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Corporate
Guidelines
for
  Social
Media
Efforts          October
2011     Raúl
Colón,
CISA,
CGEIT,
ISO
27001
LA
Corporate
Guidelines
for
Social
        Media
Efforts Show Importance of Social Media to Business               Stakeholders
Show Importance ofSocial Media for    Business  stakeholders
Many Stakeholders Different Perspectives
CEO            COO      CMO                                  CIO HR                           PR                          ...
Objectivity = Return On Investment (ROI)
Non - Financial Impact
Financial Impact
(Gain
from
Investment
‐
Cost
of
Investment)ROI
=              Cost
of
Investment          R.O.I. Equation
hIp://thebrandbuilder.wordpress.com
Understanding Strategy, Tactics, Goals, & Targets
Made up of lots of moving parts...             Strategy
Methods Used to Execute a Strategy                Tactics
Desired End PointGoals
Specific ValueTargets
Your  Policies should beyour 1st lineof defense.
What every company should       know about  Social Media Policies.
% of Companies WithoutSocial Media Policies
by Platform
Strength           Weakness     Business
         Not
Easily
     Friendly          SearchableOpportunity        Threat   ...
Strength            Weakness    Synchs
with              Steps
To    Other
Apps               Check
InOpportunity         ...
Strength            Weakness   Largest
User
    Constantly
Changing
       Base           Security
PoliciesOpportunity    ...
Strength              Weakness Great
Resource
         Working
on
 for
InformaEon        Business
ModelOpportunity        ...
Strength            Weakness     User
Rich
       Low
AdopEon    Experience            RateOpportunity         Threat 
Use...
Strength              Weakness      New
&                Immature    InnovaEve               SystemOpportunity           T...
Corporate
Guidelines
for
  Social
Media
Efforts   Identify Risks in Social Media
Identifying Risks at a High Level
Can Bring Many Black Swans
Don’t Run Away
Many Myths that Can Hurt Your Organization
ocial Media is a Waste of Time
It’s Complicated
Anyone Can Do That Job
w Shiny Thing it Won’t Last
Lack of Policies
Lack of Monitoring
No Incident Reporting Structu
Data Leakage
Loss of Access Control
Corporate
Guidelines
for
  Social
Media
Efforts  Formulate Social Media Policies        for Your Company
•   Employee Code of Conduct for :     • Online Communications     • Company Representation in Online Communications•   Em...
• Don’t Post Anonymously• Separate Words From Personal & Business• RESPECT - for clients, fellow employees and  competitor...
• RESPECT - the privacy of clients and peers• Highlight places where confidentiality might slip• List what is ok to share,...
•         Ask if Unsure!•    Common Sense & Judgement
Corporate
Guidelines
for
Social
        Media
EffortsPlan for Crisis Management and Managing the                   Inevitable
Managing The Inevitable
Recognize You are Not In Control
Build Relationships
1. Truth is the ultimate spin.               2. Know your story.               3. Know your audience.               4. Pra...
New Rules of Open Leadership
Respect that Customers & Employees Have Power
Share Constantly to Build Tru
Nurture Curiosity and Humility
Hold Openness Accountable
Forgive Failure
Thank
You!Next
Steps?
QuesZons?    More Info Visit          http://cimapr.net/LatinCacs
Photo
Credits
      Slide 3 - by webtreats- http://www.flickr.com/photos/webtreatsetcSlide 4 - by Håkan Dahlström - http:/...
Photo
Credits
      Slide 28 - by Phillie Casablanca http://www.flickr.com/photos/philliecasablanca/Slide 29 - by Vincepal...
Photo
Credits
      Slide 51 - by timparkinson - http://www.flickr.com/photos/timparkinson/Slide 52 - by pagedooley - http...
Raúl
ColónCISA,
CGEIT,
ISO
27001
LA               raulcolon.net               cimapr.net
               TwiIer:
@rj_c     ...
