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Social Media Lifecycle Management

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  • 1. Social Media Opportunities andRisks – A Lifecycle Approach forthe EnterpriseThe program will begin shortly. Please listen to the webinar through yourcomputer audio. Make sure your speakers are turned on.
  • 2. Some Reminders . . . • During the call you can ask questions by clicking on the questions link at the top of your screen. We will address these questions following the presentation. • If for some reason we are not able to get to your question(s) in the time allotted, our presenters would be happy to have a separate discussion to answer your inquiries. • After the webinar, all attendees will receive a link to a copy of the presentation and recording2 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 3. Discussion Topics The Social Media Landscape The Social Media Lifecycle Risk Management Questions and Answers3 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 4. Discussion Topics The Social Media Landscape The Social Media Lifecycle Risk Management Questions and Answers4 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 5. 5 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 6. Top External (or Customer-Facing) Social Strategy Objectives 2011 Social website integration is the top external priority in 2011 for 47% of corporate Social Strategists Base: 140 Global Corporate Social Strategists Source: corporateventuringconference.com6 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 7. Adoption and Spending Forecast Reveals Key Trends for 2011 Three major social business spending areas Internal Soft Costs: This includes Staff to Manage the program, Education and Training, and Research and Development Customer-Facing Initiatives: This includes Ad/Marketing Spend on social networks, Traditional Agencies (deploying social media), Boutique Agencies (specializing in social media), and Influencer/Blogger Programs Technology Investments: This includes Brand Monitoring, Community Platform, Custom Technology Development, Social CRM (SCRM), and Social Media Management Systems (SMMS) Key Trends • In 2011, corporations will increase spending on staff to manage social business though team sizes will remain small • 78% of social strategists will invest in training and education this year, yet it will be underfunded • Corporations will invest heavily in ad and marketing on social networks, though fail to truly engage or leverage the social graph • More corporations will adopt brand monitoring, increasing their investment by 56% over last year, but return on investment (ROI) problem will persist • Advanced corporations will invest in custom technology development, including integration of social networks on the corporate website • To scale, more mature programs will invest in nascent systems, such as social media management systems (SMMS) and social CRM (SCRM) Source: corporateventuringconference.com7 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 8. Social Media Technologies by Function Archiving & Content Monitoring & Analytics Compliance Management• Tools to facilitate capturing and • Tools to facilitate centralized and • Listen, monitor, and engage in • Perform analysis on storing social communications for robust user interaction on social conversations in the social space monitored social regulatory compliance networks conversations • Identify PR issues/negative events• Tools to control and prevent • Implements workflow to allow • Capture and measure brand • Platform to respond and engage in violations review and moderation of content sentiment customer relationship management• Integration with existing archive • Central library for pre-reviewed and (CRM) • Calculate ROI and track platforms approved content. metrics • Identify social trends and activities Example Vendors Example Vendors Example Vendors8 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 9. Security Concerns Social Network Users More Vulnerable To Security Risks – 21% accept contact offerings from members they dont recognize – More than half let acquaintances or roommates access social networks on their machines – 64% click on links offered by community members or contacts – 26% share files within social networks – 20% have experienced identity theft – 47% have been victims of malware infections – Facebook has been hit with malicious applications and new version of the Koobface virus, which allows hackers to steal information from personal profiles http://www.webpronews.com9 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 10. Social Media Hacking Example10 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 11. Another Risk – Social Widgets11 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 12. Discussion Topics The Social Media Landscape The Social Media Lifecycle Risk Management Questions and Answers12 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 13. The Social Media Lifecycle STRATEGY Establish linkage to corporate objectives MEASURING THE CREATING THE PLAN RESULTS Putting the plan into the Collect data and validate Business corporate development against goals and adjust approach as needed Strategies process DEVELOPMENT AND IMPLEMENTATION CHANGE AND MONITORING MANAGEMENT Obtain final sign-offs and Developing the product monitor