stakeholder engagement with social media
DESCRIPTION
Leverage on social media to engage with your stakeholders. A presentation at the PR Society of Indonesia 2011 conference in dec, 2011.Additional slides with video content have been removed.TRANSCRIPT
Stakeholder Engagement Stakeholder Engagement & &
Social Social MMedia edia NNetworksetworks
by Poonam Sagarby Poonam Sagar
PT Infotech SolutionsPT Infotech Solutions
Social Media 101Social Media 101
40,829,720 users1,293,131 tweets/day
860,000 users
30.000.000 users
860,000 users
5,270,658 blogs and growing
6 hrs/month
51% download/stream video
Social Media Landscape in Indonesia
Indonesia reported the highest
penetration, with 20.8 percent of
Internet users in the country visiting
Twitter ~ comscore
Penetration of population: 17%
Penetration of online population: 136.10%
> 40,829,720 > 40,829,720 FacebookFacebook users & GROWING… users & GROWING…
World rank: No. 2
> 5 million blogs in Indonesia
social media is…
A ConversationPowered Powered ManagedOrganized and Connected by ....
Thispresentation is NOTabout social media.
It’s about It’s about
Stakeholder Engagement.
Company
Customers
SuppliersStaff
Company
OwnersCommunity
Everybody…Everybody…
Stakeholder Management Matrix
Identify who you should spend the most time and effort on, and collect the names and addresses of the “Manage Closely” group
Manage Closely
These are the people you must
fully engage and make the
Keep Satisfied
Put enough work in with these
people to keep them satisfied, but
Source: PM Hut blog
fully engage and make the
greatest efforts to satisfy.
people to keep them satisfied, but
not so much that they become bored
with your message.
Keep Informed
Keep these people informed, and talk to
them to ensure that no major issues are
arising. These people can often have
influence in areas you are unaware of, as
seen in viral adoption.
Monitor
Monitor these people, but do not
burden them with excessive
communication.
Influence
Inte
rest
Storytelling…Storytelling…Storytelling…Storytelling…
Qantas fleet is grounded for 48 hours and chaos ensues
Initial tweets came from @QantasMediaInitial tweets came from @QantasMedia
@QantasMedia used as “breaking news” channel
Retweeted from @QantasAirways
Ongoing updates from @QantasAirways
Tone was formal, accurate, factual, and authoritative
Framework for Engagement
Content presentsopportunitiesand risks.Moderators needto be guided byto be guided bytraining, policy,common sense(and a little bit offear…)
Engagement is core business.
Objectives can only be met with strategic communications:
• Inspiring potential and current staff
• Marketing products & services• Marketing products & services
• Company branding
• Community engagement
• Government affairs
• PR and Media relations
5 Steps5 Steps to Engagement1: Assess Stakeholder Needs & Interests
2: Develop Rules Of Engagement
3: Identify Right Managers For YOUR Stakeholders
4: Establish Internal & External Process
5: Train, Equip & Deploy (TED)
5 C’s Engagement
Content: ongoing narrative (stories) which educates, inspires, informs and connects.
Context: deep understanding of how participants within community engage and the tools they
use to do so.Connectivity: connecting members of Connectivity: connecting members of community in mutually beneficial ways.
Continuity: sustaining efforts over time, ensuring that community is healthy and productive.
Collaboration: collaborative efforts of participants who share, co-create and edit each others efforts.
Engagement
BloggingMicro Blogging
Photo Sharing
Message Boards
RSS Feeds
Engagement tools Video
Sharing
PodcastsWidgets
Social Networkin
g
Chat Rooms
Source: Universal McCann Companies Study on Social Media Trends (March 2008)
• Investor‐focused
• Greatly increased outreach and accessibility
• Be approachable, encourage questions, respond to comments, acknowledge reTweets and mentions
• Push out corporate news, industry news,
• Push out corporate news, industry news, interesting articles, goodwill news about peers
• Follow the people and communities that you want to follow you
• Respond to all questions
Follow me @poonamsagar
Facebook• Community focus• Push out feel good news, job postings, no $$ stuff
• Be innovative to draw people to site – photo contests, etc.
