Social Biz 101
•
2 likes•572 views
How to build a strong foundation of policies, procedures and plans to help ensure effective Social Media practice on behalf of your brand/organization.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Social Biz 101
Similar to Social Biz 101 (20)
Recently uploaded
Recently uploaded (20)
Social Biz 101
- 2. Love it Or Hate it, Social is Here to Stay.
- 3. Just the Facts… 8 out of 10 of online Americans between the ages of 18 and 35 now use social networks. 52% of Americans have a profile on Facebook, Linkedin, MySpace or elsewhere. 48 percent U.S. consumers over the age of 35 are now on social media. The average Twitter user is 30, the average Facebook user is 38 and the average LinkedIn user is 40, though each channel shows usage across ages. 78% of customers trust peer recommendations on sites. 47% of Social Media users join brand communities. Nearly 20% of marketing dollars will go to Social marketing in 5 Years. *The CMO Survey”, from Duke University’s Fuqua School of Business and the American Marketing Association., Pew Research
- 4. Brand Usage 79% of Fortune 100 companies use Twitter, Facebook, YouTube or blogs to communicate with customers, with Twitter being the platform of choice. 90% of Inc 500 companies report using at least one social media channel.
- 5. Global Fortune 100’s Infographic courtesy of: Flowtown / Data: Burson-Marsteller
- 6. Yet despite all that usage… *66% of companies admit to not having a Social Media strategy. **69% of companies worldwide don’t have a formal Social Media Policy regarding employee use. ***84% of companies worldwide don’t have a Crisis Response plan. *75% of companies said that they don't know where their customers are talking about them. *Harvard Business Review,**Manpower, ***Gartner Communications
- 7. The Public Side of Social Media #Failures
- 8. The Private Side… THIS is where the REAL Social Media disasters are happening as most organizations continue to dive in nose first without plans, procedures or policies in place.
- 9. Social Isn’t For Everybody (At least not yet).
- 10. So please, before you jump in… Make sure you can answer YES to the following: #Can you clearly identify goals and expectations? #Do your goals/expectations align with your budget/bandwidth? #Who will have ownership of your channels/campaigns? #Have you invested in education for yourself & your team? #Are you prepared to be transparent and give up some “control”? And last but not least…… Are key decision makers/senior management on board & ready to embrace a Social business?
- 11. The Starter Kit What every organization should have before getting Social: Metrics Dashboard Playbook Policy Strategy Crisis Response
- 12. The Starter Kit Policy: Guiding principles for Social Media communication on personal and external platforms. Key Components: ‐Social ‘Rules of Engagement’ for Employees ‐Disclosure Policy ‐FTC Guidelines ‐Official Spokespersons ‐Blog CommenFng Policy ‐Ownership of “policing” efforts Cartoon by: www.tomfishburne.com
- 13. The Starter Kit Crisis Response: An organization’s plan for handling crisis in the context of Social Media. Key Components ‐Crisis IdenFficaFon/ClassificaFon ‐Key stakeholders/required sign‐off’s ‐Response protocols ‐Messaging strategy ‐Timeline
- 14. The Starter Kit The Playbook: A framework for how Social Media will be managed, planned and implemented within and on behalf of an organization. Key Components: ‐IdenFficaFon of stakeholders ‐Roles/ResponsibiliFes ‐EducaFon/Training ‐IntegraFon with other departments
- 15. The Starter Kit The Strategy: The why, when & where of implementing a Social Media plan on behalf of your organization. Key Components: ‐Goals/ObjecFves ‐Target Audience ‐Timeline ‐Budget ‐Success Metrics Cartoon by: www.tomfishburne.com
- 16. The Starter Kit Metrics Dashboard: A customized suite of tools for listening, engaging and analyzing the Social Media based conversations about your brand. Key Components: Analyze Listen: ConversaFon ShiSs, ReputaFon Management, Feedback. Engage: Campaign Management, Engage Response RaFos, Influence, Content InteracFons. Listen Analyze: PlaXorm, Brand, Campaign and CompeFtor Analysis.
- 17. There’s no such thing as foolproof… As long as humans power Social Media, there’s no way to positively ensure that mistakes won’t be made. That said, having plans, policies and procedures in place can significantly mitigate a brand’s risk level. And when mistakes do happen, organizations are So ask yourself, can your brand prepared to respond afford to take the risk? thoughtfully and strategically.
- 18. Resources Database of Governance Policies FTC Guidelines http://socialmediagovernance.com/ h[p://www.Sc.gov/opa/2009/10 policies.php endortest.shtm Social Readiness Checklist Blogs http://www.charleneli.com/resources/ checklist-for-social-readiness/ h[p://socialmediagovernance.com/blog/ http://www.slideshare.net/ h[p://www.britopian.com/ jeremiah_owyang/social-strategy- gettingcompanyreadyapr14final Books Open Leadership, Charlene Li Metrics/Analysis http://www.socialbusinesstoday.net/ The NOW Revolu/on, Amber Naslund 2011/05/top-20-social-media- Socialnomics, Erik Qualman monitoring-vendors.html Smart Business, Social Business, Michael Brito http://www.socialmediaexaminer.com/how- to-build-a-free-social-media- monitoring-dashboard/