JEN MCCLURE, EXECUTIVE DIRECTOR Best Practices for Developing a Corporate Social Media Strategy.
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Transcript of JEN MCCLURE, EXECUTIVE DIRECTOR Best Practices for Developing a Corporate Social Media Strategy.
JEN MCCLURE, EXECUTIVE DIRECTOR
Best Practices for Developing a Corporate Social Media
Strategy
Understanding Social Media & PR
Social media are based on Web 2.0 technologies & practices that enable people use to interact with traditional media and to create and share content, opinions, insights, experiences and perspectives
Social media can take many different forms, including text, images, audio and video
Tools of Social Media Include: Blogs Wikis & Collaborative Tools Podcasts Online Video Social Networking: MySpace, Facebook, LinkedIn Virtual Worlds: Second Life News aggregation Digg, Reddit and Stumbleupon Photo sharing: Flickr and Zooomr Social bookmarking: del.icio.us
Understanding the Changing Communications Landscape
UGC or CGM results in... A free exchange of opinion and communication A flattening of the organization Conversation trumps digital – requires new skills and allocation of
resources Old role of corporate gatekeeper of “the message” is crumbling New ability to communicate and collaborate – to reach across
traditional boundaries of geography, function and hierarchy Many more potential external spokespeople Affects corporate culture Affects entire organization Affects brand reputation
The Benefits of Social Media for PR
Idea-sharingRelationship-buildingComplement to traditional communications functions &
initiativesMore open dialogue with key audiencesReputation-building
New Skills / New Roles
No static messages Listening – Become the ears of your
organization, not the mouthpiece Conversation-based Relationship-building-based Enabler of new collaborations,
communications and partnerships
Big Changes Ahead:New SNCR Research Indicates…
Conversational marketing will outpace traditional approaches in next 5 years (SNCR)
Source:
Society for New Communications Research, TWI Surveys, in conjunction with Joseph Jaffe: http://www.newcommreview.com/?p=845
Big Changes Ahead…
70% currently spending -2.5% of their communications budgets on conversational marketing
66% plan to increase investment in conversation within the next 12 months
57% project that in 5 years they will be spending more on conversational marketing than traditional marketing
23.8% believe that spending on conversational marketing will be the same as traditional marketing in five years
81% of all respondents project that by 2012 they will spend at least as much on conversational marketing as traditional marketing
Source:
Society for New Communications Research, TWI Surveys, in conjunction with Joseph Jaffe: http://www.newcommreview.com/?p=845
Will You Be Prepared?
Biggest Challenges Manpower restraints - 51.1% Fear of loss of control - 46.9% Inadequate metrics - 45.4% Culture of their organizations - 43.5% Difficulty with internal sell-through - 35.8%
10 Key Steps to Getting Started
1. Assess your organizational culture and readiness2. Ask the experts – who in your organization is
already engaging in social media3. Break down organizational silos4. Develop a social media policy5. Listen - monitor social media6. Identify your goals and the right tools & channels 7. Implement social media internally as a first step8. Use key learnings to expand initiatives9. Understand that patterns of influence are changing
– new communications channels call for new approaches
10. Monitor and measureSociety for New Communications Research
Best Practices for Social Media Policy Development
Six Key Factors: Culture Trust Training Transparency Accuracy Comments
Source: Journal of New Communications Research V. II / Issue 1
Best Practices for Social Media Policy Development
Use the existing employee communications guidelines as a foundation
Collaborate to develop and widely distribute new guidelines Include company bloggers in the process Consult with the legal, HR and employee communications
departments Get buy-in from executive management
Conduct a tool assessment – choose a platform or allow employees to choose their own
Develop a comments policy Respond to comments / Create a feedback loop
Source: Journal of New Communications Research V. II / Issue 1
Best Practices for Social Media Policy Development
Be prepared for and allow constructive criticism Openly acknowledge mistakesRespect your audience Respect competitors Remember that communications affect revenue
recognition Don’t blog anonymously - Identify yourself Include citations and sourcesDon’t break confidentialityManage the pace of adoption
Our new role must involve:
Conversation replaces stringent messaging Learning to use new communications tools effectively to
listen and participate in conversations Expanding the number of communicators in our
organizations Empowering colleagues across all disciplines to have a voice Allowing for relationships to develop organically across all
levels of the organization Relationship-building Blog, Podcast, Produce Video, Create an Online Community
Redefining the Role of PR
Resources
Education Society for New Communications Research
Journal of New Communication Research (http://www.sncr.org/journal) The New PR Wiki (www.thenewpr.com) Join the Conversation, Joseph Jaffe The Cluetrain Manifesto, Christopher Locke, Rick Levine, Doc
Searls, and David Weinberger Naked Conversations, Shel Israel & Robert Scoble The New Influencers, Paul Gillin The Corporate Blogging Book, Debbie Weil Strategies & Tools for Corporate Blogging, John Cass Corporate Conversations, Shel Holtz How to Do Everything With Podcasting, Shel Holtz & Neville
Hobson Now Is Gone: A Primer on New Media for Executives and
Entrepreneurs, Brian Solis & Geoff Livingston
For more in-depth education
The Society for New Communications Research is a nonprofit global think tank dedicated to the advanced study of new media and communications and their
effect on traditional media, professional communications, business and society.
www.sncr.org(650) 331-0083 [email protected]
Visit our blog at:New Communications Review
www.newcommreview.com
Journal of New Communications Research:www.sncr.org/journal