Planetary and Vedic Yagyas Bring Positive Impacts in Life
Barger radian6 webinar
1. The Social Media Strategist
Building A Successful Program From The Inside Out
Christopher Barger, SVP Global Social Media, Voce Connect
Radian6
February 9, 2011
6. Organizational Social Media:
“Lucky Seven” Essential Elements
• An Executive Champion
• Clear Lines of Authority
• A Social Media Evangelist
• Sensible Metrics & Measurement
• Partnership with Legal
• A Solid Social Media Policy
• Employee Education and
Training
6
8. 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
8
10. Lack of Clarity: Risks
“Too Many Cooks In The Kitchen,” John
• Inconsistent online Cherry
presence and brand
personality
– Audience confusion
• Internal turf wars drain
energy, attention and
resources
• Staff frustration and burnout
10
12. 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
12
14. 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
14
15. The Social Media Evangelist:
External Keys To The Role
• Actively involved in
social networks
• Comfortable showing some
personality
• Rents, doesn‟t own
15
16. Dealbreakers: For The Business
• Overemphasis on personal brand
• No marketing or PR background
• Hasn‟t done homework
• Social media-speak
• Catch-phrases
• Unrelated titles/professional immaturity
• Hasn‟t delivered business results
16
17. Dealbreakers: For The Candidate
• Lack of clarity in the organization
over “who owns social”
• No clear champion for social – or for
you
• Unclear or no commitment of
resources
• Failure to understand, accept or
commit to interaction
• Social media is pushed to the
kids‟ table
17
18. ROI & Measurement
• Define “success” and know what you want
to see before you start
• Know your zero point
• Select the measurement tools that fit your
goals
• 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
• Strong measurement against metrics can
be merchandised inside the organization Source: eMarketer
18
19. 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
• There is no longer anything such as “ask
forgiveness later”
• Opportunity to create your own legal
social media „experts‟
19
20. What Legal Brings To The Table
• Understanding & informed
interpretation of FTC guidelines
• Knowledge & informed interpretation
of emerging case law
• Experienced eye for policy
development
• Rules and ToC for contests and
promotions
20
21. 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
21
22. 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
22
23. 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”
23
24. 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.)
24
25. “Immerse and Disperse”
• 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
25
26. The Book
How to build an organizational social
media practice
Available at stores, on Amazon.com,
on Kindle, and barnesandnoble.com
Facebook.com/thesocialmediastrategis
t
26
