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H2o Recycle



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  • Personal anecdotes here, audience weigh in to make leap to business application; identify areas of barrier to taking this back and implementing
  • Importance of ambient awareness with interaction with campaign…
  • Hyper Segmentation – location, past donations, issues of interest; the ask vs. the nudge (less stress activity to get involved – call one person, watch a video, small donation)
  • Connections to resources and important people; ownership of election; regular people can impact positive change; election results
  • This is why people fail – this is a cycle not a build it and its done process; focus on intersection of the customer need and organization’s willing action
  • What was the employee barrier? Culture of top down; location spread out; lacked big team feel; first external leader – all others were “farm grown”When: December of 2006How it started – part of first 100 days campaign for new CEO
  • Different levels of user interaction (create, comment, consume); emphasis on customer need; ownership in company; fulfills brand promise
  • User interaction; categories that correspond to Starbucks innovation areas; digg type interaction with ideas
  • What do we do with the information? Offline action
  • Key components – personal; directing to other resources/people; face to an account
  • Existing tool because that’s where the conversation is; changes opinion about telecomm companies; if you’re going to be there for customer support you better be there doing customer support on and offline
  • Consume, collect/share, create (and inherently comment)
  • Online action (on their blog) = online action otherwise
  • Differences in audience dictate different campaign


  • 1. Don’t Waste Time Online – Strategy First
    Business First Social Media Summer Camp
  • 2. Setting the Tone
    What makes it noise vs. helpful communication?
    What bothers you about information you receive in the mail, email and online for social networks?
    What inspires interaction?
    What barriers do you see to implementing a strategy at your organization?
  • 3.
  • 4.
  • 5.
  • 6.
  • 7. Key Elements
    Solution meets audiences needs
    Hyper Segmentation
    Online Activity = Offline Action
    A Burning Platform
    Account = success
  • 8. My BO – Wrap Up
    What was the value for the customer?
    What was the visible measurement?
    The Numbers
    2 million profiles
    35,000 volunteer groups
    400,000 blog posts
    200,000 offline events
    13 million email addresses
    $639 million raised (67% online)
    Millions of SM connections
  • 9. Social Media Strategy
    Research and Planning
    Need (customer/business)
    Current Conversation
    Identification of actions willing to take (internal culture)
    Resources (content, people, $$)
    Build channel/customize channel
    Communication (and integration)
    Evaluation – Measure and Adjust
  • 10.
  • 11.
  • 12. Key Elements
    Identification of barriers
    Stock price/performance slide
    Online action = offline action
    Gradual build
  • 13. BE3 Blog Wrap Up
    What was the value for the employee?
    What was the visible measurement?
  • 14. A New Channel
  • 15.
  • 16.
  • 17. Using Social Media for Innovation - Starbucks
    New Channel (not an existing tool)
    Allows for multiple user interaction types
    Fills a need
    Creates ownership from customer
    Fulfills on the brand promise (online/offline)
  • 18. MyStarbucks Wrap Up
    What was the value for the customer?
    What was the visible measurement?
  • 19. Audience
    Where do get their information?
    User Behaviors
  • 20.
  • 21. Using Social Media for Customer Service - Comcast
    Existing Tool
    Fills a need
    Creates ownership from customer
    Fulfills on the brand promise (online/offline)
  • 22. Comcast Cares Wrap Up
    What was the value for the customer?
    What was the visible measurement?
  • 23. What do you do with the info on a Macro level
    LISTEN and take notes
    Your Piece of the Pie
    What is being said
    How does it compare to others in your space
    Frequency & Tone
    A vs. B
  • 24.
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  • 29.
  • 30. Using Social Media to Build Expertise/Product Use – A List Apart
    Key Elements – A List Apart
    Quality content, not sales info or self-promotion
    Crowd-sourcing of content
    Multiple ways to interact
    Key Elements – Juicy Juice
    Multiple ways to interact (watch, games, puzzles) all based on education
    Ability to share
    Convergence (TV, YouTube, Web)
    Incentive/Fills a Need
    Multiple ways to interact
  • 31. A List Apart and Juicy Juice Wrap Up
    What was the value for the employee?
    What was the visible measurement?
  • 32. Make it happen:
    Find the need
    How can you help?
    What are you willing to do online and offline?
    Identifying the right tool
    Listen – Participate - Facilitate
    Identify influencers
  • 33. Measurement
    Not HITS
    Behavior Change
    Known expertise
  • 34. What Does it Really Take?
    Culture – Authenticity
    Willingness to fail first
    Clear understanding
    Purpose for campaign
    Tied to business goals
    Value you can add
  • 35. Connect post-event:
    Jamie Timm