Six Essential Shifts in Social Media Strategy

Six Important Shifts forSocial Media StrategyDave Fleet, VP Digital, EdelmanEdelman.com

@davefleet

What’s going wrong?

We’ve gone from this…

…to this. !! <Grumble>

Shiny objects dominate discussion…

…as do shiny tactics

Basement punditry is prevalent

Fueled by a campfire mentality. Flickr: usnationalarchives

We’re living in a fishbowl… Flickr: Christian O. Harris

…while the “#Fail police” circle

Companies are using social like a slot machineFlickr: ragingwire

1. Social business2. Objectives3. Measurement4. Integration5. Content6. Community Management

1. Social Business: Step away from shiny

SOCIAL BUSINESSLet the bees do the buzzing Stock.schng: unaranja

SOCIAL BUSINESSChange the conversation • Ask “why” • GMOOT  Business objectives • Know when to step away

SOCIAL BUSINESSFocus on the less shiny object

SOCIAL BUSINESSThe social brand is only half the puzzle Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND (External) Source: Edelman 2011, edelmandigital.com

SOCIAL BUSINESSSocial business enables the social brand Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND SOCIAL BUSINESS (External) (Internal) Training Process Collaboration Organization Models Research & Development Source: Edelman 2011, edelmandigital.com Policies & Guidelines Knowledge Sharing Culture Infrastructure

SOCIAL BUSINESSThe social company integrates both Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND MEASURABLE OUTCOMES SOCIAL BUSINESS (External) (Internal) Training Process Collaboration Organization Models Research & Development Source: Edelman 2011, edelmandigital.com Policies & Guidelines Knowledge Sharing Culture Infrastructure

SOCIAL BUSINESS From social tactics to social businessI • Steering Committee Identified • Social Enterprise Architecture • Partners Coordinated & Connected • Systems Integrated on Back EndN • Governance models in place Constructed To Internal Lead • Employees, Partners, &T • Internal network deployed • Rules Of Engagement Circulated • Social CMS Tools & Internal Staffing Customers ConnectedE • Listening tools & process in place • Early Adopter Training Initiated Formalized • Culture of Organization MoreR • KPI/Measurement Framework • Monitoring/Analytics inform policy, • Regional Additions to Steering Adaptable Established process and content CommitteeN • People, Processes & Platform • Policy established • Community Management Plan • Training Rolled Out In Across Maturity Well EstablishedA Activated Entire OrganizationL • Center of Excellence Identified CRAWL WALK RUN FLY POLICY, PROCESS, PROCEDURE PROPERTY MANAGEMENT ECOSYSTEM ENGAGEMENT SOCIAL INNOVATION &E INTEGRATIONX • Public Facing Moderation Policy • Social properties enhanced • Influencer Partnerships formedT • Community Coordination • Voice and tone established • Platform Partnerships solidified • Ambassador Programs operatingE globally • Content Development • Influencers identified • Engagement at scale establishedR • Employees engaged systematically • Controlled Paid Media in Social • Test & learn pilots launched • Coordination Exists BetweenN Social, Owned, Mainstream & • Systems integrated on front end • Content Published AcrossA Multiple Properties Hybrid Properties • All business function integrate Source: • Measurement, KPI’s Formalized & social layerL Edelman 2011, edelmandigital.com Standardized Across Organization • Product /service innovations result AD HOC SOCIAL MEDIA TACTICS THE BUSINESS ITSELF IS SOCIAL

2. Set better objectives

Stop setting the wrong objectives OBJECTIVES Specific Measurable Dumb Achievable Relevant Time-bound Increase awareness of the benefits of a Gain 100,000 followers specific attribute among female New Yorkers aged 25-34 by 20% from June to September

The Strategy Pyramid OBJECTIVES Business Objectives Social Media Goals Program Objectives Strategy Source: Dave Fleet Edelman 2012, edelmandigital.com Tactics

Setting better objectives 1.Tie back to business objectives 2.Consider the context 3.Stay above the “how” and “what” 4.Ensure objectives are measurable

3. Measure against objectives

Measurement is a challenge for companies MEASUREMENT

Problems with measurement MEASUREMENT 1. Focusing on the wrong things 2. Unrealistic over true meanings 3. Made-up numbers 4. Lack of insights focus

Focus on the right things MEASUREMENT

Know what the numbers mean MEASUREMENT “Right now you may only reach 16% of your fans each week.”

