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Barger radian6 webinar
1. The Social Media Strategist
Building A Successful Program From The Inside Out
Christopher Barger, SVP Global Social Media, Voce Connect
Radian6
February 9, 2011
6. Organizational Social Media:
âLucky Sevenâ Essential Elements
⢠An Executive Champion
⢠Clear Lines of Authority
⢠A Social Media Evangelist
⢠Sensible Metrics & Measurement
⢠Partnership with Legal
⢠A Solid Social Media Policy
⢠Employee Education and
Training
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8. The Executive Champion
⢠Has credible authority
⢠Can moderate disputes
⢠Can sell to the C-suite
⢠Can provide or raise budget
⢠Liaison between social & greater
strategy
⢠Strong relationship with social media
evangelist
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10. Lack of Clarity: Risks
âToo Many Cooks In The Kitchen,â John
⢠Inconsistent online Cherry
presence and brand
personality
â Audience confusion
⢠Internal turf wars drain
energy, attention and
resources
⢠Staff frustration and burnout
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12. Clear Lines of Authority
⢠âLeadâ does not mean âexclusiveâ
⢠No other business strategy executes
independently; social shouldnât either
⢠Regular contact and collaboration is
necessary for success
⢠Guard actively against development of
âbox-checkingâ mentality
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14. The Social Media Evangelist:
Internal Keys To The Role
⢠Not just a âsocial media rock starâ
⢠More than just a community
manager
â Strategist with business focus
â Consensus and bridge builder internally
⢠Equally focused on â and adept at
â the internal aspect of the job
â Can delegate as opportunity to do so arises
⢠Has some experience or seasoning
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15. The Social Media Evangelist:
External Keys To The Role
⢠Actively involved in
social networks
⢠Comfortable showing some
personality
⢠Rents, doesnât own
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16. Dealbreakers: For The Business
⢠Overemphasis on personal brand
⢠No marketing or PR background
⢠Hasnât done homework
⢠Social media-speak
⢠Catch-phrases
⢠Unrelated titles/professional immaturity
⢠Hasnât delivered business results
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17. Dealbreakers: For The Candidate
⢠Lack of clarity in the organization
over âwho owns socialâ
⢠No clear champion for social â or for
you
⢠Unclear or no commitment of
resources
⢠Failure to understand, accept or
commit to interaction
⢠Social media is pushed to the
kidsâ table
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18. ROI & Measurement
⢠Define âsuccessâ and know what you want
to see before you start
⢠Know your zero point
⢠Select the measurement tools that fit your
goals
⢠Numbers donât mean what you might think
they mean
â Up to 47% of Twitter accounts are abandoned
â 57% of Facebook users hide brand content in their
news feeds
⢠Strong measurement against metrics can
be merchandised inside the organization Source: eMarketer
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19. Working With Legal: Why?
⢠Recognize that you have similar goals: the
companyâs best interests
⢠Recognize that âthe right thingâ in social
and the companyâs best interests arenât
always directly parallel
â Transparency is not a zero-sum game
⢠There is no longer anything such as âask
forgiveness laterâ
⢠Opportunity to create your own legal
social media âexpertsâ
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20. What Legal Brings To The Table
⢠Understanding & informed
interpretation of FTC guidelines
⢠Knowledge & informed interpretation
of emerging case law
⢠Experienced eye for policy
development
⢠Rules and ToC for contests and
promotions
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21. Building Social Media Policies
⢠Why?
â Protects organization and employees
⢠Who?
â All functions that affect or are affected by social
⢠How?
â Sync with established business guidelines
â Compromise will be necessary
â Policy and âusage guideâ are not the same thing
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22. Good Social Media Policies:
Common Elements
⢠A statement that employees are expected to follow
organizational ethics guidelines in the social web
⢠Reminders of individual responsibility and liability
⢠Reminder of the need for disclaimers that employees do not
speak for the organization
⢠Disclosure of affiliation with the organization when posting
⢠Respect for copyright and fair use laws
⢠Honoring the confidentiality of proprietary or internal
information
⢠Prohibitions on hate speech, ethnic slurs, etc.
⢠Privacy and discretion reminders
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23. Education and Training
⢠Tier 1: The Basics
â Review social media policy
â Familiarization with tools and platforms, uses
â Etiquette guide
â Resources for learning
â Points of contact within the organization
⢠Tier 2: Advanced for Regular Use
â Instruction on how to represent the brand
â Case studies
â Scenario planning and âwar gamesâ
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24. Education and Training
⢠Tier 3: Everyday Reps
â Outside speakers
â Conferences and influencer events
â Direct experience
⢠Doing the training
â Intranet modules
â Classroom instruction â both lecture and lab
â Ongoing education
⢠Lunch and learn/brown bag sessions
⢠Newsletters and emails
⢠Internal social communities (Yammer, SocialCast, etc.)
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25. âImmerse and Disperseâ
⢠15+ people did a stint on
social media team
⢠Served approximately one
year
⢠Moved on to other parts of
the business
⢠Result: 20+ âexperts,â
dozens more at
intermediate level
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26. The Book
ď¨ How to build an organizational social
media practice
ď¨ Available at stores, on Amazon.com,
on Kindle, and barnesandnoble.com
ď¨ Facebook.com/thesocialmediastrategis
t
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