SOCIAL MEDIA MARKETING GPS CHAPTER 2 THE NEW ENTERPRISE DIRECTION "When you're finished changing, you're finished." - B. Franklin 1 #smgps
It would be foolish not to acknowledge the "big gorrilla" in the room - what is the risk in participating in open conversations? 2 #smgps
Risk will be different for each organization.You must define the type & amount of risk. But with risk there can be great benefit. 3 #smgps
The larger issue is not negative comments but SM influences how business is/should be/will be conducted. This must be mgt’s focus. 4 #smgps
The answers to questions that you did not ask your customers impact all aspects of an org from PR, customer service, sales & more. 5 #smgps
Savvy marketers understand that SM changes external & internal communication flow, processes & responses to customers’ concerns. 6 #smgps
Benefits to organizations include: team building, better cross silo exchanges, a focus on customer-centric marketing. 7 #smgps
Challenges to organizations include: impact corp culture, staff must have knowledge & buy-in to values, transparency is important. 8 #smgps
Begin a social media strategy by creating a global corporate direction. Take into consideration long-term impact of biz and staff. 9 #smgps
6 step SM Direction model. Step1: Prepare and educate. Include competitive analysis, customer activity, industry trends, biz goals.10 #smgps
SM Direction Step 2: Invite people who perceive they have a stake: C-suite, PR, marketing, legal, IT, customer service to table. 11 #smgps
SM Direction Step 4: Encourage people to talk openly within an ideology format meeting. Step 5: Confirm and prioritize issues. 12 #smgps
SM Direction Step 6: Create a “Red Flag Memo” summarizing highlights, challenges, opportunities, actions. Identify a SM champion. 13 #smgps
Guest interviews: Geoff Livingston @geoffliving & Marc Meyer @marc_meyer. Please use #smgps to join the conversation.Thanks! 14 #smgps
Interview Question: SM goes beyond just a marketing strategy. SM changes the way business is conducted. What does that mean to you?
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