Social
Biz
101
A
prac/cal
guide
for
ge5ng
started
in
Social
Media.
Presented
by:
Everywhere®
Created
by:
Laura
Ciocia
/
@m...
Love it Or Hate it, Social is Here to Stay.
Just the Facts…  8 out of 10 of online Americans between the ages of 18 and 35 nowuse social networks.  52% of Americans...
Brand Usage  79% of Fortune 100 companies use Twitter, Facebook, YouTube or blogs to communicate with customers, with     ...
Global Fortune 100’sInfographic courtesy of: Flowtown / Data: Burson-Marsteller
Yet despite all that usage…*66% of companies admit to nothaving a Social Media strategy.**69% of companies worldwidedon’t ...
The Public Side of Social Media #Failures
The Private Side…THIS is where theREAL SocialMedia disastersare happeningas mostorganizationscontinue to divein nose first...
Social Isn’t For Everybody (At least not yet).
So please, before you jump in… Make sure you can answer YES to the following: #Can you clearly identify goals and expecta...
The Starter KitWhat every organization should have before getting Social:                 Metrics
                Dashboar...
The Starter KitPolicy: Guiding principles for Social Media communication            on personal and external platforms.Key...
The Starter KitCrisis Response: An organization’s plan for handling crisis in               the context of Social Media. K...
The Starter Kit The Playbook: A framework for how Social Media will bemanaged, planned and implemented within and on behal...
The Starter Kit  The Strategy: The why, when & where of implementing a     Social Media plan on behalf of your organizatio...
The Starter KitMetrics Dashboard: A customized suite of tools for listening,     engaging and analyzing the Social Media b...
There’s no such thing as foolproof…As long as humans powerSocial Media, there’s noway to positively ensurethat mistakes wo...
ResourcesDatabase of Governance Policies        FTC
Guidelines
http://socialmediagovernance.com/      h[p://www.Sc.gov/opa...
Got
ques)ons?
Holla
at
us!
Laura
Ciocia
Senior
Digital
Strategist
I
Everywhere®
laura@beeverywhere.tv
@msciocia
/
@beevery...
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Social Biz 101

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How to build a strong foundation of policies, procedures and plans to help ensure effective Social Media practice on behalf of your brand/organization.

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Social Biz 101

  1. 1. Social
Biz
101
A
prac/cal
guide
for
ge5ng
started
in
Social
Media.
Presented
by:
Everywhere®
Created
by:
Laura
Ciocia
/
@msciocia
Senior
Digital
Strategist
www.beeverywhere.tv
@beeverywhere

  2. 2. Love it Or Hate it, Social is Here to Stay.
  3. 3. Just the Facts…  8 out of 10 of online Americans between the ages of 18 and 35 nowuse social networks.  52% of Americans have a profile on Facebook, Linkedin, MySpace orelsewhere.  48 percent U.S. consumers over the age of 35 are now on social media.  The average Twitter user is 30, the average Facebook user is 38 and theaverage LinkedIn user is 40, though each channel shows usage acrossages.  78% of customers trust peer recommendations on sites.  47% of Social Media users join brand communities.  Nearly 20% of marketing dollars will go to Social marketing in 5 Years.*The CMO Survey”, from Duke University’s Fuqua School of Business and the American MarketingAssociation., Pew Research
  4. 4. Brand Usage 79% of Fortune 100 companies use Twitter, Facebook, YouTube or blogs to communicate with customers, with Twitter being the platform of choice.90% of Inc 500 companies report using at least one social media channel.
  5. 5. Global Fortune 100’sInfographic courtesy of: Flowtown / Data: Burson-Marsteller
  6. 6. Yet despite all that usage…*66% of companies admit to nothaving a Social Media strategy.**69% of companies worldwidedon’t have a formal Social MediaPolicy regarding employee use.***84% of companies worldwidedon’t have a Crisis Responseplan.*75% of companies said that theydont know where their customersare talking about them.*Harvard Business Review,**Manpower, ***Gartner Communications
  7. 7. The Public Side of Social Media #Failures
  8. 8. The Private Side…THIS is where theREAL SocialMedia disastersare happeningas mostorganizationscontinue to divein nose firstwithout plans,procedures orpolicies in place.
  9. 9. Social Isn’t For Everybody (At least not yet).
  10. 10. So please, before you jump in… Make sure you can answer YES to the following: #Can you clearly identify goals and expectations? #Do your goals/expectations align with your budget/bandwidth? #Who will have ownership of your channels/campaigns? #Have you invested in education for yourself & your team? #Are you prepared to be transparent and give up some “control”?And last but not least…… Are key decision makers/senior management on board & readyto embrace a Social business?
  11. 11. The Starter KitWhat every organization should have before getting Social: Metrics
 Dashboard
 Playbook

