CHANGE MANAGEMENT 2.0 How a social media strategy smoothes the bumpy road of managing online communications Jason Falls, Vice President, Interactive & Online Communications, Doe Anderson Heidi Sullivan, Director, Media Research, Cision

Getting Started in Social Media The 4 Big Questions What are my goals? Who is my target community? Who will represent my brand? How will I measure my success? Change Management 2.0: Jason Falls, Doe Anderson Heidi Sullivan, Cision

The 4 Big Questions

What are my goals?

Who is my target community?

Who will represent my brand?

How will I measure my success?

Using Social Media to Connect with Consumers, the Media & Professionals THE GOVERNING PRINCIPLES Be transparent Respect preferences Don’t pitch, converse! Change Management 2.0: Jason Falls, Doe Anderson Heidi Sullivan, Cision

THE GOVERNING PRINCIPLES

Be transparent

Respect preferences

Don’t pitch, converse!

Creating a Corporate Social Media Policy Identify your social media representative(s) and outline goals, messaging and rules of engagement Build guidelines for non-reps on engaging on behalf of your brand Outline what can/can’t be done during working hours (A study of office workers in UK has found that banning access to websites at work actually decreases staff productivity.) Don’t bury this policy in the employee handbook – make sure it is reviewed and updated regularly Change Management 2.0: Jason Falls, Doe Anderson Heidi Sullivan, Cision

Identify your social media representative(s) and outline goals, messaging and rules of engagement

Build guidelines for non-reps on engaging on behalf of your brand

Outline what can/can’t be done during working hours (A study of office workers in UK has found that banning access to websites at work actually decreases staff productivity.)

Don’t bury this policy in the employee handbook – make sure it is reviewed and updated regularly

Personality 2.0 Go in with a plan Be yourself, but remember that you represent your brand Social media gives others a snapshot of you: What does your picture look like? Listen to the tone of each site before engaging Creating a mix of content: ⅓ about you, ⅓ sharing articles/ideas, ⅓ conversation Regularly clean up your profiles Stay for the marathon, not the sprint, to build relationships Change Management 2.0: Jason Falls, Doe Anderson Heidi Sullivan, Cision

Go in with a plan

Be yourself, but remember that you represent your brand

Social media gives others a snapshot of you: What does your picture look like?

Listen to the tone of each site before engaging

Creating a mix of content: ⅓ about you, ⅓ sharing articles/ideas, ⅓ conversation

Regularly clean up your profiles

Stay for the marathon, not the sprint, to build relationships

Listening: The Basic Tools Alerts: Monitor your brand, your competitors, your industry and you! Find influencers & blogs in your industry Twitter Search: Who’s talking about you? Change Management 2.0: Jason Falls, Doe Anderson Heidi Sullivan, Cision

Alerts: Monitor your brand, your competitors, your industry and you!

Find influencers & blogs in your industry

Twitter Search: Who’s talking about you?

Listening: The Advanced Tools Social Media Dashboard powered by Radian6 Yahoo! Pipes: Search for the Point of Need and other monitoring Ning allows you to create your own social network (some use for market research) Change Management 2.0: Jason Falls, Doe Anderson Heidi Sullivan, Cision

Social Media Dashboard powered by Radian6

Yahoo! Pipes: Search for the Point of Need and other monitoring

Ning allows you to create your own social network (some use for market research)

Case Studies Turning Detractors into Fans Change Management 2.0: Jason Falls, Doe Anderson Heidi Sullivan, Cision

Clearly Identify & Disclose Who You Are/With State Your Reason For Being There Listen Play Nice With Others DO NOT SELL Spamless Engagement

Clearly Identify & Disclose Who You Are/With

State Your Reason For Being There

Listen

Play Nice With Others

DO NOT SELL

LionelatDell – Twitter Examples

Acknowledge their right to complain Apologize (if warranted) Assert (if warranted) Assess what will help them feel better Act accordingly (if possible) Abdicate (sometimes a turd is a turd) Dealing with Detractors

Acknowledge their right to complain

Apologize (if warranted)

Assert (if warranted)

Assess what will help them feel better

Act accordingly (if possible)

Abdicate (sometimes a turd is a turd)

Source: “Online Community Best Practices” by Jeremiah Owyang, Forrester Research, March 2008; Used with permission. Types of Detractors

Boingo – Various platforms Examples

BioH/ Cargill – The Urban Lifestyle Examples

Let’s Connect Jason Falls VP, Director of Interactive & On-Line Communications Doe-Anderson [email_address] Twitter: @hksully O: 312-873-6653 blog.us.cision.com Heidi Sullivan Director, Media Research Cision US, Inc. [email_address] Twitter: @JasonFalls O: 502.815.3257 www.socialmediaexplorer.com