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Presentation by Dave Fleet at BlogWorld & New Media Expo New York 2012.We’ve reached a critical point in the evolution of social media as a business tool. Gone are the days when the GMOOT (Get Me One Of Those) approach will get you anywhere – simply having a Twitter account, or a Facebook Page, isn’t enough. We’re at the point of social media saturation, and something’s got to give.This presentation examines six essential shifts that companies need to make in their approach to social media, from a shift towards social business, to better content planning, to improved measurement and more.
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Six Important Shifts for
Social Media Strategy Dave Fleet, VP Digital, Edelman
Edelman.com
@davefleet
What’s going wrong?
We’ve gone from this…
!! <Grumble>
…to this.
Shiny objects dominate discussion…
…as do shiny tactics
Basement punditry is prevalent
Fueled by a campfire mentality.
Flickr: usnationalarchives
We’re living in a fishbowl…
Flickr: Christian O. Harris
…while the “#Fail police” circle
Companies are using social like a slot machine
Flickr: ragingwire
1. Social business
2. Objectives
3. Measurement
4. Integration
5. Content
6. Community Management
1. Social Business: Step away from shiny
Let the bees do the buzzing
SO
CIA
L B
US
INE
SS
Stock.schng: unaranja
SO
CIA
L B
US
INE
SS
Change the conversation
• Ask “why”
• GMOOT Business objectives
• Know when to step away
Focus on the less shiny object
SO
CIA
L B
US
INE
SS
The social brand is only half the puzzle
Source: Edelman 2011, edelmandigital.com
Community Management Marketing
Customer Service Communications
Events Campaigns Advocacy
Crisis
SOCIAL BRAND (External)
Programs
SO
CIA
L B
US
INE
SS
Social business enables the social brand
Source: Edelman 2011, edelmandigital.com
Community Management Marketing
Customer Service Communications
Events Campaigns Advocacy
Crisis
SOCIAL BRAND (External)
SOCIAL BUSINESS (Internal)
Training Process
Collaboration Organization Models
Research & Development Policies & Guidelines Knowledge Sharing
Culture
Programs
Infrastructure
SO
CIA
L B
US
INE
SS
The social company integrates both
Source: Edelman 2011, edelmandigital.com
Community Management Marketing
Customer Service Communications
Events Campaigns Advocacy
Crisis
SOCIAL BRAND (External)
SOCIAL BUSINESS (Internal)
Training Process
Collaboration Organization Models
Research & Development Policies & Guidelines Knowledge Sharing
Culture
Programs
MEASURABLE OUTCOMES
SO
CIA
L B
US
INE
SS
Infrastructure
CRAWL
• Steering Committee Identified
• Governance models in place
• Internal network deployed
• Listening tools & process in place
• KPI/Measurement Framework Established
• Policy established
• Center of Excellence Identified
• Public Facing Moderation Policy
• Community Coordination
• Content Development
• Controlled Paid Media in Social
• Social Enterprise Architecture Constructed
• Rules Of Engagement Circulated
• Early Adopter Training Initiated
• Monitoring/Analytics inform policy, process and content
• Community Management Plan Activated
THE BUSINESS ITSELF IS SOCIAL
POLICY, PROCESS, PROCEDURE
• Social properties enhanced
• Voice and tone established
• Influencers identified
• Test & learn pilots launched
• Content Published Across Multiple Properties
• Partners Coordinated & Connected To Internal Lead
• Social CMS Tools & Internal Staffing
Formalized
• Regional Additions to Steering Committee
• Training Rolled Out In Across Entire Organization
• Systems Integrated on Back End
• Employees, Partners, &
Customers Connected
• Culture of Organization More
Adaptable
• People, Processes & Platform Maturity Well Established
• Influencer Partnerships formed
• Platform Partnerships solidified
• Engagement at scale established
• Coordination Exists Between Social, Owned, Mainstream & Hybrid Properties
• Measurement, KPI’s Formalized & Standardized Across Organization
• Ambassador Programs operating globally
• Employees engaged systematically
• Systems integrated on front end
• All business function integrate social layer
• Product /service innovations result
I N T E R N A L
E X T E R N A L
AD HOC SOCIAL MEDIA TACTICS
WALK PROPERTY MANAGEMENT
RUN ECOSYSTEM ENGAGEMENT
FLY SOCIAL INNOVATION &
INTEGRATION
Source: Edelman 2011, edelmandigital.com
From social tactics to social business
SO
CIA
L B
US
INE
SS
2. Set better objectives
Stop setting the wrong objectives
Dumb
Specific
Measurable
Achievable
Relevant
Time-bound
Gain 100,000 followers
Increase awareness of the benefits of a
specific attribute among female New Yorkers
aged 25-34 by 20% from June to September
OB
JEC
TIV
ES
Source: Dave Fleet Edelman 2012, edelmandigital.com
The Strategy Pyramid
Business Objectives
Social Media Goals
Program Objectives
Strategy
Tactics
OB
JEC
TIV
ES
Setting better objectives
1.Tie back to business objectives
2.Consider the context
3.Stay above the “how” and “what”
4.Ensure objectives are measurable
3. Measure against objectives
Measurement is a challenge for companies ME
AS
UR
EM
EN
T
Problems with measurement ME
AS
UR
EM
EN
T
1. Focusing on the wrong things
2. Unrealistic over true meanings
3. Made-up numbers
4. Lack of insights focus
Focus on the right things ME
AS
UR
EM
EN
T
Know what the numbers mean ME
AS
UR
EM
EN
T
“Right now you may only reach 16% of your fans each week.”
