Important strategic considerations when embarking on the use of social media for business

1. C-­‐Suite:
It’s
Time
to
Step
Up
Sandi
Hester
Kathleen
Holland
Katherine
Magee
© January 2013 KMH Associates

2. Don’t
Be
An
Ostrich!
Execu6ves
have
a
cri6cal
strategic
role
to
play
in
guiding
social
media
across
their
organiza6ons
Do
you
know
why?
Do
you
know
how?
© January 2013 KMH Associates

3. Why
Social
Media?
Why
Now?
57%
of
businesses
plan
95%
of
the
top
100
to
increase
social
companies
use
TwiIer;
YouTube
has
490
23%
of
these
use
it
as
a
media
spending
million
unique
users
customer
service
pla_orm*
who
visit
every
month
Wikipedia
There
are
465+
million
LinkedIn
is
the
36th
authors
total
TwiIer
accounts
most
visited
website
in
over
91,000
the
world
contributors
Each
FaceBook
user
spends
on
average
Google+
has
more
15.5
hours
/
month
on
But…only
38%
of
CEO’s
than
25
million
users
the
site
label
social
media
as
a
high
priority
Source:
www.jeullas.com
and
*simplymeasured.com
2012
© January 2013 KMH Associates

4. Why
Social
Media?
Why
Now?
People
use
social
media
every
day
without
thinking
about
it.
Think
about
it!
It’s
6me
to
stop
relega6ng
a
cri6cal
business
lever
to
the
most
junior
people
in
the
company.
It’s
6me
to
step
up
and
provide
the
oversight
to
effec6vely
link
social
media
with
your
corporate
objec6ves.
© January 2013 KMH Associates

5. Eight
Things
to
Think
About
1. Keep
your
eyes
on
the
prize
2. RIP:
Silos
3. Make
social
media
part
of
your
culture
4. The
bigger
the
reward,
the
greater
the
risk
5. The
power
is
shieing:
Your
corporate
reputa6on
is
in
the
hands
of
many
6. Make
the
customer
your
Chief
Content
Officer
7. The
Earth
loves
social
media
8. What’s
old
is
new
again
© January 2013 KMH Associates

6. 1.
Keep
Your
Eyes
On
The
Prize!
What
are
your
corporate
mission
/
vision
/
values
and
objec6ves?
How
are
you
measuring
them?
How
does
social
media
impact,
enhance
or
detract
from
your
achievement
of
those
key
performance
indicators
(KPI’s)?
© January 2013 KMH Associates

7. 1.
Keep
Your
Eyes
On
The
Prize!
Corporate Mission/Vision/Value/Objectives
Marke6ng
Research
Customer
Serv
HR
Objec6ves
Objec6ves
Objec6ves
Objec6ves
Marke6ng
Research
Customer
Serv
HR
Strategies
Strategies
Strategies
Strategies
Marke6ng
Research
Cust
Serv
HR
Implementa6on
Implementa6on
Implementa6on
Implementa6on
Tradi6onal
Social
Tradi6onal
Social
Tradi6onal
Social
Tradi6onal
Social
Ac6vity
Ac6vity
Ac6vity
Ac6vity
Ac6vity
Ac6vity
Ac6vity
Ac6vity
Tradi6onal
Social
Tradi6onal
Social
Tradi6onal
Social
Tradi6onal
Social
KPI
KPI
KPI
KPI
KPI
KPI
KPI
KPI
Insights
Results/
Insights
Results/
Insights
Results/
Insights
Results/
Note:
applicable
to
all
corporate
departments
Total Results/Insights
© January 2013 KMH Associates

8. 2.
RIP:
Silos
Social
media
is
not
a
strategy,
and
it
does
not
belong
to
the
marke6ng
department
alone.
To
drive
meaningful
business
results,
social
media
must
be
integrated
across
the
whole
enterprise.
RIP RIP RIP RIP
Marketing Human Research Customer
Resources Service
Note:
applicable
to
all
corporate
departments
© January 2013 KMH Associates

9. 2.
RIP:
Silos
Silos
inherently
create
inefficiencies,
inconsistencies
in
messaging
and
confusion
both
internally
and
externally.
Bring
together
senior
representa6ves
from
HR,
Legal,
IT,
Marke6ng,
Risk
Management,
PR,
Sales,
Customer
Service
and
any
other
affected
func6ons
to
ensure
consistency
and
clarity
around
your
messaging
and
alignment
to
corporate
goals.
Human Find your
Marketing / Resources point of
Sales social media
optimization!
Customer
Legal
Service
Note:
applicable
to
all
corporate
departments
© January 2013 KMH Associates

