ALI Strategic Internal Communications ConferenceEmpowering Your Employees tobeSocial Media Champions:Six Critical Foundati...
Affect Strategies   PROPRIETARY & CONFIDENTIAL   March 4, 2010
ABOUT AFFECTSOCIAL MEDIA CLIENTS,PAST & PRESENT      Affect      PROPRIETARY & CONFIDENTIAL   ALI | Nov. 2011
SOCIAL MEDIAWHY?   No social media program is complete without     the participation of company employees.   Internal comm...
SOCIAL MEDIAAGENDA                 Foundation Materials   I.     Social Media Usage Policy   II. Social Media Workflow Pla...
SOCIAL MEDIAFOUNDATION MATERIALS                Social Media Usage Policy   • Accentuate the positive   • Acknowledge the ...
SOCIAL MEDIAFOUNDATION MATERIALS                Social Media Usage Policy                                                 ...
SOCIAL MEDIAFOUNDATION MATERIALS                  Social Media Workflow Plan   • Translate business practices for online  ...
SOCIAL MEDIAFOUNDATION MATERIALS                Social Media Workflow Plan       Affect           PROPRIETARY & CONFIDENTI...
SOCIAL MEDIAFOUNDATION MATERIALS                Social Media Messaging Document   • Address the specific requirements for ...
SOCIAL MEDIAFOUNDATION MATERIALS                 Social Media Messaging Document                                          ...
SOCIAL MEDIAFOUNDATION MATERIALS                Social Media Response Map   • Plan for the anticipated   • Great for highl...
SOCIAL MEDIAFOUNDATION MATERIALS                Social Media Response Map                                                 ...
SOCIAL MEDIAFOUNDATION MATERIALS                Technical Recommendations   • Sit together with the IT/creative services  ...
SOCIAL MEDIAFOUNDATION MATERIALS                Technical Recommendations                                                 ...
SOCIAL MEDIAFOUNDATION MATERIALS     Internal Communications Launch Program   • Your colleagues: an often untapped social ...
SOCIAL MEDIAFOUNDATION MATERIALS     Internal Communications Launch Program                                               ...
SOCIAL MEDIA    INTERNAL TARGET AUDIENCESFoundation Material                  Target Audience            TimingSocial Medi...
SOCIAL MEDIASUMMARY       Internal communications have played a        huge role in the success of my clients’            ...
Thank You!Katie Creaser, Account Directorkcreaser@affect.com@ksafrey(212) 398-9680www.affect.com   Affect Strategies   PRO...
Affect Strategies   PROPRIETARY & CONFIDENTIAL   March 4, 2010
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Empowering Your Employees to be Social Media Champions: Six Critical Foundation Materials

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Empowering Your Employees to be Social Media Champions: Six Critical Foundation Materials

  1. 1. ALI Strategic Internal Communications ConferenceEmpowering Your Employees tobeSocial Media Champions:Six Critical Foundation MaterialsDecember 2011 PROPRIETARY & CONFIDENTIAL
  2. 2. Affect Strategies PROPRIETARY & CONFIDENTIAL March 4, 2010
  3. 3. ABOUT AFFECTSOCIAL MEDIA CLIENTS,PAST & PRESENT Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  4. 4. SOCIAL MEDIAWHY? No social media program is complete without the participation of company employees. Internal communications plays a huge role in the success of all social media endeavors. Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  5. 5. SOCIAL MEDIAAGENDA Foundation Materials I. Social Media Usage Policy II. Social Media Workflow Plan III. Social Media Messaging Document IV. Social Media Response Map V. Technical Recommendations VI. Internal Communications Launch Program Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  6. 6. SOCIAL MEDIAFOUNDATION MATERIALS Social Media Usage Policy • Accentuate the positive • Acknowledge the negative • Critical for “buy in” • Everyone signs – even if they aren’t official social media ambassadors • Don’t reinvent the wheel – great online resources available Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  7. 7. SOCIAL MEDIAFOUNDATION MATERIALS Social Media Usage Policy “Use your best judgment.” “Add value.” “Don’t pick fights.” “Be yourself.” Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  8. 8. SOCIAL MEDIAFOUNDATION MATERIALS Social Media Workflow Plan • Translate business practices for online world • Sales • Customer Service • Media inquiries • Sign-off prior to launch • No surprises! Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  9. 9. SOCIAL MEDIAFOUNDATION MATERIALS Social Media Workflow Plan Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  10. 10. SOCIAL MEDIAFOUNDATION MATERIALS Social Media Messaging Document • Address the specific requirements for the medium • Map messages from the brand to target audiences • Fill in the gaps with content creation on a platform-by-platform basis • Create from scratch or adapt from existing Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  11. 11. SOCIAL MEDIAFOUNDATION MATERIALS Social Media Messaging Document “Does it fit the ANCHORS & ORIGINS --------------- VALUE FIELD OF --------------- COMPETENCE --------------- wheel?” STRATEGIC CONCEPT GOAL --------------- POINT OF --------------- DIFFERENCE --------------- BRAND IMAGINED PERSONALITY CUSTOMER --------------- --------------- Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  12. 12. SOCIAL MEDIAFOUNDATION MATERIALS Social Media Response Map • Plan for the anticipated • Great for highly legal questions/environments • Speeds up response time (+ frees up time to focus on engagement) • Leave room to adapt to exact moment Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  13. 13. SOCIAL MEDIAFOUNDATION MATERIALS Social Media Response Map “If you or someone you know needs help battling addiction, please contact our 24-hour hotline.” Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  14. 14. SOCIAL MEDIAFOUNDATION MATERIALS Technical Recommendations • Sit together with the IT/creative services team as early as possible • KPIs will define technical recommendations • Separate must-haves from nice-to-haves • Don’t launch without the proper technical foundation Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  15. 15. SOCIAL MEDIAFOUNDATION MATERIALS Technical Recommendations Social Media -> Landing Page -> Salesforce.com = Proof of social media’s lead gen capabilities Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  16. 16. SOCIAL MEDIAFOUNDATION MATERIALS Internal Communications Launch Program • Your colleagues: an often untapped social media resource • Previous foundation materials have secured buy-in • Call to action is key • Try, try again Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  17. 17. SOCIAL MEDIAFOUNDATION MATERIALS Internal Communications Launch Program Leverage the right spokespeople who have built-in networks. Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  18. 18. SOCIAL MEDIA INTERNAL TARGET AUDIENCESFoundation Material Target Audience TimingSocial Media Usage Policy All employees ASAP All involved in social 2-3 months prior toSocial Media Workflow Plan media (front line and launch behind the scenes) Social media team,Social Media Messaging Document 2 months prior to launch marketing team Social media team, legalSocial Media Response Map 2 months prior to launch team Social media team, IT 2-3 months prior toTechnical Recommendations team, marketing team launch Social media team,Internal Communications 1 month prior to launch marketing team Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  19. 19. SOCIAL MEDIASUMMARY Internal communications have played a huge role in the success of my clients’ social media endeavors. Social Media Campaign Social Media Marketing Award Gold Award for Social Media Business-to-Business Integrated Non-Tech (2010) (2010, 2011) (2011) Affect PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011
  20. 20. Thank You!Katie Creaser, Account Directorkcreaser@affect.com@ksafrey(212) 398-9680www.affect.com Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Absolute Software | May 29, 2009
  21. 21. Affect Strategies PROPRIETARY & CONFIDENTIAL March 4, 2010

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