AMA SIG – Social Media
Social Media Planning for 2010
November 4, 2009
Tom Williams Steve Bell

Social Media Today
– Tactical, stand alone efforts
running today
– Point projects across the
company & diff departments
• No cohesion, multi-year plans,
procedures
– The Intern is the Brand
Manager?

Challenges
– Challenges
• Social Media still a mystery at the Top
• Hard to control (anyone can do it)
• Big organizations are inherently silo’d
• First Amendment
• Organizational control
• Lack of business-focused tools
• Lack of coordination / cooperation

Org Groups using SM
Cust
IT Legal Ops Sales MKTG Fin
Svc

Twitter in Customer Service

Blog used for Promotion

Is Social Media a Fad or the Future?
• Is Social Media just the new fad? Or is it the next wave?
• Change how we will do business (or just what we do)?
• If it is here to stay, what do companies need to do now?
– From a business perspective

The State of Social Media in 2009
• Web sites and e-mail dominate overall marketing mix
– Now used by more companies than trade shows and PR
• Social Media has gained major momentum
– 50% of companies launching a Social Media effort in 2009
• But most budgets don’t yet support social media.
– It had the smallest share of ‘09 marketing budget.
• Only 23% of marketers see blogs & communities as
“highly effective”

How Social Media is Changing
Corporate-Consumer Relationships
Off-line and Web 1.0 Social Media Interactions
Interactions “Community Marketing”
Social
Seller Buyer Seller Media Buyer
Offer Interest
Develop
Respond Needs
Match
Fulfill
Engage

Forrester Research’s Take:
• “Social [Media] computing shifts influence from
traditional media to communities and buyers.
Marketers must shift from push communication to pull
dialogue to capitalize on this groundswell.”*
“Social Media will completely change Marketing”
* Forrester Research, 2009

Social Media Becomes Web 3.0
• Social Media is a new tipping point.
• Control swings from marketer to customer.
– Marketing no longer controls the brand information.
– Brand is in the hands of users!

This Changes Every (Marketing) Thing
Today Future
• MarCom drives brand image • Brand driven by customers
– Aspiration, not reality – Reality is unavoidable
• Company hides ugly news • Honesty is mandatory
– Keep it out of public view – Can’t hide bad news:
customers create it
• “Spend” was everything: • Playing field leveled for
mass marketing small guys via (free) SM
– Can’t spend your way out of
a problem
• Product/Brand managers • Customers to drive products
drive product evolution

Lessons for Social Media Planning from
Web 1.0, circa 1997
• 1994: Public Internet launched
• 1995: Company websites are IT projects
• 1996: Marketing asserts Web is it’s domain, demands
control of content. Brochureware is born. Web teams
being formed: mix of marketing and IT staff.
• 1997: First eCommerce online
– Less than 35 companies sold more than $50,000 online in 1997
• 1998: Companies standardizing look, feel, across
divisions. Rules and standards developed.
– In ‘98, G.E. had 12 different website look and feels for each
division. No eCommerce at all. All content was static.
• 1999: companies start organizing, policies, etc

Internet Now Fully Matured
• Fully integrated into business across organization
– ‘net IT has long since rolled back into IT as a sub-group within IT
– Marketing owns content and message. Now often the driver of
marketing rather than an add-on.
– Any department within business can utilize Internet and/or web if
business needs demand it.
• Age of specialization:
– SEO, SEM, landing page design, engagement, interactivity,
eCommerce, forecasting and demand planning, near-real-time
content, etc.
• Lesson for Social Media: Leapfrog ahead on same path
followed by Internet 1.0 ten years ago.

Key Takeaways Web 1.0 vs. Social Media:
• Similarities are astounding
• We’re in a time of rapid change like Web 1.0 - but
without the budgets!
– Fast cycles
– Difficult to predict needs
– Little/no procedures, roles undefined and evolving
– No one really in charge
– Enterprise-scale tools not fully developed
• Timing is right now!
– Plan now to jump ahead a year in growth cycle of Social Media
– Policies, organization, who does what?

