Organizational Social Media Whos in control?

July 20, 2011

W. David Hubbard

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Theres Something for Everybody in Social Media

And the well known sites Facebook, Twitter, and You Tube are not even shown here
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Key Social Media Business Objectives

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Key Social Media Business Objectives

Engage consumers in dialogue on a real-time basis Connect consumers to business initiatives, products, and services, and promotional campaigns Create and foster a consistent brand message and image Address complaints, concerns, etc. Support business transformation to drive innovation and growth
Employees Customers Partners
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Any Device/Any Where

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We need a Social Media Owner

Collaboration Communications
&

Messaging

Unified Experience

customer service

PC Applications

Mobility/ Web

Should social media be owned by the whole organization or one person/department? Should social media experts hold the reigns and communicate and plan with other departments? Should ownership be spread over a range of departments with one leading the initial foray? While each department has specific objectives and a way of communicating organizational messages, at the end of the day, someone has to own the strategy, or no one will
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Centralized or Decentralized
Centralized Without a centralized hub you risk brand integrity, dilution and also market confusion Easier to shape and manage your company messages allowing for more control Simplifies the mechanics of posting updates and information Cost effective - Can train a smaller team May not work for an organization with international or regional differences in operations, time zones, etc. Decentralized Increases opportunity to engage with audiences at different levels of organization Encourages communication in a coherent standardized voice among many groups Creates risk with more access to social media accounts and less control over messages.

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Internal vs. External: Agencies Run Social Media

Agencies can be more focused on social media issues and are less distracted by other organizational issues Agencies can have unique expertise on social media that most businesses dont have

Concerns:
Should there be an in house team with solid oversight over any consultants or outsourced agencies? Can an outsourced agency effectively set and manage the companys strategy? Will you review and/or preapprove all of the agency posts, tweets, etc?

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Agency Pitfalls: Ask Chrysler

Agency contractor accidentally tweeted a profanity laced post criticizing Detroit drivers from Chryslers official Twitter account.
Tweet : I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to F*&$%ng drive.

Hashtag #motorcity actually represented a Chrysler campaign in market at the time of the profane tweet. Agency was hired by the marketing team to manage consumer facing pages (e.g., twitter and facebook). Chrysler PR team had separate media facing pages and was not informed and thus not able to quickly obtain details and respond to complaints about the Agency managed pages. Agency was ultimately fired.

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Social Media is Marketing

Social Media allows marketers to engage with audiencesproviding valuable content, interaction, tools, and tips which engender customer loyalty and attract new fans. Examples include: product announcements, posting of coupons/offers, promoting marketing events, conducting research polls, twitter chats, and blog comments, etc. . . Marketing departments are often comprised of those who understand social media the best.
Marketing Objectives: Increase brand awareness, preference and consideration Improve cost-effective acquisition of customers Increase brand loyalty and improve performance Drive awareness and understanding through engagement Increase WOM and positive sentiment around products / services Bolster in-market campaigns and offers through social channels Drive an authentic and consistent branded experience across social media platforms

If your company is doing any of the above, its clear that social media is marketing.

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You will be held accountable!

Marketers are not the only ones directing the message. The public plays an active role too, and now customers, prospects, and even competitors, can use one of many social media outlets to build, maintain, protect, or ruin your brand. Aflac
Forced to fire spokesperson Gilbert Gottried over Japanese earthquake jokes on Twitter Aflac is top foreign insurance company in Japan getting 75% of foreign revenue from that market.

Kenneth Cole & Groupon

Kenneth Cole sent out a tacky tweet that used the turmoil in Egypt to help promote their new spring fashion collection. Groupon super bowl ad inappropriately made light of the struggles endured by the people of Tibet. Consumers used Facebook, Twitter, and blogs to cry foul and threaten boycotts against both.

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Social Media is Public Relations

Social Media is a method of Communications: its a source of news, and information directly from a brand or company. Blogs, social networks, micro blogging, podcasts/webTV, wikis/collaborative software, etc. all are PR PR tactics tend to be informational, rather than sales focused PR tactics tend to emphasize a dialogue versus a monologue (embrace longer forms of communication) PR professionals have creative and storytelling capabilities necessary for Social Media success. They are used to speaking for the company and know what the appropriate messages are for followers.

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Additional PR Social Media Objectives

Advance and protect the companys brand, reputation, products and services, and policy positions Inoculate the company against threats and monitor digital media as an early warning system for hot-button issues Execute campaigns that support company plans to grow revenues in all business units. Supplement, drive and enhance traditional media campaigns Develop and enhance relationships with new media journalists; social media influencers Use social media to bypass traditional media and speak directly to customers Its clear that social media is public relations!

