April 11, 2023

Selling social media in your organisation

Social media forum – Emakina/Social

Audrey Benoit – Head of Emakina/Social

“Hello, my name is Audrey. I’m responsible for Emakina/Social”http://www.emakina.com/social/index.cfm

In a previous life, I also was in Brick & Mortar

“Social media is a BIG, revolutionary, life-changing tidal wave having you enter into A NEW ERA...”

The last three years you have been told that…

With plenty of success stories

... A natural-born customer-centric organisation

... A digital native organisation

... Selling any cool B2C product

... An agile & flexible SME

... A rock star

However you are not…

... A regular Brick & Mortar organisation

... With well established working processes (and people!)

Marketing communicationExternal communication

Customer careOperations

IT developmentsLegal stamps

(Did someone say “Working in silos?”)

You are …

How to get therePrinciples

#FACTS

#REVELANT

#REALISTIC

Keep in mind

#FACTS

#REVELANT

#REALISTIC

Keep in mind

No fancy glitter. Measure conversations around you, your competitors, your industry.

#FACTS

#REVELANT

#REALISTIC

Keep in mind

No fancy glitter. Measure conversations around you, your competitors, your industry.

Define a meaningful presence that serves business purposes and customer needs

#FACTS

#REVELANT

#REALISTIC

Keep in mind

No fancy glitter. Measure conversations around you, your competitors, your industry.

Define a meaningful presence that serves business purposes and customer needs

You will not be a social Guru in one day. Learn to walk before running.

#ENGAGING

Keep in mind

Listen to what stakeholders have to say, their experience, their perception

Assess their social media knowledge

Involve them in the main decision-making steps

How to get thereProcess

A stepped approach – step 1

Do a pre-study Objective:

Get to know if there is a social opportunity & get a go ahead to work further

First wave of awareness build Conversations around your brand & products Competitor social strategy, tactics & conversations

analysis Industry best practices analysis Your target group conversation mechanics SHARE RESULTS!

A stepped approach – step 2

Set-up a social programme management office Objective: A group of key people in the

organization who are appointed to decide on the social program objectives, strategy, processes and rollout

Assess and upgrade their knowledge around social media

Decide if you need help for the next steps

RFI, RFP, BUDGET.

A stepped approach – step 3

Define a strategic plan and tactical roadmap Objective: One relevant and realistic direction Analyze past experiences if any Objectives & KPIs Positioning proposal Prioritized tactical roadmap & presence definition

A stepped approach – step 4

Get started with 1 or 2 pilots Define:

People in charge and interaction with other departments

Conversation strategy Build, measure and report results!

Objective: tangible, do-able Second wave of awareness build

Attention : you don’t get twice the chance to make a first impression!

A stepped approach – step 5

Run your tactical roadmap iteratively Tweak the program tactical actions based on results

& experience Gradually you are involving more people, projects,

departments Objective: Learn by doing

Report regularly Get social KPIs in executive reporting.

A stepped approach – step 6

Stay on top Don’t blindly run your program based on your own

experience Organize awareness sessions with externals Monitor and re-evaluate regularly competition &

best practices

A stepped approach – step 6

Stay on top Don’t blindly run your program based on your own

experience Organize awareness sessions with externals Monitor and re-evaluate regularly competition &

best practices

Share your experience! Anyone motivated to speak at a conference?

Thank youAudrey Benoit, Head of Emakina/Socialaud@emakina.comhttp://be.linkedin.com/in/audreybenoit@TheSyxOne

www.emakina.com