The document outlines 4 steps to creating a sustainable social media program: 1) Listen to conversations to understand customer sentiment and competitor activity, 2) Learn from insights by taking action, 3) Engage where customers are while defining the role of each social media platform, and 4) Replicate successes by documenting metrics and processes so others can repeat and refine results over time. The goal is to make social media an integral part of business operations that can achieve goals and be repeated.

1. Make social media a capability not a campaign:
4 steps to create a sustainable social media program.
Created by: Dirk Shaw, Social Media Strategist

2. It seems like everywhere you turn someone is
talking about social media.

3. It’s adoption and the volume that people are creating
content has companies scratching their heads on how to
engage in social media.

4. The question is no longer shouldwe participate in social
media. It is how do we get started?

5. Getting started requires more than simply setting
up outpost on sites like Twitter &Facebook.

6. Social media metrics alone are meaningless.

7. That is until you can
show which ones led
to achieving business
goals!

8. Predicting social media value implies you can repeat a
past success.
Photo credit http://www.cyclingweekly.co.uk/100

9. Companies that engage in an uncoordinated manner

10. Have difficulties
replicating success.

11. Which makes predicting
future value almost
impossible.

12. 4 steps to a sustainable social media program

13. Listen:
Listening to the conversation is as important as
participating.

14. Each group will listen and respond to different things
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15. A marketer may want to know what it’s competition
is doing.

16. A product manager will
want to understand how
customers feel about new
products while identifying
latent needs.

17. A communications person might want to
understand sentiment.

18. To achieve business goals it will require each of
these groups to listen in a synchronized manner.
Photo credit:
http://upload.wikimedia.org/wikipedia/commons/9/95/Sir_Simon_Rat
tle_and_Berlin_Philharmonic_Orchestra_Photo_by_Monika_Rittersha

19. Learning: Turn insights into action

20. The biggest challenge is acting on what you hear.

21. Using monitoring solutions can streamline
collaboration for acting on insights gained from social
media.

22. Engaging: Participation should be
informed by listening.

23. The number of tools and places for companies to engage with
customers can be overwhelming.

24. Many companies simply skip the listening part and jump
right into the conversation.
http://www.flickr.com/photos/felipeskroski/2567534742/sizes/l/

25. This is not the right approach..

26. Spending time where customers are not leads to a lack
of results.

27. Poor results means less
investment will be made
into social media
programs.

28. To avoid this. Define the role of each outpost, how it
supports goals and who will be responsible for it.

29. Experimentation and
prototyping is an
essential step to
making anything
repeatable.

30. This makes the role of experience planners even
more essential.
http://www.flickr.com/photos/unthinkingly/3012284234/sizes/l/in/set-72157608862123043/

31. Engaging social experiences integrate websites with
earned media.

32. By defining the roles of each outpost AND knowing how
they work together will deliver the most relevant
experience.

33. Replicate: Now that you have successfully accomplished
a goal, can you do it again?

34. The ability to replicate allows you stop looking thru the rear
view and start predicting future success.

35. Innovative companies are not successful because they
came up with a clever idea.

36. Innovative companies know how to replicate
success and refine things along the way.

37. The same is true with social media. It must
become the way you do business.

38. Document each success.
Capture metrics, who was
involved and how you would
do it differently.

39. Create guides that enable others to repeat, refine and
mature as the organization grows.

40. Sharing success stories is a great way to get others
excited and willing to dedicate resources to social
media.
http://www.flickr.com/photos/wili/233621595/sizes/l/

41. Having a vision of
where you're going
allows you
successfully align
social media to goals,
people and
processes.

42. Listen:
Listening to the conversation is as important as
participating.

43. Learning: Turn insights into action

44. Replicate: Now that you have successfully accomplished
a goal, can you do it again?

45. Can you replicate social media success?

46. Twitter: @dirkmshaw
Blog: www.dirkshaw.com
Web: www.vignette.com