SlideShare a Scribd company logo
PLEASE
LEAVE YOUR
 ROBOTS AT
 THE DOOR
MAYBE YOU
     SHOULD GET
     A REAL JOB.



                   “Isn’t your job
                   just being on
                   Facebook all
                   day?”


2.
No. That’s why this presentation is also called:




                   Why your average social media
                         user is not necessarily a
                          social marketing expert
First things first…
                What is an enterprise?

A large corporation
with a business
strategy based on
the results of
different parts of
the business
working together.
“Marketing is now
democracy on steroids.”
     Marc Pritchard, Global Marketing and Brand Building Officer for P&G
There are hundreds of social networking sites,
which can create thousands of connections for a user.




6.
For an enterprise, social media will create
             millions of connections.




7.
Manageable




Horrifying
So…
why should brands
be on social?
 To increase brand awareness
 To be a part of conversations that are
  happening anyway
 To direct brand perception
 To maximize brand loyalty
 To demonstrate brand values
                                                      I’M GLAD
 To add value to the lives of fans                      YOU
                                                       ASKED!

             …and hopefully that will lead to users
             purchasing, or encouraging others to
             purchase more products.
“   The mistake most
    companies are
    making is that
    they are… using
    [social media] as
    an opportunity to
    sell stuff. It’s
    really not
    designed for
    that.”

    Howard Schultz, Founder,
    Chairman, President and CEO of
    Starbucks
What’s the
difference
between the
way I use
social
media…




11.
…and the way
      it’s used at an
      enterprise
      level?

12.
1. Joining a social
      network is a big deal.

13.
While the average user can decide to join a social
          networking site sporadically…
A Brand Cannot:

           Join a social
            channel just to
 I HATE
            leave it
   NOT
BEING A
JOINER.    Join a social
            channel, then
            use it incorrectly

           Join a social
            channel, then not
            use it at all
16.
17.
18.
Enterprise-Level Social Media
Enterprise-Level Social Media
Enterprise-Level Social Media
An enterprise needs to
determine the following
    before joining:
 How are we going to use that?
 What’s going to be that channel’s purpose?
 How will it work with the other channels we
  currently have?
 How can the channel help us reach our
  business objectives?
 Do we have the resources for another
  significant commitment?
Why is it a significant
      commitment?
      Isn’t following a planned publishing schedule enough?




      Because when the
      [blank] hits the fan
      on social, it really
      hits the fan.

24.
Social media at the enterprise level
      requires a solid foundation & structure.



25.
2. Two-way dialogue is
       suddenly unnatural.

26.
I’M SORRY TO
         HAVE TO
        TELL YOU
          THIS…


                     The
                     Cold,
                     Hard
                     Truth
27.
Individuals use social media to
       A) satisfy their innate curiosities about others
       B) satisfy the desire to talk about themselves
       C) be a part of something bigger
All fuel conversation and frankly, put the social in social media.
HAD SUCH A
                                     OMG DID HE
 GREAT DAY
                                      POP THE
 WITH @JOE
                                     QUESTION?!
TODAY! WINK
                                       #JELLY
   WINK




                        @SUE
                        WINK
                        WINK




              This comes VERY naturally to us.
MAKE IT SAY: “GREETINGS
                   CONSUMER, WE ARE
                PLEASED TO PRESENT YOU
                  WITH A NEW PRODUCT
                THAT YOU WON’T BE ABLE
                TO RESIST! PRESS LIKE AND
                  SHARE AND RETWEET
                    PRETTY PLEASE!”




Then how come, in an enterprise setting,
     we suddenly turn into robots?
The problem is,
brands are
mostly only
equipped to talk
about
themselves.
The essence
of social
media is not
natural for
brands.
Enterprise-Level Social Media
Enterprise-Level Social Media
Enterprise-Level Social Media
Enterprise-Level Social Media
Enterprise-Level Social Media
Enterprise-Level Social Media
Social media at the enterprise level requires
        voice development & engagement plan.


38.
3. In-the-moment is never
         really in the moment.


39.
This is what happens when an individual wants to make
a social media post:

 1) See cute puppy on the
    street wearing shoes.

 2) Snap picture of cute puppy
    wearing shoes.

