The what, why and how of Social Media ROI: Business definitions, methodologies and situational narrative. This presentation's purpose is to clarify what ROI is and isn't within the context of Social Media and offers a basic explanation of how to tie Social Media activities to real ROI.
Presentation given at Michigan State University Social Media Executive Seminar on the calculating the return on social media based on customer lifetime value.
Understand the metrics and value calculations of social ROI
Learn how to quantify social media contributions to the bottom-line
Determine the impact that social media has on sales and other parts of the business, and their interrelatedness
Proving that proper PR measurement is just as crucial for your brand as PR itself is the quickest way to begin tracking success and evolving as a communicator.
But how do you get the C-suite to care as much about your data as you do?
We've done the legwork for you, and surveyed upper-level executives about how to get PR metrics front and center and in line with an organization's goals.
Want to download a copy of this SlideShare? Get it here: https://go.agilitypr.com/pr-measurement-matters/
The Hidden Value of a Social Strategy: Social Listening in PracticeBrandwatch
In this whitepaper, we introduce several areas where social intelligence promotes a business’s goals but will never receive attribution for doing so. Specifically, while word-of-mouth recommendations are the most trusted form of marketing, their effects on sales may never be quantified through social alone.
I can already see business owners discussing how wrong of a statement this headline is. The owner is the visionary and their role is paramount to the business. Right?
I am no stranger to being the person behind driving a business. But there was once a question my mother asked me when I was studying business at College – it seemed somewhat of a simple one…
The what, why and how of Social Media ROI: Business definitions, methodologies and situational narrative. This presentation's purpose is to clarify what ROI is and isn't within the context of Social Media and offers a basic explanation of how to tie Social Media activities to real ROI.
Presentation given at Michigan State University Social Media Executive Seminar on the calculating the return on social media based on customer lifetime value.
Understand the metrics and value calculations of social ROI
Learn how to quantify social media contributions to the bottom-line
Determine the impact that social media has on sales and other parts of the business, and their interrelatedness
Proving that proper PR measurement is just as crucial for your brand as PR itself is the quickest way to begin tracking success and evolving as a communicator.
But how do you get the C-suite to care as much about your data as you do?
We've done the legwork for you, and surveyed upper-level executives about how to get PR metrics front and center and in line with an organization's goals.
Want to download a copy of this SlideShare? Get it here: https://go.agilitypr.com/pr-measurement-matters/
The Hidden Value of a Social Strategy: Social Listening in PracticeBrandwatch
In this whitepaper, we introduce several areas where social intelligence promotes a business’s goals but will never receive attribution for doing so. Specifically, while word-of-mouth recommendations are the most trusted form of marketing, their effects on sales may never be quantified through social alone.
I can already see business owners discussing how wrong of a statement this headline is. The owner is the visionary and their role is paramount to the business. Right?
I am no stranger to being the person behind driving a business. But there was once a question my mother asked me when I was studying business at College – it seemed somewhat of a simple one…
Online Brand And Reputation Management - American Marketing Association Word ...Krista Neher
Presentation given to the Word of Mouth group at the AMA (American Marketing Association) covering brand and reputation management online. Inludes how to proactively manage your brand, tools and tips for tracking your brand online (including sentiment) and how to respond/participate and engage in conversations online.
See a summary on my blog at www.themarketess.com :)
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...Dr. Natalie Petouhoff
This is a webinar I did on looking at why ROI has become more important and how businesses can begin to look at how their social media monitoring activities are contributing to their bottomline. At the end of the day - there are two things that businesses must worry about: Increasing revenue and decreasing costs. Social media can do both, but you have to know how! The data from this presentation was created by using Crimson Hexagon's Platform.
Want a copy of this SlideShare? Visit - go.agilitypr.com/crisis-slideshare/
When a brand makes a public misstep, it's the comms people who feel the pressure.
Picture it... Journalists are banging down your door, the social conversation is getting out of hand, and the negative coverage is pouring in.
