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Like Minds 2010 Social Media Operationalization Presentation

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A very short and basic primer on social media integration in the enterprise.

A very short and basic primer on social media integration in the enterprise.

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  • http://www.todaysgolfer.co.uk/upload/45709/images/tiger-woods.jpghttp://cribbster.files.wordpress.com/2009/03/kevin-smith.jpghttp://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2009/12/20/1261330500884/Stranded-rail-passengers--015.jpghttp://bradfordpr.com/yahoo_site_admin/assets/images/microphones.139222137.jpghttp://images.google.com/imgres?imgurl=http://www.outofcontext.com/wp-content/uploads/2009/08/mike-tomlin-150x150.jpg&imgrefurl=http://www.outofcontext.com/category/sports/sunday-night-football/&usg=__EW98wvDU7tiaX1mI1JlUQCOEDJQ=&h=150&w=150&sz=8&hl=en&start=625&sig2=DsNqpeBUeGkTNoZn73__iA&um=1&itbs=1&tbnid=KSA1nyDiCs43kM:&tbnh=96&tbnw=96&prev=/images%3Fq%3Dmike%2Btomlin%26start%3D609%26um%3D1%26hl%3Den%26sa%3DN%26rlz%3D1G1SNNT_ENUS367%26ndsp%3D21%26tbs%3Disch:1&ei=itafS9WyFoP4tgOJz9H9Cg
  • Transcript

