A proposal for SXSW Panel Picker 2014. Vote here: http://spr.ly/srmsxsw This is a SXSW panel proposal about Social Relationship Management and How Big Brands Can Organize For Long-Term Success. Hashtag: #srmsxsw Panelists: Michelle Kostya (BlackBerry), Richard Binhammer (Binhammer Social Business), Esteban Contreras (Sprinklr), Frank Eliason (citi) Panel description: As corporate social media management matures, brands are taking their social media efforts to a new level while experimenting with different structures, processes and strategies.The fast pace and new threats posed by social media have created challenges when it comes to managing the madness. This has led to tug-of-wars across product teams, departments, regions and partners such as agencies. Empowered consumers, new technology, C-suite pressure, the proliferation of channels, and global/local sensitivities are adding to the complexity; forcing the enterprise ecosystem to adapt. It's time for brands to have a social relationship roadmap. The panel will share insights from first-hand experience at brands like Blackberry, Dell, Citi and Samsung on: 1) how to align strategy with business goals 2) why scaling globally also means optimizing locally 3) how to integrate social media insights across the organization 4) how social media management has evolved and will continue to evolve Other key topics to be addressed: - How do large organizations set up an operational infrastructure to manage the complexity, volume and unpredictability of social media? What are the best models to communicate and collaborate internally, create/curate content externally, and cultivate meaningful social relationships? - How is new social relationship technology enabling brands to manage and scale social media efforts effectively across large global organizations? And how do you navigate the proliferation of social technology? - How important is governance and process? And, how do you get social media practitioners to buy in – when often process is seen as “slowing down” work? - How can large brands ensure the right strategies translate to the right tactics? - How should practitioners balance between creative and innovative programs vs. day-to-day optimization across their social channels? Vote on SXSW's Panel Picker 2014 http://panelpicker.sxsw.com/vote/20702

1. SOCIAL
RELATIONSHIP
MANAGEMENT:
HOW BIG BRANDS
CAN ORGANIZE
FOR LONG-TERM
SUCCESS
BINHAMMER + CONTRERAS + ELIASON + KOSTYA

2. “Traditionally, Business
and Technology:
aimed to deliver
efficient organization of
work through
specialization of labor.”
1776, Adam Smith, Wealth of Nations
http://spr.ly/srmsxsw

3. The World Has
Changed.
Business and
Technology Must Once
Again Converge.
A New Infrastructure
Is Needed…
http://spr.ly/srmsxsw

4. Consumers are
now in control.
Consumers now
drive influence.
Control is not as
successful as
influence.
Mass advertising no
longer drives
influence.
http://spr.ly/srmsxsw

5. 20MM+ users
225MM+ members
130MM+ active users
359MM+ monthly active users
118MM+ blogs
70MM+ monthly active users
1.1 B+ monthly active users
200MM+ monthly active users
1 B+ monthly visitors
530MM+ registered users
368MM+ registered users
300MM+ registered users
133MM+ active users
14MM+ registered users
130MM+ users
13MM+ registered users
THE WEB HAS GONE SOCIAL
http://spr.ly/srmsxsw

6. SOCIAL MEDIA IS (ALMOST) UBIQUITOUS
1.82 B2014 Projected Social Network Users
http://spr.ly/srmsxsw

7. SOCIAL MEDIA IS DISRUPTIVE
http://spr.ly/srmsxsw

8. BRANDS ARE ADAPTING
http://spr.ly/srmsxsw

9. BRANDS ARE INNOVATING
http://spr.ly/srmsxsw

10. BRANDS ARE OPTIMIZING
http://spr.ly/srmsxsw

11. NOW WHAT?
http://spr.ly/srmsxsw

12. DOES YOUR BRAND
HAVE A LONG-TERM
SOCIAL RELATIONSHIP
STRATEGY?
http://spr.ly/srmsxsw

13. Content
Management
Collaboration
Management
Listening &
Monitoring
Publishing &
Engagement
Campaign
Management
Audience
Management
TECH
INFRASTRUCTURE
One Vision
2 31GOALS
VISION
Shared Values
Global Teams
Processes
Regional and
Local Teams
Skill Sets
Business Unit
Teams
Reporting &
Analytics
Community
Management
Paid Media
Management
Integration
Management
Knowledge
Management
Social Curation
and Syndication
HUMAN
INFRASTRUCTURE Brand and
Product Teams
Guidelines
4
TACTICS
STRATEGIES 2 31 4
2 31 4

