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Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
Social Tech - 10 Step Process
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Social Tech - 10 Step Process

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  • Transcript

    • 1. The 10-Step Process
    • 2. SCOTT KLOSOSKY Organization vs. Chaos Lots of people using Social Tech without any rules or guidelines Many of them using varying tools Total lack of organizational integration into the overall strategy
    • 3. Create an analysis of the organization’s current social media presence • Number of followers – Who are they? • Number of Contacts – Who are they? • Desired conversion to Website percentage? • Desired conversion to sales percentage? • Branding goals? • Communication goals? (e.g. will it be used for customer service? Marketing? Relationship building? Document measurable goals for the use of social tech (Sample goal list below) • Build awareness for your company • Increase sales • Increase customer leads • Establish thought leadership • Use social media as a customer service platform and/or provide product support for customers • Collect feedback on existing or potential products and services • Provide a means in which customer evangelists can connect Listening/Research • Survey internal team and external stakeholders in order to gain hard evidence of usage trends
    • 4. SCOTT KLOSOSKY Analysis & Goal Development Create an analysis of the organization’s current social media presence • Number of followers – Who are they? • Number of Contacts – Who are they? • Desired conversion to Website percentage? • Desired conversion to sales percentage? • Branding goals? • Communication goals? (e.g. will it be used for customer service? Marketing? Relationship building? Document measurable goals for the use of social tech (Sample goal list below) • Build awareness for your company • Increase sales • Increase customer leads • Establish thought leadership • Use social media as a customer service platform and/or provide product support for customers • Collect feedback on existing or potential products and services • Provide a means in which customer evangelists can connect Listening/Research • Survey internal team and external stakeholders in order to gain hard evidence of usage trends
    • 5. Identify personnel in various operating groups that will own responsibilities for implementation, training, and usage – if appropriate, assemble a Social Tech Team that will meet regularly Scott Klososky (or internal specialist) provides a Social Tech 101 Presentation to Core Team Examples of governance policy, measurements, action plans and goals Review of Best Practices for Social concepts and tools Review of current online presence status
    • 6. SCOTT KLOSOSKY Identify Evangelists and Select the Team Identify personnel in various operating groups that will own responsibilities for implementation, training, and usage – if appropriate, assemble a Social Tech Team that will meet regularly Scott Klososky (or internal specialist) provides a Social Tech 101 Presentation to Core Team Examples of governance policy, measurements, action plans and goals Review of Best Practices for Social concepts and tools Review of current online presence status
    • 7. Comprehensive standards policy completed • Approved social media platforms/vendors for standards • Personnel responsibilities/goals • Content restrictions • Organizational voice • Rules for combined personal/business use (e.g. can content be combined on company Facebook page or Twitter stream) • In what departments will it be used? How will it be used? Develop HR method for delivering policy to team members Roll-out established plan – internal training • How is training done? • Who does the training? • How is proficiency measured?
    • 8. SCOTT KLOSOSKY Internal Governance and Policies Comprehensive standards policy completed • Approved social media platforms/vendors for standards • Personnel responsibilities/goals • Content restrictions • Organizational voice • Rules for combined personal/business use (e.g. can content be combined on company Facebook page or Twitter stream) • In what departments will it be used? How will it be used? Develop HR method for delivering policy to team members Roll-out established plan – internal training • How is training done? • Who does the training? • How is proficiency measured?
    • 9. Develop unique river of information into the minds of the salespeople • Provide the standard tools and sources Develop the connection methods with customers/ clients/members • What are the best tools for the connection? • What is the recipe for the flow of information? • How can you drive eWord of mouth?
    • 10. SCOTT KLOSOSKY Integration With Sales Process Develop unique river of information into the minds of the salespeople • Provide the standard tools and sources Develop the connection methods with customers/ clients/members • What are the best tools for the connection? • What is the recipe for the flow of information? • How can you drive eWord of mouth?
    • 11. Research current state of online presence, then develop goals you would like to reach by using ORM Implement a listening process: internal process for monitoring what people are saying about your organization Implement an engagement process: Response Action Plan How do we respond, what rules to handle negative and positive comments, who responds, what is our policy Implement an ORM measurement process: How often mentioned? What is the sentiment ratio?
    • 12. SCOTT KLOSOSKY Online Reputation Management Research current state of online presence, then develop goals you would like to reach by using ORM Implement a listening process: internal process for monitoring what people are saying about your organization Implement an engagement process: Response Action Plan How do we respond, what rules to handle negative and positive comments, who responds, what is our policy Implement an ORM measurement process: How often mentioned? What is the sentiment ratio?
    • 13. Who owns the responsibility? Market Research uses Sales support uses Knowledge work outsourcing Creative work outsourcing
    • 14. SCOTT KLOSOSKY Crowdsourcing Strategies Who owns the responsibility? Market Research uses Sales support uses Knowledge work outsourcing Creative work outsourcing
    • 15. • ROI Dashboard created (1) Increase in sales (2) Increase connections (3) Increase quality of content (4) Increase Web traffic Social Tech campaign ROI analysis • What do you measure to ensure progress? • How do you gather analytics? • Who owns the process of ROI results being published to the team?
    • 16. SCOTT KLOSOSKY Measurement and ROI Process • ROI Dashboard created (1) Increase in sales (2) Increase connections (3) Increase quality of content (4) Increase Web traffic Social Tech campaign ROI analysis • What do you measure to ensure progress? • How do you gather analytics? • Who owns the process of ROI results being published to the team?
    • 17. Standards Document Created • Web based communication tools • Platform tools • Search tools • Dashboards – (netvibes.com) • Web based monitoring tools • Research tools • Filtering tools Listening tools
    • 18. SCOTT KLOSOSKY Assembling and Approving Tools Standards Document Created • Web based communication tools • Platform tools • Search tools • Dashboards – (netvibes.com) • Web based monitoring tools • Research tools • Filtering tools Listening tools
    • 19. Identifying three to five pilot projects that are in context with the goals stated above Assign responsibility for pilot projects to specific Social Tech team members Document each pilot project on a syllabus that states the specific actions that are to be tested Implement pilot projects, review, adjust, and repeat.
    • 20. SCOTT KLOSOSKY Developing Pilot Projects Identifying three to five pilot projects that are in context with the goals stated above Assign responsibility for pilot projects to specific Social Tech team members Document each pilot project on a syllabus that states the specific actions that are to be tested Implement pilot projects, review, adjust, and repeat.
    • 21. Identifying security dangers Providing security training Monitoring usage and creating policies Regulatory compliance
    • 22. SCOTT KLOSOSKY Social Tech Security and Usage Identifying security dangers Providing security training Monitoring usage and creating policies Regulatory compliance
    • 23. Programs and usage that are consistent with the organizational strategy A testing program that teaches the organization how to use these tools in progressive ways Measurement systems so that lessons can be learned, and ROI can be achieved Less chaos, more direction
    • 24. SCOTT KLOSOSKY Desired Outcomes Programs and usage that are consistent with the organizational strategy A testing program that teaches the organization how to use these tools in progressive ways Measurement systems so that lessons can be learned, and ROI can be achieved Less chaos, more direction

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