    • 1.
    • 2. Operationalizing
      Social Communications & P2P
      olivieralainblanchard
      @thebrandbuilder
      Like Minds Conference
      Exeter, UK
      26 February 2010
      #LikeMinds
    • 3.
    • 4.
    • 5.
    • 6. Is the current PR model still adequate?
      How should PR leverage social communications?
    • 7. PR
      C-suite
      Social Media
      Manager
      HR
      Business
      Development
      Marketing
      Customer
      Service
      Technical
      Support
    • 8. Okay, we’re on Twitters and the Face Book.
      Now what?
    • 9. What many organizations forgot to ask
      before getting into the Social space:
      “What are we trying to accomplish?”
      Define the objective FIRST.
      THEN come up with the tactics.
    • 10. Tactics don’t dictate the objective.
      You know…
      What this team really needs
      Is more Social Media!
      And more followers too!
      NO
    • 11. Objectives dictate tactics.
      I need 3 more touchdowns
      before half-time.
      What can I do to get there?
      YES
    • 12. Having “a presence” in Social Media
      Is worthless unless you do something with it.
    • 13. What you do with your Social Media presence
      needs to be driven by purpose.
      What are your objectives? Clarify them first.
    • 14. Customer Service?
      What departments in your company
      are tasked with meeting those objectives?
      Biz Dev?
      PR?
      Marketing?
    • 15. Customer Service
      How can Social Media support and enhance key business functions?
      Biz Dev
      PR
      Marketing
    • 16. Your business doesn’t plug into Social Media.
      Social Media plugs into your business.
    • 17. Planning for Social Media Integration
      How does Social Media fit into and across my organization?
      Business Processes
      Business Functions
      Internal
      Communications
      Marketing
      Customer
      Service
      HR
      IT
      Business
      Dvlpmt.
      Legal
      Advertising
      Collaboration
      Customer
      Support
      Public
      Relations
      Measurement
      Data Analysis
      Reputation
      Mgmt.
      Research
    • 18. The current state of Social Media Integration:
      Community
      Manager
      Blogger
      Guy
      Customer
      Service
      Business
      Development
      Marketing
      PR
      HR
      Buzzwords over Objectives:
      “Engagement?”
      “Conversations?”
    • 19.
    • 20. Phase 1: “Test” Adoption
      PR
      C-suite
      Social Media
      Manager
      HR
      Business
      Development
      Marketing
      Customer
      Service
      Technical
      Support
    • 21. Phase 2: Marketing Adoption
      PR
      C-suite
      Social
      Communications
      Manager
      HR
      Business
      Development
      Marketing
      Customer
      Service
      Technical
      Support
    • 22. Phase 3: Operational Adoption
      PR
      C-suite
      Social
      Communications
      Director
      HR
      Business
      Development
      Marketing
      Customer
      Service
      Technical
      Support
    • 23. Phase 4: Operational Integration
      PR
      C-suite
      VP
      Social
      Communications
      HR
      Business
      Development
      Marketing
      Customer
      Service
      Technical
      Support
    • 24. The next step in Social Media Integration:
      Community
      Manager
      Blogger
      Guy
      Customer
      Service
      Business
      Development
      Marketing
      PR
      HR
      Online Reputation Management
      Digital Crisis Management
      Real-Time Customer Support
      Market Research
      FRY
      Digital Brand Management
      Innovation
      Collaboration
      Objectives over buzzwords
    • 25. The current state of Social Media Integration:
      Community
      Manager
      Blogger
      Guy
      Customer
      Service
      Business
      Development
      Marketing
      PR
      HR
      Buzzwords over Objectives:
      “Engagement?”
      “Conversations?”
    • 26. The next step in Social Media Integration:
      Community
      Manager
      Blogger
      Guy
      Customer
      Service
      Business
      Development
      Marketing
      PR
      HR
      Online Reputation Management
      Digital Crisis Management
      Real-Time Customer Support
      Market Research
      FRY
      Digital Brand Management
      Innovation
      Collaboration
      Objectives over buzzwords
    • 27. Okay, so how do we make this happen?
      Thinking. Planning. Deploying.
    • 28. Three-Step Process
      Step 1: Strategy& development
      Identifying goals
      Identifying key departments
      Developing strategies and tactics
      Setting targets and budgets
      Clarifying intent
      Providing direction
    • 29. Three-Step Process
      Step 1: Strategy& development
      Identifying goals
      Identifying key departments
      Developing strategies and tactics
      Setting targets and budgets
      Clarifying intent
      Providing direction
      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
    • 30. Three-Step Process
      Step 1: Strategy& development
      Identifying goals
      Identifying key departments
      Developing strategies and tactics
      Setting targets and budgets
      Clarifying intent
      Providing direction
      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.
    • 31. Managing a fully deployed program
      VP Social Communications
      Developed the Social Communications Infrastructure
      Oversees SM activity
      Coordinates SM activity
      Provides leadership + Support
      Measurement
      Customer Support
      Data Analysis
      Reporting
      Monitoring
      Support
      Triage
      PR + Reputation Mgmt
      Monitoring
      Responding to crises
      Content, events & Promotion
      Marketing
      Research
      Content Development
      Promotions
      Internal
      Collaboration
      Hub / Channel
      Community Management
      Monitoring
      Responding to inquiries
      Content
      Triage
    • 32. It makes absolutely no sense to expect that
      one Social Media role
      can properly serve all of an organization’s
      Business functions.
      Social Media Strategy?
      Customer
      Service
      Business
      Development
      Community Mgr.
      Blogger guy
      Marketing
      PR
      HR
    • 33. The four categories of roles in Social Media
      Different Focus + Different perspectives
    • 34. Managing a fully deployed program
      VP Social Communications
      Developed the Social Communications Infrastructure
      Oversees SM activity
      Coordinates SM activity
      Provides leadership + Support
      Measurement
      Customer Support
      Data Analysis
      Reporting
      Monitoring
      Support
      Triage
      PR + Reputation Mgmt
      Monitoring
      Responding to crises
      Content, events & Promotion
      Marketing
      Research
      Content Development
      Promotions
      Internal
      Collaboration
      Hub / Channel
      Community Management
      Monitoring
      Responding to inquiries
      Content
      Triage
      Often the biggest
      challenge
    • 35. MONITORING…
    • 36. … HELPS YOU SPOT
      WHEN THIS HAPPENS.
    • 37. 1. Every PR department should have a crisis monitoring plan.
      2. Every PR department should have a crisis response plan.
      3. Every PR department should have a crisis management plan.
      The response and management plans should be practiced and audited at least quarterly.
    • 38. Crisis management is a team effort…
    • 39. … which requires planning and training…
    • 40. … as well as supervision.
    • 41. The alternative being… this.
      This used to take weeks. Not anymore.
    • 42. Integrated crisis response model
      VP Social Communications
      Oversees Response
      Provides leadership + Support if needed
      Debriefs staff after incident
      Measurement
      Customer Support
      Measures impact
      of activity.
      Monitors
      Helps the customer in
      real time. Resolves the
      crisis.
      PR + Reputation Mgmt
      Monitors
      Watches for escalation
      during and after incident.
      Works with community manager
      and customer support if additional
      steps must be taken.
      Community Management
      Monitors
      Assists Customer Support
      Follows up after the incident.
      Internal
      Collaboration
      Hub / Channel
    • 43.
    • 44.
    • 45.
    • 46. PR
      C-suite
      VP
      Social
      Communications
      HR
      Business
      Development
      Marketing
      Customer
      Service
      Technical
      Support
    • 47. Ask away.
      Olivier Blanchard
      864.630.7398
      www.thebrandbuildermarketing.com
      @thebrandbuilder(on Twitter)
    • 48.
    • 49. Image Sources:
      Page 1: Fail Whale – Twitter
      Page 2: Portrait – Ethan Blanchard
      Pages 3, 4, 5, 6, 9, 10, 19, 45: Google Images
      Page 7: X-Ray of a building by Nick Veaseyhttp://www.nickveasey.com/
      Page 8: Man at desk image from UFO, the series http://ufoseries.com/
      Pages 12-16: Olivier Blanchard
      Pages 17, 18: Avatar people from X-Box Live
      Pages 35-41: House Fire, by Olivier Blanchard
      Page 47: Chico, by Olivier Blanchard
      Page 48: Be Great Today, Triathlon image by Olivier Blanchard