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Make social media a capability not a campaign:

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Make social media a capability not a campaign:

  1. 1. Make social media a capability not a campaign: 4 steps to create a sustainable social media program. Created by: Dirk Shaw, Social Media Strategist
  2. 2. It seems like everywhere you turn someone is talking about social media.
  3. 3. It’s adoption and the volume that people are creating content has companies scratching their heads on how to engage in social media.
  4. 4. The question is no longer shouldwe participate in social media. It is how do we get started?
  5. 5. Getting started requires more than simply setting up outpost on sites like Twitter &Facebook.
  6. 6. Social media metrics alone are meaningless.
  7. 7. That is until you can show which ones led to achieving business goals!
  8. 8. Predicting social media value implies you can repeat a past success. Photo credit
  9. 9. Companies that engage in an uncoordinated manner
  10. 10. Have difficulties replicating success.
  11. 11. Which makes predicting future value almost impossible.
  12. 12. 4 steps to a sustainable social media program
  13. 13. Listen: Listening to the conversation is as important as participating.
  14. 14. Each group will listen and respond to different things
  15. 15. A marketer may want to know what it’s competition is doing.
  16. 16. A product manager will want to understand how customers feel about new products while identifying latent needs.
  17. 17. A communications person might want to understand sentiment.
  18. 18. To achieve business goals it will require each of these groups to listen in a synchronized manner. Photo credit: tle_and_Berlin_Philharmonic_Orchestra_Photo_by_Monika_Rittersha
  19. 19. Learning: Turn insights into action
  20. 20. The biggest challenge is acting on what you hear.
  21. 21. Using monitoring solutions can streamline collaboration for acting on insights gained from social media.
  22. 22. Engaging: Participation should be informed by listening.
  23. 23. The number of tools and places for companies to engage with customers can be overwhelming.
  24. 24. Many companies simply skip the listening part and jump right into the conversation.
  25. 25. This is not the right approach..
  26. 26. Spending time where customers are not leads to a lack of results.
  27. 27. Poor results means less investment will be made into social media programs.
  28. 28. To avoid this. Define the role of each outpost, how it supports goals and who will be responsible for it.
  29. 29. Experimentation and prototyping is an essential step to making anything repeatable.
  30. 30. This makes the role of experience planners even more essential.
  31. 31. Engaging social experiences integrate websites with earned media.
  32. 32. By defining the roles of each outpost AND knowing how they work together will deliver the most relevant experience.
  33. 33. Replicate: Now that you have successfully accomplished a goal, can you do it again?
  34. 34. The ability to replicate allows you stop looking thru the rear view and start predicting future success.
  35. 35. Innovative companies are not successful because they came up with a clever idea.
  36. 36. Innovative companies know how to replicate success and refine things along the way.
  37. 37. The same is true with social media. It must become the way you do business.
  38. 38. Document each success. Capture metrics, who was involved and how you would do it differently.
  39. 39. Create guides that enable others to repeat, refine and mature as the organization grows.
  40. 40. Sharing success stories is a great way to get others excited and willing to dedicate resources to social media.
  41. 41. Having a vision of where you're going allows you successfully align social media to goals, people and processes.
  42. 42. Listen: Listening to the conversation is as important as participating.
  43. 43. Learning: Turn insights into action
  44. 44. Replicate: Now that you have successfully accomplished a goal, can you do it again?
  45. 45. Can you replicate social media success?
  46. 46. Twitter: @dirkmshaw Blog: Web:

Editor's Notes

  • According to a recent study only 12% of companies think they are successful in their social media efforts this might be because 40% of the respondents cited they have not social media strategy in place.
  • . In many cases this will require several people to get an answer, make a comment or add to idea pipeline. To streamline cross-functional collaboration Radian6 allows you to create workflows around most content types across the social web. This would allow you to be notified if a customer posted a tweet that mentioned \"service down\". This tweet could then be routed to a customer support person to follow up on. The customer service example is an obvious one.
  • Once you have identified places you plan on engaging with customers,
  • Successful experimentation should have a basic hypothesis on what conclusions can be drawn by using social media.