Enterprise Social Media - by KME Internet Marketing of DC

Social Media – the Enterprise Context

Social MediaThe Enterprise Context

Everything to Consider in ApproachingSocial Media for Your Business Enterprise

KME Internet Marketing is a full-serviceDigital Interactive Marketing and IT Firm

Located in the Washington DC Metro Region

Contact us at kmeinternetmarketing.com, or 800-483-1262

That’s right, we put this presentation together to help focusyour questions, create targeted discussions and ultimately helpyou formulate a strategy for approaching, addressing andplanning use of Social Media for your enterprise. It’s a big, ‘oleoutline.

This Presentation may in fact have some high-level answers –but it’s really just a conversation starter – so start theconversation, among yourselves, with others and with us –here at KME Internet Marketing.

This Presentation Has No Answers

Social Media – I don’t get it…

• Social media is people coming together online posting stuff for feedback, orposting feedback for stuff - talking, sharing, commenting. It’s generallyunderstood as Facebook, Twitter, LinkedIn, YouTube and everyone else.

• It’s all about customer or user-driven online activity, that publishers need tomonitor and engage – wherever and whenever it’s happening.

• Social Media includes basically any software and enabling service that allows freesharing of Internet-accessible content and feedback via open standards, with theintention of influencing an online dialogue between people.

• If you don’t do Social Media, it’s hard to understand Social Media – and youdon’t actually “do” Social, you “are” Social!

Social Media Can Mean DifferentThings, to Different People


• Everyone is using it, in pretty much every computer-accessible language

• The market growth of related tools and services is HUGE, especially for mobile –beyond the big 4 (Facebook, Twitter, LinkedIn, Google+), no clear winners yet

• Feedback loops via social media channels are appearing on every media type,with crossover and impact on the physical world (i.e. QRcodes, GPS, etc.)

• Most businesses started to answer the question LAST year – “should I care aboutsocial media?”


It’s Ubiquitous

• Your website probably already enables social media interaction (for example,does it automatically generate an RSS feed?)

• Your employees and their kids are using it, at home, work, school and the mall

• Your customers are using and talking about it, if even behind your back

• Related policies and services are already enabled and ready to use for you – didyou know that? (Hint – don’t check with the IT department, check with the PRand Security folks.)


You’re Probably Already Using It

• Ask around; ask your customers, your employees, your partners – are they usingsocial media? Do they want to now, or soon?

• Search for dialogue about your company, among its stakeholders – and not juston Google (YouTube is the 2nd largest search engine – try Bing, Blekko, Twitter)

• Check the competition’s activity, profiles and reputation; they can’t hide fromSpyfu, or Google Alerts

• Stop reacting; decide to plan and prioritize your proactivity towards engagingcustomers and partners in public

• Consider the laws that may matter to you (i.e. ADA, COPPA, FISMA, CreativeCommons, etc.)


Pay Attention – But Prioritize

What Will It Get You?


• If you have a great website on the Internet, but nobody sees it (or it’s on the 3rd

page of Google search results), is it really there?

• Decision-making, conversations and choices are being made and influenced rightnow within and between social media channels, about your company – have youseen these?

• Social Media is searchable, from Search Engines or the channels andcommunities themselves – not only the content generated by users, but theirsentiments and reactions, “likes”, ratings and flames

• Your company and its employees become more approachable, morepersonalized, more visible experts – easier to understand, access, repeat

• Beyond the Web – social media applications exist in their own containers, forexample, the most popular downloadable mobile apps are social

Social Media Benefits

Presence

• Your brand isn’t just a logo – it’s every kind of impression you or someone elsecreates about your company, in any media

• Your brand is constantly parsed, mashed, rendered, humanized out “in the wild”– can it survive this? Will it stand up to the digital media grinders?

