Emakina/Social: Selling social media inside your organisation!
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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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    Emakina/Social: Selling social media inside your organisation! Emakina/Social: Selling social media inside your organisation! Presentation Transcript

    • Selling social media in your organisation
      Social media forum – Emakina/Social
      Audrey Benoit – Head of Emakina/Social
    • “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
    • 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...”
    • With plenty of success stories
    • 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
    • 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?”)
    • How to gettherePrinciples
    • Keep in mind
      #FACTS#REVELANT#REALISTIC
    • Keep in mind
      #FACTS#REVELANT#REALISTIC
      No fancyglitter. Measure conversations aroundyou, yourcompetitors, yourindustry.
    • Keep in mind
      #FACTS#REVELANT#REALISTIC
      No fancyglitter. Measure conversations aroundyou, yourcompetitors, yourindustry.
      Define a meaningfulpresencethat serves business purposes and customerneeds
    • 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.
    • Keep in mind
      #ENGAGING
      Listen to whatstakeholders have to say, their experience, their perception
      Assesstheir social media knowledge
      Involvethem in the main decision-makingsteps
    • How to getthereProcess
    • 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!
    • 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.
    • 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
    • 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!
    • 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.
    • A stepped approach – step 6
      Stay on top
      Don’tblindlyrunyour program based on yourownexperience
      Organizeawareness sessions withexternals
      Monitor and re-evaluateregularlycompetition & best practices
    • 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? 
    • Thank you
      Audrey Benoit, Head of Emakina/Social
      aud@emakina.com
      http://be.linkedin.com/in/audreybenoit
      @TheSyxOne
      www.emakina.com