Enterprise Social Media - by KME Internet Marketing of DC

Social Media – the Enterprise Context

Social Media
The Enterprise Context

Everything to Consider in Approaching
Social Media for Your Business Enterprise

KME Internet Marketing is a full-service
Digital Interactive Marketing and IT Firm
Located in the Washington DC Metro Region

Contact us at kmeinternetmarketing.com, or 800-483-1262

Social Media – I don’t get it…

This Presentation Has No Answers
That’s right, we put this presentation together to help focus
your questions, create targeted discussions and ultimately help
you formulate a strategy for approaching, addressing and
planning use of Social Media for your enterprise. It’s a big, ‘ole
outline.

This Presentation may in fact have some high-level answers –
but it’s really just a conversation starter – so start the
conversation, among yourselves, with others and with us –
here at KME Internet Marketing.


Social Media Can Mean Different
Things, to Different People
• Social media is people coming together online posting stuff for feedback, or
posting feedback for stuff - talking, sharing, commenting. It’s generally
understood as Facebook, Twitter, LinkedIn, YouTube and everyone else.

• It’s all about customer or user-driven online activity, that publishers need to
monitor and engage – wherever and whenever it’s happening.

• Social Media includes basically any software and enabling service that allows free
sharing of Internet-accessible content and feedback via open standards, with the
intention of influencing an online dialogue between people.

• If you don’t do Social Media, it’s hard to understand Social Media – and you
don’t actually “do” Social, you “are” Social!


It’s Ubiquitous
• Everyone is using it, in pretty much every computer-accessible language

• The market growth of related tools and services is HUGE, especially for mobile –
beyond the big 4 (Facebook, Twitter, LinkedIn, Google+), no clear winners yet

• Feedback loops via social media channels are appearing on every media type,
with crossover and impact on the physical world (i.e. QRcodes, GPS, etc.)

• Most businesses started to answer the question LAST year – “should I care about
social media?”


You’re Probably Already Using It
• Your website probably already enables social media interaction (for example,
does it automatically generate an RSS feed?)

• Your employees and their kids are using it, at home, work, school and the mall

• Your customers are using and talking about it, if even behind your back

• Related policies and services are already enabled and ready to use for you – did
you know that? (Hint – don’t check with the IT department, check with the PR
and Security folks.)


Pay Attention – But Prioritize
• Ask around; ask your customers, your employees, your partners – are they using
social media? Do they want to now, or soon?

• Search for dialogue about your company, among its stakeholders – and not just
on Google (YouTube is the 2nd largest search engine – try Bing, Blekko, Twitter)

• Check the competition’s activity, profiles and reputation; they can’t hide from
Spyfu, or Google Alerts

• Stop reacting; decide to plan and prioritize your proactivity towards engaging
customers and partners in public

• Consider the laws that may matter to you (i.e. ADA, COPPA, FISMA, Creative
Commons, etc.)


What Will It Get You?

Social Media Benefits

Presence
• If you have a great website on the Internet, but nobody sees it (or it’s on the 3rd
page of Google search results), is it really there?

• Decision-making, conversations and choices are being made and influenced right
now within and between social media channels, about your company – have you
seen these?

• Social Media is searchable, from Search Engines or the channels and
communities themselves – not only the content generated by users, but their
sentiments and reactions, “likes”, ratings and flames

• Your company and its employees become more approachable, more
personalized, more visible experts – easier to understand, access, repeat

• Beyond the Web – social media applications exist in their own containers, for
example, the most popular downloadable mobile apps are social


Brand Interaction
• Your brand isn’t just a logo – it’s every kind of impression you or someone else
creates about your company, in any media

• Your brand is constantly parsed, mashed, rendered, humanized out “in the wild”
– can it survive this? Will it stand up to the digital media grinders?

