Social Media Requires Change Management Urgency! Guidance & governance Vision Communication Empowerment & enablement Campaign wins + competence development Build institutional processes Create Social Media Center of Excellence

1. Establish a sense of urgency Research social media in the industry &markets we serve Analyze the competition’s social media efforts Identify immediate through long-range opportunities 2. Create a guiding coalition Engage change agents as organizational social media catalysts Assemble a coherent group to lead the change Integrate this team into the affected departments Bring on champions in each area dedicated to social media success 3. Develop a clear vision Create a catalyzing vision for the social media effort Develop strategy in line with the overall vision 4. Share the vision Communicate the vision in every possible way to the organization Commit executive leadership to supporting & sharing the vision Coalition members and champion should be role models for the organization

5. Empower people and remove obstacles Get rid of obstacles Change structures, systems, compensation and any factors that obstruct the social media effort 6. Secure consistent (short- term) wins Make public and visible performance improvements Celebrate victories in line with the overall program vision Reward and recognize those securing the wins Publicize the progress of the project 7. Consolidate and keep moving Use momentum to gradually change all systems and processes that don’t support the program’s success Enable change agents throughout the organization Energize the project with consistent flow of new projects, themes, campaigns and initiatives 8. Anchor the program in the organization New approach should be anchored in the culture of the organization Real key to social media success is in transforming the organization to the culture of a social enterprise Maintain consistent action to further embed behaviors and discipline

1. Establish a sense of urgency Research social media in the industry &markets we serve Analyze the competition’s social media efforts Identify immediate through long-range opportunities 2. Create a guiding coalition Engage change agents as organizational social media catalysts Assemble a coherent group to lead the change Integrate this team into the affected departments Bring on champions in each area dedicated to social media success 3. Develop a clear vision Create a catalyzing vision for the social media effort Develop strategy in line with the overall vision 4. Share the vision Communicate the vision in every possible way to the organization Commit executive leadership to supporting & sharing the vision Coalition members and champion should be role models for the organization 5. Empower people and remove obstacles Get rid of obstacles Change structures, systems, compensation and any factors that obstruct the social media effort 6. Secure consistent (short-term) wins Make public and visible performance improvements Celebrate victories in line with the overall program vision Reward and recognize those securing the wins Publicize the progress of the project 7. Consolidate and keep moving Use momentum to gradually change all systems and processes that don’t support the program’s success Enable change agents throughout the organization Energize the project with consistent flow of new projects, themes, campaigns and initiatives 8. Anchor the program in the organization New approach should be anchored in the culture of the organization Real key to social media success is in transforming the organization to the culture of a social enterprise Maintain consistent action to further embed behaviors and discipline

8. Anchor the program in the organization New approach should be anchored in the culture of the organization Real key to social media success is in transforming the organization to the culture of a social enterprise Maintain consistent action to further embed behaviors and discipline 7. Consolidate and keep moving Use momentum to gradually change all systems and processes that don’t support the program’s success Enable change agents throughout the organization Energize the project with consistent flow of new projects, themes, campaigns and initiatives 6. Secure consistent (short-term) wins Make public and visible performance improvements Celebrate victories in line with the overall program vision Reward and recognize those securing the wins Publicize the progress of the project 5. Empower people and remove obstacles Get rid of obstacles Change structures, systems, compensation and any factors that obstruct the social media effort 4. Share the vision Communicate the vision in every possible way to the organization Commit executive leadership to supporting & sharing the vision Coalition members and champion should be role models for the organization 3. Develop a clear vision Create a catalyzing vision for the social media effort Develop strategy in line with the overall vision 2. Create a guiding coalition Engage change agents as organizational social media catalysts Assemble a coherent group to lead the change Integrate this team into the affected departments Bring on champions in each area dedicated to social media success 1. Establish a sense of urgency Research social media in the industry &markets we serve Analyze the competition’s social media efforts Identify immediate through long-range opportunities