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Organization models for social media
 

Organization models for social media

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Organization models for social media
- What is a good organization model for a mid size company, implementing a social media engagement strategy?
- How one person can make a difference in an SMB organization!

Challenge:
How can a “social media campaign” actually be successful if the rest of the company does business as usual? Many social media “strategies” are really just some tactical ideas with little impact to the business success. Consultants get fired and careers stale due to some basic lack of understanding. A company with more than 20 people need to think through the organizational implications.

Objective
This webinar shall give you the foundation and the most important insight to to setup a good organization model to successfully engage with customers, prospects, new customers and partners through social media.

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  • please email file , thanks a lot
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  • ComStar the organisational model for social media, that's what an agency can't give a corporate client! Nice concise summary of today's position. I like slide 17 which explains why you can't outsource it, and 20 the phases of growth of social media in a firm, and then of course love the business methodology framework slide 26 that's the nail in the coffin of the tools-upwards approach.
    Walter Adamson @g2m
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  • Next Knowledge & Career Webinar Social Media Methodology Round Table #2 NCP Model Friday, January 22, 2010 from 11:00 AM - 12:00 PM (PT)

    http://www.socialmedia-academy.com/blog/index.php/us-program/knowledge-series/ncp-methodology/
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  • good and clear picture of impact and benefits for organisations
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  • Thanks everyone for talking about this ppt.

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    'Organization models for social media' is being talked about on Facebook more than any other document on SlideShare right now. So we've put it on the homepage of SlideShare.net (in the 'Hot on Facebook' section).

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    Organization models for social media Organization models for social media Presentation Transcript