‐
Corporate Blog• Talk about non‐material but positive information
• Expand on press releases, frequent Q&As• Increases Google rankings
LinkedIn• Encourage employees to join – spreading corporate brand, shows you’ve got qualified, high‐quality team
• Participate in discussion groups – demonstrate that thecompany has something to say
‐
company has something to say • Searchable with Google
SlideShare• Post presentations• Can track views, searchable with Google• SlideShare pushes out “similar information” to members
YouTube• Corporate videos, project videos, interviews• Show credibility, personality
WebcastsWebcasts• Choose conferences with webcast option– Expanded reach– See spokesperson in action – credibility– Archived and accessible• Open up to online questions as well as phone
Online channels inspire offline inspire offline behavior and action…
Economic Success IncludesSuccess Includes
• • Increasing sales
• • Growing market share (or brand preference share)
• Return on marketing • Return on marketing investment• Return on marketing • Return on marketing investment
• Growing shareholder value or share price• Growing shareholder value or share price
• Increasing reputation and image (via external • Increasing reputation and image (via external rankings, stock price)rankings, stock price)
• Increasing the lifetime value of a customer• Increasing the lifetime value of a customer
(brand loyalty)(brand loyalty)
Behavioral Change Includes:
• Raising awareness
• Shifting attitudes and change stakeholder Perceptions
• Driving trial• Driving trial
• Inspiring action: Do more or Do less
• Recommending (e.g. net promoter
score)
Support Organizational Functions
Human Resources:
recruiting, retention, job descriptions
Internal Communications
collaboration, communication, resource sharing
Collaborative Training:
tools, processes, information-sharing
http://www.flickr.com/photos/32955500@N08/3084647270/
tools, processes, information-sharing
Product Development:
research, sentiment, real-time feedback
Customer Service:
Real-time reactions, listening, community feedback and support
Sales/Marketing:
engagement, lead generation, sales cycle development
Insight
Make decisions based on hard data.
• Answer questions ‘who, why and how’ first.
• Stakeholder profile: demographic • Stakeholder profile: demographic segments, activity, networks
• What content is valuable to them – how might they share it?
• Make insight cycle perpetual using analytics and reporting frameworks
•Listening•Learning•Conversing•Sharing
•Dismissing•Ignoring•Automating•Refusing•Sharing
•Researching•Following•Investing•Trusting•Relating•Acknowledging•Doing•Engaging
•Refusing•Assailing•Boring•Tiring•Repulsing•Preaching•Annoying
Quick TipsQuick Tips
• Brand your pages
• Choose the right person as your social media
spokesperson
• Show your personality• Show your personality
• But remember this is corporate information, not personal
• Be creative
• Copy other people’s ideas
• Try new things
Source: simpliflying.com
To summarize…To summarize…
Summary• Empowered employees • Empowered employees �� ambassadorsambassadors• Community engagement • Community engagement ��lifetime value lifetime value for for multiple stakeholdersmultiple stakeholders
• Community managers • Community managers ��engageengage CommunityCommunity• • TEDTED: Train, Equip & Deploy community : Train, Equip & Deploy community • • TEDTED: Train, Equip & Deploy community : Train, Equip & Deploy community managers on social platformsmanagers on social platforms
• Success • Success ��economic & behavioral economic & behavioral • Organizational implications between PR, • Organizational implications between PR, marketing & coordination with marketing & coordination with steering steering committeecommittee
Your stakeholders are listening out for you …
Building relationships: reaching people reaching people how and how and when they want.when they want.
Connect with me:Poonam SagarTwitter: @poonamsagarEmail: [email protected]: poonamsagar.comCompany website: www.infotech.co.id