• Branding can be very targeted in social media, to the person, to the conversation,to the mood of the dialogue

• You may actually need separate brands for separate social circles – demographicsfind you appealing for different reasons, in different social media settings

Brand Interaction


• Social media is unscripted, unencumbered, bi-directional communication withthe public – it’s PR without a leash, without constraint, completely transparent

• What do the PR people do, then? (Hint: they’re shifting from engaging audiences,to engaging communities and individuals)

• Are other communication forms still relevant, or can they be social? (i.e. email,fax, SMS, IM, etc.) Answer: Yes, but maybe not as fun or visually appealing

• Access the Social Networks, and access the customer – most users of socialmedia are first interested in their network’s opinion (what do my friends think?),and then in more general or broadcast communications

• Your Communication & PR Team need to be “Real-Time” now, and fluent in thelanguage and expressions of your customers.

Communications & Public Relations (PR)


Direct• Social Media Marketing and Advertising can be purchased, and directed at

specific audiences.

• It’s extremely cheap and easy, if the risks are managed

• The ROI is better than banner ads, but not dramatically (yet)

Earned• The very best marketing is generated by fans, supporters, employees,

stakeholders – on their own time and volition, with their own words…

• …so is the very worst

• Therefore, extra effort and attention must be made to drive earned advertising,yet monitor and respond throughout the whole lifecycle.

Marketing & Advertising


• Information, news, great comments, pictures can all be curated, tagged andvisualized for use on your own website, in your own communities

• Answers and feedback can be “crowdsourced” for research purposes, in real time

• Cool tools let users visualize, manipulate, and mess with your content – it’s fun,and they like it, and “mashing” just sounds good (especially for your futurecustomers)

• Great content, insightful opinion and useful information is easily, quickly andinexpensively shared, in both directions, when and where it helps the most

• Social Media is the muscle of change – develop, strengthen, use it!

The Cool Stuff


Social Media is a Tool(s)


• It’s challenging out there for web content and content owners – so many choicesand options exist to manipulate and share content…but these choices are justtools to select, to use appropriately, and to derive value from; they’re not theend game - unless you’re the tool-maker, of course :)

Social Media – It’s Just a Tool

Everything’s a Hammer

• You might have a blog, a few twitter accounts, a YouTube or Myspace account –maintained by various people, on the web, or on their PCs and phones.

• Islands of social media profiles, activity, attention will only create overwork andredundancy, and possibly conflicting or overlooked messages.

The Tools Can be Islands


• You’ve got a core website or blog that pulls in curated RSS feeds, automaticallypublishes via ping.fm and provide instant DMs to twitter signups, viewablethrough the embedded widget that’s also downloadable as an app…huh?

• Plan for integrated content syndication, use tools like Twitterfeed, Yahoo Pipes,Autoposts, etc. to leverage and automate some elements of communicatingthrough social networks…but automate judiciously, be human.

…Or, the Tools Can be Integrated


• Regardless of the number, distribution and types of social media used, ultimately,much better economies of scale and success will likely be achieved throughintegration of these tools for combined benefit – in terms of smooth handoffsbetween publishing process, governance, content reuse, account managementand data sharing.


Social Media Tools are Part of an IntegratedWeb Content Management System

The “Social” Piece


• It’s a phrase indicating a type, purpose and mechanism for sharing web contentand dialogue – that’s “personal”

• “Social” isn’t about broadcast or one-way messaging, alerts, notifications, pressreleases…it’s about engaging the community, whether the community isunderstood, known or not

• “Social Listening” is the very most important element – listen first, then act orengage

• Monitoring, measuring and managing comes AFTER listening – BE social, then DOsocial

Social Media – the Pieces and Parts

Social Media Isn’t Just a Word

• Communities and social interaction on the web require some level ofgovernance, for success and value – if that’s the goal (if there is a goal to bemeasured; sometimes there isn’t)

• Governance starts with policies, guidance, business rules or procedures – for thecommunity, its interactions, and the governance mechanism itself

• This can be as simple as moderation rules, or as complex as a multi-levelworkflow for approving subject matter experts to participate in certaindiscussions

• Governance of social media is an extension of overall content andcommunications governance

Social Media Governance


• Communities of Interest, Practice, Purpose – and Communities just for the heckof it…be sure the segment the communities you address at the appropriate levelof topical dialogue

• There are many types of durable groups or flash mobs, planned or not – mostcommunities have some roles to help govern process and outcome, but manyrely on the will of the crowd – the point is, “social” = “communities”, not justanother person or system.

