iabc webinar feb15 2011
DESCRIPTION
Social media's transformation of the corporation and it's impact on PR. Presented by Jennifer Houston, President, Waggeneredstrom Worldwide, Studio DTRANSCRIPT
SOCIAL MEDIA’S TRANSFORMATION OF THE CORPORATIONAND ITS IMPACT ON PR
Jennifer Houston, President, Waggener Edstrom Worldwide, Studio D™
02/15/11 @jhouston89
1 :1:MANY
© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
Your Innovation. Our Influence.
TRANSPARENCY
HOW PEOPLE WANT INFORMATION IS CHANGING
IS THE NEW HOLY GRAIL© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
THE SOLUTION:
RADICAL TRANSLUCENCY
© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
EMPOWERVS.
POLICE© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
WHAT DOES THECOMMUNICATIONS ORGANIZATIONOF THE FUTURE LOOK LIKE?
© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
B U S I N E S SU N I T S
I N T E R N A LC O M M S
E X T E R N A LS TA K E -
H O L D E R SH R
M A R C O M MC S R
B U R E A U S P R O V I D E
N E W M E D I AH U B T E A MP R O V I D E S
Content
Governance
Best Practices/Policies
Training/Content Guerrillas
Content Strategy/Templates
N E WM E D I A
H U BT E A M
HOW© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
DO WE GET THERE?
S T E P 1A N A LY Z E
S I T U AT I O N
SO
CIA
L INFLU
EN
CE S
YSTEM
P R O C E S SD I S C O V E R Y
D I G I TA LF O O T P R I N TA N A LY S I S
S E A R C HF O O T P R I N TA N A LY S I S
D I G I TA LA S S E TA U D I T
S T E P 2DEVELOP
S T R AT E G Y
S U C C E S SM E T R I C S
TA R G E TA U D I E N C E
B U S I N E S SO B J E C T I V E S
DIFFEREN-T IATORS
S T E P 3A L I G N
P R O C E SS E S
WORKFLOWOPTIMIZATION
R E S O U R C EASSESSMENT
W O R K F L O WD I S C O V E R Y
GOVERNANCEF L O W
Are the appropriate number and types of people involved in the process?
How does content and engagement happen now, who is responsible, what is the process?
Who needs to be informed of new content and social engagements, what is the process, where does the governance live?
Where can we create efficiencies to cut down on manual labor?
© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
B U S I N E S SU N I T S
I N T E R N A LC O M M S
E X T E R N A LS TA K E -
H O L D E R SH R
M A R C O M MC S R
B U R E A U S P R O V I D E
N E W M E D I AH U B T E A MP R O V I D E S
Content
Governance
Best Practices/Policies
Training/Content Guerrillas
Content Strategy/Templates
C O N T E N TP I P E
SO
CIA
L INFLU
EN
CE S
YSTEM
STEP FOUR: ALIGN & FILL THE STORY CONTENT PIPE
SO
CIA
L INFLU
EN
CE S
YSTEM
C O N T E N T I N
T H E P U B L I C
S P H E R E
A C R O S S
M U LT I P L E
C H A N N E L S
M E A S U R E M E N T
B A S E L I N EA N A LY T I C S
W H OI S
I N F L U E N C I N G T H E
CONVERSATION?
W H ATC O N T E N T I S R E S O N AT I N G
A N D W H Y ?
H O W C A N T H E
S T R AT E G Y B E A D J U S T E D F O R
I M P R O V E DR E S U LT S ?
I N S I G H T S
A U D I E N C E
R E A C HF O L L O W E R S ,PA G E L I K E S
W E B A N A LY T I C S
E N G A G E M E N TR Ts , R E P O S T S ,
S H A R E SC O M M E N T S , R E P L I E S ,
Q U E S T I O N S ,H A S H TA G S , L I N K S
R E S O N A N C EU S E R S E N T I M E N T,
V O T E S , C O N T E N T L I K E S ,
C O M M E N TS E N T I M E N T
MEA
SU
REM
EN
T &
INSIG
HTS
© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
AGGREGATE
© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
AND AMPLIFY
TO
OLK
IT FO
R T
HE C
OR
PO
RATIO
N 2
.0
SOUNDS EASY, RIGHT?
Corporate social media channels
Social media hub team
Editorial processes and guidelines
Content governance processes
Social content creation and dissemination training
Centralized measurement
Real-time monitoring and engagement processes
Escalation protocols
© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
3 QUICK HITS:1. Establish a social media governance
team and charter.
2. Train and empower employees to represent the brand on social media.
3. Add an amplification strategy to every communications plan.
© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
THANKYOU
© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
TWITTER: @JHOUSTON89