social media lifecycle management
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Social Media Opportunities and
Risks – A Lifecycle Approach for
the Enterprise
The program will begin shortly. Please listen to the webinar through your
computer audio. Make sure your speakers are turned on.
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
2
Some Reminders . . .
• During the call you can ask questions by clicking on the questions link at the top of your screen. We will
address these questions following the presentation.
• If for some reason we are not able to get to your question(s) in the time allotted, our presenters would
be happy to have a separate discussion to answer your inquiries.
• After the webinar, all attendees will receive a link to a copy of the presentation and recording
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
3
Discussion Topics
The Social Media Landscape
Questions and Answers
Risk Management
The Social Media Lifecycle
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
4
Discussion Topics
The Social Media Landscape
Questions and Answers
Risk Management
The Social Media Lifecycle
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
5
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
6
Base: 140 Global Corporate Social StrategistsSource: corporateventuringconference.com
Top External (or Customer-Facing) Social Strategy Objectives
2011
Social website integration is the top external priority in 2011 for 47% of
corporate Social Strategists
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
7
Adoption and Spending Forecast Reveals Key Trends for 2011
Source: corporateventuringconference.com
Internal Soft Costs: This includes Staff to Manage the program, Education and Training, and Research and Development
Customer-Facing Initiatives: This includes Ad/Marketing Spend on social networks, Traditional Agencies (deploying social media), Boutique Agencies (specializing in social media), and Influencer/Blogger Programs
Technology Investments: This includes Brand Monitoring, Community Platform, Custom Technology Development, Social CRM (SCRM), and Social Media Management Systems (SMMS)
Three major social business spending areas
Key Trends
• In 2011, corporations will increase spending on staff to manage social business though team sizes will remain small
• 78% of social strategists will invest in training and education this year, yet it will be underfunded• Corporations will invest heavily in ad and marketing on social networks, though fail to truly engage or leverage
the social graph• More corporations will adopt brand monitoring, increasing their investment by 56% over last year, but return
on investment (ROI) problem will persist• Advanced corporations will invest in custom technology development, including integration of social networks
on the corporate website• To scale, more mature programs will invest in nascent systems, such as social media management systems
(SMMS) and social CRM (SCRM)
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
8
Social Media Technologies by Function
Archiving & Compliance
Content Management
Monitoring & Analytics
• Tools to facilitate capturing and
storing social communications for
regulatory compliance
• Tools to control and prevent
violations
• Integration with existing archive
platforms
• Tools to facilitate centralized and
robust user interaction on social
networks
• Implements workflow to allow
review and moderation of content
• Central library for pre-reviewed and
approved content.
• Listen, monitor, and engage in
conversations in the social space
• Identify PR issues/negative events
• Platform to respond and engage in
customer relationship management
(CRM)
• Perform analysis on
monitored social
conversations
• Capture and measure brand
sentiment
• Calculate ROI and track
metrics
• Identify social trends and
activities
Example Vendors Example Vendors Example Vendors
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
9
Security Concerns
Social Network Users More Vulnerable To Security Risks
– 21% accept contact offerings from members they don't recognize
– More than half let acquaintances or roommates access social networks on their machines
– 64% click on links offered by community members or contacts
– 26% share files within social networks
– 20% have experienced identity theft
– 47% have been victims of malware infections
– Facebook has been hit with malicious applications and new version of the Koobface virus, which allows hackers to steal information from personal profiles
http://www.webpronews.com
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
10
Social Media Hacking Example
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
11
Another Risk – Social Widgets
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
12
Discussion Topics
The Social Media Landscape
Questions and Answers
Risk Management
The Social Media Lifecycle
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
13
The Social Media Lifecycle
Business
Strategies
STRATEGY
Establish linkage to corporate objectives
CREATING THE PLAN
Putting the plan into the corporate development
process
DEVELOPMENT AND CHANGE
MANAGEMENT
Developing the product and testing in a non-
production mode
IMPLEMENTATION AND MONITORING
Obtain final sign-offs and monitor the activity in a
production mode
MEASURING THE RESULTS
Collect data and validate against goals and adjust
approach as needed
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
14
Business
Strategies
STRATEGY
Establish linkage to corporate objectives
CREATING THE PLAN
Putting the plan into the corporate development
process
DEVELOPMENT AND CHANGE
MANAGEMENT
Developing the product and testing in a non-
production mode
IMPLEMENTATION AND MONITORING