• Take care to be certain of the “private” or “sensitive” nature of the community –some need to be private, others not so much.


Communities

• Social Networks enable multiple, diverse and personalized roles defined andtailored by the users – roles are driven from top-down, sideways, and bottom-upinterests, all at the same time. Roles also tend to identify individuals.


Community Roles

Consumer

Lurker

Moderator

Editor

Reviewer

SME/Expert

Marketer/PR

• Audiences are a little different than communities; tend to be more defined onthe one hand, but with fewer discernable roles or contributing responders on theother. Use of social media needs to take into account the different types ofaudiences and communities.

• Audiences also typcially include non-identifiable persons – i.e., who’s exactlywatching this TV show? Who searched for my product online yesterday inGoogle?


Audiences

• Does the equation (((“like” + “follow”) – “ignore friend request”) + “purchase”) =(loyal customer)*(all their friends)? Or just a disengaged admirer? Evaluating andpromoting the use of particular social currency and language is key to creatingand benefiting from your communities – and proving so, via analytics.

• Trust is the most difficult currency to earn, measure and retain as a specific ROIfrom leveraging social media – and it’s very often unspoken, visible only in theusers behavior, actions or inaction. Social Networks act as a “trust filter”, capableof instantly leveraging worldwide expertise and experience.

• You should seek to “give”, to “get” – in balance…i.e. give some information, to getsome information. Give more to get more, and it doesn’t necessary have to bethe exact same currency.


The Social Currency Equation

The “Media” Parts


• So little time, so many ways to describe the ‘Nats (Washington Nationals)…inpictures, cellphone video, tweets, podcasts, data mashups, stats XML or JSONfiles, inning-by-inning RSS, etc. Which kind of content or message types shouldbe used first in the Social Media world? Consider your own IT expertise.

• If it leaves or comes into your system, via your social media channels, you’ll haveto tag and store it, maybe back it up, maybe add metadata, maybe compress,translate or redact it…a good content inventory and data management systemcan help with this – as can an experienced Information & Data Architect (fromKME).

• Yes, social media is easy to use – but under the covers, there’s some significantInformation Technology and Data Management to be addressed, especially whenharnessing or integrating Internal social content with External social platforms.

Content and Message Types


• The content and media channels are used under various policies, standards,rules, compliance procedures – and are subject to monitoring, audits,reporting….all to mitigate risk, control costs, deliver quality. Content Managers,authors, publishers should all have access to guidelines, FAQs, training – andescalation processes – to help them treat content nicely and properly.

• Use of social media requires web content, data, process and IT governance –though it doesn’t need to be difficult and complex, just properly considered andaddressed!

• Guess what – you’ve got other media activities in play, via email, press releases,broadcast advertising, magazines etc….be sure to consider integration of theSocial Media with these other media, from a governance perspective.


Governance

• It’s much easier to govern content that’s posted or ingested into your own site,since you control the employee content use, systems and governancemechanism.

• It’s also easier to govern access to and use of social media tools on your own site– but carefully consider the use of social media on your site against the variousinterests of your organization. Also, think first about “joining” a social networkthat already exists, than “building” a new internal one – chances are many ofyour employees are already in that social network (like a LinkedIn group).


Govern Your Site

Some third-party sites like Flickr control themselves, their users and content usageaccording to reasonable terms of service, copyright laws and other “rules ofbehavior” – therefore governing the use of your data on their site…but many don’t,so you need to check.


