This session is designed to help organizations understand the fundamentals of operationalizing social media programs. Marketing campaigns are just the tip of the iceberg. The majority of the “work” involved in successful social media programs is on the operational side. This session provides tips and tools for working within the organization and across teams to orchestrate successful programs that strengthen the business and the brand.

1. OPERATIONALIZING
SOCIAL MEDIA
Amanda Moore, Digital Strategist
@L1FTdigital
© 2011 L1FT Digital LLC

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Operationalizing social media
• Why operationalize social media?
• Organizational models
• Program stages and elements
© 2011 L1FT Digital LLC

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WHY OPERATIONALIZE
SOCIAL MEDIA?
© 2011 L1FT Digital LLC

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Why operationalize social media?
Mastering social media is earning the right to engage with
the tribe…
• Listening and observing
• Gaining trust
• Offering value
• Messaging authentically
• Correcting errors quickly
…and realizing how ridiculously
obvious and transparent brands
are within the social space
© 2011 L1FT Digital LLC

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1. No matter what our communication goals are,
consumers have their own
2. Our purpose statement doesn’t govern our
TRIBE RULES social presence; legally-vetted policies do
3. Feedback happens whether we ask for it (or see
it, or hear it) or not; embrace it
4. Social media can build brand equity – positive,
negative or neutral – whether or not we
participate
5. User-generated content is optimized for search
engines, and stays around for a long time
6. If we correct issues quickly, the tribe forgives
and may even champion your brand
© 2011 L1FT Digital LLC

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Why operationalize social media?
• Campaigns are only the tip
of the iceberg
• To achieve authenticity we
need programs
• Social media programs
• Reinforce and strengthen
campaigns
• Are steeped in goals and
strategies
• Are operationalized (i.e., day job)
• Prosper in an environment of C-
Goals and strategies
level support
© 2011 L1FT Digital LLC

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Why operationalize social media?
Social media is not just Marketing
Marketing
Help!
Business Customer
Leadership Experience
PEOPLE PRODUCT
Sales
© 2011 L1FT Digital LLC

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ORGANIZATIONAL MODELS
© 2011 L1FT Digital LLC

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Organization models - Centralized
• A central group initiates
and represents business
units
• Used by highly regulated
industries
Source: http://www.web-strategist.com
© 2011 L1FT Digital LLC

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Organization models - Dandelion
• Central policies and
guidelines
• Ambassador training
programs
• Business units and
geographies make
decisions
• Cross-functional
collaboration and
information sharing Source: http://www.web-strategist.com
© 2011 L1FT Digital LLC

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Organization models
Most companies that organize for social media employ Hub
and Spoke
Source: Survey of 140 Corporate Social Strategists, Altimeter Group (2010);
http://www.web-strategist.com
© 2011 L1FT Digital LLC

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Guidelines for your internal tribe
1. Listening (monitoring) is the first thing that should be
operationalized
2. Marketing, PR, Products, Sales, Support, and HR must all be
aligned around the social media policy
3. They should be coordinating their efforts, using common
platforms, and sharing best practices
4. An ambassador program should be launched to train individuals
across multiple departments to represent the brand
5. Social media organization is not the org chart, it is a cultural
change; and it needs C-level buy in and support
© 2011 L1FT Digital LLC

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PROGRAM STAGES AND
ELEMENTS
© 2011 L1FT Digital LLC

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Three stages of operationalization
• Foundational
• Functional
• Personal
© 2011 L1FT Digital LLC

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Foundational program elements
LISTEN ENGAGE MEASURE
 Social monitoring  Risk analyses  Social media
tool selection and  Policies and program goals and
investment guidelines for all KPI’s
 Monitoring report employees  Measurement plan
format and frequency  Brand ambassador  Clear owners and
program for select domains across
cross-functional departments
team  Clear connection
 Engagement between social
strategies programs and top
 Social media “solar line business and
system” of networks brand goals
and platforms
© 2011 L1FT Digital LLC

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Functional program elements
LISTEN ENGAGE MEASURE
 Monitoring  Crisis plan and  KPI’s and tagging
dashboards, reactive response structures
workspaces and tiers  Specific monitoring
daily alerts  Proactive publishing strategies
 Routine social media calendar and  Program dashboards
audits workflows and reporting
 Employee  Ambassador training processes
notification and  Training on specific
reward system social platforms and
networks
© 2011 L1FT Digital LLC

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Personal program elements
LISTEN ENGAGE MEASURE
 Dashboard and  Specific roadmap for  Social media roles
monitoring each department and responsibilities
workspace for each  HR, IR, PR, Product, reflected in personal
group Marketing, Sales performance metrics
 Daily alerts for key ownership of their
individuals part
 Cross-functional
customer summits
and/or digital
summits
© 2011 L1FT Digital LLC

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CONTACT
Amanda Moore, Digital Strategist
L1FT Digital LLC
Email: amanda@L1FTdigital.com
Twitter: @L1FTdigital
Linkedin: http://www.linkedin.com/in/amandamooreortega
Phone: 404-704-4182
© 2011 L1FT Digital LLC