Three strategic models for social business including the Social Engagement Journey, Relationship Progression and the Social Engagement Matrix. Can be used as either a diagnostic ("Where is our ...
Three strategic models for social business including the Social Engagement Journey, Relationship Progression and the Social Engagement Matrix. Can be used as either a diagnostic ("Where is our enterprise today?") or a roadmap ("Where does our enterprise want to go in the future?") in creating a social business strategy.
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 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
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
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
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
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
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
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
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
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
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
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
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
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
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.
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.
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.
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
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