Obtain final sign-offs and monitor the activity in a
production mode
MEASURING THE RESULTS
Collect data and validate against goals and adjust
approach as needed
The Social Media LifecycleStrategy Activities
• Specifically scope the intended use and expected outcomes
• Assess the competitive landscape to determine if social media
intentions are groundbreaking or already in existence from others
• Align the goals for social media usage with company business
objectives
• Determine potential social media functional options and align with
existing marketing/communications processes
• Develop an inventory of risks that will be assessed and managed
• Develop methods and metrics for measuring intended results
• Identify high-level schedule and intended delivery of capabilities
• Determine appropriate gates for “go/no-go” decisions on rolling
out the capabilities
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
15
Business
Strategies
STRATEGY
Establish linkage to corporate objectives
CREATING THE PLAN
Putting the plan into the corporate development
process
DEVELOPMENT AND CHANGE
MANAGEMENT
Developing the product and testing in a non-
production mode
IMPLEMENTATION AND MONITORING
Obtain final sign-offs and monitor the activity in a
production mode
MEASURING THE RESULTS
Collect data and validate against goals and adjust
approach as needed
The Social Media LifecycleCreating the Plan Activities
• Identify executive sponsorship for the work
• Identify the stakeholders for implementing the social media
capabilities and assign appropriate ownership
• Begin training of stakeholders
• Define functional requirements and prioritize them
• Determine impact on existing technical standards/patterns and
potential implications of new capabilities
• Select products/tools and implementation scheme (SaaS, self-
managed)
• Review the skills needed to deliver the social media capabilities
and identify gaps that may need to be addressed between those
that currently exist in the company
• Develop a detailed project plan to include timeline requirements,
resource needs, and dependencies on other initiatives
• Review company social media policies and revise as necessary
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
16
Business
Strategies
STRATEGY
Establish linkage to corporate objectives
CREATING THE PLAN
Putting the plan into the corporate development
process
DEVELOPMENT AND CHANGE
MANAGEMENT
Developing the product and testing in a non-
production mode
IMPLEMENTATION AND MONITORING
Obtain final sign-offs and monitor the activity in a
production mode
MEASURING THE RESULTS
Collect data and validate against goals and adjust
approach as needed
The Social Media LifecycleDevelopment and Change Management Activities
• Identify potential pilot and proof-of-concept needs
• Define the development environment design, and implement
necessary technical capabilities and tools support
• Review infrastructure management procedures and confirm
adherence to them
• Validate appropriate solution design and signoff procedures.
• Confirm testing requirements and overall design
• Confirm implementation requirements and coordination
• Define training requirements for pilot participants
• Design training curriculum and timing
• Develop communication plan for impacted internal and external
personnel
• Define necessary monitoring capabilities and procure necessary
tools
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
17
Business
Strategies
STRATEGY
Establish linkage to corporate objectives
CREATING THE PLAN
Putting the plan into the corporate development
process
DEVELOPMENT AND CHANGE
MANAGEMENT
Developing the product and testing in a non-
production mode
IMPLEMENTATION AND MONITORING
Obtain final sign-offs and monitor the activity in a
production mode
MEASURING THE RESULTS
Collect data and validate against goals and adjust
approach as needed
The Social Media LifecycleImplementation and Monitoring Activities
• Review final “go/no-go” requirements and determine appropriate
actions
• Conduct training with applicable personnel
• Create implementation checklist
• Distribute final communications to necessary internal and external
personnel
• Implement monitoring capabilities
• Monitor production activities and create accountability for issues
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
18
Business
Strategies
STRATEGY
Establish linkage to corporate objectives
CREATING THE PLAN
Putting the plan into the corporate development
process
DEVELOPMENT AND CHANGE
MANAGEMENT
Developing the product and testing in a non-
production mode
IMPLEMENTATION AND MONITORING
Obtain final sign-offs and monitor the activity in a
production mode
MEASURING THE RESULTS
Collect data and validate against goals and adjust
approach as needed
The Social Media LifecycleMeasuring the Results Activities
• Collect key measurements and analyze results
• Create reports to track results and comparison to intended metrics
• Identify gaps and determine ongoing expectations for results
• Determine next-phase (from pilot exit to full implementation)
capabilities and ongoing enhancements to the social media
capabilities
• Execute communications plan to socialize pilot results and define
next steps
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
19
The Social Media LifecycleGuiding Principles
Governance
• Ensure that the social media capabilities have appropriate oversight and ownership
• Coordinate/integrate social media efforts with other marketing activities
• Monitor market developments with emerging social media offerings
• Establish appropriate review and quality assurance steps
Capabilities
• Review current skill sets within the organization and validate what may be needed to
deliver social media efforts. Introductory and “expert usage” training is essential.
