Leveraging social media in the enterprise context requires holistic enterprise architecture, IT and information management strategy, as well as alignment with corporate marketing objectives and planning.
Enterprise Social Media - by KME Internet Marketing of DC
Social Media – the Enterprise Context Social Media The Enterprise Context Everything to Consider in ApproachingSocial Media for Your Business Enterprise KME Internet Marketing is a full-service Digital Interactive Marketing and IT Firm Located in the Washington DC Metro Region Contact us at kmeinternetmarketing.com, or 800-483-1262
Social Media – I don’t get it…This Presentation Has No AnswersThat’s right, we put this presentation together to help focusyour questions, create targeted discussions and ultimately helpyou formulate a strategy for approaching, addressing andplanning use of Social Media for your enterprise. It’s a big, ‘oleoutline.This Presentation may in fact have some high-level answers –but it’s really just a conversation starter – so start theconversation, among yourselves, with others and with us –here at KME Internet Marketing.
Social Media – I don’t get it… Social Media Can Mean Different Things, to Different People• Social media is people coming together online posting stuff for feedback, or posting feedback for stuff - talking, sharing, commenting. It’s generally understood as Facebook, Twitter, LinkedIn, YouTube and everyone else.• It’s all about customer or user-driven online activity, that publishers need to monitor and engage – wherever and whenever it’s happening.• Social Media includes basically any software and enabling service that allows free sharing of Internet-accessible content and feedback via open standards, with the intention of influencing an online dialogue between people.• If you don’t do Social Media, it’s hard to understand Social Media – and you don’t actually “do” Social, you “are” Social!
Social Media – I don’t get it… It’s Ubiquitous• Everyone is using it, in pretty much every computer-accessible language• The market growth of related tools and services is HUGE, especially for mobile – beyond the big 4 (Facebook, Twitter, LinkedIn, Google+), no clear winners yet• Feedback loops via social media channels are appearing on every media type, with crossover and impact on the physical world (i.e. QRcodes, GPS, etc.)• Most businesses started to answer the question LAST year – “should I care about social media?”
Social Media – I don’t get it… You’re Probably Already Using It• Your website probably already enables social media interaction (for example, does it automatically generate an RSS feed?)• Your employees and their kids are using it, at home, work, school and the mall• Your customers are using and talking about it, if even behind your back• Related policies and services are already enabled and ready to use for you – did you know that? (Hint – don’t check with the IT department, check with the PR and Security folks.)
Social Media – I don’t get it… Pay Attention – But Prioritize• Ask around; ask your customers, your employees, your partners – are they using social media? Do they want to now, or soon?• Search for dialogue about your company, among its stakeholders – and not just on Google (YouTube is the 2nd largest search engine – try Bing, Blekko, Twitter)• Check the competition’s activity, profiles and reputation; they can’t hide from Spyfu, or Google Alerts• Stop reacting; decide to plan and prioritize your proactivity towards engaging customers and partners in public• Consider the laws that may matter to you (i.e. ADA, COPPA, FISMA, Creative Commons, etc.)
Social Media – the Enterprise ContextWhat Will It Get You?
Social Media Benefits Presence• If you have a great website on the Internet, but nobody sees it (or it’s on the 3rd page of Google search results), is it really there?• Decision-making, conversations and choices are being made and influenced right now within and between social media channels, about your company – have you seen these?• Social Media is searchable, from Search Engines or the channels and communities themselves – not only the content generated by users, but their sentiments and reactions, “likes”, ratings and flames• Your company and its employees become more approachable, more personalized, more visible experts – easier to understand, access, repeat• Beyond the Web – social media applications exist in their own containers, for example, the most popular downloadable mobile apps are social
Social Media Benefits Brand Interaction• Your brand isn’t just a logo – it’s every kind of impression you or someone else creates about your company, in any media• Your brand is constantly parsed, mashed, rendered, humanized out “in the wild” – can it survive this? Will it stand up to the digital media grinders?• Branding can be very targeted in social media, to the person, to the conversation, to the mood of the dialogue• You may actually need separate brands for separate social circles – demographics find you appealing for different reasons, in different social media settings
Social Media Benefits Communications & Public Relations (PR)• Social media is unscripted, unencumbered, bi-directional communication with the public – it’s PR without a leash, without constraint, completely transparent• What do the PR people do, then? (Hint: they’re shifting from engaging audiences, to engaging communities and individuals)• Are other communication forms still relevant, or can they be social? (i.e. email, fax, SMS, IM, etc.) Answer: Yes, but maybe not as fun or visually appealing• Access the Social Networks, and access the customer – most users of social media are first interested in their network’s opinion (what do my friends think?), and then in more general or broadcast communications• Your Communication & PR Team need to be “Real-Time” now, and fluent in the language and expressions of your customers.
