Growing a social culture

Mal Chia, Digital & Social Media Manager

mal.chia@adelaide.edu.au | @malchia

Pop quiz:

How social is Apple?

Answer: More than you think

Just because you’re on Facebook or Twitter doesn’t make you a social business

Customer-centricity is the catalyst for transformation

Re-engineer around customers

So what does the connected customer look like?

If they were born in 1994….

83% of companies believe social media is important for their business

Social Media Examiner Study http://bit.ly/I58nkI

Yet only 6% believe their social listening and engagement initiatives are integrated across the organisation

Forrester Consulting and Dell Study http://bit.ly/HVVR5w

Social media crises are on the rise

Altimeter Social Readiness Study

The social sandwich

Top-­‐down  

Bo*om-­‐up  

Meat!  

You need support from senior management

Un-silo social from marketing and sales

Sales   Marke7ng   Customer  Service   R&D   IT   HR  

Legal   Product   Field   Franchise  Owners  

Channel  Partners  

Organising for social

http://www.slideshare.net/jeremiah_owyang/altimeter-webinar-state-of-the-social-media-management-system-industry

Social Media “Centre of Excellence”

•  Hub and Spoke model •  Dedicated, cross-functional group

•  Provides: –  High-level strategic advice

–  Governance

–  Training

–  Research

–  Measurement frameworks

–  Vendor selection

Who leads it?

Emergence  of  the  Social  Media  Strategist  

Don’t lockdown social channels

Empower employees with governance and training

•  Reduce potential risk

•  Consistent brand experience

•  Increased preparedness for crises

•  Scalability

Provide ongoing education

•  Speakers

•  Internal forums

•  Communication programs

•  Meet-ups

Use social data to inform strategy

•  Combine qualitative data collected ‘in the wild’ with existing qualitative metrics

•  Get to the heart of customer intent and purchase behaviour

•  Share data so every team can benefit

•  Focus on uncovering actionable insight

Establish processes to deal with rapid customer engagement

•  Social media triage and workflows

•  Crisis response plan

•  Escalation process

•  Response times

•  Own the interaction

Social  Media  Comment  and  Response  Protocol  

YES  

NO  YES  

NO  

NO  

“Web  Rage”  Is  the  pos7ng  a  rant,  rage,  joke,  or  ridicule  in  nature?  

NO  

“Misguided”  Are  there  erroneous  facts  or  statements  in  the  pos7ng?  

NO  

NO  

YES  

Monitor  Only  Avoid  responding  to  specific  post  and  people;  monitor  the  

site  for  relevant  informa7on  and  comments.  

YES  

YES  

Fix  the  Facts  Respond  with  factual  

informa7on  directly  in  the  comment  space.  

(See  the  five  possible    responses  below.)  

Share  Success  Proac7vely  share  the  story  

and/or  addi7onal  informa7on.  

Restora?on  Rec7fy  the  situa7on,  respond  and  act  upon  a  reasonable  

solu7on.  (See  the  five  possible    responses  below.)  

Let  Post  Stand  No  response  given.    

NO  

Transparency  Disclose  informa7on  and  any  affilia7on  to  

Organiza7on  

Sourcing  Provide  cita7ons,  links,  etc  to  credible  sources  

for  accuracy  

Timeliness  Take  7me  to  create  

good  responses  from  a  good  point  of  view  

Tone  Respond  in  a  tone  that  reflects  on  the  high  standards/quality  

Influence  Focus  on  the  most  

influen7al  sites  related  to  the  industry  

YES  YES   Response  Op7ons  &  Combina7ons   YES  

NO  

Evaluate  

Concurrence  A  factual  and  well  cited  

response  or  opinion,  which  may  or  may  not  agree,  yet  the  post  is  

not  nega7ve.    

Organiza7on  can  concur  with  the  post,  let  it  stand,  or  provide  

a  posi7ve  review.      

Does  Organiza7on  respond?  

Comment  or  Pos?ng  On  organiza7on  own  website/network  or  a  post  on  another  site.    

Is  it  a  posi7ve  pos7ng?  

Final  Evalua?on  Base  response  on  present  circumstances,  site  

influence,  and  stakeholder  prominence.    Will  Organiza7on  respond?  

“Unhappy  Stakeholder”  Is  the  pos7ng  a  result  of  a  nega7ve  experience?  

“Trolls”  Is  this  a  site  dedicated  to  degrading  or  

ridiculing  others?  

Develop a Roadmap

•  Short- and long-term

•  Technology changes too rapidly

•  Focus on how relationships with customers and employees will change, and

•  How this will be handled throughout the business

Don’t think screens. Think seamless experience.

Find the right software

•  Social Media Management Software –  Hootsuite –  Meltwater

•  Listening –  Radian6 –  BuzzNumbers

•  Collaboration –  Socialtext –  Basecamp

•  Communication –  Yammer

Measure and integrate

•  Set business objectives and KPIs

•  Integrate with other data sources

•  Real-time business intelligence

•  Social CRM

The Social Business Hierarchy of Needs

Al7meter  Group  (August  2011)  

One last thing…

Questions?

@malchia www.malchia.com