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The real barrier to social media integration isn't confusion over tools it's corporate culture.
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OVERCOMING OBSTACLES TO SOCIAL MEDIA INTEGRATION
•Background in public relations/community relations•Social media enthusiast•Blog – http://veryofficialblog.com/•NHL Detroit Red Wings – New Media•Now employed by PEAK6 Investments Online
Shannon Paul
Four Major Challenges of Social Media Today
Preparing corporate culture for adoption Getting executives to buy in
Making social media “campaigns” work
Measuring social media Determining whether social media
even mattersIdentified and discussed by Jeremiah Owyang, Peter Kim and Charlene Li on a recent panel at the Web 2.o Expo in San Francisco
Changing culture
Hot Not Collaboration Openness Dialogue
Domination Control Monologue
According to Media Futurist Gerd Leonhard
We are the problem
Businesses are moving from command and control to collaboration and teamwork
Cision CEO John Chambers
Our No. 1 priority is company culture. Our whole belief is that if you get the culture right, then most of the other stuff like great customer service or building a long-term, enduring brand will just happen naturally on its own.
-Zappo’s CEO Tony Hsieh
The telephone is actually one of the best branding devices out there.
Owning and acquiring vs. implementing and integrating
Public Relations
Marketing
Customer Service
Operations
Research and Development
Compliance
Human Resources
Distribution
Product Availability…
Social media touches everything
Realigning priorities
CustomerCompany
Becoming customer-centric
Be Delightful
Surprise them with added value Give them REAL treats! Ask for feedback Respond to feedback Don’t focus on selling – instead make
it easier to buy
Be a resource
How do we get people to build THEIR stuff with OUR stuff? Think of ads as content Give away your recipes Help them solve THEIR problems
Really listen
Go beyond formal surveys DISCOVER what customers want
Subscription monitoring tools Google alerts – news pubs and blogs
Read comments! Twitter search – http://search.twitter.com/ Forums
Ask for feedback
Social media simply takes YOUR creative work into new places by empowering INDIVIDUALS with the distribution
You already make GREAT stuff!
Social networks
Facebook Don’t just think about fan pages!
Twitter MySpace Flickr
Groups YouTube
Not just for playtime or contests
Sponsorship
Sponsored conversations Partnerships beyond sports teams
and charities Otherwise free web applications Music (Nokia)
Thinking beyond signage and banner ads
How social is your content? Can your content be shared/embedded
on multiple social networks/platforms? Do items like videos have unique URLs? Can you gather feedback? Is someone responsible for responding
to feedback as a HUMAN? Can your content be found through
search? Is your content worth sharing?
Let’s discuss
Ways to discover me
[email protected] http://www.linkedin.com/in/shannonp
aul http://veryofficialblog.com/ Text shannonpaul to 50500 (734) 968-9065 More about PEAK6 Online
http://peak6.com http://www.ONN.tv http://weseed.com/
