web 2.0 2010 - navigating the risks and reaping the rewards of social media
DESCRIPTION
This presentation will discuss a balance of risk vs. rewards when incorporating Social Media into interactive communications with audiences inside and outside the organization.TRANSCRIPT
Imagine if you owned brand management …
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Slide 2
http://www.youtube.com/watch?v=CvVp7b5gzqU
As of May 4th, 2010
Copyright © Open Text Corporation 2008 - 2010. All rights reserved.
3
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Slide 4
What are the risks?
Message
Loss of control
Negative publicity
Network effect
Organization
Key metrics
Policy
Productivity loss
Compliance
Doing nothing
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Slide 5
BC
The AUDIENCE is the MESSAGE,
And, more than that:
The AUDIENCE is the NETWORK
The network effect
Need for metrics
Policy
Corporatecompliance.org, August 2009
Do you have an employee social networking policy?
Productivity loss
77% of workers have a Facebook account
Of those workers with Facebook accounts, nearly two-thirds access Facebook during working hours
Those who access Facebook at work do so for an average of 15 minutes each day
87% of those who access Facebook at work couldn't define a clear business reason for using it
2009, Nucleus Research Study
Copyright © Open Text Corporation 2008 - 2010. All rights reserved.
Slide 9
Governance, Risks & Compliance
Executive reluctance
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Slide 11
http://www.imdb.com/video/screenplay/vi3195601689/
Social media is not a strategy,
it should support a strategy.
An opportunity to transform the organization
Keep in mind; we’ve been here before
Copyright © Open Text Corporation 2008 - 2010. All rights reserved.
Slide 14
http://www.youtube.com/watch?v=mcskckuosxQ
Copyright © Open Text Corporation 2008 - 2010. All rights reserved.
Slide 15
Rupert Murdoch knows
“Success in the online world will, I think, beget greater success in the printed medium. …
By listening more intently to our readers.”From his address to the American Society of Newspaper Editors
(April 13, 2005)
Universal Studios: Harry Potter Theme Park
From 7 to 350million
Marriott: Blogger-in-Chief
Idea
Det
ails
, R
atin
g,
Co
mm
ents
, S
end
to
Fri
end
Stelter’s community
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Slide 20
185 registered usersAdditional sends on days marked with white rockets
Stelter’s goal: 100 registered users
Social marketing maturity cycle
“Most” major Companies are
around here – or are trying to be…
Communication
CommunicationExpertise
EngagementCommunity
CommunicationExpertise
EngagementCommunity
Co-CreationServiceSupport
CommunicationExpertise
EngagementCommunity
ServiceSupportSales
Advocacy
CommunicationExpertise
EngagementCommunity
ServiceSupport
SalesAdvocacy
Social CRMSelf-service
Micro bloggingSocial Brand Pages
Yahoo! AnswersCommunity Participation
Corporate BloggingTools & Information
Sponsored CommunitiesCorporate ResponsibilitySponsored Conversations
Crowd Sourced InnovationSocial Q&As
Customer AssistanceService as Marketing
Social Lead GenerationSales or Employee Advocacy
Content Distribution
Adaptive SellingSocial Commerce
Integrated SupportCustomer-based distribution
Community/problem driven sales
Developing a social marketing strategy
Develop an initial strategy• Determine objectives for social
media• Select targeted channels and
tactics• Set timelines and measurement
criteria
Establish a team and governance model• Identity a core social media team, and regional
representatives• Identify content producers• Define and communicate a governance model
for official and casual use of social media
Start listening and monitoring• Understand what is being said about your
brand• Identify needs where your targets are,
what they talk about, and where we can add value
• Select key topics, and actively monitor the chatter
Test and learn• Select 2-3 specific focus
areas, with concrete, measureable results
• Initiate small campaigns – a blog, forum, twitter feed, video, etc.
• Measure the results
Expand (and measure)• Take what works, and
expand the investment – more content, more conversation
• Continue to measure the results, adjust investment as appropriate
LISTEN, PLAN, PARTICIPATE, MEASURE, EXPAND
To reap rewards: The three T’s
Technology can Enforce automated policy Empower transparency
Building Trust; that’s up to us
Copyright © Open Text Corporation 2008 - 2010. All rights reserved.
Slide 24