…and Govern Your Content onSomeone Else’s Site (As Possible)

Publishing an RSS feed or Tweet is basically giving license to the world to utterlymangle and misuse it, to nobody’s benefit and your ultimate detriment – or perhapsnot. Governance applies to digital assets let loose for indeterminate usage,regardless of restrictions or terms-of-use you may have published – learn to protectyourself and your web content with limited disclosure, usage monitoring,watermarks, embedded attribution, timestamps, etc.

Govern your digital content in your enterprise, as it’s headed out the door, onother sites, and as it’s used or shared.


Your Content – In the Wild

3rd Party Tools, Services,Channels


There’s an unlimited supply of time and energy out there to create ways to manipulate information on theweb, tell everyone about it, and maybe make a few bucks. Thousands of tools are bogus or spam-inducing,thousands are pretty useful, thousands exist you’ll never know about, and a few are actually changing theworld. Here are some examples.

• RSS – is the key to open standards-based exchange of data with descriptive information, many variationsexist for different content types, for different messaging applications.

• Facebook & Twitter - will rule the world, unless you don’t “like” or “follow” them. Or “G+” them, inwhich case Google will rule the world, outside of the LinkedIn communities.

• API’s – open standards-based, inexpensive access to leverage social media as components or services ofyour own website are available for most useful tools – learn to use these for features, portable profiles,single sign-on, etc.

• LinkedIn and GovLoop – are very useful and highly engaged communities and social networks, where“return on relationship” can actually be measured in business or mission benefit

• Sharing & Bookmarking - many ways to “curate” a collection of things you like, and want to share withothers through lists, groups, collections. Don’t forget the URL shorteners.

Social Media – 3rd Party Tools

It’s a Big, Social Universe

• Commenting & Feedback – if you put it out there, inviting comment can be very useful andvaluable to the community…but all good debate needs some moderation. Feedback can bedetailed (like on Blogs and product review sites), or in signals (“click if helpful”) or socialcurrency (“like”).

• Monitoring and Analyzing – Lots of free tools to immediately take advantage of, fromGoogle Alerts and Analytics, to SocialMention, Hootsuite and Bit.ly.

• Vertical, Niche, Special Interest Social Networks – are all over, in many forms and formats;match your corporate taxonomies to the subject matter of these (this is where yourorganization can really use the services of an Information Architect (from KME)

• Help for You – there’s lots of help out there, even from the Feds - the US FederalGovernment is already helping many public agencies and constituents navigate and use 3rd-pary “Web 2.0” and Social Media tools – from cloud-based hosted email and portalservices, to use of Facebook under Government-specific Terms of Service. Check the GSA’sSocial Media Directory, at http://www.gsa.gov/portal/category/100139 orhttp://www.howto.gov/social-media .

The Social Universe - Continued

Social Media – 3rd Party Tools

IT Impacts to You,and to Your Enterprise


• How does this new channel and its tools and processes fit into the broaderEnterprise Architecture, in terms of standards, integration with other systems,alignment with business processes and IT investments?

• Are the tools, licenses or “Terms of Service” considered already under yourEnterprise Architecture standards?

• Will something you’ve already got fit the bill, albeit with some “tweaking”?

• Perhaps it’s time to “Sunset” the internal blog posting system, and outsource theplatform to a 3rd-party provider, “in the cloud”?

• Are there internal business processes that could really be streamlined, enhancedor otherwide become much more productive – with insertion of a Social Mediatool or process? Talk to an Enterprise Architect (from KME)!

Social Media – Enterprise IT Impacts

Enterprise Architecture

• The “social” component needs to be considered for every web design activity,internal or external – this includes not only the website itself, and the content orprofiles that live elsewhere, but the activities and “buzz” generation that goesinto new deployments, updates, features. This includes accessibility and usabilitybest practices (or laws, like Section 508), applied to these components as well.

• Be very aware that any new public application or website will HAVE to considerengaging individual users, communities – it will NEED to be social, but there areways to accomplish this without new social media tools, it’s all in the informationflow and interaction design (again, talk to an Information Architect from KME!).

