Tranformational approaches to social media resources and processes slide share
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Transformational Approaches to Social Media Resources and Processes: inspire and sustain SMEs' thought leadership through blogging
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Tranformational approaches to social media resources and processes slide share
- 1. Transformational Approaches to Social Media Resources & Processes – Inspire & sustain SMEs’ thought leadership through blogging Nada Wheelock | EMC Corporation @WheelNZ 10.16.2012
- 2. Business Challenge/Goals 2 @EMCGS • Increase Global Services thought leadership visibility • Improve speed to market
- 3. Solo Blogging Challenges • Getting started • What do I write? • Site mgt./engagement • Attracting diverse participants 3
- 4. Group Blog - Hub & Spoke Model InFocus.EMC.com • Targeted investment to build infrastructure • Hub: centralize support/infrastructure • Spoke – Mobilize existing resources – Broaden participation 4
- 5. Hub: Centralized Social Media Team • Build Platform & Infrastructure • Recruit Team: Partner w/Marketing/SMEs – On Board – Ongoing Development • Manage Community • Promote Content 5
- 6. Hub & Spoke Responsibilities • Recruit • Onboard • Develop Skills • Orchestrate Editorial • Engage • Publish • Promote • Report 6 Senior Mgt Bloggers Cross-EMC Social Media Team Offer Mrkg Comms. GS Social Media Team
- 7. GS Social Media Bloggers Offer Mrkg Comms Team Infrastructure R I C C Recruit I A C R Onboard C A I R Develop Skills R A A Editorial I R R R Engage R R I Publish C R A Promote R R R R Report R Detailed Roles & Responsibilities Responsible Accountable Consulted Informed
- 8. Recruit: Blogger Criteria/Selection • ID the right candidate – Expertise in Editorial Focus Area – Passion – Commitment • Motivation/Commitment – Build personal brand – Reach new audience • Senior management support • Early wins: engage more people; grow program 8
- 9. Editorial Process Turning Ideas Into Compelling Articles • Editorial Calendar – Context, alignment (launches, events) • Idea Generation – In the News – White Papers – Industry conferences – Customers • Attract Attention – Title, images, key words – Video 9
- 10. Engagement • Blog sets tone – Positioning, About • Sources – Twitter, Blog, EMs • Operations – Spam Filters – Moderate Comments – Engage w/Readers 10
- 11. Results/Business Impacts – 1st Year • Increased Global Services thought leadership visibility • External Recognition – Journalist/analyst interviews – Syndication – Search • Broadened participation 11 InFocus has been a great and challenging experience.
- 12. Group Blogging Model: InFocus.EMC.com • Scale: Fast-tracked EMC group blog development • Blogging Platform/ Infrastructure • Shared Resources and Best Practices 12
- 13. Metrics • Google Analytics – Page Views, Visitors, Traffic Sources, Time on Site • Benchmark against other group blogs (Social Report) • Social Mentions (AttensityA360) • Monthly Blogger reports • Quarterly summary 13
- 14. Celebrate Blogger Success • Internal Communications – Share best practices – Spotlight peers – Say Thanks 14 • External Recognition – Interview opportunities – Speaking engagements/ BuzzTalk
- 15. Recommendations • Start Small – Agree on goals, topics – Recruit SMEs – Build infrastructure • Orchestrate Editorial Process – Integrate with existing discussions – Follow the Blogger – Make it Fun • Ongoing Education – Internal communication – Survey stakeholders 15
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