What needs to be done before getting started in social media

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What needs to be done before getting started in social media

  1. 1. W H AT N E E D S T O B E D O N EB E F O R E G E T T I N G S TA RT E D I N S O C I A L M E D I A 0 6 . 1 9 . 1 2
  2. 2. 2008 = COMPLEX SOCIAL ENVIRONMENT
  3. 3. SOME RUSHED INTO SOCIAL MEDIA…
  4. 4. SOME IGNORED SOCIAL MEDIA …
  5. 5. WHY SO MANY ISSUES?
  6. 6. 2012 = THE GREATCONSOLIDATION
  7. 7. C U RR E NT GLOBAL T RE NDS from toFRAGMENTATION CONSOLIDATION LOCALIZATION GLOBALIZATION SOCIAL MEDIA SOCIAL BUSINESS ALWAYS-ON ON-DEMAND
  8. 8. Start with the basics TRAIN YOUR EMPLOYEES UNDERSTAND YOUR TARGET AUDIENCE ESTABLISH BASIC PROCESSES MOVE FROM SOCIAL MEDIA TO SOCIAL BUSINESS
  9. 9. 1. TRAIN EMPLOYEES
  10. 10. THE SOCIAL MEDIA BELT SYSTEM1 ESTABLISH A TRAINING CURRICULUM Build a sustainable social media certification program for that serves diverse internal audiences across regions and business units
  11. 11. THE SOCIAL MEDIA BELT SYSTEM1 ESTABLISH A TRAINING CURRICULUM Use self-paced learning in a way that is future-proof, nimble, competitive and fun. Provide an architecture that presents social media as a series of disciplines. Go beyond education and training, towards CERTIFICATION.
  12. 12. THE SOCIAL MEDIA BELT SYSTEM1 ESTABLISH A TRAINING CURRICULUM
  13. 13. 2. UNDERSTAND YOUR TARGET AUDIENCE
  14. 14. LISTENING/INSIGHTS-GATHERING2 UNDERSTAND YOUR TARGET AUDIENCE Use a combination of free and paid listening/monitoring tools to better understand: • WHO your target audience is influenced by • WHAT they talk about • WHERE they search for/consume relevant information • WHEN they are most active/engaged • WHY they want to connect with brands … which will inform HOW your brand can turn them into advocates
  15. 15. KEY RESEARCH ACTIVITIES2 UNDERSTAND YOUR TARGET AUDIENCE • Conversation Audit—analysis of key conversation trends, topics and influencers based on relevant keywords • User Behavior/Usage Trends—assessment of channel preferences and consumption habits for specified target audiences • Audience Segmentation—development of user personas/profile targets based on an analysis of demographic and psychographic information
  16. 16. 3. DEVELOP RULES OF ENGAGEMENT
  17. 17. SOCIAL MEDIA POLICY2 DEVELOP RULES OF ENGAGEMENT You can’t hold employees accountable if you don’t establish the rules and provide adequate training
  18. 18. DECISION TREE3 DEVELOP RULES OF ENGAGEMENT Develop a decision tree system with tools to assist in risk assessment, response creation, and rules for engagement.
  19. 19. DECISION TREE2 DEVELOP RULES OF ENGAGEMENT
  20. 20. CRISIS RESPONSE PROCESS3 DEVELOP RULES OF ENGAGEMENT • Regulation & compliance by market • Monitoring guidelines • Process for identifying & escalating risks based on content, influence & volume • Anticipated consumer questions & recommended responses for translation by local teams
  21. 21. 4. BECOME A SOCIAL BUSINESS
  22. 22. DEFINING SOCIAL BUSINESS4 BECOME A SOCIAL BUSINESS “ Social business planning is the blueprint for the transformation of an organization — BRIDGING THE EXTERNAL WITH INTERNAL, resulting in a more connected ” way of doing business and shared value for all stakeholders.
  23. 23. PEOPLE, PROCESSES, & PLATFORMS4 BECOME A SOCIAL BUSINESS PLATFORMS Online Monitoring Analytics Platform Internal Collaboration Community Platform Selection Social CRM PROCESS Social Media Policies Technology Integration Customer Support & Sales Workflows Measurement Framework & Rollout Global & Enterprise Expansion PEOPLE Behavior Change Cross Silo Collaboration Executive Support & Participation Organizational Models Employee & Partner Participation THE PATH TO SOCIAL BUSINESS REQUIRES A CULTURAL TRANSFORMATION
  24. 24. SPANS THE ENTIRE ORGANIZATION4 BECOME A SOCIAL BUSINESS Deeper levels of engagement with the social customer COMMUNICATIONS through consistent and relevant content; ability to scale operations globally. CUSTOMER SERVICE The ability to solve customer problems quickly and efficiently. Increased collaboration between sales professionals in the SALES industry; robust social CRM platform and analytics PRODUCT DEVELOPMENT Product and process innovation using the collective intellect of the community HUMAN RESOURCES Staffing & recruiting, employee engagement and empowerment Bring products to market faster through increased SUPPLY CHAIN collaboration with partners in the supply chain
  25. 25. Thank you Copyright ©2012 Daniel J. Edelman, Inc. All rights reserved.All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).

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