iabc webinar feb15 2011

SOCIAL MEDIA’S TRANSFORMATION OF THE CORPORATIONAND ITS IMPACT ON PR

Jennifer Houston, President, Waggener Edstrom Worldwide, Studio D™

02/15/11 @jhouston89

1 :1:MANY

© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

Your Innovation. Our Influence.

TRANSPARENCY

HOW PEOPLE WANT INFORMATION IS CHANGING

IS THE NEW HOLY GRAIL© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

THE SOLUTION:

RADICAL TRANSLUCENCY

© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

EMPOWERVS.

POLICE© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

WHAT DOES THECOMMUNICATIONS ORGANIZATIONOF THE FUTURE LOOK LIKE?

© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

B U S I N E S SU N I T S

I N T E R N A LC O M M S

E X T E R N A LS TA K E -

H O L D E R SH R

M A R C O M MC S R

B U R E A U S P R O V I D E

N E W M E D I AH U B T E A MP R O V I D E S

Content

Governance

Best Practices/Policies

Training/Content Guerrillas

Content Strategy/Templates

N E WM E D I A

H U BT E A M

HOW© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

DO WE GET THERE?

S T E P 1A N A LY Z E

S I T U AT I O N

SO

CIA

L INFLU

EN

CE S

YSTEM

P R O C E S SD I S C O V E R Y

D I G I TA LF O O T P R I N TA N A LY S I S

S E A R C HF O O T P R I N TA N A LY S I S

D I G I TA LA S S E TA U D I T

S T E P 2DEVELOP

S T R AT E G Y

S U C C E S SM E T R I C S

TA R G E TA U D I E N C E

B U S I N E S SO B J E C T I V E S

DIFFEREN-T IATORS

S T E P 3A L I G N

P R O C E SS E S

WORKFLOWOPTIMIZATION

R E S O U R C EASSESSMENT

W O R K F L O WD I S C O V E R Y

GOVERNANCEF L O W

Are the appropriate number and types of people involved in the process?

How does content and engagement happen now, who is responsible, what is the process?

Who needs to be informed of new content and social engagements, what is the process, where does the governance live?

Where can we create efficiencies to cut down on manual labor?

© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

B U S I N E S SU N I T S

I N T E R N A LC O M M S

E X T E R N A LS TA K E -

H O L D E R SH R

M A R C O M MC S R

B U R E A U S P R O V I D E

N E W M E D I AH U B T E A MP R O V I D E S

Content

Governance

Best Practices/Policies

Training/Content Guerrillas

Content Strategy/Templates

C O N T E N TP I P E

SO

CIA

L INFLU

EN

CE S

YSTEM

STEP FOUR: ALIGN & FILL THE STORY CONTENT PIPE

SO

CIA

L INFLU

EN

CE S

YSTEM

C O N T E N T I N

T H E P U B L I C

S P H E R E

A C R O S S

M U LT I P L E

C H A N N E L S

M E A S U R E M E N T

B A S E L I N EA N A LY T I C S

W H OI S

I N F L U E N C I N G T H E

CONVERSATION?

W H ATC O N T E N T I S R E S O N AT I N G

A N D W H Y ?

H O W C A N T H E

S T R AT E G Y B E A D J U S T E D F O R

I M P R O V E DR E S U LT S ?

I N S I G H T S

A U D I E N C E

R E A C HF O L L O W E R S ,PA G E L I K E S

W E B A N A LY T I C S

E N G A G E M E N TR Ts , R E P O S T S ,

S H A R E SC O M M E N T S , R E P L I E S ,

Q U E S T I O N S ,H A S H TA G S , L I N K S

R E S O N A N C EU S E R S E N T I M E N T,

V O T E S , C O N T E N T L I K E S ,

C O M M E N TS E N T I M E N T

MEA

SU

REM

EN

T &

INSIG

HTS

© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

AGGREGATE

© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

AND AMPLIFY

TO

OLK

IT FO

R T

HE C

OR

PO

RATIO

N 2

.0

SOUNDS EASY, RIGHT?

Corporate social media channels

Social media hub team

Editorial processes and guidelines

Content governance processes

Social content creation and dissemination training

Centralized measurement

Real-time monitoring and engagement processes

Escalation protocols

© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

3 QUICK HITS:1. Establish a social media governance

team and charter.

2. Train and empower employees to represent the brand on social media.

3. Add an amplification strategy to every communications plan.

© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

THANKYOU

© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

JHOUSTON@WAGGENEREDSTROM.COM

TWITTER: @JHOUSTON89