Social Media Continues Evolution
to Social Business
Social Strategists are less focused on scaling
social, but rather integration. I’ll present strategies
to cope with 4 key barriers strategists face today!
Trend: social media less “Bright Shiny
Object” and increasingly a business tool to
2015 Internal Priority Trends!
Strategists are less focused on scaling social business, but instead
focused on integrating social + digital, content strategy, and using social
2015 External Priority Trends!
Engagement with customers is table stakes. Next focus: employee
advocacy and sales force enablement!
These priorities disrupt the organization:
they require cross-functional involvement!
Integrate Social & Digital ✔ ✔ ✔ ✔
Use Social Data Insights to Inform Decision-
✔ ✔ ✔ ✔ ✔ ✔
Develop Employee Advocacy Programs ✔ ✔ ✔ ✔ ✔
Enterprise Content Strategy ✔ ✔ ✔ ✔ ✔ ✔
Empower the Sales Team ✔ ✔ ✔ ✔
Use Social for Employee Engagement
✔ ✔ ✔
Yet, cross-functional involvement varies!
Disruption: trending priorities beyond the
typical CMO’s scope!
Digital Teams are
Coping Strategies for 4 Key Trends!
· Most of the
together to close
· Here are 4 key
gaps we found
in our research
and how you
þ Audit existing CX gaps between social and other digital platforms!
þ With peers: join or form a cross-functional team and seek
leadership commitment (connect to an existing DT team?)!
þ With leaders: propose a leadership workshop to build
understanding and alignment!
Digital Integration Case Study: Discover
to learn customer
They have an
layer that sits at
the very top
þ Raise Conﬁdence: Leaders may not understand the need for their
involvement. Dispel the “this is Marketing’s job” myth by educating them!
þ Start Safe: Social media is experiential: give leaders the opportunity to
blog internally and engage with employees!
þ If you have a Digital Transformation effort, connect to it to reach leaders
paying attention to DT.!
Case in point: Ginni Romett!
· The Chairman, President and CEO of
IBM has a Twitter handle, but doesn’t
tweet, even thought she’s lead IBM to
strategic alliances with companies like
· She maintains a laser like focus on her
larger goals, recognizing that there’s a
big difference between a strategic
embrace of the new digital world and
“Engagement” can have an internal
Leaders choose the type of engagement right for their
Photo source: Wikipedia!
* Source: Charlene Li, “The Engaged Leader”, Wharton Digital Press, 2015!
þ Raise the risk: HR and Compliance may not understand the risk inherent in
employee advocacy, involve them early on!
þ Sell the program through the Internal Communications team!
þ Get leaders talking: See if your CMO is willing to start a Steering
Committee, or other forum to involve HR!
Case in Point: Pitney Bowes!
· “It’s important to realize
that this is a partnership,”
says Social Media
Director Bart Casabona1!
· Legal and HR should be
consulted and part of any
company social media
· In the ﬁrst 6 months, the
program showed results:
100 active employees,
8100 social shares, 4.7M
impressions, 24K clicks,
and 4,750 reactions2!
Employee Advocacy is a partnership!
1. Source: Jeannine Wheeler, “Pitney Bowes Goes Social — So Can You”!
2. source: Dynamic Signal, “Social Employees: Your Secret PR Weapon”, April 21, 2015 !
Employee Ambassador Program
þ Social Business Committees: Cross-functional teams can be very effective
at raising understanding of your strategy and seeking a path to deeper
engagement with Advertising!
þ Adopt Rigor: Apply the same rigor in buying and measuring social ads!
Insights to grow: Q&A!
· Do these
trends and ring
· What barriers
do you face
· How have you
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