Social Media Marketing GSP: A Tweet-book

Social Media Marketing - Chapter 2 The New Enterprise Direction - Interview With Geoff Livingston

Thanks @tobydiva! Enterprise marketing direction - It's important for the CXO team 2 B involved. SM requires more than just tools. 1 #smgps

In fact, social media for CxOs represents larger transition fr siloed industrial structures to mesh-like information organizations. 2 #smgps

Communicating/marketing w/ social media tools shld be seen as a movement towards embracing new structure. New customer expectations 3 #smgps

New structure of enterprise social media means empowering internal & external stakeholders w/ time, rewards and revamped policies. 4 #smgps

To successfully adapt, examine dept/division/enterprise missions & explore natural directions 4 improvement. Audit processes, too.5 #smgp

It's all about empowering the front line & ass. stakeholders; more people power vs. less control. Don't relinquish quality checks. 6 #smgps

Examine dept/division/enterprise missions to lead to a measurable SM result, something achievable. Time, process, ROI improvement. 7 #smgps

Audit HR and workflow processes to enable social media participation versus punish. Old industrial processes seek to close silos. 8 #smgps

@Marc_Meyer Agreed. Sometimes bottom-up forces the top to pay attention. SM on the edge can work to affect enterprise change. 9 #smgps

More from Geoff Livingston @Geoffliving The Biz Buzz

Social Media Marketing GPS - Chapter 2 The New Enterprise Direction - Interview With Marc Meyer

 

The tools need to track back to the precise problems within the organization, you can't just have "tools" 1 #smgps 

I always like to start with the "why" or more specifically what are the companies goals 2 #smgps

And then even more on a finite level- each department doesn't require the same tool either..3 #smgps

Agree with @geoffliving Have to have enterprise buyin even IF each dept.is autonomous 4 #smgps

Top down is important but I also like to see bottom up-meet in the middle. 1st and foremost employees must see value 5 #smgps

2 Takeaways here: The problem will define the tool and at the beginning and end of the day-it's all about the interaction. 6 #smgps

@GeoffLiving Wonder sometimes if a guerrilla tactics should b a viable option to get the top 2 notice the benefit of sm interaction 7 #smgps

RT@ecairn Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat - Sun Tzu 8 #smgps

More from Marc Meyer @marc_meyer Direct Marketing Observations

Social Media Maketing GPS - Chapter 2 The New Enterprise Direction

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?