The document discusses how social media is more than just marketing and touches all areas of business like customer service, PR, IT, and HR. It argues that social media involves community, communication, localization, collaboration, integration, engagement, value, visibility, trust, and media. It states that organizations need new models for social planning, staffing, policies, processes, technology, training, culture and leadership to adapt to social media.
39. Media
=
The
Ways
We
Engage
In
Context
This
is
a
product
Contains interactive Contains social
elements sans human (human to
to human interaction human)
interactions
Overlap of all 3 forms
of engagement
Engagement occurs via mobile
device or location
39
44. Business
&
Brand
Alignment
(Internal
+
External)
Programs
Public
Engagement
Markeng
Customer
Service
Communicaons
Events
Campaigns
Advocacy
SOCIAL
BRAND
SUSTAINABLE
EFFORTS
SOCIAL
BUSINESS
(External)
(Internal)
Training
Process
Organizaon
Models
Staffing
Policies
&
Guidelines
Knowledge
Sharing
Culture
Infrastructure
44
45. New
Organizaonal
Models
Key:
TM Traditional Marketing
DM Digital Marketing
SM Social Media
C Corporate Marketing/Communications
45
46. New
Staffing
Models
CORPORATE
MARKETING
Social
Media
ExecuLve
CommiYee
Social
Media
Director
Social
Media
Manager,
Social
Media
Manager,
customer
engagement
employee
engagement
=
directly
reports
=
accountable
to
46
51. New
Culture
CLOSED COLLABORATIVE OPEN
Silos, rigidity & information Freely sharing information and Connecting internal and external
hoarding knowledge internally ecosystems/communities for
mutual gain
51
53. Learning
To
Fly
Flying
Running
Scaling,
systemaLzing
and
Engaging,
integraLng
into
all
Walking
responding,
leveraging
business
funcLons.
Leveraging
employees.
pla^orms,
producing
content,
Crawling
parLcipaLng.
Monitoring,
listening,
Establishing
infrastructure.
53
54. Listen
First,
Refine
And
Never
Stop
• Sentiment
• Topics of interest, issues
• Complaints, compliments, questions
• Needs
• Refine
• Motivations
• Launch
• Goals
• Measure
• Objectives
• Influence • One to one
• Participation • One to many
• Effectiveness • Many to many
• ROI
54