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Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
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Kreative.Asia: Constructing Scalable Social Business Practices & communities

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Kreative.Asia, 2012: Workshop on how and why to build scalable social business practices and communities

Kreative.Asia, 2012: Workshop on how and why to build scalable social business practices and communities

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  • 1. Constructing ScalableSocial Business Practices Presented By: Esther LimApril 6 -8, 2012Kuala Lumpur CEO/Digital Strategist, The Estuary Malaysia www.theestuarysf.com
  • 2. Talking Points1. Myth Busting2. Common challenges of implementing social media programs in business3. What is a scalable social business practice4. Top reasons every company should have one5. Establishing the right program foundation6. Scaling for growth
  • 3. Roughly 79% of the big 1 organizations have only been using social media for 3-4 yrs Of that number roughly 51% have a formalized social business practice Social Media budgets correlate directly with the maturity level of the programChart Sources: Altimeter Group
  • 4. Roughly 43% of companies 1 have social media budgets of less than $100,000 ‣ Companies with between 1000- 5000 employees had 3.1( people on their social media team ‣ Companies with 100,000+ had 23.8 social media people (one person for every 4,200 staff members)Chart Sources: Altimeter Group
  • 5. Common Challenges 2Lack of executive supportResistance from internal cultureMeasuring ROI: No formalizationInability to integrate findings backinto the business processLack of resourcesAn ever-changing technology spaceA looming increase in businessdemands
  • 6. A scalable social businessplan is a... 3 Blue print to architect a social program system that can grow with your company’s needs Guide to creating consistency in social media efforts Framework for collecting, extracting and sharing data/ insights Protocol for how to deal with social media emergencies
  • 7. What does it do? 3Company policiesProcesses/procedures for planning andexecution of social media programsMeasurements and metricsRequired tools, materials, resourcesWork flow for data sharing and actionitemsTriage protocol for social mediaemergenciesTemplates, case studies for on-goingeducation
  • 8. Top reasons companiesneed a social business plan 4 Drive revenue Reduce costs Gain insights Manage risk Increase efficiencies Deliver a consistent brand experience Control messaging Show progress and success
  • 9. Establishing afoundation for your social business program
  • 10. Hire a good Social Strategist 5Chart Source: Altimeter Group
  • 11. What to look for in a Social Strategist 5 Chart Source: Altimeter Group
  • 12. Traits of a good social strategist 5Chart Source: Altimeter Group
  • 13. Four critical areas to develop 5 Getting Organized: Logistics Prepare and gather required tools and materials Set up a central file sharing system Develop a process for sharing knowledge and on going training
  • 14. Getting Organized 5Audit your Assets Create a spreadsheet of all your social media sites The platforms The URLs Logins/Passwords The owners Conduct an audit on them Identify their status: Active, Abandoned, Fledgling, or Unknown.
  • 15. Getting Organized 5Observe the branding Logo use Color palette Messaging Positioning Ask yourself: Is your brand consistently communicated across each platform? If not where are the inconsistencies?
  • 16. Getting Organized 5Review the Content and Activity Are the platforms being updated with fresh content? Are they being maintained? What kind of content is posted there? # of fans, followers volume of activity Are customers/fans engaging? If so, what are they saying, doing, posting?
  • 17. Prepare and Gather RequiredTools and Materials 5Assess what tools you’re using tohelp you listen to the social webSelect and implement a single,social listening tool.Standardize how you want to collectand share data Types of metrics Frequency of collection Format for sharing Frequency of review
  • 18. Prepare and Gather RequiredTools and Materials 5Collect or develop legal documents Social Media Policy (if you have staff) Ethics and Disclosure Policy Community/Terms of Use Policy Privacy PolicyIf developing policy materials don’tforget to define your businessobjectives
  • 19. Prepare and Gather RequiredTools and Materials 5Develop your social escalation and triageplans Identify actions considered for escalation Identify steps that need to be taken Identify key people to contact in: Product/Service Support, PR (For media/press), Marketing, Corporate Communications (For analysts), HR Identify how actions will be recorded for future learning Organize fire drills
  • 20. Exampleof a socialescalationand triageplan
  • 21. Set up a file sharing system 5Preferably set something uponline where all your social mediateams/consultants can access itMake sure it’s secure againstexternal audience accessSuggestions: www.CentralDesktop.com (Free) Google Docs (Free) Dropbox (Free)
  • 22. Set up a file sharing system 5Upload documents that make it easy foryou and your team to execute socialprograms easily: Legal documents Best practices Project briefs/schedules Measurement and reporting frameworks Business case and case study templates Training and educational materials
  • 23. Set up a file sharing system 5Encourage teams to shareknowledge through: Case studies Business cases Project documentsFor multi-national companies: Set up regional files to account for localization and regional nuances
  • 24. Develop a process for sharingknowledge and training 5Encourage teams to share projectexperience or knowledgeConsider subscribing to localDigital Marketing and BusinessAssociations to meet and discusssocial best practices with others
  • 25. Scaling for Growth 6Once the core system isup, it can be shared tooffices on a regionallevel with minoroversight from theoriginal social mediateam
  • 26. Steps for architecting ascalable community 6Implement a sociallistening programEstablish a curationsystemHave a communitygrowth strategy
  • 27. Listening leads to insight,which leads to action 6 EARN ABOUT COMMUNITY DENTIFY ADVOCATES/TALENT ET CLEAR EXPECTATIONS EACH
  • 28. What am Ilistening orlooking for?‣ Product, service, brand comments‣ Hot topics of discussions‣ Community leaders‣ Volume of Conversations
  • 29. Social metrics provides directionInsights + Actions = Loyalty, Advocacy, Evangelism
  • 30. Free ToolsHow do I “hear” the conversations? Inexpensive Paid Tools Tools
  • 31. Establish a CommunityCuration System 6Hierarchical review andapproval structureGuidelines on roles andexpectations
  • 32. Sample Curation System creators ^ contributors ^ Community + ^ Curators ^ Spotters ^ Community
  • 33. 3How to manage growthCreate a system for introducing newmembers into the communitySenior community memberseducate new members oncommunity rulesProvide a clear path of progressionfor advancing in the community
  • 34. Community progression • Community Contributor unlock through positive feedback mechanisms from community and content creator(s), completion of escalating content creation tasks • Advocate Role unlock through progressing a series of levels with positive feedback from community peers • Levels unlock community privileges. Unlocked through a combination of earned and social points • Use Points (Social, play) for P2P recognition and engagement rewards - redeemable for community goods
  • 35. Thank YouFor more information or inquiries visit:Esther Limwww.theestuarysf.comOr email: esther@theestuarysf.comFollow me on Twitter: @geekgrl

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