Like Minds 2010 Social Media Operationalization Presentation

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A very short and basic primer on social media integration in the enterprise.

Transcript of Like Minds 2010 Social Media Operationalization Presentation

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olivier alain blanchard@thebrandbuilder

Like Minds ConferenceExeter, UK26 February 2010#LikeMinds

OperationalizingSocial Communications & P2P2

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Is the current PR model still adequate?

How should PR leverage social communications? 6

Social MediaManagerPRMarketingCustomerServiceTechnicalSupportBusinessDevelopmentHRC-suite

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Okay, were on Twitters and the Face Book.Now what?

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What many organizations forgot to askbefore getting into the Social space:What are we trying to accomplish?Define the objective FIRST.THEN come up with the tactics.

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Tactics dont dictate the objective.You knowWhat this team really needsIs more Social Media!

And more followers too! NO

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Objectives dictate tactics.I need 3 more touchdownsbefore half-time. What can I do to get there?YES

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Having a presence in Social MediaIs worthless unless you do something with it.

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What you do with your Social Media presenceneeds to be driven by purpose.

What are your objectives? Clarify them first.13

What departments in your companyare tasked with meeting those objectives?Marketing?PR?Customer Service?Biz Dev?14

MarketingPRCustomer ServiceBiz DevHow can Social Media support and enhance key business functions?15

Your business doesnt plug into Social Media.Social Media plugs into your business.

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Planning for Social Media Integration

MarketingCustomerServicePublicRelationsHRITAdvertisingReputationMgmt.BusinessDvlpmt.LegalCustomerSupportCollaborationBusiness FunctionsBusiness ProcessesMeasurementData AnalysisInternalCommunicationsResearchHow does Social Media fit into and across my organization?

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MarketingPRCustomerServiceBusinessDevelopmentHRCommunityManagerBloggerGuyThe current state of Social Media Integration:Buzzwords over Objectives:Engagement?Conversations?

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Social MediaManagerPRMarketingCustomerServiceTechnicalSupportBusinessDevelopmentHRC-suitePhase 1: Test Adoption

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SocialCommunicationsManagerPRMarketingCustomerServiceTechnicalSupportBusinessDevelopmentHRC-suitePhase 2: Marketing Adoption

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SocialCommunicationsDirectorPRMarketingCustomerServiceTechnicalSupportBusinessDevelopmentHRC-suitePhase 3: Operational Adoption

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VPSocialCommunicationsPRMarketingCustomerServiceTechnicalSupportBusinessDevelopmentHRC-suitePhase 4: Operational Integration

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MarketingPRCustomerServiceBusinessDevelopmentHRCommunityManagerBloggerGuyThe next step in Social Media Integration:Objectives over buzzwordsOnline Reputation ManagementReal-Time Customer SupportDigital Crisis ManagementMarket ResearchFRYDigital Brand ManagementInnovation

Collaboration24

MarketingPRCustomerServiceBusinessDevelopmentHRCommunityManagerBloggerGuyThe current state of Social Media Integration:Buzzwords over Objectives:Engagement?Conversations?

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MarketingPRCustomerServiceBusinessDevelopmentHRCommunityManagerBloggerGuyThe next step in Social Media Integration:Objectives over buzzwordsOnline Reputation ManagementReal-Time Customer SupportDigital Crisis ManagementMarket ResearchFRYDigital Brand ManagementInnovation

Collaboration26

Okay, so how do we make this happen?Thinking. Planning. Deploying.

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Three-Step ProcessStep 1: Strategy & development

Identifying goalsIdentifying key departmentsDeveloping strategies and tacticsSetting targets and budgetsClarifying intentProviding direction28

Three-Step ProcessStep 1: Strategy & development

Step 2: Operational DeploymentIdentifying goalsIdentifying key departmentsDeveloping strategies and tacticsSetting targets and budgetsClarifying intentProviding directionGetting departments up to speedTraining staffEnabling technology and toolsCreating the internal infrastructureWorking with Legal, IT, HR, etc.Creating guidelines Developing the organizationContinuous improvement29

Three-Step ProcessStep 1: Strategy & development

Step 2: Operational DeploymentStep 3: Management & ExecutionIdentifying goalsIdentifying key departmentsDeveloping strategies and tacticsSetting targets and budgetsClarifying intentProviding directionGetting departments up to speedTraining staffEnabling technology and toolsCreating the internal infrastructureWorking with Legal, IT, HR, etc.Creating guidelines Developing the organizationContinuous improvementCommunity managementOnline reputation managementMonitoring MeasurementDigital customer supportInternal collaborationEtc.30

