IIA Chicago Chapter 53rd Annual SeminarApril 15, 2013, Donald E. Stephens Convention Center
@IIAChicago
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Social MediaUncovering Opportunity and Governing Risk
Gregory HedgesManaging Director Social Business, Protiviti
Reba HervasPresident, Overshadowed Theatrical Productions
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 2
A View of Social Business
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 3
Major risk with social technologies:
acquire and serve customers
improve collaborationand
in new ways
passing up opportunities to
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 4
Relationships Take Time and ResourcesIn
itia
l Recognition
Awareness
Resonance
Brand Interest
Re
pe
atab
le Engagement
Understanding of compatibility
Piqued interest
Acknowledgement of relationship
De
fin
ed Friendship
Contextual Trust
Contextual Loyalty
Contextual Advocacy Man
age
d Collaboration
Forgiveness
Advocacy & Defense
Universal Trust
Universal Loyalty
Community (Relationship-Based) Engagement
Inexpensive and Fast
Cost Effective and Faster (trust-based)
Direct Engagement
Social Media (Content-Based) Engagement
Expensive and Slow
Social Business Communities’ Role in Strengthening Relationships
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 5
Overshadowed Theatrical Productions
– Theatre with a difference
– Professional quality
– Family friendly
– A growing regional theatre group with a loyal fan base
– Non-profit
Case Study: OvershadowedSocial Business Strategy Development
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 6
Case Study: OvershadowedSocial Business Strategy Development
Discover Strategic GapsBenchmark Social Business
and Web StrategyEnvision the Future
Stakeholder Interviews Competitive Analysis
Objective: Understand the organization’s current state of social media channels and website and compare to industry best practices.
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 7
Case Study: OvershadowedSocial Business Strategy Development
Benchmark Social Business
and Web StrategyEnvision the Future
Synthesize Interview Takeaways Identify Opportunities
Objective: Understand how social media can best support the business and effectively engage the target audiences.
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 8
Case Study: OvershadowedSocial Business Strategy Development
Discover Strategic GapsEnvision the Future
Create Social Business and Web Strategy Create Tactical Plan
Objective: Determine the required actions and resources to move the organization from current state to desired future state.
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 9
Case Study: OvershadowedIn
itia
l Recognition
Awareness
Resonance
Brand Interest
Re
pe
atab
le Engagement
Understanding of compatibility
Piqued interest
Acknowledgement of relationship
De
fin
ed Friendship
Contextual Trust
Contextual Loyalty
Contextual Advocacy Man
age
d Collaboration
Forgiveness
Advocacy & Defense
Universal Trust
Universal Loyalty
Inexpensive and Fast
Cost Effective and Faster (trust-based)
Direct Engagement
Social Media (Content-Based) Engagement
Expensive and Slow
Volunteers / Actors
Sponsors / Partners
Community (Relationship-Based) Engagement
Theatergoers
Analysis of Overshadowed’s Prospects
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 10
Case Study: OvershadowedStrategic Challenges Uncovered
no effective way to isolate and build a
social media strategy in and of itself
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 11
Case Study: OvershadowedStrategic Challenges Uncovered
identify key source of all increased involvement
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 12
Case Study: OvershadowedStrategic Challenges Uncovered
regardless of how amazing you make social media…
…the whole effort fails if you do not communicate the most
critical content!
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 13
– Encompass social as well as other channels, such as online and direct engagement
– Establish an identity filter for all content
– Identify key demographics for theatergoers
– Develop tactical improvements for social media channels
Case Study: Overshadowed
1 2 3 4 5 6 7 8 9
Lo
wH
igh
Gro
wth
Low Effort
HighLow
3
7
1
5
2
4
6 8
1
2
3
4
5
6
7
8
9
Strategic Takeaways
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 14
Community Maturity Model
ManagedDefinedRepeatableInitialCommunity
Management Processes
Process Maturity Benchmarks
Develop and
Communicate Strategy
Sustain Leadership
Promote Culture
Manage Community
Refresh Content &
Programming
Enforce Policies &
Governance
Deploy Tools
Measure and Report
Familiarize and Listen
Command and Control
Reactive
None
Formal and Structured
No Guidelines
Consumer tools used by individuals
Anecdotal
Participate
Consensus
Contributive
Informal
Some user generated content
Restrictive
Consumer and self service tools
Activity Tracking
Build
Collaborative
Emergent
Defined roles and processes
Community created content
Flexible
Mix of consumer and enterprise tools
Activities and Content
Integrate
Distributed
Activist
Integrated roles and processes
Integrated formal and user generated
Inclusive
‘Social’ functionality is integrated throughout
Behaviors and Outcomes
Str
ate
gy
Govern
ance
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 15
Community managers should ensure that proper policies and guidelines are in place before the
organization engages in social media.
Enforce Policies and Governance
ManagedDefinedRepeatableInitialCommunity
Management Process
Process Maturity Benchmarks
No Guidelines Restrictive Flexible InclusiveEnforce Policies & Governance
Policy (What) + Process (How) + Who = Governance
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 16
Social Business Metric MaturityIn
itia
l Recognition
Awareness
Resonance
Brand Interest
Re
pe
atab
le Engagement
Understanding of compatibility
Piqued interest
Acknowledgement of relationship
De
fin
ed Friendship
Contextual Trust
Contextual Loyalty
Contextual Advocacy Man
age
d Collaboration
Forgiveness
Advocacy & Defense
Universal Trust
Universal Loyalty
• # of Followers / Friends• # of Posts / Tweets• # of Policy Violations• # of Links Visited• # of Inquiries / Response• # of Downloads• # of Issues / Problems
• Effort Spent Learning• Effectiveness of
Training• Effort Building Initial
Properties • # of Mentions• # of Re-tweets• # of Links• # of Shares• # of Comments• # of Registrations
• Types of content that drives the most interest
• Employee activity and use patterns
• # of Referrals• # of Prospects
identified• % of Reach (Share of
Voice)
• Pilot Success• Customer Feedback• Customer Sentiment
• # of prospectsconverted into customers
• Cost Savings Realized
Qualitative
Quantitative
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April 15, 2013 IIA Chicago Chapter 53rd Annual Seminar 17Involvement
Go
vern
ance
Managed
Defined
Repeatable
Initial
Stra
tegi
esPo
licie
s
Listening Engaging
Customer Engagement ContinuumLike Brakes on a Car, Governance helps you move Fast with Social Business Involvement
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