Integrating social media and getting leadership buy in

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Conversation at the Georgetown School of Continuing Studies to members of the All Services Social Media Conference. July 22 2010

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  • Social media is about conversations and relationships Customers are in control, but not total control because you CAN participate People do not want to me marketed to; they want to be heard and can relate more to another human than a banner ad It’s not just about great content, it’s about relationships Chances are there is a conversation going on online about your products or services, or even the business itself. Are you going to participate, or let someone else?
  • Integrating social media and getting leadership buy in

    1. 1. Integrating social media relations strategy and getting leadership buy in All Service Social Media Conference  July 22 2010
    2. 2. Key points <ul><li>Are you ready for the new web ? </li></ul><ul><li>Using listening tools for business Intelligence. </li></ul><ul><li>Harnessing the power of conversations to build a new base - Facebook, niche networks </li></ul><ul><li>Telling your story - Building a new audience through content- blogs, videos.. </li></ul><ul><li>Integrate Social media to your traditional marketing </li></ul>
    3. 3. Are ready for a crisis?
    4. 4. Social Media audience is growing <ul><ul><li>Gartner : By 2014, social networking services will replace e-mail as the primary communications vehicle for 20 % of business users. </li></ul></ul><ul><ul><li>With 500M users Facebook could be the 3rd largest country in population (China and India are larger for now) </li></ul></ul><ul><ul><li>LinkedIn Now 60 Million Strong </li></ul></ul><ul><ul><li>105 Million Twitter users </li></ul></ul><ul><ul><li>http://www.gartner.com/it/page.jsp?id=1293114 </li></ul></ul><ul><ul><li>http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx </li></ul></ul>http:// scitech.blogs.cnn.com/2010/04/14/twitter-claims-105-million-registered-users /
    5. 5. Social Media Process <ul><li>Listen </li></ul><ul><li>Participate </li></ul><ul><li>Educate </li></ul><ul><li>Build Community </li></ul><ul><li>SocialCRM </li></ul>
    6. 6. Create your community before you need them <ul><li>Your community extends far beyond your direct audience </li></ul><ul><ul><li>Influencers of influencers </li></ul></ul><ul><ul><li>Court of public opinion </li></ul></ul><ul><li>Increase the speed of reaction by combining your Social interactions to your CRM tools </li></ul>
    7. 7. Harnessing the power of evangelists <ul><li>You may not be able to scale to combat the “word of mouse” </li></ul><ul><li>Develop a “raving fans “ through social followers </li></ul><ul><li>Let your fans lead and manage their conversations </li></ul>
    8. 8. Showing public support for a brand is major consideration for Social Followers http:// www.emarketer.com/Article.aspx?R =1007824&dsNav=Ntk:basic|email+marketin|1|,Rpp:25,Ro:-1
    9. 9. How Businesses use Social Networking Tools <ul><li>Connect with customers </li></ul><ul><li>Get ideas, trends, buzz </li></ul><ul><li>Find peers and network </li></ul><ul><li>Easy distribution of content </li></ul><ul><li>Greater reach </li></ul><ul><li>New clients </li></ul>
    10. 10. Setting your organizational objectives <ul><li>Who are you trying to reach ? </li></ul><ul><li>What do you want to change? </li></ul><ul><li>How will this affect your organization? </li></ul>
    11. 11. Step 1: Identify who should buy-in <ul><li>Identify Linchpin (s) to get this buy-in </li></ul><ul><li>Who else should be involved? </li></ul><ul><ul><li>Taking the lawyers to lunch </li></ul></ul><ul><li>Identify internal evangelists </li></ul>
    12. 12. Step 2: Presence in the Social Media <ul><li>Search Results </li></ul><ul><li>Social Profiles </li></ul><ul><li>Content </li></ul><ul><li>Interaction </li></ul>
