social media: balancing risk and control
DESCRIPTION
Talk in Sydney, November 2013 about balancing risk and control in social media for businessTRANSCRIPT
![Page 1: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/1.jpg)
Social media Balancing risk and control
Kate Carruthers Nov 2013
![Page 2: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/2.jpg)
http://www.socialmedianews.com.au/social-media-statistics-australia-may-2013/
Nov 2013 © 2013 Kate Carruthers 2
~50% of Australians are using Facebook
![Page 3: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/3.jpg)
Nov 2013 © 2013 Kate Carruthers 3
~4 million Australians are on LinkedIn
http://press.linkedin.com/News-Releases/305/LinkedIn-India-Crosses-the-20-Million-Member-Milestone
![Page 4: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/4.jpg)
Nov 2013 © 2013 Kate Carruthers 4
39 million people aged 65+ using
http://www.forbes.com/sites/sap/2013/05/20/the-overlooked-social-media-marketing-for-senior-citizens/
![Page 5: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/5.jpg)
Nov 2013 © 2013 Kate Carruthers 5
http://exchange.telstra.com.au/?p=25416
Each one of these is used by business
![Page 6: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/6.jpg)
http://exchange.telstra.com.au/?p=25416 Nov 2013 © 2013 Kate Carruthers 6
![Page 7: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/7.jpg)
Nov 2013 © 2013 Kate Carruthers 7
https://www.vividwireless.com.au/mobile-data-usage-in-australia
![Page 8: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/8.jpg)
Implications for business
Nov 2013 © 2013 Kate Carruthers 8
![Page 9: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/9.jpg)
Business context
• Democratisation of communication • Inversion of power relationships • Communication production in hands of
many • Growth in peer-to-peer • Mobile
Nov 2013 © 2013 Kate Carruthers 9
![Page 10: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/10.jpg)
Business context
• Mobile generation: – Assumes access to
any resources – Online – On demand – Real time – Anywhere – Any device
Nov 2013 © 2013 Kate Carruthers 10
![Page 11: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/11.jpg)
Business context
• Workforce changes • Co-working • Collaboration • Increased decentralisation • Shorter change cycles
Nov 2013 © 2013 Kate Carruthers 11
![Page 12: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/12.jpg)
Source: Kevin Kelly, h1p://www.kk.org/thetechnium/archives/2007/11/four_stages_in.php 12
“…a shift towards the individual as the centre of a network of relationships mediated and enabled by technology...”
![Page 13: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/13.jpg)
Business context
• Issues with boundaries: – between public and private – between personal and business – blurring between roles – increasingly difficult to establish
role clarity
Nov 2013 © 2013 Kate Carruthers 13
![Page 14: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/14.jpg)
Risk and governance
Nov 2013 © 2013 Kate Carruthers 14
![Page 15: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/15.jpg)
15
![Page 16: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/16.jpg)
Some key starting points
• Monitor your business online • Assign responsibility for social channels • Include social media in digital strategy • Link digital strategy to marketing strategy • Ensure cross media planning in place • Develop mechanisms to track progress
Nov 2013 © 2013 Kate Carruthers 16
![Page 17: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/17.jpg)
Monitoring
Training & skills
Risk management
Policy & guidelines
Nov 2013 © 2013 Kate Carruthers 17
![Page 18: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/18.jpg)
• Create and manage loosely connected networks
• Grow a business in a networked world • Engage people so they want to know more • Garner advocates for your business • Focus outward while protecting your brand
Nov 2013 © 2013 Kate Carruthers 18
The challenge
![Page 19: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/19.jpg)
10 Tips for integrating social
1) Digital strategy Social is just part of it, includes websites, email marketing, etc.
2) Tactical plans For implementation of campaigns
3) Resource plan Social is not free it needs people and tools
4) Tools Required to enable management, tracking and monitoring
5) Metrics Need to be decided prior to implementation to enable effective reporting
Nov 2013 © 2013 Kate Carruthers 19
![Page 20: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/20.jpg)
10 Tips for integrating social
6) ROI Need to track investment and results
7) Reporting For good governance
8) Roles & responsibilities
Defined and clear to all parties, in particular governance
9) Cross media plan Integration with other digital and marketing activities
10) Risk management Includes social media policies and procedures and crisis management process
Nov 2013 © 2013 Kate Carruthers 20
![Page 21: Social media: balancing risk and control](https://reader031.vdocument.in/reader031/viewer/2022020115/54c6211a4a79596e338b45db/html5/thumbnails/21.jpg)
Thank-you Slides available on: http://slideshare.net/carruthk
Nov 2013 © 2013 Kate Carruthers 21