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Steering groups STEERING PR Agency 2 Digital Brand Insight Agency 1 Internal comms Business teams HR Legal Customer service Parent brand Steering groups are a great way of coordinating activity and sharing knowledge… … however it’s critical they empower rather than control. Regularity and momentum are key.
Internal social tools such as Yammer are also great for sharing links, tips and advice. *at NixonMcInnes there is a current meme for faux-celebrity profiles.
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To overcome the ‘gloop’, get things going on a small scale. Review, test and iterate smaller improvements rather than immediately thinking of larger, unwieldy developments.
The Vodafone Web Relations team is a great example of this approach. What started as a small team has grown and is now changing the way Twitter is seen as a customer service tool.
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Operating in any industry, it’s key to be aware of related regulations. The ASA also recently increased their remit to include social, so familiarise yourself with the guidelines.
Big ideas http://www.flickr.com/photos/spunter/2907888414/sizes/l/ Make the most of internal expertise, including legal at the early stage of any project. Don’t leave it to the last step to seek approval.
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Types of online spaces Earned Bought Owned Think about what spaces, channels and assets you have which are owned (your homepage), bought (paid advertising) or earned (social). Once identified you can link them up in smart, simple ways to increase traffic, conversation and many other objectives.
Sony Ericsson recently achieved a huge rise in Facebook fans, from 300k to 3 million in the space of 9 months. One of the key factors in this was bringing Facebook functionality into the .com site.
Similarly WWF UK effectively link up multiple channels such as email and social to drive support.
Things WILL take time. Momentum is key so don’t lose heart if something takes months rather than weeks to get going. Consider the Gartner hype cycle, particularly when working more skeptical colleagues. Where are they on the journey?
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Big ideas http://www.flickr.com/photos/lwr/2223026594/sizes/l/ SOCIAL MEDIA IS AMAZING. It has the potential to be so much more than Facebook likes or customer service. Think about the intrinsic values of social such as immediacy, transparency and openness, and how these can properly improve your business.