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C-Suite: It's time to step up. Eight things to think about when integrating social media into your corporate strategy.

C-Suite: It's time to step up. Eight things to think about when integrating social media into your corporate strategy.

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  • At a high level those 2 goals should be aligned. The quality and thought leadership of the employee is what the company is made of. The balancing act comes in when setting up the Policies. Things to consider are: who owns the content, when can it be worked on, what company resources will be used/available and how is the company mentioned or brought into the work of the individual professional. Hope that helps.
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  • At a high level, the goals are congruous. Great companies are made up of experts. Showcasing those employees adds credibility to the organization. The balance comes in the policy setting. Topics like who owns the content, was it created on company time or using company resources, etc. etc. Carefully thinking through how to set policies for your particular organization and industry that benefit both the employee and the company is the key to success.
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  • One challenge in this lies in setting boundaries, as in your Slide 14, 'The power is shifting.' Skilled professional employees increasingly want to build their own personal brand for their own career development, while their employers want to harness their expertise to be part of the organization's brand. Any thoughts on how to balance that?
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    Kmh social media top 8 Kmh social media top 8 Presentation Transcript

    • C-Suite: It’s Time to Step Up Sandi Hester Kathleen Holland Katherine Magee © January 2013 KMH Associates
    • Don’t Be An Ostrich!Executives have a critical strategic role to play in guiding socialmedia across their organizations Do you know why? Do you know how? © January 2013 KMH Associates
    • Why Social Media? Why Now? 57% of businesses plan 95% of the top 100 to increase social companies use Twitter; YouTube has 490 media spending 23% of these use it as a million unique users customer service platform* who visit every month Wikipedia There are 465+ million LinkedIn is the 36th authors total Twitter accounts most visited website in over 91,000 the world contributors Each FaceBook user spends on average Google+ has more 15.5 hours / month on But…only 38% of CEO’s than 25 million users the site label social media as a high prioritySource: www.jeffbullas.com and *simplymeasured.com 2012 © January 2013 KMH Associates
    • Why Social Media? Why Now? People use social media every day without thinking about it. Think about it!It’s time to stop relegating a critical business lever to the most junior people in the company.It’s time to step up and provide the oversight to effectively link social media with your corporate objectives. © January 2013 KMH Associates
    • Eight Things to Think About1. Keep your eyes on the prize2. RIP: Silos3. Make social media part of your culture4. The bigger the reward, the greater the risk5. The power is shifting: Your corporate reputation is in the hands of many6. Make the customer your Chief Content Officer7. The Earth loves social media8. What’s old is new again © January 2013 KMH Associates
    • 1. Keep Your Eyes On The Prize!What are your corporate mission / vision / values andobjectives?How are you measuring them?How does social media impact, enhance or detract from yourachievement of those key performance indicators (KPI’s)? © January 2013 KMH Associates
    • 1. Keep Your Eyes On The Prize! Corporate Mission/Vision/Value/Objectives Marketing Research Customer Serv HR Objectives Objectives Objectives Objectives Marketing Research Customer Serv HR Strategies Strategies Strategies Strategies Marketing Research Cust Serv HR Implementation Implementation Implementation Implementation Traditional Social Traditional Social Traditional Social Traditional Social Activity Activity Activity Activity Activity Activity Activity Activity Traditional Social Traditional Social Traditional Social Traditional Social KPI KPI KPI KPI KPI KPI KPI KPI Insights Results/ Insights Results/ Insights Results/ Insights Results/Note: applicable to all corporate departments Total Results/Insights © January 2013 KMH Associates
    • 2. RIP: Silos Social media is not a strategy, and it does not belong to the marketing department alone. To drive meaningful business results, social media must be integrated across the whole enterprise. RIP RIP RIP RIP Marketing Human Research Customer Resources ServiceNote: applicable to all corporate departments © January 2013 KMH Associates
    • 2. RIP: Silos Silos inherently create inefficiencies, inconsistencies in messaging and confusion both internally and externally. Bring together senior representatives from HR, Legal, IT, Marketing, Risk Management, PR, Sales, Customer Service and any other affected functions to ensure consistency and clarity around your messaging and alignment to corporate goals. Human Find your Marketing / Resources point of Sales social media optimization! Customer Legal ServiceNote: applicable to all corporate departments © January 2013 KMH Associates
    • 3. Make Social Media Part Of Your Culture Social media is a powerful communication tool that should be embraced across the organizationExternal PlatformsCorporate Brand Building. Beyond the official spokespeople, employeescan play a critical role in building your corporate brand. It is very powerfulfor customers to hear an employee endorse where (s)he works and/or standbehind the products they make. This helps you not only sell more productbut also attract great talent.Internal PlatformsEmployee Engagement. Social media enhances internal communicationobjectives. It is especially powerful if the employee is encouraged tocomment and is heard.Innovation. Social media enables greater innovation within theorganization by encouraging ongoing collaboration and ideation. © January 2013 KMH Associates
    • 3. Make Social Media Part Of Your CultureThings to think about:1. Policies and training. A social media policy should clearly outline the “do’sand don’ts” as well as why social media is important to the organization and itsrole in achieving the corporate objectives. Then train, train and retrain.2. An internal social media network. Building internal tools that mimic well-known external tools will facilitate the social communication in a protected andconfidential environment. Examples: • on line profiles (think LinkedIn) • blogs • chat rooms (by topic or function) • recognition boards (think Pinterest) • webinars • games © January 2013 KMH Associates
