Padilla Making The Cultural Shift To Social MediaPresentation Transcript
June 22, 2010 @jollierancher @eBob #A4ward
OR: How to Engage in Social Media Without Losing Your Marbles… @jollierancher @eBob #A4ward
What You’ll Hear Today… The promise and peril of social media in corporate environments How companies are embracing (or not embracing) social media Implications for employees, customers, partners, other key audiences Measurement and metrics Optimizing use 3 @jollierancher @eBob #A4ward
What You WON’T Hear… Waxing poetic about how social media will make all other communications obsolete How to set up a Facebook Fan Page Whether you should use LinkedIn or Plaxo The merits of TweetDeck vs. Tweep Pros and cons of different blog platforms 4 None of this matters if you don’t know WHY you’re doing it! @jollierancher @eBob #A4ward
First, a Couple of Stories… A case of serious buyer’s remorse… What people are saying in the other room… When a news release isn’t just a news release… 5 @jollierancher @eBob #A4ward
…created by people…
…using highly accessible and scalable publishing technologies…
…that is intended to facilitate communications, influence and interaction…
…with peers and with public audiences…
…typically via the Internet and mobile communications networks.
What’s This Social Media Thing? http://www.wikipedia.org 6 @jollierancher @eBob #A4ward
Yeah, Social Media’s Big… You’re hearing it from all sides Lots of talk about tools Some companies feel they’ve lost control already Management is now asking …It’s now about figuring out what to do about it 7 “We know we have to get into social media; we just don’t know how!” @jollierancher @eBob #A4ward
Corporations Want to Know
Where should I invest my time and resources?
Who owns it? Marketing? PR? Interactive? HR? Legal?
How do I get executive buy-in?
How do I staff/budget for this?
Do I need a Twitter (or some other) site? Really?
Can I show impact?
How do I avoid getting steamrolled?
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Can You Really Control It? 9 @jollierancher @eBob #A4ward
Who Defines the Brand These Days? 10 @jollierancher @eBob #A4ward
There for everyone to see… 11 @jollierancher @eBob #A4ward
You Never Know Who Will Define Your Brand… 12 @jollierancher @eBob #A4ward
You Never Know Who Will Define Your Brand… 13 @jollierancher @eBob #A4ward
The way we communicate 14 The old communication model was a monologue
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And the way we communicate 15 The new communication model is a dialogue
Personalized and personable
Less separation of home and work
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Fully capitalize on the promise of social media
Take a strategic approach that addresses
The landscape of the conversation The corporate implications Integration into the corporate culture and existing communications efforts 16 You can’t control social media, but you can manage your efforts and outcomes. @jollierancher @eBob #A4ward
Getting the House in Order: A4ward Social Media StrategySM 17 @jollierancher @eBob #A4ward
Assessment 18 @jollierancher @eBob #A4ward
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Assessment Take stock of the social media landscape for the company and its top competitors What the primary competitors are doing/not doing What social networks (LinkedIn, Facebook, Twitter, industry forums, etc.) are actively discussing What social “hubspots” have formed, if any Who leads the conversation (key bloggers, tweeters, etc.) What is being said/written about you and the industry Deliverable: Report identifying the above, plus recommendations and opportunities to “Tune In,” “Join In” or “Lead” the conversation Lay groundwork for ongoing social media monitoring and measurement 20 @jollierancher @eBob #A4ward
Gauges of the Dialog – Sample Content 21 @jollierancher @eBob #A4ward
Identifying the Hubspots – Sample Content 22 @jollierancher @eBob #A4ward
Activation 23 @jollierancher @eBob #A4ward
Activation Establish a “Social Media” Council and Charter Cross-organizational membership: Corp Comm, Marketing, Brand, Interactive, Legal, HR Focal point for social media policy review and development Guide company-wide use of social media for marketing, support and employee communications Stay abreast of and share best practices that deliver the most business value 24 @jollierancher @eBob #A4ward
Activation Deliverables: Social media assessment review Inventory of social media tools and stewards Corporate social media policy/guidelines Company-wide monitoring system Decision tool for responding to social media posts (positive and negative) Decision tool for creating a new presence Internal communications and training Ongoing best practice sharing across brands 25 @jollierancher @eBob #A4ward
Council Ongoing Convene quarterly meetings Updates on monitoring Maintaining best practices Monitoring Guidelines Etc. Share program efforts and experiences 26 @jollierancher @eBob #A4ward
Action 27 @jollierancher @eBob #A4ward
Relationship-building -- reporters, bloggers, analysts, vocal customers and prospects (sneezers) Ambassador programs Ongoing outreach Where Engagement plan for most important social networks and hubspots Establish your sites (blogs, Facebook, Twitter, Ning, etc.)
Corporate vs. brands
Content creation and SHARING Tools – SM press kits/room, RSS feeds, etc. Events 28 @jollierancher @eBob #A4ward
Amplify 29 @jollierancher @eBob #A4ward
How can YOU be the ones to follow? Do reporters, bloggers and analysts follow you?
Create your own space/hubspot Dominate a content category
Best-in-class content, including video Optimized content – keywords, links Leading channel or network Create buzz with unexpected transparency Hyper sharing 30 @jollierancher @eBob #A4ward
Measuring the Value Decide what we’re measuring: Quality of conversations and perceptions Are we part of the dialog? Are we being talked about? What’s the overall sentiment? Are they referring us to their friends/followers? Quantity: # of conversations Are they sharing our content? Our share of participation (vs. the competition) Web analytics -- traffic to your Web site, traffic source, SEO ranking, number of products sold 31 @jollierancher @eBob #A4ward
The “Yeahbutts” 32 @jollierancher @eBob #A4ward
5 Reasons Why Not #1 – We’re a public/regulated company All the more reason you should have a plan and clear guidelines Look at Microsoft, General Mills, Rockwell Automation, Medtronic #2 – My management is too conservative Show them the dialog and the competition (you may have to scare them) The conversation about you will go on with or without you 33 @jollierancher @eBob #A4ward
5 Reasons Why Not #3 – We’re in B2B . . . or our customers don’t do Twitter (or even computers) 60% of B2B companies are using social media in marketing efforts Reporters and analysts are using it; you can’t afford to be outside their circles The next generation of skilled workers are being recruited online It’s a rare decision-maker these days who doesn’t rely on online information 34 Sixty-six percent of the marketers surveyed said they are now using social media, up from 20% of respondents to the 2007 survey – B2B Magazine @jollierancher @eBob #A4ward
5 Reasons Why Not #4 – We’re afraid of making a mistake The biggest mistakes come from cluelessness Jumping in without understanding the culture and ethics Not being aware of, or not responding quick enough, to SM crises Social media will embrace YOU, like it or not Need a plan and discipline in place just like a crisis plan #5 – We have all the communications plan we can afford Start with listening – use basic, free tools As traditional media outlets shrink, extend your media outreach to include new media Leverage! You’re already creating the content. Share it further! 35 @jollierancher @eBob #A4ward
Social media will change but it’s here to stay
The tools only matter if you know what your strategy and approach is
You can’t control it, but you can embrace it
A4ward Social Media Strategy:
Assess, Activate, Act and Amplify 36 @jollierancher @eBob #A4ward
Questions? 37 @jollierancher @eBob #A4ward
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