Social Media Benefits Marketing & AdvertisingDirect• Social Media Marketing and Advertising can be purchased, and directed at specific audiences.• It’s extremely cheap and easy, if the risks are managed• The ROI is better than banner ads, but not dramatically (yet)Earned• The very best marketing is generated by fans, supporters, employees, stakeholders – on their own time and volition, with their own words…• …so is the very worst• Therefore, extra effort and attention must be made to drive earned advertising, yet monitor and respond throughout the whole lifecycle.
Social Media Benefits The Cool Stuff• Information, news, great comments, pictures can all be curated, tagged and visualized for use on your own website, in your own communities• Answers and feedback can be “crowdsourced” for research purposes, in real time• Cool tools let users visualize, manipulate, and mess with your content – it’s fun, and they like it, and “mashing” just sounds good (especially for your future customers)• Great content, insightful opinion and useful information is easily, quickly and inexpensively shared, in both directions, when and where it helps the most• Social Media is the muscle of change – develop, strengthen, use it!
Social Media – the Enterprise ContextSocial Media is a Tool(s)
Social Media – It’s Just a Tool Everything’s a Hammer• It’s challenging out there for web content and content owners – so many choices and options exist to manipulate and share content…but these choices are just tools to select, to use appropriately, and to derive value from; they’re not the end game - unless you’re the tool-maker, of course :)
Social Media – It’s Just a Tool The Tools Can be Islands• You might have a blog, a few twitter accounts, a YouTube or Myspace account – maintained by various people, on the web, or on their PCs and phones.• Islands of social media profiles, activity, attention will only create overwork and redundancy, and possibly conflicting or overlooked messages.
Social Media – It’s Just a Tool …Or, the Tools Can be Integrated• You’ve got a core website or blog that pulls in curated RSS feeds, automatically publishes via ping.fm and provide instant DMs to twitter signups, viewable through the embedded widget that’s also downloadable as an app…huh?• Plan for integrated content syndication, use tools like Twitterfeed, Yahoo Pipes, Autoposts, etc. to leverage and automate some elements of communicating through social networks…but automate judiciously, be human.
Social Media – It’s Just a ToolSocial Media Tools are Part of an Integrated Web Content Management System • Regardless of the number, distribution and types of social media used, ultimately, much better economies of scale and success will likely be achieved through integration of these tools for combined benefit – in terms of smooth handoffs between publishing process, governance, content reuse, account management and data sharing.
Social Media – the Enterprise ContextThe “Social” Piece
Social Media – the Pieces and Parts Social Media Isn’t Just a Word• It’s a phrase indicating a type, purpose and mechanism for sharing web content and dialogue – that’s “personal”• “Social” isn’t about broadcast or one-way messaging, alerts, notifications, press releases…it’s about engaging the community, whether the community is understood, known or not• “Social Listening” is the very most important element – listen first, then act or engage• Monitoring, measuring and managing comes AFTER listening – BE social, then DO social
Social Media – the Pieces and Parts Social Media Governance• Communities and social interaction on the web require some level of governance, for success and value – if that’s the goal (if there is a goal to be measured; sometimes there isn’t)• Governance starts with policies, guidance, business rules or procedures – for the community, its interactions, and the governance mechanism itself• This can be as simple as moderation rules, or as complex as a multi-level workflow for approving subject matter experts to participate in certain discussions• Governance of social media is an extension of overall content and communications governance
Social Media – the Pieces and Parts Communities• Communities of Interest, Practice, Purpose – and Communities just for the heck of it…be sure the segment the communities you address at the appropriate level of topical dialogue• There are many types of durable groups or flash mobs, planned or not – most communities have some roles to help govern process and outcome, but many rely on the will of the crowd – the point is, “social” = “communities”, not just another person or system.• Take care to be certain of the “private” or “sensitive” nature of the community – some need to be private, others not so much.
