SEWF Strategies for Social Media

© 2010 IBM Corporation

October 18, 2012

Strategies for Social MediaCreating a social networking vision for your social enterprise

https://w3-03.ibm.com/marketing/mi/mihome.nsf/pages/Social+Insights

Cezar Taurion, Technical Evangelist



As coisas acontecem muito rapido no mundo cada vez mais hiperconectado







Quem é esta geração digital?

� Usam tecnologias digitais no seu dia a dia e esperam usá-las no trabalho. São early adopters por natureza.

� Entram no mundo online cada vez mais cedo... usam a Internet comolaboratório social, para testar limites do relacionamento.

�Vivem em ritmo cada vez mais acelerado e são multitarefas (usam celular, MP3, PC...tudo ao mesmo tempo!)

© 2010 IBM Corporation10



Uma nova família

A NOVA CASA

O NOVO PAI

A NOVA MÃE

O NOVO FILHO


Um novo ambiente de trabalho

A NOVA ORGANIZAÇÃOO NOVO CHEFEO NOVO ESCRITÓRIOA GLOBALIZAÇÃO


A SOCIEDADE CONECTADA

TECNOLOGIAPERVASIVA E COMPUTAÇÃO SOCIAL

UMA NOVO AMBIENTE DE TRABALHO

TUDO EM TEMPO REAL

UMA NOVA GERAÇÃO


A Social Network Has Three Requisite Elements That, When Combined, Deliver Network Value And Can Help Drive Business Results

15

friend

friend

friend

friendfriend friend

friend

friend

me

2. Volume of Interaction

3. Number of Participants

3 Elements of Network Value

1. Contributions

Successful social media strategies drive these three elements


New product announced.

Social strategy kicks in

Joe = Influential Blogger

$$$

In Every Social Network, There Are Participants That Have The Ability To Influence Decision Makers

Jane = Influential Blogger

$$$

$$$

$$$


Challenge: How To Leverage Social Media Within The Overall Marketing Plan

17

The Traditional Four P’s of Marketing

SOCIAL NETWORKS

(where publicly

available)

WIKIS

PHOTO SHARING

MICROBLOGSVIDEO SHARING

SOCIAL MEDIA NEWS

AGGREGATORS

The Social Media Landscape


The social media marketing cycle, represents a continuous cycle.

1 2

4

5

67

8

9

10Measure and

Harvest Insights

Empower Your Advocates

Maximize Content

Distribution

Engage In The Conversations

Develop Social Media Content

Develop Social Media Marketing

Plan

Link to Overall Marketing Strategy

Understand Competitive

Position

Perform Listening Research

3Hold Action Plan

Framework Workshop


1. Perform Listening Research

Listening tools allow you to understand

� What is currently being said (or not being said) about your brand in the social media.

� Who is talking about your brand.– Customers– Industry Influencers– Partners / Developers– Students

� Where those conversations are taking place.

� The tone and impact of those conversation


2. Understand Competitive Position

• Understand how, where, and why the competitor is using the social media.

• Inventory and assess a competitor’s social capabilities on their .com site and on the major social platforms

• Perform an internal assessment to understand our strengths and weaknesses versus our competition.

• Develop recommendations on how we can improve our competitive positioning.

A competitive assessment can uncover social capabilities and best of breed techniques your

competition is using, but you aren’t


The Action Plan Framework provides an execution roadmap

1. People/Ecosystems: Who & Where Are They?

2. Story Involvement: Are We Part of the Conversation?

3. Story Themes/Topics: Most Popular

4. Story Management: Are our key themes present in discussions and resonating with the marketplace?

5. Tactical Considerations

Assess/Benchmark Define Goal Actions/Program Evaluate

Communications

Most discussion is unbranded; We ranks third among brands discussed

44% of discussion around xxxxand related topics is unbranded. XX accounts for 15% of conversation, we and XX each account for approx. 8%. The rest of the conversation is divided amongst a highly divergent array of brands

Raise % of our branded conversations to 15% of the conversations

Through blog posts and.com sites, help define links that viewpoint to why/how we developed our offerings, as a reflection of our forward thinking view. We can also move the needle here with an active blogging and twitter strategy. And that includes having monitor discussions going on other blogs, tweets, and discussion forums

Change From

Benchmark

Example

LISTEN

UNDER-

STAND

PLAN

ENGAGE

Sections of the Recommendations & Goals report


Assess/Benchmark Define Goal Action/Plan Evaluate

Communications

Our mentions account for 8% of the overall conversation, ranking third among the brands (#1: XX, #2: YY)

•Our mentions tend to focus around their virtualization and data management solutions; our conversation focuses on risk management from an IT standpoint.•XX is the most discussed brand in the security conversation, with a 5.5% share of that conversation (75% unbranded).•XX is mostly discussed on blogs by tech bloggers, pundits/analysts, XX employees, consumers and IT professionals

•By end of 2Q, double our share of the security conversation to 10%, & move our brand from 3rd to 2nd in brand rating.

