social media lifecycle management

Social Media Opportunities and

Risks – A Lifecycle Approach for

the Enterprise

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© 2011 Protiviti Inc.

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Discussion Topics

The Social Media Landscape

Questions and Answers

Risk Management

The Social Media Lifecycle



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Discussion Topics



Risk Management




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Base: 140 Global Corporate Social StrategistsSource: corporateventuringconference.com

Top External (or Customer-Facing) Social Strategy Objectives

2011

Social website integration is the top external priority in 2011 for 47% of

corporate Social Strategists

http://www.corporateventuringconference.com/PRESENTATIONS/2011/14 Jeramah Owyang spending_by_maturity.pdf



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Adoption and Spending Forecast Reveals Key Trends for 2011

Source: corporateventuringconference.com

Internal Soft Costs: This includes Staff to Manage the program, Education and Training, and Research and Development

Customer-Facing Initiatives: This includes Ad/Marketing Spend on social networks, Traditional Agencies (deploying social media), Boutique Agencies (specializing in social media), and Influencer/Blogger Programs

Technology Investments: This includes Brand Monitoring, Community Platform, Custom Technology Development, Social CRM (SCRM), and Social Media Management Systems (SMMS)

Three major social business spending areas

Key Trends

• In 2011, corporations will increase spending on staff to manage social business though team sizes will remain small

• 78% of social strategists will invest in training and education this year, yet it will be underfunded• Corporations will invest heavily in ad and marketing on social networks, though fail to truly engage or leverage

the social graph• More corporations will adopt brand monitoring, increasing their investment by 56% over last year, but return

on investment (ROI) problem will persist• Advanced corporations will invest in custom technology development, including integration of social networks

on the corporate website• To scale, more mature programs will invest in nascent systems, such as social media management systems

(SMMS) and social CRM (SCRM)

http://www.corporateventuringconference.com/PRESENTATIONS/2011/14 Jeramah Owyang spending_by_maturity.pdf



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Social Media Technologies by Function

Archiving & Compliance

Content Management

Monitoring & Analytics

• Tools to facilitate capturing and

storing social communications for

regulatory compliance

• Tools to control and prevent

violations

• Integration with existing archive

platforms

• Tools to facilitate centralized and

robust user interaction on social

networks

• Implements workflow to allow

review and moderation of content

• Central library for pre-reviewed and

approved content.

• Listen, monitor, and engage in

conversations in the social space

• Identify PR issues/negative events

• Platform to respond and engage in

customer relationship management

(CRM)

• Perform analysis on

monitored social

conversations

• Capture and measure brand

sentiment

• Calculate ROI and track

metrics

• Identify social trends and

activities

Example Vendors Example Vendors Example Vendors



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Security Concerns

Social Network Users More Vulnerable To Security Risks

– 21% accept contact offerings from members they don't recognize

– More than half let acquaintances or roommates access social networks on their machines

– 64% click on links offered by community members or contacts

– 26% share files within social networks

– 20% have experienced identity theft

– 47% have been victims of malware infections

– Facebook has been hit with malicious applications and new version of the Koobface virus, which allows hackers to steal information from personal profiles

http://www.webpronews.com

http://www.webpronews.com/



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Social Media Hacking Example



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Another Risk – Social Widgets



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Discussion Topics



Risk Management




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Business

Strategies

STRATEGY

Establish linkage to corporate objectives

CREATING THE PLAN

Putting the plan into the corporate development

process

DEVELOPMENT AND CHANGE

MANAGEMENT

Developing the product and testing in a non-

production mode

IMPLEMENTATION AND MONITORING

Obtain final sign-offs and monitor the activity in a

production mode

MEASURING THE RESULTS

Collect data and validate against goals and adjust

approach as needed



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Business

Strategies

STRATEGY


CREATING THE PLAN


process


MANAGEMENT


production mode



production mode



approach as needed

The Social Media LifecycleStrategy Activities

• Specifically scope the intended use and expected outcomes

• Assess the competitive landscape to determine if social media

intentions are groundbreaking or already in existence from others

• Align the goals for social media usage with company business

objectives

• Determine potential social media functional options and align with

existing marketing/communications processes

• Develop an inventory of risks that will be assessed and managed

• Develop methods and metrics for measuring intended results

• Identify high-level schedule and intended delivery of capabilities

• Determine appropriate gates for “go/no-go” decisions on rolling

out the capabilities



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Business

Strategies

STRATEGY


CREATING THE PLAN


process


MANAGEMENT


production mode



production mode



approach as needed

The Social Media LifecycleCreating the Plan Activities

• Identify executive sponsorship for the work

• Identify the stakeholders for implementing the social media

capabilities and assign appropriate ownership

• Begin training of stakeholders

• Define functional requirements and prioritize them

• Determine impact on existing technical standards/patterns and

potential implications of new capabilities

• Select products/tools and implementation scheme (SaaS, self-

managed)

• Review the skills needed to deliver the social media capabilities

and identify gaps that may need to be addressed between those

that currently exist in the company

• Develop a detailed project plan to include timeline requirements,

resource needs, and dependencies on other initiatives

• Review company social media policies and revise as necessary



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Business

Strategies

STRATEGY


CREATING THE PLAN


process


MANAGEMENT


production mode



production mode



approach as needed

The Social Media LifecycleDevelopment and Change Management Activities

• Identify potential pilot and proof-of-concept needs

• Define the development environment design, and implement

necessary technical capabilities and tools support

• Review infrastructure management procedures and confirm

adherence to them

• Validate appropriate solution design and signoff procedures.

