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GOLDMAN SACHSGoing digital – Beliefs,Methodology andProposals5/13/2012
TABLE OF CONTENTS            SOMMAIRE            1  Context                 a.  Are you the new Grand Satan ?             ...
1       1.a             In a nutshell               A methodological proposition to have Goldman Sachs implied in the def...
1    GOING DIGITAL – BELIEFS, METHODOLOGY AND PROPOSALS    Context    a.  Are you the new Grand Satan ?    b.  A trade mis...
1 CONTEXT       1.a Are you the new Grand Satan ?            Are you the new Grand Satan ?              • No need - for no...
1 CONTEXT       1.b A trade misunderstood            A trade misunderstood              • You’re known to be the perfect  ...
1 CONTEXT       1.c An international context            An international context              • Goldman Sachs is a big com...
1 CONTEXT       1.d Social media and finance : it’s already on !            Social media and finance : it’s already on !  ...
2    GOING DIGITAL – BELIEFS, METHODOLOGY AND PROPOSALS    Objectives    a.  What’s the difference between GS and Darth   ...
2 OBJECTIVES      2.a What’s the difference between GS and Darth Vader ?            What’s the difference between GS and D...
2 OBJECTIVES      2.a Talk to people, to convince their leaders            Talk to people, to convince their leaders      ...
2 OBJECTIVES      2.a GS as an innovator on social media            GS as an innovator on social media              • Keep...
2 OBJECTIVES      2.a Know and master your e-reputation            Know and master your e-reputation              • Master...
2 OBJECTIVES      2.a Driving change to adapt GS to the social company            Driving change to adapt GS to the social...
3    GOING DIGITAL – BELIEFS, METHODOLOGY AND PROPOSALS    Beliefs    a.  Keep it simple and stupid    b.  They’re thousan...
3 BELIEFS      3.a Keep it simple and stupid            Keep it simple and stupid              • KISS : Keep it simple and...
3 BELIEFS      3.b They’re thousands… and you, too            They’re thousands… and you, too              • You’re thousa...
3 BELIEFS       3.c A guarantee of a return… if precise objectives exist            A guarantee of a return… if precise ob...
3 BELIEFS      3.d Going digital means accepting a deep change            Going digital means accepting a deep change     ...
3 BELIEFS       3.e Authenticity on social media is key            Authenticity on social media is key              • Chea...
4    GOING DIGITAL – BELIEFS, METHODOLOGY AND PROPOSALS    Methodology    a.  Co-creating a social media strategy with you...
4 METHODOLOGY      4.a Co-creating a social media strategy with you            Co-creating a social media strategy with yo...
4 METHODOLOGY      4.b A “constitution” for social media at Goldman Sachs            A “constitution” for social media at ...
4 METHODOLOGY       4.c A media and a social media plan            A media and a social media plan              • Now we w...
4 METHODOLOGY      4.d Consulting services : at the edge of innovation            Consulting services : at the edge of inn...
4 SCHEDULE       4.e                                                                 M1   M2   M3   M4   M5   M6   M7   M8...
5    GOING DIGITAL – BELIEFS, METHODOLOGY AND PROPOSALS    A few proposals    a.  A 143 y.o social brand (a storytelling) ...
5 A FEW PROPOSALS      5.a A 143 y.o social brand (a storytelling)            A 143 y.o social brand (a storytelling)     ...
5 A FEW PROPOSALS      5.b Corporate news and CRM on Twitter            Corporate news and CRM on Twitter              • A...
5 A FEW PROPOSALS       5.c Reveal your inner self with the Goldman boys and girls            Reveal your inner self with ...
5 A FEW PROPOSALS      5.d Show me the money (1): the open-data way            Show me the money (1): the open-data way   ...
5 A FEW PROPOSALS       5.e Show me the money (2): the picture way            Show me the money (2): the picture way      ...
