This document summarizes a roundtable discussion on social media. It addresses common concerns organizations have in using social media, such as not having time or resources, or not knowing where to start. The document provides examples of how organizations have successfully used social media for customer service, idea generation, recruitment, and internal collaboration. It emphasizes starting small, identifying objectives, and gaining commitment from senior leadership. The discussion concludes that social media strategies must fit each organization's unique situation, and that listening to the right questions is important.

2. Social Media
Roundtable
28 June 2011
Ian Howlett – Head of Digital
Anja Maerz – User Experience Consultant

3. Introduction
• Housekeeping
• Session structure
• Our approach to the topic today
• Presentations
• Discussion
• Timetable

4. Context
• What does it mean to be social?
• Or when did we become ‘anti-social’!
• Don’t be fearful - it’s hopefully already how you do business
• Now with connected tools/software to help us
About communicating, listening and responding

5. Why might you use social media?
• Could be for many reasons:
– Traffic
– Exposure
– Brand build
– Listen
– Share
– Collaborate

6. Or put another way
• It depends on what you are trying to achieve

7. What are the issues you are facing?
I don’t have the time or people
to support social media.
I don’t know where
to start!
Not the right
channel for us
We can’t control it!
Social media is only
for B2C or my kids

8. I don’t even know
where to start!

9. What do you need to do first?
• What is your ultimate objective?
• Culture?
• Is there a commitment at a senior level? From a legal perspective?
• Might views be different for internal and external comms?
• Technical restrictions?
• Test the water
• Pilot or internal test
• Monitor & make measurable

10. I don’t have the
time or people to
support social
media.
• Start small
• 1-2 people can coordinate
• But advocates and champions are crucial
• Cross departmental involvement
• Certain competencies are necessary (content
creation, monitoring and moderation, technical
support)

11. Nothing’s
happening
• Whatever you do will take time to grow,
so you must persevere
• Develop your champions
• Remind people
• Work hard to make it a priority

12. Show your social media footprint
• Email footer
• Letter head
• Poster
• Business card
• Website

13. Some ideas take only hours

14. But we can’t
control it!
• You decide what you say and where
• Don’t fake it
• Don’t smother negative content – respond to it
• You do need guidelines and policies for everyone

15. Make it clear

16. Otherwise you can lose control

17. Or make mistakes

18. Social media?
Yes, but it’s just
for fun and
networking.

19. Excellent customer service
• Goal: Engage with customers and
improve the customer experience.
• Success: At a point of crisis
(Heathrow Airport closed due to
weather) social media was
successfully used to provide
customers with information about
travel options

20. Idea generation

21. CR Reporting

22. Single channel campaigns are effective
• Procter and Gamble CSR initiative
‘Future Friendly’ invites visitors to
pledge participation by saving water,
energy etc
• Share pledges with friends
• 146k followers, active community
• Consumer brands secondary

23. Recruiting via social media

24. Not the right
channels for us

25. Collaboration through social media
• Goal: Connect to
your peers within
the business to
share their
business
experience and
expertise
• Success: Creation
of a social business
network where all
employees can
collaborate; high
employee
satisfaction

26. Improving internal communications
• Goal: Faster collaboration
and communication across
company
• Success: More than 14,000
employees use Socialcast.
The CEO, Stephen Elop lso
uses it, and holds important
dialogues with employees
via socialcast.

27. Changing the recruitment process
• LinkedIn is fast becoming the only place to
recruit
• Widely used by recruitment agencies,
companies are now using it directly to
advertise jobs
• Offers far more insight into candidates
with recommendations, social integration
etc.
• Shifts recruitment emphasis back to
company

28. So much more than recruiting
• Show your expertise
• Encourage debates
• Promote your events
• Increase the company’s visibility
• Encourage connections

29. Involving customers in customer support
• Goal: Find a ways
to scale up
customer service
and support
• Success: 75%
reduction in
support requests
to the company,
more than 90,000
registered users
and over 15,00
topics created;
vibrant

30. Share what matters to you

31. Be creative – channels can offer more
than you might think

32. In summary

33. I’d like a social media strategy please

34. One size does not fit all

35. It’s not for everyone or every situation

36. Who should I listen to?
Whoever is asking you the right questions

37. Enough of us talking
• Firstly, did we answer the questions you have?
• Are there key questions we’ve missed?
• Have you faced similar issues in your own organisations?
• What other issues are you facing?
• Where are you on your social media ‘journey’?