This is a presentation I delivered at Social Media Week in Berlin in September 2011. For more on the background to the presentation, or if you have any questions, please get in touch with me! Cheers, Sebastian Vasta - @sebastianvasta

1. Social media for business:Set up your strategy and team.

2. Social media is a buzzword. “Cool” is not a reason. flickr.com/philliecasablanca

3. Today’s presentation Core considerations Your social media team Your strategy First steps Longer term Sebastian Vasta @sebastianvasta

4. Core considerations.

5. Core considerations Put the customer first Sebastian Vasta @sebastianvasta

6. Jonah Peretti, 2010 Broadcast vs Dialogue Sebastian Vasta @sebastianvasta

7. Jonah Peretti, 2010 Broadcast vs Dialogue Sebastian Vasta @sebastianvasta

8. The Age of theCustomer.

9. Four uses of social media Inform Entertain Help Reward Sebastian Vasta @sebastianvasta

10. If you can't link social to sales immediately or in the long term, then why do it?

11. The Age of Data. Dell, 2010

12. The Dell Ambition “The goal is to enable every employee inside the company to have a social radio…every function you can imagine inside the company is going to use social media and community tools.” - Manish Mehta, VP Social Media & Communities, Dell Sebastian Vasta @sebastianvasta

13. flickr.com/saxonmoseley Insight + Data = Business benefit

14. Get my drift? Social media is not merely a set of new technologies. It is a set of behaviours that can be applied throughout organisations. Social media represents a fundamental change to the way we do business. Sebastian Vasta @sebastianvasta

15. It’s about cultural change Education Investment Empowerment Commitment Sebastian Vasta @sebastianvasta

16. Large vs small Sebastian Vasta @sebastianvasta

17. Core considerations Put the customer first Answer the ROI question

18. More than simple numbers Metrics must reflect social behaviours Metrics must be relevant to your objectives

19. Education Data is your friend NPS can link to money – eventually The timescales are different too Sebastian Vasta @sebastianvasta

20. Core considerations Put the customer first Answer the ROI question Get the cash Sebastian Vasta @sebastianvasta

21. Invest in customers Data! Content! Media? Sebastian Vasta @sebastianvasta

22. First steps Take money from existing budgets Be creative Buy-in to the customer-first model gives you a mandate for change. Sebastian Vasta @sebastianvasta

23. Building a social media team. flickr.com/aaronescobar

24. Functions Governance Business-wide strategy and advice/counsel Individual campaign response and project management Community management and BAU marketing updates BAU Care response Corporate Care responses Corporate Communications and response Monitoring/Reporting Sebastian Vasta @sebastianvasta

26. Creative

27. Technical

28. Editorial

29. Analytical

30. Strategic

31. All functions should understand all these areas in some way

32. Customer-focussed, with understanding of business considerationsSebastian Vasta @sebastianvasta

35. Whohaveyougot on hand

36. Incubationorempowerment

37. Centralisedgovernance

38. Long term

39. Anotherchannel to market

40. Left hand always has to knowwhatthe right hand isdoing – stakeholdersthat will beimpactedmustbeconsulted.Sebastian Vasta @sebastianvasta

41. First steps Start small Be agile, fail-forward Staggering change is OK – but stay on target Understandthat social media is a long term commitment. Sebastian Vasta @sebastianvasta

43. Role of agencies Many specialisations – stay flexible It’s a gold rush – from different angles Trust issues – do you need a gatekeeper? Don’t lose your voice Sebastian Vasta @sebastianvasta

44. Restructuring A holistic change – part of everyone’s job Your listening post should be listened to Your staff should be your biggest advocates Sebastian Vasta @sebastianvasta

45. Zappo’s Ambition At Zappos we are all about blurring lines. Every employee is living the brand, at home, in the office and in social media. Rather than focus on work-life separation, we focus on work-life integration. - Tony Hsieh, CEO, Zappos.com Sebastian Vasta @sebastianvasta

46. Setting your strategy. Or, ‘What have we learnt today?’ flickr.com/idovermani

47. Your strategy Listen first Objectives second How to measure success Are you ready? Prioritisation Long term view Sebastian Vasta @sebastianvasta

48. Want to hear more? Let’s talk! Sebastian Vasta Twitter: @sebastianvasta LinkedIn: linkedin.com/in/svasta Sebastian Vasta @sebastianvasta