• Branding can be very targeted in social media, to the person, to the conversation,
to the mood of the dialogue

• You may actually need separate brands for separate social circles – demographics
find you appealing for different reasons, in different social media settings


Communications & Public Relations (PR)
• Social media is unscripted, unencumbered, bi-directional communication with
the public – it’s PR without a leash, without constraint, completely transparent

• What do the PR people do, then? (Hint: they’re shifting from engaging audiences,
to engaging communities and individuals)

• Are other communication forms still relevant, or can they be social? (i.e. email,
fax, SMS, IM, etc.) Answer: Yes, but maybe not as fun or visually appealing

• Access the Social Networks, and access the customer – most users of social
media are first interested in their network’s opinion (what do my friends think?),
and then in more general or broadcast communications

• Your Communication & PR Team need to be “Real-Time” now, and fluent in the
language and expressions of your customers.


Marketing & Advertising
Direct
• Social Media Marketing and Advertising can be purchased, and directed at
specific audiences.

• It’s extremely cheap and easy, if the risks are managed

• The ROI is better than banner ads, but not dramatically (yet)

Earned
• The very best marketing is generated by fans, supporters, employees,
stakeholders – on their own time and volition, with their own words…

• …so is the very worst

• Therefore, extra effort and attention must be made to drive earned advertising,
yet monitor and respond throughout the whole lifecycle.


The Cool Stuff
• Information, news, great comments, pictures can all be curated, tagged and
visualized for use on your own website, in your own communities

• Answers and feedback can be “crowdsourced” for research purposes, in real time

• Cool tools let users visualize, manipulate, and mess with your content – it’s fun,
and they like it, and “mashing” just sounds good (especially for your future
customers)

• Great content, insightful opinion and useful information is easily, quickly and
inexpensively shared, in both directions, when and where it helps the most

• Social Media is the muscle of change – develop, strengthen, use it!


Social Media is a Tool(s)

Social Media – It’s Just a Tool

Everything’s a Hammer
• It’s challenging out there for web content and content owners – so many choices
and options exist to manipulate and share content…but these choices are just
tools to select, to use appropriately, and to derive value from; they’re not the
end game - unless you’re the tool-maker, of course :)


The Tools Can be Islands
• You might have a blog, a few twitter accounts, a YouTube or Myspace account –
maintained by various people, on the web, or on their PCs and phones.

• Islands of social media profiles, activity, attention will only create overwork and
redundancy, and possibly conflicting or overlooked messages.


…Or, the Tools Can be Integrated
• You’ve got a core website or blog that pulls in curated RSS feeds, automatically
publishes via ping.fm and provide instant DMs to twitter signups, viewable
through the embedded widget that’s also downloadable as an app…huh?

• Plan for integrated content syndication, use tools like Twitterfeed, Yahoo Pipes,
Autoposts, etc. to leverage and automate some elements of communicating
through social networks…but automate judiciously, be human.


Social Media Tools are Part of an Integrated
Web Content Management System
• Regardless of the number, distribution and types of social media used, ultimately,
much better economies of scale and success will likely be achieved through
integration of these tools for combined benefit – in terms of smooth handoffs
between publishing process, governance, content reuse, account management
and data sharing.


The “Social” Piece

Social Media – the Pieces and Parts

Social Media Isn’t Just a Word
• It’s a phrase indicating a type, purpose and mechanism for sharing web content
and dialogue – that’s “personal”

• “Social” isn’t about broadcast or one-way messaging, alerts, notifications, press
releases…it’s about engaging the community, whether the community is
understood, known or not

• “Social Listening” is the very most important element – listen first, then act or
engage

• Monitoring, measuring and managing comes AFTER listening – BE social, then DO
social


Social Media Governance
• Communities and social interaction on the web require some level of
governance, for success and value – if that’s the goal (if there is a goal to be
measured; sometimes there isn’t)

• Governance starts with policies, guidance, business rules or procedures – for the
community, its interactions, and the governance mechanism itself

• This can be as simple as moderation rules, or as complex as a multi-level
workflow for approving subject matter experts to participate in certain
discussions

• Governance of social media is an extension of overall content and
communications governance


Communities
• Communities of Interest, Practice, Purpose – and Communities just for the heck
of it…be sure the segment the communities you address at the appropriate level
of topical dialogue

• There are many types of durable groups or flash mobs, planned or not – most
communities have some roles to help govern process and outcome, but many
rely on the will of the crowd – the point is, “social” = “communities”, not just
another person or system.

