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/