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
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.
THE SOCIAL MEDIA BELT SYSTEM1 ESTABLISH A TRAINING CURRICULUM
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
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
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
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.
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
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