A look at an approach to making your company more social in three phases which include discovery, action, and retooling.

1. MAKING
YOUR
COMPANY
MORE
SOCIAL
in 3 phases
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2. SOCIAL CATALYSTS
• Reduced budgets
• Traditional marketing and advertising not working
• Competitors are ahead socially
• Customers and/or employees are demanding it
• Need to get a handle on governance, policies,
and procedures to address rogue employees
• Reputation management issues emerging
• Need to remain competitive, be identified as an
employer of choice, or at least investigate options
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3. PHASE
ONE -
DISCOVERY
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4. LISTENING
Industry Keywords
Company Mentions
Pain Points, Frustrations
Customer Service Or Technical
Support Issues
Product/Service Improvements
Praise Image Source: istockphoto.com
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5. COMPETITIVE
ANALYSIS
What are they doing?
What are people saying?
Who are their influencers,
followers, advocates?
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6. COMMUNITY
MAPPING
Influencers and Advocates
Who, What, Where, When?
Content Engagement
Image Source: twilk.com
Community Foundation
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7. CONTENT
• Existing and format
• Gaps and how to fill them
• Repurposed for different channels
• Calendar
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8. ORGANIZATION
• How does the company operate?
• How does communication flow?
• How is business?
• Corporate objectives regardless of social media
• Is it ready to be social?
• How committed?
• Politics, governance, policies, procedures
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9. PHASE
TWO -
ACTIVE
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10. ENGAGEMENT
Assist, Converse, Amplify
Follow, Connect, RT, Comment
Share, Don’t Shill
Be Interested, Not Interesting Image Source: http://www.themarketingbit.com/wp-content/uploads/2012/02/engaging.jpg
Content Created, Curated, And Distributed
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11. MONITORING
Who’s Sharing?
What Are They Sharing?
What’s Resonating?
Emerging Issues/Trends
Photo Source: http://blog.hubspot.com/blog/tabid/6307/bid/25082/7-Ways-to-Optimize-Content-for-Social-Sharing.aspx
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12. PHASE
THREE -
ADJUST
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13. COMMUNICATE
Early Wins
Lessons Learned And Insights
Over Communicate
Solicit Feedback
Image Source: istockphoto.com
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14. RETOOL
Channel Rationalization
Content
Community Vs Campaign
More Of/Less Of
Who’s Helping Or Hindering?
wrench image by Stanisa Martinovic from Fotolia.com
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15. Enterprise
LoB’s
END STATE Decentralized
Enterprise
LoB’s
Distributed But Organized
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16. Enterprise
LoB’s
END STATE Decentralized
Familiar And Capable Enterprise
Coordinated Efforts
Actionable Insight
Lead Generation
Earned Media LoB’s
Driving Costs Out
Distributed But Organized
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17. volterraconsulting.com
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