the activity in a and testing in a non- production mode production mode13 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 14. The Social Media Lifecycle Strategy Activities • Specifically scope the intended use and expected outcomes • Assess the competitive landscape to determine if social media intentions are groundbreaking or already in existence from others STRATEGY Establish linkage to corporate objectives • Align the goals for social media usage with company business objectives • Determine potential social media functional options and align with MEASURING THE RESULTS CREATING THE PLAN Putting the plan into the Collect data and validate Business existing marketing/communications processes against goals and adjust Strategies corporate development process approach as needed • Develop an inventory of risks that will be assessed and managed • Develop methods and metrics for measuring intended results IMPLEMENTATION DEVELOPMENT AND CHANGE AND MONITORING MANAGEMENT Obtain final sign-offs and • Developing the product Identify high-level schedule and intended delivery of capabilities monitor the activity in a production mode and testing in a non- production mode • Determine appropriate gates for “go/no-go” decisions on rolling out the capabilities14 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 15. The Social Media Lifecycle Creating the Plan Activities • Identify executive sponsorship for the work • Identify the stakeholders for implementing the social media capabilities and assign appropriate ownership STRATEGY Establish linkage to corporate objectives • Begin training of stakeholders • Define functional requirements and prioritize them MEASURING THE CREATING THE PLAN RESULTS • Determine impact on existing technical standards/patterns and Collect data and validate against goals and adjust Business Putting the plan into the corporate development Strategies process potential implications of new capabilities approach as needed • Select products/tools and implementation scheme (SaaS, self- managed) IMPLEMENTATION DEVELOPMENT AND CHANGE AND MONITORING MANAGEMENT Obtain final sign-offs and • Review the skills needed to deliver the social media capabilities monitor the activity in a production mode Developing the product and testing in a non- production mode and identify gaps that may need to be addressed between those that currently exist in the company • Develop a detailed project plan to include timeline requirements, resource needs, and dependencies on other initiatives • Review company social media policies and revise as necessary15 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 16. The Social Media Lifecycle Development and Change Management Activities • Identify potential pilot and proof-of-concept needs • Define the development environment design, and implement necessary technical capabilities and tools support STRATEGY Establish linkage to • Review infrastructure management procedures and confirm corporate objectives adherence to them • Validate appropriate solution design and signoff procedures. MEASURING THE • Confirm testing requirements and overall design RESULTS CREATING THE PLAN Putting the plan into the Collect data and validate Business corporate development against goals and adjust • Confirm implementation requirements and coordination approach as needed Strategies process • Define training requirements for pilot participants • Design training curriculum and timing DEVELOPMENT AND IMPLEMENTATION CHANGE AND MONITORING • Develop communication plan for impacted internal and external Obtain final sign-offs and MANAGEMENT Developing the product monitor the activity in a personnel production mode and testing in a non- production mode • Define necessary monitoring capabilities and procure necessary tools16 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 17. The Social Media Lifecycle Implementation and Monitoring Activities • Review final “go/no-go” requirements and determine appropriate STRATEGY Establish linkage to actions corporate objectives • Conduct training with applicable personnel • Create implementation checklist MEASURING THE RESULTS CREATING THE PLAN Putting the plan into the Collect data and validate Business corporate development against goals and adjust Strategies process • Distribute final communications to necessary internal and external approach as needed personnel • Implement monitoring capabilities IMPLEMENTATION DEVELOPMENT AND CHANGE AND MONITORING MANAGEMENT Obtain final sign-offs and • Developing the product Monitor production activities and create accountability for issues monitor the activity in a production mode and testing in a non- production mode17 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 18. The Social Media Lifecycle Measuring the Results Activities STRATEGY • Collect key measurements and analyze results Establish linkage to corporate objectives • Create reports to track results and comparison to intended metrics • Identify gaps and determine ongoing expectations for results MEASURING THE CREATING THE PLAN RESULTS Putting the plan into the Collect data and validate Business • Determine next-phase (from pilot exit to full implementation) against goals and adjust approach as needed Strategies corporate development process capabilities and ongoing enhancements to the social media capabilities • Execute communications