• Take care to be certain of the “private” or “sensitive” nature of the community –
some need to be private, others not so much.


Community Roles
• Social Networks enable multiple, diverse and personalized roles defined and
tailored by the users – roles are driven from top-down, sideways, and bottom-up
interests, all at the same time. Roles also tend to identify individuals.

Consumer
SME/
Expert
Lurker

Moderator

Editor
Marketer/
PR
Reviewer


Audiences
• Audiences are a little different than communities; tend to be more defined on
the one hand, but with fewer discernable roles or contributing responders on the
other. Use of social media needs to take into account the different types of
audiences and communities.

• Audiences also typcially include non-identifiable persons – i.e., who’s exactly
watching this TV show? Who searched for my product online yesterday in
Google?


The Social Currency Equation
• Does the equation (((“like” + “follow”) – “ignore friend request”) + “purchase”) =
(loyal customer)*(all their friends)? Or just a disengaged admirer? Evaluating and
promoting the use of particular social currency and language is key to creating
and benefiting from your communities – and proving so, via analytics.

• Trust is the most difficult currency to earn, measure and retain as a specific ROI
from leveraging social media – and it’s very often unspoken, visible only in the
users behavior, actions or inaction. Social Networks act as a “trust filter”, capable
of instantly leveraging worldwide expertise and experience.

• You should seek to “give”, to “get” – in balance…i.e. give some information, to get
some information. Give more to get more, and it doesn’t necessary have to be
the exact same currency.


The “Media” Parts


Content and Message Types
• So little time, so many ways to describe the ‘Nats (Washington Nationals)…in
pictures, cellphone video, tweets, podcasts, data mashups, stats XML or JSON
files, inning-by-inning RSS, etc. Which kind of content or message types should
be used first in the Social Media world? Consider your own IT expertise.

• If it leaves or comes into your system, via your social media channels, you’ll have
to tag and store it, maybe back it up, maybe add metadata, maybe compress,
translate or redact it…a good content inventory and data management system
can help with this – as can an experienced Information & Data Architect (from
KME).

• Yes, social media is easy to use – but under the covers, there’s some significant
Information Technology and Data Management to be addressed, especially when
harnessing or integrating Internal social content with External social platforms.


Governance
• The content and media channels are used under various policies, standards,
rules, compliance procedures – and are subject to monitoring, audits,
reporting….all to mitigate risk, control costs, deliver quality. Content Managers,
authors, publishers should all have access to guidelines, FAQs, training – and
escalation processes – to help them treat content nicely and properly.

• Use of social media requires web content, data, process and IT governance –
though it doesn’t need to be difficult and complex, just properly considered and
addressed!

• Guess what – you’ve got other media activities in play, via email, press releases,
broadcast advertising, magazines etc….be sure to consider integration of the
Social Media with these other media, from a governance perspective.


Govern Your Site
• It’s much easier to govern content that’s posted or ingested into your own site,
since you control the employee content use, systems and governance
mechanism.

• It’s also easier to govern access to and use of social media tools on your own site
– but carefully consider the use of social media on your site against the various
interests of your organization. Also, think first about “joining” a social network
that already exists, than “building” a new internal one – chances are many of
your employees are already in that social network (like a LinkedIn group).


…and Govern Your Content on
Someone Else’s Site (As Possible)
Some third-party sites like Flickr control themselves, their users and content usage
according to reasonable terms of service, copyright laws and other “rules of
behavior” – therefore governing the use of your data on their site…but many don’t,
so you need to check.


