This document discusses building social media proficiency across an organization. It addresses why social media proficiency is important for employee advocacy, collaboration, and marketing excellence. It then outlines a 5 step process to build social media proficiency: 1) have a vision, 2) establish a center of excellence, 3) create actionable curriculum, 4) build workflows and processes to enable social media use, and 5) start thinking like a media company. Key aspects of establishing a center of excellence include evaluating the social ecosystem, establishing centralized teams and roles, and operationalizing the center. The center of excellence then integrates functions like training, community management, and measurement across the organization.

1. Building Social Proficiency Across
The Organization
Michael Brito, SVP, Edelman Digital
@Britopian

2. Before We Talk About How, Let’s Address The Why?
• Employee Advocacy: Employees are
trusted; they can help feed the content
engine
• Employee Collaboration: Innovation,
Process improvement and an increase in
productivity
• Partner Collaboration: Bringing products to
market faster through social collaboration
• Social Marketing Excellence: Sharing best
practices w/ other marketing teams,
geographies; governance/compliance

3. 5 Steps To Building Social Media Proficiency
1. Have a Vision
2. Establish A Center of
Excellence
3. Create Actionable Curriculum
4. Build Workflows, Processes and
Content That Enables
5. Start Thinking Like A Media
Company

4. HAVE A VISION
•Aligned with business goals
•Supported by executive management
•Make it realistic

5. Establish A Social Business Center of Excellence
EVALUATE ESTABLISH OPERATIONALIZE
THE SOCIAL ECOSYSTEM A CENTRALIZED TEAM THE SOCIAL BUSINESS CENTER OF EXCELLENCE
LISTEN PLAN ENGAGE
• Conversation and • Identify the right teams,
•Identify social listening and •Create plan for employee •Launch programs, events and
sentiment analysis stakeholders and employees social CRM software training campaigns
• Surveys, polls and • Establish roles, responsibilities •Establish a social media •Process and collaboration •Manage internal collaboration
stakeholder interviews and frameworks, processes listening center design and communication projects
• Data mining from • Achieve buy-in from senior •Determine internal & external •Crisis coms and customers •Expand teams and channels
internal communities leadership topics support escalation tree globally
• Intelligence gathering • Establish a measurement
framework
* Examples of Organizational Structures From Altimeter
Decentralized Centralized Hub and Spoke Multiple Holistic

6. How The Center Of Excellence Integrates
Knowledge Sharing / Best Practices / Training
Campaigns &
Initiatives
Marketing & Organizational Readiness
Measurement Framework & Reporting
Human Resources
Campaign
& Employee Comms
Reporting
Training General Community
Social Integration
Customer Management
Support Policies
Community
Technology Management
Product Insights
Marketing Paid, Owned and
Content Plan
Earned Media
PR and
Corporate Best Practice
Communications Sharing
Customer Support
STRATEGY PLANNING EXECUTION MEASUREMENT
Social Business Center of Excellence

7. Create Actionable Curriculum For Employees
Create a comprehensive social media training curriculum that enables
employees to engage based on various levels of participation.
Proficiency Activity Engagement Behaviors
Level
CONTENT Advanced Videos, Photos, Blogs
Record, upload video; live streaming, Google Hangouts, upload and tag images, write
CREATOR and publish blog content
HIGH
LOW
Micro Blogging,
CONVERSATIONALIST Share Skype related news, announcements within micro blogging, create influencer
Intermediate commenting, general lists, engage in general conversation
PARTICIPATION LEVELS conversation
Subscribe to Google Alerts, monitor Twitter and company blog, follow the
Listen, practice, follow
LISTENER Basic
ad optimize
Skype brand on Facebook and Twitter, subscribe to RSS feeds, optimize
LinkedIn profile

8. Enable Teams Be Smarter When Integrating Social Media
Create social media curriculum for functional
teams that enables stronger social alignment,
more relevant marketing and deeper
community engagement, which leads to
stronger customer relationships.
CONTENT COMMUNITY
MANAGEMENT
•Creating content that matters and •Using community management to turn
drives mass engagement friends, fans and followers into brand
•Optimizing frequency of posting using advocates
real time analytics and insights •Using to real time data to identify
influencers and advocates
•Creating content for search
•Preparing for crisis communications and
•How to integrate social into paid and
managing customer support issues
earned media initiatives
•Building trust by building relationships
•How to be conversational when
creating content

9. Build Workflows for Content Creation, Approvals,
Distribution
AUTOMATED MANUAL
Sends to Editor
for Review
Team Brainstorms Contributor Scheduled Posted to
Content Ideas Writes Content for Publish Social Channel
In Review/
In Revision
0 1 2 3 4 5 6
In Review/
In Revision Content Approved
Content Manually
Migrated to Social
Content Not Channel
Approved

10. Assign Roles; Establish Global Content Calendar
Administrator
Create accounts
Create calendars
Editors (SMCs)
Approve content
Assign content
Curate, aggregate, publish
Contributors
Create content

11. PHASE
Start Thinking Like A Media Company 3
Find passionate employees that are social media
savvy and who like to collaborate with other team
members
Empower and enable social media champions,
contributors and community managers to aggregate,
curate and create content that is relevant to the brand
voice, not necessarily about the product or features
11
2012 © Skype. Commercially confidential.

12. Start Thinking Like A Media Company
Enlist social media champions that we will be responsible for creating, curating and aggregating social media
content and publishing to specific ‘branded’ social media channels.
CONTRIBUTORS SOCIAL MEDIA CHAMPIONS
(EDITORS)
12
2012 © Skype. Commercially confidential.

13. Duplicate Model For Regional Markets
The Center of Excellence should enable and provide direction to regional champions; but content (& community
management) must be created/managed from the country or region.
CONTRIBUTORS SOCIAL MEDIA CHAMPIONS
(REGIONAL EDITORS)
13
2012 © Skype. Commercially confidential.

14. Thank you!
Michael Brito
SVP, Social Business Planning
Edelman Digital – San Francisco
Michael.Brito@edelman.com
@Britopian
14
2012 © Skype. Commercially confidential.