SEWF Strategies for Social Media

Cezar Taurion, Technical Evangelist

Strategies for Social Media
Creating a social networking vision for your social enterprise

https://w3-03.ibm.com/marketing/mi/mihome.nsf/pages/Social+Insights
October 18, 2012
© 2010 IBM Corporation

As coisas acontecem muito rapido no mundo cada vez mais
hiperconectado


Quem é esta geração digital?

Usam tecnologias digitais no seu dia a dia e esperam usá-las no trabalho.
São early adopters por natureza.

Entram no mundo online cada vez mais cedo... usam a Internet como
laboratório social, para testar limites do relacionamento.

Vivem em ritmo cada vez mais acelerado e são multitarefas (usam celular,
MP3, PC...tudo ao mesmo tempo!)

Uma nova família

A NOVA CASA
O NOVO PAI
A NOVA MÃE
O NOVO FILHO


Um novo ambiente de trabalho

A NOVA ORGANIZAÇÃO
O NOVO CHEFE
O NOVO ESCRITÓRIO
A GLOBALIZAÇÃO


TUDO EM
TEMPO REAL

TECNOLOGIA
PERVASIVA E
COMPUTAÇÃO
SOCIAL
A SOCIEDADE
CONECTADA

UMA NOVO
UMA NOVA
AMBIENTE DE
GERAÇÃO
TRABALHO © 2010 IBM Corporation

A Social Network Has Three Requisite Elements That, When
Combined, Deliver Network Value And Can Help Drive Business
Results

friend
friend
3 Elements of Network Value

1. Contributions
friend friend
friend 2. Volume of Interaction
me
3. Number of Participants
friend friend

friend

Successful social media strategies drive these three elements
15

In Every Social Network, There Are Participants That Have The
Ability To Influence Decision Makers

New product
announced.
Social strategy $$$
kicks in

$$$
Joe = Influential
Blogger

$$$

Jane = Influential $$$
Blogger


Challenge: How To Leverage Social Media Within The Overall
Marketing Plan

The Traditional Four The Social Media Landscape
P’s of Marketing

VIDEO SHARING MICROBLOGS

WIKIS SOCIAL NETWORKS
(where publicly
available)

SOCIAL MEDIA NEWS
PHOTO SHARING
AGGREGATORS

17 © 2009 IBM Corporation

The social media marketing cycle, represents a continuous cycle.

1 2
Perform Understand
Listening Competitive
Research Position

10 3
Measure and Hold Action Plan
Harvest Framework
Insights Workshop

9
Empower Your 4
Advocates
Link to Overall
Marketing Strategy

8
Maximize 5
Content Develop Social
Distribution Media Marketing
Plan

7 6
Engage In The Develop Social
Conversations Media Content

1. Perform Listening Research
Listening tools allow you to understand
What is currently being said (or not being said)
about your brand in the social media.
Who is talking about your brand.
– Customers
– Industry Influencers
– Partners / Developers
– Students
Where those conversations are taking place.
The tone and impact of those conversation


2. Understand Competitive Position

A competitive assessment can uncover social
capabilities and best of breed techniques your
competition is using, but you aren’t

• Understand how, where, and why the
competitor is using the social media.
• Inventory and assess a competitor’s social
capabilities on their .com site and on the
major social platforms
• Perform an internal assessment to
understand our strengths and weaknesses
versus our competition.
• Develop recommendations on how we can
improve our competitive positioning.


The Action Plan Framework provides an execution roadmap
LISTEN

UNDER-
1. People/Ecosystems: Who & Where Are They?
STAND

ENGAGE
2. Story Involvement: Are We Part of the
PLAN
Conversation?
3. Story Themes/Topics: Most Popular
4. Story Management: Are our key themes present
in discussions and resonating with the
marketplace?
5. Tactical Considerations
Sections of the Recommendations & Goals report

Assess/Benchmark Define Goal Actions/Program Evaluate
Communications

Most 44% of discussion around xxxx Raise % of our Through blog posts and.com sites, help define Change
discussion and related topics is unbranded. branded links that viewpoint to why/how we developed our From
is XX accounts for 15% of conversations offerings, as a reflection of our forward thinking Benchmark
unbranded; conversation, we and XX each to 15% of the view. We can also move the needle here with an
We ranks account for approx. 8%. The conversations active blogging and twitter strategy. And that
third among rest of the conversation is includes having monitor discussions going on
brands divided amongst a highly
p le other blogs, tweets, and discussion forums
discussed divergent array of brands
E xam

The Action Plan Framework provides an execution roadmap
LISTEN

UNDER-
1. People/Ecosystems: Who & Where Are They?
STAND

ENGAGE
2. Story Involvement: Are We Part of the
PLAN
Conversation?
3. Story Themes/Topics: Most Popular
4. Story Management: Are our key themes present
in discussions and resonating with the
marketplace?
5. Tactical Considerations
Sections of the Recommendations & Goals report

