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Kmh social media top eight

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C-Suite: It's time to step up. Eight things to think about when integrating social media into your corporate strategy.

C-Suite: It's time to step up. Eight things to think about when integrating social media into your corporate strategy.

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  • 1. C-Suite:  It’s  Time  to  Step  Up   Sandi Hester Kathleen Holland Katherine Magee © January 2013 KMH Associates
  • 2. Don’t  Be  An  Ostrich!Executives have a critical strategic role to play in guiding socialmedia across their organizations Do you know why? Do you know how? © January 2013 KMH Associates
  • 3. Why Social Media? Why Now? 57% of businesses plan 95% of the top 100 to increase social companies use Twitter; YouTube has 490 media spending 23% of these use it as a million unique users customer service platform* who visit every month Wikipedia There are 465+ million LinkedIn is the 36th authors total Twitter accounts most visited website in over 91,000 the world contributors Each FaceBook user spends on average Google+ has more 15.5 hours / month on But…only  38%  of  CEO’s   than 25 million users the site label social media as a high prioritySource: www.jeffbullas.com and *simplymeasured.com 2012 © January 2013 KMH Associates
  • 4. Why Social Media? Why Now? People use social media every day without thinking about it. Think about it!It’s  time  to  stop  relegating  a  critical  business  lever  to  the  most   junior people in the company.It’s  time  to  step  up  and  provide  the  oversight  to  effectively  link   social media with your corporate objectives. © January 2013 KMH Associates
  • 5. Eight Things to Think About1. Keep your eyes on the prize2. RIP: Silos3. Make social media part of your culture4. The bigger the reward, the greater the risk5. The power is shifting: Your corporate reputation is in the hands of many6. Make the customer your Chief Content Officer7. The Earth loves social media8. What’s  old  is  new  again © January 2013 KMH Associates
  • 6. 1. Keep Your Eyes On The Prize!What are your corporate mission / vision / values andobjectives?How are you measuring them?How does social media impact, enhance or detract from yourachievement  of  those  key  performance  indicators  (KPI’s)? © January 2013 KMH Associates
  • 7. 1. Keep Your Eyes On The Prize! Corporate Mission/Vision/Value/Objectives Marketing Research Customer Serv HR Objectives Objectives Objectives Objectives Marketing Research Customer Serv HR Strategies Strategies Strategies Strategies Marketing Research Cust Serv HR Implementation Implementation Implementation Implementation Traditional Social Traditional Social Traditional Social Traditional Social Activity Activity Activity Activity Activity Activity Activity Activity Traditional Social Traditional Social Traditional Social Traditional Social KPI KPI KPI KPI KPI KPI KPI KPI Insights Results/ Insights Results/ Insights Results/ Insights Results/Note: applicable to all corporate departments Total Results/Insights © January 2013 KMH Associates
  • 8. 2. RIP: Silos Social media is not a strategy, and it does not belong to the marketing department alone. To drive meaningful business results, social media must be integrated across the whole enterprise. RIP RIP RIP RIP Marketing Human Research Customer Resources ServiceNote: applicable to all corporate departments © January 2013 KMH Associates
  • 9. 2. RIP: Silos Silos inherently create inefficiencies, inconsistencies in messaging and confusion both internally and externally. Bring together senior representatives from HR, Legal, IT, Marketing, Risk Management, PR, Sales, Customer Service and any other affected functions to ensure consistency and clarity around your messaging and alignment to corporate goals. Human Find your Marketing / Resources point of Sales social media optimization! Customer Legal ServiceNote: applicable to all corporate departments © January 2013 KMH Associates
  • 10. 3. Make Social Media Part Of Your Culture Social media is a powerful communication tool that should be embraced across the organizationExternal PlatformsCorporate Brand Building. Beyond the official spokespeople, employeescan play a critical role in building your corporate brand. It is very powerfulfor customers to hear an employee endorse where (s)he works and/or standbehind the products they make. This helps you not only sell more productbut also attract great talent.Internal PlatformsEmployee Engagement. Social media enhances internal communicationobjectives. It is especially powerful if the employee is encouraged tocomment and is heard.Innovation. Social media enables greater innovation within theorganization by encouraging ongoing collaboration and ideation. © January 2013 KMH Associates
  • 11. 3. Make Social Media Part Of Your CultureThings to think about:1. Policies and training. A  social  media  policy  should  clearly  outline  the  “do’s  and  don’ts”  as  well  as  why  social  media  is  important  to  the  organization  and  its  role in achieving the corporate objectives. Then train, train and retrain.2. An internal social media network. Building internal tools that mimic well-known external tools will facilitate the social communication in a protected andconfidential environment. Examples: • on line profiles (think LinkedIn) • blogs • chat rooms (by topic or function) • recognition boards (think Pinterest) • webinars • games © January 2013 KMH Associates
  • 12. 4. The Bigger The Reward, The Bigger The RiskSuccess in social media is measured by greater visibility for your company and youremployees;  however,  as  the  number  of  “eyes”  on  your  organization  increases,  so  does your need to manage the potential risks that come with greater transparency EXPOSURE REWARD (Audience/Klout) RISK (Reputation/Security/Legal) © January 2013 KMH Associates
  • 13. 4. Mitigating Potential Social Media RiskThings to Think About:1.Before embarking on your social media initiative, perform a riskassessment & identify controls that could mitigate a portion of the risk.2.Establish clear policies that dictate what can and cannot be shared. Createthe capability to capture and log all communications and monitor on aregular basis.3.Make sure you have the resources (human, financial and digital) in placeto handle the social media attention4.Implement safeguards: social media is a channel unprotected by typicalinformation security safeguards5.Have a plan to monitor social media channels on an ongoing basis: yourcompany needs to stay current on social media chatter © January 2013 KMH Associates
