The Socially Powered Enterprise (for #SM201)

THE SOCIALLY POWERED ENTERPRISE
ERIC WEAVER, TRIBAL DDB CANADA
PHOTO: ALASTAIR MCMILLAN

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YOUR SOPHOMORE YEAR
The “speech bubbles” shown here on Slideshare have been added to bring clarity.

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?
SO YOU’RE ON LINKEDIN.
YOU’VE GOT “A TWITTER.”
YOU’VE GOT “A FACEBOOK.”
NOW WHAT?

WE ARE IN THE MIDST OF A PROFOUND CULTURALSHIFT
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NUMBER OF PEOPLE JOINING LINKEDIN DAILY
67,000+

PEOPLE ON FACEBOOK
450,
000,
000
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SOURCE: FACEBOOK

830,000+PEOPLE JOIN FACEBOOK EVERY SINGLE DAY
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2010 POPULATION OF SEATTLE
563,374

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These are not quick checkins. Multiply 55 minutes times millions of people. This is where the “fish” have gone.
NUMBER OF
MINUTES THE AVERAGE USER
SPENDS EACH DAY ON FACEBOOK
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50%
CONSUMERS WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES
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The benefits are clear, not to just publish to social channels but to engage there as well, through creativity, utility and authentic value.
CHADWICK MARTIN BAILEY, FEB 2010

1,500,000+BUSINESSES HAVE A FACEBOOK FAN PAGE
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20,000,000+PEOPLE JOIN A FAN PAGE EVERY DAY

66% PERCENTAGE OF BRAND TOUCHPOINTS NOW GENERATED BY CUSTOMERS
MCKINSEY QUARTERLY, JULY 2009
Your brand is now OUR brand, owned by the collective We. We can no longer control a brand—only coach it.
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CLICKTHROUGH RATE FOR AVERAGE BANNER AD
0.19%
FORRESTER, 2008
CLICKTHROUGH FOR AVG FACEBOOK WALL POST
6.49%
VITRUE, AUGUST 2009
38x more. Why the difference? The first is an intrusion/distraction. The other is news involving a trusted friend.

People ask me if their business should be embracing social media
And I say, I don’t know, is there more business near the freeway?
WE KNOW WHAT HAPPENED TO BUSINESSES THAT DIDN’T THINK ABOUT THE FREEWAY
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INJECT YOUR CUSTOMERS’ DESIRES, CO-CREATION AND FEEDBACK INTO THE ENTIRE VALUE CHAIN
HR & TRAINING, INFRASTRUCTURE, IT
SUPPLY CHAIN
OPS
SHIP & DISTRIB
SALES, MRKTG,
PR
CUST CARE

MARKETING
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YEARS WE’VE BEEN APPROACHING THE MARKET WITH AN OUTBOUND MESSAGE
150
Marketers are following an outbound methodology that has existed for centuries. Because for centuries…it worked.

WINSTON TASTES GOOD LIKEA ______________________
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When I was a kid, we had 3 channels that shut down at midnight. We had one newspaper. Work was over at 5pm. No info overload. We could remember a tagline.

MAXWELL HOUSE:GOOD TO _________
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MONOLITHIC MESSAGES WORKED WHEN WE HAD:
(?)
Limited product choice
Limited media channels
Longer brand interactions
Higher barriers to entry
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ORGANIC, SOCIALLy-JUST, SOY HALF-CAFF, MOCHA FRAPPA WHATEV…
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Monolithic messages no longer work in a world of a bajillion choices. We can get anything we want, whenever, however. That expectation is set. And you’ve likely seen how some people come completely unglued when their Starbucks latte is made “wrong.”

THE CONSUMER IS NOW FIRMLY IN CONTROL
Time and attention are HUGE asks now. People are time-starved and avoid your attention-getters. There’s only one lever we can pull: TRUST.
CONSUMER ABILITY TO PUBLISH
ORIGINAL VERSION: AGENT WILDFIRE
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MARKETING OFTEN STUCK IN THE PAST
Those LED billboards that blind you at night: when advertisers are willing to put their offer above the safety of your family, there’s a problem.
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When airlines put ads on every seatback or overhead bin so that you can’t turn away, there’s a problem.
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OMG, it’s Oprah’s last show! You find the link, click it...but instead you get 30 seconds of something you didn’t want. She looks like she’s happy she denied you your show, doesn’t she? Marketing need trumps consumer desire.

