Change Management 2.0: Falls & Sullivan, IABC World

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Jason Falls & Heidi Sullivan present Change Management 2.0: How a social media strategy smooths the bumpy road of managing online communications at IABC World Conference in San Francisco, June 9, 2009

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Change Management 2.0: Falls & Sullivan, IABC World

  1. 1. CHANGE MANAGEMENT 2.0 How a social media strategy smoothes the bumpy road of managing online communications Jason Falls, Vice President, Interactive & Online Communications, Doe Anderson Heidi Sullivan, Director, Media Research, Cision
  2. 2. Getting Started in Social Media <ul><li>The 4 Big Questions </li></ul><ul><li>What are my goals? </li></ul><ul><li>Who is my target community? </li></ul><ul><li>Who will represent my brand? </li></ul><ul><li>How will I measure my success? </li></ul>Change Management 2.0: Jason Falls, Doe Anderson Heidi Sullivan, Cision
  3. 3. Using Social Media to Connect with Consumers, the Media & Professionals <ul><li>THE GOVERNING PRINCIPLES </li></ul><ul><li>Be transparent </li></ul><ul><li>Respect preferences </li></ul><ul><li>Don’t pitch, converse! </li></ul>Change Management 2.0: Jason Falls, Doe Anderson Heidi Sullivan, Cision
  4. 4. Creating a Corporate Social Media Policy <ul><li>Identify your social media representative(s) and outline goals, messaging and rules of engagement </li></ul><ul><li>Build guidelines for non-reps on engaging on behalf of your brand </li></ul><ul><li>Outline what can/can’t be done during working hours (A study of office workers in UK has found that banning access to websites at work actually decreases staff productivity.) </li></ul><ul><li>Don’t bury this policy in the employee handbook – make sure it is reviewed and updated regularly </li></ul>Change Management 2.0: Jason Falls, Doe Anderson Heidi Sullivan, Cision
  5. 5. Personality 2.0 <ul><li>Go in with a plan </li></ul><ul><li>Be yourself, but remember that you represent your brand </li></ul><ul><li>Social media gives others a snapshot of you: What does your picture look like? </li></ul><ul><li>Listen to the tone of each site before engaging </li></ul><ul><li>Creating a mix of content: ⅓ about you, ⅓ sharing articles/ideas, ⅓ conversation </li></ul><ul><li>Regularly clean up your profiles </li></ul><ul><li>Stay for the marathon, not the sprint, to build relationships </li></ul>Change Management 2.0: Jason Falls, Doe Anderson Heidi Sullivan, Cision
  6. 6. Listening: The Basic Tools <ul><li>Alerts: Monitor your brand, your competitors, your industry and you! </li></ul><ul><li>Find influencers & blogs in your industry </li></ul><ul><li> Twitter Search: Who’s talking about you? </li></ul>Change Management 2.0: Jason Falls, Doe Anderson Heidi Sullivan, Cision
  7. 7. Listening: The Advanced Tools <ul><li>Social Media Dashboard powered by Radian6 </li></ul><ul><li>Yahoo! Pipes: Search for the Point of Need and other monitoring </li></ul><ul><li>Ning allows you to create your own social network (some use for market research) </li></ul>Change Management 2.0: Jason Falls, Doe Anderson Heidi Sullivan, Cision
  8. 8. Case Studies Turning Detractors into Fans Change Management 2.0: Jason Falls, Doe Anderson Heidi Sullivan, Cision
  9. 9. <ul><li>Clearly Identify & Disclose Who You Are/With </li></ul><ul><li>State Your Reason For Being There </li></ul><ul><li>Listen </li></ul><ul><li>Play Nice With Others </li></ul><ul><li>DO NOT SELL </li></ul>Spamless Engagement
  10. 10. LionelatDell – Twitter Examples
  11. 11. <ul><li>Acknowledge their right to complain </li></ul><ul><li>Apologize (if warranted) </li></ul><ul><li>Assert (if warranted) </li></ul><ul><li>Assess what will help them feel better </li></ul><ul><li>Act accordingly (if possible) </li></ul><ul><li>Abdicate (sometimes a turd is a turd) </li></ul>Dealing with Detractors
  12. 12. Source: “Online Community Best Practices” by Jeremiah Owyang, Forrester Research, March 2008; Used with permission. Types of Detractors
  13. 13. Boingo – Various platforms Examples
  14. 14. BioH/ Cargill – The Urban Lifestyle Examples
  15. 15. Let’s Connect Jason Falls VP, Director of Interactive & On-Line Communications Doe-Anderson [email_address] Twitter: @hksully O: 312-873-6653 blog.us.cision.com Heidi Sullivan Director, Media Research Cision US, Inc. [email_address] Twitter: @JasonFalls O: 502.815.3257 www.socialmediaexplorer.com

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