Social Media Fundamentals - July 2012Governance
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ABOUT US
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PORTLAND
AUSTIN
ST. LOUISPHILADELPHIALINCOLN
NEW YORK
LONDON
SINGAPORE
We are a global, integrated, end-to-end social business consultancy.We are leaders in social strategy, implementation and business intelligence.
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OUR SERVICES
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SOCIAL BUSINESS INTELLIGENCE+ Dashboards & benchmarks+ Data services+ Reporting & analytics+ SaaS applications
PERFORMANCE BRAND MARKETING+ Social brand strategy+ Applications and experiences+ Community management+ Advocacy programs+ Listening programs+ Influencer outreach programs+ Social media buying
CONNECTED COMPANY+ Enterprise social
technology+ Workforce collaboration+ Workforce learning+ Social CRM+ Change programs
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OUR APPROACH TO SOCIAL
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WHAT WE OBSERVE
-“I have to do something”: scattered initiatives, no clear direction, low consistency (content and experience).-“It’s hard to keep it all under control”: scalability issues (structural / resources), global vs. local, high number of stakeholders, channels, assets, products, online vs. offline.-“I have to convince management”: common language, business case, KPIs.
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TAKE A STEP BACK
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THINK: WHAT IS YOUR VISION?
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-Think of the big picture: what do you want to achieve? What value do you bring to the market? How do you want to be perceived?-Own social: do not over rely on agencies.-Leverage internal and external: what is the role of your employees? Do you need to organise for Social?
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ASSESS: WHERE ARE YOU NOW?
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-What does your social ecosystem look like?-What are your competitors doing?-What are your priorities?-What is the social maturity level of your channels?-What initiatives have you undertaken?
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PLAN: WHAT ARE THE NEXT STEPS?
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-Prioritise goals.-What are the components to execute your vision? -Build a roadmap.
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SOCIAL MEDIAGOVERNANCE
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WE WILL DISCUSS
1 WHAT - WHY - WHEN 3 SOCIALISE2 ELEMENTS
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1. WHAT - WHY - WHEN
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WHAT IS SOCIAL MEDIA GOVERNANCE
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-Set of guidelines, rules and recommendations clarifying best practices for interactions on social media channels.-Also referred to as social media policy.-Can be anything from a one pager, a video, a deck, or an exhaustive document.
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EXAMPLES: WHAT OTHERS HAVE IN PLACE
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-Cisco: personal vs. work representative.-Coca Cola: shared values.-Dell: lightweight.-Morgan Stanley: in a regulated industry.
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WHY DO YOU NEED GOVERNANCE
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-Brand opportunity: participate in customer conversations.-Risk mitigation: new study shows social media perceived as high risk.-Crisis management: being prepared pays off as recently seen with O2.-What about common sense?
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WHEN SHALL I START?
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NOW-Blend between personal and professional.-Social media no longer only for marketing.
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2. ELEMENTS
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WHAT GOES INTO GOVERNANCE
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-Entire organisation: high level ‘principles’ focusing on brand values, tone of voice, disclosure and confidentiality.-Social media team: more detailed ‘playbook’ focusing on running the channels, resources, processes, look and feel.
Entire organisation
Social Media team
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ENTIRE ORGANISATION
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-Company vision and social media strategy.-Definition of social media.-Purpose of the governance + living document.-Social media principles.-Important to strike a balance between inspiration and practical guidance.
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SOCIAL MEDIA TEAM
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-Roles and responsibilities within your organisation.-Processes.-Channels.-Safety considerations.-Crisis management.
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3. SOCIALISE
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AVOID THE FOLLOWING
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-Long, text heavy decks and documents emailed around or uploaded onto intranet: no one will read them!-Threatening language: NO, DON’T, SHOULD, MUST.
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ROLLING OUT GOVERNANCE
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-Involve your employees: what matters, buy in.-Be visual: video, poster, desktop saver, ambient.-Be interactive: training app.-Share: YouTube, SlideShare.-Do hands on training: practice makes perfect.
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EXAMPLES
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*Salesforce*Darthmouth-Hitchcock
Infographic
Videos
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RECAP
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-Social media requires vision and strategy-Social media governance as first step-Living + breathing document-Socialisation is key, it’s a journey
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QUESTIONS
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Thank you!
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CONTACTS
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Olga Kozanecka SOCIAL BUSINESS CONSULTANT
Serena Alboni SOCIAL BUSINESS CONSULTANT
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MORE CASE STUDIES OUR BLOGwww.dachisgroup.com/case-studies/ www.dachisgroup.com/blog/
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