91%OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST
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77%PEOPLE WHO REFUSE TO BUY FROM COMPANIES THEY DISTRUST
EDELMAN PR, 2009

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GROWING REVENUE IS NOT ABOUT TAGLINES, LOGOS, INTRUSION OR HANDWAVING. IT’S ABOUT USING YOUR SOCIALLY POWERED MARKETING EFFORTS TO GAIN TRUST.
FLICKR.COM/PHOTOS/POWERBOOKTRANCE

BRANDED SITE
EXTERNAL MKTG-MANAGED PRESENCE
EXTERNAL THIRD-PARTY SITE
TRADITIONAL MEDIA/PR
Integrated Traditional/Social Marketing Mix
AWARENESS
NEED
DETERMINATION
EVALUATION/COMPARISON
PURCHASE
LOYALTY
TOPICAL COMMUNITIES:
IP, HELPFUL TIPS
Social touchpoints can help build trust, thus propelling a customer through the purchase funnel.
PRODUCT LAUNCH MICROSITE
AMAZON
S T O R Y T E L L I N G
DOT-COM SITE
HELPFUL RESOURCES
RECIPES
SEO
COMMENTS
EVENTS
COMPANY BLOG (IP)
FACEBOOK FAN PAGE
ONLINE SAMPLING
E-COMMERCE PARTNER
ONLINE
YOUTUBE CHANNEL: STORYTELLING, IP
PRINT
EXTERNAL BLOGS: IP, TIPS
OUTDOOR
PR
SAMPLING PGMS
RETAIL
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Use social media as a trust-builder to put out reputational wildfires.
“THE BEST WEAPON AGAINST SOCIAL MEDIA FIRE IS SOCIAL MEDIA WATER.” – Ramon DeLeon, Domino’s Pizza

HUMAN RESOURCES
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Why did they experience this kind of growth? Prospects TRUSTED her.
2,000,000 IMPRESSIONS2,300 NEW ACCOUNTS$4,000,000 IN NEW DEPOSITS
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PRODUCT MANAGEMENT
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Prior to the 2010 CES, Kodak CMO Jeffrey Hayzlett asked consumers to name a new camera over Twitter. The winner(s) would win a trip to Vegas and help him launch it.
“I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT,CMO, KODAK
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INVESTOR RELATIONS
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SALES
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WHAT IF CUSTOMERS COULD DOWNLOAD HELPFUL TOOLS AND USE THEM AT POINT OF PURCHASE?

$15K ON DIRECT MAIL = 200 NEW CUSTOMERS$7,500 ON OUTDOOR = 300 NEW CUSTOMERS$0 ON TWITTER = 1800 NEW CUSTOMERSBUSINESS GROWTH: $4MM -> $50MM IN 3 YRS
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EMPLOYEE & CUSTOMER TRAINING
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WHAT IF YOUR SALES TEAM HAD NEW SALES TRAINING PROGRAMS AND NEW PRODUCT LAUNCH INFORMATION AUTOMATICALLY DOWNLOADED TO IPODS?

CUSTOMER CARE
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TAKING THE LOAD OFF OF CUSTOMER CARE VIA UNPAID ARMIES

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ROUTING SITE COMMENTS TO CUSTOMER CARE

STILL SKEPTICAL?
Many baby boomers are skeptical of the efficacy of social efforts because we were trained to be guarded—and proper—in our business dealings.
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PHOTO: FLICKR.COM/PHOTOS/YUGENRO

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BOOMERS
All about propriety. We were trained in formalities, taught to never offend. Oversharing is “weak.” Guarded = safe. And your suit & tie is a sign of trustworthiness.
GENS X&Y
All about affinity. Formalities are ignored, sharing means being found, and they grew up with Google. Your suit & tie = untrustworthy.
2010THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE
PHOTO: FLICKR.COM/PHOTOS/KATINALYNN

This can feel like an “add-on” for overworked marketers. But consider the designers who refused to convert to Mac. The CFOs who asked why we needed internet email. The marketers who balked at hiring programmers. Think substitution, not addition. Marketing energy vs. spend.
“BUT I DON’T HAVE TIME FOR ONE MORE THING.”
Computer-based
graphic design, 1986
Email marketing, 1996
Web marketing, 1997
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OKAY, OKAY.SO HOW DO I FURTHER SOCIALIZE MY BUSINESS?
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SIX STEPS TO SOCIAL°1. STUDY2. LISTEN3. PUBLISH4. ENGAGE5. INFLUENCE6. ACTIVATE
Most people just Publish, with maybe a little bit of Study. Rethink your approach based on six increasingly powerful levels of market engagement.
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APRIL 20094,487 GURUS
DECEMBER 200916,000 GURUS
BL OCHMAN, DEC 2009
A year ago, 4500 people had the audacity to call themselves social media gurus. Then Oprah got on Twitter. Now we have more. I’d recommend ignoring these folks.

