Social Strategy: Getting Your Company Ready
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The document provides a social media readiness checklist to help companies develop a social media strategy and get their organization ready to engage through social technologies. It covers researching customer social behaviors and competitors' activities, developing processes for community management and crisis response, setting policies, allocating resources to key roles like community managers and social strategists, using tools for internal communication and analytics, and conducting a social readiness assessment to measure how prepared an organization is to launch social media initiatives. The goal is to help companies fully prepare and align their internal roles, processes, and stakeholders before engaging with customers through social media.
Social Strategy: Getting Your Company Ready
- 1. Social Strategy:Getting Your Company ReadyCharlene LiFounder and Partner1April 14, 2010 #socialchecklistJeremiah OwyangPartner
- 2. Technology is only part of the solution. Getting your company ready and developing a strategy are the key drivers of success.Our final webinar (Part 3) of this series will help you get your company ready with our Social Readiness checklist.View all webinar slides and recordings, including today’s, at: blog.altimetergroup.comUse the hashtag #socialchecklist for todayA 3-part series2
- 3. Image by Roo Reynolds used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zerega/1366292835Companies Jump Into Social
- 4. Image by divemasterking2000 used with Attribution as directed by Creative Commons http://www.flickr.com/photos/divemasterking2000/3827673841Yet Most Companies Fail to Plan Properly
- 5. Many companies do not engage with their customersSource: http://www.engagementdb.com5ENGAGEMENTdb ranked the world's most valuable brands based on how they leverage social media to interact with customers.
- 6. Many companies like the idea, but don’tfully execute6
- 7. 7Get Ready Internally First
- 8. 8To be successful using social technologies, companies must first prepare and align internalroles, processes, policiesand stakeholders with their business objectives.Social business is aprofound change that impacts all departments in the organization.
- 9. Getting Your Company ReadyResearchPlanningResourcesSocial Readiness Checklist and ScorecardQuestionsAgenda9
- 10. 10Getting Your Company Ready
- 11. Research
- 12. Demographicse.g. Where are moms online?Customer profile12Psychographicse.g. Who are moms influenced by?Source: “Digital Mom,” RazorFish and CafeMom, 2009
- 13. Where are your customers online?What are your customers’ social behaviors online?What social information or people do your customers rely on?What is your customers’ social influence? Who trusts them?How do your customers use social technologies in the context of your products.Socialgraphics13
- 14. Engagement Pyramid14Map out how your customers social behaviors online in order to determine what technologies to deploy.
- 15. Community pain pointsSource: Communispace15Communispace customer communities allow marketers to gain insights from their own customers
- 16. Market analysis16Companies should constantly measure what competitors are doing in the social space. Here are some examples in the hotel industry that can be added to a chart of industry assets.
- 17. What is your company currently doing in the social space? What are employees doing? Product team, field, and support?Identify internal experts by hosting brown bag lunches where anyone can share what they are doing in the social space. Tip: Don’t relegate social media to Gen Y just because they use it for personal use.Current social audit 17
- 18. Processes
- 20. Social media triage20Take reasonable action to fix issue and let customer know action takenNegativePositiveYesYesNoAssess the messageEvaluate the purposeDo you want to respond?Does customer need/deserve more info?Unhappy Customer?No ResponseYesAre the facts correct?Gently correct the factsYesNoNoNoCan you add value?DedicatedComplainer?Are the facts correct?YesYesNoNoYesRespond in kind & shareThank the personComedian Want-to-Be?Explain what is being done to correct the issue.Is the problem being fixed?YesNoYesThis framework was built using the USAF Blog Triage. (Added this attribution post webinar)Let post stand and monitor.
