Organizing for Social Media
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#Organize
Organizing for Social Media
June 4, 2010
#Organize
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Today’s Speakers
Larry WeberChairman
Digital Influence Group andRacepoint Group
@thelarryweber
Moderator
Greg MatthewsSocial Media Director
WCG (Formerly Humana)
@chimoose
Steve GoldbachPartner
Monitor Group
@steven_goldbach
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About Us
Full service digital agency that is social media at its core
A global public relations agency that helps clients harness the power of both traditional and social media to strengthen reputation and drive business
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Introducing Larry Weber
Chairman
@thelarryweber
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New Rules of Engagement
Brand is dialogue
Customers determine brand value
Enterprise + user-generated content
Virality based on content
User reviews
Publishers build relationships
Bottom-up strategy
Invest for growth – Measurable ROI
Old Marketing New Marketing
One-way communication
Brand recall is holy grail
Content controlled by marketers
Virality driven by flash
Expert reviews
Publishers control channels
Top-down strategy
Emphasis on cost – CPM
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Social Media is EVERYWHERE
Breaking down walls between:
• Marketing disciplines • PR, Advertising, Events, Promo
• Marketing and other functions• IT, Customer Service, HR
• Enterprise and external stakeholders• Customers, resellers, investors
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Social Media Cross-Functional Steering Committee
CEO
HR
MKTG
IT
LEGAL
OPS SERVICE
PROD DEV
MKTG OPS IT HR SERVICE
Strategy, Governance, TechnologyBest Practices, Training, Leadership
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New Social Media Roles – A Strategic Approach
STRATEGY& PLANNING
Social Strategist
Creative Director
User ExperienceDesigner
Technology Guru
Engagement Manager
Content Manager
Media Planner/
Buyer
Social Media Analyst
SOCIALEXPERIENCE
DESIGN
ACTIVATION &SUSTAINMENT
MEASUREMENT & ANALYTICS
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Where do we go from here?
• Establish the Social Media Cross-Functional Steering Committee
• Set enterprise social media goals and measurement metrics
• Do a social media skills audit across your organization
• Supplement internal resources with external expertise
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Introducing Steve Goldbach
PartnerMonitor Group
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About Monitor
We grow organizations
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About Monitor
We grow organizations
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Integrated MarketingMost Critical Issue Facing Marketers
Most Brands
All Brands
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39
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Less thanMost
Excellent /Very Good
Good
The Rest
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48
27 Achieving “integration” is critical to succeeding in social media
Incidence of “Integrated Marketing Programs”
in Company
Quality of Integrated Marketing Programs
Source: ANA Survey on Integrated Marketing
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One dominant model for reaching consumers
Integration…the old way
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Today, Integration Means Using Everything
CONSUMER
Marketing Silos . . . How Do Consumers
Experience Our Plans?
Matched with Agency Silos
PublicRelations
Digital Agencies
In-Store Marketing
Design
Ad Agency
Hispanic / AA Agencies
Corp. Comm.
Social Media
Shopper Marketing
Design
Mkt Comm
Ethnic Mkt
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A Better Way for Integration
Multiple alternate “Channel Pathways” to reach and engage consumers through the purchase cycle
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Three Areas to Address in Marketing Organizations
PROCESSES, SYSTEMS &METRICS
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Changing the Marketing Mix Isn’t Enough
• Process and system are set to rhythm and requirements of the old mix
• Resources available are over-specialized, i.e. not very useful in the new mix
― People, data and tools• Metrics/measures are
inappropriate― Lack good measures for parts
of the new mix― Old measures are misleading
0%
50%
OnlineOut of Home
PrintDirect Mail
TV Mobile
Percentage of Marketing Spend
New Channel
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From Film to Newspapers
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Organization Capabilities for an Evolving World
OBSERVATION ORIENTATION
DECIDEACT
THE OODA LOOP
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OODA Suggests Flexibility and Adaptability
FOOTBALL HOCKEY
COMMUNICATION INTEGRATORS
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Design Thinking in Social Media
RELIABILITYWere we consistent?
Everything is ROI focused and needs to be accountable. That’s why this program has taken so long to develop.
We want to make sure everyone is comfortable behind this.”
― Media Manager/Interactive Specialist, CPG Company
VALIDITYWere we right?
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How to Build Communications Integrators
Organize around the consumer / customer
Encourage and protect experimentation budgets
Moratorium on new silos / break down existing ones
Rotation programs – for agencies and marketers
Stop firewalling outside world
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Introducing Greg Matthews
Social Media DirectorWCG
@chimoose
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control vs grassroots
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Corporate Tension
flickr photo by Jer Kunz http://www.flickr.com/photos/jkunz/3488123225/
The CW Photo by Eric Ogden
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Org Chart vs Network
flickr photo by Matt Lemmon http://www.flickr.com/photos/mplemmon/3060213691/
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What is it we’re trying to achieve?
• More customers• More profitable customers• More efficient operations• Greater customer satisfaction• Tighter supply chains• Broader organizational capability• Deeper employee engagement• More effective strategic partnerships
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What can everyone agree on?
Authenticity
Active Listening
Going Where They Are
Personal Voice
Learning Through Action
Sharing - Open Source
CO
RE
PR
INC
IPLE
S
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Social Media Truisms to Ponder
• Top-level sponsorship is essential
• You’ve got to have a well-planned strategy before you start
• Don’t be a “me too”
• Heavily regulated industries can’t really “do social”
• You can outsource it to your agency
• Your employees will be a liability
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Questions from the Audience
Feel free to type in your questions for Larry, Steve and Greg
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Additional Resources
1. To share the recording of this webinar
www.racepointgroup.com/digital/resources.cfmwww.digitalinfluencegroup.com
2. A white paper will be available in 2-3 weeks at same websites.
3. Other questions, contact:Jackie Lustig at jlustig@w2groupinc.com
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