Protect Your Brand with Social Media Governance
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This presentation steps the viewer through the processes needed to create an enterprise-class social media governance program. The practices can also be applied to websites, domains and blogs for a full digital governance program. These best-practices were fine-tuned helping our global brand companies and regulated companies, as well as researching other enterprise organizations. This presentation was first delivered at the 2019 Brand Marketing Summit in San Francisco.
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Protect Your Brand with Social Media Governance
- 1. ProtectYour Brand with Social Media Governance www.brandle.net
- 2. Presented by Brandle.net Social Media Governance &Web Presence Management SaaS Trusted by: © Brandle, Inc. 2019
- 3. Why Social Media Governance? Risk Management Brand Optimization Strong Brand Reputation! + © Brandle, Inc. 2019
- 4. Common Corporate Social Landscape 35-45% of handles are inactive 60+% accounts are inactive 50+% have no growth 35-50% have very few views Known Corporate Inventory • Brand standards inconsistent • Low policy adherence • Disconnected efforts and budgets • Poor social performance • Contacts unknown for 50+ % The Unknown is…UNKNOWN! © Brandle, Inc. 2019
- 5. Corporate Social Media Governance CREATE GOVERNANCE FOUNDATION APPLY GOVERNANCE STRUCTURE DISCOVER THE UNKNOWN OPTIMIZE BRAND REPUTATION EXPAND BRAND REACH MONITOR, PROTECT, REVIEW © Brandle, Inc. 2019
- 6. Phase 1: Create a Governance Foundation Prepare the Governance Groundwork Centralize Governance Create a Social Media Governance Plan © Brandle, Inc. 2019
- 7. Prepare the Groundwork Align Digital Governance with Corporate Structure. • Business Units, Regions • Corporate Marketing, Brand Marketing • Sales & Customer Support Appoint GovernanceTeam and Stakeholders Assess Risks (Corporate,AttachedTools, Country) Analyze Previous Successes, Failures, and Changes Perform Social Network Analysis and Risk Reviews © Brandle, Inc. 2019
- 8. USA Latin • Local Social APAC • Local Social EU • Local Social Middle • Local Social Eastern • Local Social Central Governance; Local Management Centralized Functions • Global Governance • Corp Accounts • Centralized Inventory • Centralized Credentials • CentralizedTools • Account Approvals • Global Standards • Policy Enforcement © Brandle, Inc. 2019
- 9. The Corporate Governance Plan Social Media Standards and Expectations Social Media Policies for EmployeeType (incl affiliation disclosures) Governance Procedures • Enterprise tools: publishing, password, listening • Social Account Statement of Purpose. • Contact change and escalation procedure Risk and Crises Procedures Define KPIs, Reports andTimelines for updating Social Advertising Procedures Social Content Procedures (library; global page posting w geo-targeting) © Brandle, Inc. 2019
- 10. Phase 2: Apply Governance to Known Inventory CorporateAccounts and Apply Governance Protocol • Get contacts: name, email, phone (social plus escalation contact) • Centralize credentials • Assess and plan actions (merge, shut down, promote…) • Conversion to corporate-approved tools • Social team training w/ crises process and escalation protocol • Social Account Statement of Purpose forms per account © Brandle, Inc. 2019
- 11. Social Statement of Account Purpose Go Live Date Contacts: • Primary Account Manager, Superior for Escalation, Second, Brand Manager, Legal Purpose ofAccount: • TargetAudience • Brand focus • Outcome Goal/Relationship Credential Submission to Governance (Risk) • Password Protocol • Password Rotation schedule © Brandle, Inc. 2019
- 12. Social Statement of Account Purpose Profile Brand Strategy • URL within naming convention • Avatar and cover art • Profile description • Key standards, policies and regulations Content Strategy and Approval Process • Local vs. Corporate account with geo-targeting • Approval timing • Posting schedule • Posting lag time not to exceed © Brandle, Inc. 2019
- 13. Social Statement of Account Purpose Monitoring Strategy for Engagement (Risk) • 2 - 3 X per day Complaint Handling Process (Risk) • Anticipated responses AttachedTools (Risk) • Corporate approved tools • Local approved tools • Other request Advertising Plan © Brandle, Inc. 2019
