Presented at the Social Media Management Conference, Sydney, April 2012

1. Growing a
social culture
Mal Chia, Digital & Social Media Manager
mal.chia@adelaide.edu.au | @malchia

2. Pop quiz:
How social is Apple?

3. Answer: More than you think

4. Just because you’re on
Facebook or Twitter doesn’t
make you a social business

5. Customer-centricity is the catalyst for
transformation

6. Re-engineer around customers

7. So what does the connected customer look like?

8. If they were born in 1994….

10. 83% of companies believe social media is
important for their business
Social Media Examiner Study http://bit.ly/I58nkI

11. Yet only 6% believe their social listening and
engagement initiatives are integrated across the
organisation
Forrester Consulting and Dell Study http://bit.ly/HVVR5w

12. Social media crises are on the rise
Altimeter Social Readiness Study

13. Top-­‐down
Meat!
Bo*om-­‐up
The social sandwich

14. You need support from senior management

15. Customer
Sales
Marke7ng
R&D
IT
HR
Service
Field
Franchise
Channel
Legal
Product
Owners
Partners
Un-silo social from marketing and sales

16. Organising for social
http://www.slideshare.net/jeremiah_owyang/altimeter-webinar-state-of-the-
social-media-management-system-industry

17. Social Media “Centre of Excellence”
• Hub and Spoke model
• Dedicated, cross-functional group
• Provides:
– High-level strategic advice
– Governance
– Training
– Research
– Measurement frameworks
– Vendor selection

18. Who leads it?
Emergence
of
the
Social
Media
Strategist

19. Don’t lockdown social channels

20. Empower employees with governance
and training
• Reduce potential risk
• Consistent brand experience
• Increased preparedness for crises
• Scalability

21. Provide ongoing education
• Speakers
• Internal forums
• Communication programs
• Meet-ups

22. Use social data to inform strategy
• Combine qualitative data collected ‘in the wild’
with existing qualitative metrics
• Get to the heart of customer intent and purchase
behaviour
• Share data so every team can benefit
• Focus on uncovering actionable insight

23. Establish processes to deal with rapid
customer engagement
• Social media triage and
workflows
• Crisis response plan
• Escalation process
• Response times
• Own the interaction

24. Comment
or
Pos?ng
Social
Media
Comment
and
Response
Protocol
On
organiza7on
own
website/network
or
a
post
on
another
site.
Is
it
a
posi7ve
pos7ng?
Monitor
Only
Avoid
responding
to
specific
post
and
people;
monitor
the
Evaluate
YES
NO
site
for
relevant
informa7on
and
comments.
“Trolls”
Concurrence
Is
this
a
site
dedicated
to
degrading
or
YES
A
factual
and
well
cited
ridiculing
others?
response
or
opinion,
which
may
or
may
not
agree,
yet
the
post
is
not
nega7ve.
NO
Fix
the
Facts
Respond
with
factual
“Web
Rage”
informa7on
directly
in
the
Organiza7on
can
concur
with
Is
the
pos7ng
a
rant,
rage,
joke,
or
ridicule
in
nature?
comment
space.
the
post,
let
it
stand,
or
provide
(See
the
five
possible
a
posi7ve
review.
responses
below.)
NO
YES
Does
Organiza7on
respond?
“Misguided”
Restora?on
Are
there
erroneous
facts
or
statements
in
the
pos7ng?
Rec7fy
the
situa7on,
respond
and
act
upon
a
reasonable
NO
YES
solu7on.
(See
the
five
possible
“Unhappy
Stakeholder”
responses
below.)
YES
NO
Is
the
pos7ng
a
result
of
a
nega7ve
experience?
Share
Success
NO
Final
Evalua?on
Proac7vely
share
the
story
Base
response
on
present
circumstances,
site
and/or
addi7onal
NO
Let
Post
Stand
NO
influence,
and
stakeholder
prominence.
informa7on.
No
response
given.
Will
Organiza7on
respond?
YES
Response
Op7ons
&
Combina7ons
YES
YES
Transparency
Sourcing
Timeliness
Tone
Influence
Disclose
informa7on
Provide
cita7ons,
links,
Take
7me
to
create
Respond
in
a
tone
that
Focus
on
the
most
and
any
affilia7on
to
etc
to
credible
sources
good
responses
from
a
reflects
on
the
high
influen7al
sites
related
Organiza7on
for
accuracy
good
point
of
view
standards/quality
to
the
industry

25. Develop a Roadmap
• Short- and long-term
• Technology changes too rapidly
• Focus on how relationships with customers and
employees will change, and
• How this will be handled throughout the
business

26. Don’t think screens. Think seamless experience.

27. Find the right software
• Social Media Management Software
– Hootsuite
– Meltwater
• Listening
– Radian6
– BuzzNumbers
• Collaboration
– Socialtext
– Basecamp
• Communication
– Yammer

28. Measure and integrate
• Set business objectives and KPIs
• Integrate with other data sources
• Real-time business intelligence
• Social CRM

29. The Social Business Hierarchy of Needs
Al7meter
Group
(August
2011)

30. One last thing…

32. Questions?
@malchia
www.malchia.com