building a social media team
DESCRIPTION
A 5-minute presentation I gave at H&K London's Demystifying Digital event in March 2010. There's a narrated version on vimeo: http://vimeo.com/10556892TRANSCRIPT
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Who do I need on my Social Media team?
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What we’ll cover in 5 minutes
• Who has time for messing about on Facebook and Twitter?
• It’s not the intern’s job
• The perfect social media team
• What does it cost?
• A few thoughts on success
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Who has time for all these social media shenanigans?
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This can’t be your social media team.
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They should be experienced communicators
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So what does the team look like?
Reconnaissance
• On the lookout for what’s next
• Up-to-date, plugged in, motivated to discover
Mad Scientist
• Tinkerer, joiner, experimenter
• Tries the tools, sees the pros and cons
Communications General
• Realist, integrator
• Focused on effectiveness and results
Community Manager
• Human, not a message machine
• Responsive and helpful
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Recon
• On the lookout for what’s next
• Up-to-date
• Plugged in
• Motivated to discover
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Mad Scientist
• Tinkerer
• Joiner
• Tries the tools
• Experiments
• Weighs the pros and cons
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Communications General
• Realist
• Integrator
• Focused on results
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Community Management
Listening
Responding
Engaging
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Community Management is the glue
Listening
• Monitor
• Participate
Responding
• Help
• Correct
Engaging
• Relate
• Build Trust
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How much does it cost?
$22,000
A day!!
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How much does it cost?
Between 0 and $1million+
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How much do those other guys spend?
$0
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Molson Coors
Tonia
Adam
ForrestSebastien
Bryan
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How much do those other guys spend?
$1million+
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Rogers Communications
Agency
Mary
Sean
RobStacey
Miranda
Richard
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A few final thoughts on success
• It’s not about your budget
• It’s about your resources
• How much TIME can you and your team
commit to social media?
• Agencies can help (on the good and fast
part!)
• If you’ve got an honest one, they’ll tell you
that they are working themselves out of a
job
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Don’t try to boil the ocean
• You can’t really get your arms around
this stuff
– There is no manual
– There is no rulebook
– There is only what’s happening
today
– Start with one thing
• Do three things for me:
1. Get a senior champion
2. Identify the people in your
organization who have the
personalities for the four roles
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#3 – Be the mad scientist!
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THANK YOU