01. The Challenge
Two well-known brands that aligned forces within a joint venture structure. But how to get the social media strategy of 35 channels structured and in alignment. The main part of my job was to make an overall analysis of our internal social media landscape. Processes, stakeholders, workflows and possibilities to better collaborate with each other. The goal? Aligning all different stakeholders, create awareness of what the common goals where and how different business units were influencing each others outcomes. Setting up the building blocks towards an overarching social media strategy where all stakeholders were informed and strengthened by each other’s social media activities and actions.
02. Strategy Approach
The first step was to identify all the important stakeholders within the organisation that had any kind of link with how both brands approached their social media strategy or were directly influenced by any activity or inactivity on the social platforms. With 35 different social media channels, this was quite segmented. The goal? More clarity and alignment on processes and decision making to create a better overall customer experience on VodafoneZiggo’s social media channels. Internally that ment, clarity an agreements on decision making throughout several organisational layers, faster decision making and action taking when required by the business and more consistency in creatives, campaigns, brand and customer service.
03. Implementation
One of the initiatives was starting a monthly Social Hub session – where themes such as commercial campaigns, social customer services, crisis communication and other organisational activities that could influences how our brands showed up on social channels were discussed. We brought together both B2B and B2C to be able to learn from and grow together.
04. Strategy experience on the job
I landed the social media strategy job just before VodafoneZiggo started implementing changes connected to the organisation’s digital transformation. That gave me the possibility to learn a lot about organisational changes, and the impact it has on company culture and the people having to cope with those changes. I thrive well in changing environments since I am used to cope with change and love to try new things while improving processes along the way.