    13. 13. Step 3 : Resources <ul><li>In-house </li></ul><ul><li>Make it part of existing resources </li></ul><ul><li>Outsource </li></ul><ul><li>Use existing community </li></ul><ul><li>Find internal evangelists </li></ul>
    14. 14. Step 4: Reasons for Social Media <ul><li>Same factors as a business case for public relations </li></ul><ul><li>Media is changing – newspapers are going digital </li></ul><ul><li>Consumers are consuming streams </li></ul><ul><li>Gap between a journalist and a reader is a tweet away </li></ul><ul><li>Ensuring Accuracy </li></ul><ul><li>Social Swarms </li></ul><ul><li>Social Intelligence </li></ul>
    15. 15. Step 4 : Measurement <ul><li>Out : Number of visits , fans and followers </li></ul><ul><li>IN : </li></ul><ul><ul><li>Measure outcomes </li></ul></ul><ul><ul><ul><li>Achieve attitudinal change </li></ul></ul></ul><ul><ul><ul><li>Reputation </li></ul></ul></ul><ul><ul><ul><li>Content shared across the internet </li></ul></ul></ul><ul><ul><ul><li>Happier “customers” and even happier employees </li></ul></ul></ul>
    16. 16. Set-up guidelines and training
    17. 17. Network Solutions Maintaining Long-term Positive Sentiment
    18. 18. Establish Social Listening posts <ul><li>Google Alerts </li></ul><ul><li>Search.Twitter.com </li></ul><ul><li>Backtype.com comments </li></ul><ul><li>Business Intelligence </li></ul><ul><li>Paid tools like Radian6 </li></ul>
    19. 19. Make your whole organization social <ul><li>Every outward facing position can help you </li></ul><ul><li>Existing communications campaign performance can improve with social media integration </li></ul><ul><li>Communications can be faster with social platforms </li></ul><ul><li>Enhance your recruiting efforts </li></ul>
    20. 20. Integrate your marketing efforts <ul><li>Add your social media sites to your website </li></ul><ul><li>Tell your followers on Twitter about your newsletter offers </li></ul><ul><li>Add a sign-up section to your Facebook Page </li></ul><ul><li>Add a link to your website from your blog </li></ul>
    21. 21. Jeremiah Owyang’s Model For Social Business Structure <ul><li>Centralized </li></ul><ul><ul><li>Control and implement all efforts </li></ul></ul><ul><li>Organic </li></ul><ul><ul><li>Not coordinated, grows organically, experimental </li></ul></ul><ul><li>Coordinated </li></ul><ul><ul><li>Centralized processes / units do effort </li></ul></ul><ul><li>Multiple Hub and Spoke </li></ul><ul><ul><li>Coordinated across multiple units </li></ul></ul><ul><li>Holistic or Honeycomb </li></ul><ul><ul><li>Every Employee empowered </li></ul></ul>http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/
    22. 22. Final Thoughts <ul><li>Focus on objectives </li></ul><ul><li>Set-up a coordinated effort </li></ul><ul><li>Educate over restrict </li></ul><ul><li>Measure and change tactics if required </li></ul><ul><li>Community is conversations over broadcasts </li></ul><ul><li>Harness the Wisdom of the crowd </li></ul>http://www.flickr.com/photos/fwp-dawson/2821182851/
    23. 23. Network Solutions <ul><li>Network Solutions helps small businesses solve the biggest problems the face - finding new customers and growing their businesses.  </li></ul><ul><li>Our product line also includes a range of online solutions for building web and ecommerce sites, web hosting and related web services.  </li></ul><ul><li>More than 3M small businesses use NS products everyday to run their businesses.  </li></ul>
    24. 24. Questions ? <ul><li>Shashi Bellamkonda [email_address] </li></ul><ul><li>Twitter: @shashib </li></ul><ul><li>http://blog.networksolutions.com </li></ul><ul><li>Personal Blogs: </li></ul><ul><ul><li>Technology & Social Media: http://www.shashi.name </li></ul></ul><ul><ul><li>Digital Thoughts: http://readythoughts.blogspot.com </li></ul></ul><ul><ul><li>Restaurant Reviews: http://www.carryoncurry.com </li></ul></ul>

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