The Keys to Success for Enterprise 2.0 & Social Media
@JamiePappas
Director, Global Brand Communications & Social Media @Akamai
Babson College
©2014 Jamie Pappas
Director, Global Brand Communica4ons & Social Media @Akamai Technologies I have been focused on social social media, e2.0 and enterprise communi4es for >8 years, digital for >10, marke4ng for 15 years, with hands-‐on experience in: • Internal e2.0/social communi4es • Internal blogs • Execu4ve blogging and social media • External social media communi4es • External blogs • External company-‐owned communi4es
A liQle about me before we get started…
©2014 Jamie Pappas
Vision: Transform the way Akamai communicates, engages and collaborates with our key audiences. Strategy: 1. Integrate social media into all communica4ons touch-‐points.
2. Embrace ac4ve listening.
3. Empower and encourage amplifica4on.
We are building the framework and founda9on to empower everyone at Akamai to be social!
Social at Akamai
©2014 Jamie Pappas
So, what are your goals? Ø How do they support the the organiza4on’s
goals?
Ø How do they 4e back to business processes and people?
• Hint: This will help to answer the dreaded ROI ques7on
Ø Are they measurable?
Ø Are they realis4c or are they promising the greatest thing since sliced bread?
If you’re “doing” E 2.0 or social media without goals in mind, you’re just shou4ng at people!
Image courtesy of https://blog.shareaholic.com
©2014 Jamie Pappas
The easiest and most notable success you can have is to address pressing pain points.
Image courtesy of http://www.trisoma.com/trigger-point.html
Ø What challenges does the organiza4on face that might be mi4gated or alleviated with E 2.0/social tools?
• Informa4on/organiza4on silos?
• Lack of exper4se knowledge or ability to locate? • Redundancy of people/processes?
Ø What are some tangible use cases?
Ø What’s all of this going to cost?
• Be honest with budgetary needs
• Consider a “pilot” or “beta” rollout
©2014 Jamie Pappas
And you will need their help. Ø Is there anyone already using collabora4ve tools? Ø Is there anyone who’s been asking for these kinds of tools? Ø Know the people that support open collabora4on -‐ make them
your friends.
Ø Know the people that do not support open collabora4on -‐ make them your friends.
Ø Equip people to be advocates to help build the use cases. Ø Be open to feedback – don’t have everything already figured
out.
Execu4ve sponsors and other key players are your friends!
Image courtesy of http://tech.mn
©2014 Jamie Pappas
…You need both to be successful! Ø Do people know: how? What? Where? When? Why?
Ø Focus on the things they can do with the tools! Ø Variety in training is also key: • Online & in-‐person training
• Lunch-‐N-‐Learns
• Podcasts
• WriQen & Video tutorials
• Train the trainer
Image courtesy of http://reviewsbycole.com
Don’t underes4mate the need for awareness and educa4on…
©2014 Jamie Pappas
“This stuff is not for businesses.”
“Social collabora4on is not work.”
“I don’t have 4me for this…”
“You expect us to pay our employees to socialize?”
“Great. One more tool to keep track of…”
“This is going to take way too much 4me to learn.”
“I don’t have anything to contribute.”
“My boss doesn’t support things like this.”
Image courtesy of http://3.bp.blogspot.com
There will always be cri4cs. Don’t take it personally.
©2014 Jamie Pappas
Remember: Measures of success MUST 9e back to organiza9onal goals.
Ø “Corporate Memory”
Ø Exper4se loca4on on a global scale Ø Reputa4on management
Ø Break down org/info silos Ø Innova4on and thought leadership Ø Connect people with people and informa4on
Ø Personal and professional growth Ø Influencer rela4ons Ø Customer s4ckiness
Image courtesy of h=p://graphics8.ny7mes.com
Achieving measurable success will help them get with the program.
©2014 Jamie Pappas
Qualita9ve (more apparent, but doesn’t always carry as much weight)
Ø User engagement
Ø Community feedback/anecdotal stories
Ø Do they miss it when it’s not available?
Ø Is this a part of “everyday” business ac4vi4es?
Ø Could we work (as well) without it?
Ø Employee sa4sfac4on
Ø “Findability”
Ø Listening to and ac4ng on feedback
Quan9ta9ve (harder to define and track, but oNen the first thing asked for)
Ø Progressive par4cipa4on – Lurker -‐> Influencer
Ø Ac4vity and engagement levels
Ø Resonant content
Ø Employee/customer sa4sfac4on surveys
Ø Employee/customer reten4on rates
Ø Reducing duplicate efforts/ projects
Ø Number of community members
Ø Cost efficiencies gained
The key to success (and truly proving ROI) is both LISTENING & MEASURING
©2014 Jamie Pappas
An integrated suite of tools is cri4cal to our success SocialEye (Content Management) • Pre-‐scheduled news/info • Centralized engagement metrics • Workflows, permissions and content review
HootSuite • Real-‐4me monitoring • Real-‐4me engagement
Radian6 • Long-‐term metrics • Trending topics/posts • Launch/event buzz • Brand sen4ment
Salesforce • Campaign integra4on • Campaign tracking • Lead gen/sales metrics
Google Analy9cs • Social referral traffic • Social exit traffic • Benchmarking against web traffic
©2014 Jamie Pappas
These slides will be available on SlideShare at h=p://www.slideshare.net/jamiepappas
Let’s stay connected
@JamiePappas
linkedin.com/in/jamiepappas
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