Best Practices For Developing A Corporate Social Media Strategy Jen Mc Clure (Tin180 Com)

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Online Documentation: Socical Media and Internet Trend (http://tin180.com)

Online Documentation: Socical Media and Internet Trend (http://tin180.com)

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  • 1. JEN MCCLURE, EXECUTIVE DIRECTOR Best Practices for Developing a Corporate Social Media Strategy
  • 2. Understanding Social Media & PR
    • Social media are based on Web 2.0 technologies & practices that enable people use to interact with traditional media and to create and share content, opinions, insights, experiences and perspectives
    • Social media can take many different forms, including text, images, audio and video
    • Tools of Social Media Include:
      • Blogs
      • Wikis & Collaborative Tools
      • Podcasts
      • Online Video
      • Social Networking: MySpace, Facebook, LinkedIn
      • Virtual Worlds: Second Life
      • News aggregation Digg , Reddit and Stumbleupon
      • Photo sharing: Flickr and Zooomr
      • Social bookmarking: del.icio.us
  • 3. Understanding the Changing Communications Landscape
      • UGC or CGM results in...
        • A free exchange of opinion and communication
        • A flattening of the organization
        • Conversation trumps digital – requires new skills and allocation of resources
        • Old role of corporate gatekeeper of “the message” is crumbling
        • New ability to communicate and collaborate – to reach across traditional boundaries of geography, function and hierarchy
        • Many more potential external spokespeople
        • Affects corporate culture
        • Affects entire organization
        • Affects brand reputation
  • 4. The Benefits of Social Media for PR
    • Idea-sharing
    • Relationship-building
    • Complement to traditional communications functions & initiatives
    • More open dialogue with key audiences
    • Reputation-building
  • 5. New Skills / New Roles
      • No static messages
      • Listening – Become the ears of your organization, not the mouthpiece
      • Conversation-based
      • Relationship-building-based
      • Enabler of new collaborations, communications and partnerships
  • 6. Big Changes Ahead: New SNCR Research Indicates…
    • Conversational marketing will outpace traditional approaches in next 5 years (SNCR)
    Source: Society for New Communications Research, TWI Surveys, in conjunction with Joseph Jaffe: http://www.newcommreview.com/?p=845
  • 7. Big Changes Ahead…
    • 70% currently spending -2.5% of their communications budgets on conversational marketing
    • 66% plan to increase investment in conversation within the next 12 months
    • 57% project that in 5 years they will be spending more on conversational marketing than traditional marketing
    • 23.8% believe that spending on conversational marketing will be the same as traditional marketing in five years
    • 81% of all respondents project that by 2012 they will spend at least as much on conversational marketing as traditional marketing
    Source: Society for New Communications Research, TWI Surveys, in conjunction with Joseph Jaffe: http://www.newcommreview.com/?p=845
  • 8. Will You Be Prepared?
    • Biggest Challenges
      • Manpower restraints - 51.1%
      • Fear of loss of control - 46.9%
      • Inadequate metrics - 45.4%
      • Culture of their organizations - 43.5%
      • Difficulty with internal sell-through - 35.8%
  • 9. 10 Key Steps to Getting Started
    • Assess your organizational culture and readiness
    • Ask the experts – who in your organization is already engaging in social media
    • Break down organizational silos
    • Develop a social media policy
    • Listen - monitor social media
    • Identify your goals and the right tools & channels
    • Implement social media internally as a first step
    • Use key learnings to expand initiatives
    • Understand that patterns of influence are changing – new communications channels call for new approaches
    • Monitor and measure
    Society for New Communications Research
  • 10. Best Practices for Social Media Policy Development
    • Six Key Factors:
      • Culture
      • Trust
      • Training
      • Transparency
      • Accuracy
      • Comments
    Source: Journal of New Communications Research V. II / Issue 1
  • 11. Best Practices for Social Media Policy Development
    • Use the existing employee communications guidelines as a foundation
    • Collaborate to develop and widely distribute new guidelines
      • Include company bloggers in the process
      • Consult with the legal, HR and employee communications departments
      • Get buy-in from executive management
    • Conduct a tool assessment – choose a platform or allow employees to choose their own
    • Develop a comments policy
      • Respond to comments / Create a feedback loop
    Source: Journal of New Communications Research V. II / Issue 1
  • 12. Best Practices for Social Media Policy Development
    • Be prepared for and allow constructive criticism
    • Openly acknowledge mistakes
    • Respect your audience
    • Respect competitors
    • Remember that communications affect revenue recognition
    • Don’t blog anonymously - Identify yourself
    • Include citations and sources
    • Don’t break confidentiality
    • Manage the pace of adoption
  • 13.
    • Our new role must involve:
      • Conversation replaces stringent messaging
      • Learning to use new communications tools effectively to listen and participate in conversations
      • Expanding the number of communicators in our organizations
      • Empowering colleagues across all disciplines to have a voice
      • Allowing for relationships to develop organically across all levels of the organization
      • Relationship-building
      • Blog, Podcast, Produce Video, Create an Online Community
    Redefining the Role of PR
  • 14. Resources
    • Education
      • Society for New Communications Research
        • Journal of New Communication Research ( http://www.sncr.org/journal )
      • The New PR Wiki ( www.thenewpr.com )
      • Join the Conversation, Joseph Jaffe
      • The Cluetrain Manifesto, Christopher Locke, Rick Levine, Doc Searls, and David Weinberger
      • Naked Conversations, Shel Israel & Robert Scoble
      • The New Influencers, Paul Gillin
      • The Corporate Blogging Book, Debbie Weil
      • S trategies & Tools for Corporate Blogging, John Cass
      • Corporate Conversations, Shel Holtz
      • How to Do Everything With Podcasting, Shel Holtz & Neville Hobson
      • Now Is Gone: A Primer on New Media for Executives and Entrepreneurs, Brian Solis & Geoff Livingston
  • 15. For more in-depth education
    • The Society for New Communications Research is a nonprofit global think tank dedicated to the advanced study of new media and communications and their effect on traditional media, professional communications, business and society.
    • www.sncr.org
    • (650) 331-0083
    • [email_address]
    • Visit our blog at:
    • New Communications Review
    • www.newcommreview.com
    • Journal of New Communications Research :
    • www.sncr.org/journal