5 A FEW PROPOSALS       5.f GS is everywhere. But where exactly ?            GS is everywhere. But where exactly ?        ...
5 A FEW PROPOSALS      5.g Social gaming : play it as Goldman Sachs            Social gaming : play it as Goldman Sachs   ...
Martin PasquierBLOG// http://martinpasquier.wordpress.com/MAIL// martpasquier@gmail.comTWITTER// @martpasquierLINKEDIN// h...
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Martin pasquier goldman_sachs_social_media_manager

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Goldman Sachs is seeking a social media manager...

Here's my answer and proposal for them !

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  1. 1. GOLDMAN SACHSGoing digital – Beliefs,Methodology andProposals5/13/2012
  2. 2. TABLE OF CONTENTS SOMMAIRE 1  Context a.  Are you the new Grand Satan ? b.  A trade misunderstood c.  An international context d.  Social media and finance : it’s already on ! 2  Objectives a.  What’s the difference between GS and Darth Vader ? b.  Talk to people, to convince their leaders c.  GS as an innovator on social media d.  Know and master your e-reputation e.  Driving change to adapt GS to the social company 3  Beliefs a.  Keep it simple and stupid b.  They’re thousands… and you, too c.  A guarantee of a return… if precise objectives exist d.  Going digital means accepting a deep change e.  Authenticity on social media is key 4  Methodology a.  Co-creating a social media strategy with you b.  A “constitution” for social media at Goldman Sachs c.  A media and a social media plan d.  Consulting services : at the edge of innovation e.  Schedule 5  A few proposals a.  A 143 y.o social brand (a storytelling) b.  Corporate news and CRM on Twitter c.  Reveal your inner self with the Goldman boys and girls d.  Show me the money (1): the open-data way e.  Show me the money (2): the picture way f.  GS is everywhere. But where exactly ? g.  Social gaming : play it as Goldman Sachs5/13/2012 2
  3. 3. 1 1.a In a nutshell   A methodological proposition to have Goldman Sachs implied in the definition of its strategy, in 4 steps   An empirical approach with tests and KPIs to manage social media   A realistic schedule with 3 months of co-creation of strategy, 1 month of official launch and then full-time Community management + consulting   A few proposals for what could be Goldman Sachs « Business to Opinion » social media plan   A set of beliefs based on 4 years of social media management to avoid bullshitting on a sensitive case with true image opportunities About Martin Pasquier   28 y.o, living and working for 4 years in a corporate social media agency in Paris, France   My 3 key achievements in the industry   Buzzmarketing operation with 200K+ interactions on Facebook and Twitter (food industry)   Consulting on global social media strategy for a 35b$ company (civil engineering industry)   Having a minor French Internet Service Provider become #1 of industry on Twitter with a CRM approach (IT industry)   Marathon runner, road-tripper, organic food extremist5/13/2012 Going digital – Beliefs, Methodology and Proposals 3
  4. 4. 1 GOING DIGITAL – BELIEFS, METHODOLOGY AND PROPOSALS Context a.  Are you the new Grand Satan ? b.  A trade misunderstood c.  An international context d.  Social media and finance : it’s already on ! 4
  5. 5. 1 CONTEXT 1.a Are you the new Grand Satan ? Are you the new Grand Satan ? • No need - for now - to look in the detail at Goldman Sachs e-reputation for the moment. It’s grim. It’s ugly. • Let’s take it as an advantage : on social media, you have nothing to lose. This position of the challenger makes the whole thing exciting. • Such a bold move wouldn’t come without significative means ! Picture by Mike Licht as seen on Flickr http://www.flickr.com/photos/notionscapital/4408916040/5/13/2012 Going digital – Beliefs, Methodology and Proposals 5
