In her Brands-Only Summit presentation, Ericsson's Anita Veszeli teaches a class on how to manage a global social media program. She talks about approaching social media on a global scale, including organizational structure, governance, content strategy, and more.

1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Manage a global social media
program
ANITA VESZELI
ERICSSON

2. Manage a
global social
media program
Anita Veszeli, Ericsson
January 25, 2016

3. MANAGE A GLOBAL SOCIAL MEDIA PROGRAM | 2016-01-25 | Page 2
Establish a framework that
› supports business &
communication objectives
› has clear ownership
› flexible
› meets the needs of each
business unit, region & country
Organizational
Language
Platforms
Culture & Politics
Time zones
Content & Messaging
The challenges

4. MANAGE A GLOBAL SOCIAL MEDIA PROGRAM | 2016-01-25 | Page 3
BENCHMARK
Examine existing channels, followers.
Familiarize with current and upcoming content.
Understand the organizational set up and
resources.
Analyze competitors channels and content
ENVIRONMENT
Understand industry, company, target audience
and geographical culture
Meet the team, learn about dynamics, priorities,
ways of working, strengths and weaknesses
Evaluate existing policies, guidelines, processes
SOCIAL MEDIA STRATEGY
Study the existing one, learn about focus
areas and development areas for this year
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listen & learn

5. MANAGE A GLOBAL SOCIAL MEDIA PROGRAM | 2016-01-25 | Page 4
Global-local presence
Channel strategy
Social
Sharing
SOCIAL
MEDIA
HUB
Targeted Communities
Push
Pull
SEM
Syndication
SEO
Forums/
Groups
Opt-in
Marketing
Social
Networks
› Where are your target audiences?
› What are they looking for?
› How and where are your
competitors active?
› What are your organization’s
strengths and weaknesses?
› How to build a cohesive strategy
across all channels?
› How to secure brand reputation, tone
of voice, etc. across all channels?
› How do you/will you know if you are
successful?
Local
Communities
Special
Interest
Communities

6. MANAGE A GLOBAL SOCIAL MEDIA PROGRAM | 2016-01-25 | Page 5
Content that align with channel strategy
and meets the stakeholder’s needs
› Hub: relevant to global audience
– thought-leadership pieces,
– high-level educational guides,
– corporate news,
– globally-available products/services
› Communities: focus on special and local
interests
– Educational ‘how to’ guides,
– case studies,
– guest posts or video interviews featuring users
Global-local presence
Content & Organization
Multiple Hub and spoke (Dandelion)

7. MANAGE A GLOBAL SOCIAL MEDIA PROGRAM | 2016-01-25 | Page 6
Global-local presence
Governance
Social Strategy
Social governance framework
Data privacy and control
Social Media policy
Social resilience and crisis management
Regulatory/Compliance
Policy Awareness and training

8. MANAGE A GLOBAL SOCIAL MEDIA PROGRAM | 2016-01-25 | Page 7
Asses & plan
TACTICAL & ACTION PLAN
Create a short and mid term plan focusing
priorities that have immediate results, make ways
of working more efficient and supports team work.
IMPROVEMENT AREAS
Identify gaps in channel, content strategy,
organization set up, policies, processes.
Unfold team and ways of working issues.
List all matters and prioritize what needs
immediate attention.
COMMUNICATION
Plan and book weekly/monthly/quarterly and
project based meetings with the content, social
media, digital teams.
Set up info sharing and collaboration sites.
Create email and internal chat communities.
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9. MANAGE A GLOBAL SOCIAL MEDIA PROGRAM | 2016-01-25 | Page 8
Manage
SHARE, INVOLVE, RECOGNIZE
Share your plan, paint the full picture.
Involve the team, gather their comments,
feedbacks.
Encourage new ideas and suggestions.
Engage with them regularly.
Managing a global, virtual community is about
leadership and collaboration.
DEVELOP
Equip with the right tools for listening, managing
and measuring.
Enable with constant education, training, sharing
best practices and learnings from mistakes
Create and update policies, guidelines, tip sheets,
check lists, templates
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10. MANAGE A GLOBAL SOCIAL MEDIA PROGRAM | 2016-01-25 | Page 9
Assess
Measure and analyze
GIVE DATA A MEANING
Crunch the numbers regularly to keep track of
progress.
Make adjustments when, where necessary, take
small steps.
GIVE IT MEANING
Continuously share success within the
organization.
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11. MANAGE A GLOBAL SOCIAL MEDIA PROGRAM | 2016-01-25 | Page 10
ANITA VESZELI
Integrated Communication Manager
Editorial Board, Social Media, Employee Advocacy
BU Global Services
anita.veszeli@ericsson.com
Twitter:
@anitaveszeli
LinkedIn:
https://www.linkedin.com/in/anitaveszeli
Instagram:
https://www.instagram.com/anitaveszeli/
Enjoy the ride!

13. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016