1. Find the right people: Get everybody together in the same room. Invite the skeptics as well as the evangelists. Involve the practitioners, not just the rulemakers. MARKETING 2.0 COUNCIL
2. Figure out what’s important: What are your existing goals? What makes sense in your industry? What makes sense in your company? CREATED A LIST OF 2.0 CHANNELS TO ADDRESS
3. Focus on recommendations: Create task forces. Find and create best practices. Decide what you can reasonably accomplish.
BUILD A FRAMEWORK
1. Put someone in charge: Where does it live? Hire or designate? Create a support structure (Digital Synapse Unit)
2. Create guidelines: Be clear and concise. Include dos as well as don’ts. Include examples.
3. Communicate, communicate, communicate: Communicate as often as possible in every channel you have. Spotlight successes. Lead by example.
BUILD A STRATEGY
1. Define success: What are you trying to accomplish? How will you measure your activities? How will you know if you've succeeded?
2. Map social media to goals: “ You don’t need a social media strategy, you need a brand strategy that includes social media.” Bert Dumars What tactics do you already use to support your goals? Which social media tools support those tactics?
3. Give your people the tools: Listening Templates, plans and best practices Analytics
What are you already doing that you can leverage? KINAXIS MODEL
David B. Thomas
SAS Social Media Manager
SocialFresh Charlotte #SoFresh
August 16, 2010
Structuring for Social Media Success (Integrating social media without adding headcount)
Who is your audience? Who will be your audience in 2020? 2030? 2040?
The Executive’s Guide to Enterprise Social Media Strategy by David B. Thomas & Mike Barlow coming February 2011 from Wiley from Wiley from Wiley from Wiley from Wiley from Wiley from Wiley from Wiley from Wiley from Wiley