Kreative.Asia, 2012: Workshop on how and why to build scalable social business practices and communities

1. Constructing Scalable
Social Business Practices
Presented By:
Esther Lim
April 6 -8, 2012
Kuala Lumpur CEO/Digital Strategist, The Estuary
Malaysia www.theestuarysf.com

2. Talking Points
1. Myth Busting
2. Common challenges of
implementing social
media programs in
business
3. What is a scalable social
business practice
4. Top reasons every
company should have
one
5. Establishing the right
program foundation
6. Scaling for growth

4. Roughly 79% of the big
1
organizations have only been
using social media for 3-4 yrs
Of that number roughly 51%
have a formalized social
business practice
Social Media budgets correlate
directly with the maturity level
of the program
Chart Sources: Altimeter Group

5. Roughly 43% of companies
1
have social media budgets of
less than $100,000
‣ Companies with between 1000- 5000 employees had
3.1( people on their social media team
‣ Companies with 100,000+ had 23.8 social media
people (one person for every 4,200 staff members)
Chart Sources: Altimeter Group

6. Common Challenges 2
Lack of executive support
Resistance from internal culture
Measuring ROI: No formalization
Inability to integrate findings back
into the business process
Lack of resources
An ever-changing technology space
A looming increase in business
demands

7. A scalable social business
plan is a... 3
Blue print to architect a social
program system that can grow
with your company’s needs
Guide to creating consistency in
social media efforts
Framework for collecting,
extracting and sharing data/
insights
Protocol for how to deal with
social media emergencies

8. What does it do? 3
Company policies
Processes/procedures for planning and
execution of social media programs
Measurements and metrics
Required tools, materials, resources
Work flow for data sharing and action
items
Triage protocol for social media
emergencies
Templates, case studies for on-going
education

9. Top reasons companies
need a social business plan 4
Drive revenue
Reduce costs
Gain insights
Manage risk
Increase efficiencies
Deliver a consistent brand experience
Control messaging
Show progress and success

10. Establishing a
foundation for
your social
business
program

11. Hire a good Social Strategist 5
Chart Source: Altimeter Group

12. What to look for in a Social Strategist 5
Chart Source: Altimeter Group

13. Traits of a good social strategist 5
Chart Source: Altimeter Group

14. Four critical areas to develop 5
Getting Organized: Logistics
Prepare and gather required tools and
materials
Set up a central file sharing system
Develop a process for sharing knowledge
and on going training

15. Getting Organized 5
Audit your Assets
Create a spreadsheet of all your social
media sites
The platforms
The URLs
Logins/Passwords
The owners
Conduct an audit on them
Identify their status: Active, Abandoned,
Fledgling, or Unknown.

16. Getting Organized 5
Observe the branding
Logo use
Color palette
Messaging
Positioning
Ask yourself: Is your brand consistently
communicated across each platform?
If not where are the inconsistencies?

17. Getting Organized 5
Review the Content and Activity
Are the platforms being updated with
fresh content? Are they being
maintained?
What kind of content is posted there?
# of fans, followers
volume of activity
Are customers/fans engaging?
If so, what are they saying, doing,
posting?

18. Prepare and Gather Required
Tools and Materials 5
Assess what tools you’re using to
help you listen to the social web
Select and implement a single,
social listening tool.
Standardize how you want to collect
and share data
Types of metrics
Frequency of collection
Format for sharing
Frequency of review

19. Prepare and Gather Required
Tools and Materials 5
Collect or develop legal documents
Social Media Policy (if you have
staff)
Ethics and Disclosure Policy
Community/Terms of Use Policy
Privacy Policy
If developing policy materials don’t
forget to define your business
objectives

20. Prepare and Gather Required
Tools and Materials 5
Develop your social escalation and triage
plans
Identify actions considered for escalation
Identify steps that need to be taken
Identify key people to contact in:
Product/Service Support, PR (For
media/press), Marketing, Corporate
Communications (For analysts), HR
Identify how actions will be recorded for
future learning
Organize fire drills

21. Example
of a social
escalation
and triage
plan

22. Set up a file sharing system 5
Preferably set something up
online where all your social media
teams/consultants can access it
Make sure it’s secure against
external audience access
Suggestions:
www.CentralDesktop.com (Free)
Google Docs (Free)
Dropbox (Free)

23. Set up a file sharing system 5
Upload documents that make it easy for
you and your team to execute social
programs easily:
Legal documents
Best practices
Project briefs/schedules
Measurement and reporting
frameworks
Business case and case study
templates
Training and educational materials

24. Set up a file sharing system 5
Encourage teams to share
knowledge through:
Case studies
Business cases
Project documents
For multi-national companies:
Set up regional files to account
for localization and regional
nuances

25. Develop a process for sharing
knowledge and training 5
Encourage teams to share project
experience or knowledge
Consider subscribing to local
Digital Marketing and Business
Associations to meet and discuss
social best practices with others

26. Scaling for Growth 6
Once the core system is
up, it can be shared to
offices on a regional
level with minor
oversight from the
original social media
team

27. Steps for architecting a
scalable community 6
Implement a social
listening program
Establish a curation
system
Have a community
growth strategy

28. Listening leads to insight,
which leads to action 6
EARN ABOUT COMMUNITY
DENTIFY ADVOCATES/TALENT
ET CLEAR EXPECTATIONS
EACH

29. What am I
listening or
looking for?
‣ Product, service,
brand comments
‣ Hot topics of
discussions
‣ Community leaders
‣ Volume of
Conversations

30. Social metrics provides direction
Insights + Actions = Loyalty, Advocacy, Evangelism

31. Free Tools
How do I “hear” the conversations?
Inexpensive
Paid Tools
Tools

32. Establish a Community
Curation System 6
Hierarchical review and
approval structure
Guidelines on roles and
expectations

33. Sample Curation System
creators
^
contributors
^
Community +
^
Curators
^
Spotters
^
Community

34. 3
How to manage growth
Create a system for introducing new
members into the community
Senior community members
educate new members on
community rules
Provide a clear path of progression
for advancing in the community

35. Community progression
• Community Contributor unlock
through positive feedback mechanisms
from community and content creator(s),
completion of escalating content
creation tasks
• Advocate Role unlock through
progressing a series of levels with
positive feedback from community peers
• Levels unlock community privileges.
Unlocked through a combination of
earned and social points
• Use Points (Social, play) for P2P
recognition and engagement rewards
- redeemable for community goods

36. Thank You
For more information or inquiries visit:
Esther Lim
www.theestuarysf.com
Or email: esther@theestuarysf.com
Follow me on Twitter: @geekgrl