    • Organization models for social media
    • Speaker Introduction
      Axel Schultze is the founder and president of the Social Media Academy. He is an accomplished entrepreneur and experienced executive in the fields of social media, Software as a Service and global alliance management. He is an author, chaired Groups in industry associations and won the SF Entrepreneur Award in 2008.
      Axel SchultzePresident
      XeeSM.com/AxelS
    • Elevate your point of view for the next 50 minutes
      Get away from the tools, blogs, campaigns and the other noise and elevate your point of view
      Take off and have a look at the social media world from outer space.
      Get a holistic view, let’s think business, implications and the consequential development.
    • Let’s start with YOU, ME, all of us
      When you select a brand or product
      You read blogs
      You check forums or online groups
      You get some feedback in Twitter or other tools
      You ask friends in your social network
      When you are “ready to buy” your brand and product decision is pretty much set in stone
      Most of us ignore advertising
      Most of us dismiss cold calls
      Most of us through mail in the waste basket
      Most of us have spam filters
      Most of us have changed
    • Now let’s look at our companies
      The current way of doing business:
      Buy contact lists, do mail shots
      From small Google ads to bill boards
      Augment lead generation with cold calls
      Qualify, engage, try selling …
      Compete harder then ever – lower profits than ever
      Lead flow dried out
      The previous slide indicated: A brand decision is made before a sales process even began.
      A huge disconnect between company and market
    • Why social media IS NOT marketing
      Why it appears so: Because marketing is the only budget an average social media “expert” can tap into.
      Why it is not:
      The most asked question: “Has anybody experience with…”
      The second most searched term: “I have problems with…”
      Customers want to talk to real people – not to a “campaign”
      Customers have something important to say and need somebody to listen
      Customers have a voice that an operations manager should be able to hear
    • Social media is where customers meet customers forexperience, skill development, failure prevention…
    • Social Media Stories / Cases
      Domino Pizza– Video causing disaster
      Mattel – Mother’s feedback – Awareness
      Starbucks – Customer Co-Creation of business
      Burger King – Attention Deficit – Drop your friends
      Blend Tec – Video Clip – Awareness
      Dell – Holistic approach - Revenue
      LinkSys – customers help customers – support cost
      Cisco – Partner Engagement
      Skittles – Lot of noise – but new business?
      eBags – Product Quality Engagement +30%
      Salesforce.com – Idea Exchange
      The larger portion of social media engagement is based on a tactical marketing idea – rather than a customer experience driven holistic business strategy.
    • Social Media A strategic approach
    • A strategic Model
      Assessing what your customers, partners and the market has to say
      Analyze your strength and weakness, opportunities and threats
      Develop a strategy based on your findings
      Create a plan to execute the strategy
      Build out an organizational structure that allows you to actually execute the strategy
      Measure, model and tune your progress and results
    • Most likely corporate social media scenario
      Company need to be more approachable and provide better touch points for customers and prospects
      Service response time and quality is not satisfactory – need improvements
      Product features do not exactly match what customers really want
      Overly advertised products do not meet expectation
      Product availability does not match consumer requirements
      The social media requirements span everything from support, product definition, availability, sales, marketing and business approachability.
    • Developing a social media strategy
      10 Questions to ask for forming a profound social media strategy
      What is the purpose of the engagement?
      What are the main topics in the eco system?
      What are the top goals of our customers?
      What are our partners doing?
      Which internal groups need to be involved?
      What benefits can we offer?
      What will we need to do to achieve our and our customers objectives?
      How will we leverage our team, partners and other resources?
      What tools and places are important?
      How will we measure progress and success?
      Don’t walk because it is too complex – make it work
    • Cross functional Social Media engagement
      Product Management
      Connect with the market, listen to customers, give them part ownership, co-create what they want
      The most economic way to introduce a new product
      Support Group
      Augmenting support forces with engaged customers is more powerful and less costly than an outsourced call center and improves the customer experience
      Logistics and Procurement
      Trend analysis through a vast open network - think of the implication to procurement
      Sales
      Social selling is theoretically not new – yet with the new tools we see an 5X in productivity increase over traditional outbound sales calls
      Marketing
      The biggest change in marketing history – don’t market INTO but WITH your ecosystem
    • What are we talking about
    • Managing a community
      180 large farmers in Brazil
      Over 500 groups and communities
      800 US Customers
      It takes probably 1-3 people in different countriesto properly engage and leverage that ecosystem
      Over 500 groups from New Holland
    • Social Media Leverage IS Orchestration, big time
      Managing an ecosystem of thousands of customers and hundreds of partners with hundreds of team mates requires some planning
      Topics, timelines, sentiments and news need to be covered and at the same time company news, product launches, product updates, technology introductions, organizational changes need to be orchestrated
      AGAIN: Customer Service, Support, Product Management, Sales, Procurement…
    • STOP !!!!
      You cannot tweet and chat with your customers without the involvement of sales
      You cannot discuss topics in a forum without the involvement of your support team
      You cannot have a product feature dialog without the participation of your product managers
      You cannot explore trends and demands without the inclusion of your procurement department
    • Social Media An organizational challenge
    • From a vertical to a horizontal structure
      PAST
      A small group maybe in marketing focusing on social media “doer”
      Managing the social media places and spaces and engaging with the communities
      Posting blog posts, dealing with comments and taking care of the communities
      The rest of the organization continues with business as usual
      FUTURE
      The Social Media Service Team (ComStar™)
      Works as an internal service team supporting all relevant departments
      The whole organization develops a more connected approach organically
    • Social Media Growth
      Phase I
      A few people blog, tweet, random noise
      A “strategy” evolves based on some social media marketing ideas
      Phase II
      Lack of impact elevates the topic and some major social media campaigns get developed
      The rest of the company does “business as usual”
      Phase III
      Lack of impact – or worst – negative impact brings the engagement to a complete review
      A cross functional engagement strategy is on the agenda – social media rock stars are questioned
      A structural shift from isolated blogging and tweeting social media teams – to a social media service group.
    • Social Media Team Responsibility
      The social media teams may grow and have different objectives, tasks, responsibilities and support different departments
      Social relationships are like assets and other values and need to be treated that way
      Like Finance and IT, the Social Media Team will service all aspects of an organization’s ecosystem
      The core responsibilities include:
      Initial and ongoing assessment
      Managing the social media strategy
      Orchestrating internal and external resources around the demand of the ecosystem
      Managing and reporting progress and objective achievements
    • Organization Size
      Social media team considerations for different company sizes:
      Small business 20-100 employees
      SMT most likely 1-3 people
      SMB 100-1,000 employees
      SMT most likely 3-6 people
      Enterprise > 1,000 employees
      Country organizations
      Product line or brand organizations
      SMT may grow to 500+ people
      It’s probably all initiated by one person!
    • Tools Selection – What makes sense for business
      ONLY IF WE KNOW:
      What customers want
      What the objectives are
      How support needs tobe involved
      What role PM plays
      How sales will get engaged
      How marketing will be involved
      What our strategy is…
      THEN WE SELECT THE APPROPRIATE TOOLS AND ENGAGE
    • Reporting – Reporting - Reporting
      Network size
      Connection strength
      Influence
      Social Capital
      Sentiment
      Communication frequency
      Authority level