plan to socialize pilot results and define IMPLEMENTATION AND MONITORING DEVELOPMENT AND CHANGE MANAGEMENT next steps Obtain final sign-offs and monitor the activity in a Developing the product and testing in a non- production mode production mode18 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 19. The Social Media Lifecycle Guiding Principles • Ensure that the social media capabilities have appropriate oversight and ownership • Coordinate/integrate social media efforts with other marketing activities Governance • Monitor market developments with emerging social media offerings • Establish appropriate review and quality assurance steps • Review current skill sets within the organization and validate what may be needed to deliver social media efforts. Introductory and “expert usage” training is essential. Capabilities • Make sure that the IT organization is appropriately involved for evaluation and consideration of social media designs • Establish an environment where capabilities can be developed with appropriate oversight and security. Reinforce with clear policies and procedures. • Design appropriate monitoring oversight for development and production environments Integrity • Review interaction of social media capabilities with existing systems and business processes • Validate risks and ongoing monitoring steps • Validate security design • Ensure appropriate access to development and production environments Security • Review and implement automated tools to support security monitoring • Integrate with your existing security and privacy practices19 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 20. Discussion Topics The Social Media Landscape The Social Media Lifecycle Risk Management Questions and Answers20 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 21. Regulatory/Legal Environment • Three Italian Google executives are convicted of privacy violations • The EU Article 29 Working party provided Opinion 5/2009 on social networking • Increasing pressure is applied to Facebook to give its users more control over their personal information • The U.S. Federal Trade Commission (FTC) has created guidelines on Internet privacy to protect consumers • Senator McCain and Senator Kerry introduced a privacy bill that would require companies to clearly inform customers when their data is being collected and indicate how the information will be protected • Canada has the Personal Information Protection and Electronic Documents Act (PIPEDA). Office of the Privacy Commissioner has been investigating Facebook. • The U.S. HITECH act requires immediate disclosure to individuals and to media outlets when 500 or more individual records have been compromised.21 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 22. Regulatory/Legal Environment (cont.) • Google Inc. has agreed to settle Federal Trade Commission charges that it used deceptive tactics and violated its own privacy promises to consumers when it launched its social network, Google Buzz, in 2010. The agency alleges the practices violate the FTC Act. The proposed settlement bars the company from future privacy misrepresentations, requires it to implement a comprehensive privacy program, and calls for regular, independent privacy audits for the next 20 years. This is the first time an FTC settlement order has required a company to implement a comprehensive privacy program to protect the privacy of consumers’ information. • California has tried to pass a bill that would force Facebook and other social networking sites to allow parents to police their children’s pages or face fines up to $10,000. The bill, known as the Social Networking Privacy Act, would require sites to carefully monitor information on those pages of users younger than 18. It would also allow the parents to demand the site take down whatever they deem unsuitable for their child. • Marylands proposed User Name and Password Privacy Protection Bill is intended to protect the personal privacy of job applicants and employees in the State of Maryland. The bill was drafted because a Maryland Corrections Officer was asked to turn over his Facebook user name and password during an interview. • U.S. Representatives Ed Markey and Joe Barton introduced a bill that would make it very difficult for anyone to go online and track young American children. The new bill would also prevent marketers from gathering information concerning teenagers’ personal information and location.22 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 23. Results from UK Survey Although policies may exist . . . 61% 24% employees don’t know policy exists 16% receive guidance on what to say 8% receive guidance on what to upload 39% Have Policy No Policy Social media policy Did you know ? 