social media governance
TRANSCRIPT
©Copyright2009byChrisBoudreaux.Usedwithpermission.
Empowerment With Accountability Social Media Governance in the Enterprise
By Chris Boudreaux
©Copyright2009byChrisBoudreaux.Usedwithpermission.
Socialmediaofferthepoten1altoaddvalueateverystageofthecustomerexperience.
May2009 2
BenefitsofSocialMediaintheEnterprise
• Crowdsourcingofnewideasfromexis?ngandpoten?alcustomers
• Efficientaccesstoqualifiedtestsubjects
• Increasedabilitytoleverageexper?seandsourceideasacrosstheorganiza?on
• Improvedtarge?ngcapabili?es
• Newchannelsformarke?nganddistribu?on
• Viralmechanismsthatincreaseacquisi?onefficiencyandpenetra?onrates
• Newrevenuemodelsandpaymentmechanisms
• Newopportuni?esforself‐serveandlowercost‐to‐servechannels
• Greaterdepthandbreadthofcustomerinterac?ons
• Greateropportunityforpersonaliza?on
• Fewerandmoreefficienthandoffs
ProductDevelopment Marke?ngandSalesFulfillmentand
Support
©Copyright2009byChrisBoudreaux.Usedwithpermission.
CreateandDelivertheCustomerExperience
Organiza1onsusingsocialmediaquicklyencounterlotsofimportantques1ons,whoseownersliethroughouttheorganiza1onalfunc1ons.
ProductDevelopment Marke?ngandSalesFulfillmentand
Support
EnabletheEnterprise
FinanceandAccoun?ng
CustomerInsight
IT HR PartnersandVendors
LegalandRegulatory
Organiza1onalQues1onsTriggeredbySocialMedia
• DoIgetvaluefromsocialmedia?
• Whatisthebusinesscase?
• Howwillwemeasureperformance?
• Howwillweensureanintegratedviewofthecustomer?
• Howcanweleveragedatatocreatevalue?
• HowshouldwepartnerwithfirmslikeFacebookandTwiZer?
• Howcanweiden?fyandpromulgatebestprac?ces?
• Howdoweensureinforma?onsecurity?
• Howdowehelpthebusinesschooseamongemergingtools?
• Howdowetrainourpeopletoeffec?velyusesocialmedia?
• Howcanweensureconsistentcustomerexperiences?
• Howdowescalesocialmedia?
• Howwillwemanagethebrandinallofthis?
• Howdowebalanceempowermentwithrisk?
• Whichregula?onsarerelevant,andhowwillwecomply?
• Whatpoliciesmakesense,andhowdowemanagethem?
May2009 3
©Copyright2009byChrisBoudreaux.Usedwithpermission.
Thesecross‐func1onalques1onscanbeespeciallychallengingbecausesocialmediaarerela1velyimmatureandchangeconstantly.
May2009 4
ChallengesintheCurrentStateofSocialMedia
Risk • Brandandregulatoryrisk• Ownershipofdatacreatedwithinsocialmediaiso_enunclear• Yourcommitmenttoprivacymaybedifferentthanyoursocialmediapartners
• Absenceofservicelevelagreementsfromsocialmediapartners
• Ifyoudon’tstartlearningnow,youmayfallbehind!!EaseofEntry • Socialmediatoolsareusuallyfreeorverycheaptouse
• Technicalrequirementsareusuallyverylowtobegin,asmostu?li?esandtoolsaredeliveredviawebbrowser
• Youremployeesareprobablyalreadyinterac?ngwithyourcustomerswithinsocialmediaUnclearOwnership
• Lotsofpeoplehaverelevantexper?se(PR,SEO,Marke?ng,IT,etc.)
• SocialMediaisnew,coolandgeenginvestmentdollars
ImpliedCommitment
• Oncecustomersbecomeaccustomedtointerac?ngwithyouviasocialmedia,stoppingrisksdamagetoyourcustomerrela?onships
Con1nualEvolu1on
• Yourteammustcon?nuallyupdatetheirknowledgeofavailabletoolsandevolvingfeatures
• Thefactthatinforma?onissoreadilyavailablemeansthatinforma?onassetsdecaynearlyasrapidlyastheyaccumulate.
DistributedPar1cipa1on
• Moreemployeeswillinteractwithcustomers–probablymorefrequently
• Thegoalistoachieveconsistentbehavior,linkedbacktothebusinessvision,whileempoweringcrea?vity.
©Copyright2009byChrisBoudreaux.Usedwithpermission.
SocialMediaGovernancecanhelporganiza1onscoordinatecross‐func1onaleffortsandmaximizebusinessvaluefromsocialmedia.
