Craig Malanka – Director, Digital Communications, EA Sports
Annette Bradford – Online Producer, CBC Documentary Unit
Stephen Bailey – Marketing Director, Fluevog Shoes
Allen Chen, Senior Manager, Customer Insight and Online Marketing, Future Shop

Corporation 2.0: Social Media and the New Organizational Chart

EA Sports – produces the world’s best sports games – soccer, Need for Speed, NBA Live, Skate and Fight Night, and many more – that’s a photo of the studio in Burnaby.

EA is the #6 most social company from Mashable – it’s a good recognition, shows how engaged our employees are. We hadn’t been focused on this channel from an organizational standopoint – we hadn’t targetted a real strategy or communications alignment. 

In the past couple of months, we’ve reworked the company around this and our communications role.

The digital ecosystem for EA – Madden 10 Franchise – EA Sports Twitter, Franchise FB, EA Sports Facebook, Peter Moore Blog, Producer Blogs, Forums, etc.

New challenges

- Product plan and information leaks
- Wide disparity

We formed Digital Communications Group – works in partnership with franchises to align around standards of excellence, support a more consistent customer experience, deliver lower cost and highly effective marketing via digital channels.

We are responsible for standards and practices, content and programming, community management, the one to one conversations that we have with our customers, and metrics. Now we are holding ourselves to higher standards – Community manager for each franchise, responsible for each social media channel.

All EA Sports Combined – November 2009 – 148,889 Facebook fans .

Consolidated pages, talking to consumers, all EA Sports Combined is 9000. 

Being social is easy – being aligned is not so easy.

 Alignment drives business outcomes. 

CBC

Canadian Social Media Stats
Canadians lead the world for social media usage – Facebook became the largest website in Canada in 2007

Today everyone is a broadcaster. CBC and social media – roughly 100 facebook pages, roughly 100 Twitter accounts. Corporate YouTube channel plus many others. Widespread use of social media plugins such as Pluck.

The strategy has been mostly organic until now – this has led to some missed opportunities.

CBC’s biggest Facebook page – was the one that Tod Maffin created. Now they had to now own their own online presence.

There was no branding on the Jian Gomeshi CBC page. 

CBC is in the process of building the guidelines for CBC – just hired senior social media producer.

- Build buzz
- Converse with viewers about issues
- Increase TV ratings
- Extend to new audiences
- Increase page views to websites
- Increase online viewing
- Maybe one day, make $$$

# 1 Food Inc ^ Facebook

- Low value prize = high value payoff
- 300,000 viewers – 30,000 online streams for the documentary

# 2 NIF Photo Contest

- For the Nature of Things
- Annette wanted to McGiver the tools to make it work.

Big prize, big payoff
200,000 page views with over 4,000 entries, big buzz on social networking sites

# 3 One Ocean

- It was one of the first CBC websites to leverage Facebook.

- Encourage people to pledge to do an act that will help to protect the ocean. People would pledge and that would be posted to their facebook account. Compatibility with Facebook Connect soon. Embedding YouTube videos for One Ocean. 

MissionBlue embedded the CBC YouTube channel (1,000 additional views a day).

Up Next – Afghan Memorial Wall

- Great public service project
- A living memorial for our soldiers
- Integrated fully with facebook to contribute to site
- Spread the site with facebook
- Utilize existing facebook content
- We hope : right target audience

More integration + more interactivity + more communication = more viewers.

Stephen Bailey from Fluevog Shoes

Unique soles for unique souls.

Stephen sharing a funny story about David Suzuki and a chance encounter with his wife.

Vancouver-based retailer – independently owned stores. 

Fluevog and The Internet

- Open Source Footwear – for them, every time John would go to a store, someone would hand him a piece of paper of a “real shoe”. Then John would lose almost all of them, so the Internet was a great place to showcase these. At the time, the option of letting people comment was helpful.

Some of the submissions were really amazing and really surprised them. What Fluevogers were thinking and what people wanted to see.

- Open Source Footwear
- Email newsletters – it was a natural progression from catalogues
- Web Flue-Point-Oh
   – Reviews
   – FlueShots
   – Name Your Price
   – VogPopuli

   – FluevogCreative.com
  
The winning artist gets $1,000 in shoes – and they’d have their name and URL attached to every shoe. 

Social media in Fluevog

- Facebook – john-fluevog-shoes
- Twitter – @fluevog

- Fluevog Everyday Shoes
-FavFlueBlogs
-Immediate Secondary Information
- Facebook Events
- Immediate
- Contests

Consistency is really important to us.

We have a single voice for the brand – there should be one presence for the brand.

Allen Chen

The “re-org” for social media is harder than you think – it isn’t about creating this new branch – it’s really about – creating that connection and engagement with your consumer, here’s how they visualize the chart.

Why should we care about reorganizing for social media?

Frequency –
Voice, tone
Start-to-ship
Communication
Feedback

Love the 2 axis graph from Allen Chen 

Moving from “A place to read stuff” to “a place to do stuff” on the consumer lens axis

The homepage – it’s filled organically by remarkable individuals or teams, ranked by the awesomeness and size of the tribes they create.

How can you help jump start this type of “org chart” at your company?

Note to self for Facebook
- Think megaphone, not a call list.
- The new influence is earned by giving props to others.
- Pace  your growth
- Find a Nate Berkus (when advertisers want in)
- Assemble a reboot team.
- Read up on sparkling vampires

Future Shop does a bunch of fun Facebook stuff.

Ask your team to follow Jerry Seinfeld’s 3 rules of life

1. Bust yoru ass
2. Fall in love
3 Pay attention.

Future Shop introduced Frankie – this female voice/person who would post about her quest to find the best Mother’s Day gift and how she’d make a scrapbook. After a week – their active fan base – she will be at the premiere of the movie.

Build a sandbox to learn how to earn connections, grow a following, and why ideas spraed or fail.

Stephen Bailey – there are organizations for whom implementing social media – we put great effort in the beginning to make sure we got it right from the start – we just wanted to get the nuts and bolts right – in terms of the audience

As for EA – Craig is mentioned that – even the marketing teams – we are happy to let you have this ownership, we just need some direction. 

Balancing out the individual voices of the individual people with the organizational, corporate voice that represents the identity – to what extent those are necessary.