Like Minds 2010 Social Media Operationalization Presentation

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

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  • Like Minds 2010 Social Media Operationalization Presentation

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

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