Your Content – In the Wild
Publishing an RSS feed or Tweet is basically giving license to the world to utterly
mangle and misuse it, to nobody’s benefit and your ultimate detriment – or perhaps
not. Governance applies to digital assets let loose for indeterminate usage,
regardless of restrictions or terms-of-use you may have published – learn to protect
yourself and your web content with limited disclosure, usage monitoring,
watermarks, embedded attribution, timestamps, etc.

Govern your digital content in your enterprise, as it’s headed out the door, on
other sites, and as it’s used or shared.


3rd Party Tools, Services,
Channels

Social Media – 3rd Party Tools

It’s a Big, Social Universe
There’s an unlimited supply of time and energy out there to create ways to manipulate information on the
web, tell everyone about it, and maybe make a few bucks. Thousands of tools are bogus or spam-inducing,
thousands are pretty useful, thousands exist you’ll never know about, and a few are actually changing the
world. Here are some examples.

• RSS – is the key to open standards-based exchange of data with descriptive information, many variations
exist for different content types, for different messaging applications.

• Facebook & Twitter - will rule the world, unless you don’t “like” or “follow” them. Or “G+” them, in
which case Google will rule the world, outside of the LinkedIn communities.

• API’s – open standards-based, inexpensive access to leverage social media as components or services of
your own website are available for most useful tools – learn to use these for features, portable profiles,
single sign-on, etc.

• LinkedIn and GovLoop – are very useful and highly engaged communities and social networks, where
“return on relationship” can actually be measured in business or mission benefit

• Sharing & Bookmarking - many ways to “curate” a collection of things you like, and want to share with
others through lists, groups, collections. Don’t forget the URL shorteners.

Social Media – 3rd Party Tools

The Social Universe - Continued
• Commenting & Feedback – if you put it out there, inviting comment can be very useful and
valuable to the community…but all good debate needs some moderation. Feedback can be
detailed (like on Blogs and product review sites), or in signals (“click if helpful”) or social
currency (“like”).

• Monitoring and Analyzing – Lots of free tools to immediately take advantage of, from
Google Alerts and Analytics, to SocialMention, Hootsuite and Bit.ly.

• Vertical, Niche, Special Interest Social Networks – are all over, in many forms and formats;
match your corporate taxonomies to the subject matter of these (this is where your
organization can really use the services of an Information Architect (from KME)

• Help for You – there’s lots of help out there, even from the Feds - the US Federal
Government is already helping many public agencies and constituents navigate and use 3rd-
pary “Web 2.0” and Social Media tools – from cloud-based hosted email and portal
services, to use of Facebook under Government-specific Terms of Service. Check the GSA’s
Social Media Directory, at http://www.gsa.gov/portal/category/100139 or
http://www.howto.gov/social-media .


IT Impacts to You,
and to Your Enterprise

Social Media – Enterprise IT Impacts

Enterprise Architecture
• How does this new channel and its tools and processes fit into the broader
Enterprise Architecture, in terms of standards, integration with other systems,
alignment with business processes and IT investments?

• Are the tools, licenses or “Terms of Service” considered already under your
Enterprise Architecture standards?

• Will something you’ve already got fit the bill, albeit with some “tweaking”?

• Perhaps it’s time to “Sunset” the internal blog posting system, and outsource the
platform to a 3rd-party provider, “in the cloud”?

• Are there internal business processes that could really be streamlined, enhanced
or otherwide become much more productive – with insertion of a Social Media
tool or process? Talk to an Enterprise Architect (from KME)!


Website and Application Design
• The “social” component needs to be considered for every web design activity,
internal or external – this includes not only the website itself, and the content or
profiles that live elsewhere, but the activities and “buzz” generation that goes
into new deployments, updates, features. This includes accessibility and usability
best practices (or laws, like Section 508), applied to these components as well.

• Be very aware that any new public application or website will HAVE to consider
engaging individual users, communities – it will NEED to be social, but there are
ways to accomplish this without new social media tools, it’s all in the information
flow and interaction design (again, talk to an Information Architect from KME!).

