SM in Organizations:

Adoption & People

P. Vigneswara Ilavarasan
http://web.iitd.ac.in/~vignes
 Agenda
Banana Bunkers
Enablers & Barriers
4 phases of adoption
Integration & Management models
People Hiring & Training

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 Banana Bunkers
Social Media Team @ GROUPON
Deepika Padukone & ToI

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Where & how do you fit SM?

Who is feeling the importance

of SM? Vignesh 4
 Enablers & Barriers

Khiron, D. et al. (2012), 3478 Business

Vignesh
executives, 115 countries, 5
24 industries
 Social Media Integration
Genesis Model
Four phases
Pirate Model

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Test Adoption 1

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 Focused Adoption 2

Who deploys more?

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Operational Adoption 3

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Operational Integration 4

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 Pirate Ship Model
Different from Genesis Model
Active SM Individuals who are
non-official
Co-opting to be part of official!

Using Skunkworks to Full deployment

Skipping first phase of adoption / testing
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Integration_Centralized

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Decentralized Inte.

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 Strategic Role
Project management Continuous professional
Qualificat

5 Yrs SM presence
Familiar with Biz Built / managed a SM
ion

Functional domains channel

Specific Business Familiar with all SM
function Experience platforms
(Mkt / branding) SM active for at least 2
Knows RoI methods yrs
&Understands
metrics the background for SM use
intervie

Demonstrate SM capabilities
Ability to differentiate - Forms, platforms,
In

tools, reach etc

Familiar with industry success and failure
stories
Explain the adoption & integration process
Differences in RoI of SM
Clarity on evaluation
Vigneshof his work 14
 Tactical Role
Mostly customer facing
Specific relevant field of experience /
biz function + SM capabilities
High level of proficiency in selected SM
Differentiate quality vs quantity
Demonstrated high level of +ve
professional & personal presence
Show high level of care for reputation
in virtual world

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 Training
Overview of SM policies &
guidelines

Basic security protocols for

popular SMs

Avoiding common traps of SM

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 Corporate SM team
Role Quantit
y
Corporate Social Strategist 1.5
Social Media Manager 2
Community Manager 3
Social Analyst 1
Web Developer 1.5
Education Manager 0.5
Business Unit Liaison 1.5
Average Total Size 11

Based on 89 Global SM program

managers. Owyang, 2011.
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 References
Blanchard, O. (2012). Social Media ROI: Managing
and Measuring Social Media Efforts in Your
Organization. Pearson: New Delhi. Ch. 5 & 6.
Khiron, D et al (2012). Social Business: What are
companies really doing? MIT Sloan Management
Review. Research Report 2012.
Owyang, J et al. (2011). Social Media Readiness:
How advanced companies prepare internally.
Altimeter. August 31.
For detailed skill set
https://blog.bufferapp.com/social-media-manager-
schedule-checklist

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Q & A?

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Thank you!

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 Importance of SM

Khiron, D. et al. (2012), 3478 Business executives, 115 countries,

24 industries
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 Who deploys more?

142 Global Corporate SM program

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managers. Owyang, 2011.