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![Thank you
Dave Fleet, VP Digital, Edelman
Dave.Fleet [at] edelman.com | Edelman.com
Edelman.com](https://image.slidesharecdn.com/blogworldnewyork2012-sixessentialshiftsinsocialmediastrategy-120607232250-phpapp01/85/Six-Essential-Shifts-in-Social-Media-Strategy-66-320.jpg)
![Thank you
Dave Fleet, VP Digital, Edelman
Dave.Fleet [at] edelman.com | Edelman.com
Edelman.com](https://image.slidesharecdn.com/blogworldnewyork2012-sixessentialshiftsinsocialmediastrategy-120607232250-phpapp01/75/Six-Essential-Shifts-in-Social-Media-Strategy-66-2048.jpg)
Uploaded byDave Fleet
Six Essential Shifts in Social Media Strategy
The document outlines six critical shifts for effective social media strategy, emphasizing the transition from superficial tactics to a comprehensive social business approach. It stresses the importance of setting measurable objectives, integrating various departments, and creating meaningful content while fostering genuine community engagement. The key takeaways include stepping away from flashy strategies, focusing on real business goals, and enhancing communication throughout the organization.
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Six Essential Shifts in Social Media Strategy
- 1. Six Important Shiftsfor Social Media Strategy Dave Fleet, VP Digital, Edelman Edelman.com
- 2.
- 4.
- 5. We’ve gone fromthis…
- 6. …to this. !! <Grumble>
- 7. Shiny objects dominatediscussion…
- 8. …as do shinytactics
- 9. Basement punditry isprevalent
- 10. Fueled by acampfire mentality. Flickr: usnationalarchives
- 11. We’re living ina fishbowl… Flickr: Christian O. Harris
- 12. …while the “#Failpolice” circle
- 13. Companies are usingsocial like a slot machine Flickr: ragingwire
- 15. 1. Social business 2. Objectives 3. Measurement 4. Integration 5. Content 6. Community Management
- 16. 1. Social Business:Step away from shiny
- 17. SOCIAL BUSINESS Let thebees do the buzzing Stock.schng: unaranja
- 18. SOCIAL BUSINESS Change theconversation • Ask “why” • GMOOT Business objectives • Know when to step away
- 19. SOCIAL BUSINESS Focus onthe less shiny object
- 20. SOCIAL BUSINESS The socialbrand is only half the puzzle Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND (External) Source: Edelman 2011, edelmandigital.com
- 21. SOCIAL BUSINESS Social businessenables the social brand Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND SOCIAL BUSINESS (External) (Internal) Training Process Collaboration Organization Models Research & Development Source: Edelman 2011, edelmandigital.com Policies & Guidelines Knowledge Sharing Culture Infrastructure
- 22. SOCIAL BUSINESS The socialcompany integrates both Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND MEASURABLE OUTCOMES SOCIAL BUSINESS (External) (Internal) Training Process Collaboration Organization Models Research & Development Source: Edelman 2011, edelmandigital.com Policies & Guidelines Knowledge Sharing Culture Infrastructure
- 23. SOCIAL BUSINESS From social tactics to social business I • Steering Committee Identified • Social Enterprise Architecture • Partners Coordinated & Connected • Systems Integrated on Back End N • Governance models in place Constructed To Internal Lead • Employees, Partners, & T • Internal network deployed • Rules Of Engagement Circulated • Social CMS Tools & Internal Staffing Customers Connected E • Listening tools & process in place • Early Adopter Training Initiated Formalized • Culture of Organization More R • KPI/Measurement Framework • Monitoring/Analytics inform policy, • Regional Additions to Steering Adaptable Established process and content Committee N • People, Processes & Platform • Policy established • Community Management Plan • Training Rolled Out In Across Maturity Well Established A Activated Entire Organization L • Center of Excellence Identified CRAWL WALK RUN FLY POLICY, PROCESS, PROCEDURE PROPERTY MANAGEMENT ECOSYSTEM ENGAGEMENT SOCIAL INNOVATION & E INTEGRATION X • Public Facing Moderation Policy • Social properties enhanced • Influencer Partnerships formed T • Community Coordination • Voice and tone established • Platform Partnerships solidified • Ambassador Programs operating E globally • Content Development • Influencers identified • Engagement at scale established R • Employees engaged systematically • Controlled Paid Media in Social • Test & learn pilots launched • Coordination Exists Between N Social, Owned, Mainstream & • Systems integrated on front end • Content Published Across A Multiple Properties Hybrid Properties • All business function integrate Source: • Measurement, KPI’s Formalized & social layer L Edelman 2011, edelmandigital.com Standardized Across Organization • Product /service innovations result AD HOC SOCIAL MEDIA TACTICS THE BUSINESS ITSELF IS SOCIAL
- 24. 2. Set betterobjectives
- 25. Stop setting thewrong objectives OBJECTIVES Specific Measurable Dumb Achievable Relevant Time-bound Increase awareness of the benefits of a Gain 100,000 followers specific attribute among female New Yorkers aged 25-34 by 20% from June to September
- 26. The Strategy Pyramid OBJECTIVES Business Objectives Social Media Goals Program Objectives Strategy Source: Dave Fleet Edelman 2012, edelmandigital.com Tactics
- 27. Setting better objectives 1.Tie back to business objectives 2.Consider the context 3.Stay above the “how” and “what” 4.Ensure objectives are measurable
- 28. 3. Measure againstobjectives
- 29. Measurement is achallenge for companies MEASUREMENT
- 30. Problems with measurement MEASUREMENT 1. Focusing on the wrong things 2. Unrealistic over true meanings 3. Made-up numbers 4. Lack of insights focus
- 31. Focus on theright things MEASUREMENT
- 32. Know what thenumbers mean MEASUREMENT “Right now you may only reach 16% of your fans each week.”