•Hold our position as the most widely discussed brand by these audiences

•Execute on activities recommended above (blog, tweet, comment on influencer blogs, etc.) Establish cadence of social activities.

•Leverage existing our secruity-related social initiatives.

Change From

Benchmark

22

The Action Plan Framework provides an execution roadmap

1. People/Ecosystems: Who & Where Are They?

2. Story Involvement: Are We Part of the Conversation?

3. Story Themes/Topics: Most Popular

4. Story Management: Are our key themes present in discussions and resonating with the marketplace?

5. Tactical Considerations

Sections of the Recommendations & Goals report

Example

LISTEN

UNDER-

STAND

PLAN

ENGAGE


4. A Critical Step Involves Linking The Social Media Plan To The Overall Marketing Strategy

Critical Marketing Linkages• Marketing Manager Assigned• Set Desired SEO Keywords• Key Stories , Themes and Messages• Planned Campaigns, Events and Product Launches

1 2

4

5

67

8

9

10Measure and

Harvest Insights

Empower Your

Advocates

Maximize Content

Distribution

Engage In The

Conversations

Develop Social Media

Content


Plan



Position


3Hold Action Plan

Framework Workshop


4. Link Social Strategy to Overall Marketing Strategy

� Understand what you want to accomplish.

� Support or link to goals in your overall marketing strategy.

� Gain support from all levels of the organization.

� The Social Strategy objectives should be “SMART” (specific, measurable, attainable, realistic, and time-based).

Some Example Objectives Of A Social Strategy

• Listen and Learn

• Build Relationships

• Improve Brand Reputation

• Content Generation

• Search Engine Optimization

• Customer / Partner Support

• Idea Generation

• Promoting Action

• Drive to Website

Critical Marketing Linkages• Marketing Manager Assigned• Set Desired Tag / SEO Keywords• Key Stories , Themes and Messages• Planned Campaigns, Events and Product Launches


5. Step 5: Develop, Launch and Manage The Plan.

Offering / Marketing Mgr.• Hosts Action Plan Framework Workshop• Determines SM objectives and documents SM marketing plan• Develops, launches, and manages SM plan through entire next cycle

1 2

4

5

67

8

9

10Measure and

Harvest Insights

Empower Your

Advocates

Maximize Content

Distribution

Engage In The

Conversations


Content


Plan



Position


3Hold Action Plan

Framework Workshop


6. Develop A Content Inventory and Distribution Plan

26

Developing a SM Content and Channel Distribution Plan

• What content do we have? What do we need to develop?

• What channels and social platforms will we use?


Determine Social Media Tools and Channels

27

Tool / Channel Purpose and Strategy

Monitoring Tool Listening to existing conversations. Understanding influencers.

Measurement Tool Analytics, dashboard, benchmark measurements,

Corporate WebsiteDetailed thought leadership content, case studies, links to all Social channels.

Community siteCollaboration space, customer care, forums, influencer programs,idea generation

Corporate Blogs Thought leadership, depth, engagement, linking & guest posts

Employee SME Blogs/Microblogs Thought leadership, depth, engagement, linking

Influencer & Analyst Blogs/Twitter Engage, Influence, Develop brand advocates

Twitter Headlines, engage, sales, solve service issues, competitor insight

Facebook Social, friendly, recruiting, link to community and blog, video

LinkedIn Groups, engagement, networking, recruiting

YouTube Videos, interviews, case studies, brand awareness

SlideShare Content sharing, thought leadership


28

Social Media usage history

3 http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/4 http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/

Spring 2012 Social Media User Statistics 4

LinkedIn 150M in Spring 2012; 175M users August 2012


Social Platforms


Steps 7-9: The Plan Gets Implemented and We Monitor The Social Media Conversations in Real-Time.

Monitor Social MediaUse Real Time Dashboard Tools

1 2

4

5

67

8

9

10Measure and

Harvest Insights

Empower Your

Advocates

Maximize Content

Distribution

Engage In The

Conversations


Content


Plan



Position


3Hold Action Plan

Framework Workshop


7. Engage In Conversations

Social media platforms help facilitate conversations between individuals, not companies. This step is all about building relationships with target audiences.

People want to have conversations with company representatives who are…

• Experts in their area,

• Passionate about their work ,and

• Empowered to act on the feedback they receive from the community..


8. Maximize Content Distribution

Key Objectives

– Drive content across networks

– Achieve optimal exposure

– Strive for consistent social experience.

– Increase participation

Based upon your objectives and target audience, there are different social media spaces in which we recommend they participate.


9. Empower Your Advocates

Why develop advocates?

– Build brand loyalists.

