SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

Manage a global social mediaprogram

ANITA VESZELIERICSSON

Manage a global social media program

Anita Veszeli, Ericsson January 25, 2016

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Establish a framework that

› supports business & communication objectives

› has clear ownership

› flexible

› meets the needs of each business unit, region & country

Organizational

Language

Platforms

Culture & Politics

Time zones

Content & Messaging

The challenges

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BENCHMARK Examine existing channels, followers. Familiarize with current and upcoming content.

Understand the organizational set up and resources.

Analyze competitors channels and content

ENVIRONMENT Understand industry, company, target audience and geographical culture

Meet the team, learn about dynamics, priorities, ways of working, strengths and weaknesses

Evaluate existing policies, guidelines, processes

SOCIAL MEDIA STRATEGY Study the existing one, learn about focus areas and development areas for this year

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listen & learn

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Global-local presence Channel strategy

Social Sharing

SOCIAL MEDIA HUB

Targeted Communities

Pus

h

Pul

l

SEM

Syndication

SEO

Forums/ Groups

Opt-in Marketing

Social Networks

› Where are your target audiences?

› What are they looking for?

› How and where are your competitors active?

› What are your organization’s strengths and weaknesses?

› How to build a cohesive strategy across all channels?

› How to secure brand reputation, tone of voice, etc. across all channels?

› How do you/will you know if you are successful?

Local Communities

Special Interest

Communities

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Content that align with channel strategy and meets the stakeholder’s needs › Hub: relevant to global audience

– thought-leadership pieces, – high-level educational guides, – corporate news, – globally-available products/services

› Communities: focus on special and local interests

– Educational ‘how to’ guides, – case studies, – guest posts or video interviews featuring users

Global-local presence Content & Organization

Multiple Hub and spoke (Dandelion)

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Global-local presence Governance

Social Strategy

Social governance framework

Data privacy and control

Social Media policy

Social resilience and crisis management

Regulatory/Compliance

Policy Awareness and training

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Asses & plan

TACTICAL & ACTION PLAN Create a short and mid term plan focusing priorities that have immediate results, make ways of working more efficient and supports team work.

IMPROVEMENT AREAS Identify gaps in channel, content strategy, organization set up, policies, processes. Unfold team and ways of working issues. List all matters and prioritize what needs immediate attention.

COMMUNICATION Plan and book weekly/monthly/quarterly and project based meetings with the content, social media, digital teams.

Set up info sharing and collaboration sites. Create email and internal chat communities.

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Manage SHARE, INVOLVE, RECOGNIZE Share your plan, paint the full picture. Involve the team, gather their comments, feedbacks.

Encourage new ideas and suggestions. Engage with them regularly.

Managing a global, virtual community is about leadership and collaboration.

DEVELOP Equip with the right tools for listening, managing and measuring.

Enable with constant education, training, sharing best practices and learnings from mistakes

Create and update policies, guidelines, tip sheets, check lists, templates

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Assess Measure and analyze

GIVE DATA A MEANING Crunch the numbers regularly to keep track of progress.

Make adjustments when, where necessary, take small steps.

GIVE IT MEANING Continuously share success within the organization.

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ANITA VESZELI Integrated Communication Manager Editorial Board, Social Media, Employee Advocacy BU Global Services

anita.veszeli@ericsson.com

Twitter: @anitaveszeli

LinkedIn: https://www.linkedin.com/in/anitaveszeli

Instagram: https://www.instagram.com/anitaveszeli/

Enjoy the ride!

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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016