The real barrier to social media integration isn't confusion over tools it's corporate culture.

1. OVERCOMING OBSTACLES TO
SOCIAL MEDIA INTEGRATION

2. Shannon Paul
•Background in public relations/community relations
•Social media enthusiast
•Blog – http://veryofficialblog.com/
•NHL Detroit Red Wings – New Media
•Now employed by PEAK6 Investments Online

3. Four Major Challenges of
Social Media Today
 Preparing corporate culture for adoption
 Getting executives to buy in
 Making social media “campaigns” work
 Measuring social media
 Determining whether social media even
matters
Identified and discussed by Jeremiah Owyang, Peter Kim and
Charlene Li on a recent panel at the Web 2.o Expo in San Francisco

4. Changing culture
According to Media Futurist Gerd Leonhard
Hot Not
 Collaboration  Domination
 Openness  Control
 Dialogue  Monologue

5. We are the problem

6. Businesses are moving from
command and control to
collaboration and teamwork
Cision CEO John Chambers

7. Our No. 1 priority is company culture. Our whole belief is
that if you get the culture right, then most of the other
stuff like great customer service or building a long-term,
enduring brand will just happen naturally on its own.
telephoneis actually one of the best branding devices
The
out there.
-Zappo’s CEO Tony Hsieh

8. Owning and acquiring vs.
implementing and integrating

9. Social media touches everything
Public Relations
Marketing
Customer Service
Operations
Research and Development
Compliance
Human Resources
Distribution
Product Availability…

10. Realigning priorities
Customer
Company

11. Becoming customer-centric

12. Be Delightful
 Surprise them with added value
 Give them REAL treats!
 Ask for feedback
 Respond to feedback
 Don’t focus on selling – instead make it easier
to buy

13. Be a resource
 How do we get people to build THEIR stuff
with OUR stuff?
 Think of ads as content
 Give away your recipes
 Help them solve THEIR problems

14. Really listen
 Go beyond formal surveys
 DISCOVER what customers want
 Subscription monitoring tools
 Google alerts – news pubs and blogs
 Read comments!
 Twitter search – http://search.twitter.com/
 Forums
 Ask for feedback

15. You already make GREAT stuff!
Social media simply takes YOUR creative
work into new places by empowering
INDIVIDUALS with the distribution

16. Social networks
 Facebook
 Don’t just think about fan pages!
 Twitter
 MySpace
 Flickr
 Groups
 YouTube
 Not just for playtime or contests

17. Sponsorship
 Sponsored conversations
 Partnerships beyond sports teams and
charities
 Otherwise free web applications
 Music (Nokia)
 Thinking beyond signage and banner ads

18. How social is your content?
 Can your content be shared/embedded on
multiple social networks/platforms?
 Do items like videos have unique URLs?
 Can you gather feedback?
 Is someone responsible for responding to
feedback as a HUMAN?
 Can your content be found through search?
 Is your content worth sharing?

19. Let’s discuss

20. Ways to discover me
 shannonpaul5@gmail.com
 http://www.linkedin.com/in/shannonpaul
 http://veryofficialblog.com/
 Text shannonpaul to 50500
 (734) 968-9065
 More about PEAK6 Online
 http://peak6.com
 http://www.ONN.tv
 http://weseed.com/