Making Your Company More Social In 3 Phases
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A look at an approach to making your company more social in three phases which include discovery, action, and retooling.
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Making Your Company More Social In 3 Phases
- 1. MAKING YOUR COMPANY MORE SOCIAL in 3 phases Monday, 14 January, 13 1
- 2. SOCIAL CATALYSTS • Reduced budgets • Traditional marketing and advertising not working • Competitors are ahead socially • Customers and/or employees are demanding it • Need to get a handle on governance, policies, and procedures to address rogue employees • Reputation management issues emerging • Need to remain competitive, be identified as an employer of choice, or at least investigate options 2 Monday, 14 January, 13
- 3. PHASE ONE - DISCOVERY Monday, 14 January, 13 3
- 4. LISTENING Industry Keywords Company Mentions Pain Points, Frustrations Customer Service Or Technical Support Issues Product/Service Improvements Praise Image Source: istockphoto.com 4 Monday, 14 January, 13
- 5. COMPETITIVE ANALYSIS What are they doing? What are people saying? Who are their influencers, followers, advocates? 5 Monday, 14 January, 13
- 6. COMMUNITY MAPPING Influencers and Advocates Who, What, Where, When? Content Engagement Image Source: twilk.com Community Foundation © Volterra Consulting 6 Monday, 14 January, 13
- 7. CONTENT • Existing and format • Gaps and how to fill them • Repurposed for different channels • Calendar 7 Monday, 14 January, 13
- 8. ORGANIZATION • How does the company operate? • How does communication flow? • How is business? • Corporate objectives regardless of social media • Is it ready to be social? • How committed? • Politics, governance, policies, procedures 8 Monday, 14 January, 13
- 9. PHASE TWO - ACTIVE Monday, 14 January, 13 9
- 10. ENGAGEMENT Assist, Converse, Amplify Follow, Connect, RT, Comment Share, Don’t Shill Be Interested, Not Interesting Image Source: http://www.themarketingbit.com/wp-content/uploads/2012/02/engaging.jpg Content Created, Curated, And Distributed © Volterra Consulting 10 Monday, 14 January, 13
- 11. MONITORING Who’s Sharing? What Are They Sharing? What’s Resonating? Emerging Issues/Trends Photo Source: http://blog.hubspot.com/blog/tabid/6307/bid/25082/7-Ways-to-Optimize-Content-for-Social-Sharing.aspx © Volterra Consulting 11 Monday, 14 January, 13
- 12. PHASE THREE - ADJUST Monday, 14 January, 13 12
- 13. COMMUNICATE Early Wins Lessons Learned And Insights Over Communicate Solicit Feedback Image Source: istockphoto.com © Volterra Consulting 13 Monday, 14 January, 13
- 14. RETOOL Channel Rationalization Content Community Vs Campaign More Of/Less Of Who’s Helping Or Hindering? wrench image by Stanisa Martinovic from Fotolia.com © Volterra Consulting 14 Monday, 14 January, 13
- 15. Enterprise LoB’s END STATE Decentralized Enterprise LoB’s Distributed But Organized © Volterra Consulting 15 Monday, 14 January, 13
- 16. Enterprise LoB’s END STATE Decentralized Familiar And Capable Enterprise Coordinated Efforts Actionable Insight Lead Generation Earned Media LoB’s Driving Costs Out Distributed But Organized © Volterra Consulting 15 Monday, 14 January, 13