• Free and proprietary tools exist that enable your staff, or users of your website,to combine and visualize open standards-based datasets in many new and usefulways, in real time or not…are you prepare to enable this, manage this, leveragethis? Can your application be created with someone else’s Mashup Tools?

Website and Application Design


• New content processes and media types for inbound or outbound data deservenew scrutiny from all security and privacy perspectives; control of PII, control ofSPAM, monitoring and response to viruses, protection of intellectual propertyand copyright, etc…


Security & Privacy

Content Management• Enterprise or Web Content Management Systems, along with embedded or

integrated “Social Business Software” (SBS), Portals, and other communitymanagement tools, should be carefully evaluated, configured and operated aspart of the holistic Enterprise approach to managing information – this includesIntranets, Extranets, Microsites, Content Networks, Groupware, etc.

• Social media, at the end of the day, relies on structured data.

Is it Working?


Monitor• It’s essential to monitor the online, public dialogue, engagement and

amplification or sharing activity for mentions about your brand, your products,services or people – many free tools and best practices exist for this, as well asvery sophisticated proprietary tools, from Google Alerts to Radian6.

Analyze• Is the dialogue or feedback helpful, useless, risky or buzz-worthy? What are the

KPIs, performance measures, metrics to track? Things like resonance,amplification, sentiment, reach, etc…many KPIs exist for evaluating the successvectors of social media – and should be aligned, balanced against the moretraditional website traffic analysis.

• The ROI of Social Media is a well-discussed topic all over the Internet – but it’svery difficult to actually define for your own Enterprise…an experienced, SocialMedia-aware IT Investment Analyst (from KME!) would be helpful here.

Social Media – Is it Working?

Monitor & Analyze

Respond• If you need to respond, you need to respond right away – to good things, bad

things, seemingly unrelated things; but response needs to be carefully balancedfor the motivation, context, visibility, etc…it’s the newest PR and PublicDiplomacy nightmare (but biggest opportunity), with oodles of new audiencetypes and cultures to engage.

Report• People need to know, and fast – reporting social media trends, activities and

critical threshold alerts itself can leverage social media; you don’t need to waitfor the daily summary, but more people need to know about the event thanyou’d think, to assess impact and contribute to response.

• Don’t forget to regularly report on the Social Media ROI, to those who care!

Social Media – Is it Working?

Respond & Report

What if it’s Not (Working)?


Damage Control & Recovery• People say stupid things – so do companies and partners…timely, balanced, fair

and targeted response is extremely important, as well as continued follow-upthrough resolution . Social media is a huge cause and contributor, but also is areally good way to target the communities, audience or person who’s beenimpacted.

Reputation Management• Over time, your online reputation may be suffering, in ways and regarding topics

you might now be aware of…countering this, especially with respect to durableInternet content and search engine results, may take a long time and manyresources – have a plan. Ask an experienced Internet Marketer. From KME.

Social Media – It’s Not Working

Protect Yourself, Your Brand

Change Authors!!• Some people just can’t write, or, their social awkwardness or less-than-optimal

Sheen-ified personal image conveys sheer ignorance to the virtual world…a smallgroup of “social media enthusiasts/champions/power users” with demonstratedsuccess can help identify and suggest changes in the authoring process, frompeople and their online behavior, to language, to marketing balance, to tools-of-choice. Let the engineers discuss engineering topics, and the young (at heart?)hipsters connect with the young hipsters. Get a new Copywriter, from KME!

Change Content & Delivery Channels• Maybe those marketing and recruitment messages are falling on deaf earbuds

through the Facebook page – are they better targeted for focused professionalforums, LinkedIn, or specifically-targeted paid advertisements? Monitor, Analyze,Adjust.

