The Social Engagement Journey #sm301

BEYONDERIC WEAVER • @WEAVE THE SOCIAL ENGAGEMENT JOURNEY Eric Weaver • Ant’s Eye View • #SM301

!"#$%"!%&()*+(,-./0(.1+2(.3(456762(8.9,(+:(3;-(3.<=0(*-/-(.>+?3(;+*( 0+@A.<(.BB/+.@;-0(B/+CAD-(/-.<(/-0?<30E(F.03(,-./2(8,(3.<=(*.0(.>+?3(3;-( +BB+/3?9A3,(3+(A9G-@3(0+@A.<(3;/+?1;(3;-(-93-/B/A0-E(101: This stuff is real201: Socialize that enterprise

!"#$%"!%&(H?3(3+D.,2(#(*.93(3+(3.<=(.>+?3(.(G+?/9-,(I(.(G+?/9-,(3;.3J0(.(>A3( DAK-/-93(:/+8(3;-(G+?/9-,(+3;-/0(./-(0-<<A91(,+?E(Today:we’re going on a journey.

WHY ARE WE HERE?We need to build awareness. !"#$%"!%&(L-J/-( .3(3;A0(@+9:-/-9@-(We need to convert the curious. 3+(0+<C-(0+8-(>.0A@( 1+.<0E(M0?.<<,(A3J0( 3;-0-E(!(L-J/-(.<0+(We need to increase revenue. *+9D-/A912(*;-/-( D+(*-(1+(:/+8( ;-/-N(L;.3J0(9-O3N(We’re wondering:what’s beyond The Twitter?

AND WE FACE MANY HURDLESNo one has the time. !"#$%"!%&( L;-9(,+?(;-./( 1?,0(A9(3;-(9-O3( 03.<<(.3(3;-(.A/B+/3(Everyone is distracted. >.3;/++8(3.=A91( >?0A9-00(@.<<02( ,+?(PQ"L(*-J/-(Trust is harder to come by. R8-S03./C-DE( L;-9(*-(D+9J3( 3/?03(D+@3+/0(+/(Expectations can often be ridiculous. B+<A@-2(,+?( PQ"L(*-J/-( DA03/?0T?<E((One blogger can outshout our budget. ( 4+(*;+(D+(,+?( 3?/9(3+(:+/(.DCA@-(So much noise about social! .>+?3(0+@A.<( -K+/30N(

“Join the conversation!”! “Marketers need training pants!”! “Advertisers don"t get it!”! “It"s about a dialogue!”!!"#$%"!%&(5+03(@+/B+/.3-(0+@A.<(8-DA.(B/+B+9-930(./-(3.<=A91(.>+?3()U%()""FE( );-,(DA08A00(B/-CA+?0(8./=-R91VW&(-K+/30(X.9D(8./=-R91(B/.@RR+9-/0Y( @+8B<-3-<,E(4+8-(;.C-(Q"(8./=-R91(-OB-/A-9@-(.3(.<<E((

THEIR LATEST SCOLDING:“YOU NEED A SOCIAL MEDIASTRATEGY!” 03/.3-1,(A0(/-Z?A/-DE([9D(3;-(@?//-93(0@+<DA91(A02( !"#$%"!%&();-,(./-(@+//-@3(.>+?3(0.,A91(3;.3( D?;;;2(,+?(9--D(.(0+@A.<(8-DA.(03/.3-1,]^(

WE DON’T NEEDNO STEENKEENGSOCIAL MEDIASTRATEGY

THAT’S LIKE ACELL PHONE STRATEGY.

OR A FREEWAYSTRATEGY.

THAT’S AFOCUS ONTHE TOOL,

RATHERTHAN THEBUSINESSOBJECTIVE.

BOTH MARKETERS& “GURUS” HAVETO STOPPLANNINGSOCIAL MEDIAIN A VACUUM,

INDEPENDENTLYOF OTHERENGAGEMENTINITIATIVES,

LIKE SOME KINDOF BOLT-ONPUBLISHINGPLATFORM,

BECAUSE THATREDUCES ITSPOWER.

Most social media gurus’ andproponents’ idea of how topursue social is 1) convincemgmt to try. 2) Push offers/promos via social channels.3) Buy fans (argh) via ads. 4)“We need a tab! We need anapp!” (are you sure? Do thosemap to organizational goals?)5) to talk about or prove ROI.AND THEN WHAT?!?!? Whatcomes next? Where do we gofrom there? Can anyone tellme? (crickets)If you are trying to solvealong this journey, you aretrying to solve for THE TOOL.

The bigger opportunity: alignthe entire organization aroundintegrated social engagement.

