2010 | Awareness Particpation Webinar


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Peter Fasano's presentation on Sept 29th, 2010 on Social Architecture and Activating Your Hive: Preparing for Distributed Social Media Participation.

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2010 | Awareness Particpation Webinar

  1. 1. Preparing for Distributed Social Media Participation September 29, 2010
  2. 2. Agenda Overview of your Social Architecture Defining your managed social outlets Distributed workforce participation Professional participation in Social Media Identity planning Integrated communications planning Meeting the messaging and media needs of your markets and business partners  
  3. 3. Social Architecture: Overview
  4. 4. Social Media Communications and Marketing has focused on campaigns reaching the influencers ... What does it take to move beyond campaigns to an integrated social business approach? Photo Credit: Old Spice by Procter & Gamble
  5. 5. Do you have a plan that scales to the community engagement demands of 52 weeks? <ul><li>Are we ready to ready to listen and respond 24/7 or during our hours? </li></ul><ul><li>How do we manage the number of social outposts and identities representing our organization? </li></ul><ul><li>How do we coordinate a decentralized communications ecosystem? </li></ul><ul><li>How do we collaborate with local or national partners in social media? </li></ul>MKTG/PR Partners Legal IT Agency
  6. 6. Social business <ul><li>Is the connective tissue that links the ecosystem together </li></ul><ul><li>Aligns digital media with goals </li></ul><ul><li>Defines roles and tactics </li></ul><ul><li>Plans for distributed customer participation </li></ul><ul><li>Designed for integrated social outposts </li></ul><ul><li>Three key components </li></ul><ul><li>Customer participation </li></ul><ul><li>Workforce collaboration </li></ul><ul><li>Business partner optimization </li></ul>
  7. 7. Social Architecture Ecosystem 6 Earned Media Socially Calibrated com Other Social Leased Social Mobile Widgets Search Reviews Location Integrated Digital Media
  8. 8. Distributed workforce participation Professional participation in Social Media + Identity planning
  9. 9. Identity Planning <ul><li>How many social identities represent your organization? </li></ul><ul><li>How many “shadow” identities participate unofficially for your organization? </li></ul><ul><li>What is the social personality you want communicated to your customer? </li></ul><ul><li>What identity does your customer want from your organization? </li></ul>Social Customer Engagement Team Workforce Partners Business Partners
  10. 10. Are your contributors people or avatars?
  11. 11. What are your standards?
  12. 12. How do you curate or inventory your brand participants?
  13. 13. What is the right balance for your brand? <ul><li>Design your social media identity policy to meet the needs and expectations of your community. </li></ul><ul><ul><li>Subscribe </li></ul></ul><ul><ul><li>Identifiable </li></ul></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Logical </li></ul></ul>
  14. 14. Does everyone need to be an admin? <ul><li>Administrative rights to your social media outlets is a serious responsibility. </li></ul><ul><li>Have you mapped the messaging or engagement roles and rights of your organization? </li></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><li>Moderate </li></ul></ul><ul><ul><li>Message </li></ul></ul><ul><ul><li>Engage </li></ul></ul><ul><li>Social marketing software manages these controls and enables workforce participation. </li></ul>Image Credit: Heather Showstead
  15. 15. Learnings: Distributed participation <ul><li>Take inventory </li></ul><ul><li>Assign rights and roles. </li></ul><ul><li>Align brand personality with policy for corporate identity standards. </li></ul><ul><li>Curate and index your organizational social identities for your customers to engage. </li></ul><ul><li>Use social marketing software to manage the distributed inbound and outbound roles to maximize customer participation. </li></ul>
  16. 16. Social Architecture in practice Integrated communications Meeting the messaging and media needs of your markets and business partners Meeting the messaging and media needs of your markets and business partners Meeting the messaging and media needs of your markets and business partners
  17. 17. Think like a product manager <ul><li>You are the architect of a social operating system. </li></ul><ul><li>You are in a constants state of aligning user requirements to manage input, output and reporting through your social engagement services. </li></ul><ul><li>You are a student of the social platform API and TOS. </li></ul><ul><li>You use this knowledge as the basis for your social business strategy and product development. </li></ul>
  18. 18. Customer expectation of brand context <ul><li>Location relevant </li></ul><ul><li>Optimized for mobile and app engagement. </li></ul><ul><li>Engaged in real-time participation. </li></ul><ul><li>Offering access to valued service and information. </li></ul><ul><li>Is socially integrated across its digital portfolio. </li></ul><ul><li>Communicates its Charter for participating in a social outlet. </li></ul>
  19. 19. Workforce Collaboration <ul><li>Clearly communicated guidelines and services </li></ul><ul><ul><li>Participation in Owned and Leased Media Outlets. </li></ul></ul><ul><ul><li>Accessibility to Social Architecture reporting. </li></ul></ul><ul><ul><li>Availability of Master Conversation and Media Calendar </li></ul></ul><ul><ul><li>Manages publishing requests and authorizations through the defined social engagement services. </li></ul></ul><ul><ul><li>Engaged in the distributed role of Community Management via workflow. </li></ul></ul><ul><ul><li>Collaborates through knowledge base and real-time communications. </li></ul></ul>
  20. 20. Business Partner Optimization <ul><li>Extend the Workforce Collaboration policies and services to your business partners </li></ul><ul><ul><li>Key business partners for co-servicing/marketing. </li></ul></ul><ul><ul><li>Agency and developer support. </li></ul></ul><ul><li>Enable integrated communities. </li></ul><ul><li>Activate participation with real-time and managed collaborative workforce services. </li></ul><ul><li>Share insights and Social CRM data. </li></ul><ul><li>Invest in ongoing learning program to maintain quality of service and outcomes. </li></ul>
  21. 21. Learnings: Social Architecture in practice <ul><li>Customer first </li></ul><ul><li>You are a product manager. </li></ul><ul><li>Communicate guidelines and services available to your engaged Workforce to encourage “good citizen” outcomes </li></ul><ul><li>Extend social business services to your Business Partners. </li></ul><ul><li>Invest in Learning programs to maintain active participation in the Hive. </li></ul>
  22. 22. Q & A
  23. 23. Thank you! Peter Fasano [email_address] @pfasano +1 512 275 7825