A presentation given at the 2011 ReadWriteWeb 2-Way summit. Social media strategy, marketing, evolution, social enterprise, frameworks and tips.

1. Social Media in the Enterprise – Today’s best practices for tomorrow Ravit Lichtenberg, Ustrategy LLC June 14, 2011

2. A specialized boutique consultancy helping companies connect with customers in the social digital age: Customer marketing strategy Social media strategy and execution Digital experience research and recommendations New product launch SaaS customer experience Melding Psychology + Business expertise for maximum results WE ARE: SAMPLE PROJECTS: www.ustrategy.com | www.ravitlichtenberg.com @ravit_ustrategy USTRATEGY LLC, www.ustrategy.com

3. A specialized boutique consultancy helping companies connect with customers in the social digital age: Customer marketing strategy Social media strategy and execution Digital experience research and recommendations New product launch SaaS customer experience Melding Psychology + Business expertise for maximum results ABOUT RAVIT: OUR CLIENTS SAY: WE ARE: Ravit is a top notch strategic marketer, understanding the requirements complex organizations. I would highly recommend Ravit! -David Kilby, Director, UCSF Ustrategyhelped the Business Intelligence Solutions division of HP develop a thorough strategy to leverage social media as a key vehicle for increasing market awareness and customer engagement - Giuliano Di-Vitantonio, VP Marketing, HP Software Ustrategy’s Founder & Chief Strategist Ravit Lichtenberg has consulted to a variety of startups and Fortune 500 companies in the hi-tech, retail, financial and automotive sectors. Ravit holds an MBA from UCLA Anderson School of Management and a Master in Human Factors and Applied Experimental Psychology. ©USTRATEGY LLC 2008-2011 | www.ustrategy.com | www.ravitlichtenberg.com

4. About this presentation This presentation was give at the 2001 ReadWriteWeb 2-Way summit in NYC, NY. It has been modified from its original version to exclude material not released for electronic sharing. You are free to use this presentation, or any portions of it, with attribution to Ustrategy LLC www.ustrategy.com Enjoy!

5. “Social media” has gone mainstream 89% of US population is using social technologies 88% of companies use social media channels 71% of US population is on Facebook Maturing – vertical integrations, acquisitions, IPOs © USTRATEGY LLC, 2008-2011

6. Companies are evolving New skills New talent Metrics Budgets Campaigns Internal tools © USTRATEGY LLC, 2008-2011

7. Ford then… http://en.wikipedia.org/wiki/File:Ford_Motor_Company_assembly_line.jpg © USTRATEGY LLC, 2008-2011

8. Ford today © USTRATEGY LLC, 2008-2011

9. Old spice then… http://www.youtube.com/user/OldSpice © USTRATEGY LLC, 2008-2011

10. Old Spice today © USTRATEGY LLC, 2008-2011

11. News today © USTRATEGY LLC, 2008-2011

12. …still a disjointed experience

13. Leading companies will be shifting their wholeidentities to better fit our social evolution

14. Transformation through action

15. Transformation through action

16. Transformation through action

17. Transformation through action – the zone Innovate Innovate Personalize Learn eROI Personalize Apply Innovate Personalize Apply Apply Learn Try Learn Actions, Risk, Investment, Time © USTRATEGY LLC, 2008-2011

18. Transformation through action – the zone

19. Leading companies have best practices in common Going beyond experimentation Alignment with organizational and marketing objectives Emphasis on stakeholder buy-in Separate strategy and execution Using technology as means to an end © USTRATEGY LLC, 2008-2011

20. Becoming a social company is not experimental 1. http://www.eurovision.tv/tag/photos/Vilnius?gal=11933

21. Complex process, planning, structure, commitments Revised company objectives and metrics Internal alignment across divisions Updated skill-sets Learning and education © USTRATEGY LLC, 2008-2011

23. Hired or contracted new skills?

25. Align with corporate and marketing objectives 2. http://www.eurovision.tv/tag/photos/Vilnius?gal=11933

26. Alignment is key to continuity Have common goals, objectives, metrics Solve real pain points Fit into the dashboard Deploy across the company © USTRATEGY LLC, 2008-2011

30. Funding

31. Resources

32. Content assets

33. Passionate SME involvement

34. Closest to the customer

35. Contribution

36. Joint initiatives

37. Learn and teach© USTRATEGY LLC, 2008-2011

41. Conducted a Stakeholder Analysis?

42. Developed Stakeholder Engagement plan?

45. Leading companies know the difference Social media strategy A guiding document, sets a foundation Answers “What” “Why” Connected directly to the organization’s mission, goals, measurements Provides rationale Includes actionable recommendations (channels, brand, identity, scope, intensity) based on research and analysis Social media execution An action plan Answers “how” “when” “who” Builds directly on top of the strategy Sets clear actions, timeline, resources Can be adjusted and changed © USTRATEGY LLC, 2008-2011

48. Demonstrated how execution ties to the strategy?

49. Evolves its execution plan regularly based on learning and feedback?

50. Use technologies as means to an end 5. http://www.eurovision.tv/tag/photos/Vilnius?gal=11933

51. People-focus is the driver for technology use In service of customers, brand relationship A way to empower customers to not only curate, but to Create on behalf of a brand Seamless multidirectional communication channel, engagement, connection Use technologies selectively! © USTRATEGY LLC, 2008-2011

54. Marriott Hotels - # 1 in its category Challenge: Massive expansion plans Not known outside of the US, not sure how relevant their offer today Not sure how it communicates its social identity core value Process: Study brand position, business strategy, interview global leadership Conduct market research (China, Thailand, Egypt, India, Emirates, US, UK, Germany) Findings: Master brand key source of pride among key talent and a stunning referral driver Brand equity strongly ties to “here, there, and everywhere” ubiquity of career opportunities Employees’ loyalty is #1 driver of guest experience Solution: Start with brand’s core service promise and leverage employee loyalty, mobilize Make visible truths and pride points evident in the heart of the house Build master platform on brand’s unique blend of ubiquity and differentiation

55. The View from Juhu Beach http://evvivabrands.com/ © USTRATEGY LLC, 2008-2011

56. Learning and connecting through games

57. Teaches basics of hotel management © USTRATEGY LLC, 2008-2011

58. Social media in the enterprise Social enablement framework Customer Life Cycle Innovation through action Best practices © USTRATEGY LLC, 2008-2011

59. Connect: RAVIT LICHTENBERG USTRATEGY LLC ravit@ustrategy.com www.ustrategy.com www.ravitlichtenbreg.com www.twitter.com/ravit_ustrategy