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How to evolve your social media team and structure, presented by Sherri Maxson

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In her presentation, Grainger's Social Business Leader, Sherri Maxson, teaches a class on how to evolve your social media structure and team. …

In her presentation, Grainger's Social Business Leader, Sherri Maxson, teaches a class on how to evolve your social media structure and team.

Sherri discusses how to manage social media as your brand's need change, the market shifts, and more departments get involved.

Published in: Social Media, Business, Technology

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  • 1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO How to evolve your social media structure and team SHERRI MAXSON GRAINGER DECEMBER 9–11, 2013
  • 2. Evolving your Social Media Team Sherri Maxson December 2013 SocialMedia.org Brand Summit 2013
  • 3. Confidential Moving UpMost social media teams and social initiatives start with a champion Brian Solis
  • 4. Confidential Moving UpThe Champion helps the business answer Who Owns Social - How do we Engage? Engaging with the World PR Cust Service Digital Brand Segs HR Face book Twitter Linked In Blogs .com
  • 5. Confidential Moving Up The Champion helps the business start work on the strategy
  • 6. Confidential Moving UpAnd develops a plan for the business on how to bring the work forward.
  • 7. December 2013 Building The A Team
  • 8. Confidential Moving UpFirst, prioritize the work based on business needs and objectives Which should I stop working on? Critical? Essential? Must-Have?
  • 9. Confidential Moving UpSecond, determine the functions needed to bring the work forward
  • 10. Confidential Moving Up Third, review your Options. Most brands (59%) adopt a Hub & Spoke or Multi Hub & Spoke model Source: Altimeter State of Social Business 2013
  • 11. State of the Social Business Team Recent Stats from Ragan/NASDAQ and Altimeter
  • 12. Confidential Moving Up Only 27% of companies have dedicated social media teams; most add social to existing roles
  • 13. Confidential Moving Up Most social teams (82%) are less than 3 people and nearly 42% comprise just one person
  • 14. Confidential Moving Up Given the reliance on other teams to bring the work forward, most companies (74%) state the teams are working well together.
  • 15. Confidential Moving Up Most feel social efforts are intermediate level (64%) and are keeping their head above water (52%) with new tools and platforms.
  • 16. Confidential Moving Up Altimeter’s 2013 State of Social – Most Organizations feel they are still in mid stages (Engagement).
  • 17. Confidential Moving UpRinse and Repeat. Evaluate and Evolve. Key Takeaways  Getting additional headcount in most organizations is an issue  Most dedicated social media teams are less than 3 people  As the business gets more social, needs continue to increase  The social media champion and team play a critical role in educating and training other parts of the business  Leverage other parts of the business to continue the journey (customer service, digital, research, marketing, PR)
  • 18. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS