social strategy getting your company ready
TRANSCRIPT
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Social Strategy:
Getting Your Company Ready
Jeremiah Owyang
Founding Partner
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May 27th, 2010
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© 2010 Altimeter Group
Companies Jump Into Social
Image by Roo Reynolds used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zerega/1366292835
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Yet Most Companies Fail to Plan Properly
Image by divemasterking2000 used with Attribution as directed by Creative Commons http://www.flickr.com/photos/divemasterking2000/3827673841
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Many companies do not engage with their customers
Source: http://www.engagementdb.com
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ENGAGEMENTdb ranked the world's most valuable
brands based on how they leverage social
media to interact with customers.
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Many companies like the idea, but do not fully execute
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Get Ready Internally First
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To be successful using social technologies,
companies must first prepare and align
internal roles, processes, policies and
stakeholders with their business
objectives. Social business is a profound
change that impacts all departments in the
organization.
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Getting Your Company Ready
• Research
• Planning
• Resources
Social Readiness Checklist and Scorecard
Questions
Agenda8
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Getting Your Company Ready
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Research
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Demographics
e.g. Where are moms online?
Customer profile11
Psychographics
e.g. Who are moms influenced by?
Source: “Digital Mom,” RazorFish and CafeMom, 2009
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1. Where are your customers online?
2. What are your customers’social behaviors online?
3. What social information or people do your customers rely on?
4. What is your customers’social influence? Who trusts them?
5. How do your customers use social technologies in the context of your products.
Socialgraphics12
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Engagement Pyramid13
Curating
Producing
Commenting
Sharing
Watching
Map out how your customers social
behaviors online in order to determine what
technologies to deploy.
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Community pain points
Source: Communispace
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Communispacecustomer communities allow marketers to gain insights from their own
customers
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Brand Monitoring Firms Offer Ability to Listen
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Market analysis16
Companies should constantly measure what competitors are
doing in the social space. Here are some examples in the
hotel industry that can be added to a chart of industry
assets.
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What is your company currently doing in the social space? What are employees doing? Product team, field, and support?
Identify internal experts by hosting brown bag lunches where anyone can share what they are doing in the social space.
Tip: Don’t relegate social media to Gen Y just because they use it for personal use.
Current social audit17
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Processes
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Crisis response plan19
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Social media triage20
Can you add value?
Evaluate the purpose
Respond in kind & share
Thank the person
Unhappy Customer?
DedicatedComplainer?
Comedian Want-to-Be?
NegativePositive
Yes No
Do you want to respond?
No Response
No
Yes
Take reasonable action to fix issue and let customer know action taken
Are the facts correct?
Gently correct the facts
No
No
No
Yes
Are the facts correct?
Does customer need/deserve more
info?
Yes
Explain what is being done to correct the
issue.
Yes
Is the problem
being fixed?
Yes
Let post stand and monitor.
No
Yes
NoYes
Yes
Assess the message
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Organizational Models
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One department controls all efforts
Consistent
May not be as authentic
e.g. Ford
Centralized22
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Organic growth
Authentic
Experimental
Not coordinated
e.g. Sun
Organic23
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One hub sets rules, best practices, procedures
Business units undertake own efforts
Spreads widely around the org
Takes time
e.g. Red Cross
Coordinated24
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Similar to Coordinated but across multiple brands and units
e.g. HP
Multiple hub and spoke or “Dandelion”25
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Each employee is empowered
Unlike Organic, employees are organized.
e.g. Dell, Zappos
Holistic or “Honeycomb”26
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Policies
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Disclosure/ethics policy28
From Walmart Elevenmom’sdisclosure policy:
“Participation in the WalmartElevenmoms program is
voluntary. Participants in the program are required to
clearly disclose their relationship with Walmart as well as any compensation received, including travel opportunities, expenses or products. In the event that products are received for
review, participants may keep or dispose of product at their
discretion.
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Social media policy29
Intel updates it’s Social Media policy regularly (last in March 2010) and offers
tips and pragmatic rules of engagement such as “Be transparent,”
“Be judicious,” and “Write what you know.”
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Community policy30
SeaWorld sets boundaries on its blog for readers. For example, Seaworld asks for favorite park experiences and tips, and will not post
“foul or offensive language.”
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Internal education31
Host brown bags, invite external speakers to talk, and promote
memberships in organizations like Social Media Club or Social Media
Business Council, as seen here. Internal training is important to
organizational change.
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Communication and collaboration32
Sites like Yammer, Socialtextand Socialcast offer
lightweight ways for staff to share insights and best
practices internally. Telligentis a more robust enterprise-
level tool.
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Resources
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Social strategist*:
• Responsible for the overall program, including ROI.
• There may be multiple strategists at each spoke.
Community manager:
• Customer facing role trusted by customers.
• Companies may have dozens of community managers.
Key roles34
*Look out for our research paper on the role of the Social Strategist later this year.
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Test to see that they focus on relationships, not campaigns.
Ask when they failed at social media – and what they learned.
• Hire only agencies with “scar tissue.”
Leverage agencies and have them train you in all things social.
• Enable fast, concerted entry into the market.
Be wary of agencies wanting to craft your strategy – only you can do that.
Agencies35
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Customer advocates36
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Executives:
• Approval to move forward, budget, allocate resources
Communications:
• What new skills will they need to learn and unlearn?
Employees:
• How will they be educated, armed, and supported?
Legal:
• Protect employees and corporation by co-creating policies and guidelines
Stakeholders37
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Reporting38
Web analytics Community analytics
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Jeremiah Owyang
web-strategist.com/blog
Twitter: jowyang
Thank you
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