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,

Twitter

• 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: poonam@infotech.co.idBlog: poonamsagar.comCompany website: www.infotech.co.id