  6. 6. 1 CONTEXT 1.b A trade misunderstood A trade misunderstood • You’re known to be the perfect example of what « financial economy » would be, opposite to the « real economy ». If part of this claim may be true, there’s still much room to show what’s your concrete achievements, • Social media, and the various types of contents you can put on it, is an excellent vehicle to show the reality of your teams, your job and your investments. • Take a look at the open-data movement. A city like NY is able to be seen in a totally different (and participatory) way Photo by Spec-ta-cles as seen on Flickr http://www.flickr.com/photos/hey__paul/7126442883/5/13/2012 Going digital – Beliefs, Methodology and Proposals 6
  7. 7. 1 CONTEXT 1.c An international context An international context • Goldman Sachs is a big company, with many offices. This proposal must also help you to frame your social media presence all over the world, not just from your NY headquarters. • Management is heavily impacted by IT. Social media is another factor companies must take into account. Their employees are all on Facebook, some on Twitter. They can harm, or help. • Communication is becoming necessarily more important as our lives become digital, and more : social. • This offer will fix a HR structure for social media at Goldman Sachs. Engraving of Gerard van Schagen as seen on Flickr http://www.flickr.com/photos/caveman_92223/3184683869/5/13/2012 Going digital – Beliefs, Methodology and Proposals 7
  8. 8. 1 CONTEXT 1.d Social media and finance : it’s already on ! Social media and finance : it’s already on ! • Your competitors are already in (JP Morgan : 40K Facebook fans, Morgan Stanley) and use heavily of Twitter as a CRM and HR channel • American Express leads the way with 5 top ranking Facebook pages and a taste for innovation as seen with its voucher deal on Twitter. • Some even offer trade services through Facebook (Zecco) or personal advisers on LinkedIn (AmeriPrise) Screenshot of Zecco’s innovation on its Facebook page https://www.facebook.com/zecco5/13/2012 Going digital – Beliefs, Methodology and Proposals 8
  9. 9. 2 GOING DIGITAL – BELIEFS, METHODOLOGY AND PROPOSALS Objectives a.  What’s the difference between GS and Darth Vader ? b.  Talk to people, to convince their leaders c.  GS as an innovator on social media d.  Know and master your e-reputation e.  Driving change to adapt GS to the social company 9
  10. 10. 2 OBJECTIVES 2.a What’s the difference between GS and Darth Vader ? What’s the difference between GS and Darth Vader ? • Get public opinion to know you better and be able to make the difference with Darth Vader. • Much of the hatred aimed at GS may be prevented or turned into something neutral - albeit positive, if you can explain what you do. And respect social media etiquette. • Social media, the way it allows to micro- target and the variety of content you can put there, is one key to come back and be understood. Picture by Krossbow on Flickr http://www.flickr.com/photos/krossbow/4365875125/5/13/2012 Going digital – Beliefs, Methodology and Proposals 10
  11. 11. 2 OBJECTIVES 2.a Talk to people, to convince their leaders Talk to people, to convince their leaders • Be a brand that people and leaders can meet without shame. • You may feel unconcerned with public opinion. But this public opinion is linked to elected leaders, which in turn are your direct customers (see Greece). • Better linking with public opinion is key to have leaders accept your presence near them. Picture by Distillated as seen on Flickr http://www.flickr.com/photos/distillated/3151824312/5/13/2012 Going digital – Beliefs, Methodology and Proposals 11
  12. 12. 2 OBJECTIVES 2.a GS as an innovator on social media GS as an innovator on social media • Keep and strenghten the innovative image of GS. • Social media, a rather new field, gives brands able to make the best of it an innovation bonus. And, when some of them become mature, you may reap truly material benefit : employer brand, setting new standards for financial communication… • We’ll try here to both keep easy but edgy so as not to be yet-another-big- bad-brand trying to get social Picture by Seth1492 as seen on Flickr http://www.flickr.com/photos/28674126@N02/4316157064/5/13/2012 Going digital – Beliefs, Methodology and Proposals 12
