The Issue of Scale: Without Human Cloning, Social Managers Need Other Methods

This blog post is most suited for larger organizations where scaling can quickly become an issue. If you’re sitting in your corporate social media group, your center of excellence or whatever you call it, I hear you. You are the only person or have a small team of people guiding and advising the rest of the company. How can you scale your services to meet your social media practitioners’ needs? While this list is not exhaustive, here are a few tips to help ease your concerns:

1) Know Who You Are And Who You Are Not
How far will you go? Where do you need to draw the line? Let’s face it, when you’re in an enablement role, you can’t be executing on everyone’s program. It’s just not possible. Have a clear charter AND communicate your roles and responsibilities, what you will and won’t do to your practitioners. Set clear expectations and be prepared to offer alternative solutions if you are not (avail)able to help. For example, identify and nurture a vendor list and point people to vendors that can help. The key here is not only to have a vendor list but also to share this vendor list and make it easily accessible to all social media practitioners inside the company. Teaching your practitioners about your vendors' capabilities in various online and offline settings can be very powerful.  

2) Extend Your Reach: Tap Into Your Internal Stars
In other words, clone yourself. Well, not exactly. But who says that it always has to be you that has to train or educate others in the company? If you’re a big corporation, chances are different departments are at different stages on their social media journey. Use your internal stars to your advantage. Identify who these people are, invite them to an online forum to share their wisdom with others in the company. Not only will this help you scale but it will also recognize people inside your company that do social media well. Putting them in the limelight and positioning them as experts in a certain area is a way of rewarding a job well done. Or, just connect individuals that have gone through a certain experience with people that are going through it right now.

3) Extend Your Reach: Share Your Knowledge Online
Got a Flip? Over time, you will discover repeat questions and might say “If I only had a tape recorder!”. Why not put together templates, frameworks and how to's for your teams to use and/or record short 2-minute video clips on various social media topics and questions you get on a regular basis? Publish them on your internal web site or community platform and drive people to these resources. In order to help ensure that you’re creating videos, templates and frameworks that are most valuable to your practitioners, think about the:
A) Recurring questions you get
B) Opportunities for improvement and gaps in your company’s social media practice
C) Potential challenges or opportunities you see emerging in social media (this is more of a proactive rather than a reactive approach)

You may come up with four pages of things you could do. Prioritize your ideas based on the impact and effort/resources it takes to make them happen. Ask for feedback if needed.

To learn some more tricks and tips, check out this SlideShare presentation:

Cisco's Social Media Organization and Case Studies

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Social Media Engagement: Integrating into Your Business

You have provided the necessary education to team members to help them get started, you have your objectives in place, you know what you’re going to measure, your staff understands your social media policies and governance. (Obviously you need to have policies and rules of engagement in place before you engage. They help protect you and your company and help set expectations.) You’re ready to roll up your sleeves and dive in. But wait, there’s at least one more thing to add to your to-do list. Social media is more than just your social media managers and subject matter experts conversing on the social web, and you need to be prepared for that. Let’s look at another layer of social media engagement through the 4P’s.


1. People: It Takes a Village (The “Behind-the-Scenes” Players)

Your social media managers and subject matter experts now engage together, but is that enough? As you designate your people for social media engagement, not only will you need to think about their roles and responsibilities, but also about the work and information flow, with specific handoff points, they need to follow in case of a crisis or to help move people along the activity or sales funnel. Therefore, additional questions you may want to ask here are:

A. What are the possible scenarios that will prompt a social media manager or subject matter expert to “pass the ball”? (Classify the possible actions that trigger reaction).
B. Who do they need to pass the ball to?
C. What action will they need to take before passing the ball?
D. What action do they expect the other person, who has the ball now, to take?
E. What constitutes the END? When is the situation considered to be over?

The key is that a backend team needs to exist who is clear about the topic in question, their roles, responsibilities, and work and information flow should they need to jump in. For example, in case of a crisis, your extended team will likely come from PR and/or Corporate Communications, depending on how your organization is set up, or in case of a sales opportunity, additional engagement may need to come from sales, business development or another related function, depending on your organizational structure. Customer service and legal are other groups whose expertise is often needed in social media.

2. Places: Move between On- and Offline

In some cases, the handoff process also means the transfer of the engagement offline. Just because a relationship starts online, it doesn’t mean it will stay (only) online. Social media for B2Bs is no different than Match.com in this regard: you meet somebody online, you chat with this person and you decide to ask this person out on a date. In the world of the social web, corporations need to understand and assess when to move conversations offline (and move them back online if needed). The ability to realize when a shift in the communication approach is necessary and then effectively transfer the online conversation offline is critical. This can become a significant challenge if the online relationship was established and nurtured by another person or department than the home of the offline engagement. This process should be carefully orchestrated within the company and transparent to the customer (see some tips under “People”). The last point is key. From a customer, fan or follower’s standpoint, it is irrelevant where you engage with them. Establishing and providing a positive experience to this person at every point in the funnel, wherever it may be, is crucial.

