Building a social media function ellefritz - social tech
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Building a social media function at your company can be divided into stages, each with it's own characteristics, challenges and opportunities. Presented at the MediaPost SocialTech 2010 conference in San Jose by Brian Ellefritz of SAP.
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Building a social media function ellefritz - social tech
- 1. Brian Ellefritz SAP Global Social Media Marketing Building a Social Media Function At a Major Brand
- 2. Brian Ellefritz – an introduction @BrianEllefritz on Twitter
- 3. Progress Along the Way Grass Roots Silos Form Operationalize Lifestyle Inspired by The Social Engagement Journey Sean O’Driscoll & Company - Ant’s Eye View
- 4. Stage 1: Grass Roots Efforts are bottoms up Little/no guiding strategy or central leadership Lots of variation No clear objectives Tips for Stage 1: Establish Leadership Encourage experimentation Begin even informal education Flickr Creative Commons: muffet
- 5. Stage 2: Silos Form Flickr Creative Commons: jdanvers Leaders emerge Co-opetition is common More tools, processes but no aligned Still little focus on strategy, objectives Progress from Stage 1: Listening, content proficiency improves More focus on tools, efficiencies Standards and governance emerge Tips for Stage 2: Invest in your winners Build a community of silos Don’t wait too long for governance
- 6. Stage 3: Operationalizing Flickr Creative Commons: robert scoble Leadership becomes clear Channels become well formed Investment in education, communication Listening begins to inform tactics Progress from Stage 2: Tools consolidation More attention to metrics Content becomes less problematic Tips for Stage 3: Discipline around strategy, ownership, priorities, metrics Align and integrate
- 7. Stage 4: Lifestyle Flickr Creative Commons: malias More autonomy in business units Positive outcomes are frequent, “success” is well understood Engaged, competent employees Rigor in metrics Progress from Stage 2: Tools and systems are optimized, integrated Everyone buys in Tips for Stage 3: How the heck would I know?
- 8. Key Considerations Your Culture Your Momentum Your Environment
- 9. Questions?
Editor's Notes
- Apple Rainbow logo – apologies How I transitioned into the social media role at Cisco
- Acknowledge Ant’s Eye View, Social Engagement Journey, Sean O’Driscoll and company
- Flickr Creative Commons – thanks for photos Example: Guns and Grenades video
- Social Media Leadership – Not an oxymoron like Maternity Fashions Governance – Is Twitter Opt In? Like Have you Stopped Beating your wife?
- Listening: Social Media Audits, role of Finishing up a 2 month project to align silos within Marketing, then moving to corp communications etc.
- Zappos as an example, Intuit trending there…
- Culture: Risk takers or averse; introverted or extroverted, early adopters or more reserved; tolerance for discourse Momentum: In the marketplace, with which groups – Not always the biggest teams Environment – Readiness of your customers. Of your Industry (regulated?) Size of your resources