• Free and proprietary tools exist that enable your staff, or users of your website,
to combine and visualize open standards-based datasets in many new and useful
ways, in real time or not…are you prepare to enable this, manage this, leverage
this? Can your application be created with someone else’s Mashup Tools?


Security & Privacy
• New content processes and media types for inbound or outbound data deserve
new scrutiny from all security and privacy perspectives; control of PII, control of
SPAM, monitoring and response to viruses, protection of intellectual property
and copyright, etc…

Content Management
• Enterprise or Web Content Management Systems, along with embedded or
integrated “Social Business Software” (SBS), Portals, and other community
management tools, should be carefully evaluated, configured and operated as
part of the holistic Enterprise approach to managing information – this includes
Intranets, Extranets, Microsites, Content Networks, Groupware, etc.

• Social media, at the end of the day, relies on structured data.


Is it Working?

Social Media – Is it Working?

Monitor & Analyze
Monitor
• It’s essential to monitor the online, public dialogue, engagement and
amplification or sharing activity for mentions about your brand, your products,
services or people – many free tools and best practices exist for this, as well as
very sophisticated proprietary tools, from Google Alerts to Radian6.

Analyze
• Is the dialogue or feedback helpful, useless, risky or buzz-worthy? What are the
KPIs, performance measures, metrics to track? Things like resonance,
amplification, sentiment, reach, etc…many KPIs exist for evaluating the success
vectors of social media – and should be aligned, balanced against the more
traditional website traffic analysis.

• The ROI of Social Media is a well-discussed topic all over the Internet – but it’s
very difficult to actually define for your own Enterprise…an experienced, Social
Media-aware IT Investment Analyst (from KME!) would be helpful here.

Social Media – Is it Working?

Respond & Report
Respond
• If you need to respond, you need to respond right away – to good things, bad
things, seemingly unrelated things; but response needs to be carefully balanced
for the motivation, context, visibility, etc…it’s the newest PR and Public
Diplomacy nightmare (but biggest opportunity), with oodles of new audience
types and cultures to engage.

Report
• People need to know, and fast – reporting social media trends, activities and
critical threshold alerts itself can leverage social media; you don’t need to wait
for the daily summary, but more people need to know about the event than
you’d think, to assess impact and contribute to response.

• Don’t forget to regularly report on the Social Media ROI, to those who care!


What if it’s Not (Working)?

Social Media – It’s Not Working

Protect Yourself, Your Brand
Damage Control & Recovery
• People say stupid things – so do companies and partners…timely, balanced, fair
and targeted response is extremely important, as well as continued follow-up
through resolution . Social media is a huge cause and contributor, but also is a
really good way to target the communities, audience or person who’s been
impacted.

Reputation Management
• Over time, your online reputation may be suffering, in ways and regarding topics
you might now be aware of…countering this, especially with respect to durable
Internet content and search engine results, may take a long time and many
resources – have a plan. Ask an experienced Internet Marketer. From KME.

Social Media – It’s Not Working

Change Things, Now
Change Authors!!
• Some people just can’t write, or, their social awkwardness or less-than-optimal
Sheen-ified personal image conveys sheer ignorance to the virtual world…a small
group of “social media enthusiasts/champions/power users” with demonstrated
success can help identify and suggest changes in the authoring process, from
people and their online behavior, to language, to marketing balance, to tools-of-
choice. Let the engineers discuss engineering topics, and the young (at heart?)
hipsters connect with the young hipsters. Get a new Copywriter, from KME!

Change Content & Delivery Channels
• Maybe those marketing and recruitment messages are falling on deaf earbuds
through the Facebook page – are they better targeted for focused professional
forums, LinkedIn, or specifically-targeted paid advertisements? Monitor, Analyze,
Adjust.