But it’s how you respond that determines the lasting impact of the event.
Learn the 7 principles of crisis management, and the major dos and don'ts as we examine the responses to 4 high-profile corporate crises.
6 Ways to Get the Best Out of Content MarketingSimplify360
Content Marketing is one of the most important and convenient way of marketing about your brand in today's date. Your audience wants to stay informed and what better way than sharing valuable content.
Social Media, being the center of most conversations, it has turned out to be a way of disseminating information as well. Take a look at the deck above to understand the various ways of doing content marketing the right way.
Andrew Crisp, Co-Founder of CarringtonCrisp; Ira Amilhussin, Sr. Marketing Manager at LinkedIn; and Lorraine Hester, Market Research at LinkedIn present new research about the return on investment of higher education, what factors drive student satisfaction and successful career outcomes, and what Admissions and Career Services departments think of social marketing platforms' efficacy.
Presentation: The Power of Social Media: Attracting the Next Generation of Clients
Presented by: Trevor Daughney, VP Marketing, Actiance, Inc
The most important thing sellers can do for their firm is bring in new clients. There is a major movement of wealth a foot: from Baby Boomers to Millennials. Financial advisers and wealth managers need to shift their focus to a younger generation. To be successful, they need to change how they communicate.
In this presentation, you’ll learn that:
These young people are increasingly on social networks and stepping away from email.
Financial firms need to adjust to this change.
Marketers, compliance officers and corporate counsel can overcome the challenges and lead their firms to make the switch.
Empowering your sellers to use social media can help close more deals.
5 Steps to Creating a Simple Social Media PlanLaura Click
Creating a social media plan doesn’t have to be a herculean effort. Asking some simple questions can help you build a basic social media plan that will set you up for success.
Can it really be that simple?
Yes, I believe it can. And, I’ll show you how it works.
All it takes is five simple steps to get your social media efforts started off on the right foot.
Digital Activism 101: A Guide to Showing Up, Speaking Out, and Connecting on ...Meredith Gould
Digital Activism 101 zooms in on two essential tools--Twitter and Facebook. Each section provides questions to help longtime activists and relative newcomers decide where, when, and how to focus their digital activism efforts plus ProTips to enhance effectiveness without doing damage to body, mind, and spirit. Guide created by Meredith Gould (@meredithgould): sociologist, digital communications consultant, online community manager.
Get the book http://socialmediaforeventsebook.com - An infographic about using Twitter for event marketing, sales, event PR, customer service, research.
Twitter is a powerful tool for #eventprofs. This infographic will give you top tips in regards to:
- What events is it best for?
- What is the Twitter etiquette for event planners?
18 social media quotes from Jay Baer, social media strategy consultant and speaker, and author of the Convince & Convert blog at www.convinceandconvert.com
Digital Darwinism and the Dawn of Generation CBrian Solis
We live in an era where connectedness is becoming a way of life. With the pervasiveness of smartphones, tablets, online access, and social networks, it’s easy to see, for better or worse, how we’re becoming an always-on society. This is where our story begins.
This guide will help you develop your own evolutionary approach to marketing—one that more effectively shapes, steers and guides every customer experience. It takes a whole new approach to meet the needs of the plugged-in customers of Generation C.
Read this ebook to find out how to survive and thrive in this new era of connected consumerism by getting to know all about Generation C, and finding out how their behavior is changing our society as a whole as well as the way we do business.
Board of Directors: A Guide to Understanding Concepts of Corporate Governance, By David F. Larcker, Brian Tayan
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A roadmap to understanding the fundamental concepts of corporate governance based on theory, empirical research, and data. This guide will take an in-depth look at Board of Directors.
Learn the results of our five-year research study that examined the impact of people problems at hundreds of companies around the world. Find out how they manage their people problems and how your company’s strategies and tactics compare.
