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This deck outlines the importance of socializing your business before you jump into the “sexy” or public side of Social Media. Brands know they need to get Social, as we’ve done a pretty good job of advocating the importance of “joining the conversation.” As a result, so much of the internal Social Media dialogue is centered around the tactical. But what far too many overlook before they tweet can easily jeopardize the success of a campaign or worse, the integrity of their brand.
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SocialBiz101Aprac/calguideforge5ngstartedinSocialMedia.
Presentedby:Everywhere®
Createdby:LauraCiocia/@msciociaSeniorDigitalStrategist
www.beeverywhere.tv
@beeverywhere
Love it Or Hate it, Social is Here to Stay.
Just the Facts… 8 out of 10 of online Americans between the ages of 18 and 35 now use social networks.
52% of Americans have a profile on Facebook, Linkedin, MySpace or elsewhere.
48 percent U.S. consumers over the age of 35 are now on social media.
The average Twitter user is 30, the average Facebook user is 38 and the average LinkedIn user is 40, though each channel shows usage across ages.
78% of customers trust peer recommendations on sites.
47% of Social Media users join brand communities.
Nearly 20% of marketing dollars will go to Social marketing in 5 Years. *The CMO Survey”, from Duke University’s Fuqua School of Business and the American Marketing Association., Pew Research
79% of Fortune 100 companies use Twitter, Facebook, YouTube or blogs to communicate with customers, with
Twitter being the platform of choice.
90% of Inc 500 companies report using at least one social media channel.
Brand Usage
Global Fortune 100’s
Infographic courtesy of: Flowtown / Data: Burson-Marsteller
Yet despite all that usage…
*66% of companies admit to not having a Social Media strategy.
**69% of companies worldwide don’t have a formal Social Media Policy regarding employee use.
***84% of companies worldwide don’t have a Crisis Response plan.
*75% of companies said that they don't know where their customers are talking about them.
*Harvard Business Review,**Manpower, ***Gartner Communications
The Public Side of Social Media #Failures
The Private Side…
THIS is where the REAL Social Media disasters are happening as most organizations continue to dive in nose first without plans, procedures or policies in place.
Social Isn’t For Everybody (At least not yet).
#Can you clearly identify goals and expectations?
#Do your goals/expectations align with your budget/bandwidth?
#Who will have ownership of your channels/campaigns?
#Have you invested in education for yourself & your team?
#Are you prepared to be transparent and give up some “control”?
And last but not least……
Are key decision makers/senior management on board & ready to embrace a Social business?
So please, before you jump in…
Make sure you can answer YES to the following:
The Starter Kit
What every organization should have before getting Social:
MetricsDashboard
Policy
CrisisResponseStrategy
Playbook
KeyComponents:
‐Social‘RulesofEngagement’forEmployees
‐DisclosurePolicy
‐FTCGuidelines
The Starter Kit
Policy: Guiding principles for Social Media communication on personal and external platforms.
‐OfficialSpokespersons
‐BlogCommenFngPolicy
‐Ownershipof“policing”efforts
Cartoon by: www.tomfishburne.com
KeyComponents
‐CrisisIdenFficaFon/ClassificaFon
‐Keystakeholders/requiredsign‐off’s
‐Responseprotocols
‐Messagingstrategy
‐Timeline
The Starter Kit
Crisis Response: An organization’s plan for handling crisis in the context of Social Media.
The Starter Kit
The Playbook: A framework for how Social Media will be managed, planned and implemented within and on behalf
of an organization.
KeyComponents:
‐IdenFficaFonofstakeholders
‐Roles/ResponsibiliFes
‐EducaFon/Training
‐IntegraFonwithotherdepartments
KeyComponents:
The Starter Kit
‐Goals/ObjecFves
‐TargetAudience
‐Timeline
‐Budget
‐SuccessMetrics
The Strategy: The why, when & where of implementing a Social Media plan on behalf of your organization.
Cartoon by: www.tomfishburne.com
The Starter Kit
KeyComponents:
Listen:ConversaFonShiSs,ReputaFonManagement,Feedback.
Engage:CampaignManagement,ResponseRaFos,Influence,ContentInteracFons.
Analyze:PlaXorm,Brand,CampaignandCompeFtorAnalysis.
Listen
Engage
Analyze
Metrics Dashboard: A customized suite of tools for listening, engaging and analyzing the Social Media based
conversations about your brand.
There’s no such thing as foolproof…
As long as humans power Social Media, there’s no way to positively ensure that mistakes won’t be made.
That said, having plans, policies and procedures in place can significantly mitigate a brand’s risk level.
And when mistakes do happen, organizations are prepared to respond thoughtfully and strategically.
So ask yourself, can your brand afford to take the risk?
Database of Governance Policies http://socialmediagovernance.com/
policies.php
Social Readiness Checklist http://www.charleneli.com/resources/
checklist-for-social-readiness/ http://www.slideshare.net/
jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final
Metrics/Analysis http://www.socialbusinesstoday.net/
2011/05/top-20-social-media-monitoring-vendors.html
http://www.socialmediaexaminer.com/how-to-build-a-free-social-media-monitoring-dashboard/
FTCGuidelines
h[p://www.Sc.gov/opa/2009/10endortest.shtm
Blogsh[p://socialmediagovernance.com/blog/
h[p://www.britopian.com/
Books
OpenLeadership,CharleneLiTheNOWRevolu/on,AmberNaslund
Socialnomics,ErikQualman
SmartBusiness,SocialBusiness,MichaelBrito
Resources
Gotques)ons?Hollaatus!
LauraCiociaSeniorDigitalStrategistIEverywhere®[email protected]@msciocia/@beeverywherewww.beeverywhere.tv
EricaHarReldVP,DigitalProduc/onIEverywhere®[email protected]@theideamaker/@beeverywhere
