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


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

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