Monday, May 5th, 2014 | 3 min read
This is a guest post by Kenyata Martin, Head of Marketing Strategy at NA Lubricants for Shell Oil Products US.
Many have asked, “Is having a social infrastructure important to my organization or brand being social?” My answer is really simple: “If you want to remain in business, yes.” So then the immediate next question is, “So how do I build a social infrastructure?”
As a student of frameworks, I stopped to ask myself the question: “Do you need new methods to build social infrastructure?” And as usual, I find myself identifying the answer to that question as “No, Kenyata. Nothing is new under the sun.”
So, I’ll share with you a framework that I cannot take credit for, but one that I think creates a simplified view to answer the question…
A student in my MBA program, Matthew Bothner, former professor at the University of Chicago Booth School Of Business and now current professor at the European School of Management and Technology, introduced to me the best filter I have encountered in evaluating whether an organizational infrastructure is fit for purpose to accomplish anything: the ARC.
This acronym stands for “Architecture, Routines, and Culture.” Professor Bothner submitted a simple concept behind this framework: If your ARC is broken, your strategy will fail. With that concept in mind, let’s evaluate how to build an ARC for an organization that is going to “be social.”
The following two diagrams show the ARC cycle and the definition of each component, and the translation of those elements to a social infrastructure:
While this is a very simplified view of how to begin creating an infrastructure that will allow your organization to be social, I think the best frameworks are the simple ones. They’re easy to remember, and generally elegant enough to absorb all the weeds you can get into when working through the maze of social media tools available to communicate to your consumers, customers, or both.
About the author: Kenyata Martin is responsible for increasing marketing capability within the NA Lubricants’ organization, as well as delivering scaled marketing strategies that have direct-to-consumer impact on both the B2C & B2B businesses. Prior to this, Kenyata spent 11 years at Procter & Gamble, where he had several social media highlights including launching Crest’s first YouTube channel and being a key leader on the team that delivered the now legendary Old Spice ‘Smell Like a Man, Man’ campaign.
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