3. Parts: Help Uncover Situations and Manage the Engagement Process

Your tools and applications can play different roles in the engagement process. To start with, the insights from your listening tools can help uncover challenges or opportunities. Or, you can use various tools and applications to monitor and document what happens to your lead or customer in question to help ensure that the “ball keeps rolling”. As an example social CRM comes to mind. And when you have resolved the situation or seized the opportunity, you can use social media measurement tools to analyze the outcome. The message here is that your social media Parts can augment your existing, traditional tools and applications (e.g., your traditional CRM tool) to help provide a holistic view and manage the engagement process. So choose your Parts wisely.

4. Practices: Close the Loop. Follow Through

Your tools and applications can help you follow and document the “life” of a situation or an opportunity, but it’s really your practices that will make the biggest difference. And these practices are not possible without having the right people on board.

Act upon what you have uncovered from your listening efforts or on the web, follow the process outlined for moving people along the sales or activity funnel or dealing with a crisis, and always, always close the loop and follow through as a team. Stay in close contact with your extended team members to help ensure the prospect or customer is taken care of. There’s nothing worse than dropping the ball.

Once the situation is over, don’t just walk away. Add two more questions to your checklist:

F. Are there any other people, groups, fans or followers this situation or resolution of this situation should be communicated to?
G. What have we learned? What should we do differently in the future…on and off the web?


Just like my previous blog on the 4P’s, this post is also a simplified version of the work and information flow that need to exist for successful engagement. What I really want to leave you with is the need to integrate social media into your overall business processes. It should not be done in a vacuum, and I hope the above examples help highlight a few reasons why integration is important. Social media works best when it’s integrated into your overall business and is managed as an on-going and long-term activity next to your other marketing, PR, customer service, etc. efforts.

In the next few weeks, I'll share some more thoughts on Practices, please stay tuned, and thanks for reading!

Quick Tips to Plan Your Social Media Engagement: 4P Framework

I tend to think in frameworks so whenever I can simplify or break things down into smaller pieces, I will do so. When I talk to people about social media and how to plan their engagement, I often ask if they want to hear the 2-minute or the 30-minute version. For the 2-minute pitch, I have come up with the 4 P’s of planning your social media engagement. This framework has nothing to do with Philip Kotler's 4Ps of Marketing Mix: Product Strategies, but I'm thrilled about the coincidence.

Obviously, you need to have something to talk about and you need to have your objectives in place. After that, consider applying the 4Ps. Think about the 4Ps as a quick and dirty framework or as a quick and dirty checklist you can run through to help make sure you cover your bases. Periodically, you can refer back to this framework to help ensure you’re on target.

A disclaimer first: although at the bottom of this blog I mention that the opinions expressed here are mine, I want to reiterate that these are my own thoughts. So if you don’t like what I’m about to say, please don’t blame my employer :-). Now that we have that covered, here we go:

1. People

In fields, such as high-tech, biotech, etc., where highly specialized knowledge and skills are required, the engagement and commitment of subject matter experts, or SMEs, is critical. Your social media managers – or interns – can only get you so far. They can help put the infrastructure and tools in place, give your company or products shoutouts, but they are not the right group of people to engage in meaningful two-way conversations. They are not your content experts. Therefore, if you want to be successful in social media, you will need to have your social media managers and subject matter experts engage together.

2. Places

Places refers to the location of your social media engagements. Exposure is key to success. Most people start “at home”, that is on social media destinations they own or manage. Unfortunately, many stay there. Giving attention to conversations that are taking place on guest platforms can help you in many ways, here are some to consider:

1) Prospecting
2) Uncovering competitive situations and pain points
3) Understanding, testing and/or validating search terms people are using and topics people care about in your segment
4) Gathering ideas for new products, business models and other bottom-line impacting efforts
5) Impacting sentiment

Let’s face it. Customers and potential customers that engage with you on the platforms you own or manage have already expressed some level of interest in you, or at a minimum, they know about you. But how can you find those that are not talking about you or your competition? By reaching them on platforms they participate on, or from your perspective, on guest destinations.

3. Parts

Parts stands for tools and applications you can use to help achieve your goals. These tools and applications fall into 3 categories: listening, engagement and measurement/analysis, and can be homegrown or developed by a vendor. Always let your objectives dictate your tools and applications.

