IABC webinar feb15 2011

540 views
489 views

Published on

Social media's transformation of the corporation and it's impact on PR. Presented by Jennifer Houston, President, Waggeneredstrom Worldwide, Studio D

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
540
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

IABC webinar feb15 2011

  1. 1. SOCIAL MEDIA’S TRANSFORMATION OF THE CORPORATION<br />AND ITS IMPACT ON PR<br />Jennifer Houston, President, Waggener Edstrom Worldwide, Studio D™ <br />02/15/11<br /> @jhouston89<br />
  2. 2. 1:1:MANY<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  3. 3. HOW PEOPLE WANT <br />INFORMATION IS CHANGING<br />Transparency<br />IS THE NEW HOLY GRAIL<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  4. 4. THE SOLUTION:<br />RADICAL<br />TRANSLUCENCY<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  5. 5. EMPOWER<br />VS.<br />POLICE<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  6. 6. WHAT DOES THE<br />COMMUNICATIONS ORGANIZATION<br />OF THE FUTURE LOOK LIKE?<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  7. 7. BUSINESS<br />UNITS<br />HR<br />EXTERNAL<br />STAKE-<br />HOLDERS<br />NEW<br />MEDIA<br />HUB<br />TEAM<br />BUREAUS <br />PROVIDE<br />Content<br />MARCOMM<br />CSR<br />NEW MEDIA<br />HUB TEAM<br />PROVIDES<br />Governance<br />Best Practices/Policies<br />Training/Content Guerrillas<br />Content Strategy/Templates<br />INTERNAL<br />COMMS<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  8. 8. HOW<br />DO WE GET THERE?<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  9. 9. STEP 3<br />ALIGN<br />PROCESSES<br />STEP 1<br />ANALYZE<br />SITUATION<br />STEP 2<br />DEVELOP<br />STRATEGY<br />DIGITAL<br />FOOTPRINT<br />ANALYSIS<br />TARGET<br />AUDIENCE<br />RESOURCE<br />ASSESSMENT<br />Are the appropriate number and types of people involved in the process?<br />How does content and engagement happen now, who is responsible, what is the process?<br />SEARCH<br />FOOTPRINT<br />ANALYSIS<br />BUSINESS<br />OBJECTIVES<br />WORKFLOW<br />DISCOVERY<br />SOCIAL INFLUENCE system<br />Who needs to be informed of new content and social engagements, what is the process, where does the governance live?<br />DIGITAL<br />ASSET<br />AUDIT<br />DIFFEREN-TIATORS<br />GOVERNANCE<br />FLOW<br />PROCESS<br />DISCOVERY<br />SUCCESS<br />METRICS<br />WORKFLOW<br />OPTIMIZATION<br />Where can we create efficiencies to cut down on manual labor?<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  10. 10. Step four: ALIGN & FILL THE STORY CONTENT PIPE<br />BUSINESS<br />UNITS<br />EXTERNAL<br />STAKE-<br />HOLDERS<br />HR<br />CONTENT<br />PIPE<br />SOCIAL INFLUENCE system<br />BUREAUS <br />PROVIDE<br />Content<br />MARCOMM<br />CSR<br />NEW MEDIA<br />HUB TEAM<br />PROVIDES<br />Governance<br />Best Practices/Policies<br />Training/Content Guerrillas<br />Content Strategy/Templates<br />INTERNAL<br />COMMS<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  11. 11. MEASUREMENT<br />REACH<br />FOLLOWERS,<br />PAGE LIKES<br />WEB ANALYTICS<br />INSIGHTS<br />CONTENT IN THE PUBLIC SPHERE ACROSS MULTIPLE CHANNELS<br />WHO<br />IS INFLUENCING THE CONVERSATION?<br />WHAT<br />CONTENT IS RESONATING AND WHY?<br />HOWCAN THE STRATEGY BE ADJUSTED FOR<br />IMPROVED<br />RESULTS?<br />ENGAGEMENT<br />RTs, REPOSTS,<br />SHARES<br />COMMENTS, REPLIES,<br />QUESTIONS,<br />HASHTAGS, LINKS<br />AUDIENCE<br />MEASUREMENT & INSIGHTS<br />Social influence system<br />RESONANCE<br />USER SENTIMENT,<br />VOTES, <br />CONTENT LIKES,<br />COMMENT<br />SENTIMENT<br />BASELINE<br />ANALYTICS<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  12. 12. AGGREGATE<br />AND AMPLIFY<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  13. 13. <ul><li>Corporate social media channels
  14. 14. Social media hub team
  15. 15. Editorial processes and guidelines
  16. 16. Content governance processes
  17. 17. Social content creation and dissemination training
  18. 18. Centralized measurement
  19. 19. Real-time monitoring and engagement processes
  20. 20. Escalation protocols</li></ul>Sounds easy, right? <br />Toolkit for the corporation 2.0 <br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  21. 21. 3 quick hits:<br />Establish a social media governance team and charter.<br />Train and empower employees to represent the brand on social media.<br />Add an amplification strategy to every communications plan.<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  22. 22. THANKYOU<br />JHOUSTON@WAGGENEREDSTROM.COM<br />TWITTER: @JHOUSTON89<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />

×