The who, what, where, when, why and how of planning social media for corporations. Presentation delivered by Doug Lacombe, president of social media agency communicatto in April 2011.

1. The Five Ws of
Corporate Social Media
April, 2011
by Doug Lacombe, MBA

2. Agenda
• The Five Ws of social media
– Who
– What
– Where
– When
– Why
• And how …
• Q&A

3. Social Media Revolution
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

4. Is anybody out there?
WHO?

5. American public

6. Trends – Fortune 100
http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/Posts/Post.aspx?ID=254

7. Trends – Fortune 100
http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/Posts/Post.aspx?ID=254

8. Trends – Investor Relations
http://www.brunswickgroup.com/Libraries/Reports/Digital_Media_2010_FINAL.sflb.ashx

9. Trends – Business Journalists
http://www.brunswickgroup.com/Libraries/Reports/Social_Media_-_among_busmedia_web_version_zls.sflb.ashx

10. Types of social media
WHAT?

11. Content versus engagement
Storage Conversation

12. Relationship to mainstream media
WHERE?

14. Trends

15. Media Types
Paid
media
Earned
media
Owned
media

16. Social Media Adoption Curve
• collabora&on
• rela&onships
• par&cipa&on
• broadcast
• take
value
→
add
value
• observa&on
• educa&on
• 1-­‐way
→
2-­‐way
• social
media
experience
• November
2008

17. The “big six”
Storage Conversation

18. Is the timing right?
WHEN?

19. Now!
• Low risk in early pilot projects
• Secure brand before gold rush over
• Lurking = market research
• Make mistakes while audience relatively
unsophisticated
• Take part in shaping public opinion
• Access to labour, capital
• Must do pre-flight checklist if nothing else

20. Can’t we sit this out?
WHY?

21. Common objections
• “Our audience isn’t on social media”
• “We don’t sell to consumers”
• “People will say mean things”
• “We don’t have time/resources to deal with
social media”
• “IT won’t let us”

22. Econ 101
http://www.ingenesist.com/general-info/factors-of-production-for-an-innovation-economy.html

23. Land
http://www.theglobeandmail.com/globe-investor/shale-gas-play-a-no-mans-land-in-quebec/article1935124/

24. Labour
http://recruiting.jobvite.com/resources/social-recruiting-survey.php

25. Capital
http://www.q4blog.com/2010/07/30/infographic-public-company-use-of-social-media-for-investor-relations/

26. Where do we start?
HOW?

27. Safety first before you engage …
PRE-FLIGHT CHECKLIST

28. Pre-flight B.U.M.P.
• Brand
• Understand
• Monitor
• Policy

29. Organize your crew
STAFF

30. Flight crew
http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/

31. Plan your flight
STRATEGY

32. Strategy

33. Hub & Spoke
http://www.n5r.com/blog/bid/52188/Blog-vs-Facebook-Which-Should-Be-Your-Social-Media-Hub

34. Use your instruments
MEASURE

36. Takeoff
• Pre-flight checklist:
– Secure your brand
– Understand and train your staff
– Buy a monitoring service
– Develop a policy
• Develop your POST framework:
– People & stakeholders
– Objectives, KPIs, & Measurement
– Strategy
– Technology & Workflow
• Editorial calendar
• Measure, assess, refine

37. Questions?
Doug Lacombe
doug@communicatto.com