Padilla Making The Cultural Shift To Social Media


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  • We presented this to a board of directors for a non-profit the other day and we were introduced as they guys who would explain the difference between twitter and facebook. And I got up and said, actually not. Because what you want to know at the executive level is not the intricacies of twitter and delicious and oovoo and stumbleupon. You want to know that the organization has a plan, including a what-if plan.
  • Padilla Making The Cultural Shift To Social Media

    1. 1. June 22, 2010<br /> @jollierancher @eBob<br />#A4ward <br />
    2. 2. OR: How to Engage in Social Media Without Losing Your Marbles…<br />@jollierancher @eBob #A4ward <br />
    3. 3. What You’ll Hear Today…<br />The promise and peril of social media in corporate environments<br />How companies are embracing (or not embracing) social media <br />Implications for employees, customers, partners, other key audiences<br />Measurement and metrics<br />Optimizing use <br />3<br />@jollierancher @eBob #A4ward <br />
    4. 4. What You WON’T Hear…<br />Waxing poetic about how social media will make all other communications obsolete<br />How to set up a Facebook Fan Page<br />Whether you should use LinkedIn or Plaxo<br />The merits of TweetDeck vs. Tweep<br />Pros and cons of different blog platforms<br />4<br />None of this matters if you don’t know WHY you’re doing it!<br />@jollierancher @eBob #A4ward <br />
    5. 5. First, a Couple of Stories…<br />A case of serious buyer’s remorse…<br />What people are saying in the other room…<br />When a news release isn’t just a news release…<br />5<br />@jollierancher @eBob #A4ward <br />
    6. 6. Social mediais…<br /><ul><li>…information content…
    7. 7. …created by people…
    8. 8. …using highly accessible and scalable publishing technologies…
    9. 9. …that is intended to facilitate communications, influence and interaction…
    10. 10. …with peers and with public audiences…
    11. 11. …typically via the Internet and mobile communications networks. </li></ul>What’s This Social Media Thing?<br /><br />6<br />@jollierancher @eBob #A4ward <br />
    12. 12. Yeah, Social Media’s Big…<br />You’re hearing it from all sides<br />Lots of talk about tools<br />Some companies feel they’ve lost control already <br />Management is now asking<br />…It’s now about figuring out what to do about it<br />7<br />“We know we have to get into social media; we just don’t know how!”<br />@jollierancher @eBob #A4ward <br />
    13. 13. Corporations Want to Know<br /><ul><li>Where should I invest my time and resources?
    14. 14. Who owns it? Marketing? PR? Interactive? HR? Legal?
    15. 15. How do I get executive buy-in?
    16. 16. How do I staff/budget for this?
    17. 17. Do I need a Twitter (or some other) site? Really?
    18. 18. Can I show impact?
    19. 19. How do I avoid getting steamrolled?</li></ul>8<br />@jollierancher @eBob #A4ward <br />
    20. 20. Can You Really Control It? <br />9<br />@jollierancher @eBob #A4ward <br />
    21. 21. Who Defines the Brand These Days?<br />10<br />@jollierancher @eBob #A4ward <br />
    22. 22. There for everyone to see…<br />11<br />@jollierancher @eBob #A4ward <br />
    23. 23. You Never Know Who Will Define Your Brand…<br />12<br />@jollierancher @eBob #A4ward <br />
    24. 24. You Never Know Who Will Define Your Brand…<br />13<br />@jollierancher @eBob #A4ward <br />
    25. 25. The way we communicate<br />14<br />The old communication model <br />was a monologue<br /><ul><li>“Controlled”
    26. 26. Organized
    27. 27. On-message
    28. 28. One-way</li></ul>@jollierancher @eBob #A4ward <br />
    29. 29. And the way we communicate<br />15<br />The new communication model <br />is a dialogue<br /><ul><li>Interactive
    30. 30. Organic
    31. 31. Complex
    32. 32. Personalized and personable
    33. 33. Less separation of home and work
    34. 34. Democratized
    35. 35. Transparent</li></ul>@jollierancher @eBob #A4ward <br />
    36. 36. Objective<br /><ul><li>Fully capitalize on the promise of social media
    37. 37. Take a strategic approach that addresses </li></ul>The landscape of the conversation<br />The corporate implications<br />Integration into the corporate culture and existing communications efforts<br />16<br />You can’t control social media, but you can manage your efforts and outcomes.<br />@jollierancher @eBob #A4ward <br />
    38. 38. Getting the House in Order: A4ward Social Media StrategySM<br />17<br />@jollierancher @eBob #A4ward <br />
    39. 39. Assessment<br />18<br />@jollierancher @eBob #A4ward <br />
    40. 40. 19<br />@jollierancher @eBob #A4ward <br />
    41. 41. Assessment<br />Take stock of the social media landscape for the company and its top competitors<br />What the primary competitors are doing/not doing <br />What social networks (LinkedIn, Facebook, Twitter, industry forums, etc.) are actively discussing <br />What social “hubspots” have formed, if any<br />Who leads the conversation (key bloggers, tweeters, etc.)<br />What is being said/written about you and the industry<br />Deliverable: Report identifying the above, plus recommendations and opportunities to “Tune In,” “Join In” or “Lead” the conversation<br />Lay groundwork for ongoing social media monitoring and measurement<br />20<br />@jollierancher @eBob #A4ward <br />
