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Develop A Social Media Strategy
The document presents a webinar led by Carol Rozwell on developing a social media strategy to improve business effectiveness. It outlines the impact of social media on organizational behavior, the importance of adopting new practices, and provides a process for creating effective social media initiatives. Key components discussed include aligning social media goals with business objectives, maintaining community engagement, and encouraging leadership evolution toward a more collaborative framework.
Develop A Social Media Strategy
- 1. Develop a SocialMedia Strategy That Will Improve Your Business Carol Rozwell VP, Distinguished Analyst carol.rozwell@gartner.com http://twitter.com/crozwell http://blogs.gartner.com/carol_rozwell This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2010 Gartner, Inc. and/or its affiliates. All rights reserved.
- 2. Welcome! Thank you for joining us on today’s Gartner webinar. 10,800 60,000 Client Clients Enterprises 100,000 5,500 IT End-User Benchmarks Inquiries 65% of 2.7 Million Fortune 1000 IT End-User 80% of Searches Global 500 730 Analysts 55 Serving Clients Conferences in 80 Countries 10,000 3,800 Media CIOs Inquiries This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2010 Gartner, Inc. and/or its affiliates. All rights reserved. 1
- 3. Develop a SocialMedia Strategy That Will Improve Your Business Carol Rozwell VP, Distinguished Analyst carol.rozwell@gartner.com http://twitter.com/crozwell http://blogs.gartner.com/carol_rozwell This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2010 Gartner, Inc. and/or its affiliates. All rights reserved.
- 4. Behaviors Have ForeverChanged 1985 1995 2012 Personal Knowledge Collective Productivity Distribution Empowerment Office suites E-mail attachments Social software Individual content Content distribution Mass collaboration Filing cabinets Computer networks People networks Personal Teams Collectives Are you prepared for this fundamental empowerment shift?
- 5. Key Issues 1. Whatis the impact of social media on business today? 2. How are enterprises employing social media to drive new behaviors? 3. What steps should organizations take to create an effective social media strategy?
- 6. Poll: How wouldyou characterize your organization's social media initiatives? • We’re trying to figure out what to do, but haven’t implemented anything yet • We’re experimenting with social media internally • We’re experimenting with social media externally • We’re well underway with a number of initiatives • We’re old pros with social media
- 7. What Is SocialMedia? • Social networking - Social profiles - Social network analysis Social media is an • Social collaboration interaction channel - Wikis opened for the purpose of mass - Blogs/microblogs collaboration - Collaborative office • Social publishing - Content sharing Social technologies - Content aggregation enable social media channels - Social publishing • Social feedback - Social rating, ranking, commentary - Social content structure
- 8. Consumer and BusinessNeeds Are Not That Different What do consumers do on the Web? Keep informed of what friends are doing and thinking Easily tap into friends opinions and advice Mobilize them for events and causes Control what others can see and know about them Tailor their tools with extensions apps Tag videos and postings that friends should see, filtering out the noise Know which sources and websites friends use
- 9. Consumer and BusinessNeeds Are Not That Different What do consumers What do workers do do on the Web? on the Web? Keep informed of what friends Keep informed of what colleagues are doing and thinking are doing and thinking Easily tap into friends Easily tap into coworkers opinions and advice opinions and advice Mobilize them for Mobilize them for events and causes events and projects Control what others can Control what others can see and know about them see and know about them Tailor their tools with Tailor their work platform extensions apps with extensions apps. Tag videos and postings Tag content (videos, docs, that friends should see, etc.) that friends should filtering out the noise see, filtering out the noise Know which sources and Know which sources and websites friends use websites colleagues use
- 10. People Power vs.Hierarchy • Core principles — people and community-centric: 1. Participatory 2. Collective 3. Persistence 4. Independence 5. Emergence 6. Transparency • Mass collaboration is the differentiator • Amplify your enterprise
- 11. People Power vs.Hierarchy • Core principles — people • Are we prepared to: and community-centric: - Shift the leadership model away from command and control? 1. Participatory - Evolve it to one where leaders 2. Collective listen and engage with employees? 3. Persistence - Let employees speak freely with one another? 4. Independence - With the management team itself? 5. Emergence - Deal with some managers’ perception that using social 6. Transparency software tools doesn't equate to • Mass collaboration is the productive work time? differentiator - Integrate social media into our workflows so it becomes a vital tool • Amplify your enterprise for how we get work done?
