75% of companies lack a holistic strategy (Altimeter)
CrawlInternal:Steering Committee IdentifiedGovernance models in placeInternal network deployedListening tools and process in placeKPI/Measurement framework establishedPolicy establishedCenter of Excellence identifedExternal:Public facing moderation policyCommunity coordinationContent developmentControlled Paid Media in SocialWalkInternal:Social Enterprise Architecture ConstructedRules of Engagement circulatedEarly adopter training initiatedMonitoring/Analytics inform policy, process and contentCommunity Management Plan activatedExternal:Social properties enhancedVoice and tone establishedInfluencers identifiedTest & learn pilots launchedContent published across multiple propertiesRUNInternal:Partners coordinated and connected to internal leadSocial CMS tools & internal staffing formalizedRegional additions to steering committeeTraining rolled out across the entire organizationExternal:Influencer partnerships formedPlatform partnerships solidifiedEngagement at scale establishedCoordination exists between social, owned, mainstream & Tra-digital propertiesMeasurement, KPIs formalized & standardized across organizationFLYInternal:Systems integrated on back endEmployees, partners and customers connectedCulture of organization more adaptablePeople, processes & platform maturity well establishedExternal:Ambassador programs operating globallyEmployees engaged systematicallySystems integrated on front endAll business functions integrate social layerProduct/service innovations result
SXSW - So you have the tux but can you do the dance?
So, youboughtthe tux…
But, can you do the dance?(Sony Pictures Television)
And, it looks differenttoo, depending on who you are.(20th Century FOX)
Social media has evolved beyond threeguys with pony tails,Into a vital communication channel that ispowerful and pervasive
And, now everyone is doing itCustomer Care PR IT HR R&D MarketingSocial Media touches all of these(20th Century FOX)
But, it is complicated, non-linear, anddifficult to manage
Why, it matters:Can you say,billionsandbillions?(New Line Cinema)
Of course, we need a framework…• People• Process• Technology• Measurement
People: So, where are you?(Edelman 2011, edelmandigital.com)
Process: So, where are you?CRAWLPolicy, Process, ProcedureWALKPropertyManagementRUNEcosystemEngagementFLYSocial Innovation& Integration
Technology: So, where are you?(Warner Bros. Pictures)
18Social ID – Customer IDMary searches for“Small Business Help”Earned MediaPaid MediaOwned ContentUser Generated Content (UGC)Follows on TwitterE-mail Opt InJoins Small Business CommunityFriend asks about Small Business on Facebook,Mary shares BofA contentSharedContentMary’s post triggerslive chatMary chats with BofA SmallBusiness ConsultantMary enrolls inOnline BusinessSuite!
CustomerBehavior$ ImpactofInteractionInteraction(experience)ROECustomerBehaviorWOMRecomandBehaviorSROIROE + ROIReturn on Experience Return on Influence