  • 14. 5. The Power Is Shifting! Your corporate reputation is in the hands of many Balance of Power Balance of Power Less than 5 years Ago Today Employees as Corporate Communications Subject Matter Employees as• Carefully crafted messaging Experts Ambassadors• Selected targets and media Building Their own Brand Etc, Etc, Etc Opinion Suppliers Your Leaders Brand Customers Networkers Corporate Corporate Communications Communications Carefully Crafted Social Conversations Messages © January 2013 KMH Associates
  • 15. 5. The Power Is Shifting!Social media facilitates the inclusion of all stakeholders in forming abrand. It can be highly beneficial as advocates are more crediblethan corporate spokespeople.Be Aware:1. Consistency. This  means  “living  your  brand”  or  practicing  your  brand  values  when dealing with all stakeholders. Treating a supplier unfairly becomes part ofthe collective discussion with customers.2. Transparency. People expect it. Everything you do is up for discussion, fromemployment practices to material sourcing to production methods. Be preparedto talk about all aspects of your business.3. Engagement. Ensure that you are part of the conversation in a meaningfulway.    Don’t  let  your  brand  image  develop  by  default,  but  remember  – be social. © January 2013 KMH Associates
  • 16. 6. Make The Customer Your Chief Content OfficerCustomer retention and attraction are key business drivers. Socialmedia plays a role both in reacting to any potential issues andproactively engaging customers, ultimately creating brand advocates.Content is the top challenge faced by social media experts today. Boththe quality (engaging) and quantity (maintaining an editorial schedulein perpetuity) of content keeps them up at night.To tackle this challenge, think of your customer as your Chief ContentOfficer.Create content that speaks to their agenda not yours. Seek outcontent  in  areas  where  they  have  interests  and  passions.    But…make  sure you know how it links to your objectives. © January 2013 KMH Associates
  • 17. 6. Make The Customer Your Chief Content OfficerConsider  setting  your  objectives  from  the  customer’s  perspective: I want to be treated with respect I want to be more environmentally conscious I  want  “no  hassle”,  a  simple,  easy  buying  process I want more value I  want……. “Focus  on  how  to  be  social   not  on  how  to  do  social” Jay Baer, Author The Now Revolution © January 2013 KMH Associates
  • 18. 6. Make The Customer Your Chief Content OfficerCritical Success Factors:1. Understand your target market – their passions and interests.2. Engage experts / influencers in areas of interest / internal thought leaders.3. Leverage content across multiple platforms & communication touch points.4. Encourage customer participation. Ask for comments, feedback, ratings, etc.5. Make it shareable.6. Have a content plan that includes all touch points. A customer interacts with a company through many touch points. It is critical to ensure consistent messaging AND not to inadvertently create over messaging.7. Have a rolling content plan (know what you need for the next 6-12 months).8. Monitor & Listen. Ensure you are using effective social media monitoring tools. This will allow you to not only respond to issues but also to learn more about your customer base, its needs, and potential content topics.9. Write the unexpected. © January 2013 KMH Associates
  • 19. 7. The Earth Social MediaSocial media supports the planet in numerous ways: • Social media is ALL digital (no paper) • Companies can operate and sell on a global basis with reduced travel (lower carbon footprint) • Companies and employees can actively engage local and global communities in their CSR initiatives (increased impact for CSR initiatives) • Companies create a conduit for those that may not otherwise be heard (ie. whistle blowers) © January 2013 KMH Associates
  • 20. 8.  What’s  Old  Is  New  AgainSocial media has entered our world with a bang - there is muchhoopla about it changing the face of business.It’s  complex,  it’s  dynamic,  it’s  highly  reactive,  it’s  decentralized  and ROI is elusive.It is often not underpinned by proven best practice businessprinciples and processes.It’s  time  to  go  back  to  basics  and  ground  social  media  in  solid  strategic processes to make it less daunting, elusive and moreconnected to delivering growth and profitability. © January 2013 KMH Associates
  • 21. 8.  What’s  Old  Is  New  Again A  proven  disciplined  business  process  that  hasn’t  changed 1. Insight/ 2. Vision / 3. Organizational 4. Effective 5. Measuring Foresight Strategy / Plan Development Implementation ResultsTailored to address social media in your corporate plan.• What are your • Integrate social media • Properly resource. • Regularly publish • Evaluate results, stakeholders saying into your corporate & engaging/relevant gaining insight about you and the departmental plans • Build into your content that inspires into  what’s   competition? with purpose. corporate culture connection and working, not sharing. working and• What are they talking • Clearly  define  it’s  role   • Mitigate risk with where to focus about and what sites & success measures. corporate policies, • Listen and respond. efforts for are they on? best practices and greatest return. staff training. © January 2013 KMH Associates
  • 22. There’s  no  magic  bullet.Just as it takes time to deliver long term sustainable corporate growth, it takes time to build a solid social media reputation - internally and externally - which will result in long term profitable growth. KMH Associates can help organizations effectively integrate their social media practices into their corporate strategies and objectives. © January 2013 KMH Associates
  • 23. Strategic business consultants with a triple bottom line approach.The KMH team helps inspire organizations to develop and implement sustainable growth plans that deliver results. www.kmhassociates.ca © January 2013 KMH Associates