The social media strategist awareness 1-19-12 v4
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Transcript of The social media strategist awareness 1-19-12 v4
The Social Media StrategistBuilding A Successful Program From The Inside Out
Christopher Barger, SVP Global Social Media, Voce ConnectAwareness NetworksJanuary 19, 2011
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Death, Taxes, and…
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Social Media: The Reality
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Organizational Social Media: A Common Mistake
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Organizational Social Media: A Common Mistake
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Organizational Social Media: “Lucky Seven” Essential Elements
• An Executive Champion• Clear Lines of Authority• A Social Media Evangelist• Sensible Metrics & Measurement
• Partnership with Legal
• Employee Education and Training
• A Solid Social Media Policy
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The Executive Champion
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The Executive Champion
• Has credible authority• Can moderate disputes• Can sell to the C-suite• Can provide or raise budget• Liaison between social & greater
strategy• Strong relationship with social
media evangelist
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Establishing Consensus: Who “Owns” Social Media?
Source: Flickr, “BrandonB”
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Lack of Clarity: Risks
• Inconsistent online presence and brand personality– Audience confusion
• Internal turf wars drain energy, attention and resources
• Staff frustration and burnout
“Too Many Cooks In The Kitchen,” John Cherry
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Clear Lines of Authority: Claims to Ownership
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Clear Lines of Authority
• “Lead” does not mean “exclusive”• No other business strategy
executes independently; social shouldn’t either
• Regular contact and collaboration is necessary for success
• Guard actively against development of “box-checking” mentality
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The Evangelist
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The Social Media Evangelist:Internal Keys To The Role
• Not just a “social media rock star”
• More than just a community manager – Strategist with business focus– Consensus and bridge builder internally
• Equally focused on – and adept at – the internal aspect of the job– Can delegate as opportunity to do so arises
• Has some experience or seasoning
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The Social Media Evangelist:External Keys To The Role
• Actively involved in social networks
• Comfortable showing some personality
• Rents, doesn’t own
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Dealbreakers: For The Business
• Overemphasis on personal brand
• No marketing or PR background
• Social media-speak
• Hasn’t done homework
• Catch-phrases• Unrelated titles/professional immaturity
• Hasn’t delivered business results
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Dealbreakers: For The Candidate
• Lack of clarity in the organization over “who owns social”
• No clear champion for social – or for you
• Failure to understand, accept or commit to interaction
• Unclear or no commitment of resources
• Social media is pushed to the kids’ table
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ROI & Measurement• Define “success” and know what you
want to see before you start• Know your zero point
• Numbers don’t mean what you might think they mean– Up to 47% of Twitter accounts are abandoned– 57% of Facebook users hide brand content in their
news feeds
Source: eMarketer
• Grow your engagement as zealously (or more so) as your reach
• Select the measurement tools that fit your goals
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Working With Legal: Why?• Recognize that you have similar
goals: the company’s best interests
• Recognize that “the right thing” in social and the company’s best interests aren’t always directly parallel– Transparency is not a zero-sum game
• Opportunity to create your own legal social media ‘experts’
• There is no longer anything such as “ask forgiveness later”
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What Legal Brings To The Table• Understanding & informed
interpretation of FTC guidelines
• Knowledge & informed interpretation of emerging case law
• Rules and ToC for contests and promotions
• Experienced eye for policy development
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Building Social Media Policies• Why?
– Protects organization and employees
• Who?
– All functions that affect or are affected by
social
• How?
– Sync with established business guidelines
– Compromise will be necessary
– Policy and “usage guide” are not the same
thing
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Good Social Media Policies:Common Elements
• A statement that employees are expected to follow
organizational ethics guidelines in the social web
• Reminders of individual responsibility and liability
• Reminder of the need for disclaimers that employees do
not speak for the organization
• Disclosure of affiliation with the organization when posting
• Respect for copyright and fair use laws
• Honoring the confidentiality of proprietary or internal
information
• Prohibitions on hate speech, ethnic slurs, etc.
• Privacy and discretion reminders
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Education and Training• Tier 1: The Basics
– Review social media policy– Familiarization with tools and platforms,
uses– Etiquette guide– Resources for learning– Points of contact within the organization
• Tier 2: Advanced for Regular Use– Instruction on how to represent the brand– Case studies– Scenario planning and “war games”
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Education and Training• Tier 3: Everyday Reps
– Outside speakers– Conferences and influencer events– Direct experience
• Doing the training– Intranet modules– Classroom instruction – both lecture and lab– Ongoing education
• Lunch and learn/brown bag sessions• Newsletters and emails• Internal social communities (Yammer, SocialCast,
etc.)
• 15+ people did a stint on social media team
• Served approximately one year
• Moved on to other parts of the business
• Result: 20+ “experts,” dozens more at intermediate level
“Immerse and Disperse”
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Working Smartly With Online Influencers • Get over yourself
• Know & follow the FTC guidelines
• Do your homework• Don’t be a lounge lizard• Be involved offline• Be clear – about everything• Use the right people from your
brand• Monitor and follow up• Build your community of
advocates
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Get over yourself• Ditch the big brand hubris; they’ve
built their audience without you.• Relevance: make sure your pitch actually
fits the influencer’s personality, audience, usual subjects – not because you say so.
• It’s not all about you! Lead with their interests and topics.
• Your executive’s title doesn’t mean anything. In fact, no one knows who they are.
• Follow up. Every time.
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Social Media Crisis: (Stuff) Happens
• If you are active in social media, something will go wrong.
• The trick is not preventing crisis, it is in how you handle one when it happens.
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Six To Fix: The 6 Types of Social Media Crisis
• Individual generated• Customer service #fail• Campaign• Social media #fail• Organizational brain freeze
• Three Mile Island
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Crisis Response: Common Themes
• Apologies go a long way• Speed is critical• Don’t delete criticism• Your audience isn’t just the
critics• Use the right tools
• Keep engaging and follow up
• Keep your social team in the loop
• Get caught learning from it
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The Book
How to build an organizational social media practice
Available at stores, on Amazon.com, on Kindle, and barnesandnoble.com
Facebook.com/thesocialmediastrategist
THANK YOU
[email protected]: @cbarger