change management 2.0: falls & sullivan, iabc world
Post on 19-Oct-2014
1.596 Views
Preview:
DESCRIPTION
TRANSCRIPT
CHANGE MANAGEMENT 2.0CHANGE MANAGEMENT 2.0How a social media strategy smoothes the bumpy road of
managing online communications
Jason Falls, Vice President, Interactive & Jason Falls, Vice President, Interactive & Online Communications, Doe AndersonOnline Communications, Doe Anderson
Heidi Sullivan, Director, Media Research, CisionHeidi Sullivan, Director, Media Research, Cision
Getting Started in Social MediaGetting Started in Social Media
The 4 Big Questions
What are my goals?
Who is my target community?
Who will represent my brand?
How will I measure my success?
Change Management 2.0:
Jason Falls, Doe Anderson
Heidi Sullivan, Cision
Using Social Media to Connect with Using Social Media to Connect with Consumers, the Media & Consumers, the Media &
ProfessionalsProfessionals
THE GOVERNING PRINCIPLES
• Be transparent
• Respect preferences
• Don’t pitch, converse!
Change Management 2.0:
Jason Falls, Doe Anderson
Heidi Sullivan, Cision
Creating a Corporate Social Media Creating a Corporate Social Media PolicyPolicy
• Identify your social media representative(s) and outline goals, messaging and rules of engagement
• Build guidelines for non-reps on engaging on behalf of your brand
• Outline what can/can’t be done during working hours (A study of office workers in UK has found that banning access to websites at work actually decreases staff productivity.)
• Don’t bury this policy in the employee handbook – make sure it is reviewed and updated regularly
Change Management 2.0:
Jason Falls, Doe Anderson
Heidi Sullivan, Cision
Personality 2.0Personality 2.0• Go in with a plan• Be yourself, but remember that you represent your brand• Social media gives others a snapshot of you: What does your
picture look like?• Listen to the tone of each site before engaging• Creating a mix of content: ⅓ about you, ⅓ sharing
articles/ideas, ⅓ conversation• Regularly clean up your profiles• Stay for the marathon, not the sprint, to build relationships
Change Management 2.0:
Jason Falls, Doe Anderson
Heidi Sullivan, Cision
Listening: The Basic ToolsListening: The Basic Tools Alerts: Monitor your brand, your
competitors, your industry and you!
Find influencers & blogs in your industry
Twitter Search: Who’s talking about you?
Change Management 2.0:
Jason Falls, Doe Anderson
Heidi Sullivan, Cision
Listening: The Advanced ToolsListening: The Advanced Tools
Social Media Dashboard powered by Radian6
Yahoo! Pipes: Search for the Point of Need and other monitoring
Ning allows you to create your own social network (some use for market research)
Change Management 2.0:
Jason Falls, Doe Anderson
Heidi Sullivan, Cision
Case Case StudiesStudies
Turning Detractors Turning Detractors into Fansinto Fans
Change Management 2.0:
Jason Falls, Doe Anderson
Heidi Sullivan, Cision
• Clearly Identify & Disclose Who You Are/With
• State Your Reason For Being There
• Listen
• Play Nice With Others
• DO NOT SELL
Spamless EngagementSpamless Engagement
LionelatDell – TwitterExamplesExamples
• Acknowledge their right to complain
• Apologize (if warranted)
• Assert (if warranted)
• Assess what will help them feel better
• Act accordingly (if possible)
• Abdicate (sometimes a turd is a turd)
Dealing with DetractorsDealing with Detractors
Source: “Online
Community Best
Practices” by Jeremiah Owyang, Forrester Research,
March 2008; Used with
permission.
Types of DetractorsTypes of Detractors
Boingo – Various platforms
ExamplesExamples
BioH/Cargill – The Urban Lifestyle
ExamplesExamples
Let’s ConnectLet’s ConnectJason FallsVP, Director of Interactive& On-Line CommunicationsDoe-Anderson
heidi.sullivan@cision.comTwitter: @hksullyO: 312-873-6653
blog.us.cision.com
Heidi SullivanDirector, Media ResearchCision US, Inc.
jfalls@doeanderson.comTwitter: @JasonFalls
O: 502.815.3257www.socialmediaexplorer.com
top related