Next Steps

Social Media – What to do Next

7-Step Plan – A Way Ahead
1. Talk through items 1-7 here – with as many as possible, plus a few “evangelists” and social media
“experts”…People will be the essential link in the strategy. Talk with us, here at KME.
2. Align the business need, across the organization – Marketing, HR & Recruiting may want it, but IT wants
it to go away, the Product folks think it’s just more advertising and the Lawyers are clamping
down…executive championing, cross-department communication and documented business objectives
and performance measures are a must. Who’s accountable?
3. Create a Plan – Create a plan with milestones, things that can be monitored and showcased, aligned
with the resources and skills available. Include risk mitigation.
4. Balance the IT investment – You may need to rob Peter, to pay Paul – but perhaps posting the corporate
videos to YouTube and Vimeo via TubeMogul is cheaper and more useful than hosting your own
streaming video server and SAN. How is the budget for Enterprise Content Management shared across
the organization? Also, not all Social Media is free, and the better tools and services for commercial
purposes should be purchased – lots of reasonable options.
5. Agree that all Web Design is Interactive, Portable Design – creative, audio/visual projects should always
consider portability across multiple devices and media (including print), reuse in part or under sub-
optimal rendering circumstances, and syndication to sites that don’t match the design.
6. Check the Governance – policies are likely necessary, or may require plenty of updates – though
balanced, and well distributed (through HR manuals, FAQs, training, community coaching, directives,
standard operation procedures, etc.)
7. Harness the People - campaigning will be required for awareness, outreach, feedback, buy-in, training,
roles & responsibilities adjustment, incentives, career impact, etc. New or old people will be doing new
things with new or old stuff. Understand that social media is 24x7. Identify the Social Media people!


Social Media – at KME

Social Media at KME Internet Marketing

What We Offer –
In Support of Social Media
• Industry Monitoring, Research & Analysis – What’s going on out there, do I
care?

• Product or Service Evaluation, Comparison, Prototyping – what’s the best CMS?
Should we use the Google or Bit.ly URL shortener? Tweetdeck or Hootsuite for
managing social media interactions over Twitter?

• Business & Marketing Strategy – Let’s modify the budget, accomplish some
goals, save some money, do some good – what’s the balance between corporate
communications, PR, marketing and community management?

• Digital Content & Engagement Strategy – Where should our content live, travel
and how do we talk about it? With others?


What We Offer –
• Interactive, Transmedia UX Design & Branding – your greatest and most fragile
asset is the way you (and your website, in whole or part) look and behave
towards others, in any social media channel, on any device

• IT Strategy & Implementation – using social media will require IT investment, or
attention

• IT Operations & Maintenance – someone’s got to keep the RSS feed monitor up
and running

• Information Management – underneath social media processes and content, are
metadata, taxonomies and data management, movement & storage
architectures. What about “knowledge” and “records” management”?


What We Offer –
• Organization & Change Management – who’s going to do all this, and who’s their
boss? (Hopefully not the lawyers, but they need a voice too).
Our Specialty!
• SEO, Search & Interactive Marketing – online marketing, for people and search
engines, is applied both to your digital assets and to your social media activities

• Business Intelligence & Analytics – track and understand the value of your social
media investment, from the perspective of the entire enterprise – get more
budget and hire more community engagement managers!

• Social Media Monitoring & Communications – what’s being said about you, does
it need to be addressed? Right now, or over time? Daily messaging & dialogue,
with some marketing/SEO plus a tracked URL shortener, makes the community
happy – but sometime more or less is needed, especially in reaction to external
events. Automate in balance.

Thank You!
• Contact us (we can deliver this presentation to a group):
• Kelly McLaughlan
• info@kmeinternetmarketing.com
• 800-483-1262

• Connect with us:
• Follow us on Twitter: @KMEIntMktg
• Like us on Facebook, Follow us on LinkedIn or Google+
• Check out our website:
http://www.kmeinternetmarketing.com

Enterprise Social Media - by KME Internet Marketing of DC

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