    42. 42. Gauges of the Dialog – Sample Content<br />21<br />@jollierancher @eBob #A4ward <br />
    43. 43. Identifying the Hubspots – Sample Content<br />22<br />@jollierancher @eBob #A4ward <br />
    44. 44. Activation<br />23<br />@jollierancher @eBob #A4ward <br />
    45. 45. Activation<br />Establish a “Social Media” Council and Charter<br />Cross-organizational membership: Corp Comm, Marketing, Brand, Interactive, Legal, HR<br />Focal point for social media policy review and development<br />Guide company-wide use of social media for marketing, support and employee communications<br />Stay abreast of and share best practices that deliver the most business value<br />24<br />@jollierancher @eBob #A4ward <br />
    46. 46. Activation<br />Deliverables:<br />Social media assessment review<br />Inventory of social media tools and stewards<br />Corporate social media policy/guidelines<br />Company-wide monitoring system<br />Decision tool for responding to social media posts (positive and negative)<br />Decision tool for creating a new presence<br />Internal communications and training<br />Ongoing best practice sharing across brands<br />25<br />@jollierancher @eBob #A4ward <br />
    47. 47. Council Ongoing<br />Convene quarterly meetings<br />Updates on monitoring<br />Maintaining best practices<br />Monitoring<br />Guidelines<br />Etc.<br />Share program efforts and experiences<br />26<br />@jollierancher @eBob #A4ward <br />
    48. 48. Action<br />27<br />@jollierancher @eBob #A4ward <br />
    49. 49. Action<br /><ul><li>Who</li></ul>Relationship-building -- reporters, bloggers, analysts, vocal customers and prospects (sneezers)<br />Ambassador programs<br />Ongoing outreach<br />Where<br />Engagement plan for most important social networks and hubspots <br />Establish your sites (blogs, Facebook, Twitter, Ning, etc.)<br /><ul><li>Corporate vs. brands
    50. 50. Individuals
    51. 51. What</li></ul>Content creation and SHARING<br />Tools – SM press kits/room, RSS feeds, etc.<br />Events<br />28<br />@jollierancher @eBob #A4ward <br />
    52. 52. Amplify<br />29<br />@jollierancher @eBob #A4ward <br />
    53. 53. Amplify<br /><ul><li>Who</li></ul>How can YOU be the ones to follow?<br />Do reporters, bloggers and analysts follow you?<br /><ul><li>Where</li></ul>Create your own space/hubspot<br />Dominate a content category<br /><ul><li>What</li></ul>Best-in-class content, including video<br />Optimized content – keywords, links<br />Leading channel or network<br />Create buzz with unexpected transparency<br />Hyper sharing<br />30<br />@jollierancher @eBob #A4ward <br />
    54. 54. Measuring the Value <br />Decide what we’re measuring:<br />Quality of conversations and perceptions<br />Are we part of the dialog?<br />Are we being talked about?<br />What’s the overall sentiment?<br />Are they referring us to their friends/followers?<br />Quantity: <br /># of conversations<br />Are they sharing our content?<br />Our share of participation (vs. the competition)<br />Web analytics -- traffic to your Web site, traffic source, SEO ranking, number of products sold<br />31<br />@jollierancher @eBob #A4ward <br />
    55. 55. The “Yeahbutts”<br />32<br />@jollierancher @eBob #A4ward <br />
    56. 56. 5 Reasons Why Not<br />#1 – We’re a public/regulated company<br />All the more reason you should have a plan and clear guidelines<br />Look at Microsoft, General Mills, Rockwell Automation, Medtronic<br />#2 – My management is too conservative<br />Show them the dialog and the competition (you may have to scare them)<br />The conversation about you will go on with or without you<br />33<br />@jollierancher @eBob #A4ward <br />
    57. 57. 5 Reasons Why Not<br />#3 – We’re in B2B . . . or our customers don’t do Twitter (or even computers)<br />60% of B2B companies are using social media in marketing efforts<br />Reporters and analysts are using it; you can’t afford to be outside their circles<br />The next generation of skilled workers are being recruited online<br />It’s a rare decision-maker these days who doesn’t rely on online information<br />34<br />Sixty-six percent of the marketers surveyed said they are now using social media, up from 20% of respondents to the 2007 survey<br />– B2B Magazine<br />@jollierancher @eBob #A4ward <br />
    58. 58. 5 Reasons Why Not<br />#4 – We’re afraid of making a mistake<br />The biggest mistakes come from cluelessness<br />Jumping in without understanding the culture and ethics<br />Not being aware of, or not responding quick enough, to SM crises<br />Social media will embrace YOU, like it or not<br />Need a plan and discipline in place just like a crisis plan<br />#5 – We have all the communications plan we can afford<br />Start with listening – use basic, free tools<br />As traditional media outlets shrink, extend your media outreach to include new media<br />Leverage! You’re already creating the content. Share it further!<br />35<br />@jollierancher @eBob #A4ward <br />
    59. 59. A Summary<br /><ul><li>Social media will change but it’s here to stay
    60. 60. The tools only matter if you know what your strategy and approach is
    61. 61. You can’t control it, but you can embrace it
    62. 62. A4ward Social Media Strategy: </li></ul> Assess, Activate, Act and Amplify<br />36<br />@jollierancher @eBob #A4ward <br />
    63. 63. Questions?<br />37<br />@jollierancher @eBob #A4ward <br />
    64. 64. Thank You<br />612-455-1700<br /><br /><br /><br />Minneapolis – New York<br />