the five ws of corporate social media

The Five Ws of Corporate Social Media

April, 2011 by Doug Lacombe, MBA

Agenda

•  The Five Ws of social media – Who – What – Where – When – Why

•  And how … •  Q&A

Social Media Revolution http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

WHO? Is anybody out there?

American public

Trends – Fortune 100

http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/Posts/Post.aspx?ID=254

Trends – Fortune 100

http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/Posts/Post.aspx?ID=254

Trends – Investor Relations

http://www.brunswickgroup.com/Libraries/Reports/Digital_Media_2010_FINAL.sflb.ashx

Trends – Business Journalists

http://www.brunswickgroup.com/Libraries/Reports/Social_Media_-_among_busmedia_web_version_zls.sflb.ashx

WHAT? Types of social media

Content versus engagement

Storage Conversation

WHERE? Relationship to mainstream media

Trends

Media Types

Paid  media   Earned  media   Owned  media  

Social Media Adoption Curve

• educa&on  

• observa&on  

• broadcast  

• par&cipa&on  

• rela&onships  

• collabora&on  

• social  media  experience  • November  2008  

• 1-­‐way  →  2-­‐way  

• take  value  →  add  value  

The “big six”

Storage Conversation

WHEN? Is the timing right?

Now!

•  Low risk in early pilot projects •  Secure brand before gold rush over •  Lurking = market research •  Make mistakes while audience relatively

unsophisticated •  Take part in shaping public opinion •  Access to labour, capital •  Must do pre-flight checklist if nothing else

WHY? Can’t we sit this out?

•  “Our audience isn’t on social media” •  “We don’t sell to consumers” •  “People will say mean things” •  “We don’t have time/resources to deal with

social media” •  “IT won’t let us”

Common objections

Econ 101

http://www.ingenesist.com/general-info/factors-of-production-for-an-innovation-economy.html

Land

http://www.theglobeandmail.com/globe-investor/shale-gas-play-a-no-mans-land-in-quebec/article1935124/

Labour

http://recruiting.jobvite.com/resources/social-recruiting-survey.php

Capital

http://www.q4blog.com/2010/07/30/infographic-public-company-use-of-social-media-for-investor-relations/

HOW? Where do we start?

PRE-FLIGHT CHECKLIST Safety first before you engage …

Pre-flight B.U.M.P.

•  Brand •  Understand •  Monitor •  Policy

STAFF Organize your crew

Flight crew

http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/

STRATEGY Plan your flight

Strategy

Hub & Spoke

http://www.n5r.com/blog/bid/52188/Blog-vs-Facebook-Which-Should-Be-Your-Social-Media-Hub

MEASURE Use your instruments

Takeoff

•  Pre-flight checklist: –  Secure your brand –  Understand and train your staff –  Buy a monitoring service –  Develop a policy

•  Develop your POST framework: –  People & stakeholders –  Objectives, KPIs, & Measurement –  Strategy –  Technology & Workflow

•  Editorial calendar •  Measure, assess, refine

Questions?

Doug Lacombe doug@communicatto.com