    • Methodical approach versus a “campaign”
      Objective driven “Creating a better business experience for the respective eco system”
      Methodical assessment of the social landscape, customers, prospects, influencer, sentiments, brand presence, partners and competitors.
      Creating a strategy, a media plan, using tools and frameworks to make that possible for an enterprise
      Developing a strategic social media service organization
      Result: Turning a company into a well recognized, approachable, and highly competitive organization!
    • Some of the key methodologies (5 out of 7)
      Four Quadrant Assessment Methodology
      Customer, Brand, Partner, Competition
      Hexagon Strategy Framework
      Goals, Mission, Benefits, Action, Programs, Reporting
      NCP Model
      Network – Contribution – Participation
      ComStar Organization Model
      A Social Media Service Architecture
      Advocacy Driven Engagement Model
      Advocacy is the currency for customer satisfaction and business success
    • The new social media manager
      Start with an assessment for the eco system you are currently responsible
      Share it with others and help them do the same
      Develop a strategy that makes sense for the customers
      Again work with others and guide and support them
      Help the respective departments to understand that they need to remain responsible and keep control
      Develop a position of guidance and support, with ongoing monitoring you help the company to stay on top of things.
      Build your position on proven methodologies
    • Social Media AcademyLeadership Class
    • The Key Elements Of The Leadership Class
      Cross functional business approach
      Social media assessment method
      Social media strategy framework
      Functional social media in sales, marketing, support, HR, logistics, product development
      Tools, places & communities
      Detailed presence & execution plan
      Reporting & analytics
      Budgets, resources, ROI
      Corporate organization strategy
      Consulting & team building
      MethodsModelsFrameworks
    • Leadership Class Details
      Online Entrance Examination (required)
      All sessions are instructor lead online classes
      US Morning Session 08:00 AM (PST)
      US Evening Session 05:00 PM (PST)
      EU Session starting 16:00 (BST) London time
      AU Session starting 10:00 AM Sydney Time
      Classes are 20 – 25 people max
      Leadership Class, $3,195 /AU$3,920 / £1,960*
      Admission at: http://www.socialmedia-academy.com payment: paypal or credit card
      * = Gold Member
    • Social Media Academy Team
      Axel Schultze
      Marita Roebkes
      John Todor
      Adrienne Corn
      Walter Adamson
      Kevin Mannion
    • Social Media Academy Alumni
      Xeesm.com/KM
      Xeesm.com/LaureenEarnest
      Xeesm.com/MikeDubrall
      Xeesm.com/NancyChou
      Xeesm.com/TomSwift
      Xeesm.com/SusanRice
      Xeesm.com/CatherineSherwood
      Xeesm.com/MarkEldridge
      Xeesm.com/ElsomEldridge
      Xeesm.com/SteveGasser
      Xeesm.com/MatthiasBeckman
      Xeesm.com/MatsonSparling
      Xeesm.com/WendySoucie
      Xeesm.com/LisaRobb
      Xeesm.com/RMarkMoore
      Xeesm.com/BarbaraDaniels
      Xeesm.com/SpecialeXeesm.com/LamiaLee
      Xeesm.com/BoughtyXeesm.com/Walter
    • ThankYou
      (650) 384-0057
      info@socialmedia-academy.com
      © 2009 Social Media Academy. All rights reserved. This content is protected under the copyright law of the United States. It is prohibited to make full or partial copies or extractions of this documentation without the explicit written approval from the Social Media Academy.
      All materials contained herein are the property of the Social Media Academy and its faculty and may only be used, by an enrolled student for his or her own educational benefit.
      Social Media Academy | 228 Hamilton Ave. | Palo Alto, CA 94301 | (650) 384-0057
    • About
      The Social Media Academy is an education and research institute providing education for business professionals from all industries on how to best apply social media to their respective businesses. The main emphasis is to help business managers and consultant to get a comprehensive education on Social Media, including strategy development, planning, execution, tools, resources ways to report and analyze development and success and help understand the evolutionary changes in our society. As part of the educational development, the Social Media Academy conducts research exploring the ongoing changes in the field and support the continuous learning process as well as monitor ongoing changes in the field.
      The main course is the institute’s leadership class which focuses on how to plan, implement and engage with social media in all business areas including marketing, sales, product development, service & support, logistics, administration and engineering.
      The Social Media Academy is based in Palo Alto, California. For more information go to http://www.socialmedia-academy.com