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Greenpeaces Facebook Page

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Nestles Facebook Page

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Dominos Pizza
Two employees posted a disgusting video on You Tube in which they adulterated the pizza In addition, to reporting to the police, Dominos Pizzas CEO posted his own video, apologizing for what consumers saw and assuring them that such things were not condoned nor practiced at Dominos Story was featured on Today show, other traditional media, and blogosphere all applauding Dominos open communication and willingness to engage in a conversation about the problem.

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Social Media is Customer Service

Social Media allows businesses to listen and engage consumers where their consumers are and offers an opportunity to make improvements to the business based on Social Media interaction Companies engage in social media to handle complaints, praise, problems, etc. and provide outstanding customer service in a cost-effective manner. Most consumer issues are support and service related. Customer service and Social Media alignment is key to a common and consistent customer experience (Is what you say online consistent with the experience in a call center?) Companies can proactively educate based on support options and enhancements, e.g. Forums, wikis, etc.

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Questions for Customer Service

How will social media improve the customer experience? What will agents look for when monitoring the social media landscape? How will agents respond to/interact with customers via social media? How can social media help the call center/enterprise build its knowledgebase? How will you train? Social Media teams should be trained on the companys specific social media strategy as well as the call center specific policies and practices. The key is to get the right information to the right people quickly

Concerns with Social Media as customer Service

Customer service isnt always on as Social Media
Do you respond 24/7? Will someone always be there? If not, will you let people know when you are and are not? Speed of response is an important measure of success Much to filter out the customer you are listening to is often not even talking to company directly.

Its not just what you put out, but what people say in response.
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United Airlines
United broke a passengers guitar (Dave Carroll) resulting in $1200 of damage United refused to pay for the repairs. In response, passenger launched a humorous music video to draw attention to Uniteds consumer support issues on You Tube. Video has had over 6 million views. After two other videos, and United donating the cost of the guitar repairs to charity per the musicians requests, United managed to lose the musicians bags. The story was reported to millions and was the lead on CNN (Situation Room) As a result, Uniteds stock value fell considerably. In addition, U.S. Sen. Barbara Boxer (D-Cal.) is championing the Airline Passenger Bill of Rights Act of 2009, citing the United debacle.

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Social Media is Corporate Technology

Social Media is a technology play. Brands are using new technologies to reach and engage with their communities on the web and via mobile. Social Media tools are just like email, instant messaging, phones, etc. which are all managed by IT. Concerns with Social Media run by IT No external focus. While social media may be technical in nature, companies need to strategically engage with the marketplace. IT generally does not serve that purpose.
Work/Office
Numbers Work Mobile

Home/Family

Personal Family / Friend Personal Mobile Work / Office

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IT Social Media Concerns

Network management of new Customer/employee Touch-point Security/Monitoring (employees, topics, leaks, fraud, SPI/CPNI) Scale Requirements (all + potential customers/employees) Consistency and Standards ( knowledge, workflow, categorization) Trends vs. Transaction vs. Push Management Integrating with existing platform and optimizing existing assets Leverage existing social/open APIs as relevant (Google, Twitter,)

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Social Media Technology Strategy

1 2
Listening & Monitoring Knowledge Sharing and Integration
Standard/consistent answers Leverage authored and UGC content

3
Categorization & Business Intelligence
Categorization Metrics Integration (.com clickstream, VOC, sales,) Outbound Campaign Integration

4
Workflow & Alerts
BPEL/Condition (category, subcategory, threshold, peak alerts,) based Routing Alerting

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Communication

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Internal Enterprise Collaboration
- Expertise Search - Groups - Ideas - VZ Talk (Internal Twitter)

and Desktop Integration

Wide Deep/VOC Target Outbound/Campaign Coordinated

Email Integration Chat Integration Customer Contact History Verizon.com Integration

Integrate monitoring with & tune: Traditional marketing Use it to track offline initiatives Social only promotions (social coupons) PR news releases Investor updates Fraud/security related needs

Measure/categorize/prioritize: Interactions with UGC Volume of UGC VOC/facts/sentiment from UGC Traffic/links related to UGC Revenue related to UGC Branding metrics

Integrate with traditional VZT/VZW workflows (iGO, iSITE, WFM,) Integrate with critical processes (complaints, campaigns, PD,)

Integrate with AMT/AIMS Integrate with KANA/ecrm Integration with myverizon

Enlist full power of verizon resources/SMEs Iterative optimization of priorities/process/reaction speed Connecting the dots inside UGC=User Generated Content
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Social Media Issues Right Now in Sports

International Olympic Committee
Encouraging competitors to post, blog, and tweet about experiences during the summer Olympics in 2012, but forbidding the use of social media to advertise or sell products or share videos from Olympic venues. Also prohibits comments re: competitors, obscenity, and vulgarity. Communications blackout within 90 minutes of kickoff that prohibits use of cell phones, electronic devices, or social media. Punishable with $25,000 fine. Coaches face $1m fine for retweeting their players during lockout. Can follow players but a mention or retweet will be a violation with fine and maybe loss of picks.