10. 3.
Make
Social
Media
Part
Of
Your
Culture
Social
media
is
a
powerful
communicaUon
tool
that
should
be
embraced
across
the
organizaUon
External
Pla_orms
Corporate
Brand
Building.
Beyond
the
official
spokespeople,
employees
can
play
a
cri6cal
role
in
building
your
corporate
brand.
It
is
very
powerful
for
customers
to
hear
an
employee
endorse
where
(s)he
works
and/or
stand
behind
the
products
they
make.
This
helps
you
not
only
sell
more
product
but
also
aIract
great
talent.
Internal
Pla_orms
Employee
Engagement.
Social
media
enhances
internal
communica6on
objec6ves.
It
is
especially
powerful
if
the
employee
is
encouraged
to
comment
and
is
heard.
InnovaUon.
Social
media
enables
greater
innova6on
within
the
organiza6on
by
encouraging
ongoing
collabora6on
and
idea6on.
© January 2013 KMH Associates

11. 3.
Make
Social
Media
Part
Of
Your
Culture
Things
to
think
about:
1.
Policies
and
training.
A
social
media
policy
should
clearly
outline
the
“do’s
and
don’ts”
as
well
as
why
social
media
is
important
to
the
organiza6on
and
its
role
in
achieving
the
corporate
objec6ves.
Then
train,
train
and
retrain.
2.
An
internal
social
media
network.
Building
internal
tools
that
mimic
well-­‐
known
external
tools
will
facilitate
the
social
communica6on
in
a
protected
and
confiden6al
environment.
Examples:
•
on
line
profiles
(think
LinkedIn)
•
blogs
•
chat
rooms
(by
topic
or
func6on)
•
recogni6on
boards
(think
Pinterest)
•
webinars
•
games
© January 2013 KMH Associates

12. 4. The Bigger The Reward,
The Bigger The Risk
Success
in
social
media
is
measured
by
greater
visibility
for
your
company
and
your
employees;
however,
as
the
number
of
“eyes”
on
your
organiza6on
increases,
so
does
your
need
to
manage
the
poten6al
risks
that
come
with
greater
transparency
EXPOSURE
REWARD
(Audience/Klout)
RISK
(Reputa6on/Security/Legal)
© January 2013 KMH Associates

13. 4.
MiUgaUng
PotenUal
Social
Media
Risk
Things
to
Think
About:
1. Before
embarking
on
your
social
media
ini6a6ve,
perform
a
risk
assessment
&
iden6fy
controls
that
could
mi6gate
a
por6on
of
the
risk.
2. Establish
clear
policies
that
dictate
what
can
and
cannot
be
shared.
Create
the
capability
to
capture
and
log
all
communica6ons
and
monitor
on
a
regular
basis.
3. Make
sure
you
have
the
resources
(human,
financial
and
digital)
in
place
to
handle
the
social
media
aIen6on
4. Implement
safeguards:
social
media
is
a
channel
unprotected
by
typical
informa6on
security
safeguards
5. Have
a
plan
to
monitor
social
media
channels
on
an
ongoing
basis:
your
company
needs
to
stay
current
on
social
media
chaIer
© January 2013 KMH Associates

14. 5.
The
Power
Is
ShiZing!
Your corporate reputation is in the hands of many
Balance of Power Balance of Power
Less than 5 years Ago Today
Employees
as
Corporate
CommunicaUons
Subject
MaIer
Employees
as
•
Carefully
craeed
messaging
Experts
Ambassadors
•
Selected
targets
and
media
Building
Their
own
Brand
Etc,
Etc,
Etc
Opinion
Suppliers
Your
Leaders
Brand
Customers
Networkers
Corporate
Corporate
Communica6ons
Communica6ons
Carefully
Craeed
Social
Conversa6ons
Messages
© January 2013 KMH Associates

15. 5.
The
Power
Is
ShiZing!
Social
media
facilitates
the
inclusion
of
all
stakeholders
in
forming
a
brand.
It
can
be
highly
beneficial
as
advocates
are
more
credible
than
corporate
spokespeople.
Be
Aware:
1.
Consistency.
This
means
“living
your
brand”
or
prac6cing
your
brand
values
when
dealing
with
all
stakeholders.
Trea6ng
a
supplier
unfairly
becomes
part
of
the
collec6ve
discussion
with
customers.
2.
Transparency.
People
expect
it.
Everything
you
do
is
up
for
discussion,
from
employment
prac6ces
to
material
sourcing
to
produc6on
methods.
Be
prepared
to
talk
about
all
aspects
of
your
business.
3.
Engagement.
Ensure
that
you
are
part
of
the
conversa6on
in
a
meaningful
way.
Don’t
let
your
brand
image
develop
by
default,
but
remember
–
be
social.
© January 2013 KMH Associates

16. 6.
Make
The
Customer
Your
Chief
Content
Officer
Customer
reten6on
and
aIrac6on
are
key
business
drivers.
Social
media
plays
a
role
both
in
reac6ng
to
any
poten6al
issues
and
proac6vely
engaging
customers,
ul6mately
crea6ng
brand
advocates.
Content
is
the
top
challenge
faced
by
social
media
experts
today.
Both
the
quality
(engaging)
and
quan6ty
(maintaining
an
editorial
schedule
in
perpetuity)
of
content
keeps
them
up
at
night.
To
tackle
this
challenge,
think
of
your
customer
as
your
Chief
Content
Officer.
Create
content
that
speaks
to
their
agenda
not
yours.
Seek
out
content
in
areas
where
they
have
interests
and
passions.
But…make
sure
you
know
how
it
links
to
your
objec6ves.
© January 2013 KMH Associates

