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German American Chamber of Commerce Knowledge Exchange_Digital Marketing and the whole Organization

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Digital, Mobile, and Social Media now Affect the Entire Organization: How to use digital media to amplify and extend the reach and impact of marketing — and the organization overall. …

Digital, Mobile, and Social Media now Affect the Entire Organization: How to use digital media to amplify and extend the reach and impact of marketing — and the organization overall.

Published in: Marketing, Business, Technology

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  • 1. Digital, Mobile, and Social Media now Affect the Entire Organization Kevin Masi December 2013 @kevinmmasi kmasi@torquelaunch.com
  • 2. What’s different now
  • 3. Digital is not just another channel. 3
  • 4. From Mass to Individual 4
  • 5. From Research to Big Data 5
  • 6. From Control to Interaction 6
  • 7. Marketing Investors Employees Recruiting Digital throughout the organization Customer Service New Business New Products Brand Reputation 7
  • 8. From the speed of yesterday to the speed of now 8
  • 9. Digital amplifies & extends the reach and impact of marketing — and the organization overall 9
  • 10. Digital can ACTIVATE the entire organization data social media website paid media earned media owned media 10
  • 11. Three Principals of Activation Planning for entire the organization
  • 12. AUDIENCE DIGITAL ACTIVATION AGILE ACTIVATE 12
  • 13. Determine your purpose • • • AUDIENCE Define clear objectives Articulate what success is Set the metrics 13
  • 14. Understand the Landscape • • • • • AUDIENCE Where are your customers? What are they talking about? Do they talk about different things in different places? How do they talk about you? How do they talk about competitors? 14
  • 15. Create a social business council • • • • AUDIENCE Include senior executives for corporate buy-in Find the early adopters across job functions and business units Set up a “test group” Provide training 15
  • 16. AUDIENCE DIGITAL ACTIVATION AGILE ACTIVATE 16
  • 17. Develop a plan, then use it! • • • • • • • ACTIVATE What do we want to be known for? Channel strategy? Tone of voice? Personality? Engagement schedule? Educate, provide resources, entertain? Customer inquiries? Issues/crisis management? 17
  • 18. Develop your sharable story. ACTIVATE 18
  • 19. Develop your sharable story. ACTIVATE 19
  • 20. Actively listen. ACTIVATE 20
  • 21. Fish where there are fish. ACTIVATE 21
  • 22. Why people engage: the 3 F’s Fun. Fame. ACTIVATE Fortune. 22
  • 23. Use social media as business tool to spark, amplify & extend word-of-mouth. • • • • • • • ACTIVATE Customer recommendation Refer a hiring candidate Receive a request: customer needs/wants Customer referral Feedback on your performance Employees singing your praises Business partnership suggestion 23
  • 24. Content is the engine powering social. ACTIVATE 24
  • 25. Content is the engine powering social. • ACTIVATE Mix it up Events • Posts • Newsletters • Pictures • User • Video Content • Games • Links • 25
  • 26. Content is the engine powering social. • • Mix it up Make it relevant, interesting and sharable. • • • ACTIVATE Focus on audience interests/needs Refer to other news, information Encourage and reward sharing 26
  • 27. Content is the engine powering social. • • • Mix it up Make is relevant, interesting and sharable Facilitate interaction • • • ACTIVATE Ask questions Respond to comments Highlight employees, members 27
  • 28. Content is the engine powering social. • • • • Mix it up Make is relevant, interesting and sharable Facilitate interaction Optimize SEO ACTIVATE Google looks for interaction and useful content 28
  • 29. Employees are your best ambassadors • ACTIVATE Empower them to tap into their own networks Your own LinkedIn network: • • 1,094 connections link you 13,212,404+ professionals 56,432 new people in your Network since December 5 29
  • 30. Connect employees to each other with digital ACTIVATE 30
  • 31. Digital is not in a box...or a silo ACTIVATE Mobile Palm Mobile Notebook Desktop Mobile Tablet 31
  • 32. Gaming is a great business tool for measurable business outcomes. • • Incentives, points & rewards for participation Specific actions for specific outcomes • • • • ACTIVATE Recruiting New business Customer service Product development 32
  • 33. Old Sales Playbook for Business Development ACTIVATE OLD SALES PLAYBOOK COLD CALLS SALES DEMO QUALIFY LEADS EMAILS TRADITIONAL SALES “THE FUNNEL” 33
  • 34. Activate social as a business development tool. ACTIVATE SOCIAL ACTIVATION SALES PLAYBOOK SOCIAL NETWORKS PURCHASE LEARN EDUCATE ASK QUESTIONS ENGAGE READ RECOMMENDATIONS PROMOTE OTHERS SOCIAL SALES TRIAL MAKE RECOMMEN DATIONS DIGITAL CUSTOMER PATH IS INDIRECT 34
  • 35. Activation process Research Planning Creative & Content ACTIVATE Production Daily Activation Reporting 35
  • 36. Activation team Activation director ACTIVATE Business and marketing goals: sees the big picture Researcher Social listening, research, competitive intel Planner Program channels, calendars & schedules Engagement manager Creative and content producers Post, follow, respond, interact Writing, info graphics, creative themes Thought leaders, white papers 36
  • 37. AUDIENCE DIGITAL ACTIVATION AGILE ACTIVATE 37
  • 38. Experiment! ACTIVATE 38
  • 39. Measure. Adjust. Repeat. ACTIVATE 2010 2011 2012 2013 Fans & followers Drive traffic to the Track interaction Integration of social site across the full with overall clickstream marketing and Activity business metrics Focus Gathering “likes” The race for more Calling for followers the better comments: user CRM, performance metrics content 39
  • 40. Agile: a framework for decisions • Cross functional teams • Customer collaboration • AGILE Active use of data 40
  • 41. Agile: a framework for decisions • Constant testing • Response to change • AGILE Continuous improvement 41
  • 42. Agile: a framework for decisions • Efficient • Adaptive • AGILE Iterative cycles 42
  • 43. A frame of mind: Digital, Mobile and Social Media can Activate the Entire Organization AUDIENCE DIGITAL ACTIVATION AGILE ACTIVATE