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The Social Media Strategist
      Building A Successful Program From The Inside Out




Christopher Barger, SVP Global Social Media, Voce Connect
Awareness Networks
January 19, 2011
Death, Taxes, and…




2
Social Media: The Reality




3
Organizational Social Media:
           A Common Mistake




4
Organizational Social Media:
           A Common Mistake




5
Organizational Social Media:
         “Lucky Seven” Essential Elements
•   An Executive Champion
•   Clear Lines of Authority
•   A Social Media Evangelist
•   Sensible Metrics & Measurement
• Partnership with Legal
• A Solid Social Media Policy
• Employee Education and
  Training
6
The Executive Champion




7
The Executive Champion
• Has credible authority
• Can moderate disputes
• Can sell to the C-suite
• Can provide or raise budget
• Liaison between social & greater
  strategy
• Strong relationship with social media
  evangelist

8
Establishing Consensus:
     Who “Owns” Social Media?




                                Source: Flickr, “BrandonB”


9
Lack of Clarity: Risks
                                  “Too Many Cooks In The Kitchen,” John

• Inconsistent online             Cherry



  presence and brand
  personality
     – Audience confusion
• Internal turf wars drain
  energy, attention and
  resources
• Staff frustration and burnout
10
Clear Lines of Authority:
        Claims to Ownership




11
Clear Lines of Authority
• “Lead” does not mean “exclusive”
• No other business strategy executes
  independently; social shouldn‟t either
• Regular contact and collaboration is
  necessary for success
• Guard actively against development of
  “box-checking” mentality


12
The Evangelist




13
The Social Media Evangelist:
                    Internal Keys To The Role
• Not just a “social media rock star”

• More than just a community
  manager
     – Strategist with business focus
     – Consensus and bridge builder internally

• Equally focused on – and adept at
  – the internal aspect of the job
     – Can delegate as opportunity to do so arises

• Has some experience or seasoning

14
The Social Media Evangelist:
           External Keys To The Role
• Actively involved in
  social networks
• Comfortable showing some
  personality

• Rents, doesn‟t own


15
Dealbreakers: For The Business
• Overemphasis on personal brand
• No marketing or PR background
• Hasn‟t done homework
• Social media-speak
• Catch-phrases
• Unrelated titles/professional immaturity
• Hasn‟t delivered business results


16
Dealbreakers: For The Candidate
• Lack of clarity in the organization
  over “who owns social”
• No clear champion for social – or for
  you
• Unclear or no commitment of
  resources
• Failure to understand, accept or
  commit to interaction
• Social media is pushed to the
  kids‟ table

17
ROI & Measurement
• Define “success” and know what you want
  to see before you start
• Know your zero point
•    Select the measurement tools that fit your
     goals
• Numbers don‟t mean what you might think
  they mean
      – Up to 47% of Twitter accounts are abandoned
      – 57% of Facebook users hide brand content in their
        news feeds
• Grow your engagement as zealously (or
  more so) as your reach                                    Source: eMarketer


18
Working With Legal: Why?
•    Recognize that you have similar goals: the
     company‟s best interests

•    Recognize that “the right thing” in social
     and the company‟s best interests aren‟t
     always directly parallel
      –   Transparency is not a zero-sum game

•    There is no longer anything such as “ask
     forgiveness later”
•    Opportunity to create your own legal
     social media „experts‟

19
What Legal Brings To The Table
• Understanding & informed
  interpretation of FTC guidelines
• Knowledge & informed interpretation
  of emerging case law
• Experienced eye for policy
  development
• Rules and ToC for contests and
  promotions


20
Building Social Media Policies
 •   Why?
     – Protects organization and employees

 •   Who?
     – All functions that affect or are affected by social

 •   How?
     – Sync with established business guidelines

     – Compromise will be necessary

     – Policy and “usage guide” are not the same thing


21
Good Social Media Policies:
                                  Common Elements
 •   A statement that employees are expected to follow
     organizational ethics guidelines in the social web
 •   Reminders of individual responsibility and liability
 •   Reminder of the need for disclaimers that employees do not
     speak for the organization
 •   Disclosure of affiliation with the organization when posting
 •   Respect for copyright and fair use laws
 •   Honoring the confidentiality of proprietary or internal
     information
 •   Prohibitions on hate speech, ethnic slurs, etc.
 •   Privacy and discretion reminders


22
Education and Training
• Tier 1: The Basics
     –   Review social media policy
     –   Familiarization with tools and platforms, uses
     –   Etiquette guide
     –   Resources for learning
     –   Points of contact within the organization

• Tier 2: Advanced for Regular Use
     – Instruction on how to represent the brand
     – Case studies
     – Scenario planning and “war games”


23
Education and Training
• Tier 3: Everyday Reps
     – Outside speakers
     – Conferences and influencer events
     – Direct experience

• Doing the training
     – Intranet modules
     – Classroom instruction – both lecture and lab
     – Ongoing education
         •   Lunch and learn/brown bag sessions
         •   Newsletters and emails
         •   Internal social communities (Yammer, SocialCast, etc.)



