Social Business 2012

Social Business 2012The Social Engagement Journey, Relationships and the Social Engagement Matrix

Christopher Carfi (@ccarfi) VP, Social Business Strategy Ant’s Eye View ccarfi@antseyeview.com www.antseyeview.com www.socialcustomer.com twiBer.com/ccarfi facebook.com/ccarfi linkedin.com/in/ccarfi ccarfi.com

1 Social engagement journey2 Relationship progression3 Social engagement matrix

1 socialengagement journey Stage 5 Stage 4 Fully Engaged Stage 3 Measurable Social engagement Stage 2 Operational Social engagement and customer Stage 1 Experimental Social engagement drives real business experience is part of results, with systems the organization’s Traditional Dabbling in social becomes more DNA. Breakthrough embedded in and tools fullyTraditional, command engagement business results – business operations. optimized to supportand control business occurs but is increased revenue Internal training, conﬁdent andoperations using one- disconnected to and loyalty are channel alignment competentway communication business realized. and campaign employees and toto drive business operations. integration begin to more fully harnessoutcomes. Fractured tools, deliver tangible online relationships. silo’d eﬀorts and disparate measures results. reign. Source: Ant’s Eye View

1 social engagement journey HR Division C Division B Division A Product Marketing Stage 1 Stage 2 Stage 3 Source: Ant’s Eye ViewTraditional Experimental Operational Stage 4 Stage 5Measurable Fully Engaged

1 socialengagement journey Stage 5 Stage 4 Fully Engaged Stage 3 Measurable Social engagement Stage 2 Operational Social engagement and customer Stage 1 Experimental Social engagement drives real business experience is part of results, with systems the organization’s Traditional Dabbling in social becomes more DNA. Breakthrough embedded in and tools fullyTraditional, command engagement business results – business operations. optimized to supportand control business occurs but is increased revenue Internal training, conﬁdent andoperations using one- disconnected to and loyalty are channel alignment competentway communication business realized. and campaign employees and toto drive business operations. integration begin to more fully harnessoutcomes. Fractured tools, deliver tangible online relationships. silo’d eﬀorts and disparate measures results. reign. Source: Ant’s Eye View

2relationshipprogression Traditional Progression Action Intent Consideration Awareness Source: Ant’s Eye View Unaware

2relationshipprogression Relationship Progression Strong Tie Traditional Progression Building Action Intent Weak Tie Consideration Awareness Source: Ant’s Eye View Unaware

2relationshipprogression “The strength of a tie is a combination of the amount of time, the emotional intensity, the intimacy and the reciprocal services which characterize the tie.” - Granovetter, 1973

2relationshipprogression Relationship Progression Strong Tie Traditional Progression Building Action Intent Weak Tie Consideration Awareness Source: Ant’s Eye View Unaware

2relationshipprogression The traditional “funnel” is one-sided. Social relationships are two-sided.

2relationshipprogression Brand and Customer Association and Member Community Member and Community Member Cause and Supporter . . .

3 socialengagement matrix UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

3 socialengagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE STRONG TIE BUILDING WEAK TIE CUSTOMER POV AWARE UNAWARE Source: Ant’s Eye View

3 socialengagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE Advocates Advocates Advocates STRONG TIE Cult Identi ed Acknowledged Rewarded Co-Creation Active Ad-hoc Programmatic Product BUILDING The Magic Box Listening Engagement Engagement In uence Likes and Reciprocal Preferential WEAK TIE Follows Social CRM Follows Treatment Sponsorships CUSTOMER POV Traditional Traditional Brand Perks AWARE Marketing CRM Acknowledged Programs VIP Treatment Brand Targeted Brand Follows Cool Hunters UNAWARE No Interaction Marketing Customer Ampli es and Acolytes Customer Source: Ant’s Eye View

1 Social engagement journey2 Relationship progression3 Social engagement matrix

What to do next?

What to do next? Stage 5 Stage 4 Fully Engaged Stage 3 Measurable Social engagement Stage 2 Operational Social engagement and customerStage 1 Experimental Social engagement drives real business experience is part of results, with systems the organization’sTraditional Dabbling in social becomes more DNA. Breakthrough embedded in and tools fullyTraditional, command engagement business results – business operations. optimized to supportand control business occurs but is increased revenue Internal training, conﬁdent andoperations using one- disconnected to and loyalty are channel alignment competentway communication business realized. and campaign employees and toto drive business operations. integration begin to more fully harnessoutcomes. Fractured tools, deliver tangible online relationships. silo’d eﬀorts and disparate measures results. reign.

Thank you!

Christopher Carfi (@ccarfi) VP, Social Business Strategy Ant’s Eye View ccarfi@antseyeview.com www.antseyeview.com www.socialcustomer.com twiBer.com/ccarfi facebook.com/ccarfi linkedin.com/in/ccarfi ccarfi.com

http://www.socialcustomer.com	3299
http://www.toprankblog.com	1176
http://www.scoop.it	798
http://www.britopian.com	783
http://feeds.feedburner.com	396
http://kaithrun.de	271
http://avijoseph.posterous.com	258
http://www.socialfish.org	196
http://michaelbatistich.com	168
http://lonewolflibrarian.wordpress.com	145
http://berardolivier-time2change2.blogspot.com	121
http://paper.li	107
http://jeffesposito.com	79
http://megdotemail.blogspot.com	78
http://www.megdotemail.blogspot.com	48
http://www.fbiframes.com	41
http://www.webprobusiness.com	18
http://crosspollinationmedia.com	17
http://edwinres.tumblr.com	14
http://flavors.me	12
http://dev.britopian.com	11
http://www.frontlinemarketingsystems.com	11
http://a0.twimg.com	11
http://translate.googleusercontent.com	10
http://www.twylah.com	9
http://www.library.ceu.hu	8
http://us-w1.rockmelt.com	8
http://www.netvibes.com	6
https://www.ibm.com	6
http://www.ozzee.com	5
http://storify.com	5
http://www.hanrss.com	5
http://avijoseph.wordpress.com	5
http://blog.onlinemarketingconnect.com	4
http://seomagpie.com	4
http://internetwebsitedesign.biz	4
http://internetmarketing.collected.info	4
http://knowledgehubnetworks.com	4
http://dashboard.bloglines.com	4
http://feeds2.feedburner.com	3
http://www.xigaware.com	3
http://mail.threewventures.com	3
http://www.social-webnet.com	3
http://alexanderchalkidis.com	2
http://webcache.googleusercontent.com	2
http://avijoseph.tumblr.com	2
http://marketerblog.com	2
http://core.traackr.com	2
http://search.secrets.news.cybervillage.biz	2
http://www.marketerblog.com	1
http://tweetree.com	1

Social Business 2012

by Christopher Carfi on Nov 29, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

70 Embeds 8,194

Statistics

Social Business 2012 — Presentation Transcript