- 14. Phase 3: Discover the Unknown AuditWeb for Unknown Brand Presence • Process counterfeit or IP concerns with Legal • Shut down rogue and abandoned accounts • Bring known authorized into Governance Protocol Include Industry Sites and Special Networks • Yelp for hospitality and services • Industry-specific (such as real estate) © Brandle, Inc. 2019
- 15. Phase 4: Optimize Brand Reputation Consolidate Social Properties to focus investment • Determine platform and account success metrics • Merge or shutdown accounts that don’t meet metrics Apply Brand Standards Apply Regulatory Standards Track ROI and KPIs © Brandle, Inc. 2019
- 16. Hyatt Demo Account: Park Hyatt Filter © Brandle, Inc. 2019 Governance Needs Work • Inconsistent Branding • Avatar not easily visible on Facebook • Rogue accounts need to be shut down • Posting is overdue • Platform verification incomplete • Instagram accounts similar
- 17. Hyatt Demo Account: Andaz © Brandle, Inc. 2019 Governance Looks Strong • Consistent Branding • Avatars are easily visible on Facebook • Rogue accounts are cleared Posting is strong • Platform verification almost complete • Instagram accounts similar
- 18. Phase 5: Expand Brand Reach Employee BrandAmbassador Program • Assign Governance Manager • Create Program and Policies • Deploy CertifiedTraining (ethics, brand standards, statement of affiliation, crisis support) • Agreement. Monitoring. Sales and Customer Supportj Certified Partner Program Influencer Monitoring © Brandle, Inc. 2019
- 19. Phase 6: Monitor, Protect, and Review Stay on top of Governance Foundation. Monitor all Categories of Social (andWeb). Have a Continual Risk Review on Accounts and Platforms. Conduct a ContinualWebAudit of Newly CreatedAccounts Create New Programs and Goals. © Brandle, Inc. 2019
- 20. Download Social Media Governance Plan E-book Janet Church jchurch@brandle.net 707-981-0383 www.brandle.net
Editor's Notes
- Brandle created the category of Social Media Governance SaaS over 8 years ago and we’ve been supporting major brand and finance companies for over 7 years. A significant portion of a CMO’s budget is allocated across digital channels and social relationships. These channels also present significant risks to your company! A solid social media and web presence governance program is becoming a key function in major corporations. In this session I will step you through the key elements of a governance program as well as highlight best practices from global companies.
- So what is social media governance? Social Media Governance is about protecting your brand as a risk management practice. And, it is about optimizing your brand, such as ensuring brand standards and voice are consistent across platforms, which strengthens brand reputation. And if you read global risk research (as I do) you know that damage to brand reputation ranks in the top 3 risk concerns of CEOs. This is including economy and natural disasters! If you are interested in this, check out the research by Deloitte, PwC and AON every year.
- You may be wondering…how healthy or how fragmented is my online brand? A kook at the Common Social Landscape of known Corporate social accounts anywhere from 500-3000 accounts Brand standards inconsistent Low policy adherence Disconnected efforts and budgets Poor social performance Contacts unknown for 50+ % Specifics by platform …. does not include Social Sales or Support teams The Unknown is…UNKNOWN We typically find anywhere between 300-1000 times more accounts than may be known… The upper end is generally retail businesses with the additional issue of unclaimed FB place pages.
- How do you manage all of this? 6 Phases of Corporate Social Media Governance. Create governance Foundation Apply Governance Structure Discover the Unknown Optimize Brand Reputation Expand Brand Reach Monitor, Protect, Review If you are also responsible for websites, domains, blogs, …, just add those to your governance strategy and title this Digital Governance. Sorry…this is governance session so there are lots of words….you can always ask me for the presentation later.
