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Make social media a capability not a campaign:
 4 steps to create a sustainable social media program.


Created by: Dirk Shaw, Social Media Strategist
It seems like everywhere you turn someone is
talking about social media.
It’s adoption and the volume that people are creating
content has companies scratching their heads on how to
engage in social media.
The question is no longer shouldwe participate in social
media. It is how do we get started?
Getting started requires more than simply setting
up outpost on sites like Twitter &Facebook.
Social media metrics alone are meaningless.
That is until you can
show which ones led
to achieving business
goals!
Predicting social media value implies you can repeat a
                    past success.




                                     Photo credit http://www.cyclingweekly.co.uk/100
Companies that engage in an uncoordinated manner
Have difficulties
replicating success.
Which makes predicting
 future value almost
     impossible.
4 steps to a sustainable social media program
Listen:
Listening to the conversation is as important as
                  participating.
Each group will listen and respond to different things




                            http://www.flickr.com/photos/35703177@N00/3290574208/
A marketer may want to know what it’s competition
                    is doing.
A product manager will
want to understand how
customers feel about new
products while identifying
latent needs.
A communications person might want to
       understand sentiment.
To achieve business goals it will require each of
these groups to listen in a synchronized manner.




                               Photo credit:
                               http://upload.wikimedia.org/wikipedia/commons/9/95/Sir_Simon_Rat
                               tle_and_Berlin_Philharmonic_Orchestra_Photo_by_Monika_Rittersha
Learning: Turn insights into action
The biggest challenge is acting on what you hear.
Using monitoring solutions can streamline
collaboration for acting on insights gained from social
                        media.
Engaging: Participation should be
informed by listening.
The number of tools and places for companies to engage with
            customers can be overwhelming.
Many companies simply skip the listening part and jump
            right into the conversation.




                                  http://www.flickr.com/photos/felipeskroski/2567534742/sizes/l/
This is not the right approach..
Spending time where customers are not leads to a lack
                     of results.
Poor results means less
investment will be made
into social media
programs.
To avoid this. Define the role of each outpost, how it
  supports goals and who will be responsible for it.
Experimentation and
prototyping is an
essential step to
making anything
repeatable.
This makes the role of experience planners even
                more essential.




                    http://www.flickr.com/photos/unthinkingly/3012284234/sizes/l/in/set-72157608862123043/
Engaging social experiences integrate websites with
earned media.
By defining the roles of each outpost AND knowing how
   they work together will deliver the most relevant
                       experience.
Replicate: Now that you have successfully accomplished
              a goal, can you do it again?
The ability to replicate allows you stop looking thru the rear
view and start predicting future success.
Innovative companies are not successful because they
came up with a clever idea.
Innovative companies know how to replicate
success and refine things along the way.
The same is true with social media. It must
become the way you do business.
Document each success.
Capture metrics, who was
involved and how you would
do it differently.
Create guides that enable others to repeat, refine and
mature as the organization grows.
Sharing success stories is a great way to get others
excited and willing to dedicate resources to social
media.




                                    http://www.flickr.com/photos/wili/233621595/sizes/l/
Having a vision of
where you're going
allows you
successfully align
social media to goals,
people and
processes.
Listen:
Listening to the conversation is as important as
                  participating.
Learning: Turn insights into action
Replicate: Now that you have successfully accomplished
              a goal, can you do it again?
Can you replicate social media success?
Twitter: @dirkmshaw
Blog: www.dirkshaw.com
Web: www.vignette.com

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Make social media a capability not a campaign:

Editor's Notes

  1. According to a recent study only 12% of companies think they are successful in their social media efforts this might be because 40% of the respondents cited they have not social media strategy in place.
  2. . In many cases this will require several people to get an answer, make a comment or add to idea pipeline. To streamline cross-functional collaboration Radian6 allows you to create workflows around most content types across the social web. This would allow you to be notified if a customer posted a tweet that mentioned \"service down\". This tweet could then be routed to a customer support person to follow up on. The customer service example is an obvious one.
  3. Once you have identified places you plan on engaging with customers,
  4. Successful experimentation should have a basic hypothesis on what conclusions can be drawn by using social media.