like minds 2010 social media operationalization presentation
Post on 18-Sep-2014
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DESCRIPTION
A very short and basic primer on social media integration in the enterprise.TRANSCRIPT
olivier alain blanchard@thebrandbuilder
Like Minds ConferenceExeter, UK26 February 2010
#LikeMinds
OperationalizingSocial Communications & P2P
Is the current PR model still adequate?
How should PR leverage social communications?
Social MediaManager
PR
Marketing
CustomerService Technical
Support
BusinessDevelopment
HR
C-suite
Okay, we’re on Twitters and
the Face Book.Now what?
What many organizations forgot to askbefore getting into the Social space:
“What are we trying to accomplish?”
Define the objective FIRST.THEN come up with the tactics.
Tactics don’t dictate the objective.
You know…What this team really needsIs more Social Media!
And more followers too!
NO
Objectives dictate tactics.
I need 3 more touchdownsbefore half-time. What can I do to get there?
YES
Having “a presence” in Social MediaIs worthless unless you do something with it.
What you do with your Social Media presenceneeds to be driven by purpose.
What are your objectives? Clarify them first.
What departments in your companyare tasked with meeting those objectives?
Marketing?
PR?
Customer Service?
Biz Dev?
Marketing
PR
Customer Service
Biz Dev
How can Social Media support and enhance key business functions?
Your business doesn’t plug into Social Media.Social Media plugs into your business.
Planning for Social Media Integration
Marketing CustomerService
PublicRelations
HR IT
Advertising
ReputationMgmt.
BusinessDvlpmt.
Legal
CustomerSupport
Collaboration
Business Functions Business Processes
Measurement
Data Analysis
InternalCommunications
Research
How does Social Media fit into and across my
organization?
Marketing PRCustomer
ServiceBusiness
DevelopmentHR
CommunityManagerBlogger
Guy
The current state of Social Media Integration:
Buzzwords over Objectives:
“Engagement?” “Conversations?”
Social MediaManager
PR
Marketing
CustomerService Technical
Support
BusinessDevelopment
HR
C-suite
Phase 1: “Test” Adoption
SocialCommunications
Manager
PR
Marketing
CustomerService Technical
Support
BusinessDevelopment
HR
C-suite
Phase 2: Marketing Adoption
SocialCommunications
Director
PR
Marketing
CustomerService Technical
Support
BusinessDevelopment
HR
C-suite
Phase 3: Operational Adoption
VPSocial
Communications
PR
Marketing
CustomerService Technical
Support
BusinessDevelopment
HR
C-suite
Phase 4: Operational Integration
Marketing PRCustomer
ServiceBusiness
DevelopmentHR
CommunityManagerBlogger
Guy
The next step in Social Media Integration:
Objectives over buzzwords
Online Reputation ManagementReal-Time Customer Support
Digital Crisis ManagementMarket ResearchFRY
Digital Brand Management Innovation Collaboration
Marketing PRCustomer
ServiceBusiness
DevelopmentHR
CommunityManagerBlogger
Guy
The current state of Social Media Integration:
Buzzwords over Objectives:
“Engagement?” “Conversations?”
Marketing PRCustomer
ServiceBusiness
DevelopmentHR
CommunityManagerBlogger
Guy
The next step in Social Media Integration:
Objectives over buzzwords
Online Reputation ManagementReal-Time Customer Support
Digital Crisis ManagementMarket ResearchFRY
Digital Brand Management Innovation Collaboration
Okay, so how do we make this happen?
Thinking. Planning. Deploying.
Three-Step Process
Step 1: Strategy & developmentIdentifying goalsIdentifying key departmentsDeveloping strategies and tactics
Setting targets and budgetsClarifying intentProviding direction
Three-Step Process
Step 1: Strategy & development
Step 2: Operational Deployment
Identifying goalsIdentifying key departmentsDeveloping strategies and tactics
Setting targets and budgetsClarifying intentProviding direction
Getting departments up to speedTraining staffEnabling technology and toolsCreating the internal infrastructure
Working with Legal, IT, HR, etc.Creating guidelines Developing the organizationContinuous improvement
Three-Step Process
Step 1: Strategy & development
Step 2: Operational Deployment
Step 3: Management & Execution
Identifying goalsIdentifying key departmentsDeveloping strategies and tactics
Setting targets and budgetsClarifying intentProviding direction
Getting departments up to speedTraining staffEnabling technology and toolsCreating the internal infrastructure
Working with Legal, IT, HR, etc.Creating guidelines Developing the organizationContinuous improvement
Community managementOnline reputation managementMonitoring Measurement
Digital customer supportInternal collaborationEtc.
Managing a fully deployed program
VP Social CommunicationsDeveloped the Social Communications InfrastructureOversees SM activityCoordinates SM activityProvides leadership + Support
Customer Support
PR + Reputation Mgmt
Marketing
Measurement
Community Management
MonitoringSupportTriage
Data AnalysisReporting
MonitoringResponding to crisesContent, events & Promotion
MonitoringResponding to inquiriesContentTriage
ResearchContent DevelopmentPromotions
InternalCollaborationHub / Channel
Marketing PRCustomer
ServiceBusiness
DevelopmentHRCommunity Mgr.
Blogger guy
It makes absolutely no sense to expect that one Social Media role
can properly serve all of an organization’sBusiness functions.
Social Media Strategy?
The four categories of roles in Social Media
Different Focus + Different perspectives
Managing a fully deployed program
VP Social CommunicationsDeveloped the Social Communications InfrastructureOversees SM activityCoordinates SM activityProvides leadership + Support
Customer Support
PR + Reputation Mgmt
Marketing
Measurement
Community Management
MonitoringSupportTriage
Data AnalysisReporting
MonitoringResponding to crisesContent, events & Promotion
MonitoringResponding to inquiriesContentTriage
ResearchContent DevelopmentPromotions
InternalCollaborationHub / Channel
Often the biggestchallenge
MONITORING…
… HELPS YOU SPOTWHEN THIS HAPPENS.
1. Every PR department should have a crisis monitoring plan.
2. Every PR department should have a crisis response plan.
3. Every PR department should have a crisis management plan.
The response and management plans should be practiced and audited at least quarterly.
Crisis management is a team effort…
… which requires planning and training…
… as well as supervision.
The alternative being… this.
This used to take weeks. Not anymore.
Integrated crisis response model
VP Social CommunicationsOversees ResponseProvides leadership + Support if neededDebriefs staff after incident
Customer Support
PR + Reputation Mgmt
Measurement
Community Management
MonitorsHelps the customer inreal time. Resolves thecrisis.
Measures impactof activity.
MonitorsWatches for escalationduring and after incident.Works with community managerand customer support if additionalsteps must be taken.
MonitorsAssists Customer SupportFollows up after the incident.
InternalCollaborationHub / Channel
VPSocial
Communications
PR
Marketing
CustomerService Technical
Support
BusinessDevelopment
HR
C-suite
Ask away.
Olivier Blanchard864.630.7398www.thebrandbuildermarketing.com@thebrandbuilder (on Twitter)
Image Sources:
Page 1: Fail Whale – TwitterPage 2: Portrait – Ethan BlanchardPages 3, 4, 5, 6, 9, 10, 19, 45: Google ImagesPage 7: X-Ray of a building by Nick Veasey http://www.nickveasey.com/Page 8: Man at desk image from UFO, the series http://ufoseries.com/Pages 12-16: Olivier BlanchardPages 17, 18: Avatar people from X-Box LivePages 35-41: House Fire, by Olivier BlanchardPage 47: Chico, by Olivier BlanchardPage 48: Be Great Today, Triathlon image by Olivier Blanchard