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

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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

    • OVERCOMING OBSTACLES TO SOCIAL MEDIA INTEGRATION
    • 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/