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L1ft operationalizing_social_pres

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This session is designed to help organizations understand the fundamentals of operationalizing social media programs. Marketing campaigns are just the tip of the iceberg. The majority of the “work” …

This session is designed to help organizations understand the fundamentals of operationalizing social media programs. Marketing campaigns are just the tip of the iceberg. The majority of the “work” involved in successful social media programs is on the operational side. This session provides tips and tools for working within the organization and across teams to orchestrate successful programs that strengthen the business and the brand.

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  • This was only a 30-minute presentation, so it's fairly high level. I would be glad to answer questions here within the comments area if you have any that are not answered by this slideshow. Thanks! Amanda @L1FTdigital
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  • 1. OPERATIONALIZING SOCIAL MEDIA Amanda Moore, Digital Strategist @L1FTdigital© 2011 L1FT Digital LLC
  • 2. 9/12/2011 Operationalizing Social Media, Amanda Moore 2 Operationalizing social media • Why operationalize social media? • Organizational models • Program stages and elements© 2011 L1FT Digital LLC
  • 3. 9/12/2011 Operationalizing Social Media, Amanda Moore 3 WHY OPERATIONALIZE SOCIAL MEDIA?© 2011 L1FT Digital LLC
  • 4. 9/12/2011 Operationalizing Social Media, Amanda Moore 4 Why operationalize social media? Mastering social media is earning the right to engage with the tribe… • Listening and observing • Gaining trust • Offering value • Messaging authentically • Correcting errors quickly …and realizing how ridiculously obvious and transparent brands are within the social space© 2011 L1FT Digital LLC
  • 5. 9/12/2011 Operationalizing Social Media, Amanda Moore 5 1. No matter what our communication goals are, consumers have their own 2. Our purpose statement doesn’t govern our TRIBE RULES social presence; legally-vetted policies do 3. Feedback happens whether we ask for it (or see it, or hear it) or not; embrace it 4. Social media can build brand equity – positive, negative or neutral – whether or not we participate 5. User-generated content is optimized for search engines, and stays around for a long time 6. If we correct issues quickly, the tribe forgives and may even champion your brand© 2011 L1FT Digital LLC
  • 6. 9/12/2011 Operationalizing Social Media, Amanda Moore 6 Why operationalize social media? • Campaigns are only the tip of the iceberg • To achieve authenticity we need programs • Social media programs • Reinforce and strengthen campaigns • Are steeped in goals and strategies • Are operationalized (i.e., day job) • Prosper in an environment of C- Goals and strategies level support© 2011 L1FT Digital LLC
  • 7. 9/12/2011 Operationalizing Social Media, Amanda Moore 7 Why operationalize social media? Social media is not just Marketing Marketing Help! Business Customer Leadership Experience PEOPLE PRODUCT Sales© 2011 L1FT Digital LLC
  • 8. 9/12/2011 Operationalizing Social Media, Amanda Moore 8 ORGANIZATIONAL MODELS© 2011 L1FT Digital LLC
  • 9. 9/12/2011 Operationalizing Social Media, Amanda Moore 9 Organization models - Centralized • A central group initiates and represents business units • Used by highly regulated industries Source: http://www.web-strategist.com© 2011 L1FT Digital LLC
  • 10. 9/12/2011 Operationalizing Social Media, Amanda Moore 10 Organization models - Dandelion • Central policies and guidelines • Ambassador training programs • Business units and geographies make decisions • Cross-functional collaboration and information sharing Source: http://www.web-strategist.com© 2011 L1FT Digital LLC
  • 11. 9/12/2011 Operationalizing Social Media, Amanda Moore 11 Organization models Most companies that organize for social media employ Hub and Spoke Source: Survey of 140 Corporate Social Strategists, Altimeter Group (2010); http://www.web-strategist.com© 2011 L1FT Digital LLC
  • 12. 9/12/2011 Operationalizing Social Media, Amanda Moore 12 Guidelines for your internal tribe 1. Listening (monitoring) is the first thing that should be operationalized 2. Marketing, PR, Products, Sales, Support, and HR must all be aligned around the social media policy 3. They should be coordinating their efforts, using common platforms, and sharing best practices 4. An ambassador program should be launched to train individuals across multiple departments to represent the brand 5. Social media organization is not the org chart, it is a cultural change; and it needs C-level buy in and support© 2011 L1FT Digital LLC
  • 13. 9/12/2011 Operationalizing Social Media, Amanda Moore 13 PROGRAM STAGES AND ELEMENTS© 2011 L1FT Digital LLC
  • 14. 9/12/2011 Operationalizing Social Media, Amanda Moore 14 Three stages of operationalization • Foundational • Functional • Personal© 2011 L1FT Digital LLC
  • 15. 9/12/2011 Operationalizing Social Media, Amanda Moore 15 Foundational program elements LISTEN ENGAGE MEASURE  Social monitoring  Risk analyses  Social media tool selection and  Policies and program goals and investment guidelines for all KPI’s  Monitoring report employees  Measurement plan format and frequency  Brand ambassador  Clear owners and program for select domains across cross-functional departments team  Clear connection  Engagement between social strategies programs and top  Social media “solar line business and system” of networks brand goals and platforms© 2011 L1FT Digital LLC
  • 16. 9/12/2011 Operationalizing Social Media, Amanda Moore 16 Functional program elements LISTEN ENGAGE MEASURE  Monitoring  Crisis plan and  KPI’s and tagging dashboards, reactive response structures workspaces and tiers  Specific monitoring daily alerts  Proactive publishing strategies  Routine social media calendar and  Program dashboards audits workflows and reporting  Employee  Ambassador training processes notification and  Training on specific reward system social platforms and networks© 2011 L1FT Digital LLC
  • 17. 9/12/2011 Operationalizing Social Media, Amanda Moore 17 Personal program elements LISTEN ENGAGE MEASURE  Dashboard and  Specific roadmap for  Social media roles monitoring each department and responsibilities workspace for each  HR, IR, PR, Product, reflected in personal group Marketing, Sales performance metrics  Daily alerts for key ownership of their individuals part  Cross-functional customer summits and/or digital summits© 2011 L1FT Digital LLC
  • 18. 9/12/2011 Operationalizing Social Media, Amanda Moore 18 CONTACT Amanda Moore, Digital Strategist L1FT Digital LLC Email: amanda@L1FTdigital.com Twitter: @L1FTdigital Linkedin: http://www.linkedin.com/in/amandamooreortega Phone: 404-704-4182© 2011 L1FT Digital LLC