like minds 2010 social media operationalization presentation

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)

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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