IMC 462IMC 462Integrated Marketing Communications via Social Integrated Marketing Communications via Social

MediaMediaSummer 2011Summer 2011

Class Session 8Class Session 8Guest Lecturer, and Social EvolutionGuest Lecturer, and Social Evolution

August 1st 2011August 1st 2011

Welcome to our guest lecturer,Welcome to our guest lecturer,Meta Brown!Meta Brown!

Key TerminologyKey Terminology

Organizational Transformation- a profound and radical change that orients an organization in a new direction, moving to a new level of effectiveness- thus bearing little resemblance to the prior structure

sCRM (Social Customer Relationship Management)- the company’s response to the customer taking ownership of the relationship; it is designed to engage the customer in a mutually beneficial, transparent and trusted business environment

Evolution of Social MediaEvolution of Social Media

You’ve read the case studies from You’ve read the case studies from GroundswellGroundswell. Companies such . Companies such as Dell, Bell Canada, Razorfish, and BestBuy have solid as Dell, Bell Canada, Razorfish, and BestBuy have solid examples. What you are seeing is organizational transformation, examples. What you are seeing is organizational transformation, albeit on a small scale. Let’s discuss how these organizations albeit on a small scale. Let’s discuss how these organizations have gotten started.have gotten started.

Research (Monitoring Tools)Research (Monitoring Tools) What is being said about your company?What is being said about your company? Where is it being saidWhere is it being said

Preparation (Planning)Preparation (Planning) ObjectivesObjectives StandardsStandards Platforms and MetricsPlatforms and Metrics Content and ProductionContent and Production OptimizationOptimization

ParticipationParticipationPolicyPolicyPromotionsPromotions

Integration with other business unitsIntegration with other business unitssCRMsCRMSalesSalesCustomer ServiceCustomer ServiceProduct DevProduct DevHRHR

Darwinism’s Approach to Social MediaDarwinism’s Approach to Social Media

The technologies and market demands we’ve been reviewing will The technologies and market demands we’ve been reviewing will begin to require that organizations evolve and transform. The begin to require that organizations evolve and transform. The social media plans you are putting together- if they are to be social media plans you are putting together- if they are to be successful- must meet an organizations ability to absorb and successful- must meet an organizations ability to absorb and integrate these new conversations. Let’s think about:integrate these new conversations. Let’s think about:

Adaptation- Adaptation- from collaboration- how from collaboration- how well a company can do this reflects the well a company can do this reflects the degree to which sincere exchanges degree to which sincere exchanges can occur can occur

Organizational Transformation- this is where SCRM comes into this is where SCRM comes into focus- as social media become entrenched- organizations will focus- as social media become entrenched- organizations will need to organize themselves to respond to their social need to organize themselves to respond to their social customerscustomers

Are you seeing this Are you seeing this evolution in your evolution in your

businesses?businesses?

Social Media- Maybe It’s Not For You?Social Media- Maybe It’s Not For You?

Here’s an interesting approach- Here’s an interesting approach- social media isn’t marketing. The rationale is that social engagement is more like hanging out with others at a party- where you can discuss anything. Marketing would imply/demand you establish relationships for the purpose of eventually selling something. This is an inherent conflict, and one that you’ll need to address.

Social media may not be for you if:Social media may not be for you if:You are inherently not responsiveYou are inherently not responsiveYou are not a good communicatorYou are not a good communicatorYou are not into sharingYou are not into sharingYour updates are inherently not socialYour updates are inherently not socialYou don’t realize the true valueYou don’t realize the true value

What insight on What insight on this can you this can you share? Perhaps share? Perhaps from your work?from your work?

Klout-Klout-It’s Your Influence!It’s Your Influence!

Klout is a measure of your social network’s influence. You may look to an individual’s Klout score as you seek people to invite to join a community, retweet their comments, or ask them to retweet yours.

Here’s the measurements that supposedly go into Here’s the measurements that supposedly go into creating the algorithm. Note this is based on a scale of 1-creating the algorithm. Note this is based on a scale of 1-100, and the exact measurements are not disclosed.100, and the exact measurements are not disclosed.

Twitter:Twitter:• Following countFollowing count• Follower countFollower count• RetweetsRetweets• List membershipsList memberships• Spam accounts followingSpam accounts following• Klout of retweetersKlout of retweeters• Unique mentionsUnique mentions

Facebook:Facebook:• CommentsComments• LikesLikes• FriendsFriends

Klout Klout Score!Score!

Let’s sign up to get a score and Let’s sign up to get a score and see where you are influentialsee where you are influential