– Empower them to positively influence others

Advocates are trusted members (non-employees) of the online communities who can help you achieve your social objectives.

How to create advocates?

– Engagement (conversation)

– Transparency (visibility)

– Authenticity (honesty, straightforward behavior)


10. Measure and Harvest Insights For Management Review and For Input Into The Research Plan For The Next Cycle.

Review Cycle

1 2

4

5

67

8

9

10Measure and

Harvest Insights

Empower Your

Advocates

Maximize Content

Distribution

Engage In The

Conversations


Content


Plan



Position


3Hold Action Plan

Framework Workshop


10. Measure and Harvest Insights

Why understand the impact?– Measure progress.– Quantify return on investment– Benchmark against future efforts.

This is perhaps the most important, but also the most challenging step in the seven step social

media marketing process


NA ERA DIGITAL, TODOS NÓS SOMOS

PRODUTORES DE CONTEÚDO


O CONHECIMENTO E A CAPACIDADE DE INOVAÇÃO

DENTRO DAS EMPRESAS

UM TESOURO ENTERRADO


MÍDIAS SOCIAIS NAS EMPRESAS

UMA JORNADA


A MAIOR BARREIRA PARA INTRODUÇÃO DAS MÍDIAS SOCIAIS SÃO OS LÍDERES DAS EMPRESAS

• REPUTAÇÃO DA EMPRESA• SEGURANÇA DAS INFORMAÇÕES• PRODUTIVIDADE

“Social Media: Embracing the Opportunities, Averting the Risks” – EUA - Russel Herder e Ethos Business Law - 438 entrevistas

online realizadas em julho/2009 com executivos de empresas dos EUA


64% DOS CEOS DAS MAIORES EMPRESAS DO MUNDO NÃO ESTÃOPRESENTES NAS MÍDIAS SOCIAIS

Socializing your CEO: from (un)social to social - Weber Shandwick – pesquisas com os CEOs das 50 maiores empresas do

mundo

APENAS 12% DOS CEOSTÊM PERFIL NO

TWITTER OU FACEBOOK


MAIS DE 50% DAS EMPRESAS BLOQUEIAM O ACESSO DE SEUS FUNCIONÁRIOS ÀS MÍDIAS SOCIAIS


• 24% DAS EMPRESAS APLICARAM ALGUMA AÇÃO DISCIPLINAR EM FUNCIONÁRIOS QUE VIOLARAM AS POLÍTICAS DE USO DE BLOGS

• 11% REPORTARAM QUE DEMITIRAM FUNCIONÁRIOS POR TAL VIOLAÇÃO

A MAIORIA DAS EMPRESASAINDA TRATA AS MÍDIAS

SOCIAIS COMO UM PROBLEMA E RISCO

Proofpoint - Outbound Email and Data Loss Prevention in Today’s Enterprise 2010 - 261 empresas entrevistadas com mais

de 1 mil empregados.


OS FUNCIONÁRIOS QUE USAM MÍDIAS SOCIAIS NO TRABALHO SÃO 9% MAIS PRODUTIVOSQUE AQUELES QUE NÃO USAM

Fonte: Estudo da Universidade de Melbourne 2009


REDES SOCIAIS NAS EMPRESAS: UM PROCESSO EVOLUTIVO

INFORMAINFORMAÇÇÃO E ÃO E ENGAJAMENTO DOS ENGAJAMENTO DOS

FUNCIONFUNCIONÁÁRIOSRIOSATENDIMENTO AOS ATENDIMENTO AOS

CLIENTESCLIENTES

DESENVOLVIMENTO DESENVOLVIMENTO DA FORDA FORÇÇA DE A DE TRABALHOTRABALHO

RELACIONAMENTO RELACIONAMENTO COM O MERCADOCOM O MERCADO

INOVAÇÃO COLABORATIVA

MARKETINGMARKETING


INFORMAINFORMAÇÇÃOÃO

HIERARQUIAHIERARQUIA

COLABORACOLABORAÇÇÃOÃO

COMUNIDADESCOMUNIDADES

AMBIENTE FECHADO

AMBIENTE CONTROLADO

AMBIENTE LIVRE

REDES SOCIAIS NAS EMPRESAS: UM PROCESSO EVOLUTIVO


UM AMBIENTE COLABORATIVO ATRAVÉS DAS FERRAMENTAS DE MÍDIAS SOCIAIS...

POTENCIALIZA ASCOMUNIDADES

CRIA NOVOS RELACIONAMENTOS

CRIA ILHAS DE COMPETÊNCIA

DESCOBRETALENTOS E EXPERTS

IDENTIFICA OS INFLUENCIADORES


Futuro se torna passado rapidamente!

© 2012 IBM Corporation, 2012

Obrigado pela Atenção

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SEWF Strategies for Social Media