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ISACA Corporate Guidelines For Social Media Efforts

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Latin CACS San Juan Puerto Rico 2011

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  • \n
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  • How do you show importance?\nWhat things do you think Social Media has an advantage over?\nHas your Company started with Social Media?\n\n
  • Everyone Looks at it from a Different Perspective\nMarketing \nCustomer Service\nSUpport\nC-Level MAnagement\n\n
  • CEO - Wants the organization to work as a whole. He leads the key strategy. \nCOO - Takes care of anything operational he looks at social media with the purpose of finding the organization to be more operational\nCMO - Is looking for effective and hopefully efficient ways to market the business and increase sales\nCIO - Is making sure the organization stays up to date with all emerging technologies if aligned with COO can make key decisions to help with business intelligence using the right tools. \nPR - Making sure that the public perceives the organization in the correct way.\nHR - In charge or recruiting can leverage social media to cut recruiting costs and recruit better quality resources\n\nWhere is the CISO? Everything I have read regarding social media usually leaves de CISO out of the picture\n
  • Return on investment\n\nOnly one Way to Measure REturn on Investment\n
  • Non-Financial Impact\n Website Visitors\n Impressions\n Customer Complaints\n Click-Throughs\n Positive Press\n Coupons Distributed\n Youtube Views\n Visitors to a Brick & Mortar Store\n Positive WOM\n Negative Word of Mouth\n Delivered Emails\n Negative Press\n Employment applications\n Facebook Friends\n Blog Comments\n Social Mention\n Twitter Followers\n\n
  • Return on investment\n
  • Return on investment\nAny Accounting or Business MAjors in the room\n
  • From Olivier Blanchard The Brandbuilder\n\n
  • \n
  • Use Facebook to Increase both our reach and our prospect to customer conversions. \n
  • Two of the tactics would be \n\n1. Discount Coupons for new connections on Facebook on their first online purchase\n\n2. $5 off his or her next online purchase to anyone who share on facebook this week?\n
  • Organization’s desired End Point, also known as objective\n\nGoals set a direction and focus of an activity, whereas the targets established specific parameters of success for accomplishing goals. \n
  • Specific value assigned to an objective within a finite timeframe. \n\nExample Companies Goals is to increase net new trasacting customers the target would be 100 new customers in Q1\n\n\n
  • How many of you have one social media policy?\nHow many of you have various policies for Social Media?\n\nHow many of your policies link up to Social Media and Online presence?\n
  • \n
  • Large percentage of companies without social Media Policies. \n
  • \n
  • Any Others?\nHow many people are on linkedin\n
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  • Many issues can be seen by someone who is up to date in Social Media from a high level\n\n
  • I really think Social Media has created a few Black Swans (based on Nassim Taleb’s Book) when it comes to protecting your organization. Which clearly means that Social Media has created a monster nobody is able to tame. \n\n
  • If you run away .. You might get hit by a Train\n\n
  • \n
  • How many things take the attention away from social media. \n
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  • How many of you have played a video game on a fighter jet?\nHow many of you have been in an Fighter JEt Simulator?\n\n
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  • Al these myths create this situation where there are the following\n
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  • Transcript of "ISACA Corporate Guidelines For Social Media Efforts"

    1. 1. Corporate
Guidelines
for
 Social
Media
Efforts October
2011 Raúl
Colón,
CISA,
CGEIT,
ISO
27001
LA
    2. 2. Corporate
Guidelines
for
Social
 Media
Efforts Show Importance of Social Media to Business Stakeholders
    3. 3. Show Importance ofSocial Media for Business stakeholders
    4. 4. Many Stakeholders Different Perspectives
    5. 5. CEO COO CMO CIO HR PR CISOWhere do they agree regarding SM?
