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Find the Risk vs. Reward Balance  in Social Media
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Achieving secure corporate social networking
Social marketing maturity cycle “ Most” major Companies are around here – or are trying to be… Communication Communication Expertise Engagement Community Communication Expertise Engagement Community Co-Creation Service Support Communication Expertise Engagement Community Service Support Sales Advocacy Communication Expertise Engagement Community Service Support Sales Advocacy Social CRM Self-service Micro blogging Social Brand Pages Yahoo! Answers Community Participation Corporate Blogging Tools & Information Sponsored Communities Corporate Responsibility Sponsored Conversations Crowd Sourced Innovation Social Q&As Customer Assistance Service as Marketing Social Lead Generation Sales or Employee Advocacy Content Distribution Adaptive Selling Social Commerce Integrated Support Customer-based distribution Community/problem driven sales
1. Risks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],Risk: loss of control
[object Object],An opportunity to transform the organization
Risk: confidential information  ,[object Object],[object Object],[object Object],[object Object]
Risk: compliance ,[object Object],[object Object],Corporatecompliance.org, August 2009
Risk: productivity loss ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Risk: cost of opportunity for doing nothing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The rules have changed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Managing risk – it’s not just about under-standing technology, it’s about changing behavior ,[object Object],Develop guiding principles  Define the process Enable a governance structure Policy/education ,[object Object],[object Object],[object Object],[object Object]
J&J |  JNJ BTW blog promotes transparency ,[object Object],[object Object],[object Object],[object Object],[object Object]
2.   Results
Lack of Social Media Maturity
[object Object],[object Object],[object Object],What should we measure?
Social media is not a strategy,  it should support a strategy.
Social media is not a strategy, it should support a strategy Customer support Marketing Strategy Product Development
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social media driving business results
Goals Reputation management  Listening Learning Engaging ,[object Object],[object Object],[object Object],[object Object],Increase  brand awareness Generate  new leads Customer service and support Social media activity Social media  tools Micro blogging Blogs Listening platform Social networks Business  outcomes Live casting Customer community Social media strategy overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],Key Metrics Example: increase brand awareness ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],Key Metrics Highlights Example: customer service and support  ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],Lessons learned
3. Tools
[object Object],[object Object],[object Object],Deliver an integrated user experience
Communities vs. tools Professional Personal Gamer Personas ,[object Object],[object Object],[object Object]
Integrate social and traditional content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4. Best practices
Developing a social marketing strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],LISTEN, PLAN, PARTICIPATE, MEASURE, EXPAND
Considerations to develop a strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Best practices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Additional resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
thank you.

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Find the Risk vs. Reward Balance in Social Media

  • 1. Find the Risk vs. Reward Balance in Social Media
  • 2.  
  • 3.
  • 4. Social marketing maturity cycle “ Most” major Companies are around here – or are trying to be… Communication Communication Expertise Engagement Community Communication Expertise Engagement Community Co-Creation Service Support Communication Expertise Engagement Community Service Support Sales Advocacy Communication Expertise Engagement Community Service Support Sales Advocacy Social CRM Self-service Micro blogging Social Brand Pages Yahoo! Answers Community Participation Corporate Blogging Tools & Information Sponsored Communities Corporate Responsibility Sponsored Conversations Crowd Sourced Innovation Social Q&As Customer Assistance Service as Marketing Social Lead Generation Sales or Employee Advocacy Content Distribution Adaptive Selling Social Commerce Integrated Support Customer-based distribution Community/problem driven sales
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15. 2. Results
  • 16. Lack of Social Media Maturity
  • 17.
  • 18. Social media is not a strategy, it should support a strategy.
  • 19. Social media is not a strategy, it should support a strategy Customer support Marketing Strategy Product Development
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 26.
  • 27.
  • 28.
  • 30.
  • 31.
  • 32.
  • 33.