Emakina/Social: Selling social media inside your organisation!

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Emakina/Social: Selling social media inside your organisation! Presentation delivered by Audrey Benoit, Head of Emakina/Social, for the Social Media Forum in Brussels, 24/06/11. www.emakina.com/social

Technology Business

Selling social media in your organisation Social media forum – Emakina/Social Audrey Benoit – Head of Emakina/Social

“Hello, my name is Audrey. I’m responsible for Emakina/Social”http://www.emakina.com/social/index.cfm In a previous life, I also was in Brick & Mortar

The last three years you have been told that… “Social media is a BIG, revolutionary, life-changing tidal wave having you enter into A NEW ERA...”

However you are not… ... A natural-born customer-centric organisation... A digital native organisation... Selling any cool B2C product... An agile & flexible SME... A rock star

You are … ... A regular Brick & Mortar organisation... With well established working processes (and people!)Marketing communication External communication Customer care Operations IT developments Legal stamps(Did someone say “Working in silos?”)

Keep in mind #FACTS#REVELANT#REALISTIC No fancyglitter. Measure conversations aroundyou, yourcompetitors, yourindustry.

Keep in mind #FACTS#REVELANT#REALISTIC No fancyglitter. Measure conversations aroundyou, yourcompetitors, yourindustry. Define a meaningfulpresencethat serves business purposes and customerneeds

Keep in mind #ENGAGING Listen to whatstakeholders have to say, their experience, their perception Assesstheir social media knowledge Involvethem in the main decision-makingsteps

A stepped approach – step 2 Set-up a social programme management office Objective: A group of key people in the organization who are appointed to decide on the social program objectives, strategy, processes and rollout Assess and upgrade their knowledge around social media Decide if you need help for the next steps RFI, RFP, BUDGET.

A stepped approach – step 3 Define a strategic plan and tactical roadmap Objective: One relevant and realistic direction Analyze past experiences if any Objectives & KPIs Positioning proposal Prioritized tactical roadmap & presence definition

A stepped approach – step 4 Get started with 1 or 2 pilots Define: People in charge and interaction with other departments Conversation strategy Build, measure and report results! Objective: tangible, do-able Second wave of awareness build Attention :youdon’tgettwice the chance to make a first impression!

A stepped approach – step 5 Runyourtacticalroadmapiteratively Tweak the program tactical actions based on results & experience Graduallyyou are involving more people, projects, departments Objective:Learn by doing Report regularly Get social KPIs in executivereporting.

A stepped approach – step 6 Stay on top Don’tblindlyrunyour program based on yourownexperience Organizeawareness sessions withexternals Monitor and re-evaluateregularlycompetition & best practices

Thank you Audrey Benoit, Head of Emakina/Social aud@emakina.com http://be.linkedin.com/in/audreybenoit @TheSyxOne www.emakina.com

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