• Confirm testing requirements and overall design

• Confirm implementation requirements and coordination

• Define training requirements for pilot participants

• Design training curriculum and timing

• Develop communication plan for impacted internal and external

personnel

• Define necessary monitoring capabilities and procure necessary

tools



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Business

Strategies

STRATEGY


CREATING THE PLAN


process


MANAGEMENT


production mode



production mode



approach as needed

The Social Media LifecycleImplementation and Monitoring Activities

• Review final “go/no-go” requirements and determine appropriate

actions

• Conduct training with applicable personnel

• Create implementation checklist

• Distribute final communications to necessary internal and external

personnel

• Implement monitoring capabilities

• Monitor production activities and create accountability for issues



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Business

Strategies

STRATEGY


CREATING THE PLAN


process


MANAGEMENT


production mode



production mode



approach as needed

The Social Media LifecycleMeasuring the Results Activities

• Collect key measurements and analyze results

• Create reports to track results and comparison to intended metrics

• Identify gaps and determine ongoing expectations for results

• Determine next-phase (from pilot exit to full implementation)

capabilities and ongoing enhancements to the social media

capabilities

• Execute communications plan to socialize pilot results and define

next steps



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The Social Media LifecycleGuiding Principles

Governance

• Ensure that the social media capabilities have appropriate oversight and ownership

• Coordinate/integrate social media efforts with other marketing activities

• Monitor market developments with emerging social media offerings

• Establish appropriate review and quality assurance steps

Capabilities

• Review current skill sets within the organization and validate what may be needed to

deliver social media efforts. Introductory and “expert usage” training is essential.

• Make sure that the IT organization is appropriately involved for evaluation and

consideration of social media designs

Integrity

• Establish an environment where capabilities can be developed with appropriate

oversight and security. Reinforce with clear policies and procedures.

• Design appropriate monitoring oversight for development and production environments

• Review interaction of social media capabilities with existing systems and business

processes

• Validate risks and ongoing monitoring steps

Security

• Validate security design

• Ensure appropriate access to development and production environments

• Review and implement automated tools to support security monitoring

• Integrate with your existing security and privacy practices



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Discussion Topics



Risk Management




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Regulatory/Legal Environment

• Three Italian Google executives are convicted of privacy violations

• The EU Article 29 Working party provided Opinion 5/2009 on social networking

• Increasing pressure is applied to Facebook to give its users more control over their personal information

• The U.S. Federal Trade Commission (FTC) has created guidelines on Internet privacy to protect consumers

• Senator McCain and Senator Kerry introduced a privacy bill that would require companies to clearly inform customers when their data is being collected and indicate how the information will be protected

• Canada has the Personal Information Protection and Electronic Documents Act (PIPEDA). Office of the Privacy Commissioner has been investigating Facebook.

• The U.S. HITECH act requires immediate disclosure to individuals and to media outlets when 500 or more individual records have been compromised.



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Regulatory/Legal Environment (cont.)

• Google Inc. has agreed to settle Federal Trade Commission charges that it used deceptive tactics and violated its

own privacy promises to consumers when it launched its social network, Google Buzz, in 2010. The agency

alleges the practices violate the FTC Act. The proposed settlement bars the company from future privacy

misrepresentations, requires it to implement a comprehensive privacy program, and calls for regular,

independent privacy audits for the next 20 years. This is the first time an FTC settlement order has required a

company to implement a comprehensive privacy program to protect the privacy of consumers’ information.

• California has tried to pass a bill that would force Facebook and other social networking sites to allow parents to

police their children’s pages or face fines up to $10,000. The bill, known as the Social Networking Privacy Act,

would require sites to carefully monitor information on those pages of users younger than 18. It would also allow

the parents to demand the site take down whatever they deem unsuitable for their child.

• Maryland's proposed User Name and Password Privacy Protection Bill is intended to protect the personal privacy

of job applicants and employees in the State of Maryland. The bill was drafted because a Maryland Corrections

Officer was asked to turn over his Facebook user name and password during an interview.

• U.S. Representatives Ed Markey and Joe Barton introduced a bill that would make it very difficult for anyone to

go online and track young American children. The new bill would also prevent marketers from gathering

information concerning teenagers’ personal information and location.



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Results from UK Survey

39%

NoPolicy

61%

Have Policy

Social media policy

Did you know ?

51% of workers surveyed claim to engage in social media during work

14% of workers know of somebody disciplined for inappropriate social media activity

Workers aged 18-24 are most regular users – 1 in 5 engage several times an hour

35% UK employees say social media activity is not allowed in workplace

Although policies may exist . . .

