Activating a Social Media Strategy within an Organization
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- Mark Malone
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1 1 Best Practice Guidebook Activating a Social Media Strategy within an Organization guidebook summary Firm: Consumer Electronics Company* Industry: Consumer Electronics Headquarters: United States Geographic Footprint: Global Ownership: Public Revenue (2012): >$4 billion USD Problem: Consumer Electronics Company recognizes the opportunity presented by (and the risk of ignoring) online brand related conversations and needs to develop a social media strategy along with the processes and capabilities to implement it successfully. Solution: Consumer Electronics Company uses a systematic approach to create and activate a social media strategy throughout the organization. This approach includes: Developing the strategy and creating organizational buy-in Identifying the specific capabilities needed to operationalize the strategy Selecting the appropriate talent and channel for the launch Providing rules of engagement and training to implement the strategy Creating a process to listen and respond to online conversations Tracking progress in driving engagement and sales opportunities Business Results: Increased share-of-voice in category Positive shift in brand perception and product consideration Strong employee commitment to the initiative Increased sales and customer engagement Resources Required: Dedicated positions with specialized skills to implement the social media strategy Applicability of Best Practice to Executive Functions: Function Applicability Marketing Market Research * This is a pseudonym for the profiled company.
2 2 Consumer Electronics Company establishes a systematic approach to activate social media within the organization Social Media Activation Process Develop Strategy Identify Gaps Prepare Launch Engage Launch Team Monitor Conversations Track Progress Gain organization wide commitment to social media and address function-specific concerns. Uncover capabilities gaps to determine any necessary social media talent investments. Create an effective launch through an efficient blend of resources. Ensure a unified approach to the social media strategy among the launch team. Gather and act on insights from conversations taking place across the social media landscape. Track progress of the social media strategy and make necessary adjustments over time. Action Hold cross-functional workshop with key internal stakeholders to develop social media strategy and necessary steps for activation. Action Perform internal and external analyses of social media capabilities to inform the creation of a wellrounded social media candidate persona. Action Screen existing employees and potential channels against strict criteria to ensure the appropriate selection of talent and channel. Action Employ a dedicated social media training program and set clear guidelines and expectations for the launch team. Action Create a system to monitor, learn from, and respond to online conversations, routing issues accordingly to relevant internal constituents. Action Employ specific metrics to track progress in driving engagement and sales opportunities across social media channels.
3 3 key takeaway: Partner with key internal stakeholders to develop social media strategy and ensure organizational buy-in Marketing holds a cross-functional workshop to develop the strategy and necessary steps for social media activation Social Media Strategy Creation Process Workshop Input Workshop Facilitation Social Media Strategy and Next Steps External Benchmarking OBJECTIVE Identify and learn from leading social media practitioners. KEY ACTIVITY Generate a list of companies with the following traits: Recognized leader in social media Operations on a scale similar to Consumer Electronics Company (e.g., Fortune 500, global footprint) Sensitive to similar legal considerations Experience operating in an environment with high volumes of customer interaction Social Media Strategy Workshop OBJECTIVE Leverage functional expertise for strategy development. KEY ACTIVITY Involve key internal stakeholders to: Address function-specific questions and concerns Build momentum for the initiative Reach consensus on a companywide social media framework Finalize next steps to activate social media OUTPUT Social media strategy and next steps Proactive Arm advocates and create new fans through exclusive and engaging content. Reactive Learn from online conversations to understand customer needs and inform proactive outreach. Tone Add value to discussions in a transparent and genuine manner. Results Be regarded as a leader in social media engagement. NEXT STEPS Tactics Videos, tips, events, interviews, contests, widgets, seed products Polls, monitoring, feedback loops, self-sufficiency, collaboration, and Search Engine Optimization Genuine, helpful, natural, inspirational, informed, confident Advocates, fans, direct sales, media mentions, ideas, brand lift OUTPUT Best practices in social media Lessons learned Workshop Participants: Director, Interactive Marketing and Convergence Media (IMCM) Chief Marketing Officer Communications Director Head of IT Brand Manager PR Director General Counsel Identify and fill key social media capability gaps. Select team and channel for launch. Train selected team for effective launch. Create system to monitor online conversations. Track progress in driving engagement and sales.
