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Social Media Blueprint: A Step-by-Step Plan to Prepare Your Company

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Wholeheartedly embracing social media involves a sea of change in an organization. Social media isn’t just a technology that can be bolted onto the traditional way of doing things: it’s an entirely …

Wholeheartedly embracing social media involves a sea of change in an organization. Social media isn’t just a technology that can be bolted onto the traditional way of doing things: it’s an entirely new way of relating and doing business.

Read the rest of the ebook here: http://www.salesforcemarketingcloud.com/resources/ebooks/social-media-blueprint-a-step-by-step-plan-to-prepare-your-company/

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  • 1. Community Ebook / April 2012 / www.radian6.com / 1 888 672 3426Social Media Blueprint:A Step-by-Step Plan toPrepare Your Company
  • 2. Community Ebook / April 2012 SOCIAL MEDIA BLUEPRINT: A STEP-BY-STEP PLAN TO PREPARE YOUR COMPANY Social Media Blueprint: A Step-by-Step Plan to Prepare Your Company INTRODUCTION 1. MAKE A CASE FOR SOCIAL MEDIA 2. OVERCOME CULTURAL/COMPANY OBSTACLES 3. SET UP A SOCIAL MEDIA COUNCIL 4. GET STARTED CONCLUSIONwww.radian6.com1 888 6RADIAN (1 888 672 3426) Copyright © 2012 Marketing Cloud [2]
  • 3. Community Ebook / April 2012 SOCIAL MEDIA BLUEPRINT: A STEP-BY-STEP PLAN TO PREPARE YOUR COMPANYIntroductionWholeheartedly embracing social media involves a sea of change in an organization. Social mediaisn’t just a technology that can be bolted onto the traditional way of doing things: it’s an entirely newway of relating and doing business.Good news — it’s not just your company that’s finding this difficult. The plain truth is that it’s just noteasy to adapt to the balance of power shifting to the customer, and that the old way of doing thingsis rapidly fading away.This ebook will help you get your organization to adopt social media. We’ll explain: How to sell your boss on the merits of social media How to identify and overcome cultural obstacles How to get all the stakeholders to work together Goals and objectives you must set Engaging all departments as part of the vital members of a social media team Training your company to engage your community — without triggering a lawsuit or social media crisiswww.radian6.com1 888 6RADIAN (1 888 672 3426) Copyright © 2012 Marketing Cloud [3]
  • 4. Community Ebook / April 2012 SOCIAL MEDIA BLUEPRINT: A STEP-BY-STEP PLAN TO PREPARE YOUR COMPANYChapter 1 /Making a Case for Social MediaYou get social media and why it’s important for your business, butyour boss is skeptical. Or maybe you’re the boss, and your teamdoesn’t buy in yet. Perhaps you’re an agency, wanting to showyour clients the importance and significance of social media in theircommunication initiatives.You can tell your organization how social media enables you to meet new people, share helpfulexpertise and establish your online presence as a resource and authority.You can play the Microsoft Advertising video, “The Break Up”, that shows the changing mindset ofconsumers and its affect on advertisers. This Salesforce video, “How to Build a Business Case forSocial Media”, is another helpful one.But all of that won’t necessarily be enough to sell them.Consider the internal audience to whom you’re selling social media. They’re a cast of charactersranging from power tweeters and bloggers to those who struggle to post a Facebook photo. Yourchallenge is to build a common understanding among all of these people.Here are some different approaches to try for changing the minds of those socialmedia skeptics.What’s the Buzz?Paint a picture for your organization. Showcase the landscape of social media, where your brand fitsin, and how your brand is perceived.Your Organization: Is anyone talking about you yet? If so, what are they saying? Reveal ifpeople are talking about you – and if they’re not, that’s intelligence in itself. If they are, you’ll wantto know if it’s positive, critical, or neutral, as all of those things will frame your approach to sellingin social media.Your Industry: Unveil the general industry conversations for your organization. It’s not about you,but how you fit into the larger profile of your industry on the social web.www.radian6.com1 888 6RADIAN (1 888 672 3426) Copyright © 2012 Marketing Cloud [4]
  • 5. Community Ebook / April 2012 SOCIAL MEDIA BLUEPRINT: A STEP-BY-STEP PLAN TO PREPARE YOUR COMPANYYour Competitors: The social web has opened up a wealth of competitive data. For your knowncompetition, see if they have an established presence in social media. Observe the campaigns andpromotions they’re doing and how the audience is responding. Having your competitors beating youto the starting line can be a powerful motivator to get started yourself, or show your colleagues whynow is the time to start listening and putting together a plan.People are talking online about your competition. Who they are hiring, who has recently left andwhere the competition is missing the boat – which presents all sorts of opportunities for you.Social can pinpoint emerging crises or buzz swells that you might want to be aware of for yourown purposes.Remember, the same unfiltered, fast-moving and open information that’s out there about THEM, isout there about YOU. It can be awfully worthwhile to share this information internally.Demonstrate ValuePerhaps you’ve completed a social media campaign and you’re working on selling your team onanother. Or maybe you worked on a successful campaign at a previous job and have it handy as anexample. Showing results for your social media efforts can make an impact. For the most completepicture, mix cold hard numbers with human insight.Don’t forget, you want to change people’s attitudes and opinions. Show your boss more thansuperficial things such as number of likes or followers. Instead, choose metrics that relate to yourunique goals and link those metrics to sales, leads and customer crisis resolution to demonstratereal ROI.All of these tidbits of information can help demonstrate why you should be participating insocial media.www.radian6.com1 888 6RADIAN (1 888 672 3426) Copyright © 2012 Marketing Cloud [5]