Change Things, Now

Social Media – It’s Not Working

Next Steps


7-Step Plan – A Way Ahead1. Talk through items 1-7 here – with as many as possible, plus a few “evangelists” and social media

“experts”…People will be the essential link in the strategy. Talk with us, here at KME.2. Align the business need, across the organization – Marketing, HR & Recruiting may want it, but IT wants

it to go away, the Product folks think it’s just more advertising and the Lawyers are clampingdown…executive championing, cross-department communication and documented business objectivesand performance measures are a must. Who’s accountable?

3. Create a Plan – Create a plan with milestones, things that can be monitored and showcased, alignedwith the resources and skills available. Include risk mitigation.

4. Balance the IT investment – You may need to rob Peter, to pay Paul – but perhaps posting the corporatevideos to YouTube and Vimeo via TubeMogul is cheaper and more useful than hosting your ownstreaming video server and SAN. How is the budget for Enterprise Content Management shared acrossthe organization? Also, not all Social Media is free, and the better tools and services for commercialpurposes should be purchased – lots of reasonable options.

5. Agree that all Web Design is Interactive, Portable Design – creative, audio/visual projects should alwaysconsider portability across multiple devices and media (including print), reuse in part or under sub-optimal rendering circumstances, and syndication to sites that don’t match the design.

6. Check the Governance – policies are likely necessary, or may require plenty of updates – thoughbalanced, and well distributed (through HR manuals, FAQs, training, community coaching, directives,standard operation procedures, etc.)

7. Harness the People - campaigning will be required for awareness, outreach, feedback, buy-in, training,roles & responsibilities adjustment, incentives, career impact, etc. New or old people will be doing newthings with new or old stuff. Understand that social media is 24x7. Identify the Social Media people!

Social Media – What to do Next

Social Media – at KME


• Industry Monitoring, Research & Analysis – What’s going on out there, do Icare?

• Product or Service Evaluation, Comparison, Prototyping – what’s the best CMS?Should we use the Google or Bit.ly URL shortener? Tweetdeck or Hootsuite formanaging social media interactions over Twitter?

• Business & Marketing Strategy – Let’s modify the budget, accomplish somegoals, save some money, do some good – what’s the balance between corporatecommunications, PR, marketing and community management?

• Digital Content & Engagement Strategy – Where should our content live, traveland how do we talk about it? With others?

Social Media at KME Internet Marketing

What We Offer –In Support of Social Media

• Interactive, Transmedia UX Design & Branding – your greatest and most fragileasset is the way you (and your website, in whole or part) look and behavetowards others, in any social media channel, on any device

• IT Strategy & Implementation – using social media will require IT investment, orattention

• IT Operations & Maintenance – someone’s got to keep the RSS feed monitor upand running

• Information Management – underneath social media processes and content, aremetadata, taxonomies and data management, movement & storagearchitectures. What about “knowledge” and “records” management”?



• Organization & Change Management – who’s going to do all this, and who’s theirboss? (Hopefully not the lawyers, but they need a voice too).

• SEO, Search & Interactive Marketing – online marketing, for people and searchengines, is applied both to your digital assets and to your social media activities

• Business Intelligence & Analytics – track and understand the value of your socialmedia investment, from the perspective of the entire enterprise – get morebudget and hire more community engagement managers!

• Social Media Monitoring & Communications – what’s being said about you, doesit need to be addressed? Right now, or over time? Daily messaging & dialogue,with some marketing/SEO plus a tracked URL shortener, makes the communityhappy – but sometime more or less is needed, especially in reaction to externalevents. Automate in balance.



Our Specialty!

• Contact us (we can deliver this presentation to a group):• Kelly McLaughlan• [email protected]• 800-483-1262

• Connect with us:• Follow us on Twitter: @KMEIntMktg• Like us on Facebook, Follow us on LinkedIn or Google+• Check out our website:

http://www.kmeinternetmarketing.com

Thank You!

Enterprise Social Media - by KME Internet Marketing of DC

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Transcript of Enterprise Social Media - by KME Internet Marketing of DC