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Head To Toe - How To Create Scalable
Social Capability
Derek Laney
Director Product Marketing
@derektweets
Derek Laney
Director Product Marketing Management
SalesforceMarketing Cloud
@derektweets
Niki Epstein
Executive Manager So...
If You Missed It
Top Takeaways:
New normal mobile connected consumer
Social now part of the path to purchase
67%
on smartp...
Got one of these?
Today’s Objectives
Today’s Learning Objectives:
create relationships at scale
create scalable systems & processes
create s...
Tips for Building Scale
Lorna Jane Video
Scalable Strategy – Local Goes Global
Listen at Scale
Create Scalable Content Pillars
Move, Nourish, Believe
Reusable Engagement Mechanics
Seek Opinions Activate Advocates Involve in Design
Measure and Replicate Success
Social Goals Sales Goals
Scaling Customer Side
Niki Epstein
Executive Manager Social Channels
Commonwealth Bank
2222CommonwealthBankofAustralia/ PresentationTitle / Confidential
Buildsystems…thenlisten
Chatterslide
2323CommonwealthBankofAustralia/ PresentationTitle / Confidential
Buildsystems…thencollaborate
Buildsystems…thenengage
2525
Buildsystems…thenexcite
2626CommonwealthBankofAustralia/ PresentationTitle / ConfidentialBuildsystems…thencurate
27
FACEBANKINGhas arrived
Buildsystems…theninnovate
Matt Kendall
Digital Business Director
One Green Bean
Scaling Agency Side
How To Create Scalable Social
Capability – Agency side
One
Green
Bean
Identify & attract genuine talentTalent
Agile development of departmental
structure, workflow and roles
Structure
And we’re not just talking
engagement metrics from
Facebook Insights
Measurement
Research and invest wiselyTools
Un-silo social and move it to the
heart of your business
INTEGRATION
Derek Laney
Director Product Marketing Management
SalesforceMarketing Cloud
@derektweets
Niki Epstein
Executive Manager So...
#1 in Social Advertising#1 in Social Publishing#1 in Social Listening
#1 in Social Marketing
Just in case…
Today’s Learning Objectives:
Relationships
Systems & Processes
Services
And if all else fails…
Head To Toe - How To Create Scalable Social Capability (Mumbrella 360)
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Head To Toe - How To Create Scalable Social Capability (Mumbrella 360)

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It's easy to achieve quick results using short-lived incentives and flash-in-the-pan ideas, but how are leading Australian social marketers building ongoing relationships and leveraging skills across departments and agencies? Hear how retailer Lorna Jane built on its bricks and mortar relationships to achieve digital success. Learn how Commonwealth Bank marries a service channel with great storytelling to keep people talking. Ultimately, whether client or agency, we need to be in the business of creating a scalable and sustainable channel.

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  • Grassroots relationships, Move Norish BelieveOn instagram alone 50,000 tagged imagesLast year, one competition 60,000 entries
  • 2 ears and 1 moutha) See how people engaging around active livingb) Learn from others in the industry, what has worked, what didn'tc) Systematically Collect Word Of Mouth from Staffd) Identify influencers and activate super-fans
  • Move - Norish - recipes, beautyBelieve - positivity and happiness
  • Fan Opinions on Fashion - make the pieces conversationalFan Advocacy (50K photos on instagram)Fan Participation in Product* inspirational singlet, UGC to submit their own slogans’ designs, profit share. 60K submissions (40,000product sizes, maternity, larger sizes
  • 10% purely on a last click basis, more on Multi-touch Store based social KPIs, growth, engagementCombined with sales dataMove the focus to long term relationships not quick sales
  • Three years ago I was brought on board by Kat Thomas as the sole digital Bean. Now there is 20 of us, a third of One Green Bean.We have had to scale incredibly quickly and effectively over this time. While there was a lot of test and learn, when looking after the reputations of blue chip clients such as CommBank, Toyota, Coke and Virgin Mobile we couldn’t afford to have any missteps in an age where an errant tweet can become front page news and a social media shit storm.These are some of the lessons we have learned in achieving scale over this short period
  • This is the biggest challenge for any agency looking to scale in social.Just like on shows like X Factor or The Voice, someone who performs well in the rarefied interview process may not cut it in the real world. They may lack robustness from not earning their stripes at the coalface… or maybe they never had the talent in the first placeLike a true music R&D talent scout you need to go out there and hunt real talent down and research the audience reaction to their workIf you do not have a deep understanding of social, have someone knowledgeable you trust do it with you (and I don’t mean headhunters) – a candidate who reads a lot of Brian Solis and Mashable may sound impressive, but may have never dealt with the stresses of a social media crisis and is therefore untested. You do not want these people to have your clients’ (AND YOUR) reputation in their hands. There are a lot of charlatans out there.Graduates become excellent social talent – They grew up as digital natives, are unsullied by pre-conceived notions of knowing it all, they are keen and eager blank slates for you to mould in to the consummate social media professional.
