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A management guide for Social Media
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Important strategic considerations when embarking on the use of social media for business
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A management guide for Social Media
1.
C-‐Suite: It’s Time
to Step Up Sandi Hester Kathleen Holland Katherine Magee © January 2013 KMH Associates
2.
Don’t Be An
Ostrich! Execu6ves have a cri6cal strategic role to play in guiding social media across their organiza6ons Do you know why? Do you know how? © January 2013 KMH Associates
3.
Why Social Media?
Why Now? 57% of businesses plan 95% of the top 100 to increase social companies use TwiIer; YouTube has 490 23% of these use it as a media spending million unique users customer service pla_orm* who visit every month Wikipedia There are 465+ million LinkedIn is the 36th authors total TwiIer accounts most visited website in over 91,000 the world contributors Each FaceBook user spends on average Google+ has more 15.5 hours / month on But…only 38% of CEO’s than 25 million users the site label social media as a high priority Source: www.jeullas.com and *simplymeasured.com 2012 © January 2013 KMH Associates
4.
Why Social Media?
Why Now? People use social media every day without thinking about it. Think about it! It’s 6me to stop relega6ng a cri6cal business lever to the most junior people in the company. It’s 6me to step up and provide the oversight to effec6vely link social media with your corporate objec6ves. © January 2013 KMH Associates
5.
Eight Things to
Think About 1. Keep your eyes on the prize 2. RIP: Silos 3. Make social media part of your culture 4. The bigger the reward, the greater the risk 5. The power is shieing: Your corporate reputa6on is in the hands of many 6. Make the customer your Chief Content Officer 7. The Earth loves social media 8. What’s old is new again © January 2013 KMH Associates
6.
1. Keep Your
Eyes On The Prize! What are your corporate mission / vision / values and objec6ves? How are you measuring them? How does social media impact, enhance or detract from your achievement of those key performance indicators (KPI’s)? © January 2013 KMH Associates
7.
1. Keep Your
Eyes On The Prize! Corporate Mission/Vision/Value/Objectives Marke6ng Research Customer Serv HR Objec6ves Objec6ves Objec6ves Objec6ves Marke6ng Research Customer Serv HR Strategies Strategies Strategies Strategies Marke6ng Research Cust Serv HR Implementa6on Implementa6on Implementa6on Implementa6on Tradi6onal Social Tradi6onal Social Tradi6onal Social Tradi6onal Social Ac6vity Ac6vity Ac6vity Ac6vity Ac6vity Ac6vity Ac6vity Ac6vity Tradi6onal Social Tradi6onal Social Tradi6onal Social Tradi6onal Social KPI KPI KPI KPI KPI KPI KPI KPI Insights Results/ Insights Results/ Insights Results/ Insights Results/ Note: applicable to all corporate departments Total Results/Insights © January 2013 KMH Associates
8.
2. RIP: Silos
Social media is not a strategy, and it does not belong to the marke6ng department alone. To drive meaningful business results, social media must be integrated across the whole enterprise. RIP RIP RIP RIP Marketing Human Research Customer Resources Service Note: applicable to all corporate departments © January 2013 KMH Associates
9.
2. RIP: Silos
Silos inherently create inefficiencies, inconsistencies in messaging and confusion both internally and externally. Bring together senior representa6ves from HR, Legal, IT, Marke6ng, Risk Management, PR, Sales, Customer Service and any other affected func6ons to ensure consistency and clarity around your messaging and alignment to corporate goals. Human Find your Marketing / Resources point of Sales social media optimization! Customer Legal Service Note: applicable to all corporate departments © January 2013 KMH Associates
10.
3. Make Social
Media Part Of Your Culture Social media is a powerful communicaUon tool that should be embraced across the organizaUon External Pla_orms Corporate Brand Building. Beyond the official spokespeople, employees can play a cri6cal role in building your corporate brand. It is very powerful for customers to hear an employee endorse where (s)he works and/or stand behind the products they make. This helps you not only sell more product but also aIract great talent. Internal Pla_orms Employee Engagement. Social media enhances internal communica6on objec6ves. It is especially powerful if the employee is encouraged to comment and is heard. InnovaUon. Social media enables greater innova6on within the organiza6on by encouraging ongoing collabora6on and idea6on. © January 2013 KMH Associates
11.
3. Make Social
Media Part Of Your Culture Things to think about: 1. Policies and training. A social media policy should clearly outline the “do’s and don’ts” as well as why social media is important to the organiza6on and its role in achieving the corporate objec6ves. Then train, train and retrain. 2. An internal social media network. Building internal tools that mimic well-‐ known external tools will facilitate the social communica6on in a protected and confiden6al environment. Examples: • on line profiles (think LinkedIn) • blogs • chat rooms (by topic or func6on) • recogni6on boards (think Pinterest) • webinars • games © January 2013 KMH Associates
12.
4. The Bigger
The Reward, The Bigger The Risk Success in social media is measured by greater visibility for your company and your employees; however, as the number of “eyes” on your organiza6on increases, so does your need to manage the poten6al risks that come with greater transparency EXPOSURE REWARD (Audience/Klout) RISK (Reputa6on/Security/Legal) © January 2013 KMH Associates
13.
