1. OVERCOMING OBSTACLES TO
SOCIAL MEDIA INTEGRATION
2. Shannon Paul
•Background in public relations/community relations
•Social media enthusiast
•Blog – http://veryofficialblog.com/
•NHL Detroit Red Wings – New Media
•Now employed by PEAK6 Investments Online
3. Four Major Challenges of
Social Media Today
Preparing corporate culture for adoption
Getting executives to buy in
Making social media “campaigns” work
Measuring social media
Determining whether social media even
Identified and discussed by Jeremiah Owyang, Peter Kim and
Charlene Li on a recent panel at the Web 2.o Expo in San Francisco
4. Changing culture
According to Media Futurist Gerd Leonhard
5. We are the problem
6. Businesses are moving from
command and control to
collaboration and teamwork
Cision CEO John Chambers
7. Our No. 1 priority is company culture. Our whole belief is
that if you get the culture right, then most of the other
stuff like great customer service or building a long-term,
enduring brand will just happen naturally on its own.
telephoneis actually one of the best branding devices
-Zappo’s CEO Tony Hsieh
8. Owning and acquiring vs.
implementing and integrating
9. Social media touches everything
Research and Development
10. Realigning priorities
11. Becoming customer-centric
12. Be Delightful
Surprise them with added value
Give them REAL treats!
Ask for feedback
Respond to feedback
Don’t focus on selling – instead make it easier
13. Be a resource
How do we get people to build THEIR stuff
with OUR stuff?
Think of ads as content
Give away your recipes
Help them solve THEIR problems
14. Really listen
Go beyond formal surveys
DISCOVER what customers want
Subscription monitoring tools
Google alerts – news pubs and blogs
Twitter search – http://search.twitter.com/
Ask for feedback
15. You already make GREAT stuff!
Social media simply takes YOUR creative
work into new places by empowering
INDIVIDUALS with the distribution
16. Social networks
Don’t just think about fan pages!
Not just for playtime or contests
Partnerships beyond sports teams and
Otherwise free web applications
Thinking beyond signage and banner ads
18. How social is your content?
Can your content be shared/embedded on
multiple social networks/platforms?
Do items like videos have unique URLs?
Can you gather feedback?
Is someone responsible for responding to
feedback as a HUMAN?
Can your content be found through search?
Is your content worth sharing?
19. Let’s discuss
20. Ways to discover me
Text shannonpaul to 50500
More about PEAK6 Online