social media fundamentals, governance
DESCRIPTION
Social media governance, also referred to as social media policy, constitutes a vital building block of your organisation’s social media strategy. It not only guides your employees, and your social media teams, to reflect your organisation’s vision and values in their messaging, but also helps you ensure that essential workflows are in place for consistent and coherent presence, and social channels are aligned, interconnected and on brand. No less important is ensuring that your governance and guidelines also help to safeguard your company’s confidential information, as well as define and put in place crisis management processes. This seems to be an increasingly burning issue as perceived by CEOs, given proliferation of social media use. So how can you define and implement social media governance in your organisation? Where to start, what to be weary of and how to ensure employee engagement and adoption of the final product?TRANSCRIPT
Social Media Fundamentals - July 2012Governance
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ABOUT US
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PORTLAND
AUSTIN
ST. LOUISPHILADELPHIALINCOLN
NEW YORK
LONDON
SINGAPORE
We are a global, integrated, end-to-end social business consultancy.We are leaders in social strategy, implementation and business intelligence.
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OUR SERVICES
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SOCIAL BUSINESS INTELLIGENCE+ Dashboards & benchmarks+ Data services+ Reporting & analytics+ SaaS applications
PERFORMANCE BRAND MARKETING+ Social brand strategy+ Applications and experiences+ Community management+ Advocacy programs+ Listening programs+ Influencer outreach programs+ Social media buying
CONNECTED COMPANY+ Enterprise social
technology+ Workforce collaboration+ Workforce learning+ Social CRM+ Change programs
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OUR APPROACH TO SOCIAL
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WHAT WE OBSERVE
-“I have to do something”: scattered initiatives, no clear direction, low consistency (content and experience).-“It’s hard to keep it all under control”: scalability issues (structural / resources), global vs. local, high number of stakeholders, channels, assets, products, online vs. offline.-“I have to convince management”: common language, business case, KPIs.
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TAKE A STEP BACK
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THINK: WHAT IS YOUR VISION?
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-Think of the big picture: what do you want to achieve? What value do you bring to the market? How do you want to be perceived?-Own social: do not over rely on agencies.-Leverage internal and external: what is the role of your employees? Do you need to organise for Social?
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ASSESS: WHERE ARE YOU NOW?
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-What does your social ecosystem look like?-What are your competitors doing?-What are your priorities?-What is the social maturity level of your channels?-What initiatives have you undertaken?
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PLAN: WHAT ARE THE NEXT STEPS?
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-Prioritise goals.-What are the components to execute your vision? -Build a roadmap.
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SOCIAL MEDIAGOVERNANCE
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WE WILL DISCUSS
1 WHAT - WHY - WHEN 3 SOCIALISE2 ELEMENTS
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1. WHAT - WHY - WHEN
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WHAT IS SOCIAL MEDIA GOVERNANCE
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-Set of guidelines, rules and recommendations clarifying best practices for interactions on social media channels.-Also referred to as social media policy.-Can be anything from a one pager, a video, a deck, or an exhaustive document.
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EXAMPLES: WHAT OTHERS HAVE IN PLACE
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-Cisco: personal vs. work representative.-Coca Cola: shared values.-Dell: lightweight.-Morgan Stanley: in a regulated industry.
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WHY DO YOU NEED GOVERNANCE
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-Brand opportunity: participate in customer conversations.-Risk mitigation: new study shows social media perceived as high risk.-Crisis management: being prepared pays off as recently seen with O2.-What about common sense?
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WHEN SHALL I START?
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NOW-Blend between personal and professional.-Social media no longer only for marketing.
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2. ELEMENTS
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WHAT GOES INTO GOVERNANCE
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-Entire organisation: high level ‘principles’ focusing on brand values, tone of voice, disclosure and confidentiality.-Social media team: more detailed ‘playbook’ focusing on running the channels, resources, processes, look and feel.
Entire organisation
Social Media team
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ENTIRE ORGANISATION
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-Company vision and social media strategy.-Definition of social media.-Purpose of the governance + living document.-Social media principles.-Important to strike a balance between inspiration and practical guidance.
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SOCIAL MEDIA TEAM
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-Roles and responsibilities within your organisation.-Processes.-Channels.-Safety considerations.-Crisis management.
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3. SOCIALISE
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AVOID THE FOLLOWING
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-Long, text heavy decks and documents emailed around or uploaded onto intranet: no one will read them!-Threatening language: NO, DON’T, SHOULD, MUST.
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ROLLING OUT GOVERNANCE
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-Involve your employees: what matters, buy in.-Be visual: video, poster, desktop saver, ambient.-Be interactive: training app.-Share: YouTube, SlideShare.-Do hands on training: practice makes perfect.
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EXAMPLES
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*Salesforce*Darthmouth-Hitchcock
Infographic
Videos
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RECAP
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-Social media requires vision and strategy-Social media governance as first step-Living + breathing document-Socialisation is key, it’s a journey
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QUESTIONS
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Thank you!
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CONTACTS
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Olga Kozanecka SOCIAL BUSINESS CONSULTANT
Serena Alboni SOCIAL BUSINESS CONSULTANT
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MORE CASE STUDIES OUR BLOGwww.dachisgroup.com/case-studies/ www.dachisgroup.com/blog/
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