  • There is no one way to do this and every agency or department will need to develop their structure around their clients’ needs.Even though we started small, we had to achieve scale very quickly. Very soon we had developed our optimum cell. We had The Community Manager who was at the coal face developing content and triaging commentary with the team at the BankThe Social Media Manager was the day to day contact for the client and was responsible for content development & management within the agency as well as strategic implementation of campaigns and BAU activityThe Strategist was senior client counsel and responsible for the overarching strategy for the brand as well as the tracking of its success and ongoing optimisationAnd that’s why I have a I hive as an image here, we had created our first cell. It worked and as other clients came on board, we replicated that structure and its workflow processes across the board – but kept the lines of communication open to ensure integration and knowledge sharing such as brainstorms for campaign activity and newsroom style sessions for the development of content plans.Whatever approach you take, you do need clearly defined roles and responsibilities so your employees know what is expected of them. Provide clear KPIs and regular check-ins with line managers to see how they’re tracking. You also need to provide a clear path to progression. Even though our structure is collaboration rather than delegation driven, there is a hierarchy and we are clear on what is required in order to move up. As we have scaled we have needed to develop specialist roles that sit across the whole department (such as Producers and Analysts) and you need to be agile in your development of the processes and and workflow systems to ensure these integrate effectively
  • As thec-suite becomes more interested in social media, agencies are going to need to be a whole lot more accountableWhile a blanket ROI measurement is something of a holy grail at the moment, specific ROI calculations can be developed in some cases, while rigorous tracking of other success metrics matched to KPIs are becoming easier to benchmark against and manage.If you still have your Community Manager doing your reporting, you are going to have to unsilo your measurement and have an analyst or at least your senior strategist looking after this incredibly important aspect of the business.We have analysts at One Green Bean to help make sense of the data. Whether its tracking our success across multiple touch points, or through the funnel or combining human social data with website analytics and media data and sales data – you need a dedicated resource to look after this as soon as your revenue allows. If not, ensure at least one of your team is a gun on this frontIt will pay dividends. The insights that a decent analyst can provide you is the key to social success. It’s the all important listening part of what we do, it allows us to be more targeted and relevant from the get go while allowing us to optimise and iterate on the fly and then report success convincingly to your client
  • The only way to manage and measure social media effectively is with the right tools.There are countless tools available in Australia, but very few are actually worth the money. The problem we have as a market is localised data fidelity. Some of the other big global listening tools are very popular overseas, but are next to useless here. It’s either a trickle or local mentions or a whole firehose of irrelevant global data. We did an audit of these tools and found Radian6 by Salesforce to be the clear leader.We have now achieved over 90% local relevancy on all of our clients and that’s as close as you can get when you’re trying to listen to the whole internet. If you’re not getting this yourself, you are not receiving a whole picture and if you are running campaigns or looking after your client’s reputation online you don’t want to be missing important alerts or valuable mentions. As volume becomes an issue for larger clients, tools such as the Radian6 Engagement console have become indispensible for tracking and managing the conversation in real time, with effective workflow functionality for triaging queries and questionsThis is one area that anyone who intends to play in this space needs to invest in
  • As Derek mentioned earlier, a ninja tucked away in the corner or employees tweeting every now and then does not social capability make.Nor should your social team sit as an addendum that you tack on to the end of the ATL campaign you’ve just developed. No one will care and no one will share and you will need a massive media spend just to achieve eyeballs… just like you always have. If you want to achieve success and scale in social, you need to have social at the heart of your strategic and creative processes.Integration is often met with derision, not just because of its overuse as a buzzword, but because achieving genuine and effective integration is actually very difficultOne of the keys to our success at One Green Bean is that our founder Kat Thomas recognised very early in the piece that social thinking was the key to success in the new fragmented media landscape. I never