The 10-Step Process

Organization vs. ChaosSCOTT KLOSOSKY

Lots of people using Social Tech without any rules or guidelines

Many of them using varying tools

Total lack of organizational integration into the overall strategy

Create an analysis of the organization’s current social media presence

• Number of followers – Who are they?• Number of Contacts – Who are they?• Desired conversion to Website percentage?• Desired conversion to sales percentage?• Branding goals?• Communication goals? (e.g. will it be used for customer service? Marketing? Relationship building?

Document measurable goals for the use of social tech (Sample goal list below)

• Build awareness for your company• Increase sales• Increase customer leads• Establish thought leadership• Use social media as a customer service platform and/or provide product support for customers

• Collect feedback on existing or potential products and services

• Provide a means in which customer evangelists can connect

Listening/Research• Survey internal team and external stakeholders in order to gain hard evidence of usage trends

Analysis & Goal DevelopmentSCOTT KLOSOSKY

Create an analysis of the organization’s current social media presence

• Number of followers – Who are they?• Number of Contacts – Who are they?• Desired conversion to Website percentage?• Desired conversion to sales percentage?• Branding goals?• Communication goals? (e.g. will it be used for customer service? Marketing? Relationship building?

Document measurable goals for the use of social tech (Sample goal list below)

• Build awareness for your company• Increase sales• Increase customer leads• Establish thought leadership• Use social media as a customer service platform and/or provide product support for customers

• Collect feedback on existing or potential products and services

• Provide a means in which customer evangelists can connect

Listening/Research• Survey internal team and external stakeholders in order to gain hard evidence of usage trends

Identify personnel in various operating groups that will own responsibilities for implementation, training, and usage – if appropriate, assemble a Social Tech Team that will meet regularly

Scott Klososky (or internal specialist) provides a Social Tech 101 Presentation to Core Team

Examples of governance policy, measurements, action plans and goals

Review of Best Practices for Social concepts and tools

Review of current online presence status

Identify Evangelists and Select the Team

SCOTT KLOSOSKY

Identify personnel in various operating groups that will own responsibilities for implementation, training, and usage – if appropriate, assemble a Social Tech Team that will meet regularly

Scott Klososky (or internal specialist) provides a Social Tech 101 Presentation to Core Team

Examples of governance policy, measurements, action plans and goals

Review of Best Practices for Social concepts and tools

Review of current online presence status

Comprehensive standards policy completed • Approved social media platforms/vendors for standards

• Personnel responsibilities/goals

• Content restrictions

• Organizational voice

• Rules for combined personal/business use (e.g. can content be combined on company Facebook page or Twitter stream)

• In what departments will it be used? How will it be used?

Develop HR method for delivering policy to team members

Roll-out established plan – internal training • How is training done?

• Who does the training?

• How is proficiency measured?

Internal Governance and Policies

SCOTT KLOSOSKY

Comprehensive standards policy completed • Approved social media platforms/vendors for standards

• Personnel responsibilities/goals

• Content restrictions

• Organizational voice

• Rules for combined personal/business use (e.g. can content be combined on company Facebook page or Twitter stream)

• In what departments will it be used? How will it be used?

Develop HR method for delivering policy to team members

Roll-out established plan – internal training • How is training done?

• Who does the training?

• How is proficiency measured?

Develop unique river of information into the minds of the salespeople

• Provide the standard tools and sources

Develop the connection methods with customers/clients/members

• What are the best tools for the connection?

• What is the recipe for the flow of information?

• How can you drive eWord of mouth?

Integration With Sales ProcessSCOTT KLOSOSKY

Develop unique river of information into the minds of the salespeople

• Provide the standard tools and sources

Develop the connection methods with customers/clients/members

• What are the best tools for the connection?

• What is the recipe for the flow of information?

• How can you drive eWord of mouth?

Research current state of online presence, then develop goals you would like to reach by using ORM

Implement a listening process: internal process for monitoring what people are saying about your organization

Implement an engagement process: Response Action Plan

How do we respond, what rules to handle negative and positive comments, who responds, what is our policy

Implement an ORM measurement process: How often mentioned? What is the sentiment ratio?

Online Reputation ManagementSCOTT KLOSOSKY

Research current state of online presence, then develop goals you would like to reach by using ORM

Implement a listening process: internal process for monitoring what people are saying about your organization

Implement an engagement process: Response Action Plan

How do we respond, what rules to handle negative and positive comments, who responds, what is our policy

Implement an ORM measurement process: How often mentioned? What is the sentiment ratio?

Who owns the responsibility?

Market Research uses

Sales support uses

Knowledge work outsourcing

Creative work outsourcing

Crowdsourcing StrategiesSCOTT KLOSOSKY

Who owns the responsibility?

Market Research uses

Sales support uses

Knowledge work outsourcing

Creative work outsourcing

• ROI Dashboard created (1) Increase in sales

(2) Increase connections

(3) Increase quality of content

(4) Increase Web traffic

Social Tech campaign ROI analysis

• What do you measure to ensure progress?

• How do you gather analytics?

• Who owns the process of ROI results being published to the team?

Measurement and ROI ProcessSCOTT KLOSOSKY

• ROI Dashboard created (1) Increase in sales

(2) Increase connections

(3) Increase quality of content

(4) Increase Web traffic

Social Tech campaign ROI analysis

• What do you measure to ensure progress?

• How do you gather analytics?

• Who owns the process of ROI results being published to the team?

Standards Document Created• Web based communication tools• Platform tools• Search tools• Dashboards – (netvibes.com)• Web based monitoring tools• Research tools• Filtering tools Listening tools

Assembling and Approving Tools

SCOTT KLOSOSKY

Standards Document Created• Web based communication tools• Platform tools• Search tools• Dashboards – (netvibes.com)• Web based monitoring tools• Research tools• Filtering tools Listening tools

Identifying three to five pilot projects that are in context with the goals stated above

Assign responsibility for pilot projects to specific Social Tech team members

Document each pilot project on a syllabus that states the specific actions that are to be tested

Implement pilot projects, review, adjust, and repeat.

Developing Pilot ProjectsSCOTT KLOSOSKY

Identifying three to five pilot projects that are in context with the goals stated above

Assign responsibility for pilot projects to specific Social Tech team members

Document each pilot project on a syllabus that states the specific actions that are to be tested

Implement pilot projects, review, adjust, and repeat.

Identifying security dangers

Providing security training

Monitoring usage and creating policies

Regulatory compliance

Social Tech Security and UsageSCOTT KLOSOSKY

Identifying security dangers

Providing security training

Monitoring usage and creating policies

Regulatory compliance

Programs and usage that are consistent with the organizational strategy A testing program that teaches the organization how to use these tools in progressive ways Measurement systems so that lessons can be learned, and ROI can be achieved Less chaos, more direction

Desired OutcomesSCOTT KLOSOSKY

Programs and usage that are consistent with the organizational strategy A testing program that teaches the organization how to use these tools in progressive ways Measurement systems so that lessons can be learned, and ROI can be achieved Less chaos, more direction