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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! …

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

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