prsi int pr conf 2011 - day 2 - stakeholder engagement with social media by poonam sagar
TRANSCRIPT
40,829,720 users1,293,131 tweets/day
860,000 users
5,270,658 blogs and growing
30.000.000 users
6 hrs/month
51% download/stream video
Social Media Landscape in Indonesia
Indonesia reported the highest penetration, with 20.8 percent of Internet users in the country visiting Twitter ~ comscore
Penetration of population: 17% Penetration of online population: 136.10%
> 40,829,720 Facebook users & GROWING…
World rank: No. 2
Stakeholder Management MatrixIdentify who you should spend the most time and effort on, and collect
the names and addresses of the “Manage Closely” group
Source: PM Hut blog
Manage CloselyThese are the people you must
fully engage and make the greatest efforts to satisfy.
Keep SatisfiedPut enough work in with these
people to keep them satisfied, but not so much that they become bored
with your message.
Keep InformedKeep these people informed, and talk to them to ensure that no major issues are
arising. These people can often have influence in areas you are unaware of, as
seen in viral adoption.
MonitorMonitor these people, but do not
burden them with excessive communication.
Influence
Inte
rest
Qantas fleet is grounded for 48 hours and chaos ensues
Initial tweets came from @QantasMedia
@QantasMedia used as “breaking news” channel
Retweeted from @QantasAirways
Ongoing updates from @QantasAirways
Tone was formal, accurate, factual, and authoritative
Framework for EngagementContent presentsopportunitiesand risks.Moderators needto be guided bytraining, policy,common sense(and a little bit offear…)
Engagement is core business.
Objectives can only be met with strategic communications:
• Inspiring potential and current staff• Marketing products & services• Company branding• Community engagement• Government affairs• PR and Media relations
5 Steps to Engagement1: Assess Stakeholder Needs & Interests2: Develop Rules Of Engagement
3: Identify Right Managers For YOUR Stakeholders
4: Establish Internal & External Process5: Train, Equip & Deploy (TED)
5 C’s EngagementContent: ongoing narrative (stories)
which educates, inspires, informs and connects.
Context: deep understanding of how participants within community engage and the tools they
use to do so.Connectivity: connecting members of
community in mutually beneficial ways.
Continuity: sustaining efforts over time, ensuring that community is healthy and productive.
Collaboration: collaborative efforts of participants who share, co-create and edit each others efforts.
Engagement tools
Blogging Micro
Blogging
Photo Sharing
Video Sharing
PodcastsWidgets
Social Networki
ng
Chat Rooms
Message
Boards
RSS Feeds
Source: Universal McCann Companies Study on Social Media Trends (March 2008)
• Investor‐focused• Greatly increased outreach and accessibility• Be approachable, encourage questions, respond
to comments, acknowledge reTweets and mentions
• Push out corporate news, industry news, interesting articles, goodwill news about peers
• Follow the people and communities that you want to follow you
• Respond to all questions
Follow me @poonamsagar
Facebook• Community focus• Push out feel good news, job postings, no $$
stuff• Be innovative to draw people to site – photo
contests, etc.
Corporate Blog• Talk about non‐material but positive
information• Expand on press releases, frequent Q&As• Increases Google rankings
LinkedIn• Encourage employees to join – spreading corporate
brand, shows you’ve got qualified, high‐quality team• Participate in discussion groups – demonstrate that thecompany has something to say • Searchable with Google
SlideShare• Post presentations• Can track views, searchable with Google• SlideShare pushes out “similar information” to members
YouTube• Corporate videos, project videos, interviews• Show credibility, personality
Webcasts• Choose conferences with webcast option– Expanded reach– See spokesperson in action – credibility– Archived and accessible• Open up to online questions as well as phone
http://www.flickr.com/photos/pinksherbet/4456978157/in/photostream/
Be genuine
Be honest
Really engage in conversation
Really connecting as an entity means
Invest in developing relationships
letting individuals shine too
Economic Success Includes
• Increasing sales • Growing market share (or brand
preference share)• Return on marketing investment• Growing shareholder value or share price• Increasing reputation and image (via
external rankings, stock price)• Increasing the lifetime value of a customer(brand loyalty)
Behavioral Change Includes:
• Raising awareness• Shifting attitudes and change
stakeholder Perceptions• Driving trial• Inspiring action: Do more or Do less• Recommending (e.g. net promoterscore)
Support Organizational Functions
Human Resources:recruiting, retention, job descriptions
http://www.flickr.com/photos/32955500@N08/3084647270/
Internal Communicationscollaboration, communication, resource sharing
Collaborative Training:tools, processes, information-sharing
Product Development:research, sentiment, real-time feedback
Customer Service:Real-time reactions, listening, community feedback and support
Sales/Marketing:engagement, lead generation, sales cycle development
Insight
Make decisions based on hard data.• Answer questions ‘who, why and how’
first.• Stakeholder profile: demographic
segments, activity, networks• What content is valuable to them – how
might they share it?• Make insight cycle perpetual using
analytics and reporting frameworks
Barriers to EngagementMulti-level approvalsInability to respond quicklyTalking logos
Not knowing what the stakeholder wantsNot delivering valueOne-way conversationsNo entry paths to participation
http://www.flickr.com/photos/glenscott/860805757/sizes/l/in/photostream/
•Listening•Learning•Conversing•Sharing•Researching•Following•Investing•Trusting•Relating•Acknowledging•Doing•Engaging
•Dismissing•Ignoring•Automating•Refusing•Assailing•Boring•Tiring•Repulsing•Preaching•Annoying
Quick Tips• Brand your pages• Choose the right person as your social mediaspokesperson• Show your personality• But remember this is corporate
information, not personal• Be creative• Copy other people’s ideas• Try new things
Interest in Listening
Willing to Take RisksAbility to
Respond Quickly
Belief in Transparenc
y
http://www.flickr.com/photos/71325969@N00/2634561264/
Belief in Stakeholder Engagement
Summary• Empowered employees ambassadors• Community engagement lifetime value for
multiple stakeholders• Community managers engage Community• TED: Train, Equip & Deploy community
managers on social platforms• Success economic & behavioral • Organizational implications between PR,
marketing & coordination with steering committee
Your stakeholders are listening out for you …
Building relationships: reaching people how and when they want.”
Connect with me:Poonam SagarTwitter: @poonamsagarEmail: [email protected]: poonamsagar.comCompany website: www.infotech.co.id