- 33. Declare war onmade-up metrics MEASUREMENT “…multipliers are “silly” and should never be applied unless proven to exist in a specific case.” Barcelona Declaration of Research Principles, 2010 http://www.instituteforpr.org/2010/06/the-barcelona-declaration-of-research-principles/
- 34. Generate and driveinsights MEASUREMENT Business Objectives Measurable Insight-fueled Results Course correction objectives plans measurement Strategy Planning Execution Assessment Source: Dave Fleet Edelman 2012, edelmandigital.com
- 35. Generate and driveinsights MEASUREMENT BUILDS ON EXISTING COMMUNITY EQUITY ACTIVE ACTIVE CAMPAIGN CAMPAIGN SPIKE SPIKE ABANDONMENT VALLEY MANAGED COMMUNITY CONSUMER CONVERSATIONS
- 36. Generate and driveinsights MEASUREMENT Business Objectives Measurable Insight-fueled Results Course correction objectives plans measurement Strategy Planning Execution Assessment Source: Dave Fleet Edelman 2012, edelmandigital.com
- 37. We can’t measurein isolation MEASUREMENT Flickr: deartistzwei
- 38. 4. Integrate andbust silos
- 39. There’s a tug-of-warover social media INTEGRATION Flickr: JoePhilipson
- 40. Silos persist, buteveryone wants social INTEGRATION marketing public human customer product relations resources service development “To stand out in a commoditized market, companies must understand what customers truly value. The only way to do that is to break down the traditional, often entrenched, silos and unite resources to focus directly on customer needs." ~Ranjay Gulati, Harvard Business Review
- 41. Transmedia storytelling CONTENT
- 42. Four approaches tointegration INTEGRATION 1.Tactical execution 2.Reporting structures 3.Governance 4.Organizational models
- 43. Integrate at thetactical level INTEGRATION 1.Co-opt others 2.Pay it forward 3.Think long-term 4.Work broadly
- 44. Integrate through reportingstructures INTEGRATION 44
- 45. Integrate through governance INTEGRATION INTEGRATION B GLOBAL DIGITAL SOCIAL P B = BRANDS, P = PARTNERS, O = OPERATIONS SERVICES MEDIA COMMITTEE O AGENCY PARTNERS SOCIAL YES L WHICH BRAND PILOT RESULTS MEDIA BRAND TEAM BRAND? X PROGRAM REPORTED COMMITTEE NO M Source: Edelman 2011, edelmandigital.com L = LAUNCH TECHNOLOGY M = MEASURE PARTNERS PLANNING STRATEGY IMPLEMENTATION
- 46. Integrate through organizationmodels INTEGRATION T T T BT S D BT BT S D BRAND S D STRATEGY BRAND OR BU BRAND T Source: Edelman 2011, edelmandigital.com OR BU OR BU T BT BRAND BRAND S D BT OR BU OR BU S D PLANNING & T BRAND COE BRAND INTEGRATION T OR BU OR BU BT BT S D S D BRAND BRAND OR BU OR BU T T KEY BRAND BRAND BT OR BU OR BU IMPLEMENTATION BT: BRAND OR BUSINESS UNIT TEAMS BT S D S D T: TRADITIONAL T T D: DIGITAL S: SOCIAL BT BT S D S D 46
- 47. 5. Create bettercontent
- 48. Don’t just feedthe beast CONTENT
- 49. Consider: CONTENT Objectives Source Execution
- 50. Consider your contentobjectives CONTENT
- 51. Stay interesting bycurating CONTENT Source: Timo Elliott
- 52. Curation Cycle CONTENT Identify Frame Collaborate
- 53. Executing your contentplan CONTENT 1. Volume 2. Mix 3. Format
- 54. Content volume CONTENT
- 55. Content mix CONTENT
- 56. Content format CONTENT Animation Video Webinar White Paper How-to Audio eBook Chart FAQ Photo Podcast Tip sheet Presentation Interview Infographic Cover photo Case Study
- 57. The 5 C’sof community CONTENT
- 58. 6. Engage likea human
- 59. Embassies are yourhome away from home COMMUNITY Embassies are an established presence where interactions, conversations and participation are facilitated by one or more Ambassadors of the brand or organization who manages them.
- 60. Other peoples’ outpostsneed envoys COMMUNITY Envoys are employees, agents or members of the public who are willingly dispatched to “outposts”— properties that are not owned or controlled by the business, brand or organization.
- 61. Even big companiesget it wrong COMMUNITY
- 62. Balance humanizing brands,with process 1.Embrace the 99% 2.Establish processes to reduce risk
- 63. Choir-preaching brands missthe bigger opportunity COMMUNITY Critic Neutral Advocate Sentiment
- 64. Engagement Framework COMMUNITY Source: David Armano, Edelman 2011, edelmandigital.com
- 65. In summary... 1. Step away from the shiny object 2. Set better objectives 3. Measure against those objectives 4. Integrate and bust open silos 5. Plan and create better content 6. Engage like a human
- 66. Thank you Dave Fleet, VP Digital, Edelman Dave.Fleet [at] edelman.com | Edelman.com Edelman.com