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SOCIAL MEDIA – DEPARTMENTAL ALIGNMENT WITHIN THE ORGANIZATION Jake Aull
GSU
Social Media Marketing
2012
TONIGHT’S CLASS TOPICS
Dominoes Pizza YouTube videos and case study discussion All departments working together in social media, with customer involvement and
feedback, transparently, to cure past problems.
Orange Lake case study
Strategic business alignment - ‘Principles of of Biz Agility’
TONIGHT’S CLASS TOPICS
Who in a company should own social media?
Organizational approaches in the era of Web 2.0
Enterprise 2.0: Tech and content sharing
Take-aways
WHO IN A COMPANY SHOULD OWN SOCIAL MEDIA?
WHO IN A COMPANY SHOULD OWN SOCIAL MEDIA?
Marketing?
PR?
IT?
Cust. Support?
Project Mgmt?
Product Development?
Who?
WHO SITS AT THE CORPORATE SOCIAL MEDIA TABLE?
WHO SITS AT THE CORPORATE SOCIAL MEDIA TABLE?
ORGANIZATIONAL APPROACH IN THE ERA OF WEB 2.0
LEGACY BUSINESS SIMILARITIES VS. WEB 2.0 MODELS http://socmedgsucourse.files.wordpress.com/2010/10/legacy-vs-web2biz1a.png
Business & Departmental Orientations in the Age of Social Media
Department Short-Term Orientation: Long-Term Orientation:
Involved QUANTITY ATTRIBUTES QUALITY ATTRIBUTES
Marketing Brand awareness Brand value/fans/market growth
Coupons (1-time/acquisition) Rewards/Points programs
Viral campaigns (awareness) Customer-sharing campaigns
Prospecting/list buys CRM/CLV (cust. lifetime value)
New media channels Existing communities
(even customer-owned)
Broadcast/attraction/acquisition
promotions
Engagement/Cust. collaboration/
one-to-one marketing
Change prospect behavior Feed and grow customer desire
Parity positioning Cust.-focused product segments
P.R./
Communications
Separated roles/
chain of sequence
Collaborative/2-way
Reactive Upfront communications
I.T. Separated/Low-
involvement/reactive
Collaborative dependence/
high involvement
Product
Development/Mgmt
Mkt R&D/new products
(high resource cost)
Customer input/enhancements
Resources output (company-
centric)
Crowd-sourcing (customer-centric)
Customer Support Wait for queued customer
complaint calls (reactive)
Search & address instant customer
complaints online (proactive)
F&A and Pricing High upfront costs Lower, long-term leveraged costs
Low-price competition Quality pricing
Short-term ROI Long-term/retention ROI (CLV)
Talent/resource costs Crowd-sourcing/open source
savings
Economies of scale Long-tail (niche segmentation)
profits
© Copyright 2011 Jake Aull
ORGANIZATIONAL MANAGEMENT
Bottom up vs. top-down The “groundswell” vs. traditional leadership
Social Media’s need for executive sponsorship in an org Brand consistency and strategic alignment of departments around a
company common SoMe table Agility:
IT/products Management Business
Alliances and Affiliates
EXAMPLES
Poor org alignment and customer-support representation in Twitter (right).
Good example: Best Buy’s Blue Shirt Nation (from Li’s Groundswell).
ENTERPRISE 2.0: TECH & CONTENT SHARING
COLLABORATIVE CONTENT WITHIN THE ORG wikis CMSes ERPs MS SharePoint Yammer.com Company.com
TAKE-AWAYS
There are many departments within a company (whether corporate- or client-side) who have a viable place at the company table when it comes to social media.
All need to be represented (not just marketing) in such discussions.
All concerns should be addressed (and agreement achieved).
And all departments who utilize outward-facing social media should achieve some brand consistency.