2. The 10-Step
Process

4. SCOTT KLOSOSKY
Organization vs. Chaos
Lots of people using
Social Tech without any
rules or guidelines
Many of them using
varying tools
Total lack of
organizational
integration into the
overall strategy

5. Create an analysis of the organization’s current social media
presence
•
Number of followers – Who are they?
•
Number of Contacts – Who are they?
•
Desired conversion to Website percentage?
•
Desired conversion to sales percentage?
•
Branding goals?
•
Communication goals? (e.g. will it be used for customer
service? Marketing? Relationship building?
Document measurable goals for the use of social tech (Sample
goal list below)
•
Build awareness for your company
•
Increase sales
•
Increase customer leads
•
Establish thought leadership
•
Use social media as a customer service platform and/or
provide product support for customers
•
Collect feedback on existing or potential products and
services
•
Provide a means in which customer evangelists can
connect
Listening/Research
•
Survey internal team and external stakeholders in order to
gain hard evidence of usage trends

6. SCOTT KLOSOSKY
Analysis & Goal Development
Create an analysis of the organization’s current social media
presence
•
Number of followers – Who are they?
•
Number of Contacts – Who are they?
•
Desired conversion to Website percentage?
•
Desired conversion to sales percentage?
•
Branding goals?
•
Communication goals? (e.g. will it be used for customer
service? Marketing? Relationship building?
Document measurable goals for the use of social tech (Sample
goal list below)
•
Build awareness for your company
•
Increase sales
•
Increase customer leads
•
Establish thought leadership
•
Use social media as a customer service platform and/or
provide product support for customers
•
Collect feedback on existing or potential products and
services
•
Provide a means in which customer evangelists can
connect
Listening/Research
•
Survey internal team and external stakeholders in order to
gain hard evidence of usage trends

7. Identify personnel in various operating
groups that will own responsibilities for
implementation, training, and usage – if
appropriate, assemble a Social Tech
Team that will meet regularly
Scott Klososky (or internal specialist)
provides a Social Tech 101 Presentation
to Core Team
Examples of governance policy,
measurements, action plans and goals
Review of Best Practices for Social
concepts and tools
Review of current online presence
status

8. SCOTT KLOSOSKY
Identify Evangelists and Select
the Team
Identify personnel in various operating
groups that will own responsibilities for
implementation, training, and usage – if
appropriate, assemble a Social Tech
Team that will meet regularly
Scott Klososky (or internal specialist)
provides a Social Tech 101 Presentation
to Core Team
Examples of governance policy,
measurements, action plans and goals
Review of Best Practices for Social
concepts and tools
Review of current online presence
status

9. Comprehensive standards policy completed
• Approved social media platforms/vendors for
standards
• Personnel responsibilities/goals
• Content restrictions
• Organizational voice
• Rules for combined personal/business use (e.g.
can content be combined on company Facebook
page or Twitter stream)
• In what departments will it be used? How will it
be used?
Develop HR method for delivering policy to
team members
Roll-out established plan – internal training
• How is training done?
• Who does the training?
• How is proficiency measured?

10. SCOTT KLOSOSKY
Internal Governance and
Policies
Comprehensive standards policy completed
• Approved social media platforms/vendors for
standards
• Personnel responsibilities/goals
• Content restrictions
• Organizational voice
• Rules for combined personal/business use (e.g.
can content be combined on company Facebook
page or Twitter stream)
• In what departments will it be used? How will it
be used?
Develop HR method for delivering policy to
team members
Roll-out established plan – internal training
• How is training done?
• Who does the training?
• How is proficiency measured?

11. Develop unique river of
information into the minds of
the salespeople
• Provide the standard tools and
sources
Develop the connection
methods with customers/
clients/members
• What are the best tools for the
connection?
• What is the recipe for the flow of
information?
• How can you drive eWord of
mouth?

12. SCOTT KLOSOSKY
Integration With Sales Process
Develop unique river of
information into the minds of
the salespeople
• Provide the standard tools and
sources
Develop the connection
methods with customers/
clients/members
• What are the best tools for the
connection?
• What is the recipe for the flow of
information?
• How can you drive eWord of
mouth?

13. Research current state of online
presence, then develop goals you would
like to reach by using ORM
Implement a listening process: internal
process for monitoring what people are
saying about your organization
Implement an engagement process:
Response Action Plan
How do we respond, what rules to handle
negative and positive comments, who
responds, what is our policy
Implement an ORM measurement
process: How often mentioned? What is
the sentiment ratio?

14. SCOTT KLOSOSKY
Online Reputation Management
Research current state of online
presence, then develop goals you would
like to reach by using ORM
Implement a listening process: internal
process for monitoring what people are
saying about your organization
Implement an engagement process:
Response Action Plan
How do we respond, what rules to handle
negative and positive comments, who
responds, what is our policy
Implement an ORM measurement
process: How often mentioned? What is
the sentiment ratio?

15. Who owns the responsibility?
Market Research uses
Sales support uses
Knowledge work outsourcing
Creative work outsourcing

16. SCOTT KLOSOSKY
Crowdsourcing Strategies
Who owns the responsibility?
Market Research uses
Sales support uses
Knowledge work outsourcing
Creative work outsourcing

17. • ROI Dashboard created
(1) Increase in sales
(2) Increase connections
(3) Increase quality of content
(4) Increase Web traffic
Social Tech campaign ROI analysis
• What do you measure to ensure
progress?
• How do you gather analytics?
• Who owns the process of ROI
results being published to the
team?

18. SCOTT KLOSOSKY
Measurement and ROI Process
• ROI Dashboard created
(1) Increase in sales
(2) Increase connections
(3) Increase quality of content
(4) Increase Web traffic
Social Tech campaign ROI analysis
• What do you measure to ensure
progress?
• How do you gather analytics?
• Who owns the process of ROI
results being published to the
team?

19. Standards Document Created
• Web based communication tools
• Platform tools
• Search tools
• Dashboards – (netvibes.com)
• Web based monitoring tools
• Research tools
• Filtering tools
Listening tools

20. SCOTT KLOSOSKY
Assembling and Approving
Tools
Standards Document Created
• Web based communication tools
• Platform tools
• Search tools
• Dashboards – (netvibes.com)
• Web based monitoring tools
• Research tools
• Filtering tools
Listening tools

21. Identifying three to five
pilot projects that are in
context with the goals
stated above
Assign responsibility for
pilot projects to specific
Social Tech team
members
Document each pilot
project on a syllabus that
states the specific actions
that are to be tested
Implement pilot projects,
review, adjust, and repeat.

22. SCOTT KLOSOSKY
Developing Pilot Projects
Identifying three to five
pilot projects that are in
context with the goals
stated above
Assign responsibility for
pilot projects to specific
Social Tech team
members
Document each pilot
project on a syllabus that
states the specific actions
that are to be tested
Implement pilot projects,
review, adjust, and repeat.

23. Identifying security
dangers
Providing security
training
Monitoring usage and
creating policies
Regulatory
compliance

24. SCOTT KLOSOSKY
Social Tech Security and Usage
Identifying security
dangers
Providing security
training
Monitoring usage and
creating policies
Regulatory
compliance

25. Programs and usage that
are consistent with the
organizational strategy
A testing program that
teaches the organization
how to use these tools in
progressive ways
Measurement systems so
that lessons can be learned,
and ROI can be achieved
Less chaos, more direction

26. SCOTT KLOSOSKY
Desired Outcomes
Programs and usage that
are consistent with the
organizational strategy
A testing program that
teaches the organization
how to use these tools in
progressive ways
Measurement systems so
that lessons can be learned,
and ROI can be achieved
Less chaos, more direction