Online Brand And Reputation Management - American Marketing Association Word ...Krista Neher
Presentation given to the Word of Mouth group at the AMA (American Marketing Association) covering brand and reputation management online. Inludes how to proactively manage your brand, tools and tips for tracking your brand online (including sentiment) and how to respond/participate and engage in conversations online.
See a summary on my blog at www.themarketess.com :)
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...Dr. Natalie Petouhoff
This is a webinar I did on looking at why ROI has become more important and how businesses can begin to look at how their social media monitoring activities are contributing to their bottomline. At the end of the day - there are two things that businesses must worry about: Increasing revenue and decreasing costs. Social media can do both, but you have to know how! The data from this presentation was created by using Crimson Hexagon's Platform.
Want a copy of this SlideShare? Visit - go.agilitypr.com/crisis-slideshare/
When a brand makes a public misstep, it's the comms people who feel the pressure.
Picture it... Journalists are banging down your door, the social conversation is getting out of hand, and the negative coverage is pouring in.
But it’s how you respond that determines the lasting impact of the event.
Learn the 7 principles of crisis management, and the major dos and don'ts as we examine the responses to 4 high-profile corporate crises.
6 Ways to Get the Best Out of Content MarketingSimplify360
Content Marketing is one of the most important and convenient way of marketing about your brand in today's date. Your audience wants to stay informed and what better way than sharing valuable content.
Social Media, being the center of most conversations, it has turned out to be a way of disseminating information as well. Take a look at the deck above to understand the various ways of doing content marketing the right way.
Andrew Crisp, Co-Founder of CarringtonCrisp; Ira Amilhussin, Sr. Marketing Manager at LinkedIn; and Lorraine Hester, Market Research at LinkedIn present new research about the return on investment of higher education, what factors drive student satisfaction and successful career outcomes, and what Admissions and Career Services departments think of social marketing platforms' efficacy.
Presentation: The Power of Social Media: Attracting the Next Generation of Clients
Presented by: Trevor Daughney, VP Marketing, Actiance, Inc
The most important thing sellers can do for their firm is bring in new clients. There is a major movement of wealth a foot: from Baby Boomers to Millennials. Financial advisers and wealth managers need to shift their focus to a younger generation. To be successful, they need to change how they communicate.
In this presentation, you’ll learn that:
These young people are increasingly on social networks and stepping away from email.
Financial firms need to adjust to this change.
Marketers, compliance officers and corporate counsel can overcome the challenges and lead their firms to make the switch.
Empowering your sellers to use social media can help close more deals.
5 Steps to Creating a Simple Social Media PlanLaura Click
Creating a social media plan doesn’t have to be a herculean effort. Asking some simple questions can help you build a basic social media plan that will set you up for success.
Can it really be that simple?
Yes, I believe it can. And, I’ll show you how it works.
All it takes is five simple steps to get your social media efforts started off on the right foot.
Digital Activism 101: A Guide to Showing Up, Speaking Out, and Connecting on ...Meredith Gould
Digital Activism 101 zooms in on two essential tools--Twitter and Facebook. Each section provides questions to help longtime activists and relative newcomers decide where, when, and how to focus their digital activism efforts plus ProTips to enhance effectiveness without doing damage to body, mind, and spirit. Guide created by Meredith Gould (@meredithgould): sociologist, digital communications consultant, online community manager.
Get the book http://socialmediaforeventsebook.com - An infographic about using Twitter for event marketing, sales, event PR, customer service, research.
Twitter is a powerful tool for #eventprofs. This infographic will give you top tips in regards to:
- What events is it best for?
- What is the Twitter etiquette for event planners?
18 social media quotes from Jay Baer, social media strategy consultant and speaker, and author of the Convince & Convert blog at www.convinceandconvert.com
Digital Darwinism and the Dawn of Generation CBrian Solis
We live in an era where connectedness is becoming a way of life. With the pervasiveness of smartphones, tablets, online access, and social networks, it’s easy to see, for better or worse, how we’re becoming an always-on society. This is where our story begins.
