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Overcoming Obstacles To Sm 1

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  • 1. OVERCOMING OBSTACLES TO  SOCIAL MEDIA INTEGRATION
  • 2. Shannon Paul  •Background in public relations/community relations •Social media enthusiast •Blog – http://veryofficialblog.com/ •NHL Detroit Red Wings – New Media •Now employed by PEAK6 Investments Online
  • 3. Four Major Challenges of  Social Media Today   Preparing corporate culture for adoption  Getting executives to buy in  Making social media “campaigns” work  Measuring social media  Determining whether social media even  matters Identified and discussed by Jeremiah Owyang, Peter Kim and  Charlene Li on a recent panel at the Web 2.o Expo in San Francisco
  • 4. Changing culture According to Media  Futurist Gerd Leonhard Hot  Not  Collaboration   Domination  Openness  Control  Dialogue   Monologue
  • 5. We are the problem 
  • 6. Businesses are moving from  command and control to collaboration  and teamwork Cision CEO John Chambers
  • 7. Our No. 1 priority is company culture. Our whole  belief is  that if you get the culture right, then most of the other  stuff like great customer service or building a long‐term,  enduring brand will just happen naturally on its own. The telephone is actually one of the best branding devices out  there.  ‐Zappo’s CEO Tony Hsieh
  • 8. Owning and acquiring vs.  implementing and integrating 
  • 9. Social media touches everything Public Relations Marketing Customer Service  Operations Research and Development Compliance Human Resources Distribution Product Availability…
  • 10. Realigning priorities Company Customer
  • 11. Becoming customer‐centric
  • 12. Be Delightful  Surprise them with added value  Give them REAL treats!  Ask for feedback  Respond to feedback  Don’t focus on selling – instead make it easier  to buy
  • 13. Be a resource  How do we get people to build THEIR stuff  with OUR stuff?  Think of ads as content   Give away your recipes  Help them solve THEIR problems
  • 14. Really listen  Go beyond formal surveys  DISCOVER what customers want  Subscription monitoring tools  Google alerts – news pubs and blogs  Read comments!  Twitter search – http://search.twitter.com/  Forums  Ask for feedback
  • 15. You already make GREAT stuff! Social media simply takes YOUR creative  work into new places by empowering  INDIVIDUALS with the distribution
  • 16. Social networks  Facebook  Don’t just think about fan pages!  Twitter  MySpace  Flickr  Groups  YouTube  Not just for playtime or contests
  • 17. Sponsorship  Sponsored conversations  Partnerships beyond sports teams and  charities  Otherwise free web applications  Music (Nokia)  Thinking beyond signage and banner ads
  • 18. How social is your  content?     Can your content be shared/embedded on  multiple social networks/platforms? Do items like videos have unique URLs?  Can you gather feedback?  Is someone responsible for responding to   feedback as a HUMAN? Can your content be found through search?  Is your content worth sharing? 
  • 19. Let’s discuss
  • 20. Ways to discover me shannonpaul5@gmail.com  http://www.linkedin.com/in/shannonpaul  http://veryofficialblog.com/  Text shannonpaul to 50500  (734) 968‐9065  More about PEAK6 Online   http://peak6.com  http://www.ONN.tv  http://weseed.com/