had to fight for integration, it was decreed from the top down to the point where we’re no longer a PR agency. Our evolution into digital has been deliberate and is a core capability and focus for us and has future proofed our business. And I think that is why even agencies with a big and talented social team can struggle. If the senior management don’t understand and demand social thinking, your social team will have an uphill struggle to get any of their thinking across the line… and they have enough on their plate believe me.Integration not only achieves results, it helps your team scale by sharing the load. Having PR expertise at every level available on tap at OGB has been a Godsend, from crisis management to handing over the blogger outreach for implementation once our strategists and analysts have identified influencers via social metrics and methodology enables us to focus on what we are most effective at.So think about how social can integrate with an improve the different facets of your agency structure. And if you don’t believe social media integration works - have a look at our industry. PR, Digital, ATL, BTL and media agencies have all thrown their hats in the ring in the big and seemingly never ending social media land grab – so if the industry has integrated with social, why hasn’t your agency? It’s not going to go away you know.
  • The Marketing Cloud platform was created to address those issues and to help companies create and execute on a social strategy that drives business objectives. The Marketing Cloud is the ONLY social marketing solution integrated with CRM and scaled for the enterprise. Social Listening: Understanding what is happening across 400+ million sources of content about your brand, competitors, and industry, and engaging with the right conversations. Listening creates the dialogue opportunitySocial Publishing: Creating compelling social presences that drive engagement and activity across paid, owned, and earned channels. Social Ads: Creating ads and targeting customers based on demographics and activity on social.scale-able workflow and automationintegrate social conversations back into your CRM and deliver them across the enterpriseanalytics for measurement and conversion, to help you understand the ROI of social activitiesSuch as:website traffic, signups or downloads.brand advocate influence on sales/interest/exposurehow social presences increase revenueAdvertising performance by channel and campaignSocial is only one of the many important tools in your marketing toolbox. The focus should be on crafting a well-thought-out, creative marketing campaign, with social media serving as one of many components of your platform. Social media provides the opportunity for a multi-channel approach and a more integrated campaign. A recent Nielsen study shows that nearly 90% of all brands are using some type of integrated model for their campaigns in 2013, proving social marketing is necessary to reach your audience.  Social is in print, television and on site at events; it’s important for the campaign, and a tool that can help connect the message across multiple platforms. But, that message should be yours and engaging enough to spark action. 
  • Talking to customers, and thinking about our own use of social at salesforce, we see some key areas that companies struggle with: Speaker Note: Use this to discuss specific problems your customer is facing – can they relate to any of the questions below?Companies don’t know what their social foundation is. What we often hear customers say is:What are people saying about my brands on social?What social channels are important to our customers, competitors, and industry?Which conversations are important to my company and brand, and how can I tell?FACT:there are more than 150 million conversations about brands every day on social channels.We lack compelling content.How can we scale social content without spending a fortune creating assets?How do I connect with my customers and engage with them at the point of need?When should I engage?How should I take advantage of social advertising?FACT:35% of CMO say they are overwhelmed with the need to continually create fresh contentNot integrated with Sales & ServiceHow can I use social to provide better customer service?Where are the leads from social?How can we engage across departments within our company so we can bring relevant customer conversations from the social web to every employee of my company?FACT: 55% of CMO say they are frustrated in trying to link social engagement to salesHow do I get started?Need a manageable Engagement StrategyCost Effective Quality Content that is Always OnHow do I generate new leadsHow do I manage all of this globally and locally?How do I measure all of this in one place?How do I tie social to the rest of my business processes?I can’t measure the ROI of socialWhat have I spent globally?What campaigns and activities created the most pipeline?What social channels are most effective?How do these compare with other marketing campaigns?How much should I allocate towards social campaigns?FACT: According to an IBM CMO survey 61% of CMOs aren’t sure about the return they are getting from their spend on social.