This guide will help you develop your own evolutionary approach to marketing—one that more effectively shapes, steers and guides every customer experience. It takes a whole new approach to meet the needs of the plugged-in customers of Generation C.
Read this ebook to find out how to survive and thrive in this new era of connected consumerism by getting to know all about Generation C, and finding out how their behavior is changing our society as a whole as well as the way we do business.
Board of Directors: A Guide to Understanding Concepts of Corporate Governance, By David F. Larcker, Brian Tayan
Core Concepts Series. Corporate Governance Research Initiative, August 2016
A roadmap to understanding the fundamental concepts of corporate governance based on theory, empirical research, and data. This guide will take an in-depth look at Board of Directors.
Learn the results of our five-year research study that examined the impact of people problems at hundreds of companies around the world. Find out how they manage their people problems and how your company’s strategies and tactics compare.
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These Principles are distilled down based on the best practices of the most effective executives, consultants, and leaders in the world. They are just as applicable to marketing, sales, operations, as they do to human problems.
You will find the definitions here will guide your thinking No matter how complex, immediate, or aggravating the challenge, this proven set of Principles can be applied to solve it.
They are tested in the real world not just by me but by the hundreds of professionals who have created massive breakthroughs in their organizations through it.
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https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
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1. THE FUNDAMENTALS OF SOCIAL MEDI
PROGRAM DEVELOPMENT
FOR BUSINESS MANAGERS
Module 2: Selling your program.
Olivier Blanchard
Sample deck from the Fusion Marketing
Experience lecture series.
Full program of videos and decks
available Summer 2012
www.fusionmarketingexperience.com
Lectures
Courses
Training
E-Resources
3. What are some areas / business functions that a
social media program might help improve?
4. Sales
Net New Customers, Increased Frequency of Transactions, promo exposure
Increased yield (average $ value per transaction), and product penetration
Customer Support
Immediate feedback and response, positive impact in public forum, cost reduction
Human Resources
More effective recruiting, online monitoring of employee behavior (risk management)
Public Relations
Online Reputation Management, improved brand image via Social Web
Customer Loyalty
Increased interactions, better quality of interactions, deeper relationship with brand,
Increased trust in brand, increased mindshare of brand, greater values alignment
Business Intelligence
Know everything.
5. Understanding the medium and seeing the
opportunities aren’t enough.
Objections aren’t always logical.
7. In a perfect world, managers are leaders.
We do not live in a perfect world.
8. Top leadership has the burden of responsibility.
Middle management has the burden of being
stretched too thin.
Worker bees have the burden of feeling powerless.
14. Our mythologies and inherent need for hero worship create
models of archetypal leadership.
As a result, we expect certain attributes from leaders.
One of these key attributes is courage.
Ironically, it is the most lacking in the corporate world.
Ask yourself what has made companies like
Apple, Starbucks, Facebook and Virgin so exceptional:
Everything begins with visionary, courageous leadership.
16. The traits and behaviors that lead a promising manager to
become CEO don’t necessarily touch on courage.
Results
Consensus
Trust
Cultural fit
Management vs. Leadership
20. The worst thing that can happen to a company:
CEO COO
I’m leaving
to start
another
company.
I am taking
over as
CEO.
21. Two very different types of humans:
CEO COO
Logistics
Operations
Risk Management
Structure
Innovative ideas
Experimentation
Vision
Cultural Sensitivity
22. Put the right people in the right roles:
Special Forces are very good at winning battles.
They are highly adaptive, capable and motivated.
They have all of the “hero” traits we seek in a leader.
Special Forces are terrible at being administrators.
Their specialty is winning,
Not making sure the trash gets picked up on time.
23. Most of the corporate leadership you will run into today is
made up of excellent managers and administrators, not
leaders in the core cultural sense of the term.
Leaders generally leave the corporate system on their own
or are pushed out of it because they don’t fit in a box.
Problem 1.1:
24. Most corporate environments are male dominated cultures.
If you understand biology, you understand the Alpha Male
phenomenon.