    6. 6. Objectivity = Return On Investment (ROI)
    7. 7. Non - Financial Impact
    8. 8. Financial Impact
    9. 9. (Gain
from
Investment
‐
Cost
of
Investment)ROI
= Cost
of
Investment R.O.I. Equation
    10. 10. hIp://thebrandbuilder.wordpress.com
    11. 11. Understanding Strategy, Tactics, Goals, & Targets
    12. 12. Made up of lots of moving parts... Strategy
    13. 13. Methods Used to Execute a Strategy Tactics
    14. 14. Desired End PointGoals
    15. 15. Specific ValueTargets
    16. 16. Your Policies should beyour 1st lineof defense.
    17. 17. What every company should know about Social Media Policies.
    18. 18. % of Companies WithoutSocial Media Policies
    19. 19. by Platform
    20. 20. Strength Weakness Business
 Not
Easily
 Friendly SearchableOpportunity Threat Find
Quality
 Exposes
Your
 Business
 Employee
List RelaEonships LinkedIN SWOT
    21. 21. Strength Weakness Synchs
with Steps
To Other
Apps Check
InOpportunity Threat Strong
 Gives
Away
 Following CriEcal
InformaEon SWOT
    22. 22. Strength Weakness Largest
User
 Constantly
Changing
 Base Security
PoliciesOpportunity Threat People
Live
on
 FaEgue Facebook Facebook SWOT
    23. 23. Strength Weakness Great
Resource
 Working
on
 for
InformaEon Business
ModelOpportunity Threat Easily
integrated
 Lack
of
 to
other
Apps Funding SWOT
    24. 24. Strength Weakness User
Rich
 Low
AdopEon Experience RateOpportunity Threat 
Used
to
Improve Larger Morale 
CompeEtors
(FB) Gowalla SWOT
    25. 25. Strength Weakness New
& Immature InnovaEve SystemOpportunity ThreatGreat
to
Integrate
 Not
Understandingw/
Business
Tools FuncEonality Google+ SWOT
    26. 26. Corporate
Guidelines
for
 Social
Media
Efforts Identify Risks in Social Media
    27. 27. Identifying Risks at a High Level
    28. 28. Can Bring Many Black Swans
    29. 29. Don’t Run Away
    30. 30. Many Myths that Can Hurt Your Organization
    31. 31. ocial Media is a Waste of Time
    32. 32. It’s Complicated
    33. 33. Anyone Can Do That Job
    34. 34. w Shiny Thing it Won’t Last
    35. 35. Lack of Policies
    36. 36. Lack of Monitoring
    37. 37. No Incident Reporting Structu
    38. 38. Data Leakage
    39. 39. Loss of Access Control
    40. 40. Corporate
Guidelines
for
 Social
Media
Efforts Formulate Social Media Policies for Your Company
    41. 41. • Employee Code of Conduct for : • Online Communications • Company Representation in Online Communications• Employee: • Blogging Disclosure Policy • Facebook Usage Policy • Personal Blog Policy • Corporate: • Personal Social Network Policy • Blogging Policy • Personal Twitter Policy • Blog Use Policy • Blog Post Approval Process • LinkedIn Policy • Blog Commenting Policy • Google Plus Policy • Facebook Brand Page Usage Policy • Facebook Public Comment/Messaging Policy • • Twitter Account Policy • YouTube Policy • YouTube Public Comment Policy • Company Password Policy • Policies & More Policies
    42. 42. • Don’t Post Anonymously• Separate Words From Personal & Business• RESPECT - for clients, fellow employees and competitors• Responsibility
    43. 43. • RESPECT - the privacy of clients and peers• Highlight places where confidentiality might slip• List what is ok to share, what is not.• Confidentiality
    44. 44. • Ask if Unsure!• Common Sense & Judgement
    45. 45. Corporate
Guidelines
for
Social
 Media
EffortsPlan for Crisis Management and Managing the Inevitable
    46. 46. Managing The Inevitable
    47. 47. Recognize You are Not In Control
    48. 48. Build Relationships
    49. 49. 1. Truth is the ultimate spin. 2. Know your story. 3. Know your audience. 4. Practice telling your story. 5. Establish a criteria for success. 6. Stop when the crisis is over.Robbie Vorhaus | vorhaus.comInternationally recognized, trusted media,and reputation advisor to world leaders.
