Growing a social culture final

Growing asocial cultureMal Chia, Digital & Social Media Managermal.chia@adelaide.edu.au | @malchia

Pop quiz:How social is Apple?

Answer: More than you think

Just because you’re onFacebook or Twitter doesn’tmake you a social business

Customer-centricity is the catalyst for transformation

Re-engineer around customers

So what does the connected customer look like?

If they were born in 1994….

83% of companies believe social media isimportant for their businessSocial Media Examiner Study http://bit.ly/I58nkI

Yet only 6% believe their social listening andengagement initiatives are integrated across theorganisationForrester Consulting and Dell Study http://bit.ly/HVVR5w

Social media crises are on the rise Altimeter Social Readiness Study

Top-‐down Meat! Bo*om-‐up The social sandwich

You need support from senior management

Customer Sales Marke7ng R&D IT HR Service Field Franchise Channel Legal Product Owners Partners Un-silo social from marketing and sales

Organising for socialhttp://www.slideshare.net/jeremiah_owyang/altimeter-webinar-state-of-the-social-media-management-system-industry

Social Media “Centre of Excellence”•  Hub and Spoke model•  Dedicated, cross-functional group•  Provides: –  High-level strategic advice –  Governance –  Training –  Research –  Measurement frameworks –  Vendor selection

Who leads it? Emergence of the Social Media Strategist

Don’t lockdown social channels

Empower employees with governanceand training•  Reduce potential risk•  Consistent brand experience•  Increased preparedness for crises•  Scalability

Provide ongoing education•  Speakers•  Internal forums•  Communication programs•  Meet-ups

Use social data to inform strategy•  Combine qualitative data collected ‘in the wild’ with existing qualitative metrics•  Get to the heart of customer intent and purchase behaviour•  Share data so every team can benefit•  Focus on uncovering actionable insight

Establish processes to deal with rapidcustomer engagement•  Social media triage and workflows•  Crisis response plan•  Escalation process•  Response times•  Own the interaction

Comment or Pos?ng Social Media Comment and Response Protocol On organiza7on own website/network or a post on another site. Is it a posi7ve pos7ng? Monitor Only Avoid responding to specific post and people; monitor the Evaluate YES NO site for relevant informa7on and comments. “Trolls” Concurrence Is this a site dedicated to degrading or YES A factual and well cited ridiculing others? response or opinion, which may or may not agree, yet the post is not nega7ve. NO Fix the Facts Respond with factual “Web Rage” informa7on directly in the Organiza7on can concur with Is the pos7ng a rant, rage, joke, or ridicule in nature? comment space. the post, let it stand, or provide (See the five possible a posi7ve review. responses below.) NO YES Does Organiza7on respond? “Misguided” Restora?on Are there erroneous facts or statements in the pos7ng? Rec7fy the situa7on, respond and act upon a reasonable NO YES solu7on. (See the five possible “Unhappy Stakeholder” responses below.) YES NO Is the pos7ng a result of a nega7ve experience? Share Success NO Final Evalua?on Proac7vely share the story Base response on present circumstances, site and/or addi7onal NO Let Post Stand NO influence, and stakeholder prominence. informa7on. No response given. Will Organiza7on respond? YES Response Op7ons & Combina7ons YES YES Transparency Sourcing Timeliness Tone Influence Disclose informa7on Provide cita7ons, links, Take 7me to create Respond in a tone that Focus on the most and any affilia7on to etc to credible sources good responses from a reflects on the high influen7al sites related Organiza7on for accuracy good point of view standards/quality to the industry

Develop a Roadmap•  Short- and long-term•  Technology changes too rapidly•  Focus on how relationships with customers and employees will change, and•  How this will be handled throughout the business

Don’t think screens. Think seamless experience.

Find the right software•  Social Media Management Software –  Hootsuite –  Meltwater•  Listening –  Radian6 –  BuzzNumbers•  Collaboration –  Socialtext –  Basecamp•  Communication –  Yammer

Measure and integrate•  Set business objectives and KPIs•  Integrate with other data sources•  Real-time business intelligence•  Social CRM

The Social Business Hierarchy of NeedsAl7meter Group (August 2011)

One last thing…

Questions? @malchiawww.malchia.com

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Growing a social culture final

by Mal Chia on Jun 07, 2012

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