Social Media Secret Weapon

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How to build a social media team at a large company.

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Social Media Secret Weapon

  1. 1. Social Media Secret Weapon: Your Employees Presentation to Northern Virginia Technology Council: Social Media Committee Tuesday, July 26 2011 By Ronan KeaneTuesday, July 26, 2011
  2. 2. Why a Social Media Team? • 2 people are better than 1 • Create brand ambassadors • Promote SMEs (subject matter experts) • People are talking and want answers • Customer service • Recruiting • Market research Social Media Secret Weapon: Your EmployeesTuesday, July 26, 2011
  3. 3. “Social what?!” Social Media Secret Weapon: Your EmployeesTuesday, July 26, 2011
  4. 4. At the Outset • You need a social media manager • Identify goals and objectives • Start with Marketing and create a plan Then talk to... • HR • IT • Legal • Customer Care Social Media Secret Weapon: Your EmployeesTuesday, July 26, 2011
  5. 5. What’s Your Policy? • Write a company social media policy • Involve Legal and HR • Make everyone aware of it Social Media Secret Weapon: Your EmployeesTuesday, July 26, 2011
  6. 6. Senior decision maker buy-in ✓ Marketing/PR/Communications ✓ IT ✓ Legal ✓ HR ✓ Customer Service ✓ Product ✓ Sales Social Media Secret Weapon: Your EmployeesTuesday, July 26, 2011
  7. 7. Start building Your SM Team • Executive sponsorship • Frequent internal communications • “How do I sign up?” • Committees • Yammer/Chatter • Have lunch - talk to people! Social Media Secret Weapon: Your EmployeesTuesday, July 26, 2011
  8. 8. Ideal Member ✓ Knowledgeable ✓ Enthusiastic ✓ Believes in the brand ✓ Well networked ✓ Business know-how ✓ Subject matter expert ✓ Good work ethic Social Media Secret Weapon: Your EmployeesTuesday, July 26, 2011
  9. 9. SM Team Profile 1. Listening Analysts 2. Content Creators 3. Conversation Agents 4. Team Leads Social Media Secret Weapon: Your EmployeesTuesday, July 26, 2011
  10. 10. Social Media Training Train your team to... • Write a blog post • Post updates to social networking sites • SEO’ify content • How to engage people in communities • How to measure their marketing Social Media Secret Weapon: Your EmployeesTuesday, July 26, 2011
  11. 11. Content Matters Social Media Secret Weapon: Your EmployeesTuesday, July 26, 2011
  12. 12. Social Media Engagement • Let your team talk freely • NO SPAM Social Media Secret Weapon: Your EmployeesTuesday, July 26, 2011
  13. 13. How Will You Measure? • Klout.com • Google UTMs • Mentions Social Media Secret Weapon: Your EmployeesTuesday, July 26, 2011
  14. 14. Reward Your Top Performers • Quarterly winner • Cash winners Social Media Secret Weapon: Your EmployeesTuesday, July 26, 2011
  15. 15. About Ronan Keane www.RonanKeaneOnline.com LinkedIn.com/in/ronankeane1 @ronankeane Facebook.com/RonanKeaneOnline Slideshare.net/ronankeane gplus.to/ronankeane Social Media Secret Weapon: Your EmployeesTuesday, July 26, 2011

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