web 2.0 2010 - navigating the risks and reaping the rewards of social media

Imagine if you owned brand management …

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Slide 2

http://www.youtube.com/watch?v=CvVp7b5gzqU

As of May 4th, 2010

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3

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Slide 4

What are the risks?

Message

Loss of control

Negative publicity

Network effect

Organization

Key metrics

Policy

Productivity loss

Compliance

Doing nothing

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BC

The AUDIENCE is the MESSAGE,

And, more than that:

The AUDIENCE is the NETWORK

The network effect

Need for metrics

Policy

Corporatecompliance.org, August 2009

Do you have an employee social networking policy?

Productivity loss

77% of workers have a Facebook account

Of those workers with Facebook accounts, nearly two-thirds access Facebook during working hours

Those who access Facebook at work do so for an average of 15 minutes each day

87% of those who access Facebook at work couldn't define a clear business reason for using it

2009, Nucleus Research Study

Copyright © Open Text Corporation 2008 - 2010. All rights reserved.

Slide 9

Governance, Risks & Compliance

Executive reluctance

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http://www.imdb.com/video/screenplay/vi3195601689/

Social media is not a strategy,

it should support a strategy.

An opportunity to transform the organization

Keep in mind; we’ve been here before

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Slide 14

http://www.youtube.com/watch?v=mcskckuosxQ

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Rupert Murdoch knows

“Success in the online world will, I think, beget greater success in the printed medium. …

By listening more intently to our readers.”From his address to the American Society of Newspaper Editors

(April 13, 2005)

Universal Studios: Harry Potter Theme Park

From 7 to 350million

Marriott: Blogger-in-Chief

Idea

Det

ails

, R

atin

g,

Co

mm

ents

, S

end

to

Fri

end

Stelter’s community

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185 registered usersAdditional sends on days marked with white rockets

Stelter’s goal: 100 registered users

Social marketing maturity cycle

“Most” major Companies are

around here – or are trying to be…

Communication

CommunicationExpertise

EngagementCommunity

CommunicationExpertise

EngagementCommunity

Co-CreationServiceSupport

CommunicationExpertise

EngagementCommunity

ServiceSupportSales

Advocacy

CommunicationExpertise

EngagementCommunity

ServiceSupport

SalesAdvocacy

Social CRMSelf-service

Micro bloggingSocial Brand Pages

Yahoo! AnswersCommunity Participation

Corporate BloggingTools & Information

Sponsored CommunitiesCorporate ResponsibilitySponsored Conversations

Crowd Sourced InnovationSocial Q&As

Customer AssistanceService as Marketing

Social Lead GenerationSales or Employee Advocacy

Content Distribution

Adaptive SellingSocial Commerce

Integrated SupportCustomer-based distribution

Community/problem driven sales

Developing a social marketing strategy

Develop an initial strategy• Determine objectives for social

media• Select targeted channels and

tactics• Set timelines and measurement

criteria

Establish a team and governance model• Identity a core social media team, and regional

representatives• Identify content producers• Define and communicate a governance model

for official and casual use of social media

Start listening and monitoring• Understand what is being said about your

brand• Identify needs where your targets are,

what they talk about, and where we can add value

• Select key topics, and actively monitor the chatter

Test and learn• Select 2-3 specific focus

areas, with concrete, measureable results

• Initiate small campaigns – a blog, forum, twitter feed, video, etc.

• Measure the results

Expand (and measure)• Take what works, and

expand the investment – more content, more conversation

• Continue to measure the results, adjust investment as appropriate

LISTEN, PLAN, PARTICIPATE, MEASURE, EXPAND

To reap rewards: The three T’s

Technology can Enforce automated policy Empower transparency

Building Trust; that’s up to us

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