Building a social media function at your company can be divided into stages, each with it's own characteristics, challenges and opportunities. Presented at the MediaPost SocialTech 2010 conference in San Jose by Brian Ellefritz of SAP.
3. Progress Along the Way
Grass Roots
Silos Form
Operationalize
Lifestyle
Inspired by The Social Engagement Journey
Sean O’Driscoll & Company - Ant’s Eye View
4. Stage 1: Grass Roots
Efforts are bottoms up
Little/no guiding strategy or central
leadership
Lots of variation
No clear objectives
Tips for Stage 1:
Establish Leadership
Encourage experimentation
Begin even informal education
Flickr Creative Commons: muffet
5. Stage 2: Silos Form
Flickr Creative Commons: jdanvers
Leaders emerge
Co-opetition is common
More tools, processes but no aligned
Still little focus on strategy, objectives
Progress from Stage 1:
Listening, content proficiency improves
More focus on tools, efficiencies
Standards and governance emerge
Tips for Stage 2:
Invest in your winners
Build a community of silos
Don’t wait too long for governance
6. Stage 3: Operationalizing
Flickr Creative Commons: robert scoble
Leadership becomes clear
Channels become well formed
Investment in education, communication
Listening begins to inform tactics
Progress from Stage 2:
Tools consolidation
More attention to metrics
Content becomes less problematic
Tips for Stage 3:
Discipline around strategy,
ownership, priorities, metrics
Align and integrate
7. Stage 4: Lifestyle
Flickr Creative Commons: malias
More autonomy in business units
Positive outcomes are frequent,
“success” is well understood
Engaged, competent employees
Rigor in metrics
Progress from Stage 2:
Tools and systems are optimized, integrated
Everyone buys in
Tips for Stage 3:
How the heck would I know?
Apple Rainbow logo – apologies
How I transitioned into the social media role at Cisco
Acknowledge Ant’s Eye View, Social Engagement Journey, Sean O’Driscoll and company
Flickr Creative Commons – thanks for photos
Example: Guns and Grenades video
Social Media Leadership – Not an oxymoron like Maternity Fashions
Governance – Is Twitter Opt In? Like Have you Stopped Beating your wife?
Listening: Social Media Audits, role of
Finishing up a 2 month project to align silos within Marketing, then moving to corp communications etc.
Zappos as an example, Intuit trending there…
Culture: Risk takers or averse; introverted or extroverted, early adopters or more reserved; tolerance for discourse
Momentum: In the marketplace, with which groups – Not always the biggest teams
Environment – Readiness of your customers. Of your Industry (regulated?) Size of your resources