Tom Williams and Steve Bell discuss the similarities between Web 1.0 and what we are seeing with Web 2.0 and how you can begin to plan for 2010.

1. AMA SIG – Social Media
Social Media Planning for 2010
November 4, 2009
Tom Williams Steve Bell

2. Social Media Today
– Tactical, stand alone efforts
running today
– Point projects across the
company & diff departments
• No cohesion, multi-year plans,
procedures
– The Intern is the Brand
Manager?

3. Challenges
– Challenges
• Social Media still a mystery at the Top
• Hard to control (anyone can do it)
• Big organizations are inherently silo’d
• First Amendment
• Organizational control
• Lack of business-focused tools
• Lack of coordination / cooperation

4. Org Groups using SM
Cust
IT Legal Ops Sales MKTG Fin
Svc

5. Twitter in Customer Service

6. Blog used for Promotion

7. Is Social Media a Fad or the Future?
• Is Social Media just the new fad? Or is it the next wave?
• Change how we will do business (or just what we do)?
• If it is here to stay, what do companies need to do now?
– From a business perspective

8. The State of Social Media in 2009
• Web sites and e-mail dominate overall marketing mix
– Now used by more companies than trade shows and PR
• Social Media has gained major momentum
– 50% of companies launching a Social Media effort in 2009
• But most budgets don’t yet support social media.
– It had the smallest share of ‘09 marketing budget.
• Only 23% of marketers see blogs & communities as
“highly effective”

9. How Social Media is Changing
Corporate-Consumer Relationships
Off-line and Web 1.0 Social Media Interactions
Interactions “Community Marketing”
Social
Seller Buyer Seller Media Buyer
Offer Interest
Develop
Respond Needs
Match
Fulfill
Engage

10. Forrester Research’s Take:
• “Social [Media] computing shifts influence from
traditional media to communities and buyers.
Marketers must shift from push communication to pull
dialogue to capitalize on this groundswell.”*
“Social Media will completely change Marketing”
* Forrester Research, 2009

11. Social Media Becomes Web 3.0
• Social Media is a new tipping point.
• Control swings from marketer to customer.
– Marketing no longer controls the brand information.
– Brand is in the hands of users!

12. This Changes Every (Marketing) Thing
Today Future
• MarCom drives brand image • Brand driven by customers
– Aspiration, not reality – Reality is unavoidable
• Company hides ugly news • Honesty is mandatory
– Keep it out of public view – Can’t hide bad news:
customers create it
• “Spend” was everything: • Playing field leveled for
mass marketing small guys via (free) SM
– Can’t spend your way out of
a problem
• Product/Brand managers • Customers to drive products
drive product evolution

13. Lessons for Social Media Planning from
Web 1.0, circa 1997
• 1994: Public Internet launched
• 1995: Company websites are IT projects
• 1996: Marketing asserts Web is it’s domain, demands
control of content. Brochureware is born. Web teams
being formed: mix of marketing and IT staff.
• 1997: First eCommerce online
– Less than 35 companies sold more than $50,000 online in 1997
• 1998: Companies standardizing look, feel, across
divisions. Rules and standards developed.
– In ‘98, G.E. had 12 different website look and feels for each
division. No eCommerce at all. All content was static.
• 1999: companies start organizing, policies, etc

14. Internet Now Fully Matured
• Fully integrated into business across organization
– ‘net IT has long since rolled back into IT as a sub-group within IT
– Marketing owns content and message. Now often the driver of
marketing rather than an add-on.
– Any department within business can utilize Internet and/or web if
business needs demand it.
• Age of specialization:
– SEO, SEM, landing page design, engagement, interactivity,
eCommerce, forecasting and demand planning, near-real-time
content, etc.
• Lesson for Social Media: Leapfrog ahead on same path
followed by Internet 1.0 ten years ago.

15. Key Takeaways Web 1.0 vs. Social Media:
• Similarities are astounding
• We’re in a time of rapid change like Web 1.0 - but
without the budgets!
– Fast cycles
– Difficult to predict needs
– Little/no procedures, roles undefined and evolving
– No one really in charge
– Enterprise-scale tools not fully developed
• Timing is right now!
– Plan now to jump ahead a year in growth cycle of Social Media
– Policies, organization, who does what?

