How to build a social media team at a large company.

1. Social Media Secret Weapon:
Your Employees
Presentation to
Northern Virginia Technology Council: Social Media Committee
Tuesday, July 26 2011
By Ronan Keane
Tuesday, July 26, 2011

2. Why a Social Media Team?
• 2 people are better than 1
• Create brand ambassadors
• Promote SMEs (subject matter experts)
• People are talking and want answers
• Customer service
• Recruiting
• Market research
Social Media Secret Weapon: Your Employees
Tuesday, July 26, 2011

3. “Social what?!”
Social Media Secret Weapon: Your Employees
Tuesday, July 26, 2011

4. At the Outset
• You need a social media manager
• Identify goals and objectives
• Start with Marketing and create a plan
Then talk to...
• HR
• IT
• Legal
• Customer Care
Social Media Secret Weapon: Your Employees
Tuesday, July 26, 2011

5. What’s Your Policy?
• Write a company social media policy
• Involve Legal and HR
• Make everyone aware of it
Social Media Secret Weapon: Your Employees
Tuesday, July 26, 2011

6. Senior decision maker buy-in
✓ Marketing/PR/Communications
✓ IT
✓ Legal
✓ HR
✓ Customer Service
✓ Product
✓ Sales
Social Media Secret Weapon: Your Employees
Tuesday, July 26, 2011

7. Start building Your SM Team
• Executive sponsorship
• Frequent internal communications
• “How do I sign up?”
• Committees
• Yammer/Chatter
• Have lunch - talk to people!
Social Media Secret Weapon: Your Employees
Tuesday, July 26, 2011

8. Ideal Member
✓ Knowledgeable
✓ Enthusiastic
✓ Believes in the brand
✓ Well networked
✓ Business know-how
✓ Subject matter expert
✓ Good work ethic
Social Media Secret Weapon: Your Employees
Tuesday, July 26, 2011

9. SM Team Profile
1. Listening Analysts
2. Content Creators
3. Conversation Agents
4. Team Leads
Social Media Secret Weapon: Your Employees
Tuesday, July 26, 2011

10. Social Media Training
Train your team to...
• Write a blog post
• Post updates to social networking sites
• SEO’ify content
• How to engage people in communities
• How to measure their marketing
Social Media Secret Weapon: Your Employees
Tuesday, July 26, 2011

11. Content Matters
Social Media Secret Weapon: Your Employees
Tuesday, July 26, 2011

12. Social Media Engagement
• Let your team talk freely
• NO SPAM
Social Media Secret Weapon: Your Employees
Tuesday, July 26, 2011

13. How Will You Measure?
• Klout.com
• Google UTMs
• Mentions
Social Media Secret Weapon: Your Employees
Tuesday, July 26, 2011

14. Reward Your Top Performers
• Quarterly winner
• Cash winners
Social Media Secret Weapon: Your Employees
Tuesday, July 26, 2011

15. About Ronan Keane
www.RonanKeaneOnline.com
LinkedIn.com/in/ronankeane1
@ronankeane
Facebook.com/RonanKeaneOnline
Slideshare.net/ronankeane
gplus.to/ronankeane
Social Media Secret Weapon: Your Employees
Tuesday, July 26, 2011