conducting an effective social media corporate culture audit

Culture Audits for Social Business Success

@JamiePappas

Director, Global Brand Communications & Social Media @Akamai Technologies

Social Media Strategies Summit 2015 – Las Vegas

@SMS_summit | #SMSsummit | @JamiePappas

©2014 Jamie Pappas

I have been focused on marketing for 15 years, digital marketing for >10 years and social media, e2.0 and enterprise communities for >8 years, with hands-on experience in:

•  Internal/external social communities and blogs

•  Executive blogging and social media

•  Brand definition, management, , advocacy, evangelism

•  Employment branding

•  Brand advocacy programs

•  Social media marketing

•  Integrated digital communications across web, search, social

A little about me before we get started…


©2014 Jamie Pappas

Social media presents a wealth of

opportunity for your business


©2014 Jamie Pappas


©2014 Jamie Pappas

Ø  Connect people with people and resources

Ø  Customer service & support

Ø  Influence purchase decisions

Ø  Embracing the voice of the customer

Ø  Product development & co-innovation

Ø  Provide employees a “voice”

Ø  Early warning system

Ø  Barrier to entry from competitive threats

The benefits are endless…

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©2014 Jamie Pappas

If you’re “doing” social media

without goals and a plan, you’re just shouting at people!


©2014 Jamie Pappas


©2014 Jamie Pappas

Ø  How do they support the the goals of the organization?

Ø  How do they tie back to business processes and people?

Ø  Are they measurable in ways that are meaningful to the business?

Ø  Are they realistic or are they promising the greatest thing since sliced bread?

So, what are your goals?

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©2014 Jamie Pappas

One of your goals must be

TRANSFORMING company culture!


©2014 Jamie Pappas


©2014 Jamie Pappas

Ø  Transparent

Ø  Collaborative

Ø  Agile

Ø  Trusting

Ø  Innovative

Ø  Empowering

Ø  People-Centered

You must become a social business to realize the greatest value…

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©2014 Jamie Pappas

So, how do you even know where to start?


©2014 Jamie Pappas


©2014 Jamie Pappas

Ø  Who’s already using social tools?

Ø  Who supports open communication?

Ø  Who doesn’t?

Ø  Who’s been asking for social tools?

Ø  Who has pain that can be addressed?

Ø  Who’s willing to work differently?

Ø  Who’s willing to take risks?

Know your company and audience…

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©2014 Jamie Pappas

Tap into executives that “get it,” have

shown interest or are change agents


©2014 Jamie Pappas


©2014 Jamie Pappas

Ø  Authentic

Ø  Transparent

Ø  Open leader

Ø  Takes risks

Ø  Makes mistakes

Ø  Fails

Ø  Does it all again

Executive support can make or break your initiative

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©2014 Jamie Pappas

Begin small with

little wins and

build from there


©2014 Jamie Pappas


©2014 Jamie Pappas

Ø  Lead with trust

Ø  Commitment from high profile leaders

Ø  Seed topics of interest

Ø  One size does not fit all - tailor the benefits to the audience

Ø  Set reasonable expectations on time commitments

Ø  Celebrate the wins

Ø  Learn from the mistakes

Move forward by setting up success

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©2014 Jamie Pappas

Don’t get caught up

and make these killer mistakes…


©2014 Jamie Pappas


©2014 Jamie Pappas

Ø  Ghost writing executive blogs

Ø  Broadcasting useless information

Ø  Forgetting to have a conversation

Ø  Being dishonest or avoiding tough topics

Ø  All text, all the time

Ø  Using the same content across all channels

Ø  Ignoring questions

Common mistakes can sabotage your progress

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©2014 Jamie Pappas

Ø  “You expect us to pay our employees to socialize?”

Ø  “Social media is not work.”

Ø  “This stuff is not for businesses.”

Ø  “I don’t have time for this…”

Ø  “Great. One more tool to keep track of…”

Ø  “This is going to take way too much time.”

Ø  “I don’t have anything to contribute.”

Ø  “My boss doesn’t support things like this.”

Don’t take it personally

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©2014 Jamie Pappas

Ø  Executive sponsorship

Ø  Funding – social media is not free

Ø  “Reason to believe”

Ø  “Rules of engagement”

Ø  Strategic cross-functional partnerships

Ø  Group of passionate folks

Ø  Patience

Ø  A leap of faith

Success is possible!

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©2014 Jamie Pappas

Thank you!

Please stay in touch: [email protected]

@JamiePappas linkedin.com/in/JamiePappas


©2014 Jamie Pappas


©2014 Jamie Pappas

The business value of social media is more than just “another marketing platform." Contributing is more than just broadcasting your message and occasionally interjecting corporate comments and ideas. Engaging with any online community requires unique social skills among participants, but how do you determine if your company is ready for this? In this session, you’ll receive tips on cultural philosophy, strategy, change management and a large dose of reality on what it really takes to have a social culture. In this session, Jamie will cover key topics including: •  Identifying critical skills needed for social media success •  Assessing corporate culture skills alignment •  Securing executive support to drive cultural change •  Influencing subject matter experts that lack these skills •  Hard truths about driving cultural change and social media adoption

Session Overview

conducting an effective social media corporate culture audit

Marketing

jamie pappas social

jamie pappas whos

jamie pappas tap

jamiepappas director

social tools

social business success

social media brand definition

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