• Make sure that the IT organization is appropriately involved for evaluation and
consideration of social media designs
Integrity
• Establish an environment where capabilities can be developed with appropriate
oversight and security. Reinforce with clear policies and procedures.
• Design appropriate monitoring oversight for development and production environments
• Review interaction of social media capabilities with existing systems and business
processes
• Validate risks and ongoing monitoring steps
Security
• Validate security design
• Ensure appropriate access to development and production environments
• Review and implement automated tools to support security monitoring
• Integrate with your existing security and privacy practices
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
20
Discussion Topics
The Social Media Landscape
Questions and Answers
Risk Management
The Social Media Lifecycle
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
21
Regulatory/Legal Environment
• Three Italian Google executives are convicted of privacy violations
• The EU Article 29 Working party provided Opinion 5/2009 on social networking
• Increasing pressure is applied to Facebook to give its users more control over their personal information
• The U.S. Federal Trade Commission (FTC) has created guidelines on Internet privacy to protect consumers
• Senator McCain and Senator Kerry introduced a privacy bill that would require companies to clearly inform customers when their data is being collected and indicate how the information will be protected
• Canada has the Personal Information Protection and Electronic Documents Act (PIPEDA). Office of the Privacy Commissioner has been investigating Facebook.
• The U.S. HITECH act requires immediate disclosure to individuals and to media outlets when 500 or more individual records have been compromised.
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
22
Regulatory/Legal Environment (cont.)
• Google Inc. has agreed to settle Federal Trade Commission charges that it used deceptive tactics and violated its
own privacy promises to consumers when it launched its social network, Google Buzz, in 2010. The agency
alleges the practices violate the FTC Act. The proposed settlement bars the company from future privacy
misrepresentations, requires it to implement a comprehensive privacy program, and calls for regular,
independent privacy audits for the next 20 years. This is the first time an FTC settlement order has required a
company to implement a comprehensive privacy program to protect the privacy of consumers’ information.
• California has tried to pass a bill that would force Facebook and other social networking sites to allow parents to
police their children’s pages or face fines up to $10,000. The bill, known as the Social Networking Privacy Act,
would require sites to carefully monitor information on those pages of users younger than 18. It would also allow
the parents to demand the site take down whatever they deem unsuitable for their child.
• Maryland's proposed User Name and Password Privacy Protection Bill is intended to protect the personal privacy
of job applicants and employees in the State of Maryland. The bill was drafted because a Maryland Corrections
Officer was asked to turn over his Facebook user name and password during an interview.
• U.S. Representatives Ed Markey and Joe Barton introduced a bill that would make it very difficult for anyone to
go online and track young American children. The new bill would also prevent marketers from gathering
information concerning teenagers’ personal information and location.
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
23
Results from UK Survey
39%
NoPolicy
61%
Have Policy
Social media policy
Did you know ?
51% of workers surveyed claim to engage in social media during work
14% of workers know of somebody disciplined for inappropriate social media activity
Workers aged 18-24 are most regular users – 1 in 5 engage several times an hour
35% UK employees say social media activity is not allowed in workplace
Although policies may exist . . .
24% employees don’t know policy exists
16% receive guidance on what to say
8% receive guidance on what to upload
Source: Protiviti web article click here
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
24
Results from other recent studies
• Improve customer relations and build brands81%
• Value in recruitment69%
• Value in customer service64%
• Improves employee morale46%
• Enterprises will have a corporate face book40%
• Discretionary consumer spending influenced80%
Gartner predictions for 2015
Sources:
• Russell Herder and Ethos Business Law
Study http://www.marketingcharts.com,
• Gartner
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
25
What’s the Risk?