Social Media – the Pieces and Parts Community Roles• Social Networks enable multiple, diverse and personalized roles defined and tailored by the users – roles are driven from top-down, sideways, and bottom-up interests, all at the same time. Roles also tend to identify individuals. Consumer SME/ Expert Lurker Moderator Editor Marketer/ PR Reviewer
Social Media – the Pieces and Parts Audiences• Audiences are a little different than communities; tend to be more defined on the one hand, but with fewer discernable roles or contributing responders on the other. Use of social media needs to take into account the different types of audiences and communities.• Audiences also typcially include non-identifiable persons – i.e., who’s exactly watching this TV show? Who searched for my product online yesterday in Google?
Social Media – the Pieces and Parts The Social Currency Equation• Does the equation (((“like” + “follow”) – “ignore friend request”) + “purchase”) = (loyal customer)*(all their friends)? Or just a disengaged admirer? Evaluating and promoting the use of particular social currency and language is key to creating and benefiting from your communities – and proving so, via analytics.• Trust is the most difficult currency to earn, measure and retain as a specific ROI from leveraging social media – and it’s very often unspoken, visible only in the users behavior, actions or inaction. Social Networks act as a “trust filter”, capable of instantly leveraging worldwide expertise and experience.• You should seek to “give”, to “get” – in balance…i.e. give some information, to get some information. Give more to get more, and it doesn’t necessary have to be the exact same currency.
Social Media – the Enterprise ContextThe “Media” Parts
Social Media – the Pieces and Parts Content and Message Types• So little time, so many ways to describe the ‘Nats (Washington Nationals)…in pictures, cellphone video, tweets, podcasts, data mashups, stats XML or JSON files, inning-by-inning RSS, etc. Which kind of content or message types should be used first in the Social Media world? Consider your own IT expertise.• If it leaves or comes into your system, via your social media channels, you’ll have to tag and store it, maybe back it up, maybe add metadata, maybe compress, translate or redact it…a good content inventory and data management system can help with this – as can an experienced Information & Data Architect (from KME).• Yes, social media is easy to use – but under the covers, there’s some significant Information Technology and Data Management to be addressed, especially when harnessing or integrating Internal social content with External social platforms.
Social Media – the Pieces and Parts Governance• The content and media channels are used under various policies, standards, rules, compliance procedures – and are subject to monitoring, audits, reporting….all to mitigate risk, control costs, deliver quality. Content Managers, authors, publishers should all have access to guidelines, FAQs, training – and escalation processes – to help them treat content nicely and properly.• Use of social media requires web content, data, process and IT governance – though it doesn’t need to be difficult and complex, just properly considered and addressed!• Guess what – you’ve got other media activities in play, via email, press releases, broadcast advertising, magazines etc….be sure to consider integration of the Social Media with these other media, from a governance perspective.
Social Media – the Pieces and Parts Govern Your Site• It’s much easier to govern content that’s posted or ingested into your own site, since you control the employee content use, systems and governance mechanism.• It’s also easier to govern access to and use of social media tools on your own site – but carefully consider the use of social media on your site against the various interests of your organization. Also, think first about “joining” a social network that already exists, than “building” a new internal one – chances are many of your employees are already in that social network (like a LinkedIn group).
