CHANGE MANAGEMENT 2.0CHANGE MANAGEMENT 2.0How a social media strategy smoothes the bumpy road of

managing online communications

Jason Falls, Vice President, Interactive & Jason Falls, Vice President, Interactive & Online Communications, Doe AndersonOnline Communications, Doe Anderson

Heidi Sullivan, Director, Media Research, CisionHeidi Sullivan, Director, Media Research, Cision

Getting Started in Social MediaGetting Started in Social Media

The 4 Big Questions

What are my goals?

Who is my target community?

Who will represent my brand?

How will I measure my success?

Change Management 2.0:

Jason Falls, Doe Anderson

Heidi Sullivan, Cision

Using Social Media to Connect with Using Social Media to Connect with Consumers, the Media & Consumers, the Media &

ProfessionalsProfessionals

THE GOVERNING PRINCIPLES

• Be transparent

• Respect preferences

• Don’t pitch, converse!

Change Management 2.0:

Jason Falls, Doe Anderson

Heidi Sullivan, Cision

Creating a Corporate Social Media Creating a Corporate Social Media PolicyPolicy

• Identify your social media representative(s) and outline goals, messaging and rules of engagement

• Build guidelines for non-reps on engaging on behalf of your brand

• Outline what can/can’t be done during working hours (A study of office workers in UK has found that banning access to websites at work actually decreases staff productivity.)

• Don’t bury this policy in the employee handbook – make sure it is reviewed and updated regularly

Change Management 2.0:

Jason Falls, Doe Anderson

Heidi Sullivan, Cision

Personality 2.0Personality 2.0• Go in with a plan• Be yourself, but remember that you represent your brand• Social media gives others a snapshot of you: What does your

picture look like?• Listen to the tone of each site before engaging• Creating a mix of content: ⅓ about you, ⅓ sharing

articles/ideas, ⅓ conversation• Regularly clean up your profiles• Stay for the marathon, not the sprint, to build relationships

Change Management 2.0:

Jason Falls, Doe Anderson

Heidi Sullivan, Cision

Listening: The Basic ToolsListening: The Basic Tools Alerts: Monitor your brand, your

competitors, your industry and you!

Find influencers & blogs in your industry

Twitter Search: Who’s talking about you?

Change Management 2.0:

Jason Falls, Doe Anderson

Heidi Sullivan, Cision

Listening: The Advanced ToolsListening: The Advanced Tools

Social Media Dashboard powered by Radian6

Yahoo! Pipes: Search for the Point of Need and other monitoring

Ning allows you to create your own social network (some use for market research)

Change Management 2.0:

Jason Falls, Doe Anderson

Heidi Sullivan, Cision

Case Case StudiesStudies

Turning Detractors Turning Detractors into Fansinto Fans

Change Management 2.0:

Jason Falls, Doe Anderson

Heidi Sullivan, Cision

• Clearly Identify & Disclose Who You Are/With

• State Your Reason For Being There

• Listen

• Play Nice With Others

• DO NOT SELL

Spamless EngagementSpamless Engagement

LionelatDell – TwitterExamplesExamples

• Acknowledge their right to complain

• Apologize (if warranted)

• Assert (if warranted)

• Assess what will help them feel better

• Act accordingly (if possible)

• Abdicate (sometimes a turd is a turd)

Dealing with DetractorsDealing with Detractors

Source: “Online

Community Best

Practices” by Jeremiah Owyang, Forrester Research,

March 2008; Used with

permission.

Types of DetractorsTypes of Detractors

Boingo – Various platforms

ExamplesExamples

BioH/Cargill – The Urban Lifestyle

ExamplesExamples

Let’s ConnectLet’s ConnectJason FallsVP, Director of Interactive& On-Line CommunicationsDoe-Anderson

heidi.sullivan@cision.comTwitter: @hksullyO: 312-873-6653

blog.us.cision.com

Heidi SullivanDirector, Media ResearchCision US, Inc.

jfalls@doeanderson.comTwitter: @JasonFalls

O: 502.815.3257www.socialmediaexplorer.com