4. Practices

The epitome of social media marketing is engagement. How you engage, to be precise. Too often companies are focused on social media campaigns and programs that have a beginning and an end date. But in reality, these efforts only “buy” you short-term victory. In order to be successful long term, organizations need to combine day-to-day social media engagement with their special occasion programs, such as launches, events, contests, sweepstakes, etc. These special occasions will add excitement to your daily Twitter or Facebook conversations, or your everyday listening efforts. However, it’s the day-to-day engagement that will truly help drive long-term preference, loyalty and even advocacy for your brand. In summary, the key is continuous and long-term engagement which you can achieve through the combination of day-to-day activities and special occasions.

As you can probably tell, I'm really passionate about this and could probably write a chapter on this topic. But for now, I hope you'll find the 2-minute version helpful.


© Copyright 2010.

How Can Businesses Get Started with Tweet Chats? 8 Tips Based On Lessons Learned

Tweet chats are not new but they are still a relatively new phenomenon in the Business-to-Business (B2B) world. Why is that? Maybe it’s because a group tweet chat requires more effort to organize and conduct than simply asking a social media enthusiast to share a few thoughts on a particular topic. Additionally, many marketers still wonder about the value that social media offers to B2Bs. The fact is that more B2Bs are beginning to embrace social media as a way to expand their reach and engage with their audience. According to a MarketingProfs.com article citing SPSS’ 2010 B2B Customer Engagement survey, 64% of interviewed companies are now using social media to engage customers. This is the story of a group at Cisco that regularly uses tweet chats for business.

The Cisco Collaboration Solutions Marketing team (@CiscoCollab) was the first group at Cisco to launch a series of monthly tweet chats. The nature of their solutions - collaboration technologies - implied an audience that was already more online savvy than some other segments. Therefore, tweet chats seemed like a natural extension of their existing Twitter activities. Since the first Collaboration tweet chat launched in March 2010, they have created a repeatable process to increase their efficiency around logistics and merged this program into their larger customer and influencer outreach initiative. The results: well-attended sessions month after month and increased name recognition for #CollabChat, the organization’s tweet chat program. To date, the team has had 4 sessions with an average of about 1,200 community post views each.

Kira Swain (@kiraswain) and Laura Powers (@powersla), the Social Media Managers behind these tweet chats, sat down with me a few days ago to help demystify group tweet chats. Here are some best practices they shared along with some additional notes from yours truly.

1. Find Your First Guinea Pig.

If this is your first group tweet chat, do a quick survey among your subject matter experts (SMEs) to see how many of them are on Twitter and what they do there. Those people should be your low-hanging fruit, partner with them first. Not only will they be more comfortable answering dozens of questions at the speed of light, but they will also bring their own followers into the conversation, thus giving this program some viral buzz.

If you don’t have any SMEs using Twitter, then consider some of these options to find your first guinea pig:

A) Look for signs in digital behaviors. Engage with those that tend to be more open to social technologies. You may have bloggers on your team or LinkedIn users. They will likely be more open than others to give tweet chats a try.

B) Take advantage of what’s at your fingertips. Organize your first tweet chat around one of your events. If you have a built-in topic that people are already engaged in, it will be easier to get them to engage in a tweet chat. If you have a speaker at this event, offer the audience to continue the conversation with this speaker after his or her session. Your presenter has just become your first tweet chat panelist.

C) Show by example. If your organization is still hesitating, you may think about teaming up with a third-party expert panel for your first chat. Invite some of your SMEs to the dry run as well as the event. Not only will this help them learn about tweet chats and Twitter in general, this will also make them more comfortable with the process.

In general, social media is most powerful when your social media managers and subject matter experts engage together. In corporate tweet chats, this is a pre-requisite. It’s like the yin and the yang. On one hand, you need people that understand the inner workings of framing, organizing and promoting these events, and on the other hand, you need people who can have a dialog about your market, product, or solution.

2. Select An Interesting Topic.

The key word is interesting. The tweet chat must be centered around a compelling topic that is of interest to your target audience. How can you find that? Key industry trends, major shifts in the market, and discussions about innovative new solutions can be a good place to start. The Collaboration Solutions Marketing team looks for topics in a variety of conventional and unconventional locations. Events, meetings, team discussions, and the like make up your conventional methods. But new ways have emerged to help you find your next agenda. Using social media listening/monitoring tools (like Radian6 or Cymphony) to discover what your customers are discussing online can also provide great topics for future tweet chats. The team’s previous tweet chats and posts on their Cisco Collaboration Community are sources the team now taps into regularly.