24
“Immerse and Disperse”
     • 15+ people did a stint on
       social media team
     • Served approximately one
       year
     • Moved on to other parts of
       the business
     • Result: 20+ “experts,”
       dozens more at
       intermediate level
25
Working Smartly With Online Influencers
•    Get over yourself
•    Know & follow the FTC guidelines
•    Do your homework
•    Don‟t be a lounge lizard
•    Be involved offline
•    Be clear – about everything
•    Use the right people from your brand
•    Monitor and follow up
•    Build your community of advocates

26
Get over yourself
• Ditch the big brand hubris; they‟ve built
  their audience without you.
• Relevance: make sure your pitch actually
  fits the influencer‟s personality, audience,
  usual subjects – not because you say so.
• Your executive‟s title doesn‟t mean
  anything. In fact, no one knows who they
• are. all about you! Lead with their
  It‟s not
  interests and topics.
• Follow up. Every time.

27
Social Media Crisis: (Stuff) Happens
• If you are active in social
  media, something will go
  wrong.
• The trick is not preventing
  crisis, it is in how you
  handle one when it
  happens.


28
Six To Fix:
             The 6 Types of Social Media Crisis
•    Individual generated
•    Customer service #fail
•    Campaign
•    Social media #fail
•    Organizational brain freeze
•    Three Mile Island



29
Crisis Response: Common Themes
•    Keep your social team in the loop
•    Apologies go a long way
•    Speed is critical
•    Don‟t delete criticism
•    Your audience isn‟t just the critics
•    Use the right tools
•    Get caught learning from it
•    Keep engaging and follow up
30
The Book

    How to build an organizational social
     media practice
    Available at stores, on Amazon.com,
     on Kindle, and barnesandnoble.com
    Facebook.com/thesocialmediastrategis
     t




31
THANK YOU
christopher@voceconnect.com
       Twitter: @cbarger

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The social media strategist awareness 1-19-12 v4

