Constructing ScalableSocial Business Practices                                        Presented By:                       ...
Talking Points1. Myth Busting2. Common challenges of   implementing social   media programs in   business3. What is a scal...
Roughly 79% of the big                                                                  1                                 ...
Roughly 43% of companies                                                                1                                 ...
Common Challenges	                    2Lack of executive supportResistance from internal cultureMeasuring ROI: No formaliz...
A scalable social businessplan is a...                        3 Blue print to architect a social program system that can g...
What does it do?                        3Company policiesProcesses/procedures for planning andexecution of social media pr...
Top reasons companiesneed a social business plan              4 Drive revenue Reduce costs Gain insights Manage risk Incre...
Establishing afoundation for  your social   business   program
Hire a good Social Strategist   5Chart Source: Altimeter Group
What to look for in a Social Strategist   5  Chart Source: Altimeter Group
Traits of a good social strategist   5Chart Source: Altimeter Group
Four critical areas to develop                  5        Getting Organized: Logistics        Prepare and gather required t...
Getting Organized                            5Audit your Assets Create a spreadsheet of all your social media sites    The...
Getting Organized                           5Observe the branding Logo use Color palette Messaging Positioning Ask yoursel...
Getting Organized                         5Review the Content and Activity  Are the platforms being updated with  fresh co...
Prepare and Gather RequiredTools and Materials                   5Assess what tools you’re using tohelp you listen to the ...
Prepare and Gather RequiredTools and Materials                    5Collect or develop legal documents  Social Media Policy...
Prepare and Gather RequiredTools and Materials                            5Develop your social escalation and triageplans ...
Exampleof a socialescalationand triageplan
Set up a file sharing system          5Preferably set something uponline where all your social mediateams/consultants can a...
Set up a file sharing system              5Upload documents that make it easy foryou and your team to execute socialprogram...
Set up a file sharing system         5Encourage teams to shareknowledge through:  Case studies  Business cases  Project doc...
Develop a process for sharingknowledge and training              5Encourage teams to share projectexperience or knowledgeC...
Scaling for Growth        6Once the core system isup, it can be shared tooffices on a regionallevel with minoroversight fro...
Steps for architecting ascalable community         6Implement a sociallistening programEstablish a curationsystemHave a co...
Listening leads to insight,which leads to action              6               EARN ABOUT COMMUNITY               DENTIFY A...
What am Ilistening orlooking for?‣ Product, service,  brand comments‣ Hot topics of  discussions‣ Community leaders‣ Volum...
Social metrics provides directionInsights   +   Actions   = Loyalty, Advocacy, Evangelism
Free ToolsHow do I “hear” the conversations?                                   Inexpensive         Paid Tools             ...
Establish a CommunityCuration System           6Hierarchical review andapproval structureGuidelines on roles andexpectations
Sample Curation System   creators                   ^    contributors                   ^   Community           +         ...
3How to manage growthCreate a system for introducing newmembers into the communitySenior community memberseducate new memb...
Community progression                                            • Community Contributor unlock                           ...
Thank YouFor more information or inquiries visit:Esther Limwww.theestuarysf.comOr email: esther@theestuarysf.comFollow me ...
Kreative.Asia: Constructing Scalable Social Business Practices & communities
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Kreative.Asia, 2012: Workshop on how and why to build scalable social business practices and communities

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Kreative.Asia: Constructing Scalable Social Business Practices & communities