16. Interview with Ryan Squire

17. Example: OSU Medical Center
– Ryan Squire: Social Media Program Director for OSU
Medical Center
– Previously at NBC4i – pioneered social media at the
station
– NBC4i
• Informal
• Grass roots
• Ask for forgiveness, not permission
– OSU Medical
• Formal
• Power from the top
• Matrixed responsibility

18. Interview with Ryan Squire
http://wetoku.com/video/rfywedye (Full Video 14:46)
• What are a few examples of social media "projects" that have
popped up in your organization. Who initiated these projects?
Minute 0:41
– Heart Video: hoping for 105,000 views (monthly heart attack rate in the US)
• How are you organized w/social media? Who do you report to? who
does what? Minute 3:40
– “Social Media is a culture, not a communications and marketing program”
• What departments are currently using social media? Minute 6:50
– Marketing & Communications
– External Relations
– Recruiting
– Customer Service
– Personalized Delivery of Healthcare

19. Interview with Ryan Squire
http://wetoku.com/video/rfywedye (Full Video 14:46)
• Is social media formal or informal at OSU Medical? Minute 9:00
– Formal: Policies and Guidelines are in place
– Purpose is not to restrict. Purpose is to guide and direct. Helping people be
successful and measure that success.
• Do you have an emergency social media plan? Minute 10:55
– Have a Crisis plan in place, however also engaging an agency to help template
out responses to different crises
• How is Social Media Management evolving? What will it look like in
3 years? Minute 13:00
– SM is important coming from those who are delivering the care – nurses,
doctors, staff…etc.
– Instead of being driven by MarComm, it’s driven by customers and managed by
MarComm.

20. Rules of Engagement
• DON’TS
– Don’t fight back
– Don’t engage the heckler
– Don’t censor
– Don’t justify your behavior or make excuses
• DO’S
– Be honest & consistent
– “Over” apologize
– Take ownership & responsibility
– Bring customers INTO the discussion
– Share information
– Ask for their help (especially the ones who hate you)

21. New Concept: The Social Media Czar
Lead Charge, Focus Efforts, Leapfrog
• Planning
– Budgeting
– Works with IT to bring in the right skills & tools
• Coordinates Social Media efforts across company
– Develops policies and procedures
– Spreads consistent best practices
– Encourages teaming across departments
• Evangelizes the uses of Social Media
– Presentations, meetings, training, introductions
– Boundarylessness
– Good leader but also good team player: low ego
– Understands business needs and technology possibilities
• Strong marketing and customer background + tech-savvy
• Reports into Marketing
– Needs the support of ‘C’ level executive team

22. Social Media CZAR Org Structure
CEO
Cust
IT Legal Ops Sales MKTG Fin
Svc
CZAR

23. Recommendations for
Social Media Planning 2010
• Get senior management Support
– C-level must recognize impact Social Media will have
– Web 1.0 all over again
• Monitor your brand in the Social Media space
– Know what’s being said about your company and products
• Develop Policies & Crisis Procedures
– Don’t be Gordon Gee; plan responses to worst-case scenarios
• Leap-frog ahead 1-2 years in planning & strategy
– Organize for long term
– Build flexible budgets
– Develop Social Media metrics to demonstrate ROI
– Content Management policies
– Social Media evangelist or Czar

24. Action Plan
1) Identify C level Exec as champion
2) Get him/her onboard for impact of Social Media
– Outside expert to drive home point, if needed
3) Push path as mirroring Web 1.0
– Win mind share for planning and policy needs now
4) Search for person to fill Czar role
5) Launch department level and corporate level
planning for 2010
– Policies, procedures, crisis response, content
management, roles and responsibilities.
– Metrics for everything to measure ROI

25. [RE]sources
Social Media Policy Examples
http://my.opera.com/community/blogs/corp-policy
http://blogs.cisco.com/news/comments/ciscos_internet_postings_policy
http://www.intel.com/sites/sitewide/en_US/social-media.htm
10 Must Haves for your social Media Policy (via Mashable)
http://mashable.com/2009/06/02/social-media-policy-musts
Presentation on
http://www.slideshare.net/tom8williams

26. Questions?
Tom Williams Steve Bell