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Stakeholder Engagement
             &
   Social Media Networks




  by Poonam Sagar
PT Infotech Solutions
Social Media 101
PRSI Int PR Conf 2011 - Day 2 - Stakeholder engagement with social media by Poonam Sagar
PRSI Int PR Conf 2011 - Day 2 - Stakeholder engagement with social media by Poonam Sagar
30.000.000 users
                              1,293,131 tweets/day
 40,829,720 users




860,000 users
                                                            6 hrs/month




                                      51% download/stream video
5,270,658 blogs and growing

                                       Social Media Landscape in Indonesia
Indonesia reported the highest
penetration, with 20.8 percent of
Internet users in the country visiting
Twitter ~ comscore
> 40,829,720 Facebook users & GROWING…

              World rank: No. 2




       Penetration of population: 17%
       Penetration of online population: 136.10%
> 5 million blogs in Indonesia
social media is…
A Conversation
 Powered
 Managed
 Organized and
 Connected by ....
PRSI Int PR Conf 2011 - Day 2 - Stakeholder engagement with social media by Poonam Sagar
This presentation is NOT
about social media.
          It‟s about
Stakeholder Engagement.
Customers




Staff                                    Suppliers


             Company

        Community               Owners
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


                         Keep Satisfied                          Manage Closely
                 Put enough work in with these
                                                         These are the people you must
               people to keep them satisfied, but
              not so much that they become bored           fully engage and make the
                      with your message.                    greatest efforts to satisfy.
   Interest




                                                                      Keep Informed
                          Monitor                       Keep these people informed, and talk to
               Monitor these people, but do not          them to ensure that no major issues are
                 burden them with excessive                arising. These people can often have
                       communication.                   influence in areas you are unaware of, as
                                                                   seen in viral adoption.



                                              Influence
                                       Source: PM Hut blog
PRSI Int PR Conf 2011 - Day 2 - Stakeholder engagement with social media by Poonam Sagar
Storytelling…
PRSI Int PR Conf 2011 - Day 2 - Stakeholder engagement with social media by Poonam Sagar
PRSI Int PR Conf 2011 - Day 2 - Stakeholder engagement with social media by Poonam Sagar
Qantas fleet is grounded for 48 hours
                                              and chaos ensues




Initial tweets came from
@QantasMedia

@QantasMedia used as
“breaking news” channel

Retweeted from
@QantasAirways

Ongoing updates from
@QantasAirways

Tone was formal, accurate,
factual, and authoritative
PRSI Int PR Conf 2011 - Day 2 - Stakeholder engagement with social media by Poonam Sagar
Framework for Engagement
Content presents
opportunities
and risks.
Moderators need
to be guided by
training, policy,
common sense
(and a little bit of
fear…)
Engagement is core business.
Objectives can only be met with
 strategic communications:
• Inspiring potential and current staff
• Marketing products & services
• Company branding
• Community engagement
• Government affairs
• PR and Media relations
5 Steps to Engagement
     1: 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
   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.
Blogging
                                              Micro
            RSS
                                             Blogging
           Feeds

Message                                                    Photo
Boards                                                    Sharing
              Engagement
   Chat          tools                                     Video
  Rooms
                                                          Sharing

            Social
          Networkin                      Podcasts
              g       Widgets

                        Source: Universal McCann Companies Study on Social Media Trends
                        (March 2008)
Twitter
• Investor‐focused
• Greatly increased outreach and accessibility
• Be approachable, encourage questions, respond to
   comments, acknowledge reTweets and mentions
• 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 the
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

Webcasts
• Choose conferences with webcast option
– Expanded reach
– See spokesperson in action – credibility
– Archived and accessible
• Open up to online questions as well as phone
Really connecting as an
     entity means                          Be genuine