- 22. Social Business Organizational ModelsCentralized
- 23. Organic growthAuthenticExperimentalNot coordinatede.g. SunOrganic23
- 24. One hub sets rules, best practices, proceduresBusiness units undertake own effortsSpreads widely around the orgTakes timee.g. Red CrossCoordinated24
- 25. Similar to Coordinated but across multiple brands and units e.g. HPMultiple hub and spoke or “Dandelion”25
- 26. Each employee is empoweredUnlike Organic, employees are organized.e.g. Dell, ZapposHolistic or “Honeycomb”26
- 27. Policies
- 28. Disclosure/ethics policy28From WalmartElevenmom’s disclosure policy: “Participation in the WalmartElevenmoms program is voluntary. Participants in the program are required to clearly disclose their relationship with Walmart as well as any compensation received, including travel opportunities, expenses or products. In the event that products are received for review, participants may keep or dispose of product at their discretion.
- 29. Social media policy29Intel updates it’s Social Media policy regularly (last in March 2010) and offers tips and pragmatic rules of engagement such as “Be transparent,” “Be judicious,” and “Write what you know.”
- 30. Community policy30SeaWorld sets boundaries on its blog for readers. For example, Seaworld asks for favorite park experiences and tips, and will not post “foul or offensive language.”
- 31. Internal education31Host brown bags, invite external speakers to talk, and promote memberships in organizations like Social Media Club or Social Media Business Council, as seen here. Internal training is important to organizational change.
- 32. Communication and collaboration32Sites like Yammer, Socialtext and Socialcast offer lightweight ways for staff to share insights and best practices internally. Telligent is a more robust enterprise-level tool.
- 33. Resources
- 34. Social strategist*: Responsible for the overall program, including ROI. There may be multiple strategists at each spoke.Community manager: Customer facing role trusted by customers. Companies may have dozens of community managers.Key roles34*Look out for our research paper on the role of the Social Strategist later this year.
- 35. Test to see that they focus on relationships, not campaigns.Ask when they failed at social media – and what they learned.Hire only agencies with “scar tissue.”Leverage agencies and have them train you in all things social.Enable fast, concerted entry into the market.Be wary of agencies wanting to craft your strategy – only you can do that. Agencies35
- 37. Executives: Approval to move forward, budget, allocate resourcesCommunications: What new skills will they need to learn and unlearn?Employees: How will they be educated, armed, and supported? Legal: Protect employees and corporation by co-creating policies and guidelinesStakeholders37
- 39. 39Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/Social Readiness Score Card
- 40. Your social readiness score40
- 41. 41Your social readiness scoreIdeally, you should be at “4.0” for launch.Area of opportunity.
- 42. Includes findings, scoring, roles, and specific recommendations from a trusted third party. 42Full details on our checklist
- 43. Have the confidence to let go and still inspire results43Register for our upcoming webinar:“Making the Case for Open Leadership”Monday, April 26 at 10 am PSThttp://bit.ly/openleaderweb1
- 44. 44Thank youCharlene [email protected]: charleneliJeremiah [email protected]/blogTwitter: jowyangWith assistance from Christine Tran, Researcher
- 45. 45About UsAltimeter Group is a Silicon Valley-based strategy research andconsulting firm that provides companies with a pragmaticapproach to disruptive technologies. We have four areas offocus: Leadership and Management, Customer Strategy,Enterprise Strategy, and Innovation and Design.Visit us at http://www.altimetergroup.com or contact [email protected].
Editor's Notes
- #7: [1] Marriott’s Insider Rewards community doesn’t have any call to action and its community has not taken off. http://www.marriottrewardsinsiders.marriott.com/index.jspa[2] Tiffany & Co tweeted the first time on February 25. Has 10 tweets so far. http://twitter.com/tiffanyandco[3] McDonald’s links to its Facebook fan page from its corporate website, but has this funny message “Are you sure you want to leave?” http://mcdonalds.com
- #29: [1] http://instoresnow.walmart.com/Community.aspx
- #32: [1] Social Media Club Dallas: January '10 Meeting, http://www.flickr.com/photos/gangwayadvertising/4294189889/[2] BlogwellMeetup: June 2009, http://www.flickr.com/photos/kristiewells/3718283985/
- #37: [1] http://instoresnow.walmart.com/Community.aspx[2] http://thedomesticdiva.org/blog/2008/08/03/big-announcement-the-domestic-diva-is-one-of-eleven-moms-choosen-to-participate-in-wal-marts-money-saving-community-project/