  13. 13. 2 OBJECTIVES 2.a Know and master your e-reputation Know and master your e-reputation • Master the e-reputation of your brand and your executives. • You may feel GS e-reputation is already doomed. GS executives may think differently, when attacked because of their position in « The Firm ». • This proposal must include knowledge and capability to answer to reputation crisis which may occur on social media. Pictures of “Goldman Sachs” as seen in Google Images5/13/2012 Going digital – Beliefs, Methodology and Proposals 13
  14. 14. 2 OBJECTIVES 2.a Driving change to adapt GS to the social company Driving change to adapt GS to the social company • Anticipate the digitalization of enterprise and have it ready to be transformed by social media. • More than just « being on social media », this proposal is, on the long run, an offer for a cultural change in a big company and how to make it social-proof for the years to come Picture by Sean MacEntee as seen on Flickr http://www.flickr.com/photos/smemon/4518528819/5/13/2012 Going digital – Beliefs, Methodology and Proposals 14
  15. 15. 3 GOING DIGITAL – BELIEFS, METHODOLOGY AND PROPOSALS Beliefs a.  Keep it simple and stupid b.  They’re thousands… and you, too c.  A guarantee of a return… if precise objectives exist d.  Going digital means accepting a deep change e.  Authenticity on social media is key 15
  16. 16. 3 BELIEFS 3.a Keep it simple and stupid Keep it simple and stupid • KISS : Keep it simple and stupid, so that your presence be seen and understood. • Any proposal that wouldn’t match this (and be said in less than 3min) is bullshit, and won’t be heard by the audience Picture of Sean MacEntee as seen on Flickr http://www.flickr.com/photos/smemon/4351759298/5/13/2012 Going digital – Beliefs, Methodology and Proposals 16
  17. 17. 3 BELIEFS 3.b They’re thousands… and you, too They’re thousands… and you, too • You’re thousands : and exactly 33 300 as specified on your Wikipedia page. Bet on it. • Alone, you’re nothing. With them, you’re bigger, and much more authentic Cover of Thomas Hobbes « Leviathan »5/13/2012 Going digital – Beliefs, Methodology and Proposals 17
  18. 18. 3 BELIEFS 3.c A guarantee of a return… if precise objectives exist A guarantee of a return… if precise objectives exist • 1 objective, 1 KPI. You’re an investment bank, you don’t invest when you have no means to calculate a return. • Conversely, you don’t accept a KPI or a digit if it’s not linked to an objective. • So : have a few aims for your communications strategy (part of which will be on social media), and we’ll discuss how to measure them. Picture by RambergMediaImages as seen on Flickr http://www.flickr.com/photos/rmgimages/4882451468/5/13/2012 Going digital – Beliefs, Methodology and Proposals 18
  19. 19. 3 BELIEFS 3.d Going digital means accepting a deep change Going digital means accepting a deep change • If you go digital, you’ll have to change. Nothing will be ever hidden from your audience (customers as detractors). • Everyone at GS will be able to voice its (positive, negative) ideas about you as a boss, as a manager, as a place to work, even or thanks to good guidelines. • Keep it in mind and understand that you are about to go from a safe under ground location to a public place where everyone will have a tell on you. Picture by Céline Lecomte as seen on Flickr http://www.flickr.com/photos/16856065@N03/6540521453/5/13/2012 Going digital – Beliefs, Methodology and Proposals 19
  20. 20. 3 BELIEFS 3.e Authenticity on social media is key Authenticity on social media is key • Cheat or not ? Some brands play undercover, using fake accounts to publish quasi-commercial messages on blogs or forums • Not only is this the opposite of what social media means (transparency, friendliness, long-term community building). • It is also a complete waste of time and money as no ones will interact with such posting. Nobody, in a connected world, would ever believe a newcomer with no history, friends or visible face. Picture of Hammer51012 as seen on Flickr http://www.flickr.com/photos/hammer51012/3012413440/5/13/2012 Going digital – Beliefs, Methodology and Proposals 20
  21. 21. 4 GOING DIGITAL – BELIEFS, METHODOLOGY AND PROPOSALS Methodology a.  Co-creating a social media strategy with you b.  A “constitution” for social media at Goldman Sachs c.  A media and a social media plan d.  Consulting services : at the edge of innovation e.  Schedule 21
