PROJECT MANAGEMENT AND ORGANIZATIONAL TRANSFORMATION SEMINAR. Cara Stewart, Principal, Remarx Media Inc.

Transcription

1 PROJECT MANAGEMENT AND ORGANIZATIONAL TRANSFORMATION SEMINAR Cara Stewart, Principal, Remarx Media Inc.

2 SOCIAL MEDIA DEFINED Social media: a broad set of online activities driving interaction among individuals and groups using technology applications.

3 SOCIAL MEDIA FOR PROJECT MANAGEMENT As it relates to project management, companies value social media for one chief reason, relationships. Relationships drive the project management cycle because its communications process is more complicated and dependent upon so many internal and external stakeholders.

4 THE ART OF BUSINESS STORYTELLING Your job: ensure successful delivery of ideas throughout communications chain.

5 IN WITH THE NEW, OUT WITH THE OLD Or how do I integrate traditional sales and marketing with digital media?

6 SOCIAL MEDIA, STATISTICALLY SPEAKING If Facebook were a country, it would be the world s 4 th largest between the U.S. and Indonesia The fastest growing segment on Facebook is year-old females The 2 nd largest search engine is YouTube 25% of search results for the world s top 20 largest brands are links to user-generated content 78% of buyers trust peer recommendations (only 14% trust advertisements) 25% of Americans in the past month said they watched a short video on their phone

7 ADOPTION AT A STAGGERING RATE Years to reach 50M users: Radio (38 years) TV (13 years) Internet (4 years) ipod (3 years) Facebook added 100M users in less than 9 months iphone applications hit 1B in 9 months

8 SOCIAL MEDIA TOOLS Conversations Collaboration Multimedia Rants & Raves Brand Monitoring

9 SOCIAL MEDIA DEMOGRAPHICS Facebook LinkedIn 99.6 million visitors/month 54% female 46% between ages of 18 to 34 58% earn more than $60K 42% collegeeducated 28 million visitors/month 53% male 78% over the age of 35 68% earn more than $60K 50% collegeeducated Twitter 27 million visitors/month 53% female 72% between ages of 18 and 49 52% earn more than $60K 42% collegeeducated

10 THE OLD COMMUNICATOR S TOOL BOX

11 THE NEW COMMUNICATOR S TOOL BOX courtesy: WebGuild

12 ISN T FACEBOOK TO PLAY MAFIA WARS? Or how do I become a communicator without ruining my reputation or losing control?

13 THE ART OF CONVERSATION Social media is a two-way conversation that requires brand-alignment and planning. One: Observe Yourself Two: Listen to Others Three: Define Community Expectations Four: Define Your Assets Five: Set Goals and Metrics Six: Concentrate on Channels Seven: Engage in Conversations

14 ROLAND DGA INFLUENCER IMPRESSIONS: Product quality is consistently high Marketing acumen leads industry Dealer and customer education is consistently high Company is responsive Marketing leads like-sized competitors in innovation Executives have commitment to transparency and authenticity

15 ROLAND DGA BRAND PERSONALITY Professional Informative Consistent Reliability High-quality Passionate Innovative Creative Easy-to-understand Responsive Fun/Witty

16 ROLAND TWEETSTATS 1.5 tweets per day 13 tweets per month Gains an average of 27 followers per month Follow-to-follower ration is 2:1 Tweets consistently through the week, with most posted on Tuesdays between 11 a.m. and 2 p.m. Tweets are posted via the web, with TweetDeck and TweetPhoto also used The top five words used among all tweets are Roland, booth, printer, new and cutter. This was a huge area for improvement.

17 ONE: OBSERVE YOURSELF At this stage, we observe: Brand personality Methodologies and channels Target audiences Audience involvement

18 TWO: LISTEN TO OTHERS As in the best practices of holding a real-life conversation, companies engaged in social media marketing should listen to stakeholders more than 50 percent of the time

19 ROLAND S LISTENING ACTIVITIES Twitter Few retweets (RTs) and replies (@reply) This is an area that needs improvement Facebook Business page for Restylers Successful interactions through photos, videos and content Exhibit humility Discussions show gratitude and encouragement

20 LISTENING TO COMPETITION Roland DGA stood out among similar-size competitors Of the 26 competitors examined, half did not have or maintain a Facebook business page, Twitter profile or LinkedIn profile. Of those that did excluding Epson and HP Roland DGA led in community-building, meaning it had more fans or followers

21 THREE: DEFINE COMMUNITY EXPECTATIONS During this stage we outline our target demographics by listening to our community. We spoke with Roland DGA influencers and ask them 1) how they use social media and 2) what they wanted to see in a social media plan from Roland DGA.

