![BEYOND THE CONVERSATION:
THE EVOLUTION OF CORPORATE SOCIAL MEDIA
CHRISTOPHER BARGER
THE PROJECT [R]EVOLTUION 31 AUGUST 2012](https://image.slidesharecdn.com/projectrevolution-barger-120903185829-phpapp02/85/CORPORATE-EVOLUTION-OF-DIGITAL-COMMUNICATION-1-320.jpg)
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CORPORATE EVOLUTION OF DIGITAL COMMUNICATION
- 1. BEYOND THE CONVERSATION: THE EVOLUTION OF CORPORATE SOCIAL MEDIA CHRISTOPHER BARGER THE PROJECT [R]EVOLTUION 31 AUGUST 2012
- 2. A LITTLE ABOUT ME WHO IS THIS GUY? WHY IS HE HERE? Most Importantly, I’m Her Daddy ❯ Built IBM’s initial social media program, 2005-2007 ❯ Built General Motors’ social media program from the ground up, 2007-2011 ❯ Author, The Social Media Strategist (McGraw-Hill, 2012) ❯ Senior Fellow, Society for New Communications Research ❯ As global digital SVP for Porter Novelli, have advised organizations around the world, including DisneyWorld, eBay, HP, the World Health Organization and many others 2
- 3. THE PROJECT: [R]EVOLUTION CORPORATE SOCIAL MEDIA We’ll focus on two aspects of the evolution of CORPORATE DIGITAL PRACTICES: 1EXTENAL EXPECTATIONS How AUDIENCE expectations are shifting how we communicate. 2 INTERNAL STRUCTURES are How ORGANIZATIONS changing to support the new environment. 3
- 4. THE PROJECT: [R]EVOLUTION 1 EXTERNAL EXPECTATIONS How AUDIENCES are behaving 4
- 5. SHIFT #1: AUDIENCE MINDSETS FROM ACCEPTING TO CYNICAL 5
- 6. SHIFT #2: AUDIENCE DEMANDS FROM INFORMED “MESSAGING” TO CREATIVELY ENTERTAINING 6
- 7. SHIFT #3: OUR MINDSET FROM SATURATION TO TARGETED CONVERSATIONS 7
- 8. SHIFT #4: OUR SKILLS FROM INFORMING TO STORYTELLING 8
- 9. THE PROJECT: [R]EVOLUTION 2 INTERNAL STRUCTURES How ORGANIZATIONS are building 9
- 10. INSIDE ORGANIZATIONS: A TRADITIONAL STRUCTURE Advertising Marketing PR Online 10
- 11. INSIDE ORGANIZATIONS: BREAKING DOWN THE WALLS Dialogue 11
- 12. ORGANIZATIONAL SHIFT #1: INTEGRATION Digital is not a standalone strategy or execution; smart social media execution should be part of your broader communications and marketing strategy, and woven seamlessly throughout. 12
- 13. INSIDE ORGANIZATIONS: THE SOCIAL MEDIA CAMPAIGN MENTALITY
- 14. INSIDE ORGANIZATIONS: MISSING THE OPPORTUNITY
- 15. ORGANIZATIONAL SHIFT #2: LONG-TERM MENTALITY Digital is not simply about executing short- term campaigns using social networks. The true power of these networks lies in the potential to cultivate long-term relationships – making ongoing engagement and listening as important as any campaign. 15
- 16. INSIDE ORGANIZATIONS: THE SOCIAL MEDIA EXPERIMENT 16
- 17. INSIDE ORGANIZATIONS: DROWNING IN JARGON Social Media Strategist Webinar – March 19, 2012 17
- 18. ORGANIZATIONAL SHIFT #3: SOCIAL BUSINESS PROFESSIONALS Digital is not to be handed over to the intern, the new hire, or the outside consultant who’s written three e-books and has a fancy blog but has never actually had to build a program. Digital programs are being run by professional communicators who understand your business. 18
- 19. INSIDE ORGANIZATIONS: A TOO-COMMON MISTAKE 19 ocial Media Strategist Webinar – March 19, 2012 S 19
- 20. INSIDE ORGANIZATIONS: SOCIAL FOR ITS OWN SAKE Alice came to a fork in the road. “Which road do I take?” she asked. “Where do you want to go?” responded the Cheshire cat. “I don’t know,” Alice answered. “Then,” said the cat, “it doesn’t matter.” 20
- 21. ORGANIZATIONAL SHIFT #4: STRATEGIC APPLICATION Digital is not the ongoing pursuit of the latest “hot” platform or winning the admiration of developers and social media wonks. When used by business, it is a strategic business platform that supplements or reinforces broader business strategy. 21
- 22. INSIDE ORGANIZATIONS: NO CLEAR STRUCTURE OR AUTHORITY 22
- 23. ORGANIZATIONAL SHIFT #5: 7 DEFINED INTERNAL ROLES AND NEEDS • An Executive Champion • Clear Lines of Authority • A Social Media Strategist • Sensible Metrics/Measurement • Partnership With Legal • A Solid Social Media Policy • Employee Education & Training 23
- 24. THE PROJECT: [R]EVOLUTION SUMMARY OF THE CORPORATE DIGITAL EVOLUTION ❯ Audiences expect more from us ❯ More than ever, our job is to tell stories ❯ But our job is also to build relationships, not reach eyeballs ❯ Social is becoming integrated with the rest of communications ❯ No more experiments! ❯ No more ninjas – this is serious business for serious professionals ❯ No more shiny objects ❯ Clarity and formalization of roles/responsibilities 24
Notes de l'éditeur
- We don’t believe in “social media strategy” per se. Social media/digital is not a standalone strategy or execution; smart social media execution should be part of your broader communications and marketing strategy, and woven seamlessly throughout. Social or digital efforts must be purpose-driven in order to be effective. Executing in social networks independent of or disconnected from broader business strategy achieves limited, if any, benefit for the organization conducting the program.
- We don’t believe in “social media strategy” per se. Social media/digital is not a standalone strategy or execution; smart social media execution should be part of your broader communications and marketing strategy, and woven seamlessly throughout. Social or digital efforts must be purpose-driven in order to be effective. Executing in social networks independent of or disconnected from broader business strategy achieves limited, if any, benefit for the organization conducting the program.
- No marketing or PR backgroundHasn’t done homeworkSocial media-speakCatch-phrasesUnrelated titles/professional immaturityHasn’t delivered business results
- We don’t believe in “social media strategy” per se. Social media/digital is not a standalone strategy or execution; smart social media execution should be part of your broader communications and marketing strategy, and woven seamlessly throughout. Social or digital efforts must be purpose-driven in order to be effective. Executing in social networks independent of or disconnected from broader business strategy achieves limited, if any, benefit for the organization conducting the program.
- We don’t believe in “social media strategy” per se. Social media/digital is not a standalone strategy or execution; smart social media execution should be part of your broader communications and marketing strategy, and woven seamlessly throughout. Social or digital efforts must be purpose-driven in order to be effective. Executing in social networks independent of or disconnected from broader business strategy achieves limited, if any, benefit for the organization conducting the program.
- Clear Lines of AuthorityA Social Media EvangelistSensible Metrics & MeasurementPartnership with LegalA Solid Social Media PolicyEmployee Education and Training