Overcoming Obstacles to Social Media Integration
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Overcoming Obstacles to Social Media Integration



The real barrier to social media integration isn't confusion over tools it's corporate culture.

The real barrier to social media integration isn't confusion over tools it's corporate culture.



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    Overcoming Obstacles to Social Media Integration Overcoming Obstacles to Social Media Integration Presentation Transcript

    • 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
    • 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 matters Identified and discussed by Jeremiah Owyang, Peter Kim and Charlene Li on a recent panel at the Web 2.o Expo in San Francisco
    • Changing culture According to Media Futurist Gerd Leonhard Hot Not  Collaboration  Domination  Openness  Control  Dialogue  Monologue
    • We are the problem
    • Businesses are moving from command and control to collaboration and teamwork Cision CEO John Chambers
    • 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 The out there. -Zappo’s CEO Tony Hsieh
    • Owning and acquiring vs. implementing and integrating
    • Social media touches everything Public Relations Marketing Customer Service Operations Research and Development Compliance Human Resources Distribution Product Availability…
    • Realigning priorities Customer Company
    • Becoming customer-centric
    • 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 to buy
    • 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
    • Really listen  Go beyond formal surveys  DISCOVER what customers want  Subscription monitoring tools  Google alerts – news pubs and blogs  Read comments!  Twitter search – http://search.twitter.com/  Forums  Ask for feedback
    • You already make GREAT stuff! Social media simply takes YOUR creative work into new places by empowering INDIVIDUALS with the distribution
    • Social networks  Facebook  Don’t just think about fan pages!  Twitter  MySpace  Flickr  Groups  YouTube  Not just for playtime or contests
    • Sponsorship  Sponsored conversations  Partnerships beyond sports teams and charities  Otherwise free web applications  Music (Nokia)  Thinking beyond signage and banner ads
    • 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?
    • Let’s discuss
    • Ways to discover me  shannonpaul5@gmail.com  http://www.linkedin.com/in/shannonpaul  http://veryofficialblog.com/  Text shannonpaul to 50500  (734) 968-9065  More about PEAK6 Online  http://peak6.com  http://www.ONN.tv  http://weseed.com/