Social Strategy: Getting Your Company Ready
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  • Nice presentations about Social Strategy but you miss some important fact. You can check those strategy here:

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  • [1] Marriott’s Insider Rewards community doesn’t have any call to action and its community has not taken off. http://www.marriottrewardsinsiders.marriott.com/index.jspa[2] Tiffany & Co tweeted the first time on February 25. Has 10 tweets so far. http://twitter.com/tiffanyandco[3] McDonald’s links to its Facebook fan page from its corporate website, but has this funny message “Are you sure you want to leave?” http://mcdonalds.com
  • [1] http://instoresnow.walmart.com/Community.aspx
  • [1] Social Media Club Dallas: January '10 Meeting, http://www.flickr.com/photos/gangwayadvertising/4294189889/[2] BlogwellMeetup: June 2009, http://www.flickr.com/photos/kristiewells/3718283985/
  • [1] http://instoresnow.walmart.com/Community.aspx[2] http://thedomesticdiva.org/blog/2008/08/03/big-announcement-the-domestic-diva-is-one-of-eleven-moms-choosen-to-participate-in-wal-marts-money-saving-community-project/

Social Strategy: Getting Your Company Ready Presentation Transcript

  • 1. Social Strategy:
    Getting Your Company Ready
    Charlene Li
    Founder and Partner
    1
    April 14, 2010
    #socialchecklist
    Jeremiah Owyang
    Partner
  • 2. Technology is only part of the solution. Getting your company ready and developing a strategy are the key drivers of success.
    Our final webinar (Part 3) of this series will help you get your company ready with our Social Readiness checklist.
    View all webinar slides and recordings, including today’s, at: blog.altimetergroup.com
    Use the hashtag #socialchecklist for today
    A 3-part series
    2
  • 3. Image by Roo Reynolds used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zerega/1366292835
    Companies Jump Into Social
  • 4. Image by divemasterking2000 used with Attribution as directed by Creative Commons http://www.flickr.com/photos/divemasterking2000/3827673841
    Yet Most Companies Fail to Plan Properly
  • 5. Many companies do not engage with their customers
    Source: http://www.engagementdb.com
    5
    ENGAGEMENTdb ranked the world's most valuable brands based on how they leverage social media to interact with customers.
  • 6. Many companies like the idea, but don’tfully execute
    6
  • 7. 7
    Get Ready Internally First
  • 8. 8
    To be successful using social technologies, companies must first prepare and align internalroles, processes, policiesand stakeholders with their business objectives.Social business is aprofound change that impacts all departments in the organization.
  • 9. Getting Your Company Ready
    Research
    Planning
    Resources
    Social Readiness Checklist and Scorecard
    Questions
    Agenda
    9
  • 10. 10
    Getting Your Company Ready
  • 11. Research
  • 12. Demographics
    e.g. Where are moms online?
    Customer profile
    12
    Psychographics
    e.g. Who are moms influenced by?
    Source: “Digital Mom,” RazorFish and CafeMom, 2009
  • 13. Where are your customers online?
    What are your customers’ social behaviors online?
    What social information or people do your customers rely on?
    What is your customers’ social influence? Who trusts them?
    How do your customers use social technologies in the context of your products.
    Socialgraphics
    13
  • 14. Engagement Pyramid
    14
    Map out how your customers social behaviors online in order to determine what technologies to deploy.
  • 15. Community pain points
    Source: Communispace
    15
    Communispace customer communities allow marketers to gain insights from their own customers
  • 16. Market analysis
    16
    Companies should constantly measure what competitors are doing in the social space. Here are some examples in the hotel industry that can be added to a chart of industry assets.
  • 17. What is your company currently doing in the social space? What are employees doing? Product team, field, and support?
    Identify internal experts by hosting brown bag lunches where anyone can share what they are doing in the social space.
    Tip: Don’t relegate social media to Gen Y just because they use it for personal use.
    Current social audit
    17
  • 18. Processes
  • 19. Crisis response plan
    19
  • 20. Social media triage
    20
    Take reasonable action to fix issue and let customer know action taken
    Negative
    Positive
    Yes
    Yes
    No
    Assess the message
    Evaluate the purpose
    Do you want to respond?
    Does customer need/deserve more info?
    Unhappy Customer?
    No Response
    Yes
    Are the facts correct?
    Gently correct the facts
    Yes
    No
    No
    No
    Can you add value?
    DedicatedComplainer?