“Engagement, engagement,engagement! What does thateven mean?!?”

!"#$%"!%&(#(*.93(3+(0;./-(.(DAK-/-93(=A9D(+:(G+?/9-,(+9(,+?(I(+9-(3;.3(0+<C-0(:+/( >?0A9-00(+>G-@RC-0E("9-(3;.3J0(:./(8+/-(B+*-/:?<E( ( [3([93J0(%,-(!A-*2(*-(0--(@+8B.9A-0(.0(;.CA91(_C-(03.1-0(+:(0?@@-00(A9(@?03+8-/( -91.1-8-93E(F-3J0(3.=-(.(<++=(.3(3;-8E(Ant’s Eye View’sEngagement Journey

STAGE 1 OF THE JOURNEY: “OLD-SCHOOL” ENGAGEMENT IS SILOED SOCIAL BLOCKED AT THE FIREWALL MARKETING IS PUSHED DON’T WANT TO HEAR WHAT’S SAID ONLINE SOCIAL IS NOT ON THE EXECUTIVE TEAM’S RADAR

STAGE 2: DABBLING IN SILOS MAVERICK SOCIAL LEADER(S) BUT NO FORMAL TEAM TOES IN THE WATER GOOGLE ALERTS OR LISTENING TRIALS ENGAGING ADVOCATES IN POCKETS LOTS OF CUSTOMER DATA BUT NO CONNECTION TO SOCIAL CHANNELS

STAGE 3: OPERATIONALIZING EMPOWERED TEAM RUN BY A PROVEN LEADER CHANNELS BECOME MORE FOCUSED LISTENING DATA SHARED WITH OTHER DEPTS (BUT PR CRISES STILL THROW U FOR A LOOP) MORE TRAINING ON HOW TO ENGAGE BASELINE FRAMEWORK FOR METRICS

STAGE 4: REAL RESULTS CENTRAL TEAM NOW PUSHING ENGAGEMENT TO BUSINESS UNITS CHANNELS YIELDING RESULTS EMPLOYEES INTERACTING WELL ONLINE DASHBOARDS TIED TO EXECUTIVE NUMBERS EXEC LEADERSHIP BOUGHT IN

FINAL DESTINATION: FULL ENGAGEMENTBUSINESS OUTCOMES ORGANIZATIONAL CUSTOMER EVIDENCEProducts are brought to IMPACTS “I trust you”market more quickly Entire employee base “I recommend you”Differentiate beyond $$ has a 360° view of theEngaged users spend customer and can “I’m valued and heard”more time on site anticipate needs “That was my idea”Influencers drive Brand dashboard tiedrevenue via trust “You’ve anticipated my to revenue needs”Activation creates choice Senior execs leadingat retail “You didn’t talk AT me” with customerGet & retain best talent engagement “You’ve improved myMore efficient research, life” Increased awareness,development, marketing revenue, loyalty, “I defend you”& ops advocacyBuilt-in demand reducesfinancial risk

SO HOW DO YOU START ONTHIS JOURNEY?Know that there is one.Communicate and educate.Plan beyond yourdepartment.Assess where you are and seta compass point.Map organizational objectivesto social tactics.Choose your presence wisely.Anticipate potential “tribalrifts”: Mktg vs. CustomerCare. PR vs. Mktg.

These I heard about The YouTube vid podcasts help you from shows me how to me understand Glassdoor. operate the software. new product offerings. HR & TRAINING IT AND INFRASTRUCTURE SALES, SHIPPING &SUPPLY CHAIN OPERATIONS MARKETING, CUST CARE DISTRIBUTN PR 85% would prefer you Please build a Is this @CustCare, Ibought locally sourced store in our Groupon deal need help with ingredients. community. still valid? my bill.

The forgotten benefit:GOOGLE <3’s ENGAGEMENT!"#$%"!%&("9-(>-9-_3(*-(:/-Z?-93<,(:+/1-3(*;-9(*-J/-(.BB/+.@;A91(0+@A.<(A0(3;.3( -91.1-8-93(.9D(@+9C-/0.R+9(B/+CAD-(3+?@;B+A930(.9D(0-./@;(-91A9-(:+DD-/E(( ( `++1<-(<+C-0(-91.1-8-93(>-@.?0-2(A:(@+9C-/0.R+9(A0(;.BB-9A91(./+?9D(B./R@?<./( @+93-932(`++1<-(.00?8-0(3;.3(+3;-/0(*A<<(<A=-(A3(.0(*-<<2(.9D(A3J0(B<.@-D(;A1;-/(A9( 0-./@;(-91A9-(/.9=A910E(F-3(8-(0;+*(,+?(.9(-O.8B<-(+:(3;A0E(

