Social for business: setting a strategy, creating a team


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This is a presentation I delivered at Social Media Week in Berlin in September 2011. For more on the background to the presentation, or if you have any questions, please get in touch with me! Cheers, Sebastian Vasta - @sebastianvasta

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Social for business: setting a strategy, creating a team

  1. 1. Social media for business:Set up your strategy and team.<br />
  2. 2. Social media is a buzzword.<br />“Cool” is not a reason.<br /><br />
  3. 3. Today’s presentation<br />Core considerations<br />Your social media team<br />Your strategy<br />First steps<br />Longer term<br />Sebastian Vasta<br />@sebastianvasta<br />
  4. 4. Core considerations.<br />
  5. 5. Core considerations<br />Put the customer first<br />Sebastian Vasta<br />@sebastianvasta<br />
  6. 6. Jonah Peretti, 2010<br />Broadcast vs Dialogue<br />Sebastian Vasta<br />@sebastianvasta<br />
  7. 7. Jonah Peretti, 2010<br />Broadcast vs Dialogue<br />Sebastian Vasta<br />@sebastianvasta<br />
  8. 8. The Age of theCustomer.<br />
  9. 9. Four uses of social media<br />Inform<br />Entertain <br />Help<br />Reward<br />Sebastian Vasta<br />@sebastianvasta<br />
  10. 10. If you can't link social to sales immediately or in the long term, then why do it?<br />
  11. 11. The Age of<br />Data.<br />Dell, 2010<br />
  12. 12. The Dell Ambition<br /> “The goal is to enable every employee inside the company to have a social radio…every function you can imagine inside the company is going to use social media and community tools.”<br /> - Manish Mehta, VP Social Media & Communities, Dell<br />Sebastian Vasta<br />@sebastianvasta<br />
  13. 13.<br />Insight + Data = Business benefit<br />
  14. 14. Get my drift?<br />Social media is not merely a set of new technologies. <br />It is a set of behaviours that can be applied throughout organisations.<br />Social media represents a fundamental change to the way we do business.<br />Sebastian Vasta<br />@sebastianvasta<br />
  15. 15. It’s about cultural change<br />Education<br />Investment<br />Empowerment<br />Commitment<br />Sebastian Vasta<br />@sebastianvasta<br />
  16. 16. Large vs small<br />Sebastian Vasta<br />@sebastianvasta<br />
  17. 17. Core considerations<br />Put the customer first<br />Answer the ROI question<br />
  18. 18. More than simple numbers<br />Metrics must reflect social behaviours<br />Metrics must be relevant to your objectives<br />
  19. 19. Education<br />Data is your friend<br />NPS can link to money – eventually<br />The timescales are different too<br />Sebastian Vasta<br />@sebastianvasta<br />
  20. 20. Core considerations<br />Put the customer first<br />Answer the ROI question<br />Get the cash<br />Sebastian Vasta<br />@sebastianvasta<br />
  21. 21. Invest in customers<br />Data!<br />Content!<br />Media?<br />Sebastian Vasta<br />@sebastianvasta<br />
  22. 22. First steps <br />Take money from existing budgets<br />Be creative<br />Buy-in to the customer-first model gives you a mandate for change.<br />Sebastian Vasta<br />@sebastianvasta<br />
  23. 23. Building a social media team.<br /><br />
  24. 24. Functions<br />Governance<br />Business-wide strategy and advice/counsel <br />Individual campaign response and project management <br />Community management and BAU marketing updates<br />BAU Care response <br />Corporate Care responses<br />Corporate Communications and response <br />Monitoring/Reporting <br />Sebastian Vasta<br />@sebastianvasta<br />
  25. 25. Breadth, not depth<br /><ul><li>Social
  26. 26. Creative
  27. 27. Technical
  28. 28. Editorial
  29. 29. Analytical
  30. 30. Strategic
  31. 31. All functions should understand all these areas in some way
  32. 32. Customer-focussed, with understanding of business considerations</li></ul>Sebastian Vasta<br />@sebastianvasta<br />
  33. 33.
  34. 34. Your social media team<br /><ul><li>Short term
  35. 35. Whohaveyougot on hand
  36. 36. Incubationorempowerment
  37. 37. Centralisedgovernance
  38. 38. Long term
  39. 39. Anotherchannel to market
  40. 40. Left hand always has to knowwhatthe right hand isdoing – stakeholdersthat will beimpactedmustbeconsulted.</li></ul>Sebastian Vasta<br />@sebastianvasta<br />
  41. 41. First steps<br />Start small<br />Be agile, fail-forward<br />Staggering change is OK – but stay on target<br />Understandthat social media is a long term commitment. <br />Sebastian Vasta<br />@sebastianvasta<br />
  42. 42.
  43. 43. Role of agencies<br />Many specialisations – stay flexible<br />It’s a gold rush – from different angles<br />Trust issues – do you need a gatekeeper?<br />Don’t lose your voice<br />Sebastian Vasta<br />@sebastianvasta<br />
  44. 44. Restructuring<br />A holistic change – part of everyone’s job<br />Your listening post should be listened to<br />Your staff should be your biggest advocates<br />Sebastian Vasta<br />@sebastianvasta<br />
  45. 45. Zappo’s Ambition<br /> At Zappos we are all about blurring lines. Every employee is living the brand, at home, in the office and in social media. Rather than focus on work-life separation, we focus on work-life integration.<br />- Tony Hsieh, CEO,<br />Sebastian Vasta<br />@sebastianvasta<br />
  46. 46. Setting your strategy.<br />Or, ‘What have we learnt today?’<br /><br />
  47. 47. Your strategy<br />Listen first<br />Objectives second<br />How to measure success<br />Are you ready?<br />Prioritisation<br />Long term view<br />Sebastian Vasta<br />@sebastianvasta<br />
  48. 48. Want to hear more? Let’s talk!<br />Sebastian Vasta<br />Twitter: @sebastianvasta<br />LinkedIn:<br />Sebastian Vasta<br />@sebastianvasta<br />