    Are the facts correct?
    Yes
    Yes
    No
    No
    Yes
    Respond in kind & share
    Thank the person
    Comedian Want-to-Be?
    Explain what is being done to correct the issue.
    Is the problem being fixed?
    Yes
    No
    Yes
    This framework was built using the USAF Blog Triage. (Added this attribution post webinar)
    Let post stand and monitor.
  • 21. Organizational Models
  • 22. Social Business Organizational Models
    Centralized
  • 23. Organic growth
    Authentic
    Experimental
    Not coordinated
    e.g. Sun
    Organic
    23
  • 24. One hub sets rules, best practices, procedures
    Business units undertake own efforts
    Spreads widely around the org
    Takes time
    e.g. Red Cross
    Coordinated
    24
  • 25. Similar to Coordinated but across multiple brands and units
    e.g. HP
    Multiple hub and spoke or “Dandelion”
    25
  • 26. Each employee is empowered
    Unlike Organic, employees are organized.
    e.g. Dell, Zappos
    Holistic or “Honeycomb”
    26
  • 27. Policies
  • 28. Disclosure/ethics policy
    28
    From WalmartElevenmom’s disclosure policy:
    “Participation in the WalmartElevenmoms program is voluntary. Participants in the program are required to clearly disclose their relationship with Walmart as well as any compensation received, including travel opportunities, expenses or products. In the event that products are received for review, participants may keep or dispose of product at their discretion.
  • 29. Social media policy
    29
    Intel updates it’s Social Media policy regularly (last in March 2010) and offers tips and pragmatic rules of engagement such as “Be transparent,” “Be judicious,” and “Write what you know.”
  • 30. Community policy
    30
    SeaWorld sets boundaries on its blog for readers. For example, Seaworld asks for favorite park experiences and tips, and will not post “foul or offensive language.”
  • 31. Internal education
    31
    Host brown bags, invite external speakers to talk, and promote memberships in organizations like Social Media Club or Social Media Business Council, as seen here. Internal training is important to organizational change.
  • 32. Communication and collaboration
    32
    Sites like Yammer, Socialtext and Socialcast offer lightweight ways for staff to share insights and best practices internally. Telligent is a more robust enterprise-level tool.
  • 33. Resources
  • 34. Social strategist*:
    Responsible for the overall program, including ROI.
    There may be multiple strategists at each spoke.
    Community manager:
    Customer facing role trusted by customers.
    Companies may have dozens of community managers.
    Key roles
    34
    *Look out for our research paper on the role of the Social Strategist later this year.
  • 35. Test to see that they focus on relationships, not campaigns.
    Ask when they failed at social media – and what they learned.
    Hire only agencies with “scar tissue.”
    Leverage agencies and have them train you in all things social.
    Enable fast, concerted entry into the market.
    Be wary of agencies wanting to craft your strategy – only you can do that.
    Agencies
    35
  • 36. Customer advocates
    36
  • 37. Executives:
    Approval to move forward, budget, allocate resources
    Communications:
    What new skills will they need to learn and unlearn?
    Employees:
    How will they be educated, armed, and supported?
    Legal:
    Protect employees and corporation by co-creating policies and guidelines
    Stakeholders
    37
  • 38. Reporting
    38
    Community analytics
    Web analytics
  • 39. 39
    Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/
    Social Readiness Score Card
  • 40. Your social readiness score
    40
  • 41. 41
    Your social readiness score
    Ideally, you should be at “4.0” for launch.
    Area of opportunity.
  • 42. Includes findings, scoring, roles, and specific recommendations from a trusted third party.
    42
    Full details on our checklist
  • 43. Have the confidence to let go and still inspire results
    43
    Register for our upcoming webinar:
    “Making the Case for
    Open Leadership”
    Monday, April 26 at 10 am PST
    http://bit.ly/openleaderweb1
  • 44. 44
    Thank you
    Charlene Li
    charlene@altimetergroup.com
    charleneli.com
    Twitter: charleneli
    Jeremiah Owyang
    jeremiah@altimetergroup.com
    web-strategist.com/blog
    Twitter: jowyang
    With assistance from Christine Tran, Researcher
  • 45. 45
    About Us
    Altimeter Group is a Silicon Valley-based strategy research and
    consulting firm that provides companies with a pragmatic
    approach to disruptive technologies. We have four areas of
    focus: Leadership and Management, Customer Strategy,
    Enterprise Strategy, and Innovation and Design.
    Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.