 3) Share on a social
    networking site with witty
    comment.                      “OMG! Saw the cutest
                                  puppy wearing shoes!
                                 #LoveMeSomePuppies.”
This is what happens when a brand wants to make a
social media post:
 1) Enterprise in general has decided on
     product launches and activations.
 2) Marketing develops business objectives and
     strategies on the above.
 3) Assets from creative or design teams are
     developed for the above.
 4) Community managers or copywriters come
     up with content way in advance that
     incorporate business objectives.
 5) Already created assets are either integrated,
     or new assets need to be scoped and
     created.
 6) Marketing reviews copy.
 7) Copy comes back from marketing –                “We‟re all having a cup of
     revisions are required.
 8) Copy finally goes out again; goes through       our delicious new coffee!
     legal.                                          Press „Like‟ if you tried
 9) Copy comes back from legal – revisions are
     required.                                        one of our brand new
 10) After several rounds of validations,                coffees today!”
     community managers schedule the posts for
     publishing.
But…
               It doesn’t matter
               what the internal
               process is.
      OH NO.

               Users will still
               gravitate towards
               the same kind of
               content:
                Engaging
                Visual
                In-the-moment

42.
Why is it hard for brands to do in-the-moment?

  Because
  this…


           …is a full time job, and it gets complicated
                  squeezing in on-the-fly social.
44.
45.
Enterprise-Level Social Media
Enterprise-Level Social Media
Social media at the enterprise level requires strategic content
& response planning that provides a relevant user experience.




  48.
4. It’s not stalking.
      It’s consumer insight.

49.
There’s something about social media that makes it
           really fun for us to peer into others’ lives.




50.
Ok, fine.

Sometimes
it’s “stalking.”
While learning about others on social is ultimately
optional for users, for brands – it is absolutely essential.
What brands want to do when they’re on social




         BUILD AWARENESS                 We reach out to
                                         build brand
                                         awareness


             FOSTER                      We show what our
                                         brand is really about
            COMMUNITY                    by cultivating a
                                         community


                                          We create value for our
             GENERATE                     fans and our brand
              ACTIONS                     through participation &
                                          conversions
Where brands can learn about their users


                                Measure for
                                 consumer
                ACTIONS           insights


                                   Learn
                 BUILD
               AWARENESS
                 FOSTER          Optimize
                COMMUNITY
OH NO, HE
 DI-DN’T.




          We have to take those      …and apply them on a larger
        tendencies we have to find   scale, while looking for data
        out everything we possibly     and insights that will help
           can about someone…         inform business decisions.
Enterprise-Level Social Media
Enterprise-Level Social Media
WE’RE NOT
   JUST A
GROUP OF
21-44 YEAR
   OLDS!     What brands can
             take from users:
             “Many brands still define
             their audiences by
             demographics. It’s not how
             you’d describe a friend.
             We need to work harder
             at really knowing people
             as people. It’s even truer
             with social media.
             You’ve gained fans. Do you
             know who they are?”
             –Forbes
Social media at the enterprise level requires consumer insight
          measurement for strategy optimization.




  59.
Let’s recap.


60.
Social media at the enterprise level requires:

      1. A solid foundation & structure
      2. Voice development & an engagement plan
      3. Strategic content & response planning that provides
      a relevant user experience
      4. Consumer insight measurement for strategy
      optimization




61.
…But now what?




62.
The
                         structure
      Social
      Media
      Strategic   narrative          action
      Pillars

63.
The organization it
       takes to ensure an
         optimized social
                 strategy    structure




                      narrative          action



64.
Create a
    digital
  ecosystem

Answering: What’s the
purpose of each channel
and how do they work
together?
Determine the extent of your enterprise’s social presence




          Local vs. Regional vs. Global
Determine
          responsible
           teams and
Social
Media      workflow

         Who owns social media?
         How do teams work
         together (internally and
         with external partners?)
Consider a
                                                        SMMS
                                                  “A Social Media Management
                                                  System (SMMS) is a software
                                                  tool that uses business rules
                                                  and approved employees and
                                                  partners to manage multiple
                                                  social media accounts such
                                                  as Facebook, Twitter, and
                                                  YouTube.