51% of workers surveyed claim to engage in social media during work 14% of workers know of somebody disciplined for inappropriate social media activity Workers aged 18-24 are most regular users – 1 in 5 engage several times an hour 35% UK employees say social media activity is not allowed in workplace Source: Protiviti web article click here23 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 24. Results from other recent studies • Improve customer relations and 81% build brands 69% • Value in recruitment 64% • Value in customer service 46% • Improves employee morale • Enterprises will have a Gartner predictions 40% corporate face book for 2015 • Discretionary consumer 80% spending influenced Sources: • Russell Herder and Ethos Business Law Study http://www.marketingcharts.com, • Gartner24 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 25. What’s the Risk? Statements or other shared media could violate regulatory Regulatory Risk and compliance requirements. (“Famous person A just visited our healthcare facility and was treated for…”) Information that is strategic to a company could be IP Loss inappropriately released. (“Company A whom I work for is working on this cool new project to…”) Data that potentially violates regulatory/compliance Sensitive Data requirements could be communicated. (“Celebrity A just came Loss to the hospital to have this treatment done…”) Slanderous remarks and comments from a disgruntled Reputation Risk employee could created damaging perceptions. (“If you work for Company B, you will be mistreated and not respected...”)25 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 26. What’s the Risk? (cont.) Remarks about company performance could impact stock Financial Risk price and performance. (“The strategic plan for Company C is not going to work and results are not going to be good…”) Release of information about what someone is doing or where Safety Risk someone is traveling. (“Our executive team is meeting at Location Z…”) Remarks made by an individual or friends of an individual Personal could be viewed by others (“I can’t believe what happened the Reputation Loss other night when I was out for dinner…”) Appropriate involvement of stakeholders and executive Lack of oversight do not correlate social media activities to company Governance objectives and culture.26 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 27. What’s the Risk? (cont.) Metrics used to measure results of social media efforts may Metrics Integrity be invalid or inappropriately measured leading to poor Risk decisions and investments. What is said on social media sites can, and will, be used Litigation Risk against individuals and companies in a court of law. The rich content and enormous traffic loads of social media Infrastructure communication will consume network (bandwidth) and storage Stability Risk resources. Knowing what to plan for is difficult. Access to social media sites opens the door to unauthorized Information disclosure of information as well as in-bound malware and Security Risk phishing attacks.27 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 28. Social Media Policies – An Opportunity • Don’t Start From Scratch – Leverage your existing policies (acceptable use, communications, HR, etc.) and use the topic to reinforce what you have in place – Many companies are sharing their work • Use new technologies to raise awareness of security, privacy and your organization’s focus on risk management – Reinforce enterprise commitment and why it exists – Make sure employees understand how the technologies will be used (Acceptable Use) • Communicate the business need and the risks – Socialize your decision and the criteria – Use the opportunity to educate your employees on personal use – Create process to gather feedback and incorporate changes into future versions of the policies28 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 29. Where Organizations Typically Seek Assistance • Refining the scope of the effort – Help with defining what the intended benefits will be and linkage to other strategic initiatives • Building meaningful and measurable metrics of merit – Identify data sources for gathering metrics – Develop scorecards showing trends and support for intended benefits • Product selection and implementation • Organizing a pilot and plan to scale – Develop an appropriate timeline – Identify appropriate stakeholders – Provide perspective on available vendor tools and capabilities • Identify and implement risk management capabilities – Inventory risks based on the initiative • Information security policy refinement29 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 30. Discussion Topics The Social Media Landscape The Social Media Lifecycle Risk Management Questions and Answers30 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 31. Contacts Tom Andreesen Cal Slemp Managing Director Managing Director t: +1 913.685.6241 t: +1 203.905.2926 m: +1 913.707.8814 m: +1 203.247.2458 thomas.andreesen@protiviti.com cal.slemp@protiviti.com Ryan Rubin John Hollyoak Director Senior Manager t: +44 207.389.0436 t: +1 312.364.4907 m: +44 7867.5066.90 m: +1 312.952.0003 ryan.rubin@protiviti.co.uk john.hollyoak@protiviti.com31 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 32. Join Protiviti at Gartner Symposium ITxpo 2011 • Orlando, Florida, USA October 16 – 20, 2011 • Join 7,500 senior IT executives – including 2,000 CIOs • Continue the discussion on social media and a host of other topics – meet with Protiviti and Gartner experts • Need more info? Visit http://www.gartner.com/technology/symposium/orlando/index.jsp32 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 33. Appendix – Live Poll Results33 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.
  • 34. Appendix – Live Poll Results34 © 2011 Protiviti Inc. CONFIDENTIAL: This document is for your companys internal use only and may not be copied nor distributed to another third party.