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Imagine if you owned brand management …
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Slide 2
http://www.youtube.com/watch?v=CvVp7b5gzqU
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As of May 4th, 2010
Copyright © Open Text Corporation 2008 - 2010. All rights reserved.
3
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Copyright © Open Text Corporation 2008 - 2010. All rights reserved.
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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Copyright © Open Text Corporation 2000 - 2010. All rights reserved.
Slide 5
BC
The AUDIENCE is the MESSAGE,
And, more than that:
The AUDIENCE is the NETWORK
The network effect
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Need for metrics
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Policy
Corporatecompliance.org, August 2009
Do you have an employee social networking policy?
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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
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Copyright © Open Text Corporation 2008 - 2010. All rights reserved.
Slide 9
Governance, Risks & Compliance
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Executive reluctance
Copyright © Open Text Corporation 2008 - 2010. All rights reserved.
Slide 11
http://www.imdb.com/video/screenplay/vi3195601689/
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Social media is not a strategy,
it should support a strategy.
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An opportunity to transform the organization
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Keep in mind; we’ve been here before
Copyright © Open Text Corporation 2008 - 2010. All rights reserved.
Slide 14
http://www.youtube.com/watch?v=mcskckuosxQ
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Copyright © Open Text Corporation 2008 - 2010. All rights reserved.
Slide 15
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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)
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Universal Studios: Harry Potter Theme Park
From 7 to 350million
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Marriott: Blogger-in-Chief
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Idea
Det
ails
, R
atin
g,
Co
mm
ents
, S
end
to
Fri
end
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Stelter’s community
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Slide 20
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185 registered usersAdditional sends on days marked with white rockets
Stelter’s goal: 100 registered users
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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
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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
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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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Slide 24