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PROPRIETARY & CONFIDENTIAL
ALI Strategic Internal Communications Conference Empowering Your Employees to beSocial Media Champions: Six Critical Foundation Materials
December 2011
PROPRIETARY & CONFIDENTIAL March 4, 2010Affect Strategies
PROPRIETARY & CONFIDENTIAL ALI | Nov. 2011Affect
SOCIAL MEDIA CLIENTS, PAST & PRESENT
ABOUT AFFECT
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
WHY?
No social media program is complete without the participation of company
employees.
Internal communications plays a huge role in the success of all social media
endeavors.
ALI | Nov. 2011Affect
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
AGENDA
Foundation Materials
ALI | Nov. 2011Affect
I. Social Media Usage Policy
II. Social Media Workflow Plan
III. Social Media Messaging Document
IV. Social Media Response Map
V. Technical Recommendations
VI. Internal Communications Launch Program
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
FOUNDATION MATERIALS
Social Media Usage Policy
ALI | Nov. 2011Affect
• Accentuate the positive
• Acknowledge the negative
• Critical for “buy in”
• Everyone signs – even if they aren’t official social media ambassadors
• Don’t reinvent the wheel – great online resources available
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
FOUNDATION MATERIALS
Social Media Usage Policy
ALI | Nov. 2011Affect
“Use your best judgment.”
“Add value.”
“Don’t pick fights.”
“Be yourself.”
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
FOUNDATION MATERIALS
Social Media Workflow Plan
ALI | Nov. 2011Affect
• Translate business practices for online world• Sales
• Customer Service
• Media inquiries
• Sign-off prior to launch
• No surprises!
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
FOUNDATION MATERIALS
Social Media Workflow Plan
ALI | Nov. 2011Affect
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
FOUNDATION MATERIALS
Social Media Messaging Document
ALI | Nov. 2011Affect
• Address the specific requirements for the medium
• Map messages from the brand to target audiences
• Fill in the gaps with content creation on a platform-by-platform basis
• Create from scratch or adapt from existing
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
FOUNDATION MATERIALS
Social Media Messaging Document
ALI | Nov. 2011Affect
“Does it fit the wheel?”
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
FOUNDATION MATERIALS
Social Media Response Map
ALI | Nov. 2011Affect
• Plan for the anticipated
• Great for highly legal questions/environments
• Speeds up response time (+ frees up time to focus on engagement)
• Leave room to adapt to exact moment
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
FOUNDATION MATERIALS
Social Media Response Map
ALI | Nov. 2011Affect
“If you or someone
you know needs help battling addiction, please contact our 24-hour hotline.”
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
FOUNDATION MATERIALS
Technical Recommendations
ALI | Nov. 2011Affect
• Sit together with the IT/creative services team as early as possible
• KPIs will define technical recommendations
• Separate must-haves from nice-to-haves
• Don’t launch without the proper technical foundation
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
FOUNDATION MATERIALS
Technical Recommendations
ALI | Nov. 2011Affect
Social Media ->
Landing Page ->
Salesforce.com =
Proof of social media’s lead gen capabilities
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
FOUNDATION MATERIALS
Internal Communications Launch Program
ALI | Nov. 2011Affect
• Your colleagues: an often untapped social media resource
• Previous foundation materials have secured buy-in
• Call to action is key
• Try, try again
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
FOUNDATION MATERIALS
Internal Communications Launch Program
ALI | Nov. 2011Affect
Leverage the right spokespeople who have built-in networks.
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
INTERNAL TARGET AUDIENCES
ALI | Nov. 2011Affect
Foundation Material Target Audience Timing
Social Media Usage Policy All employees ASAP
Social Media Workflow PlanAll involved in social media (front line and behind the scenes)
2-3 months prior to launch
Social Media Messaging Document
Social media team, marketing team
2 months prior to launch
Social Media Response MapSocial media team, legal team
2 months prior to launch
Technical RecommendationsSocial media team, IT team, marketing team
2-3 months prior to launch
Internal CommunicationsSocial media team, marketing team
1 month prior to launch
PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA
SUMMARY
Internal communications have played a
huge role in the success of my clients’ social media endeavors.
ALI | Nov. 2011Affect
Social Media Marketing AwardIntegrated Non-Tech (2011)
Social Media Campaign Business-to-Business (2010, 2011)
Gold Award for Social Media (2010)
PROPRIETARY & CONFIDENTIAL Presented to Absolute Software | May 29, 2009Affect Strategies
Thank You!
Katie Creaser, Account [email protected]@ksafrey(212) 398-9680www.affect.com
PROPRIETARY & CONFIDENTIAL March 4, 2010Affect Strategies