Artificial hierarchies vs. Natural hierarchies
create dysfunctions.
The result: unspoken animosity & fear of failure.
Problem 1.2:
25. If the CEO is the biological alpha in the room and he is self-
actualized, you will have an easier time of selling
and building your social media program.
If the CEO is not the biological alpha in the room,
you will have to deal with risk-aversion
and operational paralysis.
Problem 1.3:
26. Three models:
A)Starting from scratch?
B)Rebooting a program that stalled?
C)Rebooting a program that imploded?
Now that you understand what you are up against…
First things first: get your bearings
27. Three models:
A)Starting from scratch?
A lot of education ahead. Red flag: why such a late start?
A)Rebooting a program that stalled?
Look for operational dysfunctions and lack of focus.
A)Rebooting a program that imploded?
You will have to deal with trauma across the organization.
Tackling risk-averse objections
First things first: get your bearings
30. Step 1: Why should you be there?
- The social media program can solve a problem for the organization.
-The social media program is a matter of strategic necessity for the
organization.
-The social media program offers key opportunities for growth for the
organization.
-The social media program can help the organization penetrate new
markets. (Younger demos, mobile commerce, etc.)
-The social media program can provide new degrees of business
intelligence.
-The social media program will lower operating costs.
-The social media program will enable the organization to outclass the
competition in key areas.
If you cannot identify key business objectives on your own, turn this
list into questions. Look across the organization, at every department.
31. Sales
Net New Customers, Increased Frequency of Transactions, promo exposure
Increased yield (average $ value per transaction), and product penetration
Customer Support
Immediate feedback and response, positive impact in public forum, cost reduction
Human Resources
More effective recruiting, online monitoring of employee behavior (risk management)
Public Relations
Online Reputation Management, improved brand image via Social Web
Customer Loyalty
Increased interactions, better quality of interactions, deeper relationship with brand,
Increased trust in brand, increased mindshare of brand, greater values alignment
Business Intelligence
Know everything.
35. Identifying & addressing fears / risk
You understand the difference between management vs. leadership
and its role in creating risk-averse cultures, silo’ed organizations, and
operational paralysis.
Now it is time to bring out those fears and give them shape. This is
closer to therapy than you think.
Typical answers:
36. Identifying & addressing fears / risk
You understand the difference between management vs. leadership
and its role in creating risk-averse cultures, silo’ed organizations, and
operational paralysis.
Now it is time to bring out those fears and give them shape. This is
closer to therapy than you think.
Typical answers:
-Loss of control & potential embarrassment. (What if people say bad things
about us? What if one of our employees makes a mistake?)
37. Identifying & addressing fears / risk
You understand the difference between management vs. leadership
and its role in creating risk-averse cultures, silo’ed organizations, and
operational paralysis.
Now it is time to bring out those fears and give them shape. This is
closer to therapy than you think.
Typical answers:
-Loss of control & potential embarrassment. (What if people say bad things
about us? What if one of our employees makes a mistake?)
-Loss of control & status inside the org. (Who will own this program? How
will my budget be affected? Budgets control what gets done & exec status.)
38. Identifying & addressing fears / risk
You understand the difference between management vs. leadership
and its role in creating risk-averse cultures, silo’ed organizations, and
operational paralysis.
Now it is time to bring out those fears and give them shape. This is
closer to therapy than you think.
Typical answers:
-Loss of control & potential embarrassment. (What if people say bad things
about us? What if one of our employees makes a mistake?)
-Loss of control & status inside the org. (Who will own this program? How
will my budget be affected? Budgets control what gets done & exec status.)
-Cost terror. (How much will this cost? What are the hidden costs?)
39. Identifying & addressing fears / risk
You understand the difference between management vs. leadership
and its role in creating risk-averse cultures, silo’ed organizations, and
operational paralysis.
Now it is time to bring out those fears and give them shape. This is
closer to therapy than you think.
Typical answers:
-Loss of control & potential embarrassment. (What if people say bad things
about us? What if one of our employees makes a mistake?)
