The Social Operating Model - Whitepaper · elements of the Social Operating Model. 02 Recommend. -...
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The Social Operating Model As the scope of social media expands within the enterprise it’s never been more important to have the right supporting capabilities in place. And yet organisational complexity often makes this far from plain sailing.
Transcript of The Social Operating Model - Whitepaper · elements of the Social Operating Model. 02 Recommend. -...
The Social Operating Model
As the scope of social media expands within the enterprise it’s never been more important to have the right supporting capabilities in place.
And yet organisational complexity often makes this far from plain sailing.
© slp consulting limited 201602
CUSTOMER FACING ACTIVITY
ELEMENTS OF THE SOCIAL OPERATING MODEL
Crisis&riskmanagement
Technologyvendorselection
Socialmedialistening
Businesscentricreporting
Socialsteeringgroups
Socialmediaaccount
architecture
Colleaguepolicy&training
Clientvsagencyaccountability
Today’s social media environment
StreamingvideoliveonInstagram.Reachingmillionsofpeoplewithapieceofcreative.GIFandemojibanterwithcustomers.WorkingwithdynamicYouTube contentcreators.Realtime
customercareviamessagingbots.CircularvideoonSpectacles.
It’shardlysurprisingthatthesecreative,cutting-edge,customer-facingaspectsofsocialmediaattractthelion’sshareofattention(andeffort)withinmostorganisations.
However,lookinsidethebrandsusingsocialmediamosteffectivelyandyou’llfindanequalfocusonsupportingcapabilities.Thesecapabilities,whichlive“behindthescenes”,areessentialinhelpingorganisationssuccessfullymanagetheopportunitiesandrisksthatsocialmediapresents.
Fromprinciplesonwhentoestablishanewsocialmediaaccounttobuildingsteeringgroupswiththerightdecisionmakers,wecollectivelycalltheseelementstheSocialOperatingModel.
However,there’softenalackofclarityorconsensusaroundthesecrucialelements… theoneswhichultimatelygovernhowanenterpriseusessocialmedia.Readonforsixreasonswhy
© slp consulting limited 201603
A social media account architecture based on emotion.
- Largebrandsfrequentlyoperateaplethoraofsocialmediaaccounts.
- These oftenincludelegacyaccountsestablishedin“theearlydays”whichhaveevolvedorganically,oronessetupbybusinessunitskeentoplantametaphoricalflagintheground.
- Theresultingarchitecturesareoftenimpracticalforteamstomanage,orstructuredinwaysthatareconfusingtotheaudience.
Helping social media putdown roots.
- Becausesocialmediahelpstosupportmultiplepartsoftheenterprise,itcanbetoughtodecidewhereresponsibilityshouldultimatelysit.- Plus,astheprestigeof“owningsocial”intheorganisationgrows,there’sincreasedcompetitionfromdifferentbusinessunitstoassumecontrol.- Withoutclearobjectivesandstronggovernance,thiscanresultinfragmented,inefficientactivity,orevencontradictorymessages beingdeliveredtotheaudience.
Social media changes. And itchanges fast.
- Socialnetworks,formatsandtrendsevolveunlikeanymarketingdisciplineinhistory.Thelevelofnuanceisunprecedented.- Changingfromatraditionalmindsetof“plannedandpolished”toquicklyjumpingonopportunitiesand“failingfast”isdifficult.Difficult,butessential.
- Guidingprinciplesthatgiveflexibility,withinboundaries,areamust.
Don’t ignore your most valuable asset. Your people.
- Thelinesbetweenpersonalandprofessionaluseofsocialmediaaremoreblurredthanever.
- Mostorganisationshaveasocialmediapolicy,butthey’reoftentext-heavydocumentswhicharehardtodigest(orsimplygounread).- Atbestemployeesaren’tconfidenttoadvocatetheirworkonlineandatworstitcanleadtodisciplinaryactionordataprivacyissues.- These policesneedtobebroughttolifeincreativewaysthatengage colleagues.
Pick a number.Any number.
- Withsomanythingsyoucanmeasure,socialmediaisripefordeathbytoomuchdata.
- Therealdangeriswhenbrandsinsistonwrappingsocialperformanceintonice,neat(andoftenmeaningless)metricsjusttofitanexistingreportingstructure.- Withoutduecontext,metricssuchasaverageengagementrateserveonlytohideinsightsintowhat’sdriving,orholdingback,performance.
We need to talk aboutbroken feedback loops.
- Manyorganisationsnowcollectdatathroughsociallistening.
- Evenbetter,thisdataisincreasinglybeingturnedintorelevantinsights,particularlyforinformingtheirdigitalcontentcreation.- However,thetricktosuccessisactuallyhavingtheinfrastructureandcommitmenttotranslatethesefindingsintotangibleimprovementsforthecustomerexperience.
Six aspects of social media governance where enterprises can struggle
Our four steps to help enterprises optimise their Social Operating Model
© slp consulting limited 201604
Discover.
- Interviews,questionnairesanddeskresearchtounderstandthecurrentsocialmediasetupand,crucially,thebusinesscontext.
01
Analyse.
- Understandingwhat’sworkingwell,whatneedstochangeandwhatnewopportunitiesexist.- Thismightfocusonone,multipleorallelementsoftheSocialOperatingModel.
02
Recommend.
- Definingshort-termactionsthatneedtohappenasapriority.
- Definingopportunitiesforlonger-termchange.- Identifyingthepeople,processandtechnologyrequirementstodelivertherecommendations.
03
Support.
- Deliveringtailoredworkshopstorelevantstakeholderstodrivehometherecommendedchanges.- Followupreviews,typicallyonaquarterlybasis,tohelpassess progress.
04
Oncewe’vegottoknowthecontextofyourbusinesswe’llreviewhowyoursocialmediaiscurrentlysetupusing ourbest-
practicechecklist.Thishelpsusidentifyopportunities tooptimiseyourapproach,whetherthat’squickwinsorbroader
strategicchange.
© slp consulting limited 201605
About slp consulting
Find out more- Foraninitial,noobligationconversationabouthowourservicescanhelp,pleasegetintouch:
02032906064
www.socialoperatingmodel.co.uk
@simonlp
Why slp consulting?- Thevastmajorityofourclientsalreadyhaveadigitalorsocialmediaagencyinplace.Webringafresh,independent pointofview andflexibleapproachwhichhelpsourclientsbetterorganisetheirinternalsocialmediacapabilities.- Drawingonover12yearsofagency,consultingandclient-sideexperiencewedeliverstructured,pragmatic recommendations thatcomplementexistingagencysupport.- Havingestablishedpartnershipswithcontentproducers,mediabuyersandSEOspecialists,we’realsoabletohelpbrandswhorequirefurthersupportwithexecutingtheirsocialmediaplans.
consultingwasfoundedin2014tohelporganisationsbetternavigatetheopportunitiesandrisksthatsocialmediapresents.Withafocusonstructure,
setupandgovernancewesupport someofthebiggestUKandglobalbrands.Wehaveexperienceacrosstheretail,finance,entertainment,telecoms,publishingandenergysectors.