                                           Be honest

                                           Really engage in
                                           conversation

                                           Invest in
letting individuals shine                  developing
           too                             relationships
             http://www.flickr.com/photos/pinksherbet/4456978157/in/photostream/
Online channels
inspire offline
behavior and
action…
Economic Success Includes
• Increasing sales
• Growing market share (or brand preference
   share)
• Return on marketing investment
• Growing shareholder value or share price
• Increasing reputation and image (via external
   rankings, stock price)
• Increasing the lifetime value of a customer
(brand loyalty)
Behavioral Change Includes:
• Raising awareness
• Shifting attitudes and change stakeholder
   Perceptions
• 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

                   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
         http://www.flickr.com/photos/32955500@N08/3084647270/
Insight

Make decisions based on hard data.
• Answer questions „who, why and how‟ first.
• 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
Barriers to Engagement
Multi-level approvals
Inability to respond quickly
Talking logos



Not knowing what the stakeholder wants
Not delivering value
One-way conversations
No entry paths to participation
                 http://www.flickr.com/photos/glenscott/860805757/sizes/l/in/photostream/
•Listening       •Dismissing
•Learning        •Ignoring
•Conversing      •Automating
•Sharing         •Refusing
•Researching     •Assailing
•Following       •Boring
•Investing       •Tiring
•Trusting        •Repulsing
•Relating        •Preaching
•Acknowledging   •Annoying
•Doing
•Engaging
Quick Tips
• Brand your pages
• Choose the right person as your social media
spokesperson
• Show your personality
• But remember this is corporate
  information, not personal
• Be creative
• Copy other people‟s ideas
• Try new things
Interest in
    Belief in                                        Listening
  Transparency

                                           Willing to
Ability to                                 Take Risks
Respond
 Quickly

             Belief in Stakeholder
                 Engagement

                      http://www.flickr.com/photos/71325969@N00/2634561264/
Source: simpliflying.com
To summarize…
Summary
• Empowered employees  ambassadors
• Community engagement lifetime value for
  multiple stakeholders
• Community managers engage Community
• TED: Train, Equip & Deploy community
  managers on social platforms
• Success economic & behavioral
• Organizational implications between
  PR, marketing & coordination with steering
  committee
Your stakeholders are listening out for
  you …




Building relationships:
reaching people how and
when they want.
Connect with me:
Poonam Sagar
Twitter: @poonamsagar
Email: poonam@infotech.co.id
Blog: poonamsagar.com
Company website: www.infotech.co.id

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PRSI Int PR Conf 2011 - Day 2 - Stakeholder engagement with social media by Poonam Sagar

