@TiffanyStJames

Embedding Social Business Practice

40 seconds of twitter mentions

Http://flickr.com/photos/hepwori/5981862741/

So, we’re all pretty aware of this, right?

@TiffanyStJames

@TiffanyStJames

Social vs traditional media

1) Power in lobbyists and consumer hands

@TiffanyStJames

…so have a social media crisis plan

2) The indelible record of messing up in public

…so have guidance, train staff and

plan for, and mitigate errors @TiffanyStJames

3) Twitter is the newswire

Jan 09: Hudson river landing:

first twitter-broken story

@TiffanyStJames

…so be plugged in to what people are

saying about your brand and your industry

…and you might not like what it says

http://thisisnotaninsight.tumblr.com/

…so add value @TiffanyStJames

4) Listen and optimise

Listen with intent and act swiftly @TiffanyStJames

5) Trust in individuals

Edelman Trust Barometer 2013 here @TiffanyStJames

@TiffanyStJames

6 uses of social media in business

1) HR

@TiffanyStJames

2) PR

@TiffanyStJames

3) Direct Sales

@TiffanyStJames

4) Customer service

@TiffanyStJames

5) Business Intelligence

@TiffanyStJames

Define the tools you use by

your objectives

6) Internal comms

@TiffanyStJames

@TiffanyStJames

Considerations on embedding

social business practice

Informing your social business strategy…

What social can deliver for the business

Current KPIs

Digital Strategy

Business Objectives

•Benchmark •Best Practice

•What works •Current social footprint

Your Business

Competition

Similar Industry

Other Industries

What social

CAN deliver

for the

business

What social IS

delivering for you,

for your competitors,

and industry

What people

and tech

capabilities

DO you have

@TiffanyStJames

Transtheoretical Model of Behaviour Change

Pre-contemplation

Contemplation

Preparation

Action Maintenance

Raise

awareness

Combat

disengagement

Increase

relevance

Provide

solutions

Facilitate

action

Reinforce

Maintain

Generate

advocacy

Peer feedback

@TiffanyStJames Prochaska and DiClimente

Decide the right structure

@TiffanyStJames

A word on governance…

Code of Conduct

• The behavioural wish list

Policy

• Purpose

• Principles

• Statement of ethics

• Context for organisation

• Professional and personal use

Guidance

• How we use platforms here

@TiffanyStJames

Rebuttal & Mitigation

• Ownership, with clear roles and

responsibilities still key

• Mainstream media has a vital role

• People want clear, straightforward

information

• Speed

• Social media is driven by trust in

people, rather than organisations

• The audience have the tools to

investigate, record, publish and

mobilise now

Same

Different

Source: The Social Simulator

Sometimes you’ll need to be two-faced

Be a pedant

for analytics Love your

customers

@TiffanyStJames

Surprise and delight your customers

@TiffanyStJames

People will forget what you said, people will forget what you did, but people will never forget how you made them feel. - Maya Angelou

Thank you!

Social Media Strategist

Tiffany St James

@TiffanyStJames

bit.ly/tiffanybio

slideshare.net/tiffanystjames

tiffany@stimulationltd.co.uk

@tiffanystjames

http://tiffanystjames.com

tiffanystjames

Embedding digital and social media capability in organisations