The document provides an overview of an organizing for social media webinar. It introduces the speakers and discusses establishing cross-functional steering committees to guide social media strategy. It also covers new social media job roles, integrating marketing across silos, and balancing corporate control with grassroots engagement on social platforms. Questions from the audience are solicited at the end.

1. Organizing for Social Media
June 4, 2010
#Organize
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2. Today’s Speakers
Moderator
Steve Goldbach
Partner
Monitor Group
@steven_goldbach
Larry Weber
Greg Matthews
Chairman
Social Media Director
Digital Influence Group and
WCG
Racepoint Group
(Formerly Humana)
@thelarryweber
@chimoose
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3. About Us
Full service digital agency that is social media
at its core
A global public relations agency that helps clients
harness the power of both traditional and social media
to strengthen reputation and drive business
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4. Introducing Larry Weber
Chairman
@thelarryweber
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5. New Rules of Engagement
Old Marketing New Marketing
One-way communication Brand is dialogue
Brand recall is holy grail Customers determine brand value
Content controlled by marketers Enterprise + user-generated content
Virality driven by flash Virality based on content
Expert reviews User reviews
Publishers control channels Publishers build relationships
Top-down strategy Bottom-up strategy
Emphasis on cost – CPM Invest for growth – Measurable ROI
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6. Social Media is EVERYWHERE
Breaking down walls between:
• Marketing disciplines
• PR, Advertising, Events, Promo
• Marketing and other functions
• IT, Customer Service, HR
• Enterprise and external stakeholders
• Customers, resellers, investors
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7. Social Media Cross-Functional Steering Committee
CEO
MKTG PROD DEV LEGAL
Strategy, Governance, Technology
HR Best Practices, Training, Leadership
OPS IT
SERVICE
MKTG OPS IT HR SERVICE
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8. New Social Media Roles – A Strategic Approach
SOCIAL
STRATEGY ACTIVATION & MEASUREMENT
EXPERIENCE
& PLANNING SUSTAINMENT & ANALYTICS
DESIGN
Social Creative Engagement Social Media
Strategist Director Manager Analyst
User Content
Experience Manager
Designer
Media
Technology Planner/
Guru Buyer
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9. Where do we go from here?
• Establish the Social Media
Cross-Functional Steering
Committee
• Set enterprise social media
goals and measurement
metrics
• Do a social media skills audit
across your organization
• Supplement internal resources
with external expertise
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10. Introducing Steve Goldbach
Partner
Monitor Group
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11. About Monitor
We grow organizations
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12. About Monitor
We grow organizations
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13. #Organize

14. Integrated Marketing
Most Critical Issue Facing Marketers
Less than
28
Most
27 The Rest Achieving
“integration” is
39
Most critical to
Brands 48 Good
succeeding in
social media
33 All Brands 25 Excellent /
Very Good
Incidence of “Integrated Quality of Integrated
Marketing Programs” Marketing Programs
in Company
Source: ANA Survey on Integrated Marketing
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15. Integration…the old way
One dominant
model for
reaching
consumers
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16. Today, Integration Means Using Everything
Marketing Matched with
Silos Agency Silos . . . How Do Consumers
Experience Our Plans?
Mkt Comm Ad Agency
Design Design
Hispanic /
Ethnic Mkt
AA Agencies
Public
Corp. Comm.
Relations CONSUMER
Digital
Social Media
Agencies
Shopper In-Store
Marketing Marketing
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17. A Better Way for Integration
Multiple alternate “Channel Pathways”
to reach and engage consumers through the purchase cycle
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18. Three Areas to Address in Marketing Organizations
PROCESSES,
SYSTEMS &
METRICS
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19. Changing the Marketing Mix Isn’t Enough
Percentage of Marketing Spend • Process and system are set to
50% rhythm and requirements of the
old mix
• Resources available are over-
specialized, i.e. not very useful in
the new mix
0% ― People, data and tools
TV Direct Print Out of Online Mobile New
Mail Home Channel • Metrics/measures are
inappropriate
―Lack good measures for parts
of the new mix
― Old measures are misleading
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20. From Film to Newspapers
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21. Organization Capabilities for an Evolving World
OBSERVATION ORIENTATION
THE OODA
LOOP
ACT DECIDE
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22. OODA Suggests Flexibility and Adaptability
FOOTBALL HOCKEY
COMMUNICATION
INTEGRATORS
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23. Design Thinking in Social Media
Everything is ROI focused and needs to be
accountable. That’s why this program has
taken so long to develop.
We want to make sure everyone is
RELIABILITY VALIDITY comfortable behind this.”
Were we consistent? Were we right? ― Media Manager/Interactive Specialist, CPG Company
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24. How to Build Communications Integrators
Organize around the
consumer / customer
Encourage and protect
experimentation budgets
Moratorium on new silos /
break down existing ones
Rotation programs – for
agencies and marketers
Stop firewalling outside
world
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25. Introducing Greg Matthews
Social Media Director
WCG
@chimoose
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26. Corporate Tension
control vs grassroots
The CW Photo by Eric Ogden
flickr photo by Jer Kunz http://www.flickr.com/photos/jkunz/3488123225/
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27. Org Chart vs Network
flickr photo by Matt Lemmon http://www.flickr.com/photos/mplemmon/3060213691/
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28. What is it we’re trying to achieve?
• More customers
• More profitable customers
• More efficient operations
• Greater customer satisfaction
• Tighter supply chains
• Broader organizational capability
• Deeper employee engagement
• More effective strategic partnerships
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29. What can everyone agree on?
PRINCIPLES
CORE
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30. Social Media Truisms to Ponder
• Top-level sponsorship is essential
• You’ve got to have a well-planned strategy before you start
• Don’t be a “me too”
• Heavily regulated industries can’t really “do social”
• You can outsource it to your agency
• Your employees will be a liability
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31. Questions from the Audience
Feel free to type in your questions for Larry, Steve and Greg
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32. Additional Resources
1. To share the recording of this webinar
www.racepointgroup.com/digital/resources.cfm
www.digitalinfluencegroup.com
2. A white paper will be available in 2-3 weeks at same
websites.
3. Other questions, contact:
Jackie Lustig at jlustig@w2groupinc.com
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