Interview with Ryan Squire

Example: OSU Medical Center
– Ryan Squire: Social Media Program Director for OSU
Medical Center
– Previously at NBC4i – pioneered social media at the
station
– NBC4i
• Informal
• Grass roots
• Ask for forgiveness, not permission
– OSU Medical
• Formal
• Power from the top
• Matrixed responsibility

Interview with Ryan Squire
http://wetoku.com/video/rfywedye (Full Video 14:46)
• What are a few examples of social media "projects" that have
popped up in your organization. Who initiated these projects?
Minute 0:41
– Heart Video: hoping for 105,000 views (monthly heart attack rate in the US)
• How are you organized w/social media? Who do you report to? who
does what? Minute 3:40
– “Social Media is a culture, not a communications and marketing program”
• What departments are currently using social media? Minute 6:50
– Marketing & Communications
– External Relations
– Recruiting
– Customer Service
– Personalized Delivery of Healthcare

Interview with Ryan Squire
http://wetoku.com/video/rfywedye (Full Video 14:46)
• Is social media formal or informal at OSU Medical? Minute 9:00
– Formal: Policies and Guidelines are in place
– Purpose is not to restrict. Purpose is to guide and direct. Helping people be
successful and measure that success.
• Do you have an emergency social media plan? Minute 10:55
– Have a Crisis plan in place, however also engaging an agency to help template
out responses to different crises
• How is Social Media Management evolving? What will it look like in
3 years? Minute 13:00
– SM is important coming from those who are delivering the care – nurses,
doctors, staff…etc.
– Instead of being driven by MarComm, it’s driven by customers and managed by
MarComm.

Rules of Engagement
• DON’TS
– Don’t fight back
– Don’t engage the heckler
– Don’t censor
– Don’t justify your behavior or make excuses
• DO’S
– Be honest & consistent
– “Over” apologize
– Take ownership & responsibility
– Bring customers INTO the discussion
– Share information
– Ask for their help (especially the ones who hate you)

New Concept: The Social Media Czar
Lead Charge, Focus Efforts, Leapfrog
• Planning
– Budgeting
– Works with IT to bring in the right skills & tools
• Coordinates Social Media efforts across company
– Develops policies and procedures
– Spreads consistent best practices
– Encourages teaming across departments
• Evangelizes the uses of Social Media
– Presentations, meetings, training, introductions
– Boundarylessness
– Good leader but also good team player: low ego
– Understands business needs and technology possibilities
• Strong marketing and customer background + tech-savvy
• Reports into Marketing
– Needs the support of ‘C’ level executive team

Social Media CZAR Org Structure
CEO
Cust
IT Legal Ops Sales MKTG Fin
Svc
CZAR

Recommendations for
Social Media Planning 2010
• Get senior management Support
– C-level must recognize impact Social Media will have
– Web 1.0 all over again
• Monitor your brand in the Social Media space
– Know what’s being said about your company and products
• Develop Policies & Crisis Procedures
– Don’t be Gordon Gee; plan responses to worst-case scenarios
• Leap-frog ahead 1-2 years in planning & strategy
– Organize for long term
– Build flexible budgets
– Develop Social Media metrics to demonstrate ROI
– Content Management policies
– Social Media evangelist or Czar

Action Plan
1) Identify C level Exec as champion
2) Get him/her onboard for impact of Social Media
– Outside expert to drive home point, if needed
3) Push path as mirroring Web 1.0
– Win mind share for planning and policy needs now
4) Search for person to fill Czar role
5) Launch department level and corporate level
planning for 2010
– Policies, procedures, crisis response, content
management, roles and responsibilities.
– Metrics for everything to measure ROI

[RE]sources
Social Media Policy Examples
http://my.opera.com/community/blogs/corp-policy
http://blogs.cisco.com/news/comments/ciscos_internet_postings_policy
http://www.intel.com/sites/sitewide/en_US/social-media.htm
10 Must Haves for your social Media Policy (via Mashable)
http://mashable.com/2009/06/02/social-media-policy-musts
Presentation on
http://www.slideshare.net/tom8williams

Questions?
Tom Williams Steve Bell