17. 6.
Make
The
Customer
Your
Chief
Content
Officer
Consider
seung
your
objec6ves
from
the
customer’s
perspec6ve:
I
want
to
be
treated
with
respect
I
want
to
be
more
environmentally
conscious
I
want
“no
hassle”,
a
simple,
easy
buying
process
I
want
more
value
I
want…….
“Focus
on
how
to
be
social
not
on
how
to
do
social”
Jay
Baer,
Author
The
Now
Revolu6on
© January 2013 KMH Associates

18. 6.
Make
The
Customer
Your
Chief
Content
Officer
CriUcal
Success
Factors:
1. Understand
your
target
market
–
their
passions
and
interests.
2. Engage
experts
/
influencers
in
areas
of
interest
/
internal
thought
leaders.
3. Leverage
content
across
mul6ple
pla_orms
&
communica6on
touch
points.
4. Encourage
customer
par6cipa6on.
Ask
for
comments,
feedback,
ra6ngs,
etc.
5. Make
it
shareable.
6. Have
a
content
plan
that
includes
all
touch
points.
A
customer
interacts
with
a
company
through
many
touch
points.
It
is
cri6cal
to
ensure
consistent
messaging
AND
not
to
inadvertently
create
over
messaging.
7. Have
a
rolling
content
plan
(know
what
you
need
for
the
next
6-­‐12
months).
8. Monitor
&
Listen.
Ensure
you
are
using
effec6ve
social
media
monitoring
tools.
This
will
allow
you
to
not
only
respond
to
issues
but
also
to
learn
more
about
your
customer
base,
its
needs,
and
poten6al
content
topics.
9. Write
the
unexpected.
© January 2013 KMH Associates

19. 7.
The
Earth
Social
Media
Social
media
supports
the
planet
in
numerous
ways:
•
Social
media
is
ALL
digital
(no
paper)
•
Companies
can
operate
and
sell
on
a
global
basis
with
reduced
travel
(lower
carbon
footprint)
•
Companies
and
employees
can
ac6vely
engage
local
and
global
communi6es
in
their
CSR
ini6a6ves
(increased
impact
for
CSR
ini6a6ves)
•
Companies
create
a
conduit
for
those
that
may
not
otherwise
be
heard
(ie.
whistle
blowers)
© January 2013 KMH Associates

20. 8.
What’s
Old
Is
New
Again
Social
media
has
entered
our
world
with
a
bang
-­‐
there
is
much
hoopla
about
it
changing
the
face
of
business.
It’s
complex,
it’s
dynamic,
it’s
highly
reac6ve,
it’s
decentralized
and
ROI
is
elusive.
It
is
oeen
not
underpinned
by
proven
best
prac6ce
business
principles
and
processes.
It’s
Ume
to
go
back
to
basics
and
ground
social
media
in
solid
strategic
processes
to
make
it
less
daun6ng,
elusive
and
more
connected
to
delivering
growth
and
profitability.
© January 2013 KMH Associates

21. 8.
What’s
Old
Is
New
Again
A
proven
disciplined
business
process
that
hasn’t
changed
1. Insight/ 2. Vision / 3. Organizational 4. Effective 5. Measuring
Foresight
Strategy / Plan
Development
Implementation Results
K
Tailored
to
address
social
media
in
your
corporate
plan.
• What
are
your
• Integrate
social
media
• Properly
resource.
• Regularly
publish
•
Evaluate
results,
stakeholders
saying
into
your
corporate
&
engaging/relevant
gaining
insight
about
you
and
the
departmental
plans
• Build
into
your
content
that
inspires
into
what’s
compe66on?
with
purpose.
corporate
culture
connec6on
and
working,
not
sharing.
working
and
• What
are
they
talking
• Clearly
define
it’s
role
• Mi6gate
risk
with
where
to
focus
about
and
what
sites
&
success
measures.
corporate
policies,
• Listen
and
respond.
efforts
for
greatest
are
they
on?
best
prac6ces
and
return.
staff
training.
© January 2013 KMH Associates

22. There’s no magic bullet.
Just as it takes time to deliver long term sustainable corporate growth,
it takes time to build a solid social media reputation - internally and
externally - which will result in long term profitable growth.
KMH Associates can help organizations effectively integrate their
social media practices into their corporate strategies and objectives.
© January 2013 KMH Associates

23. Strategic
business
consultants
with
a
triple
boIom
line
approach.
The
KMH
team
helps
inspire
organiza6ons
to
develop
and
implement
sustainable
growth
plans
that
deliver
results.
www.kmhassociates.ca
© January 2013 KMH Associates