- 12. Poll: What isthe top reason your organization is investing in social media? • Strengthen customer relationships • Enhance brand awareness • Share information with business partners • Help people find and work better with each other • Meet CEO or board objectives
- 13. It's Not AboutTechnology — Aim for New Behaviors • Collective intelligence - Pooling contributions Finding Value in Collective Behaviors • Expertise location - Finding the one in a million • Interest cultivation - Sharing interests • Relationship leverage - Cultivating weak ties • Flash coordination - Organizing the masses • Emergent structures - Unearthing reality
- 14. Look for OpportunityBeyond Marketing R&D Manufacturing Marketing Sales HR KPI: Time to KPI: Time to KPI: Material KPI: Material KPI: Market KPI: Market KPI: Sales KPI: Sales KPI: Recruitment KPI: Recruitment market market quality quality share share close rate close rate effectiveness effectiveness Initiatives Initiatives Initiatives Initiatives Initiatives Initiatives Initiatives Initiatives Initiatives Initiatives •• Project work Project work •• Quality council Quality council •• Sentiment Sentiment •• Q&A expertise Q&A expertise •• Development of Development of space (plan space (plan community of community of analysis data analysis data engine engine job descriptions job descriptions development, development, practice practice review review •• Forecast Forecast •• Candidate Candidate review and review and •• Supplier quality Supplier quality •• Sales training Sales training projections and projections and interviews and interviews and update) update) assessment assessment course creation course creation review review evaluation evaluation •• Employee idea Employee idea review review •• Knowledge Knowledge •• Win/loss review Win/loss review management management sharing about sharing about •• Alumni network Alumni network campaigns campaigns campaigns campaigns •• Social network •• Job posting, •• Device quality Device quality Social network Job posting, feedback feedback analysis for analysis for candidate candidate •• Partner idea Partner idea •• Device failure •• Campaign Campaign influence search and Device failure influence search and management management predictive concept testing concept testing assessment background predictive assessment background campaigns campaigns analytics •• Event publicity Event publicity •• Lead check analytics Lead check •• Crowdsourcing Crowdsourcing •• Special offers Special offers generation generation NPD ideas NPD ideas to followers to followers
- 15. Poll: What socialmedia initiatives do you have underway? • Customer facing driven by marketing/sales • Customer support (call center) • Employee facing driven by HR or IT • Business partner facing driven by supply chain • Nothing underway now
- 16. Simply Providing SocialTools = Failure A "provide and pray" approach has about a 90% failure rate Radical benefits result from delivering social solutions You can't install Providing a tool won't transform innovation behaviors A social media solution is the right tools targeted at a defined purpose
- 17. Process for Developinga Social Media Strategy (Internal and External) Enterprise Vision Social Media for Social Media Impact Solution Strategy Impact Domain 3 Impact Domain 2 Purpose Road Domain 1 Map Who LoB, IT, Marketing, Social Media Business/Mission HR, Legal, Goals and Portfolio Security Objectives Assessment Social Media Business/Mission Sanity Check Level Design Considerations Social Media Solution Requirements
- 18. Poll: Who isleading your social media initiatives? • Social media steering committee • Line of business (e.g. marketing, sales) • IT • HR • Multiple groups are leading separate initiatives
- 19. Seven Characteristics ofa Good Social Media Purpose 1. Magnetic Impact Domain P 2. Aligned P P P 3. Properly-scoped P P 4. Promotes Evolution P P P P 5. Low risk Assess 6. Measurable 7. Community-driven P P P P P P P P P P P
- 20. Client Example: TechSupport Purpose Road Map for Community-Centric Tech Support P9-Provider Services P4-Innovative Technology Uses P10-Beta Testing P2-Technology Awareness P12-IT P11- Mentorship P5-Tips and Technology P1-Community- Techniques Related On Delivered boarding P13- Answers Technology Training P8-Service Feedback P3-Shared IT P6-Issue Experiences Resolution P7-Desired Features and Functions V1.0 V2.0 V3.0 V4.0 V5.0 Purpose Growth Over Time
- 21. Five Critical Failures 1. Goal incongruity The purpose doesn't match strategic goals, business needs and audience desires 5. Inauthenticity 2. Process disconnect Programs lack passion Social media programs and energy, submerge are not connected with individual creativity other business functions 4. Monologue 3. Multiplicity Ignoring the potential for Many uncoordinated efforts discussion and collaboration that reduce effectiveness with the collective and cause confusion
- 22. Five Success PlanRecommendations 1. Consistency Keep the purpose consistent with strategic goals, audience needs and the response authentic 5. Creativity 2. Coordination Let individual creativity, Make sure forays into passion and energy emerge social media are not disconnected from other business functions 4. Conversation 3. Charter Engage with the collective by Assign responsibility for creating opportunities for plan development, discussion and collaboration education, execution, governance and refinement
- 23. Action Plan forSocial Media Leaders and Teams Monday Morning - Start examining how social media is already impacting your business context. - Monitor what is being said about you, your products, your competitors and your industry. Next 90 Days - Assemble a team and build a social media strategy. Next 12 Months - Deploy a social media initiative from the strategy. - Begin evolving leadership and corporate culture in a directions toward social media affinity. - Plan for and execute on building a corporate competency in social media.
- 24. Related Gartner Research Defining A Social Media Strategy: Identify Audience and Engagement Carol Rozwell (G00205700) Look Beyond Marketing for Competitive Advantage With Social Media Carol Rozwell, Anne Lapkin, Chris Fletcher (G00205916) Case Study: Virtusa's Social Media Plan Begins With Purpose Definition and Employee Education Carol Rozwell (G00175878) Toolkit: Employing a Purpose Road Map to Build and Execute a Social-Media Strategy Anthony Bradley (G00171822) User Survey Analysis: U.S. Enterprise Adoption and Usage of Social Media, 2009 Venecia Liu (G00172445)
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