MAKING                               YOUR                             COMPANY                               MORE          ...
SOCIAL CATALYSTS                    • Reduced budgets                    • Traditional marketing and advertising not worki...
PHASE                                ONE -                             DISCOVERYMonday, 14 January, 13   3
LISTENING        Industry Keywords        Company Mentions        Pain Points, Frustrations        Customer Service Or Tec...
COMPETITIVE    ANALYSIS   What are they doing?   What are people saying?   Who are their influencers,   followers, advocat...
COMMUNITY                                                                   MAPPING                                       ...
CONTENT                    • Existing and format                    • Gaps and how to fill them                    • Repur...
ORGANIZATION     • How does the company operate?     • How does communication flow?     • How is business?     • Corporate...
PHASE                             TWO -                             ACTIVEMonday, 14 January, 13   9
ENGAGEMENT   Assist, Converse, Amplify   Follow, Connect, RT, Comment   Share, Don’t Shill   Be Interested, Not Interestin...
MONITORING                  Who’s Sharing?               What Are They Sharing?                What’s Resonating?         ...
PHASE                              THREE -                              ADJUSTMonday, 14 January, 13   12
COMMUNICATE                 Early Wins        Lessons Learned And Insights             Over Communicate              Solic...
RETOOL  Channel Rationalization         Content Community Vs Campaign      More Of/Less OfWho’s Helping Or Hindering?     ...
Enterprise                                                                        LoB’s               END STATE           ...
Enterprise                                                                                    LoB’s               END STAT...
volterraconsulting.comMonday, 14 January, 13
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Making Your Company More Social In 3 Phases

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A look at an approach to making your company more social in three phases which include discovery, action, and retooling.

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Making Your Company More Social In 3 Phases

  1. 1. MAKING YOUR COMPANY MORE SOCIAL in 3 phasesMonday, 14 January, 13 1
  2. 2. SOCIAL CATALYSTS • Reduced budgets • Traditional marketing and advertising not working • Competitors are ahead socially • Customers and/or employees are demanding it • Need to get a handle on governance, policies, and procedures to address rogue employees • Reputation management issues emerging • Need to remain competitive, be identified as an employer of choice, or at least investigate options 2Monday, 14 January, 13
  3. 3. PHASE ONE - DISCOVERYMonday, 14 January, 13 3
  4. 4. LISTENING Industry Keywords Company Mentions Pain Points, Frustrations Customer Service Or Technical Support Issues Product/Service Improvements Praise Image Source: istockphoto.com 4Monday, 14 January, 13
  5. 5. COMPETITIVE ANALYSIS What are they doing? What are people saying? Who are their influencers, followers, advocates? 5Monday, 14 January, 13
  6. 6. COMMUNITY MAPPING Influencers and Advocates Who, What, Where, When? Content Engagement Image Source: twilk.com Community Foundation © Volterra Consulting 6Monday, 14 January, 13
  7. 7. CONTENT • Existing and format • Gaps and how to fill them • Repurposed for different channels • Calendar 7Monday, 14 January, 13
  8. 8. ORGANIZATION • How does the company operate? • How does communication flow? • How is business? • Corporate objectives regardless of social media • Is it ready to be social? • How committed? • Politics, governance, policies, procedures 8Monday, 14 January, 13
  9. 9. PHASE TWO - ACTIVEMonday, 14 January, 13 9
  10. 10. ENGAGEMENT Assist, Converse, Amplify Follow, Connect, RT, Comment Share, Don’t Shill Be Interested, Not Interesting Image Source: http://www.themarketingbit.com/wp-content/uploads/2012/02/engaging.jpg Content Created, Curated, And Distributed © Volterra Consulting 10Monday, 14 January, 13
  11. 11. MONITORING Who’s Sharing? What Are They Sharing? What’s Resonating? Emerging Issues/Trends Photo Source: http://blog.hubspot.com/blog/tabid/6307/bid/25082/7-Ways-to-Optimize-Content-for-Social-Sharing.aspx © Volterra Consulting 11Monday, 14 January, 13
  12. 12. PHASE THREE - ADJUSTMonday, 14 January, 13 12
  13. 13. COMMUNICATE Early Wins Lessons Learned And Insights Over Communicate Solicit Feedback Image Source: istockphoto.com © Volterra Consulting 13Monday, 14 January, 13
  14. 14. RETOOL Channel Rationalization Content Community Vs Campaign More Of/Less OfWho’s Helping Or Hindering? wrench image by Stanisa Martinovic from Fotolia.com © Volterra Consulting 14Monday, 14 January, 13
  15. 15. Enterprise LoB’s END STATE Decentralized Enterprise LoB’s Distributed But Organized © Volterra Consulting 15Monday, 14 January, 13
  16. 16. Enterprise LoB’s END STATE Decentralized Familiar And Capable Enterprise Coordinated Efforts Actionable Insight Lead Generation Earned Media LoB’s Driving Costs Out Distributed But Organized © Volterra Consulting 15Monday, 14 January, 13
  17. 17. volterraconsulting.comMonday, 14 January, 13

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