Brian Ellefritz
SAP Global Social Media Marketing
Building a Social Media Function
At a Major Brand
Brian Ellefritz – an introduction
@BrianEllefritz on Twitter
Progress Along the Way
Grass Roots
Silos Form
Operationalize
Lifestyle
Inspired by The Social Engagement Journey
Sean O’Dr...
Stage 1: Grass Roots
 Efforts are bottoms up
 Little/no guiding strategy or central
leadership
 Lots of variation
 No ...
Stage 2: Silos Form
Flickr Creative Commons: jdanvers
 Leaders emerge
 Co-opetition is common
 More tools, processes bu...
Stage 3: Operationalizing
Flickr Creative Commons: robert scoble
 Leadership becomes clear
 Channels become well formed
...
Stage 4: Lifestyle
Flickr Creative Commons: malias
 More autonomy in business units
 Positive outcomes are frequent,
“su...
Key Considerations
Your Culture
Your Momentum
Your Environment
Questions?
Upcoming SlideShare
Loading in...5
×

Building a social media function ellefritz - social tech

767
-1

Published on

Building a social media function at your company can be divided into stages, each with it's own characteristics, challenges and opportunities. Presented at the MediaPost SocialTech 2010 conference in San Jose by Brian Ellefritz of SAP.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
767
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Apple Rainbow logo – apologies

    How I transitioned into the social media role at Cisco
  • Acknowledge Ant’s Eye View, Social Engagement Journey, Sean O’Driscoll and company
  • Flickr Creative Commons – thanks for photos

    Example: Guns and Grenades video
  • Social Media Leadership – Not an oxymoron like Maternity Fashions

    Governance – Is Twitter Opt In? Like Have you Stopped Beating your wife?
  • Listening: Social Media Audits, role of

    Finishing up a 2 month project to align silos within Marketing, then moving to corp communications etc.
  • Zappos as an example, Intuit trending there…
  • Culture: Risk takers or averse; introverted or extroverted, early adopters or more reserved; tolerance for discourse

    Momentum: In the marketplace, with which groups – Not always the biggest teams

    Environment – Readiness of your customers. Of your Industry (regulated?) Size of your resources
  • Building a social media function ellefritz - social tech

    1. 1. Brian Ellefritz SAP Global Social Media Marketing Building a Social Media Function At a Major Brand
    2. 2. Brian Ellefritz – an introduction @BrianEllefritz on Twitter
    3. 3. Progress Along the Way Grass Roots Silos Form Operationalize Lifestyle Inspired by The Social Engagement Journey Sean O’Driscoll & Company - Ant’s Eye View
    4. 4. Stage 1: Grass Roots  Efforts are bottoms up  Little/no guiding strategy or central leadership  Lots of variation  No clear objectives Tips for Stage 1:  Establish Leadership  Encourage experimentation  Begin even informal education Flickr Creative Commons: muffet
    5. 5. Stage 2: Silos Form Flickr Creative Commons: jdanvers  Leaders emerge  Co-opetition is common  More tools, processes but no aligned  Still little focus on strategy, objectives Progress from Stage 1:  Listening, content proficiency improves  More focus on tools, efficiencies  Standards and governance emerge Tips for Stage 2:  Invest in your winners  Build a community of silos  Don’t wait too long for governance
    6. 6. Stage 3: Operationalizing Flickr Creative Commons: robert scoble  Leadership becomes clear  Channels become well formed  Investment in education, communication  Listening begins to inform tactics Progress from Stage 2:  Tools consolidation  More attention to metrics  Content becomes less problematic Tips for Stage 3:  Discipline around strategy, ownership, priorities, metrics  Align and integrate
    7. 7. Stage 4: Lifestyle Flickr Creative Commons: malias  More autonomy in business units  Positive outcomes are frequent, “success” is well understood  Engaged, competent employees  Rigor in metrics Progress from Stage 2:  Tools and systems are optimized, integrated  Everyone buys in Tips for Stage 3:  How the heck would I know?
    8. 8. Key Considerations Your Culture Your Momentum Your Environment
    9. 9. Questions?

    ×