The document discusses embedding social media practices in businesses. It addresses several key points: 1) Social media provides power to consumers and lobbyists that traditional media does not. Companies must have social media crisis and error plans. 2) Social media posts provide an indelible public record, so companies must train staff and plan how to mitigate errors. 3) Twitter has become a newswire for breaking news stories, so companies must monitor conversations about their brand and industry. 4) Companies should listen on social media and swiftly act on consumer feedback in order to optimize their approach.

1. @TiffanyStJames
Embedding Social Business Practice
40 seconds of twitter mentions
Http://flickr.com/photos/hepwori/5981862741/

2. So, we’re all pretty aware of this, right?
@TiffanyStJames

3. @TiffanyStJames
Social vs traditional media

4. 1) Power in lobbyists and consumer hands
@TiffanyStJames…so have a social media crisis plan

5. 2) The indelible record of messing up in public
…so have guidance, train staff and
plan for, and mitigate errors
@TiffanyStJames

6. 3) Twitter is the newswire
Jan 09: Hudson river landing:
first twitter-broken story
@TiffanyStJames
…so be plugged in to what people are
saying about your brand and your industry

7. …and you might not like what it says
http://thisisnotaninsight.tumblr.com/
…so add value @TiffanyStJames

8. 4) Listen and optimise
Listen with intent and act swiftly @TiffanyStJames

9. 5) Trust in individuals
Edelman Trust Barometer 2013 here @TiffanyStJames

10. @TiffanyStJames
6 uses of social media in business

11. 1) HR
@TiffanyStJames

12. 2) PR
@TiffanyStJames

13. 3) Direct Sales
@TiffanyStJames

14. 4) Customer service
@TiffanyStJames

15. 5) Business Intelligence
@TiffanyStJamesDefine the tools you use by
your objectives

16. 6) Internal comms
@TiffanyStJames

17. @TiffanyStJames
Considerations on embedding
social business practice

18. Informing your social business strategy…
What social can deliver for
the business
Current
KPIs
Digital
Strategy
Business
Objectives
•Benchmark•Best Practice
•What works•Current
social
footprint
Your
Business
Competition
Similar
Industry
Other
Industries
What social
CAN deliver
for the
business
What social IS
delivering for you,
for your competitors,
and industry
What people
and tech
capabilities
DO you have
@TiffanyStJames

20. Transtheoretical Model of Behaviour Change
Pre-contemplation
Contemplation
Preparation
Action
Maintenance
Raise
awareness
Combat
disengagement
Increase
relevance
Provide
solutions
Facilitate
action
Reinforce
Maintain
Generate
advocacy
Peer feedback
@TiffanyStJamesProchaska and DiClimente

21. Decide the right structure
@TiffanyStJames

22. A word on governance…
Code of Conduct
• The behavioural wish list
Policy
• Purpose
• Principles
• Statement of ethics
• Context for organisation
• Professional and personal use
Guidance
• How we use platforms here
@TiffanyStJames

23. Rebuttal & Mitigation
• Ownership, with clear roles and
responsibilities still key
• Mainstream media has a vital role
• People want clear, straightforward
information
• Speed
• Social media is driven by trust in
people, rather than organisations
• The audience have the tools to
investigate, record, publish and
mobilise now
Same
Different
Source: The Social Simulator

24. Sometimes you’ll need to be two-faced
Be a pedant
for analytics
Love your
customers
@TiffanyStJames

25. Surprise and delight your customers
@TiffanyStJames
People will forget what you said,
people will forget what you did,
but people will never forget how
you made them feel.
- Maya Angelou

26. Thank you!
Social Media Strategist
Tiffany St James
@TiffanyStJames
bit.ly/tiffanybio
slideshare.net/tiffanystjames
tiffany@stimulationltd.co.uk
@tiffanystjames
http://tiffanystjames.com
tiffanystjames

27. Embedding digital and social media capability in organisations