OVERCOMING OBSTACLES TO
SOCIAL MEDIA INTEGRATION
•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
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
Identiﬁed and discussed by Jeremiah Owyang, Peter Kim and
Charlene Li on a recent panel at the Web 2.o Expo in San Francisco
According to Media Futurist Gerd Leonhard
Businesses are moving from
command and control to collaboration
Cision CEO John Chambers
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
‐Zappo’s CEO Tony Hsieh
Owning and acquiring vs.
implementing and integrating
Social media touches everything
Research and Development
Surprise them with added value
Give them REAL treats!
Ask for feedback
Respond to feedback
Don’t focus on selling – instead make it easier
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
Go beyond formal surveys
DISCOVER what customers want
Subscription monitoring tools
Google alerts – news pubs and blogs
Twitter search – http://search.twitter.com/
Ask for feedback
You already make GREAT stuff!
Social media simply takes YOUR creative
work into new places by empowering
INDIVIDUALS with the distribution
Don’t just think about fan pages!
Not just for playtime or contests
Partnerships beyond sports teams and
Otherwise free web applications
Thinking beyond signage and banner ads
How social is your
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?
Ways to discover me
Text shannonpaul to 50500
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