Social Media – the Pieces and Parts …and Govern Your Content on Someone Else’s Site (As Possible)Some third-party sites like Flickr control themselves, their users and content usageaccording to reasonable terms of service, copyright laws and other “rules ofbehavior” – therefore governing the use of your data on their site…but many don’t,so you need to check.
Social Media – the Pieces and Parts Your Content – In the WildPublishing an RSS feed or Tweet is basically giving license to the world to utterlymangle and misuse it, to nobody’s benefit and your ultimate detriment – or perhapsnot. Governance applies to digital assets let loose for indeterminate usage,regardless of restrictions or terms-of-use you may have published – learn to protectyourself and your web content with limited disclosure, usage monitoring,watermarks, embedded attribution, timestamps, etc.Govern your digital content in your enterprise, as it’s headed out the door, onother sites, and as it’s used or shared.
Social Media – the Enterprise Context3rd Party Tools, Services, Channels
Social Media – 3rd Party Tools It’s a Big, Social UniverseThere’s an unlimited supply of time and energy out there to create ways to manipulate information on theweb, tell everyone about it, and maybe make a few bucks. Thousands of tools are bogus or spam-inducing,thousands are pretty useful, thousands exist you’ll never know about, and a few are actually changing theworld. Here are some examples.• RSS – is the key to open standards-based exchange of data with descriptive information, many variations exist for different content types, for different messaging applications.• Facebook & Twitter - will rule the world, unless you don’t “like” or “follow” them. Or “G+” them, in which case Google will rule the world, outside of the LinkedIn communities.• API’s – open standards-based, inexpensive access to leverage social media as components or services of your own website are available for most useful tools – learn to use these for features, portable profiles, single sign-on, etc.• LinkedIn and GovLoop – are very useful and highly engaged communities and social networks, where “return on relationship” can actually be measured in business or mission benefit• Sharing & Bookmarking - many ways to “curate” a collection of things you like, and want to share with others through lists, groups, collections. Don’t forget the URL shorteners.
Social Media – 3rd Party Tools The Social Universe - Continued• Commenting & Feedback – if you put it out there, inviting comment can be very useful and valuable to the community…but all good debate needs some moderation. Feedback can be detailed (like on Blogs and product review sites), or in signals (“click if helpful”) or social currency (“like”).• Monitoring and Analyzing – Lots of free tools to immediately take advantage of, from Google Alerts and Analytics, to SocialMention, Hootsuite and Bit.ly.• Vertical, Niche, Special Interest Social Networks – are all over, in many forms and formats; match your corporate taxonomies to the subject matter of these (this is where your organization can really use the services of an Information Architect (from KME)• Help for You – there’s lots of help out there, even from the Feds - the US Federal Government is already helping many public agencies and constituents navigate and use 3rd- pary “Web 2.0” and Social Media tools – from cloud-based hosted email and portal services, to use of Facebook under Government-specific Terms of Service. Check the GSA’s Social Media Directory, at http://www.gsa.gov/portal/category/100139 or http://www.howto.gov/social-media .
Social Media – the Enterprise Context IT Impacts to You,and to Your Enterprise
Social Media – Enterprise IT Impacts Enterprise Architecture• How does this new channel and its tools and processes fit into the broader Enterprise Architecture, in terms of standards, integration with other systems, alignment with business processes and IT investments?• Are the tools, licenses or “Terms of Service” considered already under your Enterprise Architecture standards?• Will something you’ve already got fit the bill, albeit with some “tweaking”?• Perhaps it’s time to “Sunset” the internal blog posting system, and outsource the platform to a 3rd-party provider, “in the cloud”?• Are there internal business processes that could really be streamlined, enhanced or otherwide become much more productive – with insertion of a Social Media tool or process? Talk to an Enterprise Architect (from KME)!
