Padilla Making The Cultural Shift To Social Media

June 22, 2010

@jollierancher @eBob #A4ward

OR: How to Engage in Social Media Without Losing Your Marbles…


What You’ll Hear Today…

• The promise and peril of social media in corporate environments

• How companies are embracing (or not embracing) social media

• Implications for employees, customers, partners, other key audiences

• Measurement and metrics

• Optimizing use

3 @jollierancher @eBob #A4ward

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What You WON’T Hear…

• Waxing poetic about how social media will make all other communications obsolete

• How to set up a Facebook Fan Page

• Whether you should use LinkedIn or Plaxo

• The merits of TweetDeck vs. Tweep

• Pros and cons of different blog platforms

None of this matters if you don’t know WHY you’re doing it!


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First, a Couple of Stories…

• A case of serious buyer’s remorse…

• What people are saying in the other room…

• When a news release isn’t just a news release…

Issued Southwes

t call center imple-

mentation news

release over

Marketwire

TMCNet.com ran an authored story on the SWA

announce-ment

PR Manager posted link to

TMCNet article on a Linked in call center

industry Group as a News item

Group members spurred

discussion and some

questions about the technolog

y were discussed

Call center CTO

logged on to

address questions

and participat

e in discussio

n on LinkedIn Group

Discussion piqued the interest of

an industry analyst

who asked call center technolog

y company

to participate

in a research project


Social media is…

• …information content…

• …created by people…

• …using highly accessible and scalable publishing technologies…

• …that is intended to facilitate communications, influence and interaction…

• …with peers and with public audiences…

• …typically via the Internet and mobile communications networks.

What’s This Social Media Thing?

http://www.wikipedia.org


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Yeah, Social Media’s Big…

• You’re hearing it from all sides• Lots of talk about tools• Some companies feel they’ve lost control

already • Management is now asking

…It’s now about figuring out what to do about it “We know we

have to get into

social media; we

just don’t know

how!”


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Corporations Want to Know

• Where should I invest my time and resources?

• Who owns it? Marketing? PR? Interactive? HR? Legal?

• How do I get executive buy-in?

• How do I staff/budget for this?

• Do I need a Twitter (or some other) site? Really?

• Can I show impact?

• How do I avoid getting steamrolled?


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Can You Really Control It?


10

Who Defines the Brand These Days?


There for everyone to see…


You Never Know Who Will Define Your Brand…


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You Never Know Who Will Define Your Brand…


The way we communicate

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The old communication model

was a monologue

• “Controlled”

• Organized

• On-message

• One-way


And the way we communicate

15

The new communication model

is a dialogue• Interactive

• Organic

• Complex

• Personalized and personable

• Less separation of home and work

• Democratized

• Transparent


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Objective

• Fully capitalize on the promise of social media

• Take a strategic approach that addresses >The landscape of the conversation>The corporate implications> Integration into the corporate culture and existing communications

efforts

You can’t control social media, but you can manage your efforts and

outcomes.


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Getting the House in Order: A4ward Social Media StrategySM

Assessment tuning in to the dialog landscape

Activation turning on organizational readiness and empowerment

Action joining in with a strategy

Amplify leading with concentrated energy and volume


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Assessment



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Assessment

• Take stock of the social media landscape for the company and its top competitors

- What the primary competitors are doing/not doing - What social networks (LinkedIn, Facebook, Twitter, industry forums,

etc.) are actively discussing - What social “hubspots” have formed, if any- Who leads the conversation (key bloggers, tweeters, etc.)- What is being said/written about you and the industry

• Deliverable: Report identifying the above, plus recommendations and opportunities to “Tune In,” “Join In” or “Lead” the conversation

• Lay groundwork for ongoing social media monitoring and measurement


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Gauges of the Dialog – Sample Content


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Identifying the Hubspots – Sample Content


23

Activation


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Activation

• Establish a “Social Media” Council and Charter

- Cross-organizational membership: Corp Comm, Marketing, Brand, Interactive, Legal, HR

- Focal point for social media policy review and development- Guide company-wide use of social media for marketing, support and

employee communications- Stay abreast of and share best practices that deliver the most

business value


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Activation

• Deliverables:

- Social media assessment review- Inventory of social media tools

and stewards- Corporate social media

policy/guidelines- Company-wide monitoring

system- Decision tool for responding to

social media posts (positive and negative)

- Decision tool for creating a new presence

- Internal communications and training

- Ongoing best practice sharing across brands


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Council Ongoing

• Convene quarterly meetings

• Updates on monitoring

• Maintaining best practices

- Monitoring- Guidelines- Etc.

• Share program efforts and experiences


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Action


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Action

• Who

- Relationship-building -- reporters, bloggers, analysts, vocal customers and prospects (sneezers)

- Ambassador programs

- Ongoing outreach

• Where

- Engagement plan for most important social networks and hubspots

- Establish your sites (blogs, Facebook, Twitter, Ning, etc.)

> Corporate vs. brands> Individuals

• What

- Content creation and SHARING

- Tools – SM press kits/room, RSS feeds, etc.

- Events


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Amplify


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Amplify

• Who- How can YOU be the ones to follow?- Do reporters, bloggers and analysts follow you?

• Where- Create your own space/hubspot- Dominate a content category

• What- Best-in-class content, including video- Optimized content – keywords, links- Leading channel or network- Create buzz with unexpected transparency- Hyper sharing


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Measuring the Value

• Decide what we’re measuring:

- Quality of conversations and perceptions>Are we part of the dialog?>Are we being talked about?>What’s the overall sentiment?>Are they referring us to their friends/followers?

- Quantity: ># of conversations>Are they sharing our content?>Our share of participation (vs. the competition)>Web analytics -- traffic to your Web site, traffic source, SEO

ranking, number of products sold


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The “Yeahbutts”


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5 Reasons Why Not

#1 – We’re a public/regulated company

- All the more reason you should have a plan and clear guidelines

- Look at Microsoft, General Mills, Rockwell Automation, Medtronic

#2 – My management is too conservative

- Show them the dialog and the competition (you may have to scare them)

- The conversation about you will go on with or without you


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5 Reasons Why Not

#3 – We’re in B2B . . . or our customers don’t do Twitter (or even computers)

- 60% of B2B companies are using social media in marketing efforts- Reporters and analysts are using it; you can’t afford to be outside

their circles- The next generation of skilled workers are being recruited online- It’s a rare decision-maker these days who doesn’t rely on online

informationSixty-six percent of the marketers surveyed said they are now using social media, up from 20% of respondents to the 2007 survey– B2B Magazine


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5 Reasons Why Not

#4 – We’re afraid of making a mistake

- The biggest mistakes come from cluelessness> Jumping in without understanding the culture and ethics>Not being aware of, or not responding quick enough, to SM crises

- Social media will embrace YOU, like it or not- Need a plan and discipline in place just like a crisis plan

#5 – We have all the communications plan we can afford

- Start with listening – use basic, free tools- As traditional media outlets shrink, extend your media outreach to

include new media- Leverage! You’re already creating the content. Share it further!


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A Summary

• Social media will change but it’s here to stay

• The tools only matter if you know what your strategy and approach is

• You can’t control it, but you can embrace it

• A4ward Social Media Strategy:

Assess, Activate, Act and Amplify


Questions?


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Padilla Making The Cultural Shift To Social Media