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Power to the people 2012
- 1. Power to the People Improving Social Media ROI Through Decentralization Alexandra d’Archangelo | Marketing Design Group | Dec. 12, 2012
- 2. What we’ll discuss • What decentralized social media is and why it’s becoming more important now • How various event departments can harness the power of social media • Implementing social media best practices to … • Mitigate risk • Maximize potential • Answers to your questions • Twitter: @adarchan #mdgLIVE
- 3. #mdgLIVE
- 4. There are two social media organizational models for trade shows and events
- 5. Centralized About Various show units feed information to the communications (marketing, PR, social media) department The marketing department manages strategy and execution with very little collaboration Advantages Consistency in messaging No real need for policy and guidelines Good for a consistent customer experience/ rapid response Disadvantages Can appear inauthentic Too focused on sales and marketing messages Fewer people are empowered and therefore opportunities are lost #mdgLIVE
- 6. Decentralized About The middle hub is still the communications department (marketing, PR, social media), but has a different role. The show units are given individual freedom to establish strategy and execution Advantages Allows social media to develop under umbrella of best practices Allows you to tap into your entire team Is authentic Disadvantages The brand message can be less consistent Requires policy or guidelines, social media training Managing coordination of story arc and response to metrics #mdgLIVE
- 7. “A manager is responsible for the application and performance of knowledge.” Peter Drucker
- 8. 3 critical tactics for engaging your team • A clear mission that links to the cause • Purposeful & sustained outreach program • Team must own the mission • @Jcopulsky #mdgLIVE
- 10. Executive/Manager facebook example: @davidaudrain
- 11. Sales @BioEricM
- 17. Education/Conference twitter example: < facebook example
- 20. Content Calendar #mdgLIVE
- 23. Is Your Organization Ready?
- 24. Sandbox Covenant Described in Open Leadership, by Charlene Li (@CharleneLi) Clearly defined boundaries and agreed upon rules make it a safe place to play Covenant vs. policy or contract #mdgLIVE
- 26. Hiring the Right People for the Job #mdgLIVE
- 27. What to remember if you forget everything else: The move to decentralized social media is inevitable. The key advantages of decentralization are: authenticity, a greater focus on listening and employees who are empowered, engaged and extend the reach of your brand. Social media is more than a marketing tool. Overarching guidelines, best practices and agreed upon objectives minimize risk and maximize potential. #mdgLIVE
- 29. Questions or comments? Please contact me… Alexandra d’Archangelo Alex@MarketingDesignGroup.com +1.619.298.1445 x114 @adarchan #mdgLIVE
- 30. Power to the People Improving Social Media ROI Through Decentralization Alexandra d’Archangelo | Marketing Design Group | Dec. 12, 2012
Notes de l'éditeur
- Stop at 3:13http://www.youtube.com/watch?v=Y4EwCG8Z498
- Jonathan Copulsky is the Global Chief Marketing Officer for Deloitte Consulting’s Strategy and Operations practice and the author of Brand Resilience, Managing Risk and Recovery in a High-Speed World.Military analogies are nothing new to the business world but Copulsky writes and speaks about brand management via counterinsurgency strategy.His three tactics for strategy of engaging your team and maintaining a unified front are:A clear mission that links to the cause. Share show wins & nfo with stakeholdersOutreach: internal & externalProvide tools for outreach, enable teams to own the mission and maintain more consistency in terms of your brand and image
- I have fleshed out the hub & spoke model here with various departments – each org is different. Also, you may or may not know that we are the marketing agency for Pivot, an innovative social media conference in NY. We want to stay focused on examples & best practices that can apply to a variety of shows.The decentralized social media model provides opportunity for all departments to be involved. If the idea of everyone being involved raises red flags for you, let me quell your fears by assuring you, they already are.With this in mind, let’s explore some opportunities for various departments and individuals to own the mission.
- @davidaudrainPlus Wolfgang Lucke example
- @BioEricM
- Most content rich people or depts. Not only participate in show groups but industry groups as well.Dedicated listening strategy, validate what you’ve been working on, speaker ideas*efficiency
- pre-, at-event and post-show. Much of this can be anticipated, such as increased registration inquiries just prior to the expiration of the early bird deadline.-some anticipated, what will be monitored, not-drive traffic onsite: NAMM re: crowd control
- Thx Charlene LiFlow of information-FAQs-Have the most relevant person get back to them
- Thanks @smyrnagirl & @carimcleanMeasure their ROI or ROO – increase traffic to websiteThat sustained outreach we talked about – Jen./healthcare blogger excited, buy inCustomer service/admin: no spoke - invaluable part of the follow up that keeps your community members and brand evangelists enchanted. Not in the that’s’ not my job business
- From flow of info;No SM policy phone book – not an excuse to avoid engaging.-use real name, listing show/association affiliations, view are your own, commitment to turning problems or easily fixable mistakes into opportunitiesWhen Microsoft first embraced blogging, for example, they decided to let any employee blog. They had an informal blogging policy that consisted of just two rules: “Remember the confidentiality agreement you signed when you became employed here,” and “Be smart.”
- Add valueBe transparentBe respectful
- MDG Innercirlce