Emakina/Social: Selling social media inside your organisation!

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Emakina/Social: Selling social media inside your organisation! …

Emakina/Social: Selling social media inside your organisation!

Presentation delivered by Audrey Benoit, Head of Emakina/Social, for the Social Media Forum in Brussels, 24/06/11.
www.emakina.com/social

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  • 1. Selling social media in your organisation
    Social media forum – Emakina/Social
    Audrey Benoit – Head of Emakina/Social
  • 2. “Hello, my name is Audrey. I’m responsible for Emakina/Social”http://www.emakina.com/social/index.cfm
    In a previous life, I also was in Brick & Mortar
  • 3. The last three years you have been told that…
    “Social media is a BIG, revolutionary, life-changing tidal wave having you enter into A NEW ERA...”
  • 4. With plenty of success stories
  • 5. However you are not…
    ... A natural-born customer-centric organisation... A digital native organisation... Selling any cool B2C product... An agile & flexible SME... A rock star
  • 6. You are …
    ... A regular Brick & Mortar organisation... With well established working processes (and people!)Marketing communication External communication Customer care Operations IT developments Legal stamps(Did someone say “Working in silos?”)
  • 7. How to gettherePrinciples
  • 8. Keep in mind
    #FACTS#REVELANT#REALISTIC
  • 9. Keep in mind
    #FACTS#REVELANT#REALISTIC
    No fancyglitter. Measure conversations aroundyou, yourcompetitors, yourindustry.
  • 10. Keep in mind
    #FACTS#REVELANT#REALISTIC
    No fancyglitter. Measure conversations aroundyou, yourcompetitors, yourindustry.
    Define a meaningfulpresencethat serves business purposes and customerneeds
  • 11. Keep in mind
    #FACTS#REVELANT#REALISTIC
    No fancyglitter. Measure conversations aroundyou, yourcompetitors, yourindustry.
    Define a meaningfulpresencethat serves business purposes and customerneeds
    You will not be a social Guru in one day. Learn to walkbefore running.
  • 12. Keep in mind
    #ENGAGING
    Listen to whatstakeholders have to say, their experience, their perception
    Assesstheir social media knowledge
    Involvethem in the main decision-makingsteps
  • 13. How to getthereProcess
  • 14.
  • 15. A stepped approach – step 1
    Do a pre-study
    Objective:
    Get to know if there is a social opportunity & get a go ahead to work further
    First wave of awareness build
    Conversations around your brand & products
    Competitor social strategy, tactics & conversations analysis
    Industry best practices analysis
    Your target group conversation mechanics
    SHARE RESULTS!
  • 16. A stepped approach – step 2
    Set-up a social programme management office
    Objective: A group of key people in the organization who are appointed to decide on the social program objectives, strategy, processes and rollout
    Assess and upgrade their knowledge around social media
    Decide if you need help for the next steps
    RFI, RFP, BUDGET.
  • 17. A stepped approach – step 3
    Define a strategic plan and tactical roadmap
    Objective: One relevant and realistic direction
    Analyze past experiences if any
    Objectives & KPIs
    Positioning proposal
    Prioritized tactical roadmap & presence definition
  • 18. A stepped approach – step 4
    Get started with 1 or 2 pilots
    Define:
    People in charge and interaction with other departments
    Conversation strategy
    Build, measure and report results!
    Objective:
    tangible, do-able
    Second wave of awareness build
    Attention :youdon’tgettwice the chance to make a first impression!
  • 19. A stepped approach – step 5
    Runyourtacticalroadmapiteratively
    Tweak the program tactical actions based on results & experience
    Graduallyyou are involving more people, projects, departments
    Objective:Learn by doing
    Report regularly
    Get social KPIs in executivereporting.
  • 20. A stepped approach – step 6
    Stay on top
    Don’tblindlyrunyour program based on yourownexperience
    Organizeawareness sessions withexternals
    Monitor and re-evaluateregularlycompetition & best practices
  • 21. A stepped approach – step 6
    Stay on top
    Don’tblindlyrunyour program based on yourownexperience
    Organizeawareness sessions withexternals
    Monitor and re-evaluateregularlycompetition & best practices
    Shareyourexperience!
    Anyonemotivated to speakat a conference? 
  • 22. Thank you
    Audrey Benoit, Head of Emakina/Social
    aud@emakina.com
    http://be.linkedin.com/in/audreybenoit
    @TheSyxOne
    www.emakina.com