@TiffanyStJames
Embedding Social Business Practice
40 seconds of twitter mentions
Http://flickr.com/photos/hepwori/5981862741/
So, we’re all pretty aware of this, right?
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@TiffanyStJames
Social vs traditional media
1) Power in lobbyists and consumer hands
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…so have a social media crisis plan
2) The indelible record of messing up in public
…so have guidance, train staff and
plan for, and mitigate errors @TiffanyStJames
3) Twitter is the newswire
Jan 09: Hudson river landing:
first twitter-broken story
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…so be plugged in to what people are
saying about your brand and your industry
…and you might not like what it says
http://thisisnotaninsight.tumblr.com/
…so add value @TiffanyStJames
4) Listen and optimise
Listen with intent and act swiftly @TiffanyStJames
5) Trust in individuals
Edelman Trust Barometer 2013 here @TiffanyStJames
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6 uses of social media in business
1) HR
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2) PR
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3) Direct Sales
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4) Customer service
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5) Business Intelligence
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Define the tools you use by
your objectives
6) Internal comms
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Considerations on embedding
social business practice
Informing your social business strategy…
What social can deliver for the business
Current KPIs
Digital Strategy
Business Objectives
•Benchmark •Best Practice
•What works •Current social footprint
Your Business
Competition
Similar Industry
Other Industries
What social
CAN deliver
for the
business
What social IS
delivering for you,
for your competitors,
and industry
What people
and tech
capabilities
DO you have
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Transtheoretical Model of Behaviour Change
Pre-contemplation
Contemplation
Preparation
Action Maintenance
Raise
awareness
Combat
disengagement
Increase
relevance
Provide
solutions
Facilitate
action
Reinforce
Maintain
Generate
advocacy
Peer feedback
@TiffanyStJames Prochaska and DiClimente
Decide the right structure
@TiffanyStJames
A word on governance…
Code of Conduct
• The behavioural wish list
Policy
• Purpose
• Principles
• Statement of ethics
• Context for organisation
• Professional and personal use
Guidance
• How we use platforms here
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Rebuttal & Mitigation
• Ownership, with clear roles and
responsibilities still key
• Mainstream media has a vital role
• People want clear, straightforward
information
• Speed
• Social media is driven by trust in
people, rather than organisations
• The audience have the tools to
investigate, record, publish and
mobilise now
Same
Different
Source: The Social Simulator
Sometimes you’ll need to be two-faced
Be a pedant
for analytics Love your
customers
@TiffanyStJames
Surprise and delight your customers
@TiffanyStJames
People will forget what you said, people will forget what you did, but people will never forget how you made them feel. - Maya Angelou
Thank you!
Social Media Strategist
Tiffany St James
@TiffanyStJames
bit.ly/tiffanybio
slideshare.net/tiffanystjames
@tiffanystjames
http://tiffanystjames.com
tiffanystjames
Embedding digital and social media capability in organisations