Social Media – Enterprise IT Impacts Website and Application Design• The “social” component needs to be considered for every web design activity, internal or external – this includes not only the website itself, and the content or profiles that live elsewhere, but the activities and “buzz” generation that goes into new deployments, updates, features. This includes accessibility and usability best practices (or laws, like Section 508), applied to these components as well.• Be very aware that any new public application or website will HAVE to consider engaging individual users, communities – it will NEED to be social, but there are ways to accomplish this without new social media tools, it’s all in the information flow and interaction design (again, talk to an Information Architect from KME!).• Free and proprietary tools exist that enable your staff, or users of your website, to combine and visualize open standards-based datasets in many new and useful ways, in real time or not…are you prepare to enable this, manage this, leverage this? Can your application be created with someone else’s Mashup Tools?
Social Media – Enterprise IT Impacts Security & Privacy• New content processes and media types for inbound or outbound data deserve new scrutiny from all security and privacy perspectives; control of PII, control of SPAM, monitoring and response to viruses, protection of intellectual property and copyright, etc… Content Management• Enterprise or Web Content Management Systems, along with embedded or integrated “Social Business Software” (SBS), Portals, and other community management tools, should be carefully evaluated, configured and operated as part of the holistic Enterprise approach to managing information – this includes Intranets, Extranets, Microsites, Content Networks, Groupware, etc.• Social media, at the end of the day, relies on structured data.
Social Media – the Enterprise ContextIs it Working?
Social Media – Is it Working? Monitor & AnalyzeMonitor• It’s essential to monitor the online, public dialogue, engagement and amplification or sharing activity for mentions about your brand, your products, services or people – many free tools and best practices exist for this, as well as very sophisticated proprietary tools, from Google Alerts to Radian6.Analyze• Is the dialogue or feedback helpful, useless, risky or buzz-worthy? What are the KPIs, performance measures, metrics to track? Things like resonance, amplification, sentiment, reach, etc…many KPIs exist for evaluating the success vectors of social media – and should be aligned, balanced against the more traditional website traffic analysis.• The ROI of Social Media is a well-discussed topic all over the Internet – but it’s very difficult to actually define for your own Enterprise…an experienced, Social Media-aware IT Investment Analyst (from KME!) would be helpful here.
Social Media – Is it Working? Respond & ReportRespond• If you need to respond, you need to respond right away – to good things, bad things, seemingly unrelated things; but response needs to be carefully balanced for the motivation, context, visibility, etc…it’s the newest PR and Public Diplomacy nightmare (but biggest opportunity), with oodles of new audience types and cultures to engage.Report• People need to know, and fast – reporting social media trends, activities and critical threshold alerts itself can leverage social media; you don’t need to wait for the daily summary, but more people need to know about the event than you’d think, to assess impact and contribute to response.• Don’t forget to regularly report on the Social Media ROI, to those who care!
Social Media – the Enterprise ContextWhat if it’s Not (Working)?
Social Media – It’s Not Working Protect Yourself, Your BrandDamage Control & Recovery• People say stupid things – so do companies and partners…timely, balanced, fair and targeted response is extremely important, as well as continued follow-up through resolution . Social media is a huge cause and contributor, but also is a really good way to target the communities, audience or person who’s been impacted.Reputation Management• Over time, your online reputation may be suffering, in ways and regarding topics you might now be aware of…countering this, especially with respect to durable Internet content and search engine results, may take a long time and many resources – have a plan. Ask an experienced Internet Marketer. From KME.
Social Media – It’s Not Working Change Things, NowChange Authors!!• Some people just can’t write, or, their social awkwardness or less-than-optimal Sheen-ified personal image conveys sheer ignorance to the virtual world…a small group of “social media enthusiasts/champions/power users” with demonstrated success can help identify and suggest changes in the authoring process, from people and their online behavior, to language, to marketing balance, to tools-of- choice. Let the engineers discuss engineering topics, and the young (at heart?) hipsters connect with the young hipsters. Get a new Copywriter, from KME!Change Content & Delivery Channels• Maybe those marketing and recruitment messages are falling on deaf earbuds through the Facebook page – are they better targeted for focused professional forums, LinkedIn, or specifically-targeted paid advertisements? Monitor, Analyze, Adjust.
