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I presented these quick slides at Dreamforce 2012 #DF12
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Building Social Proficiency Across The Organization Building Social Proficiency Across The Organization
Michael Brito, SVP, Edelman Digital
@Britopian
Before We Talk About How, Let’s Address The Why?
• Employee Advocacy: Employees are trusted; they can help feed the content engine
• Employee Collaboration: Innovation, Process improvement and an increase in productivity
• Partner Collaboration: Bringing products to market faster through social collaboration
• Social Marketing Excellence: Sharing best practices w/ other marketing teams, geographies; governance/compliance
5 Steps To Building Social Media Proficiency
1. Have a Vision
2. Establish A Center of Excellence
3. Create Actionable Curriculum
4. Build Workflows, Processes and Content That Enables
5. Start Thinking Like A Media Company
HAVE A VISION
•Aligned with business goals•Supported by executive management•Make it realistic
Establish A Social Business Center of Excellence
EVALUATETHE SOCIAL ECOSYSTEM
ESTABLISHA CENTRALIZED TEAM
OPERATIONALIZETHE SOCIAL BUSINESS CENTER OF EXCELLENCE
• Conversation and
sentiment analysis
• Surveys, polls and
stakeholder interviews
• Data mining from
internal communities
• Intelligence gathering
• Identify the right teams,
stakeholders and employees
• Establish roles, responsibilities
and frameworks, processes
• Achieve buy-in from senior
leadership
• Establish a measurement
framework
LISTEN
•Identify social listening and social CRM software
•Establish a social media listening center
•Determine internal & external topics
PLAN
•Create plan for employee training
•Process and collaboration design
•Crisis coms and customers support escalation tree
ENGAGE
•Launch programs, events and campaigns
•Manage internal collaboration and communication projects
•Expand teams and channels globally
Decentralized Centralized Hub and Spoke Multiple Holistic
* Examples of Organizational Structures From Altimeter
STRATEGY PLANNING EXECUTION MEASUREMENT
Ma
rke
tin
g &
Org
an
iza
tio
na
l R
ea
din
es
s
Training
Policies
Technology
Content Plan
So
cia
l In
teg
rati
on
Me
as
ure
me
nt
Fra
me
wo
rk &
Re
po
rtin
g
Campaigns & Initiatives
General Community Management
Paid, Owned and Earned Media
Customer Support
Campaign Reporting
Best Practice Sharing
Community Management
Insights
PR and Corporate
Communications
CustomerSupport
Human Resources & Employee Comms
Product Marketing
Social Business Center of Excellence
How The Center Of Excellence Integrates
Knowledge Sharing / Best Practices / Training
Create Actionable Curriculum For Employees
Advanced Videos, Photos, BlogsRecord, upload video; live streaming, Google Hangouts, upload and tag images, write and publish blog content
IntermediateMicro Blogging, commenting, general conversation
Share Skype related news, announcements within micro blogging, create influencer lists, engage in general conversation
BasicListen, practice, follow ad optimize
Subscribe to Google Alerts, monitor Twitter and company blog, follow the Skype brand on Facebook and Twitter, subscribe to RSS feeds, optimize LinkedIn profile
HIGH
LOW
PA
RTIC
IPA
TIO
N L
EV
ELS
Proficiency Level Activity Engagement Behaviors
CONTENT CREATOR
CONVERSATIONALIST
LISTENER
Create a comprehensive social media training curriculum that enables employees to engage based on various levels of participation.
CONTENT COMMUNITY MANAGEMENT
•Creating content that matters and drives mass engagement
•Optimizing frequency of posting using real time analytics and insights
•Creating content for search
•How to integrate social into paid and earned media initiatives
•How to be conversational when creating content
•Using community management to turn friends, fans and followers into brand advocates
•Using to real time data to identify influencers and advocates
•Preparing for crisis communications and managing customer support issues
•Building trust by building relationships
Enable Teams Be Smarter When Integrating Social Media
Create social media curriculum for functional teams that enables stronger social alignment, more relevant marketing and deeper community engagement, which leads to stronger customer relationships.
Build Workflows for Content Creation, Approvals, Distribution
Contributor Writes Content
Team BrainstormsContent Ideas
Sends to Editorfor Review
Content Approved
Content Not Approved
Scheduled for Publish
Posted to Social Channel
Content Manually Migrated to Social
Channel
AUTOMATED MANUAL
0 1 2 3 4 5 6
In Review/In Revision
In Review/In Revision
Assign Roles; Establish Global Content Calendar
AdministratorCreate accountsCreate calendars
ContributorsCreate content
Editors (SMCs)Approve contentAssign contentCurate, aggregate, publish
11
2012 © Skype. Commercially confidential.
Find passionate employees that are social media savvy and who like to collaborate with other team members
Empower and enable social media champions, contributors and community managers to aggregate, curate and create content that is relevant to the brand voice, not necessarily about the product or features
PHASE
3Start Thinking Like A Media Company
12
2012 © Skype. Commercially confidential.
Enlist social media champions that we will be responsible for creating, curating and aggregating social media
content and publishing to specific ‘branded’ social media channels.
CONTRIBUTORS SOCIAL MEDIA CHAMPIONS(EDITORS)
Start Thinking Like A Media Company
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2012 © Skype. Commercially confidential.
The Center of Excellence should enable and provide direction to regional champions; but content (& community
management) must be created/managed from the country or region.
CONTRIBUTORS SOCIAL MEDIA CHAMPIONS(REGIONAL EDITORS)
Duplicate Model For Regional Markets
14
2012 © Skype. Commercially confidential.
Michael BritoSVP, Social Business Planning
Edelman Digital – San Francisco
@Britopian
Thank you!