The Keys to Success for Enterprise 2.0 & Social Media

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Slides from my talk to Sal Parise's Babson MBA class on March 1, 2014 - The Keys to Success for Enterprise 2.0 & Social Media

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1. The Keys to Success for Enterprise 2.0 & Social Media @JamiePappas Director, Global Brand Communications & Social Media @Akamai Babson College 2. AliQleaboutmebeforewegetstarted Director,GlobalBrandCommunica4ons&SocialMedia @AkamaiTechnologies Ihavebeenfocusedonsocialsocialmedia,e2.0and enterprisecommuni4esfor>8years,digitalfor>10, marke4ngfor15years,withhands-onexperiencein: Internale2.0/socialcommuni4es Internalblogs Execu4vebloggingandsocialmedia Externalsocialmediacommuni4es Externalblogs Externalcompany-ownedcommuni4es 2014 Jamie Pappas 3. SocialatAkamai Wearebuildingtheframeworkandfounda9ontoempower everyoneatAkamaitobesocial! Vision: TransformthewayAkamaicommunicates,engagesandcollaborateswithourkey audiences. Strategy: 1. Integratesocialmediaintoallcommunica4onstouch-points. 2. Embraceac4velistening. 3. Empowerandencourageamplica4on. 2014 Jamie Pappas 4. IfyouredoingE2.0orsocialmediawithoutgoalsinmind, yourejustshou4ngatpeople! So,whatareyourgoals? Howdotheysupportthetheorganiza4ons goals? Howdothey4ebacktobusinessprocessesand people? Hint:ThiswillhelptoanswerthedreadedROI ques7on Aretheymeasurable? Aretheyrealis4coraretheypromisingthe greatestthingsinceslicedbread?Image courtesy of https://blog.shareaholic.com2014 Jamie Pappas 5. Theeasiestandmostnotablesuccessyoucanhaveisto addresspressingpainpoints. Whatchallengesdoestheorganiza4onfacethatmight bemi4gatedoralleviatedwithE2.0/socialtools? Informa4on/organiza4onsilos? Lackofexper4seknowledgeorabilitytolocate? Redundancyofpeople/processes? Whataresometangibleusecases? Whatsallofthisgoingtocost? Behonestwithbudgetaryneeds ConsiderapilotorbetarolloutImage courtesy of http://www.trisoma.com/trigger-point.html2014 Jamie Pappas 6. Execu4vesponsorsandotherkeyplayersareyourfriends! Andyouwillneedtheirhelp. Isthereanyonealreadyusingcollabora4vetools? Isthereanyonewhosbeenaskingforthesekindsoftools? Knowthepeoplethatsupportopencollabora4on-makethem yourfriends. Knowthepeoplethatdonotsupportopencollabora4on- makethemyourfriends. Equippeopletobeadvocatestohelpbuildtheusecases. Beopentofeedbackdonthaveeverythingalreadygured out.Image courtesy of http://tech.mn2014 Jamie Pappas 7. Dontunderes4matetheneedforawarenessandeduca4on Youneedbothtobesuccessful! Dopeopleknow:how?What?Where?When?Why? Focusonthethingstheycandowiththetools! Varietyintrainingisalsokey: Online&in-persontraining Lunch-N-Learns Podcasts WriQen&Videotutorials TrainthetrainerImage courtesy of http://reviewsbycole.com2014 Jamie Pappas 8. Therewillalwaysbecri4cs.Donttakeitpersonally. Thisstuisnotforbusinesses. Socialcollabora4onisnotwork. Idonthave4meforthis Youexpectustopayouremployeestosocialize? Great.Onemoretooltokeeptrackof Thisisgoingtotakewaytoomuch4metolearn. Idonthaveanythingtocontribute. Mybossdoesntsupportthingslikethis. Image courtesy of http://3.bp.blogspot.com2014 Jamie Pappas 9. Achievingmeasurablesuccesswillhelpthemgetwiththeprogram. Remember:MeasuresofsuccessMUST9ebacktoorganiza9onalgoals. CorporateMemory Exper4seloca4ononaglobalscale Reputa4onmanagement Breakdownorg/infosilos Innova4onandthoughtleadership Connectpeoplewithpeopleandinforma4on Personalandprofessionalgrowth Inuencerrela4ons Customers4ckiness Imagecourtesyofh=p://graphics8.ny7mes.com2014 Jamie Pappas 10. Thekeytosuccess(andtrulyprovingROI)isboth LISTENING&MEASURING Qualita9ve(moreapparent,butdoesnt alwayscarryasmuchweight)Quan9ta9ve(hardertodeneandtrack,but oNentherstthingaskedfor) Userengagement Progressivepar4cipa4onLurker->Inuencer Communityfeedback/anecdotalstories Ac4vityandengagementlevels Dotheymissitwhenitsnotavailable? Resonantcontent Isthisapartofeverydaybusinessac4vi4es? Employee/customersa4sfac4onsurveys Couldwework(aswell)withoutit? Employee/customerreten4onrates Employeesa4sfac4on Reducingduplicateeorts/projects Findability Numberofcommunitymembers Listeningtoandac4ngonfeedback Costecienciesgained 2014 Jamie Pappas 11. Anintegratedsuiteoftoolsiscri4caltooursuccess SocialEye(ContentManagement) Pre-schedulednews/info Centralizedengagementmetrics Workows,permissionsandcontent reviewGoogleAnaly9cs Socialreferraltrac Socialexittrac Benchmarkingagainstweb tracHootSuite Real-4memonitoring Real-4meengagementRadian6 Long-termmetrics Trendingtopics/posts Launch/eventbuzz Brandsen4mentSalesforce Campaignintegra4on Campaigntracking Leadgen/salesmetrics 2014 Jamie Pappas 12. Letsstayconnected @JamiePappas linkedin.com/in/jamiepappas jpappas@akamai.comTheseslideswillbeavailableonSlideShareat h=p://www.slideshare.net/jamiepappas 2014 Jamie Pappas