emakina/social: selling social media inside your organisation!
DESCRIPTION
Emakina/Social: Selling social media inside your organisation!Presentation delivered by Audrey Benoit, Head of Emakina/Social, for the Social Media Forum in Brussels, 24/06/11.www.emakina.com/socialTRANSCRIPT
April 11, 2023
Selling social media in your organisation
Social media forum – Emakina/Social
Audrey Benoit – Head of Emakina/Social
“Hello, my name is Audrey. I’m responsible for Emakina/Social”http://www.emakina.com/social/index.cfm
In a previous life, I also was in Brick & Mortar
“Social media is a BIG, revolutionary, life-changing tidal wave having you enter into A NEW ERA...”
The last three years you have been told that…
With plenty of success stories
... A natural-born customer-centric organisation
... A digital native organisation
... Selling any cool B2C product
... An agile & flexible SME
... A rock star
However you are not…
... A regular Brick & Mortar organisation
... With well established working processes (and people!)
Marketing communicationExternal communication
Customer careOperations
IT developmentsLegal stamps
(Did someone say “Working in silos?”)
You are …
How to get therePrinciples
#FACTS
#REVELANT
#REALISTIC
Keep in mind
#FACTS
#REVELANT
#REALISTIC
Keep in mind
No fancy glitter. Measure conversations around you, your competitors, your industry.
#FACTS
#REVELANT
#REALISTIC
Keep in mind
No fancy glitter. Measure conversations around you, your competitors, your industry.
Define a meaningful presence that serves business purposes and customer needs
#FACTS
#REVELANT
#REALISTIC
Keep in mind
No fancy glitter. Measure conversations around you, your competitors, your industry.
Define a meaningful presence that serves business purposes and customer needs
You will not be a social Guru in one day. Learn to walk before running.
#ENGAGING
Keep in mind
Listen to what stakeholders have to say, their experience, their perception
Assess their social media knowledge
Involve them in the main decision-making steps
How to get thereProcess
A stepped approach – step 1
Do a pre-study Objective:
Get to know if there is a social opportunity & get a go ahead to work further
First wave of awareness build Conversations around your brand & products Competitor social strategy, tactics & conversations
analysis Industry best practices analysis Your target group conversation mechanics SHARE RESULTS!
A stepped approach – step 2
Set-up a social programme management office Objective: A group of key people in the
organization who are appointed to decide on the social program objectives, strategy, processes and rollout
Assess and upgrade their knowledge around social media
Decide if you need help for the next steps
RFI, RFP, BUDGET.
A stepped approach – step 3
Define a strategic plan and tactical roadmap Objective: One relevant and realistic direction Analyze past experiences if any Objectives & KPIs Positioning proposal Prioritized tactical roadmap & presence definition
A stepped approach – step 4
Get started with 1 or 2 pilots Define:
People in charge and interaction with other departments
Conversation strategy Build, measure and report results!
Objective: tangible, do-able Second wave of awareness build
Attention : you don’t get twice the chance to make a first impression!
A stepped approach – step 5
Run your tactical roadmap iteratively Tweak the program tactical actions based on results
& experience Gradually you are involving more people, projects,
departments Objective: Learn by doing
Report regularly Get social KPIs in executive reporting.
A stepped approach – step 6
Stay on top Don’t blindly run your program based on your own
experience Organize awareness sessions with externals Monitor and re-evaluate regularly competition &
best practices
A stepped approach – step 6
Stay on top Don’t blindly run your program based on your own
experience Organize awareness sessions with externals Monitor and re-evaluate regularly competition &
best practices
Share your experience! Anyone motivated to speak at a conference?
Thank youAudrey Benoit, Head of Emakina/[email protected]://be.linkedin.com/in/audreybenoit@TheSyxOne
www.emakina.com