    50. 50. New Rules of Open Leadership
    51. 51. Respect that Customers & Employees Have Power
    52. 52. Share Constantly to Build Tru
    53. 53. Nurture Curiosity and Humility
    54. 54. Hold Openness Accountable
    55. 55. Forgive Failure
    56. 56. Thank
You!Next
Steps?
QuesZons? More Info Visit http://cimapr.net/LatinCacs
    57. 57. Photo
Credits
 Slide 3 - by webtreats- http://www.flickr.com/photos/webtreatsetcSlide 4 - by Håkan Dahlström - http://www.flickr.com/photos/dahlstroms/Slide 5 - by tiarescott - http://www.flickr.com/photos/tiarescott/Slide 6 - by seanmcmenemy - http://www.flickr.com/photos/seanfxSlide 8 - by digitalmoneyworld - http://www.flickr.com/photos/digitalcurrency/Slide 9,10 - Olivier Blanchards - http://thebrandbuilder.wordpress.comSlide 11 - by Goodnight London - http://www.flickr.com/photos/goodnight_london/Slide 12 - by Tony Austin - http://www.flickr.com/photos/tonyaustinSlide 13 - by Mr/Smith - http://www.flickr.com/photos/manuscriptreplica/Slide 14 - by ericvv - http://www.flickr.com/photos/ericvvSlide 15 - by bk1bennett - http://www.flickr.com/photos/bk1bennettSlide 16 - by TaulPaul - http://www.flickr.com/photos/brandandbutterSlide 17 - by clopezhernandez - http://www.flickr.com/photos/61414976@N00/Slide 18 -by JanMiddleton - http://www.flickr.com/photos/37333664@N06/Slide 19 - by draganakotor - http://www.flickr.com/photos/32847557@N06/Slide 27 - rjhuttondfw - http://www.flickr.com/photos/rjhuttondfw
    58. 58. Photo
Credits
 Slide 28 - by Phillie Casablanca http://www.flickr.com/photos/philliecasablanca/Slide 29 - by Vincepal - http://www.flickr.com/photos/vincepalSlide 33 - by gojeffrey - http://www.flickr.com/photos/gojeffreySlide 34 - by stevendepolo - http://www.flickr.com/photos/stevendepolo/Slide 35 - by dougclow - http://www.flickr.com/photos/dougclow/Slide 36 - by Sean MacEntee - http://www.flickr.com/photos/smemonSlide 37 - by comedy_nose - http://www.flickr.com/photos/comedynoseSlide 38 - by vinotrip - http://www.flickr.com/photos/vinotripSlide 39 - by neoliminal - http://www.flickr.com/photos/neoliminal/Slide 46 - by The U.S. Army - http://www.flickr.com/photos/soldiersmediacenterSlide 47 - by neoliminal - http://www.flickr.com/photos/neoliminal/Slide 48 - by sprout_labs - http://www.flickr.com/photos/33263856@N02/Slide 49 - Robbie Vorhaus - http://Vorhaus.comSlide 50 - Charlene Li - Open Leadership Book http://Chareleneli.com
    59. 59. Photo
Credits
 Slide 51 - by timparkinson - http://www.flickr.com/photos/timparkinson/Slide 52 - by pagedooley - http://www.flickr.com/photos/pagedooleySlide 53 - by Dan4th - http://www.flickr.com/photos/dan4thSlide 54 - by livingonimpulse - http://www.flickr.com/photos/markus941Slide 55 - by soot+chalk - http://www.flickr.com/photos/wilkristin/
    60. 60. Raúl
ColónCISA,
CGEIT,
ISO
27001
LA raulcolon.net cimapr.net
 TwiIer:
@rj_c Google
+:
gplus.to/raul
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