  • QUANT HARD NumbersIncrease RevReduced Cost: We are seeing more customers start to quantify the cost savings of reduced call volume and enhanced real time customer service through social. Relevant Ex by Customer/Preso here:Utility companies managing outages and driving communication via social, leverage social engagement to drive EE behavior change and assess attitudes toward Smart Grid. Boulder Energy Smart ARRA-funded no mass marketing Non-profits and higher ed use social to drive fundraising and donor engagementOther companies are linking social media benchmark metrics to CSAT scoresFor customers already on the Salesforce platform, this is an value worth exploring.
  • Transcript of "Head To Toe - How To Create Scalable Social Capability (Mumbrella 360)"

    1. 1. Head To Toe - How To Create Scalable Social Capability Derek Laney Director Product Marketing @derektweets
    2. 2. Derek Laney Director Product Marketing Management SalesforceMarketing Cloud @derektweets Niki Epstein Executive Manager Social Channels, Commonwealth Bank @nikiepstein Matt Kendall Digital Business Director One Green Bean @mjkendall
    3. 3. If You Missed It Top Takeaways: New normal mobile connected consumer Social now part of the path to purchase 67% on smartphones 1:5 Research purchases 45% Use daily 7 hrs / week avg
    4. 4. Got one of these?
    5. 5. Today’s Objectives Today’s Learning Objectives: create relationships at scale create scalable systems & processes create scalable services
    6. 6. Tips for Building Scale
    7. 7. Lorna Jane Video
    8. 8. Scalable Strategy – Local Goes Global
    9. 9. Listen at Scale
    10. 10. Create Scalable Content Pillars Move, Nourish, Believe
    11. 11. Reusable Engagement Mechanics Seek Opinions Activate Advocates Involve in Design
    12. 12. Measure and Replicate Success Social Goals Sales Goals
    13. 13. Scaling Customer Side Niki Epstein Executive Manager Social Channels Commonwealth Bank
    14. 14. 2222CommonwealthBankofAustralia/ PresentationTitle / Confidential Buildsystems…thenlisten
    15. 15. Chatterslide 2323CommonwealthBankofAustralia/ PresentationTitle / Confidential Buildsystems…thencollaborate
    16. 16. Buildsystems…thenengage
    17. 17. 2525 Buildsystems…thenexcite
    18. 18. 2626CommonwealthBankofAustralia/ PresentationTitle / ConfidentialBuildsystems…thencurate
    19. 19. 27 FACEBANKINGhas arrived Buildsystems…theninnovate
    20. 20. Matt Kendall Digital Business Director One Green Bean Scaling Agency Side
    21. 21. How To Create Scalable Social Capability – Agency side One Green Bean
    22. 22. Identify & attract genuine talentTalent
    23. 23. Agile development of departmental structure, workflow and roles Structure
    24. 24. And we’re not just talking engagement metrics from Facebook Insights Measurement
    25. 25. Research and invest wiselyTools
    26. 26. Un-silo social and move it to the heart of your business INTEGRATION
    27. 27. Derek Laney Director Product Marketing Management SalesforceMarketing Cloud @derektweets Niki Epstein Executive Manager Social Channels, Commonwealth Bank @nikiepstein Matt Kendall Digital Business Director One Green Bean @mjkendall Panel
    28. 28. #1 in Social Advertising#1 in Social Publishing#1 in Social Listening #1 in Social Marketing
    29. 29. Just in case… Today’s Learning Objectives: Relationships Systems & Processes Services
    30. 30. And if all else fails…

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