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The role of social media in your organisation

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Presentation by Daniel Goh of Samsung Asia for the Social Media Immersion Programme organised by IDA Singapore on 30 Oct 2009

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THE ROLE OF SOCIAL MEDIA IN YOUR ORGANIZATION ... and what you need to think about when integrating social media into your overall communications plans 30 October 2009 Daniel Goh Public Relations and New Media Manager Samsung Asia Some rights reserved.
DEFINING SOCIAL MEDIA • Platforms/Tools • Communities/Tribes Special Interest Groups Microblogs Social Network Sites Ranters & Ravers Blogs Collaborative Tools Specific Online Demographics
IT’S NOT JUST ABOUT YOU, SILLY. QUESTION TO ASK: • What is the role that social media plays in my organization? QUESTION YOU SHOULD ALSO ASK: • What role do I see my organization play in the social media space?
MISALIGNMENT IN PERSPECTIVE Marketing Social Media Marcomm Organization How I see social media.
MISALIGNMENT IN PERSPECTIVE Social  Media YOU How social media really sees me.
SOCIAL MEDIA ENGAGEMENT CYCLE 2. Infrastructure 1. Objectives 3. Audiences 9. Refinement 4. Messaging 8. Measurement 5. Tools 7. Engagement 6. Integration
1. WHAT ARE MY OBJECTIVES? • Building awareness? • Fundraising? • Increasing membership? • Promoting staff cohesiveness? • Drive sales? • Customer support? Hint: “Everything” is not the answer.
2. IS MY INFRASTRUCTURE IN PLACE? • Management buy-in? • Inter-departmental support? • Relevant expertise? • Budgets and resources? • IT support?
3. WHO ARE MY AUDIENCES? • Who is my primary audience? • Any secondary audiences? • Who is not my audience? Hint: “Everybody” is the wrong answer.
4. WHAT IS MY KEY MESSAGE? • What does my audience want to hear? • Is it distilled into a consumer benefit? • Is it in line with my brand? • Does the message gel with existing brand campaigns?
5. DOES IT INTEGRATE WITH MY COMMUNICATIONS PLANS? Social media? Public relations Above-the-line/ below-the-line advertising Employee/internal communications Customer service
6. WHICH TOOLS SHOULD I USE? • Where are my audiences? • Which tools fit my brand? • Whatcan my infrastructure support? • What am I most good at? Hint: “Everything” is the wrong answer.
7. WHAT IS MY ENGAGEMENT POLICY? • Who do I engage? • When do I engage (or not engage)? • What is my tone and manner? • How do I respond when something happens? • How fast should I respond? • Who responds on my organization’s behalf?
8. HOW DO I MEASURE SUCCESS? You can measure effectiveness of social media. You just have to define the parameters that suit your objectives.
9. HOW DO I REFINE THE PROCESS? • What was the ROI? • What have I learnt? • What have I missed out? • What can I leave out?
QUESTIONS?
END. THANK YOU. Email | daniel.goh@samsung.com Twitter | @danielgoh / @samsungsg LinkedIn | www.linkedin.com/in/danielgoh

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The role of social media in your organisation

  • 1. THE ROLE OF SOCIAL MEDIA IN YOUR ORGANIZATION ... and what you need to think about when integrating social media into your overall communications plans 30 October 2009 Daniel Goh Public Relations and New Media Manager Samsung Asia Some rights reserved.
  • 2. DEFINING SOCIAL MEDIA • Platforms/Tools • Communities/Tribes Special Interest Groups Microblogs Social Network Sites Ranters & Ravers Blogs Collaborative Tools Specific Online Demographics
  • 3. IT’S NOT JUST ABOUT YOU, SILLY. QUESTION TO ASK: • What is the role that social media plays in my organization? QUESTION YOU SHOULD ALSO ASK: • What role do I see my organization play in the social media space?
  • 4. MISALIGNMENT IN PERSPECTIVE Marketing Social Media Marcomm Organization How I see social media.
  • 5. MISALIGNMENT IN PERSPECTIVE Social  Media YOU How social media really sees me.
  • 6. SOCIAL MEDIA ENGAGEMENT CYCLE 2. Infrastructure 1. Objectives 3. Audiences 9. Refinement 4. Messaging 8. Measurement 5. Tools 7. Engagement 6. Integration
  • 7. 1. WHAT ARE MY OBJECTIVES? • Building awareness? • Fundraising? • Increasing membership? • Promoting staff cohesiveness? • Drive sales? • Customer support? Hint: “Everything” is not the answer.
  • 8. 2. IS MY INFRASTRUCTURE IN PLACE? • Management buy-in? • Inter-departmental support? • Relevant expertise? • Budgets and resources? • IT support?
  • 9. 3. WHO ARE MY AUDIENCES? • Who is my primary audience? • Any secondary audiences? • Who is not my audience? Hint: “Everybody” is the wrong answer.
  • 10. 4. WHAT IS MY KEY MESSAGE? • What does my audience want to hear? • Is it distilled into a consumer benefit? • Is it in line with my brand? • Does the message gel with existing brand campaigns?
  • 11. 5. DOES IT INTEGRATE WITH MY COMMUNICATIONS PLANS? Social media? Public relations Above-the-line/ below-the-line advertising Employee/internal communications Customer service
  • 12. 6. WHICH TOOLS SHOULD I USE? • Where are my audiences? • Which tools fit my brand? • Whatcan my infrastructure support? • What am I most good at? Hint: “Everything” is the wrong answer.
  • 13. 7. WHAT IS MY ENGAGEMENT POLICY? • Who do I engage? • When do I engage (or not engage)? • What is my tone and manner? • How do I respond when something happens? • How fast should I respond? • Who responds on my organization’s behalf?
  • 14. 8. HOW DO I MEASURE SUCCESS? You can measure effectiveness of social media. You just have to define the parameters that suit your objectives.
  • 15. 9. HOW DO I REFINE THE PROCESS? • What was the ROI? • What have I learnt? • What have I missed out? • What can I leave out?
  • 17. END. THANK YOU. Email | daniel.goh@samsung.com Twitter | @danielgoh / @samsungsg LinkedIn | www.linkedin.com/in/danielgoh