by Poonam SagarPT Infotech Solutions

Stakeholder Engagement &

Social Media Networks

Social Media 101”

40,829,720 users1,293,131 tweets/day

860,000 users

5,270,658 blogs and growing

30.000.000 users

6 hrs/month

51% download/stream video

Social Media Landscape in Indonesia

Indonesia reported the highest penetration, with 20.8 percent of Internet users in the country visiting Twitter ~ comscore

Penetration of population: 17% Penetration of online population: 136.10%

> 40,829,720 Facebook users & GROWING…

World rank: No. 2

> 5 million blogs in Indonesia

social media is…A Conversation Powered Managed Organized and Connected by ....

”

This presentation is NOT about social media.

It’s about Stakeholder Engagement. ”

Company

Customers

Suppliers

OwnersCommunity

Staff

Everybody…

Stakeholder Management MatrixIdentify who you should spend the most time and effort on, and collect

the names and addresses of the “Manage Closely” group

Source: PM Hut blog

Manage CloselyThese are the people you must

fully engage and make the greatest efforts to satisfy.

Keep SatisfiedPut enough work in with these

people to keep them satisfied, but not so much that they become bored

with your message.

Keep InformedKeep these people informed, and talk to them to ensure that no major issues are

arising. These people can often have influence in areas you are unaware of, as

seen in viral adoption.

MonitorMonitor these people, but do not

burden them with excessive communication.

Influence

Inte

rest

Storytelling…

Qantas fleet is grounded for 48 hours and chaos ensues

Initial tweets came from @QantasMedia

@QantasMedia used as “breaking news” channel

Retweeted from @QantasAirways

Ongoing updates from @QantasAirways

Tone was formal, accurate, factual, and authoritative

Framework for EngagementContent presentsopportunitiesand risks.Moderators needto be guided bytraining, policy,common sense(and a little bit offear…)

Engagement is core business.

Objectives can only be met with strategic communications:

• Inspiring potential and current staff• Marketing products & services• Company branding• Community engagement• Government affairs• PR and Media relations

5 Steps to Engagement1: Assess Stakeholder Needs & Interests2: Develop Rules Of Engagement

3: Identify Right Managers For YOUR Stakeholders

4: Establish Internal & External Process5: Train, Equip & Deploy (TED)

5 C’s EngagementContent: ongoing narrative (stories)

which educates, inspires, informs and connects.

Context: deep understanding of how participants within community engage and the tools they

use to do so.Connectivity: connecting members of

community in mutually beneficial ways.

Continuity: sustaining efforts over time, ensuring that community is healthy and productive.

Collaboration: collaborative efforts of participants who share, co-create and edit each others efforts.

Engagement tools

Blogging Micro

Blogging

Photo Sharing

Video Sharing

PodcastsWidgets

Social Networki

ng

Chat Rooms

Message

Boards

RSS Feeds

Source: Universal McCann Companies Study on Social Media Trends (March 2008)

• Investor‐focused• Greatly increased outreach and accessibility• Be approachable, encourage questions, respond

to comments, acknowledge reTweets and mentions

• Push out corporate news, industry news, interesting articles, goodwill news about peers

• Follow the people and communities that you want to follow you

• Respond to all questions

Twitter

Follow me @poonamsagar

Facebook• Community focus• Push out feel good news, job postings, no $$

stuff• Be innovative to draw people to site – photo

contests, etc.

Corporate Blog• Talk about non‐material but positive

information• Expand on press releases, frequent Q&As• Increases Google rankings

LinkedIn• Encourage employees to join – spreading corporate

brand, shows you’ve got qualified, high‐quality team• Participate in discussion groups – demonstrate that thecompany has something to say • Searchable with Google

SlideShare• Post presentations• Can track views, searchable with Google• SlideShare pushes out “similar information” to members

YouTube• Corporate videos, project videos, interviews• Show credibility, personality

Webcasts• Choose conferences with webcast option– Expanded reach– See spokesperson in action – credibility– Archived and accessible• Open up to online questions as well as phone

http://www.flickr.com/photos/pinksherbet/4456978157/in/photostream/

Be genuine

Be honest

Really engage in conversation

Really connecting as an entity means

Invest in developing relationships

letting individuals shine too

Online channels inspire offline behavior and action…”

Economic Success Includes

• Increasing sales • Growing market share (or brand

preference share)• Return on marketing investment• Growing shareholder value or share price• Increasing reputation and image (via

external rankings, stock price)• Increasing the lifetime value of a customer(brand loyalty)

Behavioral Change Includes:

• Raising awareness• Shifting attitudes and change

stakeholder Perceptions• Driving trial• Inspiring action: Do more or Do less• Recommending (e.g. net promoterscore)

Support Organizational Functions

Human Resources:recruiting, retention, job descriptions

http://www.flickr.com/photos/32955500@N08/3084647270/

Internal Communicationscollaboration, communication, resource sharing

Collaborative Training:tools, processes, information-sharing

Product Development:research, sentiment, real-time feedback

Customer Service:Real-time reactions, listening, community feedback and support

Sales/Marketing:engagement, lead generation, sales cycle development

Insight

Make decisions based on hard data.• Answer questions ‘who, why and how’

first.• Stakeholder profile: demographic

segments, activity, networks• What content is valuable to them – how

might they share it?• Make insight cycle perpetual using

analytics and reporting frameworks

Barriers to EngagementMulti-level approvalsInability to respond quicklyTalking logos

Not knowing what the stakeholder wantsNot delivering valueOne-way conversationsNo entry paths to participation

http://www.flickr.com/photos/glenscott/860805757/sizes/l/in/photostream/

•Listening•Learning•Conversing•Sharing•Researching•Following•Investing•Trusting•Relating•Acknowledging•Doing•Engaging

•Dismissing•Ignoring•Automating•Refusing•Assailing•Boring•Tiring•Repulsing•Preaching•Annoying

Quick Tips• Brand your pages• Choose the right person as your social mediaspokesperson• Show your personality• But remember this is corporate

information, not personal• Be creative• Copy other people’s ideas• Try new things

Interest in Listening

Willing to Take RisksAbility to

Respond Quickly

Belief in Transparenc

y

http://www.flickr.com/photos/71325969@N00/2634561264/

Belief in Stakeholder Engagement

Source: simpliflying.com

To summarize…

Summary• Empowered employees ambassadors• Community engagement lifetime value for

multiple stakeholders• Community managers engage Community• TED: Train, Equip & Deploy community

managers on social platforms• Success economic & behavioral • Organizational implications between PR,

marketing & coordination with steering committee

Your stakeholders are listening out for you …

Building relationships: reaching people how and when they want.”

Connect with me:Poonam SagarTwitter: @poonamsagarEmail: poonam@infotech.co.idBlog: poonamsagar.comCompany website: www.infotech.co.id