    • 4. The Bigger The Reward, The Bigger The RiskSuccess in social media is measured by greater visibility for your company and youremployees; however, as the number of “eyes” on your organization increases, sodoes your need to manage the potential risks that come with greater transparency EXPOSURE REWARD (Audience/Klout) RISK (Reputation/Security/Legal) © January 2013 KMH Associates
    • 4. Mitigating Potential Social Media RiskThings to Think About:1.Before embarking on your social media initiative, perform a riskassessment & identify controls that could mitigate a portion of the risk.2.Establish clear policies that dictate what can and cannot be shared. Createthe capability to capture and log all communications and monitor on aregular basis.3.Make sure you have the resources (human, financial and digital) in placeto handle the social media attention4.Implement safeguards: social media is a channel unprotected by typicalinformation security safeguards5.Have a plan to monitor social media channels on an ongoing basis: yourcompany needs to stay current on social media chatter © January 2013 KMH Associates
    • 5. The Power Is Shifting! Your corporate reputation is in the hands of many Balance of Power Balance of Power Less than 5 years Ago Today Employees as Corporate Communications Subject Matter Employees as• Carefully crafted messaging Experts Ambassadors• Selected targets and media Building Their own Brand Etc, Etc, Etc Opinion Suppliers Your Leaders Brand Customers Networkers Corporate Corporate Communications Communications Carefully Crafted Social Conversations Messages © January 2013 KMH Associates
    • 5. The Power Is Shifting!Social media facilitates the inclusion of all stakeholders in forming abrand. It can be highly beneficial as advocates are more crediblethan corporate spokespeople.Be Aware:1. Consistency. This means “living your brand” or practicing your brand valueswhen dealing with all stakeholders. Treating a supplier unfairly becomes part ofthe collective discussion with customers.2. Transparency. People expect it. Everything you do is up for discussion, fromemployment practices to material sourcing to production methods. Be preparedto talk about all aspects of your business.3. Engagement. Ensure that you are part of the conversation in a meaningfulway. Don’t let your brand image develop by default, but remember – be social. © January 2013 KMH Associates
    • 6. Make The Customer Your Chief Content OfficerCustomer retention and attraction are key business drivers. Socialmedia plays a role both in reacting to any potential issues andproactively engaging customers, ultimately creating brand advocates.Content is the top challenge faced by social media experts today. Boththe quality (engaging) and quantity (maintaining an editorial schedulein perpetuity) of content keeps them up at night.To tackle this challenge, think of your customer as your Chief ContentOfficer.Create content that speaks to their agenda not yours. Seek outcontent in areas where they have interests and passions. But…makesure you know how it links to your objectives. © January 2013 KMH Associates
    • 6. Make The Customer Your Chief Content OfficerConsider setting your objectives from the customer’s perspective: I want to be treated with respect I want to be more environmentally conscious I want “no hassle”, a simple, easy buying process I want more value I want……. “Focus on how to be social not on how to do social” Jay Baer, Author The Now Revolution © January 2013 KMH Associates
    • 6. Make The Customer Your Chief Content OfficerCritical Success Factors:1. Understand your target market – their passions and interests.2. Engage experts / influencers in areas of interest / internal thought leaders.3. Leverage content across multiple platforms & communication touch points.4. Encourage customer participation. Ask for comments, feedback, ratings, etc.5. Make it shareable.6. Have a content plan that includes all touch points. A customer interacts with a company through many touch points. It is critical to ensure consistent messaging AND not to inadvertently create over messaging.7. Have a rolling content plan (know what you need for the next 6-12 months).8. Monitor & Listen. Ensure you are using effective social media monitoring tools. This will allow you to not only respond to issues but also to learn more about your customer base, its needs, and potential content topics.9. Write the unexpected. © January 2013 KMH Associates
    • 7. The Earth Social MediaSocial media supports the planet in numerous ways: • Social media is ALL digital (no paper) • Companies can operate and sell on a global basis with reduced travel (lower carbon footprint) • Companies and employees can actively engage local and global communities in their CSR initiatives (increased impact for CSR initiatives) • Companies create a conduit for those that may not otherwise be heard (ie. whistle blowers) © January 2013 KMH Associates
    • 8. What’s Old Is New AgainSocial media has entered our world with a bang - there is muchhoopla about it changing the face of business.It’s complex, it’s dynamic, it’s highly reactive, it’s decentralizedand ROI is elusive.It is often not underpinned by proven best practice businessprinciples and processes.It’s time to go back to basics and ground social media in solidstrategic processes to make it less daunting, elusive and moreconnected to delivering growth and profitability. © January 2013 KMH Associates
    • 8. What’s Old Is New Again A proven disciplined business process that hasn’t changed 1. Insight/ 2. Vision / 3. Organizational 4. Effective 5. Measuring Foresight Strategy / Plan Development Implementation ResultsTailored to address social media in your corporate plan.• What are your • Integrate social media • Properly resource. • Regularly publish • Evaluate results, stakeholders saying into your corporate & engaging/relevant gaining insight about you and the departmental plans • Build into your content that inspires into what’s competition? with purpose. corporate culture connection and working, not sharing. working and• What are they talking • Clearly define it’s role • Mitigate risk with where to focus about and what sites & success measures. corporate policies, • Listen and respond. efforts for are they on? best practices and greatest return. staff training. © January 2013 KMH Associates
    • There’s no magic bullet.Just as it takes time to deliver long term sustainable corporate growth, it takes time to build a solid social media reputation - internally and externally - which will result in long term profitable growth. KMH Associates can help organizations effectively integrate their social media practices into their corporate strategies and objectives. © January 2013 KMH Associates
    • Strategic business consultants with a triple bottom line approach.The KMH team helps inspire organizations to develop and implement sustainable growth plans that deliver results. www.kmhassociates.ca © January 2013 KMH Associates