STUDY
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MASHABLE.COM
CASESTUDIESONLINE.COM
SOCIALMEDIAGOVERNANCE.COM
WOMMA.ORG
FORRESTER MARKETING SUMMIT
@KDPAINE
@JOWYANG
@ARMANO
@AMBERCADABRA

LISTEN
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NOW THAT WE UNDERSTAND THE RISKS AND REWARDS, WHAT SHOULD WE LISTEN FOR?
RAPID RESPONSE TO PR CRISES, SALES OPPORTUNITIES
DETERMINE SENTIMENT, MOTIVE, ASSOCIATED TOPICS, SHARE OF VOICE
CORRECT MISPERCEPTIONS
IDENTIFY BRAND CHAMPIONS

PERCENTAGE OF COMPANIES THATHAVE IMPLEMENTED SOCIAL MONITORING PLATFORMS54%
PERCENTAGE THAT HAVE NO IDEA
46%
Ahem…during the Worst Recession of our Lives?
E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 2009
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LOOKBOOK.NU
Your customers want to co-create & co-market. Listen to find them. Then, guide them.
LEVERAGE CO-CREATION
OPPORTUNITIES

FREEBIES
Limited data, limited insights
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GOOGLE ALERTS
SAMEPOINT
SOCIALMENTION
BLOGPULSE
TECHNORATI
FILTRBOX
YACKTRACK
TWITTER SEARCH
TWENDZ

PAID TOOLS
SAS SMA
CYMFONY
VISIBLE TECHNOLOGIES
RADIAN6
SYSOMOS
SCOUTLABS
MOTIVEQUEST
LIFT9
Deeper data samples; better results; partnerships with Google, Facebook; rich media & comments; multiple languages
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SCOUTLABS

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SCOUTLABS

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SCOUTLABS

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Do you know what consumers are saying about you on trusted networks?

PUBLISH
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NOW THAT WE CAN HEAR OUR MARKET, WHAT SHOULD WE PUBLISH?
TIME-RESPECTFUL CONTENT, HIGHLY TAGGED AND EASILY CONSUMED
THOUGHT LEADERSHIP
PROOF POINTS
HOW-TOS AND GUIDES

ENGAGE
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NOW THAT WE’RE PUBLISHING, HOW DO WE INTERACT?
CREATE ENGAGEMENT GUARDRAILS & GOVERNANCE
CREATE OPPORTUNITIES TO INTERACT WITH THE CONTENT
HEAR & RESPOND

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YOU CAN’T JOIN A CONVERSATION ABOUT YOUR OFFERING WITHOUT AN ENTRY POINT.

INFLUENCE
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NOW THAT WE’RE INTERACTING, HOW CAN WE CREATE INFLUENCE?
HOW CAN WE ENABLE LIKING, FANNING, AND FORWARDING?
HOW CAN WE IDENTIFY THOSE WITH THE GREATEST INFLUENCE AND ENGAGE THEM?

ACTIVATION
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HOW CAN OUR INFLUENCE INSPIRE ACTION?
WHAT BRAND OR PRODUCT ADVOCACY HAVE WE GENERATED?
HOW DO THOSE ACTIONS AMPLIFY OUR VALUE?

SUMMARY POINTS
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FIND WAYS TO INTERNALIZE CUSTOMER ENGAGEMENT
FISH WHERE THE FISH ARE
FOCUS ON MARKETING ENERGY, NOT MARKETING SPEND

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WHEN CONTENT IS ENGAGING, IT CAN BE SHARED, TRUSTED AND CREATE INFLUENCE
RESPECT TIME STARVATION
GIVE YOURSELF TIME
TRUST DRIVES TRANSACTIONS, REPUTATION DRIVES REVENUE

Slideshare.net/weave

@weave
@TRIBALDDBVAN
@RADARDDB

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PHOTO: FLICKR.COM/PHOTOS/GUERITO
QUESTIONS?

THANK YOU.

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DDB is the world’s largest advertising agency by revenue, WITH 200 OFFICES IN 90 COUNTRIES.
TRIBAL DDB is the AWARD-WINNING digital division of DDB, with 56 offices and 1200 employees worldwide.
RADAR is OUR SOCIAL BUSINESS PRODUCT OFFERING. OUR 20-PERSON RADAR DDB TEAM IN VANCOUVER CREATES AWARD-WINNING SOCIAL PROGRAMS FOR NUMEROUS ORGANIZATIONS.

FOR COUNSEL ON HOW TO SOCIALIZE YOUR ENTERPRISE, CONTACT ERIC WEAVER AT +1 310 494 6492.
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The Socially Powered Enterprise (for #SM201)

by Eric Weaver

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