22 INFLUENCER COMMUNITY Knows that social media is here to stay and an important communications conduit but wants interaction to be easy Interacts with Roland DGA through Twitter, Facebook, YouTube and LinkedIn; via LinkedIn, the connections are personal vs. corporate or group-based Wants to see more videos, such as tutorials, news, executive interviews

23 INFLUENCER COMMUNITY Wants all social web activities to lead back to the Roland DGA website as the single repository of text, video, images, audio and networks Hopes Roland DGA will do the heavy lifting in social media so they can repurpose through their own channels Does not want Roland DGA to substitute any traditional marketing activities for social web activities but does want all activities to run simultaneously to give them options

24 FOUR: DEFINE YOUR ASSETS At this stage, we look at the dollars and cents of social media. A common misconceptions is that social media is free but it requires time, and time is money.

25 ASSET ALLOCATION POLICY Every member of the creative team must be responsible for the socialization of their work Control the messaging and responsibility among a select test group Support content distribution and test group with dedicated social media strategist

26 SOCIAL MEDIA ACTIVITY RECOMMENDATIONS: 10 HOURS A WEEK Daily tweeting of tweets and RTs 3x/week updating of Facebook, including replies, likes, followers As-needed (no less than 2x/month) addition of images to Flickr As-needed (no less than 2x/month) addition of videos to YouTube Maintenance of the LinkedIn company page Development of Roland DGA groups for EACH target vertical, with daily interaction of the community Weekly coordination with technical support and sales on hotbutton issues that could surface among social web chatter Development of Roland DGA-approved messages in response to hot-button issues Promotion of contests

27 SOCIAL MEDIA ACTIVITY RECOMMENDATIONS Shooting and distribution of one video interview per week with an executive, tech support team member or other customer-facing employee Monthly interface with print and online advertising outlets to ensure syndication social media activities Weekly monitoring of all social media networks and brand impressions, including weekly reporting against metrics Development of a corporate blog featuring an executive

28 SOCIAL MEDIA ACTIVITY RECOMMENDATIONS Syndication of corporate blog through social web Commenting daily on relevant industry blogs Responding to all social web inquiries, complaints and compliments within 24 hours, with an ideal response time of eight business hours Dovetail product launch activities by owning the social media component and assigning metrics to performance Training on social media policy and brand alignment on LinkedIn with company policies and direction Submit Roland DGA news releases and content to Digg, Stumble and Delicious

29 FIVE: SET GOALS AND METRICS The goals of a social media program should evolve over time. During your initial program, track goals and metrics.

30 GOALS AND METRICS Goal Build a community on Twitter, Facebook and LinkedIn that represents installed customer base, customer targets, media and other influencers Metric Increase membership 10 percent month over month in each network Work with IT and sales to create a solid process for lead generation tracking from social media activities to document effectiveness Creation of a documented system within three months Lead generation of 10 percent directly from social media activities Increase website traffic Drive 25 percent of traffic to site from social media URLs Establish corporate blog as a thought leadership tool and see syndication See the blog referenced at least 25 times during test period Earn at least 10 comments per month Increase qualified subscriptions to R-World and R-Mail Increase subscriptions by 5 percent month over month

31 GOALS AND METRICS (CONT.) Goals Increase content of key words among social networks Boost comments and community interaction Ensure channel strategy is observed Use six-month trial to finalize 2011 plan Metrics Ensure that tag cloud represents five key SEO words every reporting period See at least four interactions per week on Facebook; 10 on Twitter and 7 on LinkedIn Measure activities against: customer communication brand exposure traffic building SEO opportunities Develop plan by Dec. 31, 2010 based on weekly reporting, community feedback and resource allocation

32 SIX: CONCENTRATE ON CHANNELS Channels that are recommended for Roland s social media plan and we can expect to achieve from each community.

33 SOCIAL MEDIA CHANNELS FOR ROLAND Twitter Facebook Customer Communication Good: use monitoring tools to track what people are saying about brand, products, and competitors Good: for engaging people who like the brand and want to express opinions. good for sweepstakes Brand Exposure Traffic Building SEO Good: good website integration; engage customers in viral ways. Good: Brand pages are great for this, especially through ad platform. OK: requires solid strategy OK: limited but tweets will rank high on results Flickr OK OK Bad Good: heavily indexed LinkedIn OK Good: great for personal branding. Have all employees maintain complete profiles YouTube Good: good customer engagement Good: great brand building if channel is built and maintained Digg OK Good: great for objective press and blog coverage; cannot sound like advertisement OK Bad OK Good: great for traffic spikes Stumble Bad OK Good: wide range of people will get exposed Bad OK Good: highly indexed Good: great indexing Good: if story makes it to top Delicious Bad Bad OK Good: bookmarked will re-direct traffic to site

34 SEVEN: ENGAGE IN CONVERSATIONS Online conversations must mirror real-life conversations to be effective for company branding, recruitment, culturebuilding and organizational development.

35 CONVERSATION GUIDELINES Be transparent Be authentic Be conversational Focus on industry Abide by regulatory standards Respond to criticism immediately Tie in pop culture & news of day as appropriate Thank profusely Have fun with it

36 Cara Stewart