3. Train. Train. Train.

Before the event, make sure that your SMEs are trained on how to use Twitter in general and how to use Twitter for tweet chats. The Collaboration Solutions Marketing team uses TweetChat.com to manage their sessions but TweetDeck is another good tool to accomplish the same thing. The team’s training, however, doesn’t stop at the technical level. The team pays special attention to Cisco’s social media guidelines, and they encourage panelists to familiarize themselves with this resource. After all, the same rules apply when engaging in social media as they do in traditional marketing: just because it’s social media, it doesn’t mean that anything goes. You need to know what is appropriate to say in a public forum.

4. Create Consistency. Brand Your Chats.

Creating consistency across your tweet chats helps increase recognition and recall. The Collaboration Solutions Marketing team’s monthly invitation process, program management, and follow-up communications attest to that. Each month they create an invitation with the event details, or framing post as they call it, which is hosted on their Collaboration Community. The format and instructions are always the same, only the topics, panelists, and dates change. Their chats always take place on Wednesday at the same time so people can remember and plan to attend. In addition, they have adopted #CollabChat as the hash tag which not only helps the target audience recognize and remember the event, but it also helps the team monitor and respond to the conversations.

5. Spread the Word.

Yes, it’s a TweetChat, but you don’t need to feel limited to Twitter as your only promotional platform. One of the successes behind the Collaboration Solutions Marketing team’s CollabChats is that they leverage all of their social media platforms and partner up with other Cisco teams to help cross-promote their chats. They also spread the word through their own personal accounts. And last but not least, they include the details in their newsletters and other traditional communication vehicles for extra exposure.

6. Appear Seamless to Your Audience.

This is one of the biggest challenges for B2B’s. In many situations, you will have more than one subject matter expert on your tweet chat. In the case of the Collaboration Solutions Marketing team, they have many regular SMEs, one rotating special guest, and one social media manager, who is the moderator of the show. So the team needs to carefully orchestrate their engagement tactics in the background to appear seamless to their audience. How do they do it? A few minutes before CollabChat starts, the panelists join a WebEx meeting. When the moderator kicks off the session using the CollabChat Twitter handle, the rest of the team is standing by for the first question. As the questions start appearing on the screen, the panelists decide live on the phone who is going to take which question. Once the decision is made, the chosen person responds to the question using his or her personal Twitter handle. So the panelists work as a team in the background but respond as individuals. See an example here:

7. Humanize the Experience.

The point about allowing people to respond to the questions using their own Twitter handles is very important. “People want to talk to other people. By bringing a human element into the conversation, we’re making Cisco more human, more relatable,” says Kira Swain. Alternating between the @CiscoCollab Twitter handle (which is used for moderation) and the individual responses gives a nice balance to this program.

8. Continue the engagement.

The chat is over, but the engagement is not. The Collaboration Solutions Marketing team does a last run through the conversations to make sure no question went unanswered. After that, they post the transcript to the Cisco Collaboration Community to share it with their audience, and are off to prepare for the next chat.


We hope to see you on the next one!

Contests: Nine Lessons Learned We'd Like to Share With You

A few months ago, I blogged about our evolution in game marketing. I looked at this question from the Service Provider Marketing's organization at Cisco, the pioneers of novelty marketing and highlighted how our marketing efforts had progressively gotten better in terms of message integration, tracking and analysis and just plain ol' marketing. Today's post takes a look at some of our contests. We have done several contests and picked three to share with you the story of our evolution and lessons learned.

As my dear friend and colleague, Zoya Fallah, the driver behind the most recent "What If Your TV could..." contest summed it up: "I think my main piece of advice is that any social media program can be successful if you properly plan strategy, collaborate with as many people as possible to help extend the reach and have dedicated resources (i.e. people and budget) established. In specific, contest marketing was a very effective viral campaign that reached over 5 million people by creating a place for people to share ideas and have a share of voice."

Couldn't agree more and would add one more thing. Do involve your legal team from the getgo especially if you're looking to do a global contest or sweepstakes and/or if you plan to reach certain segments (e.g., some public sector segments). Your partnership with Legal may not only include your Terms and Conditions (T&C) but can also extend into how to promote, or not promote, your contest or sweepstakes. And lastly, keep in mind that the platform you're choosing to run your contest on might have its own set of rules. So be sure to check them out. When it comes to contest marketing and legal, it's not true that it's better to do it first, apologize later. The ramifications of an ill-defined, or ill-executed, contest can be devastating.

So here is our story in a few slides. What has your experience been with running contests in social media?

Case Study: Contest Marketing Stories from Cisco

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