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Social media business club meeting brand advocacy march 2014
 

Social media business club meeting brand advocacy march 2014

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The above presentation is an overview of my paper which focuses on using social media to link organisational energy to brand energy, creating internal and external brand advocacy. ...

The above presentation is an overview of my paper which focuses on using social media to link organisational energy to brand energy, creating internal and external brand advocacy.

It examines the stages of culture development that are needed to take full advantage of the benefits and rewards that are waiting for companies to secure.

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    Social media business club meeting brand advocacy march 2014 Social media business club meeting brand advocacy march 2014 Presentation Transcript

    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media used Strategically - Organisational Energy and Branding.………….. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically The starting point for any corporate or programme organisation is to ask the questions. How does social media investment relate to business value? What kind of strategic thinking will corporate and programme leaders need to engage in? How will business and programme leaders harness social media to help with the evolution of the company or programme? Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically The starting point for any corporate or programme organisation is to ask the questions. What impact does social media strategy have on organisational culture? What are the costs? What will the ROI be? How will I measure the ROI? Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Networking | Keynote Speakers | War Games | Fun, Fun and More Fun - £ £ ££££££ Open Business Culture Silos Closed BusinessValueorrealisationofthebenefits Time & Resources Time & ResourcesEarly Adopters Budget, Time & Resources Socially Tactical Socially Integrated Socialised culture Leadership Phases Listen Analyse Strategy & Plan Engage Implement Manage Champion Integrate Socialise Strategic Components -Social SWOT -Internal / External segmentation - Social Network Analysis & Research -Listening protocol and Listening Governance - Stakeholder analysis and mapping -Energy analysis & mapping - Education & Training -Setting SMART objectives -Budget -interlocking strategies and plans - Pilot Programme & projects -Channel management -ROI Blueprint metrics -Teams and workflows -Analysis & reporting -Feedback loops -Programme Governance -Culture management -Shared objectives -Employee involvement -integration across the organisation -Social business management structure -Extended community -Measure the benefits
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically The premise is that there is a connection between the energised organisation, which leads to an energised brand, which in turn leads to more profit. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically For years, we have ignored the role which emotions play in shaping corporate behaviour and the effect of this behaviour on brands. We talk about emotional intelligence, but surely we should be considering how we should use our emotions intelligently to build into the emotional edge of the brand personality? Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Social media is a strategic tool that will enable us to harness the internal organisational energy and build brand relationships in the marketplace. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Social media chaos. These “invisible” social networks do not appear on any formal organisational chart. They will not be shown in the programme organisational structure. These social networks exist with or without your adoption of social media in a formal sense, they are already there. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Social media chaos. They are important for energising your organisation and brand and should be brought into the scope of any organisational culture, programme or corporate, so they can be engaged to help us realise the benefits such as employee brand advocacy. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically At any given point in time an organisation can be characterised by its energy zones and energy state. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically The energy that links organisations and all their stakeholders manifests itself in the way stakeholders think, their emotions towards the organisation, the way they feel and behave towards the organisation, its goals, products and services. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically This means that we can’t just rely on the communications strategy and plan, which we would traditionally craft to manage and create brands in the consumers’ minds. We need to address all the organisational stakeholders. We have to energise the employees. They have to believe in the brand and live its values Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically The social networks that can be created in a socialised organisation will reach out into the markets and broader publics. They will act as the arteries that deliver the life blood for creating and enhancing the organisational energy. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically With highly oxygenated blood the corporate and organisational muscles will start to grow resulting in a stronger organisation and brand. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically This is a leadership issue…The best leaders first understand the flow of organisational energy. They understand the interconnection between emotional energy, and organisational energy. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically They can then mobilise the organisational energy, and then focus it. Social media is social by definition and as such can be used to channel emotional energies. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Organisations differ in both the intensity and quality of energy. Intensity refers to the strength of organisational energy as seen in the level of activity, the amount of interaction, the extent of alertness. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically The quality an organisation can be seen as the positive or negative context of the emotional excitement in the energy. Symptoms of lower or negative energy may be apathy and tiredness, inflexibility, damaging politics and cynicism. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Qualitatively, positive emotional energy can be characterised as enthusiasm, joy and satisfaction. Whereas negative emotional energy is characterised by fear, frustration or sorrow. Part of the social media analysis will be to map the organisation into different energy zones. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Networking | Keynote Speakers | War Games | Fun, Fun and More Fun - £ £ ££££££ Open Business Culture Silos Closed BusinessValueorrealisationofthebenefits Time & Resources Time & ResourcesEarly Adopters Budget, Time & Resources Socially Tactical Socially Integrated Socialised culture Leadership Phases Listen Analyse Strategy & Plan Engage Implement Manage Champion Integrate Socialise Strategic Components -Social SWOT -Internal / External segmentation - Social Network Analysis & Research -Listening protocol and Listening Governance - Stakeholder analysis and mapping -Energy analysis & mapping - Education & Training -Setting SMART objectives -Budget -interlocking strategies and plans - Pilot Programme & projects -Channel management -ROI Blueprint metrics -Teams and workflows -Analysis & reporting -Feedback loops -Programme Governance -Culture management -Shared objectives -Employee involvement -integration across the organisation -Social business management structure -Extended community -Measure the benefits