- Phase 1: Create a Governance Foundation Three key steps to laying the Foundation: Prepare the Groundwork Centralize Governance Create the Governance Plan
- To prepare the groundwork you need to assess, plan , and start moving forward… First know that you need to Align w corp structure to get buy-in and support from an executive champion. Risks and rewards are designed by corporate structure and Governance is a part of the risk category. So know that you should align with: Business Unit? By Brand? Region, etc. The governance Team with all stakeholders needs to be appointed…and hopefully with an executive Champion (usually the CMO). Assess All risks that may touch social media: corporate, natural disaster, Tools, Country upheaval, Analyze successes and failures and why Review Platform threats and risks and determine how platform aligns with corporate structure (esp brands)
- Centralize Governance at Corporate Headquarters Local social account management, but local follows corporate Global Governance Centralized Inventory Centralized Credentials Centralized Tools Account Approvals Global Standards Policy Enforcement
- So Now that the groundwork is being laid it’s time to begin the Social Media Governance Plan creation. These items are just a few bullet points and you can download our e-book at Brandle.net for more detail. But, the plan will include: Social Media Standards and Expectations Social Media Policies for Employee Type (incl affiliation disclosures) Governance Procedures Enterprise Tools: publishing, password, listening Social Account Statement of Purpose. Contact change and escalation procedure Risk and Crises Procedures Define KPIs and Timelines for updating KPIs Social Advertising Procedures Social Content Procedures (library; global page posting w geo-targeting)
- With the Governance design completed, You need to apply it to your Known Corporate Inventory of social accounts. Most global companies have about 50-65% of known accounts functioning well. And applying governance brings everything in order. Don’t forget about claiming and merging Place Pages.
- You will create your Statement of Account Purpose form in with the Governance Plan, but you will likely need to update your existing known accounts SAP. You may want to have an annual (or every two-year) form update process to assess if the Account is still performing as originally planned, Most global companies only know 30-40% of the Statement of Social Accounts – The Purpose of Account, the audience, the measurement of success, the posting schedule and content strategy
- Brand Strategy and Posting schedule is very contingent on audience and platform
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- Phase 3…go Discover what you don’t know! As I mentioned, these can be thousands more than you realize, depending on the breath of your brand portfolio, retail locations, or whether your company has a popular global brand (for counterfeiting) 50% of unclaimed FB Place Pages Corporate Rogue Accounts form well –meaning employees Counterfeit or Fraudulent Accounts to send to your Legal department And good accounts that you just didn’t know about! Bring them under the governance umbrella Don’t forget to review critical platforms to your business like Yelp, or Redfin and Zillow if you’re in the real estate industry and are regulated. Then those accounts that strongly relate to your brand can be saved for Phase 5 Employee Accounts Fan, Community Partner Accounts
- Ready for Phase 4 to Optimize your Brand. Merge and shutdown low-performing accounts to focus customers on positive brand efforts (and where budget is applied), Apply brand regulatory, and Policy standards: This the global effort to build the consistency of your corporate standards while following any localized standards (designed by corporate governance).. Items like Cover Art representing local people using your products, etc. Track ROI and KPIs to show Corporate Champion the fruit of the effort~
- Let’s take a look at a Hyatt Demo account in Brandle. Hyatt is not a customer and I created an account and performed a quick sorting to demonstrate positive and negative aspects of a social landscape… Hyatt has many brands, but one is Park Hyatt…a high-end brand. Notice inconsistent brand avatars. Unclear Logo. Stale posting dates. Consistent performance on Instagram. Some small Audience Some Platform verification incomplete. We can assume several of these are not known within the corporate brand team.
- For Andaz, another Hyatt brand, Notice consistent branding, Posting schedule, verified status, etc. This also Holds consistent on their Instagram. So from just a quick Account Discovery and review, If I were a CMO, I’d make sure the Andaz Social Director =had a seat at the Global Governance Team table,.
- Once brand optimization is well under way with known and newly discovered accounts, you can securely expand your brand reach to other categories of people who relate strongly to your brand online. You may want to create official programs and maintain Agreements with some people that their accounts will be monitored. If it is a corporate-owned account (like a support channel) this is not necessary, but if an employee will use their own channels, then it is. Especially in EU for GDPR (or just don’t have employee programs in EU). Define the Program and participation Requirements. Appoint a manager of the governance program Define what is to be monitored. For example: For Partners, monitor certification level and brand logo use of seal. For Influencers, monitor that they are using brand correctly and stating their paid affiiations with you r company. Define Corrective Action if Monitoring shows policy is not adhered to.
- Finally, Governance is never finished! So take care not to go on Autopilot at this stage. Keep a continual web audit moving to find newly created accounts (legitimate and unauthorized) Once your governance machine is operating smoothly, increase expectations and create higher level goals for social performance. Report success upward!
- Although this presentation has been focused on Social, the same process can be applied to web presence (websites, domains, blogs, etc.) If you’d like the details of a governance plan just download from brandle.net. And if you’d like a copy of this presentation, please see me after session. There are elements of this presentation that are not in the e-book. Any questions?