Social Media – the Enterprise ContextNext Steps
Social Media – What to do Next 7-Step Plan – A Way Ahead1. Talk through items 1-7 here – with as many as possible, plus a few “evangelists” and social media “experts”…People will be the essential link in the strategy. Talk with us, here at KME.2. Align the business need, across the organization – Marketing, HR & Recruiting may want it, but IT wants it to go away, the Product folks think it’s just more advertising and the Lawyers are clamping down…executive championing, cross-department communication and documented business objectives and performance measures are a must. Who’s accountable?3. Create a Plan – Create a plan with milestones, things that can be monitored and showcased, aligned with the resources and skills available. Include risk mitigation.4. Balance the IT investment – You may need to rob Peter, to pay Paul – but perhaps posting the corporate videos to YouTube and Vimeo via TubeMogul is cheaper and more useful than hosting your own streaming video server and SAN. How is the budget for Enterprise Content Management shared across the organization? Also, not all Social Media is free, and the better tools and services for commercial purposes should be purchased – lots of reasonable options.5. Agree that all Web Design is Interactive, Portable Design – creative, audio/visual projects should always consider portability across multiple devices and media (including print), reuse in part or under sub- optimal rendering circumstances, and syndication to sites that don’t match the design.6. Check the Governance – policies are likely necessary, or may require plenty of updates – though balanced, and well distributed (through HR manuals, FAQs, training, community coaching, directives, standard operation procedures, etc.)7. Harness the People - campaigning will be required for awareness, outreach, feedback, buy-in, training, roles & responsibilities adjustment, incentives, career impact, etc. New or old people will be doing new things with new or old stuff. Understand that social media is 24x7. Identify the Social Media people!
Social Media – the Enterprise ContextSocial Media – at KME
Social Media at KME Internet Marketing What We Offer – In Support of Social Media• Industry Monitoring, Research & Analysis – What’s going on out there, do I care?• Product or Service Evaluation, Comparison, Prototyping – what’s the best CMS? Should we use the Google or Bit.ly URL shortener? Tweetdeck or Hootsuite for managing social media interactions over Twitter?• Business & Marketing Strategy – Let’s modify the budget, accomplish some goals, save some money, do some good – what’s the balance between corporate communications, PR, marketing and community management?• Digital Content & Engagement Strategy – Where should our content live, travel and how do we talk about it? With others?
Social Media at KME Internet Marketing What We Offer – In Support of Social Media• Interactive, Transmedia UX Design & Branding – your greatest and most fragile asset is the way you (and your website, in whole or part) look and behave towards others, in any social media channel, on any device• IT Strategy & Implementation – using social media will require IT investment, or attention• IT Operations & Maintenance – someone’s got to keep the RSS feed monitor up and running• Information Management – underneath social media processes and content, are metadata, taxonomies and data management, movement & storage architectures. What about “knowledge” and “records” management”?
Social Media at KME Internet Marketing What We Offer – In Support of Social Media• Organization & Change Management – who’s going to do all this, and who’s their boss? (Hopefully not the lawyers, but they need a voice too). Our Specialty!• SEO, Search & Interactive Marketing – online marketing, for people and search engines, is applied both to your digital assets and to your social media activities• Business Intelligence & Analytics – track and understand the value of your social media investment, from the perspective of the entire enterprise – get more budget and hire more community engagement managers!• Social Media Monitoring & Communications – what’s being said about you, does it need to be addressed? Right now, or over time? Daily messaging & dialogue, with some marketing/SEO plus a tracked URL shortener, makes the community happy – but sometime more or less is needed, especially in reaction to external events. Automate in balance.
Thank You!• Contact us (we can deliver this presentation to a group):• Kelly McLaughlan• firstname.lastname@example.org• 800-483-1262• Connect with us:• Follow us on Twitter: @KMEIntMktg• Like us on Facebook, Follow us on LinkedIn or Google+• Check out our website: http://www.kmeinternetmarketing.com