2. Agenda
Author - Introduction
Key Success Factors – Enterprise Collaboration Platform Adoptions
Step 2 – Plan and Deliver
Social Media Maturity Matrix
Step 1 – Develop Strategy
Social media strategy framework
Social Media Tactics – Enterprise Collaboration
1
2
3
4
5
6
7
8
9
Social Media Tactics – Enterprise 2.0
Social Media Engagement – Critical Success Factors
3. Author
17+ years of consultancy & senior
management experience
Experienced in owning global
customer relationship
Academic credentials include masters
in business management, PMP, ITIL &
Professional level certifications in SAP
LinkedIn contact:
de.linkedin.com/pub/pon-karthikeyan-
m-b-a-pmp/14/186/998
3
The views expressed in this presentation are strictly the author ´s personal opinion/point of view and should not
be interpreted in any way as those of his employer
Pon Karthikeyan
4. Step 1 - Develop Strategy
4
Define Objectives &
determine readiness
Determine initiatives
& prioritize
People
Organization Structure
Change & learning
Support structure
Key factors for sustainable social media strategy
Processes
Technology
Governance
Risks
5. Step 2 – Plan and Deliver
5
•Connection & interactivity
•Innovation management
•Content sharing & management
•Enterprise & talent management
•Productivity & effectiveness
Internal
•Brand awareness
•Relationship management
•Innovation & creativity
•Efficiency & effectiveness
External
Plan
Innovate
SetupLaunch
Operate
Plan
implementation
Build & Launch
Continuous
management
CORE AREAS
CORE AREAS
7. Social Media Maturity Matrix
7
AWARE
LISTEN
COMMUNICATE
SUPPORT
ENGAGE
VALUECREATION
STAGES OF MATURITY
8. Social Media Tactics – Enterprise
collaboration
8
Business Goals Business Drivers
Social media
opportunities
Opportunity
type
Social media tactics
Improve productivity and
effectiveness
Facilitate exchange of
information in workplace
eco-system
Capture and record the
intellectual capital of the
organization
Support the stakeholders in
the enterprise eco-system to
work together effectively
Implement
document &
content sharing
platform
Facilitate real-time
conversation &
status updates
Search for know-
how & expertise
within the
company
Capture tacit
knowledge of
employees &
business partners
Tag content,
documents &
information
Set up
collaboration
platform with
video-conferencing
Enterprise
collaboration
Implement internal
collaboration
platform
Funtionalities/featur
es include;
Document & content
management
Instant messaging
Search engine
Employee & business
partner profiles
Tagging & book-
marking
Video-conferencing
9. Key Success Factors - Enterprise
Collaboration Platform Adoptions
9
Think big, start small (Phased approach)
Ensure high-level sponsorship & management lead
Develop solutions fit for current operations (build strong use cases)
Well integrated change managment programme
User friendly interface (eg., single sign on, self service capabilities)
Nurture “ambassadors“ in the organization who can evangelise the benefits
10. Social Media Tactics – Enterprise 2.0
10
Business Goals Business Drivers
Social media
opportunities
Opportunity
type
Social media tactics
Increase marketshare Create brand awareness
Develop positive customer
experience
Access new customer
segments
Increase brand
awareness
through social
network channels
creating a unique
user experience
Improve search
engine ranking by
developing brand
presence on social
media channels
Engage with
existing customers
on social media
channels
Monitor social
media
conversations
relating to brands,
products/services
Enterprise 2.0 Increase number of
comments, likes and
bookmarks
Number of mentions
compared to peer
brands
Number of
advocates
Number of mentions
by advocates
Reach
Engagement
Ratio of positive
mentions against
negative mentions
11. Social Media Engagement – Critical Success
Factors
11
Creative & compelling content to trigger “inbound marketing“
Gamification approach to generate excitment and to provide an addictive
element to gain engagement
Engage emotionally with the audience
Enable customers to actively participate in the development of new products,
ideas thereby creating a sense of brand/product ownership for the customer