  • 1. The Social Media Strategist Building A Successful Program From The Inside Out Christopher Barger, SVP Global Social Media, Voce Connect Awareness Networks January 19, 2011
  • 3. Social Media: The Reality 3
  • 4. Organizational Social Media: A Common Mistake 4
  • 5. Organizational Social Media: A Common Mistake 5
  • 6. Organizational Social Media: “Lucky Seven” Essential Elements • An Executive Champion • Clear Lines of Authority • A Social Media Evangelist • Sensible Metrics & Measurement • Partnership with Legal • A Solid Social Media Policy • Employee Education and Training 6
  • 8. The Executive Champion • Has credible authority • Can moderate disputes • Can sell to the C-suite • Can provide or raise budget • Liaison between social & greater strategy • Strong relationship with social media evangelist 8
  • 9. Establishing Consensus: Who “Owns” Social Media? Source: Flickr, “BrandonB” 9
  • 10. Lack of Clarity: Risks “Too Many Cooks In The Kitchen,” John • Inconsistent online Cherry presence and brand personality – Audience confusion • Internal turf wars drain energy, attention and resources • Staff frustration and burnout 10
  • 11. Clear Lines of Authority: Claims to Ownership 11
  • 12. Clear Lines of Authority • “Lead” does not mean “exclusive” • No other business strategy executes independently; social shouldn‟t either • Regular contact and collaboration is necessary for success • Guard actively against development of “box-checking” mentality 12
  • 14. The Social Media Evangelist: Internal Keys To The Role • Not just a “social media rock star” • More than just a community manager – Strategist with business focus – Consensus and bridge builder internally • Equally focused on – and adept at – the internal aspect of the job – Can delegate as opportunity to do so arises • Has some experience or seasoning 14
  • 15. The Social Media Evangelist: External Keys To The Role • Actively involved in social networks • Comfortable showing some personality • Rents, doesn‟t own 15
  • 16. Dealbreakers: For The Business • Overemphasis on personal brand • No marketing or PR background • Hasn‟t done homework • Social media-speak • Catch-phrases • Unrelated titles/professional immaturity • Hasn‟t delivered business results 16
  • 17. Dealbreakers: For The Candidate • Lack of clarity in the organization over “who owns social” • No clear champion for social – or for you • Unclear or no commitment of resources • Failure to understand, accept or commit to interaction • Social media is pushed to the kids‟ table 17
  • 18. ROI & Measurement • Define “success” and know what you want to see before you start • Know your zero point • Select the measurement tools that fit your goals • Numbers don‟t mean what you might think they mean – Up to 47% of Twitter accounts are abandoned – 57% of Facebook users hide brand content in their news feeds • Grow your engagement as zealously (or more so) as your reach Source: eMarketer 18
  • 19. Working With Legal: Why? • Recognize that you have similar goals: the company‟s best interests • Recognize that “the right thing” in social and the company‟s best interests aren‟t always directly parallel – Transparency is not a zero-sum game • There is no longer anything such as “ask forgiveness later” • Opportunity to create your own legal social media „experts‟ 19
  • 20. What Legal Brings To The Table • Understanding & informed interpretation of FTC guidelines • Knowledge & informed interpretation of emerging case law • Experienced eye for policy development • Rules and ToC for contests and promotions 20
  • 21. Building Social Media Policies • Why? – Protects organization and employees • Who? – All functions that affect or are affected by social • How? – Sync with established business guidelines – Compromise will be necessary – Policy and “usage guide” are not the same thing 21
  • 22. Good Social Media Policies: Common Elements • A statement that employees are expected to follow organizational ethics guidelines in the social web • Reminders of individual responsibility and liability • Reminder of the need for disclaimers that employees do not speak for the organization • Disclosure of affiliation with the organization when posting • Respect for copyright and fair use laws • Honoring the confidentiality of proprietary or internal information • Prohibitions on hate speech, ethnic slurs, etc. • Privacy and discretion reminders 22
  • 23. Education and Training • Tier 1: The Basics – Review social media policy – Familiarization with tools and platforms, uses – Etiquette guide – Resources for learning – Points of contact within the organization • Tier 2: Advanced for Regular Use – Instruction on how to represent the brand – Case studies – Scenario planning and “war games” 23
  • 24. Education and Training • Tier 3: Everyday Reps – Outside speakers – Conferences and influencer events – Direct experience • Doing the training – Intranet modules – Classroom instruction – both lecture and lab – Ongoing education • Lunch and learn/brown bag sessions • Newsletters and emails • Internal social communities (Yammer, SocialCast, etc.) 24
  • 25. “Immerse and Disperse” • 15+ people did a stint on social media team • Served approximately one year • Moved on to other parts of the business • Result: 20+ “experts,” dozens more at intermediate level 25
  • 26. Working Smartly With Online Influencers • Get over yourself • Know & follow the FTC guidelines • Do your homework • Don‟t be a lounge lizard • Be involved offline • Be clear – about everything • Use the right people from your brand • Monitor and follow up • Build your community of advocates 26
  • 27. Get over yourself • Ditch the big brand hubris; they‟ve built their audience without you. • Relevance: make sure your pitch actually fits the influencer‟s personality, audience, usual subjects – not because you say so. • Your executive‟s title doesn‟t mean anything. In fact, no one knows who they • are. all about you! Lead with their It‟s not interests and topics. • Follow up. Every time. 27
  • 28. Social Media Crisis: (Stuff) Happens • If you are active in social media, something will go wrong. • The trick is not preventing crisis, it is in how you handle one when it happens. 28
  • 29. Six To Fix: The 6 Types of Social Media Crisis • Individual generated • Customer service #fail • Campaign • Social media #fail • Organizational brain freeze • Three Mile Island 29
  • 30. Crisis Response: Common Themes • Keep your social team in the loop • Apologies go a long way • Speed is critical • Don‟t delete criticism • Your audience isn‟t just the critics • Use the right tools • Get caught learning from it • Keep engaging and follow up 30
  • 31. The Book  How to build an organizational social media practice  Available at stores, on Amazon.com, on Kindle, and barnesandnoble.com  Facebook.com/thesocialmediastrategis t 31

Hinweis der Redaktion

  1. Customer service #failCampaignSocial media #failOrganizational brain freezeThree Mile Island
  2. Customer service #failCampaignSocial media #failOrganizational brain freezeThree Mile Island