The document provides guidance on preparing for social media by establishing the necessary foundations. It recommends: 1. Training employees on social media best practices through a certification program tailored for different audiences. 2. Understanding the target audience by analyzing conversations, behaviors, and demographics to inform engagement strategies. 3. Developing rules of engagement that establish social media policies, decision trees for moderating content, and crisis response processes tailored for each market. 4. Transforming into a social business by defining it as bridging external and internal connections, and implementing supporting people, processes, and platforms across the entire organization to drive deeper engagement and innovation.

1. W H AT N E E D S T O B E D O N E
B E F O R E G E T T I N G S TA RT E D I N S O C I A L M E D I A
0 6 . 1 9 . 1 2

2. 2008 = COMPLEX SOCIAL ENVIRONMENT

3. SOME RUSHED INTO
SOCIAL MEDIA…

4. SOME IGNORED SOCIAL
MEDIA …

5. WHY SO MANY ISSUES?

6. 2012 = THE GREAT
CONSOLIDATION

7. C U RR E NT GLOBAL T RE NDS
from to
FRAGMENTATION CONSOLIDATION
LOCALIZATION GLOBALIZATION
SOCIAL MEDIA SOCIAL BUSINESS
ALWAYS-ON ON-DEMAND

8. Start with the basics
TRAIN YOUR EMPLOYEES
UNDERSTAND YOUR TARGET AUDIENCE
ESTABLISH BASIC PROCESSES
MOVE FROM SOCIAL MEDIA TO SOCIAL BUSINESS

9. 1. TRAIN EMPLOYEES

10. THE SOCIAL MEDIA BELT SYSTEM
1 ESTABLISH A TRAINING CURRICULUM
Build a sustainable social media
certification program for that serves
diverse internal audiences across
regions and business units

11. THE SOCIAL MEDIA BELT SYSTEM
1 ESTABLISH A TRAINING CURRICULUM
Use self-paced learning in a way
that is future-proof, nimble,
competitive and fun. Provide an
architecture that presents social
media as a series of disciplines.
Go beyond education and training,
towards CERTIFICATION.

12. THE SOCIAL MEDIA BELT SYSTEM
1 ESTABLISH A TRAINING CURRICULUM

13. 2. UNDERSTAND YOUR
TARGET AUDIENCE

14. LISTENING/INSIGHTS-GATHERING
2 UNDERSTAND YOUR TARGET AUDIENCE
Use a combination of free and paid
listening/monitoring tools to better
understand:
• WHO your target audience is influenced by
• WHAT they talk about
• WHERE they search for/consume relevant information
• WHEN they are most active/engaged
• WHY they want to connect with brands
… which will inform HOW your brand can turn
them into advocates

15. KEY RESEARCH ACTIVITIES
2 UNDERSTAND YOUR TARGET AUDIENCE
• Conversation Audit—analysis of key
conversation trends, topics and
influencers based on relevant keywords
• User Behavior/Usage Trends—assessment
of channel preferences and consumption
habits for specified target audiences
• Audience Segmentation—development
of user personas/profile targets based on
an analysis of demographic and
psychographic information

16. 3. DEVELOP RULES OF
ENGAGEMENT

17. SOCIAL MEDIA POLICY
2 DEVELOP RULES OF ENGAGEMENT
You can’t hold
employees
accountable if
you don’t
establish the rules
and provide
adequate
training

18. DECISION TREE
3 DEVELOP RULES OF ENGAGEMENT
Develop a
decision tree
system with tools
to assist in risk
assessment,
response
creation, and
rules for
engagement.

19. DECISION TREE
2 DEVELOP RULES OF ENGAGEMENT

20. CRISIS RESPONSE PROCESS
3 DEVELOP RULES OF ENGAGEMENT
• Regulation & compliance by
market
• Monitoring guidelines
• Process for identifying &
escalating risks based on
content, influence & volume
• Anticipated consumer
questions & recommended
responses for translation by
local teams

21. 4. BECOME A SOCIAL
BUSINESS

22. DEFINING SOCIAL BUSINESS
4 BECOME A SOCIAL BUSINESS
“ Social business planning is the
blueprint for the transformation
of an organization — BRIDGING
THE EXTERNAL WITH INTERNAL,
resulting in a more connected
”
way of doing business and
shared value for all stakeholders.

23. PEOPLE, PROCESSES, & PLATFORMS
4 BECOME A SOCIAL BUSINESS
PLATFORMS
Online Monitoring
Analytics Platform
Internal Collaboration
Community Platform Selection
Social CRM
PROCESS
Social Media Policies
Technology Integration
Customer Support & Sales Workflows
Measurement Framework & Rollout
Global & Enterprise Expansion
PEOPLE
Behavior Change
Cross Silo Collaboration
Executive Support & Participation
Organizational Models
Employee & Partner Participation
THE PATH TO SOCIAL BUSINESS REQUIRES A CULTURAL TRANSFORMATION

24. SPANS THE ENTIRE ORGANIZATION
4 BECOME A SOCIAL BUSINESS
Deeper levels of engagement with the social customer
COMMUNICATIONS through consistent and relevant content; ability to scale
operations globally.
CUSTOMER SERVICE The ability to solve customer problems quickly and efficiently.
Increased collaboration between sales professionals in the
SALES industry; robust social CRM platform and analytics
PRODUCT DEVELOPMENT Product and process innovation using the collective intellect
of the community
HUMAN RESOURCES Staffing & recruiting, employee engagement and
empowerment
Bring products to market faster through increased
SUPPLY CHAIN collaboration with partners in the supply chain

25. Thank you
Copyright ©2012 Daniel J. Edelman, Inc. All rights reserved.
All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).