Selling social media in your organisation<br />Social media forum – Emakina/Social<br />Audrey Benoit – Head of Emakina/So...
“Hello, my name is Audrey. I’m responsible for Emakina/Social”http://www.emakina.com/social/index.cfm<br />In a previous l...
The last three years you have been told that…<br />“Social media is a BIG, revolutionary, life-changing tidal wave having ...
With plenty of success stories<br />
However you are not…<br />... A natural-born customer-centric organisation... A digital native organisation... Selling any...
You are … <br />... A regular Brick & Mortar organisation... With well established working processes (and people!)Marketin...
How to gettherePrinciples<br />
Keep in mind<br />#FACTS#REVELANT#REALISTIC<br />
Keep in mind<br />#FACTS#REVELANT#REALISTIC<br />No fancyglitter. Measure conversations aroundyou, yourcompetitors, yourin...
Keep in mind<br />#FACTS#REVELANT#REALISTIC<br />No fancyglitter. Measure conversations aroundyou, yourcompetitors, yourin...
Keep in mind<br />#FACTS#REVELANT#REALISTIC<br />No fancyglitter. Measure conversations aroundyou, yourcompetitors, yourin...
Keep in mind<br />#ENGAGING<br />Listen to whatstakeholders have to say, their experience, their perception<br />Assessthe...
How to getthereProcess<br />
A stepped approach – step 1<br />Do a pre-study<br />Objective:<br />Get to know if there is a social opportunity & get a ...
A stepped approach – step 2 <br />Set-up a social programme management office<br />Objective: A group of key people in the...
A stepped approach – step 3<br />Define a strategic plan and tactical roadmap<br />Objective: One relevant and realistic d...
A stepped approach – step 4<br />Get started with 1 or 2 pilots<br />Define:<br />People in charge and interaction with ot...
A stepped approach – step 5<br />Runyourtacticalroadmapiteratively<br />Tweak the program tactical actions based on result...
A stepped approach – step 6<br />Stay on top<br />Don’tblindlyrunyour program based on yourownexperience<br />Organizeawar...
A stepped approach – step 6<br />Stay on top<br />Don’tblindlyrunyour program based on yourownexperience<br />Organizeawar...
Thank you<br />Audrey Benoit, Head of Emakina/Social<br />aud@emakina.com<br />http://be.linkedin.com/in/audreybenoit<br /...
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Emakina/Social: Selling social media inside your organisation!

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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!

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