consulting services organizing your social media participation sankaranarayanan june 22-23, 2012,...
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Consulting Services
Organizing Your Social Media ParticipationSankaranarayanan
June 22-23, 2012, Chennai
What Powers Social Media?
Values
Interests
Beliefs
Profession
EducationOrganisation
Location
Community
Religion
Identities
Facebook’s People You May Know
Twitter’s Who to Follow
What is Social Capital?
Identity is a "sense of belonging to a community", and is a "resource, like capital," Pro Amartya Sen, Nobel Laureate
You, your friends, your friends of friends...
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The Key ChallengeOrganizing Social Media Participation
Who cannot be organized?
Web participants
Who to Organize?
InternalTeam
ExternalTeam
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Internal OrganizationSocial Co-creation Board
Organisational Designs
• Unorganised Participation
• One-Sided Participation
• Multi-sided Participation
• Holistic Participation
Organic Centralised
Coordinated
Honeycomb
Why Holistic Participation is the best?
• It let’s people to share all their dimensions• It enriches engagement with multiple
stakeholders• It helps in forming unlikely partnerships • It adds meaning to social media participation
of employees• It encourages employees to strengthen their
professional identities
Quandrant of Identities
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External OrganizationSocial Co-creation Board
Influencers
Influencers
Lead Users/Loyal Customers
Lead Users/Loyal Customers Company Champions
Intel Intel Insiders
IBM Jammers
Starbucks Idea Partners
Adobe Idea Mentors
Roles of Co-creation Board
• Content Creation• Responding to Comments/Feedback• Contributing to third-party social media
channels• Putting a governance structure in place
A Balanced Content BucketPersonal Interest•Health•Food
Familial Interest•Childcare•Work Life Balance
Professional Interest•Quality•Innovation
Social Interest•Environment•Social Harmony
Case ExampleWalmart’s Facebook Page
Personal InterestsEncourage your internal team to share content based on their personal identities and interests that can go into your corporate social communication
A status update picture at Walmart’s Facebook page on Valentine’s Day
Familial InterestsEncourage your internal team to share content based on their familial identities and interests that can go into your corporate social communication
A status update video at Walmart’s Facebook page on how moms can freeze and save food
Professional/Business InterestsEncourage your business team to share content on products and services that can go into your corporate social communication
A status update picture at Walmart’s Facebook page on one of its products
Social InterestsEncourage your internal team to share content based on their social identities and interests that can go into your corporate social communication
A status update picture at Walmart’s Facebook page on President’s Day
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Publishing contentLink to the worksheet on preparing an editorial calendar
Roles of Co-creation Board
• Content Creation• Responding to Comments/Feedback• Contributing to third-party social media
channels• Putting a governance structure in place
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Responding to comments/complaintsLink to the worksheet on the process of responding
Roles of Co-creation Board
• Content Creation• Responding to Comments/Feedback• Contributing to third-party social media
channels• Putting a governance structure in place
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Contributing to third-party initiativesLink to the factsheet on the participation of your team in the contests/projects run by others
Roles of Co-creation Board
• Content Creation• Responding to Comments/Feedback• Contributing to third-party social media
channels• Putting a governance structure in place
Governance structure in place
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Putting Governance Structure in Place
Share your feedback with Sankar at [email protected]
Checklist questionnaire on assessing social media readiness of your team
Checklist questionnaire on creating guidelines of participation