  1. 1. Constructing ScalableSocial Business Practices Presented By: Esther LimApril 6 -8, 2012Kuala Lumpur CEO/Digital Strategist, The Estuary Malaysia www.theestuarysf.com
  2. 2. Talking Points1. Myth Busting2. Common challenges of implementing social media programs in business3. What is a scalable social business practice4. Top reasons every company should have one5. Establishing the right program foundation6. Scaling for growth
  3. 3. Roughly 79% of the big 1 organizations have only been using social media for 3-4 yrs Of that number roughly 51% have a formalized social business practice Social Media budgets correlate directly with the maturity level of the programChart Sources: Altimeter Group
  4. 4. Roughly 43% of companies 1 have social media budgets of less than $100,000 ‣ Companies with between 1000- 5000 employees had 3.1( people on their social media team ‣ Companies with 100,000+ had 23.8 social media people (one person for every 4,200 staff members)Chart Sources: Altimeter Group
  5. 5. Common Challenges 2Lack of executive supportResistance from internal cultureMeasuring ROI: No formalizationInability to integrate findings backinto the business processLack of resourcesAn ever-changing technology spaceA looming increase in businessdemands
  6. 6. A scalable social businessplan is a... 3 Blue print to architect a social program system that can grow with your company’s needs Guide to creating consistency in social media efforts Framework for collecting, extracting and sharing data/ insights Protocol for how to deal with social media emergencies
  7. 7. What does it do? 3Company policiesProcesses/procedures for planning andexecution of social media programsMeasurements and metricsRequired tools, materials, resourcesWork flow for data sharing and actionitemsTriage protocol for social mediaemergenciesTemplates, case studies for on-goingeducation
  8. 8. Top reasons companiesneed a social business plan 4 Drive revenue Reduce costs Gain insights Manage risk Increase efficiencies Deliver a consistent brand experience Control messaging Show progress and success
  9. 9. Establishing afoundation for your social business program
  10. 10. Hire a good Social Strategist 5Chart Source: Altimeter Group
  11. 11. What to look for in a Social Strategist 5 Chart Source: Altimeter Group
  12. 12. Traits of a good social strategist 5Chart Source: Altimeter Group
  13. 13. Four critical areas to develop 5 Getting Organized: Logistics Prepare and gather required tools and materials Set up a central file sharing system Develop a process for sharing knowledge and on going training
  14. 14. Getting Organized 5Audit your Assets Create a spreadsheet of all your social media sites The platforms The URLs Logins/Passwords The owners Conduct an audit on them Identify their status: Active, Abandoned, Fledgling, or Unknown.
  15. 15. Getting Organized 5Observe the branding Logo use Color palette Messaging Positioning Ask yourself: Is your brand consistently communicated across each platform? If not where are the inconsistencies?
  16. 16. Getting Organized 5Review the Content and Activity Are the platforms being updated with fresh content? Are they being maintained? What kind of content is posted there? # of fans, followers volume of activity Are customers/fans engaging? If so, what are they saying, doing, posting?
  17. 17. Prepare and Gather RequiredTools and Materials 5Assess what tools you’re using tohelp you listen to the social webSelect and implement a single,social listening tool.Standardize how you want to collectand share data Types of metrics Frequency of collection Format for sharing Frequency of review
  18. 18. Prepare and Gather RequiredTools and Materials 5Collect or develop legal documents Social Media Policy (if you have staff) Ethics and Disclosure Policy Community/Terms of Use Policy Privacy PolicyIf developing policy materials don’tforget to define your businessobjectives
  19. 19. Prepare and Gather RequiredTools and Materials 5Develop your social escalation and triageplans Identify actions considered for escalation Identify steps that need to be taken Identify key people to contact in: Product/Service Support, PR (For media/press), Marketing, Corporate Communications (For analysts), HR Identify how actions will be recorded for future learning Organize fire drills
  20. 20. Exampleof a socialescalationand triageplan
  21. 21. Set up a file sharing system 5Preferably set something uponline where all your social mediateams/consultants can access itMake sure it’s secure againstexternal audience accessSuggestions: www.CentralDesktop.com (Free) Google Docs (Free) Dropbox (Free)
  22. 22. Set up a file sharing system 5Upload documents that make it easy foryou and your team to execute socialprograms easily: Legal documents Best practices Project briefs/schedules Measurement and reporting frameworks Business case and case study templates Training and educational materials
  23. 23. Set up a file sharing system 5Encourage teams to shareknowledge through: Case studies Business cases Project documentsFor multi-national companies: Set up regional files to account for localization and regional nuances
  24. 24. Develop a process for sharingknowledge and training 5Encourage teams to share projectexperience or knowledgeConsider subscribing to localDigital Marketing and BusinessAssociations to meet and discusssocial best practices with others
  25. 25. Scaling for Growth 6Once the core system isup, it can be shared tooffices on a regionallevel with minoroversight from theoriginal social mediateam
  26. 26. Steps for architecting ascalable community 6Implement a sociallistening programEstablish a curationsystemHave a communitygrowth strategy
  27. 27. Listening leads to insight,which leads to action 6 EARN ABOUT COMMUNITY DENTIFY ADVOCATES/TALENT ET CLEAR EXPECTATIONS EACH
  28. 28. What am Ilistening orlooking for?‣ Product, service, brand comments‣ Hot topics of discussions‣ Community leaders‣ Volume of Conversations
  29. 29. Social metrics provides directionInsights + Actions = Loyalty, Advocacy, Evangelism
  30. 30. Free ToolsHow do I “hear” the conversations? Inexpensive Paid Tools Tools
  31. 31. Establish a CommunityCuration System 6Hierarchical review andapproval structureGuidelines on roles andexpectations
  32. 32. Sample Curation System creators ^ contributors ^ Community + ^ Curators ^ Spotters ^ Community
  33. 33. 3How to manage growthCreate a system for introducing newmembers into the communitySenior community memberseducate new members oncommunity rulesProvide a clear path of progressionfor advancing in the community
  34. 34. Community progression • Community Contributor unlock through positive feedback mechanisms from community and content creator(s), completion of escalating content creation tasks • Advocate Role unlock through progressing a series of levels with positive feedback from community peers • Levels unlock community privileges. Unlocked through a combination of earned and social points • Use Points (Social, play) for P2P recognition and engagement rewards - redeemable for community goods
  35. 35. Thank YouFor more information or inquiries visit:Esther Limwww.theestuarysf.comOr email: esther@theestuarysf.comFollow me on Twitter: @geekgrl

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