The document outlines a comprehensive strategy for effective social communication, emphasizing the importance of having a clear purpose for social media engagement rather than merely maintaining a presence. It discusses a three-step process involving strategy development, operational deployment, and management, while recognizing different organizational models—centralized and decentralized—and the need for collaboration across departments. Additionally, it highlights potential pitfalls to avoid and encourages leveraging existing social media 'pirates' within the organization to enhance effectiveness.

1. Social Communication: General StrategyHaving a presence in social media is worthless unless you do something with it.

2. OutlinePlatform vs. ActivityWhat are we interested in?Need + Strategy = SuccessAre you ready for social media?Is there a need?Finding Your ModelCentralized or Decentralized?How to manage it.Three Step ProcessFrom strategy to deployment to measurement.Building a TeamWhat it looks like.noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11

3. SocialmediaSocialcommunicationsnoahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11

4. Socialcommunicationsnoahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11

5. Social Media isn’t just MarketingLead AcquisitionOnline Reputation ManagementCollaborationP.R.Business DevelopmentRetentionCustomer ServiceResearch MarketingSalesCompetitor InsightsSearch/SEOBusiness MeasurementThought Leadershipnoahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11

6. AssessmentAwarenessDo enough people know about us? ContextDo people think of us in the right way?ValueDo people understand our value? RelevanceDo people appreciate our value to them?CatalystsDo people have a reason to think about us? To engage with us? To buy into us?Social media is there to drive, amplify and reinforce all of these thingsnoahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11

7. The Two Social Media Build ScenariosYour organization is fairly new to Social Media, and you have to start from scratch. Next on the agenda: Establishing business objectives, developing a strategy, and bringing all departments to the table to discuss synergies.2. Your organization already has clusters of activity in the Social Media space. These are mostly decentralized, autonomous, and disconnected. Next on the agenda: Harness, incorporate, organize.“Pirate ships” – Chris Brogannoahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11

8. How to Clean Up the Pirate Ship ModelRespect the pirates. They know how to execute.2. Invite the pirates to the table. Recognize their wins.3. Ask the pirates to report on what they see and hear.4. Ask the pirates to report on their wins and losses.5. Ask the pirates how you can help them win more.6. Equip the pirates and send them on missions.7. Ask the pirates to help you build up your fleet.8. Ask the pirates to play a leadership role.9. Ask the pirates to write the playbook for you.noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11

9. Three-Step Process (1 of 3)Step 1: Strategy& DevelopmentIdentifying goalsIdentifying key departmentsDeveloping strategies and tacticsSetting targets and budgetsClarifying intentExploring potential legal issuesnoahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11

10. Three-Step Process (2 of 3)Getting departments up to speedTraining staffEnabling technology and toolsCreating the internal infrastructureWorking with Legal, IT, HR, etc.Creating social media handbookDeveloping the organizationContinuous improvementStep 2: Operational Deploymentnoahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11

11. Three-Step Process (3 of 3)Step 3: Management & ExecutionCommunity managementOnline reputation managementMonitoring MeasurementDigital supportInternal collaborationnoahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11

12. Centralized Management ModelCommand StructureHighly organizedCEOnoahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11

13. Decentralized Management ModelDivisionProgramStrategyAutonomous structureOpen-source modelCampaignnoahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11

14. Social Communication Management TeamAnalyticalLoves numbersExcel SenseiData visualizationStrategically-MindedCEO-typeEntrepreneurialSees all the anglesOperationalAptitudeCOO-typeVery organizedWorks across silosCommunications-mindedCustomer servicePublic RelationsTask-orientedCaring and trustworthynoahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11

15. Potential PitfallsJumping in without adequate preparationNot securing key partnershipsDelegating important tasks to over-worked employeesNot seeing outside of marketingNot allocating appropriate resources for training, research, and execution noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11

16. noahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11

17. ResourcesSocial Media ROI – Olivier BlanchardExploringSocialMedia.comnvechols.comsmiatl.comnoahechols@gmail.comNoah Echols, Social Communications Strategy, 05.26.11