                                                  This system contains features
                                                  such as governance,
                                                  workflow, intelligence, and
“The success of these tools is dependent upon a
business-led strategy, defined processes,
                                                  integration capabilities across
trained staff, and ability to measure efforts.”   the enterprise.”
Level 1: Social Media Code of Conduct
                Violation
                                            Be ready for
                                              a crisis
Level 2: WATCH – A Legitimate/Significant
          Issue is Brought Up
                                            What is the difference
                                            between an issue and a
                                            crisis?
 Level 3: THREAT – Issue’s Subject has      How would you identify
             Viral Potential                and manage a crisis?
                                            Who are the key
                                            contacts?
    Level 4: CRISIS – Subject is Bad,
    Spreading Quickly, Mentioned by
               Influencers
structure



        The digital brand
      story, voice & tone,   narrative          action
         communications
                 platform




70.
Define a
social brand
  identity

It is what the entire
strategy and campaign
narratives will be built
upon, and it coherently ties
individual tactics together.
Red Bull   MAC Cosmetics
AWARENESS           Transform
                    the brand
                   essence into
      ENGAGEMENT      digital

                   What are the major brand
                   pillars & values, and how
                   can they be interpreted
CONVERSION         digitally?
Craft and
  CULTURE
                refine your
               social brand
                   voice
 COMMUNITY
               Considering brand
               essence, the audience
               and the type of
CONVERSATION   engagement for the
               brand, what does the
               brand sound like?
Go back to
  the digital
  ecosystem

Answering: How does
each piece of the
ecosystem contribute to a
consistent narrative?
structure



                               The execution
                               required to
      narrative       action   produce a
                               desired
                               response.




76.
Channel                               Create
 Guidelines &                         actionable
Best Practices
                                       items to
                  Measurement
                    & KPIs
                                       achieve
   Content
  Calendars                             follow-
                                       through
                  Campaign &
                   Activation      …Whether it is engagement,
                 Execution Plans   conversion, awareness, or
                                   measurement for strategy
                                   optimization.
Monitor,
     Measure,
     Optimize
Figure out how you’re going to
track what’s going on, the
results you’re getting, what
people are saying – and how
to turn that into making your
strategy better.
“It’s time brands started
acting more like people.”
           Forbes
Some concluding
          tips…

80.
Find ways to keep everyone on the same page.
81.
Make your brand easy to identify.
82.
If your brand can’t do “in-the-moment” right now, fake it.
  83.
Strive to provide familiar experiences.
84.
At the end of the day, it’s all about the fans.
85.
TO GET IN TOUCH



 Contact Information

 The w.illi.am/ Office                         Where to Find Us Online
 400, boul. de Maisonneuve Ouest, bureau 700     w.illi.am/
 Montréal (Québec) H3A 1L4
 Téléphone : 514.448.4035                        w_illi_am

 Télécopieur : 514.861.0022
                                                 williamMTL
 Courriel : montreal@w.illi.am
                                                 company/w.illi.am
Your Speaker
                                                 williamfirmeweb
 Mandy Poon
 Digital Marketing Consultant                    williamFirmeWeb

 mandy.poon@w.illi.am
                                                 w.illi.am/blog/
 @mmandyp




86.
Enterprise-Level Social Media

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Enterprise-Level Social Media

