Growing a social culture final
description
Transcript of Growing a social culture final
![Page 2: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/2.jpg)
Pop quiz:
How social is Apple?
![Page 3: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/3.jpg)
Answer: More than you think
![Page 4: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/4.jpg)
Just because you’re on Facebook or Twitter doesn’t make you a social business
![Page 5: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/5.jpg)
Customer-centricity is the catalyst for transformation
![Page 6: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/6.jpg)
Re-engineer around customers
![Page 7: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/7.jpg)
So what does the connected customer look like?
![Page 8: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/8.jpg)
If they were born in 1994….
![Page 9: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/9.jpg)
![Page 10: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/10.jpg)
83% of companies believe social media is important for their business
Social Media Examiner Study http://bit.ly/I58nkI
![Page 11: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/11.jpg)
Yet only 6% believe their social listening and engagement initiatives are integrated across the organisation
Forrester Consulting and Dell Study http://bit.ly/HVVR5w
![Page 12: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/12.jpg)
Social media crises are on the rise
Altimeter Social Readiness Study
![Page 13: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/13.jpg)
The social sandwich
Top-‐down
Bo*om-‐up
Meat!
![Page 14: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/14.jpg)
You need support from senior management
![Page 15: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/15.jpg)
Un-silo social from marketing and sales
Sales Marke7ng Customer Service R&D IT HR
Legal Product Field Franchise Owners
Channel Partners
![Page 16: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/16.jpg)
Organising for social
http://www.slideshare.net/jeremiah_owyang/altimeter-webinar-state-of-the-social-media-management-system-industry
![Page 17: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/17.jpg)
Social Media “Centre of Excellence”
• Hub and Spoke model • Dedicated, cross-functional group
• Provides: – High-level strategic advice
– Governance
– Training
– Research
– Measurement frameworks
– Vendor selection
![Page 18: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/18.jpg)
Who leads it?
Emergence of the Social Media Strategist
![Page 19: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/19.jpg)
Don’t lockdown social channels
![Page 20: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/20.jpg)
Empower employees with governance and training
• Reduce potential risk
• Consistent brand experience
• Increased preparedness for crises
• Scalability
![Page 21: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/21.jpg)
Provide ongoing education
• Speakers
• Internal forums
• Communication programs
• Meet-ups
![Page 22: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/22.jpg)
Use social data to inform strategy
• Combine qualitative data collected ‘in the wild’ with existing qualitative metrics
• Get to the heart of customer intent and purchase behaviour
• Share data so every team can benefit
• Focus on uncovering actionable insight
![Page 23: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/23.jpg)
Establish processes to deal with rapid customer engagement
• Social media triage and workflows
• Crisis response plan
• Escalation process
• Response times
• Own the interaction
![Page 24: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/24.jpg)
Social Media Comment and Response Protocol
YES
NO YES
NO
NO
“Web Rage” Is the pos7ng a rant, rage, joke, or ridicule in nature?
NO
“Misguided” Are there erroneous facts or statements in the pos7ng?
NO
NO
YES
Monitor Only Avoid responding to specific post and people; monitor the
site for relevant informa7on and comments.
YES
YES
Fix the Facts Respond with factual
informa7on directly in the comment space.
(See the five possible responses below.)
Share Success Proac7vely share the story
and/or addi7onal informa7on.
Restora?on Rec7fy the situa7on, respond and act upon a reasonable
solu7on. (See the five possible responses below.)
Let Post Stand No response given.
NO
Transparency Disclose informa7on and any affilia7on to
Organiza7on
Sourcing Provide cita7ons, links, etc to credible sources
for accuracy
Timeliness Take 7me to create
good responses from a good point of view
Tone Respond in a tone that reflects on the high standards/quality
Influence Focus on the most
influen7al sites related to the industry
YES YES Response Op7ons & Combina7ons YES
NO
Evaluate
Concurrence A factual and well cited
response or opinion, which may or may not agree, yet the post is
not nega7ve.
Organiza7on can concur with the post, let it stand, or provide
a posi7ve review.
Does Organiza7on respond?
Comment or Pos?ng On organiza7on own website/network or a post on another site.
Is it a posi7ve pos7ng?
Final Evalua?on Base response on present circumstances, site
influence, and stakeholder prominence. Will Organiza7on respond?
“Unhappy Stakeholder” Is the pos7ng a result of a nega7ve experience?
“Trolls” Is this a site dedicated to degrading or
ridiculing others?
![Page 25: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/25.jpg)
Develop a Roadmap
• Short- and long-term
• Technology changes too rapidly
• Focus on how relationships with customers and employees will change, and
• How this will be handled throughout the business
![Page 26: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/26.jpg)
Don’t think screens. Think seamless experience.
![Page 27: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/27.jpg)
Find the right software
• Social Media Management Software – Hootsuite – Meltwater
• Listening – Radian6 – BuzzNumbers
• Collaboration – Socialtext – Basecamp
• Communication – Yammer
![Page 28: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/28.jpg)
Measure and integrate
• Set business objectives and KPIs
• Integrate with other data sources
• Real-time business intelligence
• Social CRM
![Page 29: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/29.jpg)
The Social Business Hierarchy of Needs
Al7meter Group (August 2011)
![Page 30: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/30.jpg)
One last thing…
![Page 31: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/31.jpg)
![Page 32: Growing a social culture final](https://reader034.fdocuments.net/reader034/viewer/2022051608/545befbbb0af9f952c8b45b5/html5/thumbnails/32.jpg)
Questions?
@malchia www.malchia.com