Declare war on made-up metrics MEASUREMENT “…multipliers are “silly” and should never be applied unless proven to exist in a specific case.” Barcelona Declaration of Research Principles, 2010 http://www.instituteforpr.org/2010/06/the-barcelona-declaration-of-research-principles/

Generate and drive insights MEASUREMENT Business Objectives Measurable Insight-fueled Results Course correction objectives plans measurement Strategy Planning Execution Assessment Source: Dave Fleet Edelman 2012, edelmandigital.com

Generate and drive insights MEASUREMENT BUILDS ON EXISTING COMMUNITY EQUITY ACTIVE ACTIVE CAMPAIGN CAMPAIGN SPIKE SPIKE ABANDONMENT VALLEY MANAGED COMMUNITY CONSUMER CONVERSATIONS

Generate and drive insights MEASUREMENT Business Objectives Measurable Insight-fueled Results Course correction objectives plans measurement Strategy Planning Execution Assessment Source: Dave Fleet Edelman 2012, edelmandigital.com

We can’t measure in isolation MEASUREMENT Flickr: deartistzwei

4. Integrate and bust silos

There’s a tug-of-war over social media INTEGRATION Flickr: JoePhilipson

Silos persist, but everyone wants social INTEGRATIONmarketing public human customer product relations resources service development“To stand out in a commoditized market, companies must understand whatcustomers truly value. The only way to do that is to break down the traditional,often entrenched, silos and unite resources to focus directly on customer needs."~Ranjay Gulati, Harvard Business Review

Transmedia storytelling CONTENT

Four approaches to integration INTEGRATION 1.Tactical execution 2.Reporting structures 3.Governance 4.Organizational models

Integrate at the tactical level INTEGRATION 1.Co-opt others 2.Pay it forward 3.Think long-term 4.Work broadly

Integrate through reporting structures INTEGRATION 44

Integrate through governance INTEGRATION INTEGRATION B GLOBAL DIGITAL SOCIAL P B = BRANDS, P = PARTNERS, O = OPERATIONS SERVICES MEDIA COMMITTEE O AGENCY PARTNERS SOCIAL YES L WHICH BRAND PILOT RESULTS MEDIA BRAND TEAM BRAND? X PROGRAM REPORTED COMMITTEE NO M Source: Edelman 2011, edelmandigital.com L = LAUNCH TECHNOLOGY M = MEASURE PARTNERS PLANNING STRATEGY IMPLEMENTATION

Integrate through organization models INTEGRATION T T T BT S D BT BT S D BRAND S D STRATEGY BRAND OR BU BRAND T Source: Edelman 2011, edelmandigital.com OR BU OR BU T BT BRAND BRAND S D BT OR BU OR BU S D PLANNING & T BRAND COE BRAND INTEGRATION T OR BU OR BU BT BT S D S D BRAND BRAND OR BU OR BU T TKEY BRAND BRAND BT OR BU OR BU IMPLEMENTATIONBT: BRAND OR BUSINESS UNIT TEAMS BT S D S DT: TRADITIONAL T TD: DIGITALS: SOCIAL BT BT S D S D 46

5. Create better content

Don’t just feed the beast CONTENT

Consider: CONTENT Objectives Source Execution

Consider your content objectives CONTENT

Stay interesting by curating CONTENT Source: Timo Elliott

Curation Cycle CONTENT Identify Frame Collaborate

Executing your content plan CONTENT 1. Volume 2. Mix 3. Format

Content volume CONTENT

Content mix CONTENT

Content format CONTENT Animation VideoWebinar White Paper How-to Audio eBook Chart FAQ Photo Podcast Tip sheet Presentation Interview Infographic Cover photo Case Study

The 5 C’s of community CONTENT

6. Engage like a human

Embassies are your home away from home COMMUNITY Embassies are an established presence where interactions, conversations and participation are facilitated by one or more Ambassadors of the brand or organization who manages them.

Other peoples’ outposts need envoys COMMUNITYEnvoys are employees,agents or members ofthe public who arewillingly dispatched to“outposts”—properties that are notowned or controlledby the business, brandor organization.

Even big companies get it wrong COMMUNITY

Balance humanizing brands, with process 1.Embrace the 99% 2.Establish processes to reduce risk

Choir-preaching brands miss the bigger opportunity COMMUNITY Critic Neutral Advocate Sentiment

Engagement Framework COMMUNITY Source: David Armano, Edelman 2011, edelmandigital.com

In summary... 1. Step away from the shiny object 2. Set better objectives 3. Measure against those objectives 4. Integrate and bust open silos 5. Plan and create better content 6. Engage like a human

Thank you Dave Fleet, VP Digital, Edelman Dave.Fleet [at] edelman.com | Edelman.comEdelman.com

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Six Essential Shifts in Social Media Strategy

by Dave Fleet on Jun 07, 2012

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