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Social Media Strategy Relates to Investment, Value and Culture. • Listen • Analyse • Strategy and plan • Engage • Implement • Manage • Champion • Integrate • Socialise Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Networking | Keynote Speakers | War Games | Fun, Fun and More Fun -Social SWOT -Internal / External segmentation - Social Network Analysis & Research -Listening protocol and Listening Governance - Stakeholder analysis and mapping -Energy analysis & mapping - Education & Training -Setting SMART objectives -Budget -interlocking strategies and plans - Pilot Programme & projects -Channel management -ROI Blueprint metrics -Teams and workflows -Analysis & reporting -Feedback loops -Programme Governance -Culture management -Shared objectives -Employee involvement -integration across the organisation -Social business management structure -Extended community -Measure the benefits
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically What is The Investment?…….. The organisation will develop through socialisation phases. As it passes through these phases there is a need for investment in leadership, time and budgeting. The management will need to allocate this investment and incorporate this into the blueprint design. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically What is The Investment?…….. Social media can be time-hungry, so at the start of the socialisation the majority of the costs will be directly related to time and labour. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically What is The Investment?…….. In the initial phases there may also be some technology costs related to the implementation of a social media strategy. There are free tools but these can be limited. The major issue is the investment related to the realisation of the benefits. You need to ensure these are detailed in the strategies and plans within the programmes. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically What is The Investment?…….. As social media scales up other investments that should be considered are: Programmes to harness employee participation. Resources and budget to build dedicated teams. Budgets for increased education & training across the organisation, both formal and informal. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically What is The Investment?…….. As social media scales up other investments that should be considered are: Budget allocated to governance. Capital expenditure associated with enterprise wide social media tools such as listening and analytics tools - Radian or Lithium or internal platforms such as Chatter, Jive, Blogtronix, SocialText, Confluence or Yammer etc. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically What is The Business Value?…….. An increase in sales, cost savings. Service level improvements resulting in better customer satisfaction, better stakeholder communication resulting in reduced risk. Improved internal communication resulting in better team working, employee satisfaction and consumer advocacy, etc. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Organisational Culture. The organisational culture will need to take on board the socialisation process. The benefits will be realised through energising the organisation and the brand. You may consider the cultural adoption as a barometer of the success. The trust will need to be a measure on the blueprint design. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Organisational Culture. As the culture becomes more open and trust and transparency are developed through the socialisation process the hierarchical closed corporate culture, with silos and communication policies that have a “need to know” mentality, will melt away. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Networking | Keynote Speakers | War Games | Fun, Fun and More Fun - £ £ ££££££ Open Business Culture Silos Closed BusinessValueorrealisationofthebenefits Time & Resources Time & ResourcesEarly Adopters Socially Tactical Socially Integrated Socialised culture Leadership Phases Listen Analyse Strategy & Plan Engage Implement Manage Champion Integrate Socialise
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Phases of Socialisation - Early Adopters. Early adopter organisations will be new to social media. Initially they will be overwhelmed by the scope and sheer scale of engagement required in such an initiative. The person given the task to integrate the social media will probably be in or affiliated to the marketing department and probably think social media is another tactic. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Phases of Socialisation - Socially Tactical This type of organisation will be technically focused, understand the tools and you will be able to implement the technologies. The epicentre or centre of momentum driving the social media will be the marketing department and this will be corporate communications focused. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Phases of Socialisation - Socially Integrated. The socially integrated organisation will be advanced in their use of social media tools and technology. These organisations will see the need for leadership within this area. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Phases of Socialisation - Socially Integrated. This may fall to the programme manager and the business change manager within a programme organisation or a social media manager or community manager, etc. These people may live in marketing but assist other departments in their efforts in a corporate organisation. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Phases of Socialisation - Fully Socialised Culture. The end benefit for a fully socialised organisation is a totally flat, open structure where any employee can engage and collaborate with all internal/external audiences. This is tempered with the need for risk management. Hence, this may be the ultimate goal for most organisations going through transformation change. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Phases of Socialisation - Fully Socialised Culture. To energise the organisation and the brand with social media at the core of the programme it may be that organisations will evolve through small programme teams. Organisations with a high percentage of generation Y in their culture, who are already wired for social media, will engage social media more readily. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Phases of Socialisation - Fully Socialised Culture. Having a high percentage of generation Y in the culture will result in the culture naturally finding socially new ways to communicate internally and externally. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Leadership Phases in Socialising an Organisation. Leaders need to drive cultural initiatives in order to support social media adoption and integration within the programme or corporate organisation. Some organisations will find this difficult because of their culture, skill set or industry. These organisations will only have the capacity to evolve part-way to a fully socialised organisation. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Management Needs to Change in the Socialised Organisation. The mode of coordinating work must shift from bureaucratic control to dynamic linking of teams. Networking | Keynote Speakers | War Games | Fun, Fun and More Fun
    • Networking | Lightning Speakers | War Games | Fun, Fun and More Fun Internal Social Media Used Strategically Question. Choose a team member’s company as an example. Explain the stage or phase your company is at in the socialisation process. What would you expect to gain from improving on your position and why? This presentation can be found at socialmediastrategy.org.uk/blog Networking | Keynote Speakers | War Games | Fun, Fun and More Fun