Managing a fully deployed program

VP Social CommunicationsDeveloped the Social Communications InfrastructureOversees SM activityCoordinates SM activityProvides leadership + SupportCustomer SupportPR + Reputation MgmtMarketingMeasurementCommunity ManagementMonitoringSupportTriageData AnalysisReportingMonitoringResponding to crisesContent, events & Promotion

MonitoringResponding to inquiriesContentTriage

ResearchContent DevelopmentPromotionsInternalCollaborationHub / Channel31

MarketingPRCustomerServiceBusinessDevelopmentHRCommunity Mgr.Blogger guy

It makes absolutely no sense to expect that one Social Media rolecan properly serve all of an organizationsBusiness functions.Social Media Strategy?32

The four categories of roles in Social MediaDifferent Focus + Different perspectives33

Managing a fully deployed program

VP Social CommunicationsDeveloped the Social Communications InfrastructureOversees SM activityCoordinates SM activityProvides leadership + SupportCustomer SupportPR + Reputation MgmtMarketingMeasurementCommunity ManagementMonitoringSupportTriageData AnalysisReportingMonitoringResponding to crisesContent, events & Promotion

MonitoringResponding to inquiriesContentTriage

ResearchContent DevelopmentPromotionsInternalCollaborationHub / ChannelOften the biggestchallenge34

MONITORING

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HELPS YOU SPOTWHEN THIS HAPPENS.

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1. Every PR department should have a crisis monitoring plan.

2. Every PR department should have a crisis response plan.

3. Every PR department should have a crisis management plan.

The response and management plans should be practiced and audited at least quarterly.37

Crisis management is a team effort

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which requires planning and training

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as well as supervision.

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The alternative being this.

This used to take weeks. Not anymore.41

Integrated crisis response model

VP Social CommunicationsOversees ResponseProvides leadership + Support if neededDebriefs staff after incidentCustomer SupportPR + Reputation MgmtMeasurementCommunity ManagementMonitorsHelps the customer inreal time. Resolves thecrisis.Measures impactof activity.MonitorsWatches for escalationduring and after incident.Works with community managerand customer support if additionalsteps must be taken.

MonitorsAssists Customer SupportFollows up after the incident.

InternalCollaborationHub / Channel

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VPSocialCommunicationsPRMarketingCustomerServiceTechnicalSupportBusinessDevelopmentHRC-suite

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Ask away.Olivier Blanchard864.630.7398www.thebrandbuildermarketing.com@thebrandbuilder (on Twitter)

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Image Sources:

Page 1: Fail Whale TwitterPage 2: Portrait Ethan BlanchardPages 3, 4, 5, 6, 9, 10, 19, 45: Google ImagesPage 7: X-Ray of a building by Nick Veasey http://www.nickveasey.com/Page 8: Man at desk image from UFO, the series http://ufoseries.com/Pages 12-16: Olivier BlanchardPages 17, 18: Avatar people from X-Box LivePages 35-41: House Fire, by Olivier BlanchardPage 47: Chico, by Olivier BlanchardPage 48: Be Great Today, Triathlon image by Olivier Blanchard

http://www.todaysgolfer.co.uk/upload/45709/images/tiger-woods.jpghttp://cribbster.files.wordpress.com/2009/03/kevin-smith.jpghttp://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2009/12/20/1261330500884/Stranded-rail-passengers--015.jpghttp://bradfordpr.com/yahoo_site_admin/assets/images/microphones.139222137.jpghttp://images.google.com/imgres?imgurl=http://www.outofcontext.com/wp-content/uploads/2009/08/mike-tomlin-150x150.jpg&imgrefurl=http://www.outofcontext.com/category/sports/sunday-night-football/&usg=__EW98wvDU7tiaX1mI1JlUQCOEDJQ=&h=150&w=150&sz=8&hl=en&start=625&sig2=DsNqpeBUeGkTNoZn73__iA&um=1&itbs=1&tbnid=KSA1nyDiCs43kM:&tbnh=96&tbnw=96&prev=/images%3Fq%3Dmike%2Btomlin%26start%3D609%26um%3D1%26hl%3Den%26sa%3DN%26rlz%3D1G1SNNT_ENUS367%26ndsp%3D21%26tbs%3Disch:1&ei=itafS9WyFoP4tgOJz9H9Cg

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