NFL

NBA

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HR Owns Social Media

Social Media should be standard policy for the entire company and thus administered by HR. HR can work with other departments (marketing, PR, etc.) on the strategy and to address issues, problems, etc. HR can facilitate employer monitoring of social media on-the-job to avoid Possible liability for torts committed by employees (defamation, harassment, infringement)
Pre-Employment: Recruiting Post recruiting information, solicit applications, reach jobseekers around the world Enables potential applicants to gain a sense of the company and gauge whether they would be a good fit Lets potential applicants "hear" from current company employees Applicant Evaluation Use of external blogs/social networks to "mine applicants Use of external blogs/social networking sites to vet applicants

can give clues to an applicants analytical skills, communication skills, tact, and general maturity Can provide insight as to how others feel about the applicant Can help potentially avoid negligent hiring claim

Its clear social media belongs in Human Resources

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"Facebook IQ"
Some recruiters look at Facebook pages to get an estimate of the individuals IQ, personality traits and whether they would be a "good fit" Are they outgoing, as might be needed for a sales job? Do they use creative phrases and correct grammar? What books or activities do they reference (if any)? Number of "friends" social skills Look at comments by "friends" for more insight

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Employees Busted!
Nintendo employee posted an "inexcusable behavior" blog, listing insulting comments about her fellow female workers; not well received Teacher who was too friendly with his students. He had a MySpace page which was considered too "peer-like" and the school board asked him to take it down. He did, but (proving their "peer-like" point) just put up a new one. Fired. University of New Mexico Hospital workers took cell phone pictures of patients and posted them on MySpace. Also fired. Swiss employee took day off work for migraines and said she couldnt work in front of a computer then was active on Facebook that day. Also fired.

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It Begins and Ends with Legal

There are tons of legal issues that must be considered in social media Possible intellectual property infringement Possible dissemination of trade secrets or company confidential or proprietary information Privacy issues Laws restricting monitoring Common law protections against invasion of privacy Constitutional protections: First and Fourth Amendment claims Electronic Communications Privacy Act of 1986 Record retention policies And more. . .

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Enabling Social Media

Implementing a new social media structure means changing from an outbound communications machine to an organism interacting with a larger community of stakeholders.

Customers

PR

Employees

General Public

Company

Potential Buyers

In a socially enabled environment, a majority of an organizations departments can and will receive direct feedback from its customers. As a result, the structure of corporate communications will change. Not only will departments communicate outwardly, but ideally will also serve as intermediaries, reflecting stakeholders input routed accordingly through the organization.

HR
Influencers Investors

*Source: Geoff Livingston: Whitepaper Social Media Integration

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We are One! ! !
Social media should be owned by everyone and classified as an organization-wide endeavor. Various departments must work together to coordinate the use of social media tools and ensure that the organizations goals are met. Internal communication and collaboration is critical for avoiding brand confusion and ensuring consistent implementation of cohesive strategies that benefit the organization overall. Consider this: Can your PR expert successfully join a technical or discipline-specific conversation?

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Verizon Social Media Goals

Verizon will listen, engage and amplify conversations and experiences for consumer and business audiences Build brand equity & deepen customer relationships Create and operate an authentic, conversational best in class social media experience Grow sales and revenue from social media audience Provide best in class customer support for social media Listen - monitor social media sites for complaints, questions and issues in a cost effective manner Engage - Selectively engage and respond to resolve customer issues

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Confidential and proprietary material for authorized Verizon personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

Confidential and proprietary material for authorized Verizon personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

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Confidential and proprietary material for authorized Verizon personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

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Verizon Social Media Vision

Establishing a multi-layered steering committee Developing best in class practices, tools and guidelines Developing and implementing a listening and response strategy Implementing an approval process Creating and managing social media properties Establishing benchmarks & metrics scorecards

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Making Your Ownership Decision

Best Practices:
Start with your goal: it will help define ownership Have a strategic planIts not that expensive to start the conversation , but do you have the budget to continue it? Identify and listen to existing social media conversations and segments. Empower and encourage internal organizations to participate in process Create and cultivate conversations and communities where your customers (and employees) are Create a universal set of tools, assets and guidelines to drive consistency regardless of ownership Continually measure, audit and benchmark performance Ensure appropriate IP legal processes, contracts, and approvals are in place. Ensure your social media presence reflects the nature and culture of the company itself.

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Thank You!

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