building social proficiency across the organization

Building Social Proficiency Across The Organization Building Social Proficiency Across The Organization

Michael Brito, SVP, Edelman Digital

@Britopian

Before We Talk About How, Let’s Address The Why?

• Employee Advocacy: Employees are trusted; they can help feed the content engine

• Employee Collaboration: Innovation, Process improvement and an increase in productivity

• Partner Collaboration: Bringing products to market faster through social collaboration

• Social Marketing Excellence: Sharing best practices w/ other marketing teams, geographies; governance/compliance

5 Steps To Building Social Media Proficiency

1. Have a Vision

2. Establish A Center of Excellence

3. Create Actionable Curriculum

4. Build Workflows, Processes and Content That Enables

5. Start Thinking Like A Media Company

HAVE A VISION

•Aligned with business goals•Supported by executive management•Make it realistic

Establish A Social Business Center of Excellence

EVALUATETHE SOCIAL ECOSYSTEM

ESTABLISHA CENTRALIZED TEAM

OPERATIONALIZETHE SOCIAL BUSINESS CENTER OF EXCELLENCE

• Conversation and

sentiment analysis

• Surveys, polls and

stakeholder interviews

• Data mining from

internal communities

• Intelligence gathering

• Identify the right teams,

stakeholders and employees

• Establish roles, responsibilities

and frameworks, processes

• Achieve buy-in from senior

leadership

• Establish a measurement

framework

LISTEN

•Identify social listening and social CRM software

•Establish a social media listening center

•Determine internal & external topics

PLAN

•Create plan for employee training

•Process and collaboration design

•Crisis coms and customers support escalation tree

ENGAGE

•Launch programs, events and campaigns

•Manage internal collaboration and communication projects

•Expand teams and channels globally

Decentralized Centralized Hub and Spoke Multiple Holistic

* Examples of Organizational Structures From Altimeter

STRATEGY PLANNING EXECUTION MEASUREMENT

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Training

Policies

Technology

Content Plan

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Campaigns & Initiatives

General Community Management

Paid, Owned and Earned Media

Customer Support

Campaign Reporting

Best Practice Sharing

Community Management

Insights

PR and Corporate

Communications

CustomerSupport

Human Resources & Employee Comms

Product Marketing

Social Business Center of Excellence

How The Center Of Excellence Integrates

Knowledge Sharing / Best Practices / Training

Create Actionable Curriculum For Employees

Advanced Videos, Photos, BlogsRecord, upload video; live streaming, Google Hangouts, upload and tag images, write and publish blog content

IntermediateMicro Blogging, commenting, general conversation

Share Skype related news, announcements within micro blogging, create influencer lists, engage in general conversation

BasicListen, practice, follow ad optimize

Subscribe to Google Alerts, monitor Twitter and company blog, follow the Skype brand on Facebook and Twitter, subscribe to RSS feeds, optimize LinkedIn profile

HIGH

LOW

PA

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IPA

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EV

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Proficiency Level Activity Engagement Behaviors

CONTENT CREATOR

CONVERSATIONALIST

LISTENER

Create a comprehensive social media training curriculum that enables employees to engage based on various levels of participation.

CONTENT COMMUNITY MANAGEMENT

•Creating content that matters and drives mass engagement

•Optimizing frequency of posting using real time analytics and insights

•Creating content for search

•How to integrate social into paid and earned media initiatives

•How to be conversational when creating content

•Using community management to turn friends, fans and followers into brand advocates

•Using to real time data to identify influencers and advocates

•Preparing for crisis communications and managing customer support issues

•Building trust by building relationships

Enable Teams Be Smarter When Integrating Social Media

Create social media curriculum for functional teams that enables stronger social alignment, more relevant marketing and deeper community engagement, which leads to stronger customer relationships.

Build Workflows for Content Creation, Approvals, Distribution

Contributor Writes Content

Team BrainstormsContent Ideas

Sends to Editorfor Review

Content Approved

Content Not Approved

Scheduled for Publish

Posted to Social Channel

Content Manually Migrated to Social

Channel

AUTOMATED MANUAL

0 1 2 3 4 5 6

In Review/In Revision

In Review/In Revision

Assign Roles; Establish Global Content Calendar

AdministratorCreate accountsCreate calendars

ContributorsCreate content

Editors (SMCs)Approve contentAssign contentCurate, aggregate, publish

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2012 © Skype. Commercially confidential.

Find passionate employees that are social media savvy and who like to collaborate with other team members

Empower and enable social media champions, contributors and community managers to aggregate, curate and create content that is relevant to the brand voice, not necessarily about the product or features

PHASE

3Start Thinking Like A Media Company

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Enlist social media champions that we will be responsible for creating, curating and aggregating social media

content and publishing to specific ‘branded’ social media channels.

CONTRIBUTORS SOCIAL MEDIA CHAMPIONS(EDITORS)

Start Thinking Like A Media Company

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The Center of Excellence should enable and provide direction to regional champions; but content (& community

management) must be created/managed from the country or region.

CONTRIBUTORS SOCIAL MEDIA CHAMPIONS(REGIONAL EDITORS)

Duplicate Model For Regional Markets

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Michael BritoSVP, Social Business Planning

Edelman Digital – San Francisco

[email protected]

@Britopian

Thank you!