SOCIAL MEDIA –DEPARTMENTALALIGNMENT WITHINTHE ORGANIZATIONJake AullGSUSocial Media Marketing2012
TONIGHT’S CLASS TOPICS  Dominoes Pizza YouTube videos and case study discussion      All departments working together in...
TONIGHT’S CLASS TOPICS  Who in a company should own social media?  Organizational approaches in the era of Web 2.0  Ent...
WHO IN A COMPANY SHOULDOWN SOCIAL MEDIA?
WHO IN A COMPANY SHOULD OWNSOCIAL MEDIA?  Marketing?  PR?  IT?  Cust. Support?  Project Mgmt?  Product Development?...
WHO SITS AT THE CORPORATE SOCIALMEDIA TABLE?
WHO SITS AT THE CORPORATE SOCIALMEDIA TABLE?
ORGANIZATIONAL APPROACH INTHE ERA OF WEB 2.0
LEGACY BUSINESS SIMILARITIESVS. WEB 2.0 MODELS  http://socmedgsucourse.files.wordpress.com/2010/10/legacy-vs-web2biz1a.png
Business & Departmental Orientations in the Age of Social Media      Department     Short-Term Orientation:            Lon...
ORGANIZATIONAL MANAGEMENT  Bottom up vs. top-down      The “groundswell” vs. traditional leadership  Social Media’s nee...
EXAMPLES  Poor org alignment and  customer-support  representation in Twitter  (right).  Good example: Best Buy’s  Blue ...
ENTERPRISE 2.0:TECH & CONTENT SHARING
COLLABORATIVE CONTENTWITHIN THE ORG wikis CMSes ERPs MS SharePoint Yammer.com Company.com
TAKE-AWAYS  There are many departments within a company (whether corporate- or  client-side) who have a viable place at t...
GSU - Social Media Alignment within the Organization
GSU - Social Media Alignment within the Organization
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GSU - Social Media Alignment within the Organization

  1. 1. SOCIAL MEDIA –DEPARTMENTALALIGNMENT WITHINTHE ORGANIZATIONJake AullGSUSocial Media Marketing2012
  2. 2. TONIGHT’S CLASS TOPICS  Dominoes Pizza YouTube videos and case study discussion   All departments working together in social media, with customer involvement and feedback, transparently, to cure past problems.  Orange Lake case study  Strategic business alignment - ‘Principles of of Biz Agility’
  3. 3. TONIGHT’S CLASS TOPICS  Who in a company should own social media?  Organizational approaches in the era of Web 2.0  Enterprise 2.0: Tech and content sharing  Take-aways
  4. 4. WHO IN A COMPANY SHOULDOWN SOCIAL MEDIA?
  5. 5. WHO IN A COMPANY SHOULD OWNSOCIAL MEDIA?  Marketing?  PR?  IT?  Cust. Support?  Project Mgmt?  Product Development?  Who?
  6. 6. WHO SITS AT THE CORPORATE SOCIALMEDIA TABLE?
  7. 7. WHO SITS AT THE CORPORATE SOCIALMEDIA TABLE?
  8. 8. ORGANIZATIONAL APPROACH INTHE ERA OF WEB 2.0
  9. 9. LEGACY BUSINESS SIMILARITIESVS. WEB 2.0 MODELS  http://socmedgsucourse.files.wordpress.com/2010/10/legacy-vs-web2biz1a.png
  10. 10. Business & Departmental Orientations in the Age of Social Media Department Short-Term Orientation: Long-Term Orientation: Involved QUANTITY ATTRIBUTES QUALITY ATTRIBUTES Marketing Brand awareness Brand value/fans/market growth Coupons (1-time/acquisition) Rewards/Points programs Viral campaigns (awareness) Customer-sharing campaigns Prospecting/list buys CRM/CLV (cust. lifetime value) New media channels Existing communities (even customer-owned) Broadcast/attraction/acquisition Engagement/Cust. collaboration/ promotions one-to-one marketing Change prospect behavior Feed and grow customer desire Parity positioning Cust.-focused product segments P.R./ Separated roles/ Collaborative/2-way Communications chain of sequence Reactive Upfront communications I.T. Separated/Low- Collaborative dependence/ involvement/reactive high involvement Product Mkt R&D/new products Customer input/enhancementsDevelopment/Mgmt (high resource cost) Resources output (company- Crowd-sourcing (customer-centric) centric) Customer Support Wait for queued customer Search & address instant customer complaint calls (reactive) complaints online (proactive) F&A and Pricing High upfront costs Lower, long-term leveraged costs Low-price competition Quality pricing Short-term ROI Long-term/retention ROI (CLV) Talent/resource costs Crowd-sourcing/open source savings Economies of scale Long-tail (niche segmentation) profits © Copyright 2011 Jake Aull
  11. 11. ORGANIZATIONAL MANAGEMENT  Bottom up vs. top-down   The “groundswell” vs. traditional leadership  Social Media’s need for executive sponsorship in an org  Brand consistency and strategic alignment of departments around a company common SoMe table  Agility:   IT/products   Management   Business  Alliances and Affiliates
  12. 12. EXAMPLES  Poor org alignment and customer-support representation in Twitter (right).  Good example: Best Buy’s Blue Shirt Nation (from Li’s Groundswell).
  13. 13. ENTERPRISE 2.0:TECH & CONTENT SHARING
  14. 14. COLLABORATIVE CONTENTWITHIN THE ORG wikis CMSes ERPs MS SharePoint Yammer.com Company.com
  15. 15. TAKE-AWAYS  There are many departments within a company (whether corporate- or client-side) who have a viable place at the company table when it comes to social media.  All need to be represented (not just marketing) in such discussions.  All concerns should be addressed (and agreement achieved).  And all departments who utilize outward-facing social media should achieve some brand consistency.

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