Talk in Sydney, November 2013 about balancing risk and control in social media for business

1. Social media
Balancing risk and
control
Kate Carruthers
Nov 2013

2. ~50% of Australians are using Facebook
http://www.socialmedianews.com.au/social-media-statistics-australia-may-2013/
Nov 2013
© 2013 Kate Carruthers
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3. ~4 million Australians are on LinkedIn
http://press.linkedin.com/News-Releases/305/LinkedIn-India-Crosses-the-20-Million-Member-Milestone
Nov 2013
© 2013 Kate Carruthers
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4. 39 million
people aged
65+ using
http://www.forbes.com/sites/sap/2013/05/20/the-overlooked-social-media-marketing-for-senior-citizens/
Nov 2013
© 2013 Kate Carruthers
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5. Each one of these is used by
business
http://exchange.telstra.com.au/?p=25416
Nov 2013
© 2013 Kate Carruthers
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6. http://exchange.telstra.com.au/?p=25416
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© 2013 Kate Carruthers
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7. https://www.vividwireless.com.au/mobile-data-usage-in-australia
Nov 2013
© 2013 Kate Carruthers
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8. Implications for business
Nov 2013
© 2013 Kate Carruthers
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9. Business context
• Democratisation of communication
• Inversion of power relationships
• Communication production in hands of
many
• Growth in peer-to-peer
• Mobile
Nov 2013
© 2013 Kate Carruthers
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10. Business context
• Mobile generation:
– Assumes access to
any resources
– Online
– On demand
– Real time
– Anywhere
– Any device
Nov 2013
© 2013 Kate Carruthers
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11. Business context
• Workforce changes
• Co-working
• Collaboration
• Increased decentralisation
• Shorter change cycles
Nov 2013
© 2013 Kate Carruthers
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12. “…a shift towards the
individual as the centre of a
network of relationships
mediated and enabled by
technology...”
Source:
Kevin
Kelly,
h1p://www.kk.org/thetechnium/archives/2007/11/four_stages_in.php
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13. Business context
• Issues with boundaries:
– between public and private
– between personal and business
– blurring between roles
– increasingly difficult to establish
role clarity
Nov 2013
© 2013 Kate Carruthers
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14. Risk and governance
Nov 2013
© 2013 Kate Carruthers
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15. 15

16. Some key starting points
•
•
•
•
•
•
Monitor your business online
Assign responsibility for social channels
Include social media in digital strategy
Link digital strategy to marketing strategy
Ensure cross media planning in place
Develop mechanisms to track progress
Nov 2013
© 2013 Kate Carruthers
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17. Monitoring
Training
&
skills
Risk
management
Policy
&
guidelines
Nov 2013
© 2013 Kate Carruthers
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18. The challenge
• Create and manage loosely connected
networks
• Grow a business in a networked world
• Engage people so they want to know more
• Garner advocates for your business
• Focus outward while protecting your brand
Nov 2013
© 2013 Kate Carruthers
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19. 10 Tips for integrating social
1) Digital strategy
Social is just part of it, includes
websites, email marketing, etc.
2) Tactical plans
3) Resource plan
For implementation of campaigns
4) Tools
Required to enable management,
tracking and monitoring
5) Metrics
Need to be decided prior to
implementation to enable effective
reporting
Nov 2013
Social is not free it needs people
and tools
© 2013 Kate Carruthers
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20. 10 Tips for integrating social
6) ROI
Need to track investment and
results
7) Reporting
8) Roles &
responsibilities
9) Cross media plan
For good governance
10) Risk management
Includes social media policies and
procedures and crisis
management process
Nov 2013
Defined and clear to all parties, in
particular governance
Integration with other digital and
marketing activities
© 2013 Kate Carruthers
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21. Thank-you
Slides available on:
http://slideshare.net/carruthk
Nov 2013
© 2013 Kate Carruthers
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