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Organizing for Social Media Webinar

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Organizing for Social Media Webinar

  1. 1. Organizing for Social Media June 4, 2010 #Organize #Organize
  2. 2. Today’s Speakers Moderator Steve Goldbach Partner Monitor Group @steven_goldbach Larry Weber Greg Matthews Chairman Social Media Director Digital Influence Group and WCG Racepoint Group (Formerly Humana) @thelarryweber @chimoose #Organize 2
  3. 3. About Us Full service digital agency that is social media at its core A global public relations agency that helps clients harness the power of both traditional and social media to strengthen reputation and drive business #Organize 3
  4. 4. Introducing Larry Weber Chairman @thelarryweber #Organize 4
  5. 5. New Rules of Engagement Old Marketing New Marketing One-way communication Brand is dialogue Brand recall is holy grail Customers determine brand value Content controlled by marketers Enterprise + user-generated content Virality driven by flash Virality based on content Expert reviews User reviews Publishers control channels Publishers build relationships Top-down strategy Bottom-up strategy Emphasis on cost – CPM Invest for growth – Measurable ROI #Organize 5
  6. 6. Social Media is EVERYWHERE Breaking down walls between: • Marketing disciplines • PR, Advertising, Events, Promo • Marketing and other functions • IT, Customer Service, HR • Enterprise and external stakeholders • Customers, resellers, investors #Organize 6
  7. 7. Social Media Cross-Functional Steering Committee CEO MKTG PROD DEV LEGAL Strategy, Governance, Technology HR Best Practices, Training, Leadership OPS IT SERVICE MKTG OPS IT HR SERVICE #Organize 7
  8. 8. New Social Media Roles – A Strategic Approach SOCIAL STRATEGY ACTIVATION & MEASUREMENT EXPERIENCE & PLANNING SUSTAINMENT & ANALYTICS DESIGN Social Creative Engagement Social Media Strategist Director Manager Analyst User Content Experience Manager Designer Media Technology Planner/ Guru Buyer #Organize 8
  9. 9. Where do we go from here? • Establish the Social Media Cross-Functional Steering Committee • Set enterprise social media goals and measurement metrics • Do a social media skills audit across your organization • Supplement internal resources with external expertise #Organize 9
  10. 10. Introducing Steve Goldbach Partner Monitor Group #Organize 10
  11. 11. About Monitor We grow organizations #Organize 11
  12. 12. About Monitor We grow organizations #Organize 12
  13. 13. #Organize
  14. 14. Integrated Marketing Most Critical Issue Facing Marketers Less than 28 Most 27 The Rest Achieving “integration” is 39 Most critical to Brands 48 Good succeeding in social media 33 All Brands 25 Excellent / Very Good Incidence of “Integrated Quality of Integrated Marketing Programs” Marketing Programs in Company Source: ANA Survey on Integrated Marketing #Organize 14
  15. 15. Integration…the old way One dominant model for reaching consumers #Organize 15
  16. 16. Today, Integration Means Using Everything Marketing Matched with Silos Agency Silos . . . How Do Consumers Experience Our Plans? Mkt Comm Ad Agency Design Design Hispanic / Ethnic Mkt AA Agencies Public Corp. Comm. Relations CONSUMER Digital Social Media Agencies Shopper In-Store Marketing Marketing #Organize 16
  17. 17. A Better Way for Integration Multiple alternate “Channel Pathways” to reach and engage consumers through the purchase cycle #Organize 17
  18. 18. Three Areas to Address in Marketing Organizations PROCESSES, SYSTEMS & METRICS #Organize 18
  19. 19. Changing the Marketing Mix Isn’t Enough Percentage of Marketing Spend • Process and system are set to 50% rhythm and requirements of the old mix • Resources available are over- specialized, i.e. not very useful in the new mix 0% ― People, data and tools TV Direct Print Out of Online Mobile New Mail Home Channel • Metrics/measures are inappropriate ―Lack good measures for parts of the new mix ― Old measures are misleading #Organize 19
  20. 20. From Film to Newspapers #Organize 20
  21. 21. Organization Capabilities for an Evolving World OBSERVATION ORIENTATION THE OODA LOOP ACT DECIDE #Organize 21
  22. 22. OODA Suggests Flexibility and Adaptability FOOTBALL HOCKEY COMMUNICATION INTEGRATORS #Organize 22
  23. 23. Design Thinking in Social Media Everything is ROI focused and needs to be accountable. That’s why this program has taken so long to develop. We want to make sure everyone is RELIABILITY VALIDITY comfortable behind this.” Were we consistent? Were we right? ― Media Manager/Interactive Specialist, CPG Company #Organize 23
  24. 24. How to Build Communications Integrators Organize around the consumer / customer Encourage and protect experimentation budgets Moratorium on new silos / break down existing ones Rotation programs – for agencies and marketers Stop firewalling outside world #Organize 24
  25. 25. Introducing Greg Matthews Social Media Director WCG @chimoose #Organize 25
  26. 26. Corporate Tension control vs grassroots The CW Photo by Eric Ogden flickr photo by Jer Kunz http://www.flickr.com/photos/jkunz/3488123225/ #Organize 26
  27. 27. Org Chart vs Network flickr photo by Matt Lemmon http://www.flickr.com/photos/mplemmon/3060213691/ #Organize 27
  28. 28. What is it we’re trying to achieve? • More customers • More profitable customers • More efficient operations • Greater customer satisfaction • Tighter supply chains • Broader organizational capability • Deeper employee engagement • More effective strategic partnerships #Organize 28
  29. 29. What can everyone agree on? PRINCIPLES CORE #Organize 29
  30. 30. Social Media Truisms to Ponder • Top-level sponsorship is essential • You’ve got to have a well-planned strategy before you start • Don’t be a “me too” • Heavily regulated industries can’t really “do social” • You can outsource it to your agency • Your employees will be a liability #Organize 30
  31. 31. Questions from the Audience Feel free to type in your questions for Larry, Steve and Greg #Organize 31
  32. 32. Additional Resources 1. To share the recording of this webinar www.racepointgroup.com/digital/resources.cfm www.digitalinfluencegroup.com 2. A white paper will be available in 2-3 weeks at same websites. 3. Other questions, contact: Jackie Lustig at jlustig@w2groupinc.com #Organize 32