/info   •  Centralized  engagement  metrics   •  Workflows,  permissions  and  content   review   Google  Analy9cs   •  Social  referral  traffic   •  Social  exit  traffic   •  Benchmarking  against  web   traffic   HootSuite   •  Real-­‐4me  monitoring   •  Real-­‐4me  engagement   Radian6   •  Long-­‐term  metrics   •  Trending  topics/posts   •  Launch/event  buzz   •  Brand  sen4ment   Salesforce   •  Campaign  integra4on     •  Campaign  tracking   •  Lead  gen/sales  metrics   ©2014 Jamie Pappas
  12. 12. Let’s  stay  connected                        @JamiePappas      linkedin.com/in/jamiepappas      jpappas@akamai.com   These  slides  will  be  available  on  SlideShare  at   h=p://www.slideshare.net/jamiepappas       ©2014 Jamie Pappas

×