Rural Fire Services - why they need a Social Strategy
iGo2 OverviewiGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions
AgendaØ The Power of Social MediaØ Who is iGo2?Ø RFS OverviewØ PartnersØ CustomersØ Founders of iGo2 Group
The Power of Social MediaØ Social Media is disruptiveØ Social Media is dynamicØ Social Media changes everything for a business – Sales, Marketing, Service – Human Resources – Product Management – Channels – Processes – Organisational Models
Who is iGo2 Group? iGo2 is a Social Business product and services company. iGo2 helps organisa9ons like yours leverage the power of Social Media and Networks through relevant, focused and business oriented solu9ons. We assist to connect you with your markets and customers; convert your social data to business intelligence and manage your Social Media presence for maximum impact. Whether your business is already ac9ve in Social Media – but needs to do it beEer – or whether you are just star9ng out, iGo2 can provide everything from consultancy to a complete tailored solu9on. Ø A holistic approach to Corporate Social MediaØ All members are Certified Strategists in Social MediaØ Utilise proven methodologies for : – Social Media Assessments – Social Media Strategy Development – Social Media Programs and ROI – Channel Empowerment through Social Media
iGo2 Focus Areas Strategy : formula9ng policy and strategy through researching your brand, customers, partners and compe9tors Tac9cs: building your social presence and integra9ng to your business processes; training and empowering employees and partners. Intelligence: monitoring, collec9ng, and analyzing social data to make informed and agile business and policy decisions. Tools: delivering, installing, suppor9ng and integra9ng best of breed products for u9lising the social web
Social Media Monitoring Social Intelligence Services • Monitor “Brand” on behalf of all Brigades • Govern / Audit Trail • Full BI Capability • All social data streams• Drilldown analysis• Sentiment analysis• Comparative Analysis• Drilldown to influencers• Drilldown to sources• Slice and dice• Periodic reporting – weekly, bi weekly, monthly, real time
Rural Fire ServicesCan Social aid RFS’s Key Strategies?
Member & Stakeholder Issues: • What is the Brigade policy/process/ guidelines for Social? • What is the Corporate policy/ process/guidelines for Social? • Who do I listen to and why? • Who runs the crisis management and what is the Social Policy? • Where is the source of truth? • Who owns the community? • How do I share learnings? • How do I network with peers? • Where is the center of innova9on? • How do I foster Partnerships? • Is MyRFS a community and socially integrated?
iGo2’s “initial” advice to RFS Assess Ø Start Listening in Monitor Strategise all channelsØ Develop a Social Strategy through performing an Protect Social Business Create Social Assessment Framework Ø Implement iGo2’s 8-Point Social Engage Par9cipate Business Framework Share
Different Objectives Social Networks Online Communi9es Rela9onships Business Objec9ve Primary Purpose Primary Enabler Common Ac9vity Rela9onships
The Social Ecosystem Wikis Par@cipa@ng Listening, establishing reputa9on (I’m one of you) Managed Listening, suppor9ng, building reputa9on, marke9ng External Communi9es Owned Closed Network Listening, suppor9ng, building rela9onships, collabora9ng Example: stakeholder communi9es Internal Example: channels, members Communi9es Example: Intranets, communi9es of prac9ce Copyright 2011 Telligent. All rights reserved.
Communities Enable Relationships Owned Communi@es Regular interac@on among members who are united by a common interest allows for rela@onships to be formed Member to Member Collabora@on
Community Use Cases Internal Communi@es External Communi@es (80% of clients) Corporate Customer-‐Driven Communica@on Support Employee Networking & Interac@ve Marke@ng Collabora@on Associa@on Innova@on Management
RFS CommunityBuild cause awareness • Create a hub that serves as a focal point for the RFS • Increase SEO placement and decrease SEM spending • Leverage WOM to scale and reach new supporters Engage members to increase membership & outreach • Reinforce RFS members’ sense of iden9ty, aﬃlia9on and value • Enable members to easily ﬁnd peers and support • Connect poten9al RFS members to programs Increase your value proposi@on & improve eﬃciency • Uncover trending topics quickly and take ac9on • Curate the content being created by RFS members online • Generate new opportuni9es for ad hoc par9cipa9on
Social Media Crises• Social Media Crises arise from anumber of different social channels• Crises occur in every majorindustry from manufacturing toRetail to Celebrity Source : Al9meter Consul9ng : How Social Businesses Prepare
Why Social Media Crises Occur• More than one cause may apply• A Crisis may be 3 levels: • Negative publicity • Negative publicity + forced changes • Direct financial impact
Anatomy of a Social Media CrisisCould they be averted? Reasons for internal Failure
Potential Value of Social IntelligenceØ Crisis ManagementØ Reputation ManagementØ Project MonitoringØ Improve customer serviceØ Competitor intelligenceØ Partner intelligenceØ Improve product and service developmentØ Improve target marketingØ Grow revenueØ Deflect costsØ Improve Customer LoyaltyØ Policy or initiative review
The Founders of iGo2 Group Ø All Cer4ﬁed Strategists in Social Media Ø All have more than 20 years business experience in IT and industry iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions