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© Grant Thornton LLP. All rights reserved. © Grant Thornton LLP. All rights reserved.
SOCIAL MEDIA IN THE ENTERPRISE
by Danny Miller, Principal & National Practice Leader
Cybersecurity & Privacy
Regional Practice Leader – Business Consulting
April 2012
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LEARNING OBJECTIVES • Advantages of using Social Media and
associated Risks
• Using Social Media in Marketing – the case for
innovation in social media
• Coaching personnel on using social media
• Creating policies for social media in the
enterprise
• Identify activities that should be considered
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WHAT IS SOCIAL MEDIA? • Social networking
– Social profiles
– Social network analysis
• Social collaboration
– Wikis
– Blogs/micro blogs
– Collaborative office
• Social publishing
– Content sharing
– Content aggregation
– Social publishing
• Social feedback
– Social rating, ranking, commentary
– Social content structure
Social media is an online environment created for
the purpose of mass collaboration, enable content production,
sharing and interactive, influencing dialogue.
Social technologies enable
social media
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Social media landscape can be overwhelming if there isn't a clear purpose, objective, and focus
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WHY IS THIS IMPORTANT? • 90% of US B2B decision makers use social media in their
buying process
• 59% of B2B buyers engaged with peers who addressed
their challenge, 48% followed industry conversations on
the topic and 37% posted questions on social networking
sites looking for suggestions
• The Internet is the C-Suite's top information resource
(74% of C-Level executives say it’s very valuable)
• 53% of C-level executives said they prefer to locate
information themselves
• 6 out of 10 C-Suite executives conduct more than six
searches a day
Source: Buyersphere ebook, Enquiro
Forrester Research, How to take B2B
relationships from Indifferent to Engaged: Jan
2009
Forbes Insight – The Rise of the Digital C-Suite
June 2009
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WHAT IS THE VALUE?
• Enhance brand awareness
• Increase word of mouth referrals
• Share information with current and prospective
business partners
– Develop new business
• Strengthen customer relationships
– Cross sell services
• Help people find and work better with company
• Help to find talent to work for the company
Colleagues
Networks
Friends Teams
Personal
Professional
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Over 160 million people per month (50% of total U.S. population) use social media
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Enterprises "micro-segment" their audiences by creating multiple social media accounts
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As an extreme example, the U.S. Marines have 300 social media accounts
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Use of social media is expected to increase significantly over the next 12 months
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HOW DO YOU BUILD INNOVATION USING SOCIAL MEDIA?
• Increase the velocity of direct communication with clients
• Ability to bring a "viral" message to organizational culture, products or something key to
the organization's strategic priorities
• Take advantage of "social analytics" to understand your audience and better focus on your
customer base
• Control the message related to your organization
• Ability to monitor and understand customer perceptions of the company's brand
• Better visibility, online exposure and increased traffic to website
• Opportunity to build relationships and intimacy with customers
• Ability to measure the frequency of the discussion about the brand
• Early warning of potential product or service issues
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SOCIAL ANALYTICS
• Purest form of Customer Relationship Management (CRM)
• Purpose is to create an intimate connection between your company, products, employees
and culture to a target group
• Ability to receive data from constituents in real-time
• Case Examples
– Predicting product returns based on feedback
– Harvest information on trends, preferences
• Taking "big data" from different sources to produce valuable insight into sales, demand,
returns and trends that would help drive supply chain behavior
• Understand the loyalty loop (keeping customers close and coming back) using information
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SOCIAL MEDIA STRATEGY
• First step is to understand the company's business plan and the overall strategy of the
business
• A social media strategy must align to the business's overall goals and objectives
• Gauge and balance the risk of embracing social media to innovation benefits
• Decide what you want the world to know about you and then define how to get the
message out through social media outlets
• Have a risk mitigation plan in place before you implement your social media entrance
• Decide what are the definable benefits of entering into social media
• Develop a policy for the company in using social media
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WHAT ARE THE RISKS?
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How concerned are executives about potential risks of social media?
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The concerns are justified by review of significant social media crises
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A broken guitar attracts over 10 million views.
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Preparedness: More than half (61%) of respondents indicated their organizations do not have an incident management plan
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Preparedness: More than three-quarters (76%) of respondent companies do not have a clearly defined social media policy
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SOCIAL MEDIA POLICY: KEY POINTS
• How should employees respond to company references in social media?
• How should employees represent themselves?
• Who should officially communicate on behalf of the company?
• When to fact check something (references to legal issues)?
• Guidelines to avoid conflict
• Prohibiting the sharing of non-public financial and personal information
• Properly crediting sources
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SAMPLE SOCIAL MEDIA POLICY
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Marketing is most often responsible for monitoring the social media policy.
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COBIT PROCESSES FOR MANAGING IT (Including Social Media)
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CONCLUSION
• Social media and its associated analytics provides another tool to assist enterprises in
enhancing their connection to customers and to drive innovation and profit
• Many executives in the survey acknowledge there is risk involved in social media, yet this
risk has not been well defined for them
• Governance structures to monitor compliance and manage risk associated with social media
trends are emerging
• As the negative incidents associated with social media begin to receive public attention,
senior leaders will need to react – and look for thoughtfulness and good planning
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ACTIVITIES YOU SHOULD CONSIDER
• Perform a periodic social media audit
– Risk management
– Policies
– People/Awareness
– Processes
– Technology
• Develop a governance strategy that addresses:
– Strategy development
– Policy development
– Training
– Monitoring and enforcement
• When launching a new social media tool, perform a risk assessment
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CONTACT INFORMATION
Danny Miller, CISA, CGEIT, CRISC, ITIL, QSA
National Practice Leader - Cybersecurity and Privacy
Grant Thornton, LLP
A QSA Company
[email protected]
215.622.3155
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GRANT THORNTON/FEI SOCIAL MEDIA SURVEY
• Survey of 141 senior financial executives along with in-depth interviews conducted by the
Financial Executive Research Foundation
• Interviewees roles included CFO, COO, CRO, EVP and VP of finance
• Industries included retail, advertising, life sciences, manufacturing, recycling, financial
services and consulting
• 97% of respondents' companies were headquartered in the US
• Participants were questioned about the following areas:
– opinions regarding social media
– use of social media
– concerns about the risks surrounding social media
– social media policies
– concerns about identity theft and data security