24% employees don’t know policy exists

16% receive guidance on what to say

8% receive guidance on what to upload

Source: Protiviti web article click here

http://www.protiviti.com/en-US/About-Us/Media-Center/Press-Releases/Pages/UK-COMPANIES-AT-RISK-FROM-INADEQUATE-SOCIAL-MEDIA-POLICIES-ACCORDING-TO-NEW-PROTIVITI-STUDY.aspx



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Results from other recent studies

• Improve customer relations and build brands81%

• Value in recruitment69%

• Value in customer service64%

• Improves employee morale46%

• Enterprises will have a corporate face book40%

• Discretionary consumer spending influenced80%

Gartner predictions for 2015

Sources:

• Russell Herder and Ethos Business Law

Study http://www.marketingcharts.com,

• Gartner

http://www.webpronews.com/

http://www.marketingcharts.com/





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What’s the Risk?

Information that is strategic to a company could be

inappropriately released. (“Company A whom I work for is

working on this cool new project to…”)

IP Loss

Data that potentially violates regulatory/compliance

requirements could be communicated. (“Celebrity A just came

to the hospital to have this treatment done…”)

Sensitive Data

Loss

Slanderous remarks and comments from a disgruntled

employee could created damaging perceptions. (“If you work

for Company B, you will be mistreated and not respected...”)

Reputation Risk

Statements or other shared media could violate regulatory

and compliance requirements. (“Famous person A just visited

our healthcare facility and was treated for…”)

Regulatory Risk



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What’s the Risk? (cont.)

Remarks about company performance could impact stock

price and performance. (“The strategic plan for Company C is

not going to work and results are not going to be good…”)

Financial Risk

Release of information about what someone is doing or where

someone is traveling. (“Our executive team is meeting at

Location Z…”)

Safety Risk

Remarks made by an individual or friends of an individual

could be viewed by others (“I can’t believe what happened the

other night when I was out for dinner…”)

Personal

Reputation Loss

Appropriate involvement of stakeholders and executive

oversight do not correlate social media activities to company

objectives and culture.

Lack of

Governance



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What’s the Risk? (cont.)

Metrics used to measure results of social media efforts may

be invalid or inappropriately measured leading to poor

decisions and investments.

Metrics Integrity

Risk

Access to social media sites opens the door to unauthorized

disclosure of information as well as in-bound malware and

phishing attacks.

Information

Security Risk

What is said on social media sites can, and will, be used

against individuals and companies in a court of law.Litigation Risk

The rich content and enormous traffic loads of social media

communication will consume network (bandwidth) and storage

resources. Knowing what to plan for is difficult.

Infrastructure

Stability Risk



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Social Media Policies – An Opportunity

• Don’t Start From Scratch

– Leverage your existing policies (acceptable use, communications, HR, etc.) and use the topic to

reinforce what you have in place

– Many companies are sharing their work

• Use new technologies to raise awareness of security, privacy and your organization’s focus

on risk management

– Reinforce enterprise commitment and why it exists

– Make sure employees understand how the technologies will be used (Acceptable Use)

• Communicate the business need and the risks

– Socialize your decision and the criteria

– Use the opportunity to educate your employees on personal use

– Create process to gather feedback and incorporate changes into future versions of the policies



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Where Organizations Typically Seek Assistance

• Refining the scope of the effort

– Help with defining what the intended benefits will be and linkage to other strategic initiatives

• Building meaningful and measurable metrics of merit

– Identify data sources for gathering metrics

– Develop scorecards showing trends and support for intended benefits

• Product selection and implementation

• Organizing a pilot and plan to scale

– Develop an appropriate timeline

– Identify appropriate stakeholders

– Provide perspective on available vendor tools and capabilities

• Identify and implement risk management capabilities

– Inventory risks based on the initiative

• Information security policy refinement



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Discussion Topics



Risk Management




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Contacts

Tom Andreesen

Managing Director

t: +1 913.685.6241

m: +1 913.707.8814

[email protected]

Cal Slemp

Managing Director

t: +1 203.905.2926

m: +1 203.247.2458

[email protected]

Ryan Rubin

Director

t: +44 207.389.0436

m: +44 7867.5066.90

[email protected]

John Hollyoak

Senior Manager

t: +1 312.364.4907

m: +1 312.952.0003

[email protected]

mailto:[email protected]






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Join Protiviti at Gartner Symposium ITxpo 2011

• Orlando, Florida, USA October 16 – 20, 2011

• Join 7,500 senior IT executives – including 2,000 CIOs

• Continue the discussion on social media and a host of other topics – meet with Protiviti

and Gartner experts

• Need more info? Visit http://www.gartner.com/technology/symposium/orlando/index.jsp

http://www.gartner.com/technology/symposium/orlando/index.jsp



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Appendix – Live Poll Results



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Appendix – Live Poll Results

social media lifecycle management

Documents

social graph

social media landscape

social media technologies

integration of social

social crm scrm source

companys internal use

questions link

brand monitoring