  • 2. MAYBE YOU SHOULD GET A REAL JOB. “Isn’t your job just being on Facebook all day?” 2.
  • 3. No. That’s why this presentation is also called: Why your average social media user is not necessarily a social marketing expert
  • 4. First things first… What is an enterprise? A large corporation with a business strategy based on the results of different parts of the business working together.
  • 5. “Marketing is now democracy on steroids.” Marc Pritchard, Global Marketing and Brand Building Officer for P&G
  • 6. There are hundreds of social networking sites, which can create thousands of connections for a user. 6.
  • 7. For an enterprise, social media will create millions of connections. 7.
  • 9. So… why should brands be on social?  To increase brand awareness  To be a part of conversations that are happening anyway  To direct brand perception  To maximize brand loyalty  To demonstrate brand values I’M GLAD  To add value to the lives of fans YOU ASKED! …and hopefully that will lead to users purchasing, or encouraging others to purchase more products.
  • 10. The mistake most companies are making is that they are… using [social media] as an opportunity to sell stuff. It’s really not designed for that.” Howard Schultz, Founder, Chairman, President and CEO of Starbucks
  • 11. What’s the difference between the way I use social media… 11.
  • 12. …and the way it’s used at an enterprise level? 12.
  • 13. 1. Joining a social network is a big deal. 13.
  • 14. While the average user can decide to join a social networking site sporadically…
  • 15. A Brand Cannot:  Join a social channel just to I HATE leave it NOT BEING A JOINER.  Join a social channel, then use it incorrectly  Join a social channel, then not use it at all
  • 16. 16.
  • 17. 17.
  • 18. 18.
  • 22. An enterprise needs to determine the following before joining:
  • 23.  How are we going to use that?  What’s going to be that channel’s purpose?  How will it work with the other channels we currently have?  How can the channel help us reach our business objectives?  Do we have the resources for another significant commitment?
  • 24. Why is it a significant commitment? Isn’t following a planned publishing schedule enough? Because when the [blank] hits the fan on social, it really hits the fan. 24.
  • 25. Social media at the enterprise level requires a solid foundation & structure. 25.
  • 26. 2. Two-way dialogue is suddenly unnatural. 26.
  • 27. I’M SORRY TO HAVE TO TELL YOU THIS… The Cold, Hard Truth 27.
  • 28. Individuals use social media to A) satisfy their innate curiosities about others B) satisfy the desire to talk about themselves C) be a part of something bigger All fuel conversation and frankly, put the social in social media.
  • 29. HAD SUCH A OMG DID HE GREAT DAY POP THE WITH @JOE QUESTION?! TODAY! WINK #JELLY WINK @SUE WINK WINK This comes VERY naturally to us.
  • 30. MAKE IT SAY: “GREETINGS CONSUMER, WE ARE PLEASED TO PRESENT YOU WITH A NEW PRODUCT THAT YOU WON’T BE ABLE TO RESIST! PRESS LIKE AND SHARE AND RETWEET PRETTY PLEASE!” Then how come, in an enterprise setting, we suddenly turn into robots?
  • 31. The problem is, brands are mostly only equipped to talk about themselves. The essence of social media is not natural for brands.
  • 38. Social media at the enterprise level requires voice development & engagement plan. 38.
  • 39. 3. In-the-moment is never really in the moment. 39.
  • 40. This is what happens when an individual wants to make a social media post: 1) See cute puppy on the street wearing shoes. 2) Snap picture of cute puppy wearing shoes. 3) Share on a social networking site with witty comment. “OMG! Saw the cutest puppy wearing shoes! #LoveMeSomePuppies.”
  • 41. This is what happens when a brand wants to make a social media post: 1) Enterprise in general has decided on product launches and activations. 2) Marketing develops business objectives and strategies on the above. 3) Assets from creative or design teams are developed for the above. 4) Community managers or copywriters come up with content way in advance that incorporate business objectives. 5) Already created assets are either integrated, or new assets need to be scoped and created. 6) Marketing reviews copy. 7) Copy comes back from marketing – “We‟re all having a cup of revisions are required. 8) Copy finally goes out again; goes through our delicious new coffee! legal. Press „Like‟ if you tried 9) Copy comes back from legal – revisions are required. one of our brand new 10) After several rounds of validations, coffees today!” community managers schedule the posts for publishing.
  • 42. But… It doesn’t matter what the internal process is. OH NO. Users will still gravitate towards the same kind of content:  Engaging  Visual  In-the-moment 42.
  • 43. Why is it hard for brands to do in-the-moment? Because this… …is a full time job, and it gets complicated squeezing in on-the-fly social.
  • 44. 44.
  • 45. 45.
  • 48. Social media at the enterprise level requires strategic content & response planning that provides a relevant user experience. 48.
  • 49. 4. It’s not stalking. It’s consumer insight. 49.
  • 50. There’s something about social media that makes it really fun for us to peer into others’ lives. 50.
  • 52. While learning about others on social is ultimately optional for users, for brands – it is absolutely essential.