-Loss of control & status inside the org. (Who will own this program? How
will my budget be affected? Budgets control what gets done & exec status.)
-Cost terror. (How much will this cost? What are the hidden costs?)
-Operational Hurdles: (Our culture isn’t social. We are too silo’ed. We are too
risk-averse. We don’t have the manpower or the time. We don’t have the skill-set,
the framework or the tools. I don’t have time to devote to this.) Middle-
management concerns stem from being stretched too thin.
40. Think of this phase as an audit.
You are not there to provide answers or solutions.
You are there to let the people in the organization who can either be
your champions or your enemies give voice to their fears.
Ask the right questions:
41. Think of this phase as an audit.
You are not there to provide answers or solutions.
You are there to let the people in the organization who can either be
your champions or your enemies give voice to their fears.
Ask the right questions:
1. Get to the root of the objections. Get to the fear.
Understand the fear. (Ask if you have to.)
2. Ask what would solve the problem for them.
“What if we did x, y and z? Would that minimize the risk enough?”
3. Go back to the opportunity/reward part of the equation.
“So if we eliminated those risks, what would you want to get out of it?”
46. This seems painfully simple.
It is the single-most important foundation for success in
building a healthy, successful social media program.
47. This seems painfully simple.
It is the single-most important foundation for success in
building a healthy, successful social media program.
99% of organizations fail in the social media space
because they did not go through this process.
48. This seems painfully simple.
It is the single-most important foundation for success in
building a healthy, successful social media program.
99% of organizations fail in the social media space
because they did not go through this process.
They rush to the tools, strategies, tactics and busy-work of
social media programs without laying the ground-work for it.
And at some point, either everything comes to a screeching
halt, or the program goes off into the weeds.
Don’t end up in the weeds.
49. Social media programs transform the way businesses operate.
If they transform processes, they transform behaviors.
And if they transform behaviors, they transform cultures.
In 2010-2020 failure = inability to adapt.
In 2010-2020 success = ability to manage change.
Change management, not social media management, is the
biggest challenge facing organizations today.
50. 5 decades separated the American Civil War and World War I
5 decades separate the establishment of modern organizational thought and the social web
51. Plan XVII: August 1914. One 62-year old French corps commander speaks of “astonishing
changes in the practice of war.” The French still fought in bright colors, out in the open, against
the modern rifle, machine guns and artillery. Failure to adapt.
At the start of the war, the British Army only had 2 machine guns per battalion.
52. A leader disconnected from his era cannot effectively lead.
Old thinking kills companies.
Reconnect the CEO and senior execs to the world they live in.
But don’t be a revolutionary. Be a trusted guide.
53. An imperfect understanding of the field always leads to bad decisions.
Educated leaders might make good decisions.
The other kind cannot.
Do not let a CEO and/or senior executives delegate knowledge.
If they don’t understand something, they entrust it to the wrong people.
54. Imperfect Understanding of the medium
Decision-makers do not understand it well enough to see how it fits.
Hiring criteria are wrong
Because the medium is not well understood, the wrong people are assigned to
managing efforts in it – from strategy to execution to measurement.
The assumption: This is marketing, right?
Too much emphasis on marketing
Trickle-down effect: The majority of social media managers come from marketing
backgrounds. Only 1% from customer service backgrounds.
Wrong goals
Wrong Assumptions about the medium = wrong focus = wrong goals
Wrong metrics
Wrong goals = wrong success metrics
Clusterf*ck
Mass confusion as to anything beyond “reach” numbers
The biggest problems with SM integration:
55. Sales
Net New Customers, Increased Frequency of Transactions, promo exposure
Increased yield (average $ value per transaction), and product penetration
Customer Support
Immediate feedback and response, positive impact in public forum, cost reduction
Human Resources
More effective recruiting, online monitoring of employee behavior (risk management)
Public Relations
Online Reputation Management, improved brand image via Social Web
Customer Loyalty
Increased interactions, better quality of interactions, deeper relationship with brand,
Increased trust in brand, increased mindshare of brand, greater values alignment
Business Intelligence
Know everything.
