growing a social culture final
DESCRIPTION
Presented at the Social Media Management Conference, Sydney, April 2012TRANSCRIPT
Pop quiz:
How social is Apple?
Answer: More than you think
Just because you’re on Facebook or Twitter doesn’t make you a social business
Customer-centricity is the catalyst for transformation
Re-engineer around customers
So what does the connected customer look like?
If they were born in 1994….
83% of companies believe social media is important for their business
Social Media Examiner Study http://bit.ly/I58nkI
Yet only 6% believe their social listening and engagement initiatives are integrated across the organisation
Forrester Consulting and Dell Study http://bit.ly/HVVR5w
Social media crises are on the rise
Altimeter Social Readiness Study
The social sandwich
Top-‐down
Bo*om-‐up
Meat!
You need support from senior management
Un-silo social from marketing and sales
Sales Marke7ng Customer Service R&D IT HR
Legal Product Field Franchise Owners
Channel Partners
Organising for social
http://www.slideshare.net/jeremiah_owyang/altimeter-webinar-state-of-the-social-media-management-system-industry
Social Media “Centre of Excellence”
• Hub and Spoke model • Dedicated, cross-functional group
• Provides: – High-level strategic advice
– Governance
– Training
– Research
– Measurement frameworks
– Vendor selection
Who leads it?
Emergence of the Social Media Strategist
Don’t lockdown social channels
Empower employees with governance and training
• Reduce potential risk
• Consistent brand experience
• Increased preparedness for crises
• Scalability
Provide ongoing education
• Speakers
• Internal forums
• Communication programs
• Meet-ups
Use social data to inform strategy
• Combine qualitative data collected ‘in the wild’ with existing qualitative metrics
• Get to the heart of customer intent and purchase behaviour
• Share data so every team can benefit
• Focus on uncovering actionable insight
Establish processes to deal with rapid customer engagement
• Social media triage and workflows
• Crisis response plan
• Escalation process
• Response times
• Own the interaction
Social Media Comment and Response Protocol
YES
NO YES
NO
NO
“Web Rage” Is the pos7ng a rant, rage, joke, or ridicule in nature?
NO
“Misguided” Are there erroneous facts or statements in the pos7ng?
NO
NO
YES
Monitor Only Avoid responding to specific post and people; monitor the
site for relevant informa7on and comments.
YES
YES
Fix the Facts Respond with factual
informa7on directly in the comment space.
(See the five possible responses below.)
Share Success Proac7vely share the story
and/or addi7onal informa7on.
Restora?on Rec7fy the situa7on, respond and act upon a reasonable
solu7on. (See the five possible responses below.)
Let Post Stand No response given.
NO
Transparency Disclose informa7on and any affilia7on to
Organiza7on
Sourcing Provide cita7ons, links, etc to credible sources
for accuracy
Timeliness Take 7me to create
good responses from a good point of view
Tone Respond in a tone that reflects on the high standards/quality
Influence Focus on the most
influen7al sites related to the industry
YES YES Response Op7ons & Combina7ons YES
NO
Evaluate
Concurrence A factual and well cited
response or opinion, which may or may not agree, yet the post is
not nega7ve.
Organiza7on can concur with the post, let it stand, or provide
a posi7ve review.
Does Organiza7on respond?
Comment or Pos?ng On organiza7on own website/network or a post on another site.
Is it a posi7ve pos7ng?
Final Evalua?on Base response on present circumstances, site
influence, and stakeholder prominence. Will Organiza7on respond?
“Unhappy Stakeholder” Is the pos7ng a result of a nega7ve experience?
“Trolls” Is this a site dedicated to degrading or
ridiculing others?
Develop a Roadmap
• Short- and long-term
• Technology changes too rapidly
• Focus on how relationships with customers and employees will change, and
• How this will be handled throughout the business
Don’t think screens. Think seamless experience.
Find the right software
• Social Media Management Software – Hootsuite – Meltwater
• Listening – Radian6 – BuzzNumbers
• Collaboration – Socialtext – Basecamp
• Communication – Yammer
Measure and integrate
• Set business objectives and KPIs
• Integrate with other data sources
• Real-time business intelligence
• Social CRM
The Social Business Hierarchy of Needs
Al7meter Group (August 2011)
One last thing…
Questions?
@malchia www.malchia.com