Social Strategist Satellite 11-7-2011

How to Launch Your Social Strategist Satellitefrank files// © frank., llc | areyoufrank.com

Orbit.Collect. Transmit.With social business tools exploding inside and outsideof organizations, a lot has been published about what ittakes to be a successful social media strategist – theperson who leads a company’s integrated approach toachieving deeper conversations, community, andcollaboration with customers and employees. Head-hunter secrets: http://bit.ly/hg89EO Social strategist infographic: http://on.mash.to/nMqM0s Earn a social media master’s degree: http://bit.ly/978ifYAll of which inspired frank to brainstorm how we’vehelped clients with their social strategies over the years.In fact, in a clear, collaborative way, frank functions astheir social media satellite: we orbit their brand, collectquantitative and qualitative data, then transmit all of thatinformation back to the client and target audiencesthrough the right channels. © frank., llc | areyoufrank.com

launch your social success with your social satellite frank’s Social Strategist Satellite was developed (see p. 12 for a full-page version) to create a strategic space to honor new business dichotomies and keep our attention on the practices needed to master them. The yin and the yang of social business challenges our personal and professional development in many new ways. No resting on your laurels! As the model suggests, we all need to stretch ourselves and open up to new ways of personal transformation, team collaboration and customer interactions. Before we explain each of the areas, let’s check out an example of frank’s own Social Strategist, John Nielson. He’s completed his social satellite for an example of how to use this tool. © frank., llc | areyoufrank.com

As frank’s co-founder leading frank’s marketingstrategies, John Nielson’s social satellite is shown tothe right … (see p. 13 for a full-page version)Beginning in the center and working outwards, Johnmapped out how he works the space for frank,identifying the values, strategies, tools, books andexperiences that are most important to his success.He says: “The Social Satellite helps me orbit aroundall the right activities. If I’m off balance in one area ofmy work, I look at my satellite to see where I shouldre-calibrate. It works great for me because it’s values-based, that is, it helps me extend my personalconnection to the brand in many dimensions thatbenefit our business and myself, personally.”Exactly what do his doodles mean? Let’s find out … check out John’s social satellite © frank., llc | areyoufrank.com

frank’s core is about “creating brands that shine from the inside out.” Johnco-founded frank so he has an innate understanding of the brand and thebusiness, essentials you’ll need to learn or revisit for your brand.The more social you can make the process of connecting with your brand’score, the better. A tip? CMOs and CIOs are starting to hang out at HappyHour together. Consider buying the first round to make new friends amongyour colleagues, business partners and customer community.Sure there’s probably a brand playbook you can study. But remember,we’re talking about building a more successful social brand here. So reachout personally, be vulnerable, have some fun and start modeling the brandcharacteristics you want others to help with down the road. 1. connect to your brand’s core © frank., llc | areyoufrank.com

2. connect to your personal coreThis is critical because you want to align your passions with whatthe brand stands for. That way you can engage in personal waysthat give richness and depth to the work you do. A bonus feature ofdoing what you love: you’ll do more of it! Which is really importantwhen it comes to generating, smart, fresh content over time.John used “Personality Poker” by Steve Shapiro to define hisstrengths. You can use the results from any personality test:Myers-Briggs, DiSC, PSI, Birkman – even your Rorschach inkblot!Once you lock into your own personal core, ask your team-members to do the same. You’ll find some people hate to publicallypublish their voice. Others will love it. Some will be social animals.Some, data geeks. You’ll need them all for integrated success!Connect each team member to the social-business task that mostaligns with who they really are: it’s the best way to producepassionate results over the long haul. © frank., llc | areyoufrank.com

3. listen & mentorNew social media monitoring tools come out every day: John’s satellitementions tools like Klout, Addict-o-Matic and Blog Pulse. There’s noshortage of powerful ways to listen in on and quantify the conversationsabout your brand or company. Once armed with those insights, you canthen (and only then!) mentor others about the wisdom of your brand’scrowds and how you stay connected to it.But, ahem, listening doesn’t come naturally to everyone. So take theopportunity to coach those who are open to deeper listening. Mentoring isthe opposite pole of Listening, so develop your coaching skills about usingtechnology to listen more effectively.Leaders at all levels of your organization are hungry for better businessintelligence that drives actionable new ideas. Glean new insights throughsentiment analysis, crowdsourcing and being active in your brand’s keysocial networks. Then translate those insights into business benefits fordecision makers.Social business success can be summarized in a simple truth: give of yourattention and time to others; people will give you honest, brilliant feedback.Maybe that’s always been true. But today, that process is hugely scalable! © frank., llc | areyoufrank.com

4. measure & evolveSocial ROI for senior leadership is a given. Creatively reframing, redefining and refining these measurements is a newart for you to master. Introduce and explain how Return on Involvement, Interest, Insights, Innovation can pay off foryour company. Then make sure you create a way to track and link those concepts to tangible business benefits.Gather and celebrate a few of those examples and you’ll attract a lot of support to replicate your model!You also need to learn about change management: how people respond to change and evolve individually and withina culture. You can’t put that on a spreadsheet but it’s your job to help leadership understand the quirky, dynamics ofhuman transformation. That’s what will make or break your social business success. © frank., llc | areyoufrank.com

5. write & readTwo sides of the same coin. Read those who have publishedand be sure to openly publish your own point of view.Your goal is to activate the process; tocreate a swirl of conversation, discussionand connection that orbits around yourbrand and all the places wherepeople are talking about yourbrand.So connect with thoseyou’ve read about. Postopinions about their opinions. frank’s blog is a great place toTie these conversations to share our frank point of view... asyour brand’s point of view, are conversation hubs like ALLTOP.composition in the marketplace or Done passionately and regularly, you’ll organicallycustomer insights. produce an amazing amount of valuable marketing material in a very short period of time. (With a lot of help from others!) That’s just how it works when it’s working well. © frank., llc | areyoufrank.com

6.&lead create Successful social business leaders put themselves out there. Parker Palmer said “people grant authority to those who are authentic.” There are many new values to back as a champion of social business success. Based on your Personality Core, stake your claim to a few differentiated business values and make it clear that those are the ones you stand for. Naturally, back that up with action, results andAnd never stop recruiting new blood a frank, regular report onto the cause! Create and promote open how the journey’s going.space for new conversations, new subject- You’ll soon become a go-to,matter experts and new social strategies to credible voice throughout yourblossom. At the heart of it, social business really organization.is perpetual beta. If this frankfile inspires you to makeone commitment about anything, make it about standing (Check out how frank is doing thisfor the open loop of emergence, collaboration and innovation. through becoming Champions ofThat’s the stuff of which the new universe of social business Change … and, as always,success is made. co-creators!) © frank., llc | areyoufrank.com

findfollow with connect frank @rufrank / www.areyoufrank.com facebook.com/frank.minneapolis john@areyoufrank.com © frank., llc | areyoufrank.com

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Social Strategist Satellite 11-7-2011

by frank on Nov 07, 2011

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Social Strategist Satellite 11-7-2011 — Presentation Transcript