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

2. Operationalizing Social Communications & P2P olivieralainblanchard @thebrandbuilder Like Minds Conference Exeter, UK 26 February 2010 #LikeMinds

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?”

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

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)

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