Social media: balancing risk and control

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Talk in Sydney, November 2013 about balancing risk and control in social media for business

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Social media: balancing risk and control

  1. 1. Social media Balancing risk and control Kate Carruthers Nov 2013
  2. 2. ~50% of Australians are using Facebook http://www.socialmedianews.com.au/social-media-statistics-australia-may-2013/ Nov 2013 © 2013 Kate Carruthers 2
  3. 3. ~4 million Australians are on LinkedIn http://press.linkedin.com/News-Releases/305/LinkedIn-India-Crosses-the-20-Million-Member-Milestone Nov 2013 © 2013 Kate Carruthers 3
  4. 4. 39 million people aged 65+ using http://www.forbes.com/sites/sap/2013/05/20/the-overlooked-social-media-marketing-for-senior-citizens/ Nov 2013 © 2013 Kate Carruthers 4
  5. 5. Each one of these is used by business http://exchange.telstra.com.au/?p=25416 Nov 2013 © 2013 Kate Carruthers 5
  6. 6. http://exchange.telstra.com.au/?p=25416 Nov 2013 © 2013 Kate Carruthers 6
  7. 7. https://www.vividwireless.com.au/mobile-data-usage-in-australia Nov 2013 © 2013 Kate Carruthers 7
  8. 8. Implications for business Nov 2013 © 2013 Kate Carruthers 8
  9. 9. Business context •  Democratisation of communication •  Inversion of power relationships •  Communication production in hands of many •  Growth in peer-to-peer •  Mobile Nov 2013 © 2013 Kate Carruthers 9
  10. 10. Business context •  Mobile generation: – Assumes access to any resources – Online – On demand – Real time – Anywhere – Any device Nov 2013 © 2013 Kate Carruthers 10
  11. 11. Business context •  Workforce changes •  Co-working •  Collaboration •  Increased decentralisation •  Shorter change cycles Nov 2013 © 2013 Kate Carruthers 11
  12. 12. “…a shift towards the individual as the centre of a network of relationships mediated and enabled by technology...” Source:  Kevin  Kelly,  h1p://www.kk.org/thetechnium/archives/2007/11/four_stages_in.php     12  
  13. 13. Business context •  Issues with boundaries: –  between public and private –  between personal and business –  blurring between roles –  increasingly difficult to establish role clarity Nov 2013 © 2013 Kate Carruthers 13
  14. 14. Risk and governance Nov 2013 © 2013 Kate Carruthers 14
  15. 15. 15  
  16. 16. Some key starting points •  •  •  •  •  •  Monitor your business online Assign responsibility for social channels Include social media in digital strategy Link digital strategy to marketing strategy Ensure cross media planning in place Develop mechanisms to track progress Nov 2013 © 2013 Kate Carruthers 16
  17. 17. Monitoring   Training  &  skills   Risk  management   Policy  &  guidelines   Nov 2013 © 2013 Kate Carruthers 17
  18. 18. The challenge •  Create and manage loosely connected networks •  Grow a business in a networked world •  Engage people so they want to know more •  Garner advocates for your business •  Focus outward while protecting your brand Nov 2013 © 2013 Kate Carruthers 18
  19. 19. 10 Tips for integrating social 1) Digital strategy Social is just part of it, includes websites, email marketing, etc. 2) Tactical plans 3) Resource plan For implementation of campaigns 4) Tools Required to enable management, tracking and monitoring 5) Metrics Need to be decided prior to implementation to enable effective reporting Nov 2013 Social is not free it needs people and tools © 2013 Kate Carruthers 19
  20. 20. 10 Tips for integrating social 6) ROI Need to track investment and results 7) Reporting 8) Roles & responsibilities 9) Cross media plan For good governance 10) Risk management Includes social media policies and procedures and crisis management process Nov 2013 Defined and clear to all parties, in particular governance Integration with other digital and marketing activities © 2013 Kate Carruthers 20
  21. 21. Thank-you Slides available on: http://slideshare.net/carruthk Nov 2013 © 2013 Kate Carruthers 21

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