Back to our opportunities:
57. Three-Step Process:
Step 1: Strategy & development
Identifying key departments to partner with.
Chatting with them & identifying their needs.
Talking realistically about capacity.
Setting targets.
Clarifying intent.
Getting buy-in.
58. Three-Step Process:
Step 1: Strategy & development
Identifying key departments to partner with.
Chatting with them & identifying their needs.
Talking realistically about capacity.
Setting targets.
Clarifying intent.
Getting buy-in.
Step 2: Operational Deployment
Getting departments up to speed
Training staff
Enabling technology and tools
Creating the internal infrastructure
Working with Legal, IT, HR, etc.
Creating guidelines
Developing the organization
Continuous improvement
59. Three-Step Process:
Step 1: Strategy & development
Identifying key departments to partner with.
Chatting with them & identifying their needs.
Talking realistically about capacity.
Setting targets.
Clarifying intent.
Getting buy-in.
Step 2: Operational Deployment
Getting departments up to speed
Training staff
Enabling technology and tools
Creating the internal infrastructure
Working with Legal, IT, HR, etc.
Creating guidelines
Developing the organization
Continuous improvement
Step 3: Management & Execution
Community management
Online reputation management
Monitoring
Measurement
Digital customer support
Internal collaboration
Etc.
60. Full 360 buy-in.
Step 1: Strategy & development
Identifying key departments to partner with.
Chatting with them & identifying their needs.
Talking realistically about capacity.
Setting targets.
Clarifying intent.
Getting buy-in.
This process involves everything we have just talked about.
Every department manager is like a micro-CEO.
In order to be successful, you must sell the value of your social
media program to the entire organization.
Not everyone needs to have the courage to be the first to move
on it, but they have to be sold on the idea if you can provide
them with a reasonable proof of concept.
62. Silos don’t matter.
(at first.)
Start Small. Use the silos to your advantage.
Don’t try to build too big, too soon.
63. Silos don’t matter.
(at first.)
Start Small. Use the silos to your advantage.
Don’t try to build too big, too soon.
You are not building a company-wide program yet.
You are building department-specific programs.
64. Your audit is done. (your notes.)
Pick your 3 most
promising prospects.
Lowest risk
Lowest barrier of entry
Achievable goals (S/L)
High motivation
Keep it simple:
Listening
Responding
Pushing
Reporting
65. Scarcity is a good marketing model.
Be nice to those
who were not picked.
Continue to work with them
Share what you are doing
Share what you are learning
Make them want to be next
Build internal momentum
Their turn will come
(Can they help now?)
67. Put together a proposal:
What.
Why.
Where.
How.
Meet with:
CEO
Your boss
Department head
Other key actors
Opportunities
Objectives
Targets
Timeframe
Cost
Risk Management
68. Green light: Get things started.
Red light: You missed something.
Address what you missed.
Present again.
Orange Light: Fear is still a factor. See red light.
- Project is put under supervision of
someone outside your team.
- CEO wants time to think about it.
- CEO wants to run it by other senior
execs.
71. CEO
Um…
Because you
should?
You
Why should I
trust you with
something this
big and scary?
Beware:
This almost guarantees that someone who doesn’t know how to
manage a social media program will end up running your program.
72. CEO
You
Beware:
This is how social media ends up in the hands of marketing and/or
digital departments.
I probably need
to find a digital
marketing guy.
73. Next: Building out your strategy & program
Marketing Customer
Service
Public
Relations
HR IT
Advertising
Reputation
Mgmt.
Business
Dvlpmt.
Legal
Customer
Support
Collaboration
Business Functions Business Processes
Measurement
Data Analysis
Internal
Communications
Research
How does Social Media
fit into and across my
organization?
74. You made it through another module!
Take a break. Review your notes. Now what?
Good job!