Overcoming Obstacles to Social Media Integration

OVERCOMING OBSTACLES TO SOCIAL MEDIA INTEGRATION

•Background in public relations/community relations•Social media enthusiast•Blog – http://veryofficialblog.com/•NHL Detroit Red Wings – New Media•Now employed by PEAK6 Investments Online

Shannon Paul

Four Major Challenges of Social Media Today

Preparing corporate culture for adoption Getting executives to buy in

Making social media “campaigns” work

Measuring social media Determining whether social media

even mattersIdentified and discussed by Jeremiah Owyang, Peter Kim and Charlene Li on a recent panel at the Web 2.o Expo in San Francisco

Changing culture

Hot Not Collaboration Openness Dialogue

Domination Control Monologue

According to Media Futurist Gerd Leonhard

We are the problem

Businesses are moving from command and control to collaboration and teamwork

Cision CEO John Chambers

Our No. 1 priority is company culture. Our whole belief is that if you get the culture right, then most of the other stuff like great customer service or building a long-term, enduring brand will just happen naturally on its own.

-Zappo’s CEO Tony Hsieh

The telephone is actually one of the best branding devices out there.

Owning and acquiring vs. implementing and integrating

Public Relations

Marketing

Customer Service

Operations

Research and Development

Compliance

Human Resources

Distribution

Product Availability…

Social media touches everything

Realigning priorities

CustomerCompany

Becoming customer-centric

Be Delightful

Surprise them with added value Give them REAL treats! Ask for feedback Respond to feedback Don’t focus on selling – instead make

it easier to buy

Be a resource

How do we get people to build THEIR stuff with OUR stuff? Think of ads as content Give away your recipes Help them solve THEIR problems

Really listen

Go beyond formal surveys DISCOVER what customers want

Subscription monitoring tools Google alerts – news pubs and blogs

Read comments! Twitter search – http://search.twitter.com/ Forums

Ask for feedback

Social media simply takes YOUR creative work into new places by empowering INDIVIDUALS with the distribution

You already make GREAT stuff!

Social networks

Facebook Don’t just think about fan pages!

Twitter MySpace Flickr

Groups YouTube

Not just for playtime or contests

Sponsorship

Sponsored conversations Partnerships beyond sports teams

and charities Otherwise free web applications Music (Nokia)

Thinking beyond signage and banner ads

How social is your content? Can your content be shared/embedded

on multiple social networks/platforms? Do items like videos have unique URLs? Can you gather feedback? Is someone responsible for responding

to feedback as a HUMAN? Can your content be found through

search? Is your content worth sharing?

Let’s discuss

Ways to discover me

shannonpaul5@gmail.com http://www.linkedin.com/in/shannonp

aul http://veryofficialblog.com/ Text shannonpaul to 50500 (734) 968-9065 More about PEAK6 Online

http://peak6.com http://www.ONN.tv http://weseed.com/