© 2011 L1FT Digital LLC
OPERATIONALIZING
SOCIAL MEDIA Amanda Moore, Digital Strategist
@L1FTdigital
© 2011 L1FT Digital LLC © 2011 L1FT Digital LLC
Operationalizing social media
• Why operationalize social media?
• Organizational models
• Program stages and elements
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© 2011 L1FT Digital LLC
WHY OPERATIONALIZE
SOCIAL MEDIA?
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© 2011 L1FT Digital LLC © 2011 L1FT Digital LLC
Why operationalize social media?
Mastering social media is earning the right to engage with
the tribe… • Listening and observing
• Gaining trust
• Offering value
• Messaging authentically
• Correcting errors quickly
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© 2011 L1FT Digital LLC
…and realizing how ridiculously
obvious and transparent brands
are within the social space
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TRIBE RULES
1. No matter what our communication goals are,
consumers have their own
2. Our purpose statement doesn’t govern our
social presence; legally-vetted policies do
3. Feedback happens whether we ask for it (or see
it, or hear it) or not; embrace it
4. Social media can build brand equity – positive,
negative or neutral – whether or not we
participate
5. User-generated content is optimized for search
engines, and stays around for a long time
6. If we correct issues quickly, the tribe forgives
and may even champion your brand
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© 2011 L1FT Digital LLC
© 2011 L1FT Digital LLC © 2011 L1FT Digital LLC
Why operationalize social media?
• Campaigns are only the tip
of the iceberg
• To achieve authenticity we
need programs
• Social media programs • Reinforce and strengthen
campaigns
• Are steeped in goals and
strategies
• Are operationalized (i.e., day job)
• Prosper in an environment of C-
level support
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Goals and strategies
© 2011 L1FT Digital LLC
© 2011 L1FT Digital LLC © 2011 L1FT Digital LLC
Why operationalize social media?
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Social media is not just Marketing
Sales
Customer
Experience Business
Leadership
Marketing
PEOPLE PRODUCT
Help!
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ORGANIZATIONAL MODELS
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Organization models - Centralized
• A central group initiates
and represents business
units
• Used by highly regulated
industries
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Source: http://www.web-strategist.com
© 2011 L1FT Digital LLC © 2011 L1FT Digital LLC
Organization models - Dandelion
• Central policies and
guidelines
• Ambassador training
programs
• Business units and
geographies make
decisions
• Cross-functional
collaboration and
information sharing
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Source: http://www.web-strategist.com
© 2011 L1FT Digital LLC © 2011 L1FT Digital LLC
Organization models
Most companies that organize for social media employ Hub
and Spoke
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Source: Survey of 140 Corporate Social Strategists, Altimeter Group (2010);
http://www.web-strategist.com
© 2011 L1FT Digital LLC © 2011 L1FT Digital LLC
Guidelines for your internal tribe 1. Listening (monitoring) is the first thing that should be
operationalized
2. Marketing, PR, Products, Sales, Support, and HR must all be
aligned around the social media policy
3. They should be coordinating their efforts, using common
platforms, and sharing best practices
4. An ambassador program should be launched to train individuals
across multiple departments to represent the brand
5. Social media organization is not the org chart, it is a cultural
change; and it needs C-level buy in and support
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© 2011 L1FT Digital LLC
© 2011 L1FT Digital LLC
PROGRAM STAGES AND
ELEMENTS
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Three stages of operationalization
• Foundational
• Functional
• Personal
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© 2011 L1FT Digital LLC © 2011 L1FT Digital LLC
Foundational program elements
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LISTEN ENGAGE MEASURE
Social monitoring
tool selection and
investment
Monitoring report
format and frequency
Risk analyses
Policies and
guidelines for all
employees
Brand ambassador
program for select
cross-functional
team
Engagement
strategies
Social media “solar
system” of networks
and platforms
Social media
program goals and
KPI’s
Measurement plan
Clear owners and
domains across
departments
Clear connection
between social
programs and top
line business and
brand goals
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Functional program elements
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LISTEN ENGAGE MEASURE
Monitoring
dashboards,
workspaces and
daily alerts
Routine social media
audits
Employee
notification and
reward system
Crisis plan and
reactive response
tiers
Proactive publishing
calendar and
workflows
Ambassador training
Training on specific
social platforms and
networks
KPI’s and tagging
structures
Specific monitoring
strategies
Program dashboards
and reporting
processes
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Personal program elements
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LISTEN ENGAGE MEASURE
Dashboard and
monitoring
workspace for each
group
Daily alerts for key
individuals
Specific roadmap for
each department
HR, IR, PR, Product,
Marketing, Sales
ownership of their
part
Cross-functional
customer summits
and/or digital
summits
Social media roles
and responsibilities
reflected in personal
performance metrics
© 2011 L1FT Digital LLC
CONTACT Amanda Moore, Digital Strategist
L1FT Digital LLC
Email: [email protected]
Twitter: @L1FTdigital
Linkedin: http://www.linkedin.com/in/amandamooreortega
Phone: 404-704-4182
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