!"#$%"!%&(4AO(,-./0(.1+2(#(B+03-D(.(B;+3+(+:( 8,(*A:-J0(B.00B+/3(B;+3+(+9(8,(c<A@=/( .@@+?93E($.<<-D(;-/(3;-(U+d-03E(L+8.9E( %C-/E^();-9(#(:+/1+3(.>+?3(A3E( ( [(@+?B<-(+:(,-./0(.1+2(#(<++=-D(.3(8,(c<A@=/( .9.<,R@0(.9D(0.*(3;.3(3;A0(+9-(B;+3+(;.D(UM`%(3/.e@2(-C-9(+C-/(+3;-/(B;+3+0(+:(;-/E(#( <++=-D(.3(3;-(/-:-//-/(03/A91(.9D(A3(*.0( A8.1-0E1++1<-E@+8(;+d-03(*+8.9(-C-/^(( (Q+(*.,2^(#(3;+?1;3E();A0(B;+3+(A0(@+8A91(?B( :+/(3;.3(0-./@;(03/A91N("C-/(.<<(3;-(+3;-/( A8.1-0(*+/<D*AD-N( ab(

!"#$%"!%&(4?/-(-9+?1;2(g-9.J0(B;+3+(A0(3;-( 9?8>-/(+9-(A8.1-(/-0?<3(:+/(;+d-03(*+8.9( -C-/E^( ( LUh(#4()U[)N(FA=-<,(>-@.?0-(c<A@=/(;.0(.( 3/-8-9D+?0(.8+?93(+:(@+9C-/0.R+92(@+88?9A3,(.9D(-91.1-8-93(./+?9D(A30(A8.1-02( @+8B./-D(3+(,+?/(3,BA@.<(>.>-(><+1E^( ( W<?02(+=.,2(0;-(A0(B/-d,(;+3E("(`++1<-(=9+*0]( f7(

What else fuels engagement?Great contentIntegrated engage-pointsEmotional relevance

!"#$%"!%&(&-0-./@;(D+9-(A9(3;-(<.03(3-9(,-./0(0;+*0(3;.3(*-(;.C-(3*+(0,03-80( :+/(8.=A91(D-@A0A+90(/.R+9.<(B/+@-00A91(.9D(-8+R+9.<(B/+@-00A91E();-(B/+><-8( A0(3;.3(-8+R+90(./-(-.0,(3+(B/+@-00(/.BAD<,2(+9(B./.<<-<(B.3;0E(%8+R+90(./-( -K+/3<-00E(H?3(/.R+9.<(3;A9=A91(A0(0A91<-S3;/-.D-D2(3.=-0(-K+/32(.9D(A0(0<+*(3+( B/+@-00E([0=(.9,(D.D(*;+J0(;.D(=AD0(.0=A91(Z?-0R+90(A9(3;-(>.@=(0-.3(*;A<-(3;-( /.DA+(A0(B<.,A91(.9D(,+?J/-(@+8A91(?B(3+(.(D.91-/+?0(A93-/0-@R+9E(4+(1?-00(*;.3N( bij(+:(+?/(D-@A0A+9(8.=A91(B/+@-00(A0(>.0-D(+9(-8+R+902(.9D(+9<,(ij(+9( /.R+9.<(3;+?1;3]((DECISION-MAKING IS 95%EMOTIONAL, 5% RATIONAL.ﬂickr.com/photos/!myklroventine!

DDB CASE STUDY: INTEGRATING TRADITIONAL!"#$%"!%&(U-/-J0(.9(-O.8B<-( PUSH WITH +:(*;.3(;.BB-90(*;-9(-K+/30( ./-(A93-1/.3-DE(5,(:+/8-/( SOCIAL PULL, TO -8B<+,-/2(kkH($.9.D.2(*.0( 3.0=-D(*A3;(B/+8+R91(.(9-*( SELL A LESS- <+*S0+DA?8(B/+D?@3(:+/(M9A<-C-/J0(P9+//(>/.9DE(H?3(3;A0( THAN-EXCITINGA0(.(0AD-(DA0;2(.9(.l-/3;+?1;3E( U+*(3+(8.=-(3;A0(B/+D?@3( PRODUCT @+9C-/0.R+9S*+/3;,N(

STARTINGPOINT: ACREATIVEHOOK WITHSTRONGEMOTIONAL& SOCIALAPPEAL

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!"#$%"!%&(4+8-(-C-9(1+3(3;+?0.9D0(+:( CA-*0E(

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FIRST 30 DAYS: 6000 Facebook fansSO DID IT 375,000 video impressions; total media cost: $0WORK? 20,000 Salty & Pep shakers sold outDDB’S Highest website traffic EVERRESULTS Unit sales rose by 24% overFOR KNORR previous year Sidekicks surpassed Uncle Ben’s as the #1 BRAND in the category

WHAT WOULD THE RESULTS BEIF DDB HAD ONLY PLANNEDSILOED SOCIAL MEDIA TACTICS?OR JUST A COMMERCIAL?