May2009 5
ComponentsofSocialMediaGovernance
PrinciplesandEnablers
ProcessModel GovernanceStructure
ResponsibilityMatrix
Metrics
Definesanddescribesinter‐opera?onofprocesses,structureandmetricstoachievebusinessgoalsthroughsocialmedia
Processesthatenableeffec?vedecisionsandcon?nualimprovementthroughoutdesign,developmentandopera?onofsocialmediasolu?ons
Keyleadersandpar?cipants,andtheirprimaryresponsibili?eswithrespecttosocialmedia
Rolesandresponsibili?esofprimaryandsuppor?ngpar?cipantsacrossorganiza?onalfunc?ons
Businessperformancemetricsthatinformdecisions
©Copyright2009byChrisBoudreaux.Usedwithpermission.
EachcomponentofSocialMediaGovernancesupportsinternalchampionsofsocialmediabyhelpingtoanswertheques1onstriggeredbysocialmedia.
May2009 6
ExampleQues1onsTriggeredbySocialMedia KeyIssuesforSocialMediaChampions
RelevantGovernanceComponents
• DoIgetvaluefromSocialMedia?• IsSocialMediareallyhelpingmybusiness?• Howwillweensureanintegratedviewofthe
customer?
Howissocialmediaalignedtothebusiness?
• GovernancePrinciplesandEnablers
• ProcessModel
• HowcanIgetthiskeyini?a?vepriori?sed?• HowcanIensureappropriatecontroloversocialmedia
spendandrisk?• Areweinves?ngour?meandmoneyappropriately?
Howshouldsocialmediadecisionsbemade?
• ProcessModel• GovernanceStructure• ResponsibilityMatrix
• Whatshouldbethesocialmediaspendthisyear?• Whoownssocialmedia?
Howdowemanagesocialmediainvestments?
• ProcessModel• GovernanceStructure• ResponsibilityMatrix
• HowdoIgetfundingforthisnewproject?• Whoneedstoapprovethisproject?• Whoisaccountableforsocialmediaresults?• Whathappenswhenmyexperimentbudgetrunsout?• Whatregula?onsarerelevantandhowdowecomply?
Whatcontrolsdoweneedinplace?
• ProcessModel• ResponsibilityMatrix
• WheredoIwantsocialmediachampionstofocus?• WhatservicelevelsshouldIexpectfromsocialmedia
partners?• WhatareasofsocialmediagovernanceshouldI
approve?
Howdowemeasureandreward?
• PerformanceMetrics
©Copyright2009byChrisBoudreaux.Usedwithpermission.
Forexample,well‐definedandimplementedSocialMediaGovernanceprocessescanhelptosupportsocialmediaobjec1vesthroughouttheorganiza1on.
May2009 7
SocialMediaGovernanceProcesses
EmpowerandSupporttheBusiness
MeasureandImprove
EstablishandManageStandards
DevelopSharedServiceBudgets
ManageSocialMediaPartners
AchieveBusinessObjec1ves
Iden?fy,Priori?zeandPlanSocialMediaInvestments
ManageSocialMediaEffortsandTrackBenefits
©Copyright2009byChrisBoudreaux.Usedwithpermission.
Organiza1onscanbeginbydeterminingtheircurrentanddesiredlevelofsocialmediagovernancecapabili1es.
May2009 8
Maturing
• Marke?ngandITeducatebusinessleadersaboutusesandbenefitsofsocialmedia
• Ini?alforma?onofcross‐func?onaldecisionprocesses
• Definedorganiza?onalrolesandresponsibili?esbyfunc?onormajorgroup
• Establishedsocialmediadecisionmakingandescala?onpaths
• InternalServiceLevelAgreements
• Ac?vity‐basedmeasurementsandlimitedrepor?ngcapability
Experimen1ng
• Informalopera?ngprocessesandmodel
• Adhocdecisionmakingprocesses
• Focusondeliveringshorttermresourceneeds
• Limitedperformancetracking
Leading
• Proac?vecross‐func?onalengagement
• Establishedcross‐func?onaldecisionmakingbodies
• Alignmentofsocialmediainvestmentsandbusinesspriori?es
• Businessvalue(businesscases)asprimarydriver
• Businessleadersleveragesocialmediatosupportandenhancetheirbusinessstrategies
• Jointcross‐func?onalpriori?za?on• Socialmediagovernedbyexplicitperformancecriteria
• Rewards?edtovalue,keymeasuresconsistentlyapplied
• ServiceLevelAgreementswithkeysocialmediau?li?es
BusinessValueCreated
Inconsistent,LowerValue
Sustained,HigherValue
SocialMediaGovernanceCapabili1esBasic Leading
SocialMediaGovernanceMaturity
