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Building a social media function ellefritz - social tech


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Building a social media function at your company can be divided into stages, each with it's own characteristics, challenges and opportunities. Presented at the MediaPost SocialTech 2010 conference in San Jose by Brian Ellefritz of SAP.

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Building a social media function ellefritz - social tech

  1. 1. Brian Ellefritz SAP Global Social Media Marketing Building a Social Media Function At a Major Brand
  2. 2. Brian Ellefritz – an introduction @BrianEllefritz on Twitter
  3. 3. Progress Along the Way Grass Roots Silos Form Operationalize Lifestyle Inspired by The Social Engagement Journey Sean O’Driscoll & Company - Ant’s Eye View
  4. 4. Stage 1: Grass Roots  Efforts are bottoms up  Little/no guiding strategy or central leadership  Lots of variation  No clear objectives Tips for Stage 1:  Establish Leadership  Encourage experimentation  Begin even informal education Flickr Creative Commons: muffet
  5. 5. Stage 2: Silos Form Flickr Creative Commons: jdanvers  Leaders emerge  Co-opetition is common  More tools, processes but no aligned  Still little focus on strategy, objectives Progress from Stage 1:  Listening, content proficiency improves  More focus on tools, efficiencies  Standards and governance emerge Tips for Stage 2:  Invest in your winners  Build a community of silos  Don’t wait too long for governance
  6. 6. Stage 3: Operationalizing Flickr Creative Commons: robert scoble  Leadership becomes clear  Channels become well formed  Investment in education, communication  Listening begins to inform tactics Progress from Stage 2:  Tools consolidation  More attention to metrics  Content becomes less problematic Tips for Stage 3:  Discipline around strategy, ownership, priorities, metrics  Align and integrate
  7. 7. Stage 4: Lifestyle Flickr Creative Commons: malias  More autonomy in business units  Positive outcomes are frequent, “success” is well understood  Engaged, competent employees  Rigor in metrics Progress from Stage 2:  Tools and systems are optimized, integrated  Everyone buys in Tips for Stage 3:  How the heck would I know?
  8. 8. Key Considerations Your Culture Your Momentum Your Environment
  9. 9. Questions?