What is your Enterprise Social Strategy Profile? Is your company a Knowledge Management Ninja? Do you have Guru Building tendencies? A formal Employee Brand Evangelist Program? Benchmark your corporate Social Strategy or learn how to choose the right approach and tools to support your goals.

1. L E A D E R NETWORKS
What’s Your Enterprise Social
Strategy Profile?
Vanessa DiMauro
CEO, Leader Networks
Contact information:
617-484-0778
http://www.leadernetworks.com
vdimauro@leadernetworks.com
@vdimauro

2. L E A D E R NETWORKS
Key To Successful Social Media
Enterprise Programs
Define your main goals for using
social media
What are your top 3 goals?
How much time to dedicate to the effort?
How will you know when you are succeeding?
And then find the right approach
to support those goals

3. L E A D E R NETWORKS
4 Usage Profiles for Social Media
Guru Building: Personal branding and knowledge sharing
Strategic Communicators: Programs to reach and influence
Knowledge Ninjas: Intranets to capture best practice and collaboration
Employee Guardians: Programs for brand protection
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4. L E A D E R NETWORKS
SM Profile 1: Guru Building
• Uses social media on an individual basis
• Connections are personal and extension of ones’ professional brand
• Focus on evangelizing cases, articles, ideas
• Extend network, visibility and access to professional idea exchange
Tools: Professional networks, Twitter,
blogging and commenting
Challenges: Hard to control with many participants,
brand erosion possible
Target: Tends to be driven by individual motivation
Best for small companies or those with a single
Point of view or expertise
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5. L E A D E R NETWORKS
SM Profile 2: Strategic Communicators
• Uses an orchestrated social media–focused marcom strategy to share best
practice and news of firm achievements
• Organized and coordinated approach to public facing communications
• Drives company-wide relationships and client connections
• Focus on gathering followers to drive new business and deepening client
relationships
• Facilitate 1:1 and 1: many
Tools: Professional legal networks (participation or
creation), social media broadcast
Challenges: Team coordination with Marketing,
developing a business focused (not tool
focused) strategy
Target: Mid to large companies with thought-
leadership platform
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6. L E A D E R NETWORKS
SM Profile 3: Knowledge Management Ninjas
• Uses a firm/organization-wide strategy to create a central internal online
community or collaboration space
• Reduced information redundancy and increases competitive advantage
• Enables best of breed documents and collaborators to surface
• Increases firm-wide knowledge-share and leverage through web 2.0
features.
Tools: Internal online community, WIKI, or Yammer
Challenges: Staffing and behavior change among
employees
Target: Mid –to large organizations, especially with
many lines of business or high turn over
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7. L E A D E R NETWORKS
SM Profile 4: Employee Guardians
• Creates strategic programs to leverage employees as brand evangelists and
watchdogs
• Deepens online positive footprint and creates control mechanisms for brand
tarnish
• Yields a ubiquitous online presence for firm or organization
• Create participatory roles for up-and-coming staff and grows social media
leadership model
Tools: Any and all social media channels
Challenges: Policies and guideline creation
Target: Mid –to large organizations especially
those with nascent or recognizable
brands
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8. L E A D E R NETWORKS
What To Expect
Social Media takes time
Roadmaps and process exposure is key
Social Media takes planning
Clients need to know where they want to go
Social Media takes effort
Executives and key spokespeople need to be more involved than with traditional PR and
Marketing
Social Media is less structured
Risk management is important but
All for serendipity to occur
Social Media outcomes CAN be measured
Buzzmetrics, ROI, customer retention, revenue generation, cross-sell/up sell, competitive
information value, new client acquisition

9. L E A D E R NETWORKS
A Social Media Lifecycle
INVITE
CONNECT
Ask others to
Engage with
participate in an
others and be
online
a connector
discussion topic SEARCH
with you
Find clients or
CONTRIBUTE colleagues who
are members of
• Send a link to a story that would be the network,
relevant or interesting to them identify
• Watch blogs and use the comment feature relationships and
• Answer questions in the discussion groups connect with them
• Feature others on your blog or reference
them favorably in the community

10. L E A D E R NETWORKS
A Social Media Project Plan
Innovation Design Development Assessment
Plan Goals and System Design Tools & Metrics and
Key Objectives Techniques Milestone
Align with Prototype tools
Marketing
Design document Revisit goals &
Who – do you want to attract continue
or connect with
What – is your point of view: What’s working
Identify key goals expert, learner, specialty, tone what’s not?
i.e. reputation management, When – timeframe for mini-
peer group collaboration, milestones that support goals Identify
thought leadership Where- what digital channels channels
evangelization do you want to use online
Why- measurement goals.

11. L E A D E R NETWORKS
About Vanessa DiMauro & Leader Networks
Vanessa DiMauro is the CEO of Leader Networks. A pioneer in business-to-business
community building, Vanessa has been creating successful online communities and
networks for more than fifteen years. Vanessa is a popular speaker, researcher and
author on the topics of online communities, social and professional networking,
and social strategies for business.
Vanessa DiMauro was recently named a 2009 Research Fellow for the Society of New
Communications Research and also serves as an Executive- In-Residence at Babson
College, for the Olin School of Management. Women in Technology International
(WITI) identified Vanessa DiMauro one of "Boston's Most Influential Women in
Technology".
To learn more about Leader Networks or to begin developing a Enterprise Social
Strategy visit http://www.leadernetworks.com
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