Declare war on made-up metrics ME
AS
UR
EM
EN
T
“…multipliers are “silly” and should never be applied unless proven to exist in a specific case.” Barcelona Declaration of Research Principles, 2010 http://www.instituteforpr.org/2010/06/the-barcelona-declaration-of-research-principles/
Generate and drive insights ME
AS
UR
EM
EN
T
Strategy Planning Execution Assessment
Measurable objectives
Insight-fueled plans
Course correction Results
measurement
Business Objectives
Source: Dave Fleet Edelman 2012, edelmandigital.com
Generate and drive insights
ABANDONMENT VALLEY MANAGED COMMUNITY
BUILDS ON
EXISTING
COMMUNITY
EQUITY
CONSUMER CONVERSATIONS
ACTIVE
CAMPAIGN
SPIKE
ACTIVE
CAMPAIGN
SPIKE
ME
AS
UR
EM
EN
T
Generate and drive insights
Strategy Planning Execution Assessment
Measurable objectives
Insight-fueled plans
Course correction Results
measurement
Business Objectives
ME
AS
UR
EM
EN
T
Source: Dave Fleet Edelman 2012, edelmandigital.com
We can’t measure in isolation ME
AS
UR
EM
EN
T
Flickr: deartistzwei
4. Integrate and bust silos
There’s a tug-of-war over social media INTE
GR
ATIO
N
Flickr: JoePhilipson
Silos persist, but everyone wants social
marketing public relations
human resources
customer service
product development
“To stand out in a commoditized market, companies must understand what customers truly value. The only way to do that is to break down the traditional, often entrenched, silos and unite resources to focus directly on customer needs." ~Ranjay Gulati, Harvard Business Review
INTE
GR
ATIO
N
Transmedia storytelling CO
NTE
NT
Four approaches to integration INTE
GR
ATIO
N
1.Tactical execution
2.Reporting structures
3.Governance
4.Organizational models
Integrate at the tactical level
1.Co-opt others
2.Pay it forward
3.Think long-term
4.Work broadly
INTE
GR
ATIO
N
Integrate through reporting structures
44
INTE
GR
ATIO
N
YES SOCIAL MEDIA
COMMITTEE
WHICH BRAND?
BRAND X
PILOT PROGRAM
BRAND TEAM
TECHNOLOGY PARTNERS
AGENCY PARTNERS
PLANNING STRATEGY IMPLEMENTATION
INTEGRATION
RESULTS REPORTED
L
M
SOCIAL MEDIA
COMMITTEE
GLOBAL DIGITAL SERVICES
P
B
O
B = BRANDS, P = PARTNERS, O = OPERATIONS
L = LAUNCH M = MEASURE
NO
Source: Edelman 2011, edelmandigital.com
INTE
GR
ATIO
N
Integrate through governance
Integrate through organization models
46
KEY BT: BRAND OR BUSINESS UNIT TEAMS T: TRADITIONAL D: DIGITAL S: SOCIAL
Source: Edelman 2011, edelmandigital.com
INTE
GR
ATIO
N
COE
BRAND
OR BU BRAND
OR BU
BRAND
OR BU
BRAND
OR BU
BRAND
OR BU
BRAND
OR BU
BRAND
OR BU
BRAND
OR BU
BRAND
OR BU
BRAND
OR BU
BRAND
OR BU
BT
T
D S BT
T
D S
BT
T
D S
BT
T
D S
BT
T
D S
BT
T
D S
BT
T
D S
BT
T
D S
BT
T
D S
BT
T
D S
PLANNING & INTEGRATION
STRATEGY
IMPLEMENTATION
BT
T
D S
5. Create better content
CO
NTE
NT
Don’t just feed the beast
Objectives
Source
Execution
CO
NTE
NT
Consider:
CO
NTE
NT
Consider your content objectives
Source: Timo Elliott
CO
NTE
NT
Stay interesting by curating
Curation Cycle
Identify Frame Collaborate
CO
NTE
NT
Executing your content plan CO
NTE
NT
1. Volume
2. Mix
3. Format
Content volume CO
NTE
NT
Content mix CO
NTE
NT
Content format
Video
Photo C
hart
Animation
Infographic
White Paper
eB
ook
We
bin
ar
FAQ
How-to
Tip sheet
Cover photo
Presentation Podcast
Audio
Case Study Interview
CO
NTE
NT
The 5 C’s of community CO
NTE
NT
6. Engage like a human
Embassies are an established presence where interactions, conversations and participation are
facilitated by one or more Ambassadors
of the brand or organization who manages them.
Embassies are your home away from home
CO
MM
UN
ITY
Envoys are employees, agents or members of the public who are willingly dispatched to “outposts”—properties that are not owned or controlled by the business, brand or organization.
Other peoples’ outposts need envoys
CO
MM
UN
ITY
Even big companies get it wrong
CO
MM
UN
ITY
Balance humanizing brands, with process
1.Embrace the 99%
2.Establish processes to reduce risk
Choir-preaching brands miss the bigger opportunity
Sentiment
Critic Neutral Advocate
CO
MM
UN
ITY
Engagement Framework
Source: David Armano, Edelman 2011, edelmandigital.com
CO
MM
UN
ITY
In summary...
1. Step away from the shiny object 2. Set better objectives 3. Measure against those objectives 4. Integrate and bust open silos 5. Plan and create better content 6. Engage like a human
Thank you Dave Fleet, VP Digital, Edelman
Edelman.com
Dave.Fleet [at] edelman.com | Edelman.com