4 4 key takeaway: Identify and fill key social media capabilities gaps Marketing conducts internal and external analyses to determine its capability needs Capabilities Audit leading to a social media profile that addresses key capability gaps T-Shaped Marketing Profile and creates roles for the inward- and outwardbound considerations of social media New Social Media Roles Social Media Pundits Purpose: Identify what skills social media experts recommend. Internal Audit Purpose: Review the digital skills and experience levels of current staff members. External Job Descriptions Purpose: Review the skills and capabilities other companies value in social media leaders. Academics and Consultants Purpose: Review literature on recommended social media skills and capabilities. Consumer Electronics Company s T-shaped candidate persona blends a broad marketing background with a deep understanding of the social media space to create a fully rounded profile. Traditional Marketing Background Brand experience Metrics/Measurement capabilities Non-Traditional Marketing Background Digital native: Uses social media professionally and personally Social media experience: Possesses agency or brand-related online experience Connected online: Is an influential member of the online community with a respected voice in the category Experience with online ROI: Understands online measurement and tracking techniques Messaging savvy: Has knowledge of online communication methods, style, and tone LISTENING Title: Chief Listener Focus: Inward-bound communication : Monitor company-related online conversations and route relevant feedback and insights to appropriate functions. Key Responsibilities: Work with social media analysis and marketing experts to provide insights gleaned from monitoring activities. Qualifications: Willingness to experiment, social media expertise. ENGAGING Title: Senior Social Media Manager Focus: Outward-bound communication : Drive the strategy and execution for creation and syndication of content across all relevant social media channels. Key Responsibilities: Manage the schedule for content creation and represent the company at online and offline social media events. Qualifications: Cultural sensitivity, editorial skills, networking ability.
5 5 key takeaway: Select the appropriate talent and channel to launch the initiative Consumer Electronics Company screens existing employees against strict criteria to form an effective launch team Launch Team Selection Criteria and selects a low-cost, low-risk channel for the launch of its social media strategy Launch Channel Selection Checklist The Director, IMCM, and Senior Social Media Manager spend two weeks screening employees, searching for team members who fit the desired profile. Diverse representation of functions, units, and geographies Demonstrated writing and editorial skills Storytelling ability and willingness to share personal details Thought leadership and credibility within their functions Subject matter expertise in respective categories Low Barrier to Entry Easily Manageable Low Cost to Entry High Reach Potential Wide Employee Involvement A channel that allows for quick entry with limited resources allows Consumer Electronics Company to test and learn. Control of the platform allows the company to manage all aspects of the initiative. A low-cost channel ensures the company does not over-invest in the wrong channel and enables it to shift strategy quickly. A channel that provides high levels of exposure and reach ensures a wide audience for the launch. A channel that allows for high employee engagement increases the likelihood of companywide buy in and ongoing success. Strong interest in social media Available to contribute on a consistent and ongoing basis Consumer Electronics Company s Blog The Launch Team comprises employees globally, which allows it to generate sufficient content without overwhelming any single team member the average member creates one post every 3 to 4 weeks initial employees on Launch Team Consumer Electronics Company s blog is the heart of its social media efforts, since it allows a rich, deep story to be told through personal, category-related narrative. As the company s presence grows on other social media sites, it ensures each effort is inter connected and aligned.
6 6 key takeaway: Ensure a unified vision across the social media launch team Consumer Electronics Company employs a dedicated training program to build alignment and initial momentum and sets clear guidelines for the launch team to ensure compliance with all standards Social Media Training Session social media training guidelines Keep it Simple: Create a concise training program to ensure the new strategy does not overwhelm employees. Drive Urgency: Build momentum for the launch by explaining how key competitors are capitalizing on social media. Make it Relevant: Showcase high-profile examples of how social media affects the daily lives of the launch team. Specify Employee Commitment: Develop clear guidelines for employees that set the level and nature of their involvement. Cover Your Bases: Ensure compliance with corporate policies and legal frameworks, such as advertising claims and image rights. Director, IMCM Social Media 101 Social Media Launch Team Senior Social Media Manager Training Session Goals Attendees will: Understand why the company is getting involved with social media Have a clear understanding of the risks and benefits involved Learn about best practices in social media Know the difference between corporate and personal blogging Have a clear grasp of their roles and the logistics involved Be clear on the legal implications of a social media strategy Learn about the company s issue escalation process Social Media Rules of Engagement Consumer Electronics Company s Social Media Policy 1. Live the company s values: always express ideas and opinions in a respectful manner 2. Be yourself, and be transparent: make clear that you are an employee of the company, and your views don t represent the company 3. Protect confidential information and relationships: online information is not secure; exercise caution in sharing 4. Speak the truth: don t make unsubstantiated claims 5. Keep your cool: express your points in a clear, logical way 6. Stay timely: respond to comments quickly, and post frequently 7. Be careful with personal information: use care when posting travel or other personal information 8. Don t be fooled: be wary of suspicious links or postings 9. Disable dangerous privileges: ensure venue settings prevent malicious activity 10. Heed security warnings and pop-ups: never bypass security warnings unless you are sure they are safe Consumer Electronics Company s guidelines for employee involvement empower individuals to be themselves online, ensure consistent representation of the brand, and establish clear guard rails for employees.