14. ARE YOU SURE?
http://spr.ly/srmsxsw

15. Content
Management
Collaboration
Management
Listening
Publishing &
Engagement
Campaign
Management
Audience
Management
TECH
INFRASTRUCTURE
One Vision
2 31GOALS
VISION
Shared Values
Global Teams
Process
Regional and
Local Teams
Skill Sets
Business Unit
Teams
Reporting &
Analytics
Community
Management
Paid Media
Management
Integration
Management
Knowledge
Management
Social Curation
and Syndication
HUMAN
INFRASTRUCTURE Brand and
Product Teams
Guidelines
4
TACTICS
STRATEGIES
2 31 4
2 31 4
LONG-TERM MEANS
100X MORE INBOUND VOLUME
100X MORE COMPLEXITY
100X MORE UNPREDICTABILIITY

16. Content
Management
Collaboration
Management
Listening
Publishing &
Engagement
Campaign
Management
Audience
Management
TECH
INFRASTRUCTURE
One Vision
2 31GOALS
VISION
Shared Values
Global Teams
Process
Regional and
Local Teams
Skill Sets
Business Unit
Teams
Reporting &
Analytics
Community
Management
Paid Media
Management
Integration
Management
Knowledge
Management
Social Curation
and Syndication
HUMAN
INFRASTRUCTURE Brand and
Product Teams
Guidelines
4
TACTICS
STRATEGIES 2 31 4
2 31 4
LONG-TERM MEANS
ONE SCALABLE + GLOBAL
BRAND DIRECTION
&
ONE UNIFIED VIEW OF
EACH CUSTOMER

17. LET’S TALK ABOUT IT.

18. PANELISTS:
Richard Binhammer is one of the early adopters of social media for business. In 2006, he became active in the social
media field by engaging with bloggers who were using their new-found influence to impact brands and corporate
reputations. Binhammer joined Dell in corporate communications as a member of the public affairs team in 2005,
managing its community efforts in North America and Asia Pacific. His background includes more than 20 years of
experience in issue management, public positioning, media relations and stakeholder outreach. Binhammer earned
bachelor’s and master’s degrees in political science from Queen’s University in Canada.
Esteban Contreras is the Director of Strategy at Sprinklr, a leading enterprise Social Relationship Platform powering
many of the world's top brands. Esteban is the author of "SOCIAL STATE: Thoughts, Stats and Stories about the State
of Social Media in 2013," and the President of Social Nerdia Consulting. Esteban is also the former Social Media
Manager for Samsung USA, where he led the social media strategy for the Samsung brand in the United States. Born in
Guatemala City, Guatemala, he spent a decade in various cities in the U.S. before moving to New Westminster, BC,
where he lives today with his wife and two dogs.
Michelle Kostya is the Senior Manager, Social Media at BlackBerry in this role Michelle manages global social
platforms including community management and content strategy. Previously she worked at Rogers Communications in
the Social Media Centre of Excellence to provide guidelines, best practices as well as a framework for measurement and
social media insights for the company. Prior to moving to Rogers she was also integral in setting the road map and
direction for social customer service at BlackBerry. Michelle’s background in customer service as well as marketing,
product management provides her with a unique perspective on social media in business.
Frank Eliason Frank Eliason, Citibank’s Director of Global Social Media, has been described as the “most famous
customer service manager in the U.S., possibly the world.” By expanding the reach of customer service via social media,
and taking the simple approach of asking "Can we help?” he repositioned the relationship between Comcast and its
customers. His efforts at Comcast inspired a global wave of innovation in the way businesses communicate and engage
with their customers—using new communication channels to improve customer experience. In April 2012, Wiley published
his first book, @YourService. The book is a look at the intersection of Customer Service, PR and marketing.
BINHAMMER + CONTRERAS + ELIASON + KOSTYA

19. VOTE TO SEE US AT SXSW:
http://spr.ly/srmsxsw
BINHAMMER + CONTRERAS + ELIASON + KOSTYA