4. MiUgaUng PotenUal
Social Media Risk Things to Think About: 1. Before embarking on your social media ini6a6ve, perform a risk assessment & iden6fy controls that could mi6gate a por6on of the risk. 2. Establish clear policies that dictate what can and cannot be shared. Create the capability to capture and log all communica6ons and monitor on a regular basis. 3. Make sure you have the resources (human, financial and digital) in place to handle the social media aIen6on 4. Implement safeguards: social media is a channel unprotected by typical informa6on security safeguards 5. Have a plan to monitor social media channels on an ongoing basis: your company needs to stay current on social media chaIer © January 2013 KMH Associates
14.
5. The Power
Is ShiZing! Your corporate reputation is in the hands of many Balance of Power Balance of Power Less than 5 years Ago Today Employees as Corporate CommunicaUons Subject MaIer Employees as • Carefully craeed messaging Experts Ambassadors • Selected targets and media Building Their own Brand Etc, Etc, Etc Opinion Suppliers Your Leaders Brand Customers Networkers Corporate Corporate Communica6ons Communica6ons Carefully Craeed Social Conversa6ons Messages © January 2013 KMH Associates
15.
5. The Power
Is ShiZing! Social media facilitates the inclusion of all stakeholders in forming a brand. It can be highly beneficial as advocates are more credible than corporate spokespeople. Be Aware: 1. Consistency. This means “living your brand” or prac6cing your brand values when dealing with all stakeholders. Trea6ng a supplier unfairly becomes part of the collec6ve discussion with customers. 2. Transparency. People expect it. Everything you do is up for discussion, from employment prac6ces to material sourcing to produc6on methods. Be prepared to talk about all aspects of your business. 3. Engagement. Ensure that you are part of the conversa6on in a meaningful way. Don’t let your brand image develop by default, but remember – be social. © January 2013 KMH Associates
16.
6. Make The
Customer Your Chief Content Officer Customer reten6on and aIrac6on are key business drivers. Social media plays a role both in reac6ng to any poten6al issues and proac6vely engaging customers, ul6mately crea6ng brand advocates. Content is the top challenge faced by social media experts today. Both the quality (engaging) and quan6ty (maintaining an editorial schedule in perpetuity) of content keeps them up at night. To tackle this challenge, think of your customer as your Chief Content Officer. Create content that speaks to their agenda not yours. Seek out content in areas where they have interests and passions. But…make sure you know how it links to your objec6ves. © January 2013 KMH Associates
17.
6. Make The
Customer Your Chief Content Officer Consider seung your objec6ves from the customer’s perspec6ve: I want to be treated with respect I want to be more environmentally conscious I want “no hassle”, a simple, easy buying process I want more value I want……. “Focus on how to be social not on how to do social” Jay Baer, Author The Now Revolu6on © January 2013 KMH Associates
18.
6. Make The
Customer Your Chief Content Officer CriUcal Success Factors: 1. Understand your target market – their passions and interests. 2. Engage experts / influencers in areas of interest / internal thought leaders. 3. Leverage content across mul6ple pla_orms & communica6on touch points. 4. Encourage customer par6cipa6on. Ask for comments, feedback, ra6ngs, etc. 5. Make it shareable. 6. Have a content plan that includes all touch points. A customer interacts with a company through many touch points. It is cri6cal to ensure consistent messaging AND not to inadvertently create over messaging. 7. Have a rolling content plan (know what you need for the next 6-‐12 months). 8. Monitor & Listen. Ensure you are using effec6ve social media monitoring tools. This will allow you to not only respond to issues but also to learn more about your customer base, its needs, and poten6al content topics. 9. Write the unexpected. © January 2013 KMH Associates
19.
7. The Earth
Social Media Social media supports the planet in numerous ways: • Social media is ALL digital (no paper) • Companies can operate and sell on a global basis with reduced travel (lower carbon footprint) • Companies and employees can ac6vely engage local and global communi6es in their CSR ini6a6ves (increased impact for CSR ini6a6ves) • Companies create a conduit for those that may not otherwise be heard (ie. whistle blowers) © January 2013 KMH Associates
20.
8. What’s Old
Is New Again Social media has entered our world with a bang -‐ there is much hoopla about it changing the face of business. It’s complex, it’s dynamic, it’s highly reac6ve, it’s decentralized and ROI is elusive. It is oeen not underpinned by proven best prac6ce business principles and processes. It’s Ume to go back to basics and ground social media in solid strategic processes to make it less daun6ng, elusive and more connected to delivering growth and profitability. © January 2013 KMH Associates
21.
8. What’s Old
Is New Again A proven disciplined business process that hasn’t changed 1. Insight/ 2. Vision / 3. Organizational 4. Effective 5. Measuring Foresight Strategy / Plan Development Implementation Results K Tailored to address social media in your corporate plan. • What are your • Integrate social media • Properly resource. • Regularly publish • Evaluate results, stakeholders saying into your corporate & engaging/relevant gaining insight about you and the departmental plans • Build into your content that inspires into what’s compe66on? with purpose. corporate culture connec6on and working, not sharing. working and • What are they talking • Clearly define it’s role • Mi6gate risk with where to focus about and what sites & success measures. corporate policies, • Listen and respond. efforts for greatest are they on? best prac6ces and return. staff training. © January 2013 KMH Associates
22.
There’s no magic
bullet. Just as it takes time to deliver long term sustainable corporate growth, it takes time to build a solid social media reputation - internally and externally - which will result in long term profitable growth. KMH Associates can help organizations effectively integrate their social media practices into their corporate strategies and objectives. © January 2013 KMH Associates
23.
Strategic business consultants
with a triple boIom line approach. The KMH team helps inspire organiza6ons to develop and implement sustainable growth plans that deliver results. www.kmhassociates.ca © January 2013 KMH Associates
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