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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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Like Minds 2010 Social Media Operationalization Presentation Presentation 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