  22. 22. 4 METHODOLOGY 4.a Co-creating a social media strategy with you Co-creating a social media strategy with you • A set of interviews with key departments and BU of GS • A benchmark of the best practices of the industry and similar cases • A mapping of the sites and blogs we should be friend with • Success of this key step is the participation and availability of top management • My key asset on this will be the mapping of websites to know your friends and foes, the main issues discussed, and how to find the good position for our editorial and animation practice on social media • Timing should be of 1 to 2 months max Picture of a social media mapping by Martin Pasquier5/13/2012 Going digital – Beliefs, Methodology and Proposals 22
  23. 23. 4 METHODOLOGY 4.b A “constitution” for social media at Goldman Sachs A “constitution” for social media at Goldman Sachs • Charters, guidelines, FAQs and a validation process to publish and interact on social media will give body to the strategy. • This « constitutional » step will allow to know what, when, where and how we’ll do thins on social media, and will ease knowledge transfer to GS teams. • Success of this step is to have a framework for each media and to allow flexibility inside these charters. • My key asset will be these charters, for they allow you to progressively take control on your social media • Timing should be 1 to 2 months max too Picture of Ford social media guidelines http://blog.netnatives.com/wp-content/uploads/2011/10/Ford-Social-Media- Policy.jpg5/13/2012 Going digital – Beliefs, Methodology and Proposals 23
  24. 24. 4 METHODOLOGY 4.c A media and a social media plan A media and a social media plan • Now we want to go live, to show the world we have something to say (strategy) and a place to do so (the tools and platforms). • A media and social media plan based on an existing GS event to get in touch with various audiences (journalists, finance social media, banners, blogger events). It must be short, brutal, massive to be effective and seen • My key asset will be to organize a media/social media plan that covers effectively all your audiences on a short period • Timing should be 2-4 weeks then permanent community management Picture by BirgerKing http://www.flickr.com/photos/birgerking/4719629563/lightbox/5/13/2012 Going digital – Beliefs, Methodology and Proposals 24
  25. 25. 4 METHODOLOGY 4.d Consulting services : at the edge of innovation Consulting services : at the edge of innovation • You’re almost all set, have your word spread and your presence seen by leaders. Now what ? You need to have a consulting service to help you manage the whole project, keep an eye on innovation, provide crisis management whenever needed, gather KPIs to track the performance of your social media presence. • My key asset will be to deliver KPIs and be able to modify on the margin the strategy according to what worked or not • Timing should be during the whole project, with weekly calls and monthly strategic meetings Picture by Max Barners http://www.flickr.com/photos/maximilianbarners/4577720666/5/13/2012 Going digital – Beliefs, Methodology and Proposals 25
  26. 26. 4 SCHEDULE 4.e M1 M2 M3 M4 M5 M6 M7 M8 M9 Strategy Interviews, Benchmark, Mapping Proposal and presentation Charters and experimentation Charters & Process Webdesign / Development Two-week test Media/Social media plan (official launch) Launch (event + ads) Community Management Consulting services Weekly KPI reporting Project Management5/13/2012 Going digital – Beliefs, Methodology and Proposals 26
  27. 27. 5 GOING DIGITAL – BELIEFS, METHODOLOGY AND PROPOSALS A few proposals a.  A 143 y.o social brand (a storytelling) b.  Corporate news and CRM on Twitter c.  Reveal your inner self with the Goldman boys and girls d.  Show me the money (1): the open-data way e.  Show me the money (2): the picture way f.  GS is everywhere. But where exactly ? g.  Social gaming : play it as Goldman Sachs 27
