1. Power to the People
Improving Social Media ROI Through Decentralization
Alexandra d’Archangelo | Marketing Design Group | Dec. 12, 2012
2. What we’ll discuss
• What decentralized social media is and
why it’s becoming more important now
• How various event departments can
harness the power of social media
• Implementing social media best practices
to …
• Mitigate risk
• Maximize potential
• Answers to your questions
• Twitter: @adarchan #mdgLIVE
4. There are two social
media organizational
models for trade
shows and events
5. Centralized
About
Various show units feed information to the communications
(marketing, PR, social media) department
The marketing department manages strategy and execution with very little
collaboration
Advantages
Consistency in messaging
No real need for policy and guidelines
Good for a consistent customer experience/ rapid response
Disadvantages
Can appear inauthentic
Too focused on sales and marketing messages
Fewer people are empowered and therefore opportunities are lost
#mdgLIVE
6. Decentralized
About
The middle hub is still the communications department (marketing, PR, social
media), but has a different role.
The show units are given individual freedom to establish strategy and execution
Advantages
Allows social media to develop under umbrella of best practices
Allows you to tap into your entire team
Is authentic
Disadvantages
The brand message can be less consistent
Requires policy or guidelines, social media training
Managing coordination of story arc and response to metrics
#mdgLIVE
7. “A manager is responsible for
the application and
performance of knowledge.”
Peter Drucker
8. 3 critical tactics for
engaging your team
• A clear mission that links to the cause
• Purposeful & sustained outreach program
• Team must own the mission
• @Jcopulsky
#mdgLIVE
24. Sandbox Covenant
Described in Open
Leadership, by Charlene Li
(@CharleneLi)
Clearly defined boundaries
and agreed upon rules
make it a safe place to play
Covenant vs. policy or
contract
#mdgLIVE
27. What to remember if you
forget everything else:
The move to decentralized social media is
inevitable.
The key advantages of decentralization are:
authenticity, a greater focus on listening and
employees who are empowered, engaged and
extend the reach of your brand.
Social media is more than a marketing tool.
Overarching guidelines, best practices and
agreed upon objectives minimize risk and
maximize potential.
#mdgLIVE
29. Questions or comments?
Please contact me…
Alexandra d’Archangelo
Alex@MarketingDesignGroup.com
+1.619.298.1445 x114
@adarchan
#mdgLIVE
30. Power to the People
Improving Social Media ROI Through Decentralization
Alexandra d’Archangelo | Marketing Design Group | Dec. 12, 2012
Hinweis der Redaktion
Stop at 3:13http://www.youtube.com/watch?v=Y4EwCG8Z498
Jonathan Copulsky is the Global Chief Marketing Officer for Deloitte Consulting’s Strategy and Operations practice and the author of Brand Resilience, Managing Risk and Recovery in a High-Speed World.Military analogies are nothing new to the business world but Copulsky writes and speaks about brand management via counterinsurgency strategy.His three tactics for strategy of engaging your team and maintaining a unified front are:A clear mission that links to the cause. Share show wins & nfo with stakeholdersOutreach: internal & externalProvide tools for outreach, enable teams to own the mission and maintain more consistency in terms of your brand and image
I have fleshed out the hub & spoke model here with various departments – each org is different. Also, you may or may not know that we are the marketing agency for Pivot, an innovative social media conference in NY. We want to stay focused on examples & best practices that can apply to a variety of shows.The decentralized social media model provides opportunity for all departments to be involved. If the idea of everyone being involved raises red flags for you, let me quell your fears by assuring you, they already are.With this in mind, let’s explore some opportunities for various departments and individuals to own the mission.
@davidaudrainPlus Wolfgang Lucke example
@BioEricM
Most content rich people or depts. Not only participate in show groups but industry groups as well.Dedicated listening strategy, validate what you’ve been working on, speaker ideas*efficiency
pre-, at-event and post-show. Much of this can be anticipated, such as increased registration inquiries just prior to the expiration of the early bird deadline.-some anticipated, what will be monitored, not-drive traffic onsite: NAMM re: crowd control
Thx Charlene LiFlow of information-FAQs-Have the most relevant person get back to them
Thanks @smyrnagirl & @carimcleanMeasure their ROI or ROO – increase traffic to websiteThat sustained outreach we talked about – Jen./healthcare blogger excited, buy inCustomer service/admin: no spoke - invaluable part of the follow up that keeps your community members and brand evangelists enchanted. Not in the that’s’ not my job business
From flow of info;No SM policy phone book – not an excuse to avoid engaging.-use real name, listing show/association affiliations, view are your own, commitment to turning problems or easily fixable mistakes into opportunitiesWhen Microsoft first embraced blogging, for example, they decided to let any employee blog. They had an informal blogging policy that consisted of just two rules: “Remember the confidentiality agreement you signed when you became employed here,” and “Be smart.”