Assess/Benchmark Define Goal Action/Plan Evaluate
Communications
Our mentions •Our mentions tend to focus around their virtualization and •By end of 2Q, double •Execute on activities recommended
account for data management solutions; our conversation focuses on our share of the above (blog, tweet, comment on
8% of the risk management from an IT standpoint. security conversation influencer blogs, etc.) Establish
overall •XX is the most discussed brand in the security conversation, to 10%, & move our cadence of social activities.
conversation, with a 5.5% share of that conversation (75% unbranded). brand from 3rd to 2nd in Change
•Leverage existing our secruity- From
ranking third •XX is mostly discussed on blogs by tech bloggers, brand rating.
related social initiatives. Benchmark
among the pundits/analysts, XX employees, consumers and IT
•Hold our position as
brands (#1: professionals
p le the most widely
XX, #2: YY)
E xam discussed brand by
these audiences


4. A Critical Step Involves Linking The Social Media Plan To The
Overall Marketing Strategy Critical Marketing Linkages
• Marketing Manager Assigned
• Set Desired SEO Keywords
• Key Stories , Themes and Messages
• Planned Campaigns, Events and
Product Launches

1 2
Perform Understand
Research Position

10 3
Harvest Framework
Insights Workshop

9
Empower
Your 4 Link to Overall
Advocates
Marketing
Strategy
8 Maximize
Content
5 Develop Social
Plan
7 Engage In 6 Develop
The Social Media
Conversations Content


4. Link Social Strategy to Overall Marketing Strategy
Critical Marketing Linkages
• Marketing Manager Assigned
• Set Desired Tag / SEO Keywords
Some Example Objectives Of A
• Key Stories , Themes and Messages Social Strategy
• Planned Campaigns, Events and Product Launches
• Listen and Learn
• Build Relationships
Understand what you want to accomplish. • Improve Brand Reputation
• Content Generation
Support or link to goals in your overall • Search Engine Optimization
marketing strategy. • Customer / Partner Support
Gain support from all levels of the • Idea Generation
organization. • Promoting Action
• Drive to Website
The Social Strategy objectives should be
“SMART” (specific, measurable, attainable, realistic,
and time-based).


5. Step 5: Develop, Launch and Manage The Plan.

1 2
Perform Understand
Research Position

10 3
Harvest Framework
Insights Workshop

9
Empower
Advocates
Marketing
Strategy
8 Maximize
Content
5 Develop Social
Plan
The Social Media
Offering / Marketing Mgr.
• Hosts Action Plan Framework Workshop
• Determines SM objectives and
documents SM marketing plan
• Develops, launches, and manages SM
plan through entire next cycle

6. Develop A Content Inventory and Distribution Plan

Developing a SM Content and Channel
Distribution Plan
• What content do we have? What do we
need to develop?
• What channels and social platforms will
we use?


Determine Social Media Tools and Channels
Tool / Channel Purpose and Strategy
Monitoring Tool Listening to existing conversations. Understanding influencers.

Measurement Tool Analytics, dashboard, benchmark measurements,

Detailed thought leadership content, case studies, links to all
Corporate Website
Social channels.
Collaboration space, customer care, forums, influencer programs,
Community site
idea generation
Corporate Blogs Thought leadership, depth, engagement, linking & guest posts
Employee SME Blogs/Microblogs Thought leadership, depth, engagement, linking
Influencer & Analyst Blogs/Twitter Engage, Influence, Develop brand advocates
Twitter Headlines, engage, sales, solve service issues, competitor insight
Facebook Social, friendly, recruiting, link to community and blog, video
LinkedIn Groups, engagement, networking, recruiting
YouTube Videos, interviews, case studies, brand awareness
SlideShare Content sharing, thought leadership


Social Media usage history

Spring 2012 Social Media User
Statistics 4

LinkedIn 150M in Spring 2012;
175M users August 2012

3
http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/
4
http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/ © 2009 IBM Corporation
28

Social Platforms


Steps 7-9: The Plan Gets Implemented and We Monitor The
Social Media Conversations in Real-Time.

1 2
Perform Understand
Research Position

10 3
Harvest Framework
Insights Workshop

9
Empower
Advocates
Marketing
Strategy
8 Maximize
Monitor Content
5 Develop Social
Social Media Distribution Media Marketing
Plan
Use Real Time
Dashboard 7 Engage In 6 Develop
Tools The Social Media


7. Engage In Conversations
Social media platforms help facilitate conversations between individuals, not
companies. This step is all about building relationships with target audiences.

People want to have conversations with
company representatives who are…
• Experts in their area,
• Passionate about their work ,and
• Empowered to act on the feedback they receive
from the community..


8. Maximize Content Distribution
Based upon your objectives and target audience, there are different social media
spaces in which we recommend they participate.

