1. SOCIAL MEDIA –
DEPARTMENTAL
ALIGNMENT WITHIN
THE ORGANIZATION
Jake Aull
GSU
Social Media Marketing
2012

2. TONIGHT’S CLASS TOPICS
 Dominoes Pizza YouTube videos and case study discussion
 All departments working together in social media, with customer involvement and
feedback, transparently, to cure past problems.
 Orange Lake case study
 Strategic business alignment - ‘Principles of of Biz Agility’

3. TONIGHT’S CLASS TOPICS
 Who in a company should own social media?
 Organizational approaches in the era of Web 2.0
 Enterprise 2.0: Tech and content sharing
 Take-aways

4. WHO IN A COMPANY SHOULD
OWN SOCIAL MEDIA?

5. WHO IN A COMPANY SHOULD OWN
SOCIAL MEDIA?
 Marketing?
 PR?
 IT?
 Cust. Support?
 Project Mgmt?
 Product Development?
 Who?

6. WHO SITS AT THE CORPORATE SOCIAL
MEDIA TABLE?

7. WHO SITS AT THE CORPORATE SOCIAL
MEDIA TABLE?

8. ORGANIZATIONAL APPROACH IN
THE ERA OF WEB 2.0

9. LEGACY BUSINESS SIMILARITIES
VS. WEB 2.0 MODELS
 http://socmedgsucourse.files.wordpress.com/2010/10/legacy-vs-web2biz1a.png

10. Business & Departmental Orientations in the Age of Social Media
Department Short-Term Orientation: Long-Term Orientation:
Involved QUANTITY ATTRIBUTES QUALITY ATTRIBUTES
Marketing Brand awareness Brand value/fans/market growth
Coupons (1-time/acquisition) Rewards/Points programs
Viral campaigns (awareness) Customer-sharing campaigns
Prospecting/list buys CRM/CLV (cust. lifetime value)
New media channels Existing communities
(even customer-owned)
Broadcast/attraction/acquisition Engagement/Cust. collaboration/
promotions one-to-one marketing
Change prospect behavior Feed and grow customer desire
Parity positioning Cust.-focused product segments
P.R./ Separated roles/ Collaborative/2-way
Communications chain of sequence
Reactive Upfront communications
I.T. Separated/Low- Collaborative dependence/
involvement/reactive high involvement
Product Mkt R&D/new products Customer input/enhancements
Development/Mgmt (high resource cost)
Resources output (company- Crowd-sourcing (customer-centric)
centric)
Customer Support Wait for queued customer Search & address instant customer
complaint calls (reactive) complaints online (proactive)
F&A and Pricing High upfront costs Lower, long-term leveraged costs
Low-price competition Quality pricing
Short-term ROI Long-term/retention ROI (CLV)
Talent/resource costs Crowd-sourcing/open source
savings
Economies of scale Long-tail (niche segmentation)
profits
© Copyright 2011 Jake Aull

11. ORGANIZATIONAL MANAGEMENT
 Bottom up vs. top-down
 The “groundswell” vs. traditional leadership
 Social Media’s need for executive sponsorship in an org
 Brand consistency and strategic alignment of departments around a
company common SoMe table
 Agility:
 IT/products
 Management
 Business
 Alliances and Affiliates

12. EXAMPLES
 Poor org alignment and
customer-support
representation in Twitter
(right).
 Good example: Best Buy’s
Blue Shirt Nation (from Li’s
Groundswell).

13. ENTERPRISE 2.0:
TECH & CONTENT SHARING

14. COLLABORATIVE CONTENT
WITHIN THE ORG
 wikis
 CMSes
 ERPs
 MS SharePoint
 Yammer.com
 Company.com

17. TAKE-AWAYS
 There are many departments within a company (whether corporate- or
client-side) who have a viable place at the company table when it comes
to social media.
 All need to be represented (not just marketing) in such discussions.
 All concerns should be addressed (and agreement achieved).
 And all departments who utilize outward-facing social media should
achieve some brand consistency.