Leverage on social media to engage with your stakeholders. A presentation at the PR Society of Indonesia 2011 conference in dec, 2011. Additional slides with video content have been removed.

1. Stakeholder Engagement
&
Social Media Networks
by Poonam Sagar
PT Infotech Solutions

2. Social Media 101

3. 30.000.000 users
1,293,131 tweets/day
40,829,720 users
860,000 users
6 hrs/month
51% download/stream video
5,270,658 blogs and growing
Social Media Landscape in Indonesia

4. Indonesia reported the highest
penetration, with 20.8 percent of
Internet users in the country visiting
Twitter ~ comscore

5. > 40,829,720 Facebook users & GROWING…
World rank: No. 2
Penetration of population: 17%
Penetration of online population: 136.10%

6. > 5 million blogs in Indonesia

7. social media is…
A Conversation
Powered
Managed
Organized and
Connected by ....

9. This presentation is NOT
about social media.
It’s about
Stakeholder Engagement.

10. Customers
Staff Suppliers
Company
Community Owners

11. Everybody…

12. Stakeholder Management Matrix
Identify who you should spend the most time and effort on, and collect
the names and addresses of the “Manage Closely” group
Keep Satisfied Manage Closely
Put enough work in with these
These are the people you must
people to keep them satisfied, but
not so much that they become bored fully engage and make the
with your message. greatest efforts to satisfy.
Interest
Keep Informed
Monitor Keep these people informed, and talk to
Monitor these people, but do not them to ensure that no major issues are
burden them with excessive arising. These people can often have
communication. influence in areas you are unaware of, as
seen in viral adoption.
Influence
Source: PM Hut blog

13. Storytelling…

16. Qantas fleet is grounded for 48 hours
and chaos ensues
Initial tweets came from
@QantasMedia
@QantasMedia used as
“breaking news” channel
Retweeted from
@QantasAirways
Ongoing updates from
@QantasAirways
Tone was formal, accurate,
factual, and authoritative

18. Framework for Engagement
Content presents
opportunities
and risks.
Moderators need
to be guided by
training, policy,
common sense
(and a little bit of
fear…)

19. Engagement is core business.
Objectives can only be met with
strategic communications:
• Inspiring potential and current staff
• Marketing products & services
• Company branding
• Community engagement
• Government affairs
• PR and Media relations

20. 5 Steps to Engagement
1: Assess Stakeholder Needs & Interests
2: Develop Rules Of Engagement
3: Identify Right Managers For YOUR
Stakeholders
4: Establish Internal & External Process
5: Train, Equip & Deploy (TED)

21. 5 C’s Engagement
Content: ongoing narrative (stories)
which educates, inspires, informs
and connects.
Context: deep understanding of how
participants within community
engage and the tools they
use to do so.
Connectivity: connecting members of
community in mutually beneficial
ways.
Continuity: sustaining efforts over
time, ensuring that community is
healthy and productive.
Collaboration: collaborative efforts of
participants who share, co-create
and edit each others efforts.

22. Blogging
Micro
RSS
Blogging
Feeds
Message Photo
Boards Sharing
Engagement
Chat tools Video
Rooms
Sharing
Social
Networkin Podcasts
g Widgets
Source: Universal McCann Companies Study on Social Media Trends
(March 2008)

23. Twitter
• Investor‐focused
• Greatly increased outreach and accessibility
• Be approachable, encourage questions, respond to
comments, acknowledge reTweets and mentions
• Push out corporate news, industry news,
interesting articles, goodwill news about peers
• Follow the people and communities that you want
to follow you
• Respond to all questions
Follow me @poonamsagar

24. Facebook
• Community focus
• Push out feel good news, job postings, no $$
stuff
• Be innovative to draw people to site – photo
contests, etc.
Corporate Blog
• Talk about non‐material but positive
‐
information
• Expand on press releases, frequent Q&As
• Increases Google rankings

25. LinkedIn
• Encourage employees to join – spreading corporate brand,
shows you’ve got qualified, high‐quality team
‐
• Participate in discussion groups – demonstrate that the
company has something to say
• Searchable with Google
SlideShare
• Post presentations
• Can track views, searchable with Google
• SlideShare pushes out “similar information” to members

26. YouTube
• Corporate videos, project videos, interviews
• Show credibility, personality
Webcasts
• Choose conferences with webcast option
– Expanded reach
– See spokesperson in action – credibility
– Archived and accessible
• Open up to online questions as well as phone

27. Online channels
inspire offline
behavior and
action…

28. Economic Success Includes
• Increasing sales
• Growing market share (or brand preference
share)
• Return on marketing investment
• Growing shareholder value or share price
• Increasing reputation and image (via external
rankings, stock price)
• Increasing the lifetime value of a customer
(brand loyalty)

29. Behavioral Change Includes:
• Raising awareness
• Shifting attitudes and change stakeholder
Perceptions
• Driving trial
• Inspiring action: Do more or Do less
• Recommending (e.g. net promoter
score)

30. Support Organizational Functions
Human Resources:
recruiting, retention, job descriptions
Internal Communications
collaboration, communication, resource sharing
Collaborative Training:
tools, processes, information-sharing
Product Development:
research, sentiment, real-time feedback
Customer Service:
Real-time reactions, listening, community feedback and support
Sales/Marketing:
engagement, lead generation, sales cycle development
http://www.flickr.com/photos/32955500@N08/3084647270/

31. Insight
Make decisions based on hard data.
• Answer questions ‘who, why and how’ first.
• Stakeholder profile: demographic
segments, activity, networks
• What content is valuable to them – how
might they share it?
• Make insight cycle perpetual using
analytics and reporting frameworks

32. •Listening •Dismissing
•Learning •Ignoring
•Conversing •Automating
•Sharing •Refusing
•Researching •Assailing
•Following •Boring
•Investing •Tiring
•Trusting •Repulsing
•Relating •Preaching
•Acknowledging •Annoying
•Doing
•Engaging

33. Quick Tips
• Brand your pages
• Choose the right person as your social media
spokesperson
• Show your personality
• But remember this is corporate
information, not personal
• Be creative
• Copy other people’s ideas
• Try new things

34. Source: simpliflying.com

35. To summarize…

36. Summary
• Empowered employees ambassadors
• Community engagement lifetime value for
multiple stakeholders
• Community managers engage Community
• TED: Train, Equip & Deploy community
TED:
managers on social platforms
• Success economic & behavioral
• Organizational implications between PR,
marketing & coordination with steering
committee

37. Your stakeholders are listening out for
you …
Building relationships:
reaching people how and
when they want.

38. Connect with me:
Poonam Sagar
Twitter: @poonamsagar
Email: poonam@infotech.co.id
Blog: poonamsagar.com
Company website: www.infotech.co.id