7 7 key takeaway: Create a process for listening and responding appropriately to online conversations Led by the Chief Listener, the social media launch team uses a variety of online tools to monitor conversations about the brand Online Conversation Tracking Tools and routes feedback to relevant internal stakeholders accordingly Feedback Routing Process Google Alerts Online content monitoring service Free and paid online tools enable team members to track keywords and monitor online conversations about the brand. Customer Requests Support issues are escalated through a three-tiered system. Tier 1: Simple requests are resolved immediately by online representatives Tier 2: More complicated queries are funneled to web support staff Tier 3: Unsatisfied customers are handled by senior personnel Alert Customer Support Technorati Blog-specific search engine Product Issues Detailed product-specific feedback or questions are routed to relevant product managers. These individuals determine the most appropriate response to queries and handle technical issues accordingly. Alert Product Marketing Tweetdeck Twitter application for sending, receiving, and tracking tweets Seesmic Content aggregator for social networking sites such as Twitter and Facebook Radian6 Platform to monitor conversations and engage with customers online Chief Listener and Launch Team As insights are uncovered, team members escalate relevant findings to key stakeholders, ensuring the effective handling of issues, sharing of information, and prompt responses to customer feedback. Company-related Issues Any issues affecting the corporate brand or the company as a whole are routed to the communications and PR department to determine the most appropriate response and method of delivery. Legal Issues Comments requiring advice or feedback from the legal team are routed immediately to the legal department. These issues are reviewed and resolved on a case-by-case basis. Branding Suggestions Brand managers are informed of relevant discussions and suggested product enhancements/improvements. All suggestions are reviewed to determine feasibility for future updates. Alert Corporate Communications Alert Legal Alert Brand Management
8 growth team m e m b e r s h i p 8 key takeaway: Measure progress in driving engagement and purchase consideration Consumer Electronics Company uses three key metrics to track its engagement across social media channels and seeks opportunities to add value to conversations taking place at the end of the purchase funnel Key Performance Indicators Point-of-Purchase Monitoring Process Reach How many people were exposed to the activity? The company tracks its growing social media presence to ensure it is interacting with an ever-expanding number of individuals online. Sample Measures Number of page views Number of Twitter followers Number of newsletter subscribers Key Phrases Illustrative Consumer Electronics Company employs Radian6 to track phrases that indicate purchase consideration Help me decide Looking to buy Looking to buy Any suggestions Anyone recomm Help Me Decide Anyone recommend Any suggestions Impact What did individuals do based on the activity? The company monitors consumer activity resulting from social media interactions, allowing the team to adjust messaging and tactics to improve engagement and interactivity. Sample Measures Number and tone of comments Responses to a specific call to action Number of clicks, retweets, and shares Influence Was the reaction positive, neutral, or negative? The company tracks the type of sentiment its social media activities are generating, to refine strategy and specific tactics as necessary. Sample Measures Share of voice in the category Feedback and recognition from external pundits Number of awards and speaking engagements Key Phrase Mentions enabling the company to click through in real time to gain visibility into the specific channels where conversations are taking place which provides critical opportunities for engagement at the point of purchase Looking to buy Twitter 537 tweets Looking to buy Facebook 182 posts Blog 203 comments Looking to buy a new smartphone, any suggestions? electronics_guru John Smith
9 9 Consumer Electronics Company s embrace of social media enabled it to generate awareness Business Results promote the expertise of its staff Thought Leadership improve share of voice. Share of Voice Product A 100% Consumer Electronics Company Consumer Electronics Company received 570 million impressions* on Twitter in 2010 Twitter 80% Top Competitor 58% 57% 50% 42% 43% Website 20% and generated 40% of its website traffic from searches that link to its social media content A video of a product manager discussing a new product received 17,000 views on the first day it was uploaded and 40,000 by end of week. 0% June 2010 July 2010 August 2010 and build employee enthusiasm for the initiative We discovered that by involving our employees so actively in the social media strategy, we further strengthened employee engagement around the initiative. Employees enjoy sharing their ideas and expertise with prospects and customers, because it enables them to build their own online credibility and showcase their expertise in the category. Director, Interactive Marketing & Convergence Media, Consumer Electronics Company * Impressions = Consumer Electronics Company mentions Number of followers.
