SOCIAL MEDIA – DEPARTMENTAL ALIGNMENT WITHIN THE ORGANIZATION Jake Aull

GSU

Social Media Marketing

2012

TONIGHT’S CLASS TOPICS

  Dominoes Pizza YouTube videos and case study discussion   All departments working together in social media, with customer involvement and

feedback, transparently, to cure past problems.

  Orange Lake case study

  Strategic business alignment - ‘Principles of of Biz Agility’

TONIGHT’S CLASS TOPICS

  Who in a company should own social media?

  Organizational approaches in the era of Web 2.0

  Enterprise 2.0: Tech and content sharing

  Take-aways

WHO IN A COMPANY SHOULD OWN SOCIAL MEDIA?

WHO IN A COMPANY SHOULD OWN SOCIAL MEDIA?

  Marketing?

  PR?

  IT?

  Cust. Support?

  Project Mgmt?

  Product Development?

  Who?

WHO SITS AT THE CORPORATE SOCIAL MEDIA TABLE?

WHO SITS AT THE CORPORATE SOCIAL MEDIA TABLE?

ORGANIZATIONAL APPROACH IN THE ERA OF WEB 2.0

LEGACY BUSINESS SIMILARITIES VS. WEB 2.0 MODELS   http://socmedgsucourse.files.wordpress.com/2010/10/legacy-vs-web2biz1a.png

Business & Departmental Orientations in the Age of Social Media

Department Short-Term Orientation: Long-Term Orientation:

Involved QUANTITY ATTRIBUTES QUALITY ATTRIBUTES

Marketing Brand awareness Brand value/fans/market growth

Coupons (1-time/acquisition) Rewards/Points programs

Viral campaigns (awareness) Customer-sharing campaigns

Prospecting/list buys CRM/CLV (cust. lifetime value)

New media channels Existing communities

(even customer-owned)

Broadcast/attraction/acquisition

promotions

Engagement/Cust. collaboration/

one-to-one marketing

Change prospect behavior Feed and grow customer desire

Parity positioning Cust.-focused product segments

P.R./

Communications

Separated roles/

chain of sequence

Collaborative/2-way

Reactive Upfront communications

I.T. Separated/Low-

involvement/reactive

Collaborative dependence/

high involvement

Product

Development/Mgmt

Mkt R&D/new products

(high resource cost)

Customer input/enhancements

Resources output (company-

centric)

Crowd-sourcing (customer-centric)

Customer Support Wait for queued customer

complaint calls (reactive)

Search & address instant customer

complaints online (proactive)

F&A and Pricing High upfront costs Lower, long-term leveraged costs

Low-price competition Quality pricing

Short-term ROI Long-term/retention ROI (CLV)

Talent/resource costs Crowd-sourcing/open source

savings

Economies of scale Long-tail (niche segmentation)

profits

© Copyright 2011 Jake Aull

ORGANIZATIONAL MANAGEMENT

  Bottom up vs. top-down   The “groundswell” vs. traditional leadership

  Social Media’s need for executive sponsorship in an org   Brand consistency and strategic alignment of departments around a

company common SoMe table   Agility:

  IT/products   Management   Business

  Alliances and Affiliates

EXAMPLES

  Poor org alignment and customer-support representation in Twitter (right).

  Good example: Best Buy’s Blue Shirt Nation (from Li’s Groundswell).

ENTERPRISE 2.0: TECH & CONTENT SHARING

COLLABORATIVE CONTENT WITHIN THE ORG  wikis  CMSes  ERPs  MS SharePoint  Yammer.com  Company.com

TAKE-AWAYS

  There are many departments within a company (whether corporate- or client-side) who have a viable place at the company table when it comes to social media.

  All need to be represented (not just marketing) in such discussions.

  All concerns should be addressed (and agreement achieved).

  And all departments who utilize outward-facing social media should achieve some brand consistency.