  • 53. What brands want to do when they’re on social BUILD AWARENESS We reach out to build brand awareness FOSTER We show what our brand is really about COMMUNITY by cultivating a community We create value for our GENERATE fans and our brand ACTIONS through participation & conversions
  • 54. Where brands can learn about their users Measure for consumer ACTIONS insights Learn BUILD AWARENESS FOSTER Optimize COMMUNITY
  • 55. OH NO, HE DI-DN’T. We have to take those …and apply them on a larger tendencies we have to find scale, while looking for data out everything we possibly and insights that will help can about someone… inform business decisions.
  • 58. WE’RE NOT JUST A GROUP OF 21-44 YEAR OLDS! What brands can take from users: “Many brands still define their audiences by demographics. It’s not how you’d describe a friend. We need to work harder at really knowing people as people. It’s even truer with social media. You’ve gained fans. Do you know who they are?” –Forbes
  • 59. Social media at the enterprise level requires consumer insight measurement for strategy optimization. 59.
  • 61. Social media at the enterprise level requires: 1. A solid foundation & structure 2. Voice development & an engagement plan 3. Strategic content & response planning that provides a relevant user experience 4. Consumer insight measurement for strategy optimization 61.
  • 63. The structure Social Media Strategic narrative action Pillars 63.
  • 64. The organization it takes to ensure an optimized social strategy structure narrative action 64.
  • 65. Create a digital ecosystem Answering: What’s the purpose of each channel and how do they work together?
  • 66. Determine the extent of your enterprise’s social presence Local vs. Regional vs. Global
  • 67. Determine responsible teams and Social Media workflow Who owns social media? How do teams work together (internally and with external partners?)
  • 68. Consider a SMMS “A Social Media Management System (SMMS) is a software tool that uses business rules and approved employees and partners to manage multiple social media accounts such as Facebook, Twitter, and YouTube. This system contains features such as governance, workflow, intelligence, and “The success of these tools is dependent upon a business-led strategy, defined processes, integration capabilities across trained staff, and ability to measure efforts.” the enterprise.”
  • 69. Level 1: Social Media Code of Conduct Violation Be ready for a crisis Level 2: WATCH – A Legitimate/Significant Issue is Brought Up What is the difference between an issue and a crisis? Level 3: THREAT – Issue’s Subject has How would you identify Viral Potential and manage a crisis? Who are the key contacts? Level 4: CRISIS – Subject is Bad, Spreading Quickly, Mentioned by Influencers
  • 70. structure The digital brand story, voice & tone, narrative action communications platform 70.
  • 71. Define a social brand identity It is what the entire strategy and campaign narratives will be built upon, and it coherently ties individual tactics together.
  • 72. Red Bull MAC Cosmetics
  • 73. AWARENESS Transform the brand essence into ENGAGEMENT digital What are the major brand pillars & values, and how can they be interpreted CONVERSION digitally?
  • 74. Craft and CULTURE refine your social brand voice COMMUNITY Considering brand essence, the audience and the type of CONVERSATION engagement for the brand, what does the brand sound like?
  • 75. Go back to the digital ecosystem Answering: How does each piece of the ecosystem contribute to a consistent narrative?
  • 76. structure The execution required to narrative action produce a desired response. 76.
  • 77. Channel Create Guidelines & actionable Best Practices items to Measurement & KPIs achieve Content Calendars follow- through Campaign & Activation …Whether it is engagement, Execution Plans conversion, awareness, or measurement for strategy optimization.
  • 78. Monitor, Measure, Optimize Figure out how you’re going to track what’s going on, the results you’re getting, what people are saying – and how to turn that into making your strategy better.
  • 79. “It’s time brands started acting more like people.” Forbes
  • 80. Some concluding tips… 80.
  • 81. Find ways to keep everyone on the same page. 81.
  • 82. Make your brand easy to identify. 82.
  • 83. If your brand can’t do “in-the-moment” right now, fake it. 83.
  • 84. Strive to provide familiar experiences. 84.
  • 85. At the end of the day, it’s all about the fans. 85.
  • 86. TO GET IN TOUCH Contact Information The w.illi.am/ Office Where to Find Us Online 400, boul. de Maisonneuve Ouest, bureau 700 w.illi.am/ Montréal (Québec) H3A 1L4 Téléphone : 514.448.4035 w_illi_am Télécopieur : 514.861.0022 williamMTL Courriel : montreal@w.illi.am company/w.illi.am Your Speaker williamfirmeweb Mandy Poon Digital Marketing Consultant williamFirmeWeb mandy.poon@w.illi.am w.illi.am/blog/ @mmandyp 86.

Editor's Notes

  1. http://www.forbes.com/sites/onmarketing/2012/07/03/its-time-brands-started-acting-more-like-people/
  2. Knowing exactly why you are on a social media platform, how you’re going to use it, who’s going to take chargeBeing able to facilitate two way dialogue, speak on a human level with usersUnderstanding that social happens, for users, “in the moment”, and having a plan to keep up with suchA plan to measure and really find out about users