L1ft operationalizing_social_pres

© 2011 L1FT Digital LLC

OPERATIONALIZING

SOCIAL MEDIA Amanda Moore, Digital Strategist

@L1FTdigital

© 2011 L1FT Digital LLC © 2011 L1FT Digital LLC

Operationalizing social media

• Why operationalize social media?

• Organizational models

• Program stages and elements

9/12/2011 Operationalizing Social Media, Amanda Moore 2


WHY OPERATIONALIZE

SOCIAL MEDIA?



Why operationalize social media?

Mastering social media is earning the right to engage with

the tribe… • Listening and observing

• Gaining trust

• Offering value

• Messaging authentically

• Correcting errors quickly



…and realizing how ridiculously

obvious and transparent brands

are within the social space


TRIBE RULES

1. No matter what our communication goals are,

consumers have their own

2. Our purpose statement doesn’t govern our

social presence; legally-vetted policies do

3. Feedback happens whether we ask for it (or see

it, or hear it) or not; embrace it

4. Social media can build brand equity – positive,

negative or neutral – whether or not we

participate

5. User-generated content is optimized for search

engines, and stays around for a long time

6. If we correct issues quickly, the tribe forgives

and may even champion your brand





• Campaigns are only the tip

of the iceberg

• To achieve authenticity we

need programs

• Social media programs • Reinforce and strengthen

campaigns

• Are steeped in goals and

strategies

• Are operationalized (i.e., day job)

• Prosper in an environment of C-

level support


Goals and strategies





Social media is not just Marketing

Sales

Customer

Experience Business

Leadership

Marketing

PEOPLE PRODUCT

Help!


ORGANIZATIONAL MODELS



Organization models - Centralized

• A central group initiates

and represents business

units

• Used by highly regulated

industries


Source: http://www.web-strategist.com

http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/


Organization models - Dandelion

• Central policies and

guidelines

• Ambassador training

programs

• Business units and

geographies make

decisions

• Cross-functional

collaboration and

information sharing


Source: http://www.web-strategist.com



Organization models

Most companies that organize for social media employ Hub

and Spoke


Source: Survey of 140 Corporate Social Strategists, Altimeter Group (2010);

http://www.web-strategist.com



Guidelines for your internal tribe 1. Listening (monitoring) is the first thing that should be

operationalized

2. Marketing, PR, Products, Sales, Support, and HR must all be

aligned around the social media policy

3. They should be coordinating their efforts, using common

platforms, and sharing best practices

4. An ambassador program should be launched to train individuals

across multiple departments to represent the brand

5. Social media organization is not the org chart, it is a cultural

change; and it needs C-level buy in and support




PROGRAM STAGES AND

ELEMENTS



Three stages of operationalization

• Foundational

• Functional

• Personal



Foundational program elements


LISTEN ENGAGE MEASURE

Social monitoring

tool selection and

investment

Monitoring report

format and frequency

Risk analyses

Policies and

guidelines for all

employees

Brand ambassador

program for select

cross-functional

team

Engagement

strategies

Social media “solar

system” of networks

and platforms

Social media

program goals and

KPI’s

Measurement plan

Clear owners and

domains across

departments

Clear connection

between social

programs and top

line business and

brand goals


Functional program elements



Monitoring

dashboards,

workspaces and

daily alerts

Routine social media

audits

Employee

notification and

reward system

Crisis plan and

reactive response

tiers

Proactive publishing

calendar and

workflows

Ambassador training

Training on specific

social platforms and

networks

KPI’s and tagging

structures

Specific monitoring

strategies

Program dashboards

and reporting

processes


Personal program elements



Dashboard and

monitoring

workspace for each

group

Daily alerts for key

individuals

Specific roadmap for

each department

HR, IR, PR, Product,

Marketing, Sales

ownership of their

part

Cross-functional

customer summits

and/or digital

summits

Social media roles

and responsibilities

reflected in personal

performance metrics


CONTACT Amanda Moore, Digital Strategist

L1FT Digital LLC

Email: [email protected]

Twitter: @L1FTdigital

Linkedin: http://www.linkedin.com/in/amandamooreortega

Phone: 404-704-4182


mailto:[email protected]

http://www.linkedin.com/in/amandamooreortega

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