Key Objectives
– Drive content across networks
– Achieve optimal exposure
– Strive for consistent social
experience.
– Increase participation


9. Empower Your Advocates

Advocates are trusted members
(non-employees) of the online
communities who can help you
achieve your social objectives.

Why develop advocates? How to create advocates?
– Build brand loyalists. – Engagement (conversation)
– Empower them to positively – Transparency (visibility)
influence others – Authenticity (honesty, straightforward
behavior)


10. Measure and Harvest Insights For Management Review and
For Input Into The Research Plan For The Next Cycle.
Review Cycle

1 2
Perform Understand
Research Position

10 3
Harvest Framework
Insights Workshop

9
Empower
Advocates
Marketing
Strategy
8 Maximize
Content
5 Develop Social
Plan
The Social Media


10. Measure and Harvest Insights

This is perhaps the most important, but also the
most challenging step in the seven step social
media marketing process

Why understand the impact?
– Measure progress.
– Quantify return on investment
– Benchmark against future efforts.


NA ERA DIGITAL,
TODOS NÓS SOMOS
PRODUTORES DE
CONTEÚDO


O CONHECIMENTO E A
CAPACIDADE DE INOVAÇÃO
DENTRO DAS EMPRESAS

UM TESOURO ENTERRADO


MÍDIAS SOCIAIS NAS EMPRESAS
UMA JORNADA


A MAIOR BARREIRA PARA
INTRODUÇÃO DAS MÍDIAS SOCIAIS
SÃO OS LÍDERES DAS EMPRESAS

• REPUTAÇÃO DA EMPRESA
• SEGURANÇA DAS INFORMAÇÕES
• PRODUTIVIDADE

“Social Media: Embracing the Opportunities, Averting the Risks” – EUA - Russel Herder e Ethos Business Law - 438 entrevistas
online realizadas em julho/2009 com executivos de empresas dos EUA

64% DOS CEOS DAS
MAIORES EMPRESAS DO
MUNDO NÃO ESTÃO
PRESENTES NAS MÍDIAS
SOCIAIS

APENAS 12% DOS CEOS
TÊM PERFIL NO
TWITTER OU FACEBOOK

Socializing your CEO: from (un)social to social - Weber Shandwick – pesquisas com os CEOs das 50 maiores empresas do
mundo

MAIS DE 50% DAS EMPRESAS
BLOQUEIAM O ACESSO DE
SEUS FUNCIONÁRIOS ÀS
MÍDIAS SOCIAIS


A MAIORIA DAS EMPRESAS
AINDA TRATA AS MÍDIAS
SOCIAIS COMO UM
PROBLEMA E RISCO

•24% DAS EMPRESAS APLICARAM ALGUMA AÇÃO DISCIPLINAR EM
FUNCIONÁRIOS QUE VIOLARAM AS POLÍTICAS DE USO DE BLOGS
•11% REPORTARAM QUE DEMITIRAM FUNCIONÁRIOS POR TAL
VIOLAÇÃO

Proofpoint - Outbound Email and Data Loss Prevention in Today’s Enterprise 2010 - 261 empresas entrevistadas com mais
de 1 mil empregados.

OS FUNCIONÁRIOS QUE
USAM MÍDIAS SOCIAIS NO
TRABALHO SÃO
9% MAIS PRODUTIVOS
QUE AQUELES QUE NÃO USAM

Fonte: Estudo da Universidade de Melbourne 2009

REDES SOCIAIS NAS EMPRESAS:
UM PROCESSO EVOLUTIVO

INFORMAÇÃO E MARKETING
ENGAJAMENTO DOS
FUNCIONÁRIOS
ATENDIMENTO AOS
CLIENTES
DESENVOLVIMENTO
DA FORÇA DE RELACIONAMENTO
TRABALHO COM O MERCADO

INOVAÇÃO COLABORATIVA


REDES SOCIAIS NAS EMPRESAS:
UM PROCESSO EVOLUTIVO

AMBIENTE AMBIENTE AMBIENTE
FECHADO CONTROLADO LIVRE

INFORMAÇÃO COLABORAÇÃO

HIERARQUIA COMUNIDADES


UM AMBIENTE COLABORATIVO
ATRAVÉS DAS FERRAMENTAS DE
MÍDIAS SOCIAIS...

POTENCIALIZA AS
COMUNIDADES

CRIA NOVOS
RELACIONAMENTOS

CRIA
ILHAS DE COMPETÊNCIA

DESCOBRE
TALENTOS E EXPERTS

IDENTIFICA OS
INFLUENCIADORES


Futuro se torna passado rapidamente!


Cezar Taurion
ctaurion@br.ibm.com
www.ibm.com/developerworks/blogs/page/ctaurion

@ctaurion
Facebook, Linkedin, BranchOut

Obrigado pela Atenção

, 2012 © 2012 IBM Corporation

SEWF Strategies for Social Media

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