Information that is strategic to a company could be
inappropriately released. (“Company A whom I work for is
working on this cool new project to…”)
IP Loss
Data that potentially violates regulatory/compliance
requirements could be communicated. (“Celebrity A just came
to the hospital to have this treatment done…”)
Sensitive Data
Loss
Slanderous remarks and comments from a disgruntled
employee could created damaging perceptions. (“If you work
for Company B, you will be mistreated and not respected...”)
Reputation Risk
Statements or other shared media could violate regulatory
and compliance requirements. (“Famous person A just visited
our healthcare facility and was treated for…”)
Regulatory Risk
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
26
What’s the Risk? (cont.)
Remarks about company performance could impact stock
price and performance. (“The strategic plan for Company C is
not going to work and results are not going to be good…”)
Financial Risk
Release of information about what someone is doing or where
someone is traveling. (“Our executive team is meeting at
Location Z…”)
Safety Risk
Remarks made by an individual or friends of an individual
could be viewed by others (“I can’t believe what happened the
other night when I was out for dinner…”)
Personal
Reputation Loss
Appropriate involvement of stakeholders and executive
oversight do not correlate social media activities to company
objectives and culture.
Lack of
Governance
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
27
What’s the Risk? (cont.)
Metrics used to measure results of social media efforts may
be invalid or inappropriately measured leading to poor
decisions and investments.
Metrics Integrity
Risk
Access to social media sites opens the door to unauthorized
disclosure of information as well as in-bound malware and
phishing attacks.
Information
Security Risk
What is said on social media sites can, and will, be used
against individuals and companies in a court of law.Litigation Risk
The rich content and enormous traffic loads of social media
communication will consume network (bandwidth) and storage
resources. Knowing what to plan for is difficult.
Infrastructure
Stability Risk
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
28
Social Media Policies – An Opportunity
• Don’t Start From Scratch
– Leverage your existing policies (acceptable use, communications, HR, etc.) and use the topic to
reinforce what you have in place
– Many companies are sharing their work
• Use new technologies to raise awareness of security, privacy and your organization’s focus
on risk management
– Reinforce enterprise commitment and why it exists
– Make sure employees understand how the technologies will be used (Acceptable Use)
• Communicate the business need and the risks
– Socialize your decision and the criteria
– Use the opportunity to educate your employees on personal use
– Create process to gather feedback and incorporate changes into future versions of the policies
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
29
Where Organizations Typically Seek Assistance
• Refining the scope of the effort
– Help with defining what the intended benefits will be and linkage to other strategic initiatives
• Building meaningful and measurable metrics of merit
– Identify data sources for gathering metrics
– Develop scorecards showing trends and support for intended benefits
• Product selection and implementation
• Organizing a pilot and plan to scale
– Develop an appropriate timeline
– Identify appropriate stakeholders
– Provide perspective on available vendor tools and capabilities
• Identify and implement risk management capabilities
– Inventory risks based on the initiative
• Information security policy refinement
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
30
Discussion Topics
The Social Media Landscape
Questions and Answers
Risk Management
The Social Media Lifecycle
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
31
Contacts
Tom Andreesen
Managing Director
t: +1 913.685.6241
m: +1 913.707.8814
thomas.andreesen@protiviti.com
Cal Slemp
Managing Director
t: +1 203.905.2926
m: +1 203.247.2458
cal.slemp@protiviti.com
Ryan Rubin
Director
t: +44 207.389.0436
m: +44 7867.5066.90
ryan.rubin@protiviti.co.uk
John Hollyoak
Senior Manager
t: +1 312.364.4907
m: +1 312.952.0003
john.hollyoak@protiviti.com
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
32
Join Protiviti at Gartner Symposium ITxpo 2011
• Orlando, Florida, USA October 16 – 20, 2011
• Join 7,500 senior IT executives – including 2,000 CIOs
• Continue the discussion on social media and a host of other topics – meet with Protiviti
and Gartner experts
• Need more info? Visit http://www.gartner.com/technology/symposium/orlando/index.jsp
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
33
Appendix – Live Poll Results
© 2011 Protiviti Inc.
CONFIDENTIAL: This document is for your company's internal use only and may not be copied nor distributed to another third party.
34
Appendix – Live Poll Results
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