SO, NO, YOU DON’T NEED ASOCIAL MEDIA STRATEGY.YOU NEED AN ENGAGEMENTSTRATEGY. AN INFLUENCESTRATEGY. OR MAYBE ANACTIVATION STRATEGY.WHATEVER THE MEDIA.

AND THAT,MY FRIENDS, IS AGOOD STRATEGY.

FIVE MESSAGES FOR MANAGEMENT1) There is a path beyond participation and fanacquisition !"#$%"!%&(4+(*;-9(,+?(3.<=(3+(8.9.1-8-932(;-<B(3;-8(0--(3;-/-(A0(.(>A11-/( +BB+/3?9A3,E(4+@A.<(A0()&0(.>+?3(.DDA91(<A=-0(+/(1-o91(-,->.<<0E(2) Search and social are the norms for Gens X and Y –and they now outnumber Boomers in the workforce "l-92(1-9-/.R+9.<(<-90-0(;A9D-/(3;-A/(CA-*(+:(3;-(B+3-9R.<(+BB+/3?9A3,E(3) Alignment with your market means competitiveadvantage and more importantly, cost efficiency#:(8183(@;.8BA+90(0+@A.<(-93-/B/A0-(*AD-2(05"$.@.9(>-@+8-(3;-(-93-/B/A0-(1?/?0E^(4) Cross-functional social is an organizational wineveryone can get behind #enterprisechampion

FINAL MESSAGE FOR MGMT:Conversion is higher whencompanies invest inengagement

CONSUMERS PREFER ENGAGEMENT 3456&.,7505"*$0,8.$,9*4":,;,#0,*<,9#=,>?@@,ai27772777( !"#$%"!%&(L;,(D+( 3;-0-(c.@->++=(B.1-0( 1-3(0+(8?@;(8+/-(a727772777( 3/.e@(3;.9(3;-(E@+8N( $+90?8-/0(B/-:-/( -91.1-8-93(.9D(3+(6i27772777( D+(0+(A9(3;-(@+93-O3( +:(3;-A/(:/A-9D0(.9D( :.8A<,E(6727772777( i27772777( 7( !"#$%&()*+, -#.%**()*+/0"#$%&(0, 1*#*2#)*+, -#.%**()*+/*#*2#,

CHOICE IMPACTED BY ENGAGEMENT !"#$%"!%&($+90?8-/0(.<0+(./-(8+/-(<A=-<,( 3+(@;++0-(.9D(>?,(*;-9(-91.1-DE( %91.1-8-93(@/-.3-0(B/-:-/-9@-(.9D( A9p?-9@-E(

!"#$%"!%&([9D(-91.1-8-93(A09J3(<A8A3-D(3+(Ha$(B<.,0E([(/-@-93(03?D,(0;+*-D(3;.3( i7j(+:(A9>+?9D(<-.D0(*-/-(@+8A91(:/+82(+:(.<<(B<.@-02(FA9=-D#9(I(DA0@?00A+9(1/+?B02( @+8B.9,(B/+_<-0(.9D(A9DACAD?.<(B/+_<-0E();-,(*-/-(.<0+(3;-(8+03(<A=-<,(3+(@+9C-/3E(1 in 2 leads to B2Bwebsites are comingfrom…Leads from LinkedIn Groups most likely toconvert.Visitors from LinkedIn Groups most likely toattend webinars. F%[kc"&5#q(4)Mkh("c(arb(HaH($"5W[Q#%4(s(c%H(a766(

!"#$%"!%&(#J8(1+A91(3+(<-.C-( ,+?(*A3;(3;A0(1/.3?A3+?0(>?3( :?99,(@<AB(:/+8();-(L;A3-03( PAD0(M(P9+*E(

!"#$%"!%&([930(8A1;3(3.=-(,+?(3+(c.0;A+9(H?12(>?3(*-(@.9(.<0+(3.=-(,+?( +9(3;-(#*450(0+@A.<(-91.1-8-93(G+?/9-,E($.<<(?0(a7tSrabSr6r7E( ANTS CAN TAKE YOU ON THE JOURNEY THANK YOU! http://slideshare.net/weave http://twitter.com/weave

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The Social Engagement Journey #sm301

by Eric Weaver on Jun 03, 2011

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The Social Engagement Journey #sm301 — Presentation Transcript