Still fighting over who “owns” social media in your organization? It’s time to accept the fact that the answer isn’t Corporate Communications, Marketing, Customer Service, Sales, or HR. It’s all of the above and everyone else. Finding social success at the corporate level requires a cross-functional effort where every business unit has a seat at the table.
As presented by Angela Connor at Internet Summit 2012.
Beyond the EU: DORA and NIS 2 Directive's Global Impact
Social Integration Across the Organizations
1. Silo No More: Social Integration
Across the Organization
Angela Connor; Senior Vice President, Group Director
November 7, 2012
Angela Connor Twitter: @communitygirl Hashtag: #capstratsocial
2. Social is augmenting every
communications touch point in
every company.
Angela Connor Twitter: @communitygirl #capstratsocial
3. No one can be an expert at them all
Angela Connor Twitter: @communitygirl #capstratsocial
4. Don’t fight over who “owns” social
•
Angela Connor Twitter: @communitygirl #capstratsocial
5. A Likely Scenario
Corporate
Communications
Marketing
Sales
Customer
Service
Human
Resources
Angela Connor Twitter: @communitygirl #capstratsocial 5
6. A Realistic View
•
The Social Media
Silo is not a
scalable model.
Angela Connor Twitter: @communitygirl #capstratsocial
7. Social Media “Center of Excellence Model”
Source: http://www.web-strategist.com/blog/2011/04/04/program-plan-the-social-media-center-of-excellence/
Angela Connor Twitter: @communitygirl #capstratsocial
8. Just To Be Clear…
• Adoption of social platforms is high
• Integration of social media is not – BUT that’s changing.
Angela Connor Twitter: @communitygirl #capstratsocial
15. What Does the
Future Hold?
Angela Connor Twitter: @communitygirl #capstratsocial
16. • “Expect that social media will be
integrated into every part of business –
a cross-pollination of
individuals, strategies, engagement
topics and conversations that address
the diverse needs of a diverse
stakeholder base.”
Source: http://www.forbes.com/sites/chrisperry/2011/12/06/asking-who-owns-social-media-youre-missing-the-point/2/
Angela Connor Twitter: @communitygirl #capstratsocial
17. Recap - Trends in Internal Social Integration
• Moving Beyond the Pilot Project
• Company-Wide Training
• Shift in Mindset
• Merging Social Analytics
• Defining Metrics That Matter
Angela Connor Twitter: @communitygirl #capstratsocial
18. Thank You!
Internet Summit 2012
Join me for: “Social Integration
in the Organization: Part 2
Capstrat Webinar
Thursday, December 6, 2012
Angela Connor
SVP; Group Director
http://capstr.at/socmed aconnor@capstrat.com
Register: http://capstr.at/socmed
Angela Connor Twitter: @communitygirl #capstratsocial
Editor's Notes
No single business unit can speak on behalfThe truth of the matter is, no single business unit can answer every question. So whether they are doing the actual posting or providing the content needed - they are a critical component of the effort. The more complex the industry, the harder it becomesSo why simply use them as a resource? Give them a seat at the table and make it better. Because of this cross-functional involvement, this jisso many evrc
Stop fighting over who owns social. The truth of the matter is – Social touches every communications touchpoint of the organization. Work together to identify thought leaders and common objectives. Create best practices for the rest of the organizationIf monitoring, share your findings. Don’t hold it all in one area of the companyDoing social – you ned to understand web traffic.
You’re all probably familiar with the idea of the Social Media Center of Excellence. Jeremiah Owyang of the Altimeter Group has written about this extensively - he shares best practices that have been adopted by organizations who are thriving under this model. Intel is a big one. A lot of large enterprises that are trending in the advanced levels of social maturity. This requires a great deal of coordination among business units. This is a fantastic model, but many aren’t there yet. Provide Customers With a Consistent Social Experience. Business units can either be coordinated in their efforts, or fragmented and decentralized, without a common program in place each business unit will develop their own programs resulting in wasted resources and a fragmented experience to customers. Obtain Efficiency Throughout the Organization. The cost will only increase as more business units develop social efforts on their own without proper “guardrails.” Secondly, this increases time-to-market by enabling various business units to communicate with each other. Foster Accountability Across Business Units. Corporations are saddled with hundreds of social assets which it is having difficulty tracking, let alone the risk of a single vendor selling multiple instances to various business units. This central group helps to sunset abandoned efforts and increase success of those in motion. Coordination Among Business Units. Companies needs processes and policies to handle negative situations and mitigate potential PR crises in social. This centralized group can quickly work with various arms of the company in a coordinated way to reduce risk, and increase responses to PR urgencies.
There’s no secret sauce.
Twitter Engagement Score
There is only one direction- and that has to do with your goals. If it is not aligned, it doesn’t make sense. There will be no story to tell.