10 10 Profiled Company Perspective Key Lessons Learned Given that social media conversations cannot be controlled, it is necessary to adapt to the channels nature and be open and transparent with all stakeholders. Interaction with individuals online should be real and free of corporate speak. Customers will appreciate it, and in time, the energy of these conversations will produce positive results. It is impossible make everyone happy, but that should not prevent meaningful customer engagement. Prepare yourself for the negative things that people will say about your products, your brand, your category, and even about you personally. Dealing with these situations directly and honestly will ultimately improve customer satisfaction, generate referrals, and inspire positive mentions. Remember that it is not about the corporate website anymore. While an official online presence is always necessary, it is equally necessary to interact with customers through their preferred channels. Online conversations about products and services are excellent learning opportunities and enable interaction with individuals who are engaged enough to communicate with you and share their experiences with others. Do not be afraid to fail. Given that social media is a new tool for many executives, mistakes are bound to happen. Just make sure to learn from these mistakes and move forward quickly. Tools and metrics in social media are still evolving. However, this ambiguity should not be used as an excuse for not measuring. It is essential to find a way to communicate meaningful metrics to stakeholders.
11 Supporting Tools & Resources Chief Listener Role Description 11 Chief Listener Summary: Optimize and use tools to monitor online conversations related to Consumer Electronics Company products, services and brand in all social media channels including Twitter, blogs, forums, video sites, Facebook, etc. Route issues to team (Conversation Specialists, Conversation Support, or Marketing Managers) for handling. Work with Social Media Analytics and Marketing experts to provide product insights gleaned from monitoring activities. Roles and Responsibilities: Work closely with social media team to ensure coordinated messaging/ voice. Optimize Consumer Electronics Company s monitoring tools to streamline them into efficient data mining sources. Support product launches via social media. Pass on issues (support, etc.) for handling where appropriate. Contribute to content generation for use in Consumer Electronics Company social media channels blog posts, tweets, Facebook updates, video interviews. Required Qualifications: Broad (company) and deep (Social Media) knowledge (i.e., T shaped persona) Extensive knowledge of new media and web/digital-based technologies Established presence on Facebook, blogs, Twitter, and LinkedIn Proven ability to use media to improve external and internal communications Experience working on and managing complex projects Strong external focus Experience working with large and small interactive and digital agencies Creative thinker with the ability to translate ideas into executable plans Highly skilled written and editorial communications Willing to experiment and work with uncertainty; doggedness, determination, sense of humor, persuasiveness, strong listener Demonstrated ability to coordinate numerous projects simultaneously High level of interpersonal/teamwork skills Proven ability to work independently (with little supervision) with all levels of the organization Proven ability to meet deadlines Analytical ability Cultural sensitivity Applications experience: -- Radian6 preferred, not required -- Facebook, Twitter, YouTube -- Microsoft Office Linkages Social media team including SM Manager, Conversation Specialists, and SM Analytics. Interactive Marketing Managers, Store, and Customer Support
12 Supporting Tools & Resources Senior Social Media Manager Role Description 12 Senior Social Media Manager Summary: Strategy and execution for creation and syndication of content across blogs, Twitter, Facebook, YouTube, etc. and emerging sites. Support news engine. Develop and execute viral programs and peer-to-peer marketing strategies. Position Description: Engage marketing managers to generate revenue and value through corporate blogs and social media sites. Oversee communications for the brand across all forms of social media. Drive the development of compelling and innovative online marketing programs that represent the brand. Work with partners and cross-functional teams to drive effective use of social media channels and external blogs. Key Responsibilities: Online/New Media Manage the presence of Consumer Electronics Company on blogs (corporate and external) and social media sites including blogs, Facebook, Twitter, Flickr, YouTube, and Delicious. Manage the schedule for content and contributors for all social media channels. Represent Consumer Electronics Company as Chief Blogger. Monitor conversations regarding the company and represent the brand when interacting with customers. Create compelling, targeted online tactics that drive awareness, purchase decisions, and revenue. Represent Consumer Electronics Company at conferences and tradeshows relative to social media and brand communications. Growth Engage consumers on social media sites and external blogs to drive brand and product awareness and customer satisfaction. Drive the execution of big ideas to engage customers. Required Qualifications: Understanding of customer and visitor interactions in social media circles Ability to anticipate emerging online trends and lead brand engagement where appropriate Cultural sensitivity Ability to champion use of social media within the company Writing, editorial, and photography skills Ability to think creatively Experience representing the company at events such as trade shows, conferences, and seminars Linkages SPGs, Corporate Communications & Public Affairs, B2B/B2C Sector PR, and Marketing Communications
Activating a Social Media Strategy within an Organization
A three-page excerpt from our 12-page Best Practice Guidebook: Activating a Social Media Strategy within an Organization * This is a pseudonym for the profiled company. 1 Best Practice Guidebook Activating
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