Organizing for Social Media Webinar

Organizing for Social MediaJune 4, 2010#Organize#OrganizeToday’s SpeakersModeratorSteve GoldbachPartnerMonitor Group@steven_goldbachLarry WeberGreg MatthewsChairmanSocial Media DirectorDigital Influence Group andWCG Racepoint Group(Formerly Humana)@thelarryweber@chimoose#Organize2About UsFull service digital agency that is social media at its coreA global public relations agency that helps clients harness the power of both traditional and social media to strengthen reputation and drive business#Organize3Introducing Larry WeberChairman@thelarryweber#Organize4New Rules of EngagementOld MarketingNew MarketingOne-way communicationBrand is dialogueBrand recall is holy grailCustomers determine brand valueContent controlled by marketersEnterprise + user-generated contentVirality driven by flashVirality based on contentExpert reviewsUser reviewsPublishers control channelsPublishers build relationshipsTop-down strategyBottom-up strategyEmphasis on cost – CPMInvest for growth – Measurable ROI#Organize5Social Media is EVERYWHEREBreaking down walls between:• Marketing disciplines • PR, Advertising, Events, Promo• Marketing and other functions• IT, Customer Service, HR• Enterprise and external stakeholders• Customers, resellers, investors#Organize6Social Media Cross-Functional Steering CommitteeCEOMKTGPROD DEVLEGALStrategy, Governance, TechnologyHRBest Practices, Training, LeadershipITOPSSERVICEMKTGOPSITHRSERVICE#Organize7New Social Media Roles – A Strategic ApproachSOCIALSTRATEGYACTIVATION &MEASUREMENT EXPERIENCE& PLANNINGSUSTAINMENT& ANALYTICSDESIGNSocial Creative Engagement Social Media StrategistDirectorManagerAnalystUser Content ExperienceManagerDesignerMedia Technology Planner/GuruBuyer#Organize8Where do we go from here?• Establish the Social Media Cross-Functional Steering Committee• Set enterprise social media goals and measurement metrics• Do a social media skills audit across your organization• Supplement internal resources with external expertise#Organize9Introducing Steve GoldbachPartnerMonitor Group#Organize10