Advertising Advertising is more sustained and less discrete beginning and endings to campaigns David Meerman Scott: two separate teams: traditional marketing, social marketing Beyond Advertising Today, organizations are using social media to create value throughout the customer lifecycle. Much of what we read about lies in branding and lead generation, but organizations are rapidly finding new ways to use social media to support existing customers, and to create new products or services with social features. Integrating SCRM channels with CRM and the rest of the enterprise apps is where companies will create value and see the value for SCRM. Don’t just do it for the sake of doing it, because that is expensive and does not create value.
Advertising and PR were the early adopters of social media As more of the business pursues business objectives with social media, or tries to support the Marketing and PR groups, social media becomes more complex to manage because: Sources of increasing complexity Coordination More people want to get involved, and need to be involved This means that more people in the business and support functions need to get smarter – and stay smarter – about the social media’s relevance to their domain Partnerships and integration with social utilities Greater scrutiny and desire for business cases Business cases Alignment with business objectives Accountability and incentives Data management Customer data management, and integrated customer view Leveraging data to create value Privacy Ownership of data created within social media is often unclear Consumer logging into your site with federated ID (e.g., Facebook Connect, OpenID, Google Friend Connect) Your commitment to privacy may be different than your social media partners Information security and regulatory compliance Scalability and consistency Absence of service level agreements from social media partners Best practices and training when your team must continually update their knowledge of available tools and evolving features Balancing empowerment and risk regarding the brand and customer experience when more employees will interact with customers – probably more frequently The goal is to achieve consistent behavior, linked back to the business vision, while empowering creativity. Policies, procedures and contingency plans Vendor selection
Nearly every function in the company can play a role, so coordination can quickly overwhelm internal champions of social media efforts. The early adopters in PR and Advertising often do not have a strong history of leading cross-functional initiatives or development of sustainable, cross-functional business capabilities. Development of Policies Implementation of Policies
Many companies are reacting by simply banning social media, which may give them time to figure out how they want to handle social media, but certainly does not differentiate them in the eyes of customers, and, therefore, misses tremendous opportunities to create new value with social media.
Talk about how some policies have been structured and why they have been structured that way: More flexibility or less Razorfish Public v. private Regulated: Limitations on product promises Customer privacy: healthcare can not mention patient information Retention policies Small v. large
Social Media Strategies for Business - Social Media Governance
Social Media and Corporate Governance Everything You Need To Know Sponsored by Social Media Governance Empowerment With Accountability TM #SMSFB @filtrbox @cboudreaux Join the conversation: Hash tag
Speaker Bios Chris Boudreaux helps organizations get the most from their social media and social application investments through consulting services and online tools at SocialMediaGovernance.com. In the past, Chris ran Business Development and Product Marketing for a digital advertising start-up acquired by Glam Media was an executive at Accenture, where he led product development, CRM and customer analytics projects at firms including Microsoft, eBay, Boeing and Cisco. Chris flew helicopters in the U.S Navy and completed Surface Warfare Officer qualifications while hunting drug smugglers in the Caribbean. He holds an MBA and MS in Computer Science from the University of Chicago, Master of Aeronautical Science from Embry-Riddle Aeronautical University, and BS in Management from Tulane University. He lives in Silicon Valley with his wife and son. Ari Newman is a passionate entrepreneur who excels in creating value in ideas and technology and thrives on the challenges and opportunities that define early stage companies. He is President and Founder of Filtrbox, a real-time social media monitoring service that helps companies listen to and engage in online conversations. In the year since launch, Filtrbox has grown to over 10,000 users and hundreds of customers. Previously Ari was Founder and Principal of Newman Venture Advisors, VP of Product Management at CreekPath Systems and Director of Operations at Volera. Ari’s expertise includes SaaS, consumer internet, enterprise application software, IP networks, enterprise storage, and social media marketing. He lives in Boulder, CO with his wife and two children, where his happiest moments are when his 5 year old daughter agrees to watch cycling races with him.. Social Media Governance Empowerment With Accountability TM
Agenda <ul><li>Setting the Stage - What is Social Media Governance? </li></ul><ul><li>The Need for Social Media Governance </li></ul><ul><li>Best Practices for Social Media Policies </li></ul><ul><li>Best Practices for Implementing and Managing Policy Compliance </li></ul><ul><li>Q&A </li></ul>
Enterprise Information Management Enterprise Technology Architecture Legal eCommerce and Customer Solutions eCommerce Risk and Compliance Employee Communications Authentication, Customer Protection Human Resources Employee Technology * Many, many others depending on the project and its internal/external goals Global Marketing & Corporate Affairs Enterprise Technology and Delivery Technology Enablement and Process Collaboration Technology Online Marketing Electronic Communications and Media Governance Committee Social Media Analytics Customer Service & Solutions eCommerce Controls and Readiness Finance eCommerce Technology Business Unit Leaders Real Example of the Complexity Source: SocialMediaGovernance.com Social Capabilities Internal Social Media Stakeholders at a Global Financial Services Company* (disguised)
When Social Media Governance is Needed <ul><li>Does size matter? (it depends on how you use it ;-) </li></ul><ul><li>Social media for public companies vs. private companies </li></ul><ul><li>Small vs. large </li></ul><ul><li>Domestic vs. international </li></ul><ul><ul><li>Be aware of culture and customs </li></ul></ul>
Listening 101 <ul><li>Set up monitors for: </li></ul><ul><ul><li>Company, products, key Twitter accounts, senior executives, important customers, competitors, employees. </li></ul></ul><ul><li>Ensure all stakeholders have same data </li></ul><ul><li>Real-time alerts for can’t miss mentions </li></ul><ul><li>Who answers? </li></ul>
Engagement Best Practices <ul><li>Golden Rule </li></ul><ul><ul><li>Be Truthful, Authentic, Transparent, and Timely </li></ul></ul><ul><li>Be Human (reconcile with governance) </li></ul><ul><li>Follow the evolution (Listen, Engage, Measure, Lead) </li></ul><ul><li>KISS where possible (limit approval chains, etc) </li></ul>
Social Media Policy Checklist NON-EXHAUSTIVE <ul><li>Policy Owner </li></ul><ul><li>Policy Participants </li></ul><ul><li>Audience Locations </li></ul><ul><li>Employee Locations </li></ul><ul><li>Who Represents Org in Social Media </li></ul><ul><li>Utilities Covered (e.g., Facebook, Internal Apps) </li></ul><ul><li>Tools Provided (e.g., Filtrbox) </li></ul><ul><li>Governance Processes </li></ul><ul><li>Opportunity v. Risk </li></ul><ul><li>Desired Behaviors </li></ul><ul><li>Scope: Personal Use </li></ul><ul><li>Benefits Desired </li></ul><ul><li>Public or Private Publishing </li></ul><ul><li>Tone </li></ul><ul><li>Disclosure on Personal Properties </li></ul><ul><li>Use of Trademarks </li></ul><ul><li>Use of Confidential or Proprietary Information </li></ul><ul><li>Speaking About Your Org </li></ul><ul><li>Privacy </li></ul><ul><li>Press Contacts </li></ul><ul><li>Special Consideration for Selected Utilities </li></ul>