  • 1. Stakeholder Engagement & Social Media Networks by Poonam Sagar PT Infotech Solutions
  • 5. 30.000.000 users 1,293,131 tweets/day 40,829,720 users 860,000 users 6 hrs/month 51% download/stream video 5,270,658 blogs and growing Social Media Landscape in Indonesia
  • 6. Indonesia reported the highest penetration, with 20.8 percent of Internet users in the country visiting Twitter ~ comscore
  • 7. > 40,829,720 Facebook users & GROWING… World rank: No. 2 Penetration of population: 17% Penetration of online population: 136.10%
  • 8. > 5 million blogs in Indonesia
  • 9. social media is… A Conversation Powered Managed Organized and Connected by ....
  • 11. This presentation is NOT about social media. It‟s about Stakeholder Engagement.
  • 12. Customers Staff Suppliers Company Community Owners
  • 14. 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 Keep Satisfied Manage Closely Put enough work in with these These are the people you must people to keep them satisfied, but not so much that they become bored fully engage and make the with your message. greatest efforts to satisfy. Interest Keep Informed Monitor Keep these people informed, and talk to Monitor these people, but do not them to ensure that no major issues are burden them with excessive arising. These people can often have communication. influence in areas you are unaware of, as seen in viral adoption. Influence Source: PM Hut blog
  • 19. Qantas fleet is grounded for 48 hours and chaos ensues Initial tweets came from @QantasMedia @QantasMedia used as “breaking news” channel Retweeted from @QantasAirways Ongoing updates from @QantasAirways Tone was formal, accurate, factual, and authoritative
  • 21. Framework for Engagement Content presents opportunities and risks. Moderators need to be guided by training, policy, common sense (and a little bit of fear…)
  • 22. Engagement is core business. Objectives can only be met with strategic communications: • Inspiring potential and current staff • Marketing products & services • Company branding • Community engagement • Government affairs • PR and Media relations
  • 23. 5 Steps to Engagement 1: 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)
  • 24. 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 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.
  • 25. Blogging Micro RSS Blogging Feeds Message Photo Boards Sharing Engagement Chat tools Video Rooms Sharing Social Networkin Podcasts g Widgets Source: Universal McCann Companies Study on Social Media Trends (March 2008)
  • 26. Twitter • Investor‐focused • Greatly increased outreach and accessibility • Be approachable, encourage questions, respond to comments, acknowledge reTweets and mentions • 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
  • 27. 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
  • 28. LinkedIn • Encourage employees to join – spreading corporate brand, shows you‟ve got qualified, high‐quality team • Participate in discussion groups – demonstrate that the company has something to say • Searchable with Google SlideShare • Post presentations • Can track views, searchable with Google • SlideShare pushes out “similar information” to members
  • 29. YouTube • Corporate videos, project videos, interviews • Show credibility, personality Webcasts • Choose conferences with webcast option – Expanded reach – See spokesperson in action – credibility – Archived and accessible • Open up to online questions as well as phone
  • 30. Really connecting as an entity means Be genuine Be honest Really engage in conversation Invest in letting individuals shine developing too relationships http://www.flickr.com/photos/pinksherbet/4456978157/in/photostream/
  • 32. Economic Success Includes • Increasing sales • Growing market share (or brand preference share) • Return on marketing investment • Growing shareholder value or share price • Increasing reputation and image (via external rankings, stock price) • Increasing the lifetime value of a customer (brand loyalty)
  • 33. Behavioral Change Includes: • Raising awareness • Shifting attitudes and change stakeholder Perceptions • Driving trial • Inspiring action: Do more or Do less • Recommending (e.g. net promoter score)
  • 34. Support Organizational Functions Human Resources: recruiting, retention, job descriptions Internal Communications collaboration, communication, resource sharing Collaborative Training: 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 http://www.flickr.com/photos/32955500@N08/3084647270/
  • 35. Insight Make decisions based on hard data. • Answer questions „who, why and how‟ first. • 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
  • 36. Barriers to Engagement Multi-level approvals Inability to respond quickly Talking logos Not knowing what the stakeholder wants Not delivering value One-way conversations No entry paths to participation http://www.flickr.com/photos/glenscott/860805757/sizes/l/in/photostream/
  • 37. •Listening •Dismissing •Learning •Ignoring •Conversing •Automating •Sharing •Refusing •Researching •Assailing •Following •Boring •Investing •Tiring •Trusting •Repulsing •Relating •Preaching •Acknowledging •Annoying •Doing •Engaging
  • 38. Quick Tips • Brand your pages • Choose the right person as your social media spokesperson • Show your personality • But remember this is corporate information, not personal • Be creative • Copy other people‟s ideas • Try new things
  • 39. Interest in Belief in Listening Transparency Willing to Ability to Take Risks Respond Quickly Belief in Stakeholder Engagement http://www.flickr.com/photos/71325969@N00/2634561264/
  • 42. Summary • Empowered employees  ambassadors • Community engagement lifetime value for multiple stakeholders • Community managers engage Community • TED: Train, Equip & Deploy community managers on social platforms • Success economic & behavioral • Organizational implications between PR, marketing & coordination with steering committee
  • 43. Your stakeholders are listening out for you … Building relationships: reaching people how and when they want.
  • 44. Connect with me: Poonam Sagar Twitter: @poonamsagar Email: poonam@infotech.co.id Blog: poonamsagar.com Company website: www.infotech.co.id

Hinweis der Redaktion

  1. Universal McCann (March 2008) Power to the People - Wave 3 Study on Social Media Trends www.universalmccann.com/Assets/wave_3_20080403093750.pdf49% of internet users worldwide upload and share photos at least weekly (Universal McCann Wave 3 Study)