 
Policy
 Strategy
 Crisis
Response

  12. 12. The Starter KitPolicy: Guiding principles for Social Media communication on personal and external platforms.Key
Components:
‐Social
‘Rules
of
Engagement’
for
Employees
‐Disclosure
Policy
‐FTC
Guidelines
‐Official
Spokespersons
‐Blog
CommenFng
Policy
‐Ownership
of
“policing”
efforts Cartoon by: www.tomfishburne.com
  13. 13. The Starter KitCrisis Response: An organization’s plan for handling crisis in the context of Social Media. Key
Components
 ‐Crisis
IdenFficaFon/ClassificaFon
 ‐Key
stakeholders/required
sign‐off’s
 ‐Response
protocols
 ‐Messaging
strategy
 ‐Timeline

  14. 14. The Starter Kit The Playbook: A framework for how Social Media will bemanaged, planned and implemented within and on behalf of an organization. Key
Components:
 ‐IdenFficaFon
of
stakeholders
 ‐Roles/ResponsibiliFes
 ‐EducaFon/Training
 ‐IntegraFon
with
other
 departments

  15. 15. The Starter Kit The Strategy: The why, when & where of implementing a Social Media plan on behalf of your organization.Key
Components:‐Goals/ObjecFves
‐Target
Audience
‐Timeline
‐Budget
‐Success
Metrics
 Cartoon by: www.tomfishburne.com
  16. 16. The Starter KitMetrics Dashboard: A customized suite of tools for listening, engaging and analyzing the Social Media based conversations about your brand.Key
Components:
 Analyze
Listen:
ConversaFon
ShiSs,
ReputaFon
Management,
Feedback.
Engage:
Campaign
Management,
 Engage
Response
RaFos,
Influence,
Content
InteracFons.
 Listen
Analyze:
PlaXorm,
Brand,
Campaign
and
CompeFtor
Analysis.


  17. 17. There’s no such thing as foolproof…As long as humans powerSocial Media, there’s noway to positively ensurethat mistakes won’t bemade.That said, having plans,policies and procedures inplace can significantlymitigate a brand’s risk level.And when mistakes dohappen, organizations are So ask yourself, can your brandprepared to respond afford to take the risk?thoughtfully andstrategically.
  18. 18. ResourcesDatabase of Governance Policies FTC
Guidelines
http://socialmediagovernance.com/ h[p://www.Sc.gov/opa/2009/10
 policies.php endortest.shtm
Social Readiness Checklist Blogs
http://www.charleneli.com/resources/ checklist-for-social-readiness/ h[p://socialmediagovernance.com/blog/
http://www.slideshare.net/ h[p://www.britopian.com/
 jeremiah_owyang/social-strategy- gettingcompanyreadyapr14final Books
 Open
Leadership,
Charlene
Li

Metrics/Analysishttp://www.socialbusinesstoday.net/ The
NOW
Revolu/on,
Amber
Naslund
 2011/05/top-20-social-media- Socialnomics,
Erik
Qualman
 monitoring-vendors.html Smart
Business,
Social
Business,
Michael
Brito
http://www.socialmediaexaminer.com/how- to-build-a-free-social-media- monitoring-dashboard/
  19. 19. Got
ques)ons?
Holla
at
us!
Laura
Ciocia
Senior
Digital
Strategist
I
Everywhere®
laura@beeverywhere.tv
@msciocia
/
@beeverywhere
www.beeverywhere.tv
Erica
HarReld
VP,
Digital
Produc/on
I
Everywhere®
ediddy@beeverywhere.tv
@theideamaker
/
@beeverywhere

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