  28. 28. 5 A FEW PROPOSALS 5.a A 143 y.o social brand (a storytelling) A 143 y.o social brand (a storytelling) • A timeline of the history of GS on Facebook will show where you come from, who were your key men and women, and what were your important events. • With some old pics, a few movies and other rich media, you’ll be able to make a good story of a 143 y.o company • We’ll be able in the medium run to develop specific apps for this Facebook page Picture of Manchester United Timeline on Facebook5/13/2012 Going digital – Beliefs, Methodology and Proposals 28
  29. 29. 5 A FEW PROPOSALS 5.b Corporate news and CRM on Twitter Corporate news and CRM on Twitter • A Twitter account with the latest press releases and able to answer common questions. • It will be a good crisis management tool too ! Alternatively, you could decide to become an expert account on financial issues. • Remember, Twitter is said to lie on an interest graph, with people gathering willfully and asymmetrically (when Facebook is based on a social graph with symmetric relationships for most of them) Picture of a few “Goldman Sachs” resulsts on Twitter (English)5/13/2012 Going digital – Beliefs, Methodology and Proposals 29
  30. 30. 5 A FEW PROPOSALS 5.c Reveal your inner self with the Goldman boys and girls Reveal your inner self with the Goldman boys and girls • Have Goldman Sachs employees talk for the brand on social media. • A good and easy way to change the image of the company and make your people participate. • Sweden gives the keys of its official social media accounts to selected citizens Picture of a the actual Twitter account of Sweden http://twitter.com/#!/sweden5/13/2012 Going digital – Beliefs, Methodology and Proposals 30
  31. 31. 5 A FEW PROPOSALS 5.d Show me the money (1): the open-data way Show me the money (1): the open-data way • Where does all your money go, Goldman ? Open-data is a good way to show your money, where it comes from and what you do with it. • An audit of your available data, a clever webdesigner and you’ll be looked through your data, objectively. • More : you can open your data and reward the boldest proposals of a tech community always looking to play with digits Screenshot ofNY City open-data website http://2011.nycbigapps.com/5/13/2012 Going digital – Beliefs, Methodology and Proposals 31
  32. 32. 5 A FEW PROPOSALS 5.e Show me the money (2): the picture way Show me the money (2): the picture way • Show pics of your investment all around the world. Look at what The Boston Globe did with its column “The Big Picture” (86K Twitter followers) • Finance is like a highway : you use it everyday but don’t see anybody working on it. • What if you’d sponsor a few photographs to have daily pics of your investments all around the world ? A Flickr account with connections to your other sites would look good too Screenshot of the Boston Globe “Big Picture” page http://www.boston.com/bigpicture/5/13/2012 Going digital – Beliefs, Methodology and Proposals 32
  33. 33. 5 A FEW PROPOSALS 5.f GS is everywhere. But where exactly ? GS is everywhere. But where exactly ? • Why not a Foursquare and Google Maps account to show the world where your offices are ? • You could also reward users geotagging places they’d like you to invest, and sort the best ones per votes • Geotagged tips could also be a means to show your territory Picture of Foursquare as seen on their website5/13/2012 Going digital – Beliefs, Methodology and Proposals 33
  34. 34. 5 A FEW PROPOSALS 5.g Social gaming : play it as Goldman Sachs Social gaming : play it as Goldman Sachs • Gamification is an important trend in social media, as Chevron showed as soon as 2007 with a SimCity-like game about energy, developed with The Economist • You could build Simcity-like game of portfolio management. • And reward, in hard money or with a position at GS, the best players of each month/industry... Picture of Chevron « EnergyVille » challenge http://www.energyville.com/5/13/2012 Going digital – Beliefs, Methodology and Proposals 34
  35. 35. Martin PasquierBLOG// http://martinpasquier.wordpress.com/MAIL// martpasquier@gmail.comTWITTER// @martpasquierLINKEDIN// http://www.linkedin.com/in/martinpasquier
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