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
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.
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 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
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?
The Starter KitWhat every organization should have before getting Social: Metrics Dashboard Playbook Policy Strategy Crisis Response
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
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
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
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
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.
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.
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/
Got ques)ons? Holla at us! Laura Ciocia Senior Digital Strategist I Everywhere® firstname.lastname@example.org @msciocia / @beeverywhere www.beeverywhere.tv Erica HarReld VP, Digital Produc/on I Everywhere® email@example.com @theideamaker / @beeverywhere
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