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Cisco innovation day no_1_2
Cisco innovation day no_1_2
Cisco innovation day no_1_2
Cisco innovation day no_1_2
Cisco innovation day no_1_2
Cisco innovation day no_1_2
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Cisco innovation day no_1_2

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  • Three team members share about a site (engagement program) which they reviewed3 x 3:00PROMPT THEM FOR:WHAT IT WASWHY THEY PICKED ITWHAT WAS BUSINESS IMPACT
  • Three team members share about a site (engagement program) which they reviewed3 x 3:00PROMPT THEM FOR:WHAT IT WASWHY THEY PICKED ITWHAT WAS BUSINESS IMPACT
  • With all that said.. Lets start with a simple question.. What is content?Anyone? Yes. It is all of these things.
  • Lets keep it going.. We just saw we have lots of types of content and formats. So what channels are you planning and creating for?Anyone.. How about social, mobile, tv, Print We have witnessed a proliferation of places where consumers are interacting with brands..
  • As if hundreds of content types and dozens of channels are not enough.. We now have to take into consideration” how people are consuming it? Last audience question.. Beyond the browser how else are people consuming content?
  • GPS enabled devices give us yet another dimension for planning content.. And this AR image for John since I know how much he loves AR>. Seriously though. Location based content can deliver extremely high levels of relevance.
  • So what all that leads us to is that we must develop content strategies that span across all aspects of the marketing mix.What this means for us as planners is that we should think about ways to separate content from presentation to enable content to quickly be re-purposed in other context. Think about making your content as a service that can be requested.. An API if you will
  • With channels and devices growing at such a fast pace is makes measuring consumption difficult which makes optimization even more difficult.This means you will likley spend a lot of time grabbing data from a variety of reporting source that gets dumped into one spreadsheet for synthesis.
  • This continually shifting landscape requires a clear strategy to align content with consumer expecations regardless of the channel or device..
  • Ok.. So now that I have set up some of the macro level challenges. I have built a blueprint for developing a content strategy and have been testing on ACC’s PMIP campaign as we look to optimize the digital strategy. I want to emphasize the word blueprint. This is merely a sketch of how something might look. As I go thru the steps the ACC team has gone thru over the last couple of months I ask that you identify gaps or things that just simply don’t make sense and at the end we will have a disucssion..
  • Lets start with a simple definition of what content strategy is.. Content Strategy is an actionable plan for creating, managing & optimizing content align consumer intent with business goals.. The important part of this statement is the alignment of what the consumer wants with what the business hopes to get in return..
  • In order for the business to get predictable results they must align to they consumers goals.. Consumer intent modeling will inform all steps of a content strategy.For today’s discussion I have broken down content strategy into 4 steps. Learn: Are consumers goals and business goals aligning? Plan: Taking the insights & learning to create a blueprint for your contentCreate: Developing content that has a pupose? Is it informational, entertainment or a ultiltyOptimize: After assessing impact begin to optimize ads, content and experience..
  • Business GoalsUnderstand Customer intentAudience AnalysisPerson modelsCustomer Segmentation modelsCustomer goal completionUser GoalsContent metricsSEO Key Word AnalysisSIte search keywordsSubtopicContent inventoryCustomer Journey MapTouchpoint auditInteraction across channelsPerformance MeasurementEstablish BaselinesApply to conversation impact modelSet Goals
  • Now that we have learned how well we are aligning consumer intent with business goals and which content is the most valuable we can create a model that will allow us to scale across market segments. We have to formalize things likeHow will you manage your contentHow will you promote it.How will we keep the conversation goingWhats the experience you want to create
  • Content creation ActivityWeb ContentCalls to actionSite copyEMailVideoFlashAdvertisementsPress ReleasesSocial ContentTweetsBlogpostEngagement ApsGamesFacebookDeliverable
  • Review Key MetricsExperienceMulti Variate A/B testingKeywordsSubtopicDeliverableContent Optimization recommendations
  • Conversation Calendars are a system to plan and manage published content across social networks, providing new opportunities for engagement and compelling word-of-mouth through interactions with your brand online
  • Top Social Network CMS ProvidersPlatformsServices OfferedKey ApplicationBuddy MediaFacebook, TwitterFacebook Page management, Twitter management, applications build, metrics tracking, post moderation and syndicationReady to go tool for building and managing multiple Facebook Pages; sentiment tracking of comments and tweetsInvolverFacebook, Twitter & iPhone customizationFacebook Page management, Twitter contests, applications build, metrics tracking, post moderation and syndicationModeration and application management built directly into Facebook interfaceContext OptionalFacebookFacebook Page management, Twitter management, applications build, metrics tracking, post moderation and syndicationGreat team workflow: Specific keyword alerts, different levels of moderationVitrueFacebook and Twitter, YouTube in futureFacebook Page management, Twitter management, applications build, metrics tracking, post moderation and syndicationHelps build geo-targeted or special interest features into your Facebook page (e.g. have users enter their zipcode or favorite sports team to see custom content)
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  • Transcript

    1. The CMO’s Dilemma<br />Or How Do We Go Beyond a Token ‘Social’ Gesture<br />Cisco Innovation Day - Spring 2010<br />
    2. The CMO’s Dilemma<br />A Play in 3 Parts ><br />The 5 Barriers to Overcome<br />The 5 Steps to Social Media with Business Impact<br />
    3. The CMO’s Dilemma<br />><br />The 5 Barriers to Overcome<br />The 5 Steps to Social Media with Business Impact<br />
    4. The CMO’s Dilemma<br />The 5 Barriers to Overcome<br />><br />The 5 Steps to Social Media with Business Impact<br />
    5. No consensus on an evaluation model<br />100 posts in 7 Days<br />3M+fans<br />
    6. ‘Social’ currently planned as a channel or tactic<br />
    7. 90% of Facebook interaction<br />happens in the Wall <br />
    8. A campaign-based culture<br />
    9. No forum for “best practices”<br />
    10. Leadership goes to the biggest budget<br />Apologies to the Eat Out restaurant Awards 2009<br />Media<br />Advertising<br /> Leadership goes to the biggest budget<br />
    11. The 5 Barriers to Overcome<br />><br />A campaign-based culture<br />‘Social’ currently planned as a channel or tactic<br />No consensus on an evaluation model<br />No forum for “best practices”<br />Leadership goes to the biggest budget<br />
    12. What’s your dilemma?<br />
    13. Social IRM<br />Driving Influencers to “Care to Share” <br />Cisco Innovation Day - Spring 2010<br />
    14. China<br />><br />17% <br />said traditional media influences their final purchase decision of a consumer goods product<br />31%<br />said an online comment from a ‘stranger with experience’ would influence that decision<br />SOURCE: Millward Brown ACSR, Product Users Internet Usage, May 2009<br />
    15. United States<br />><br />5%<br />of U.S. moms trust traditional advertising<br />34-50%<br />trust online friends and ‘strangers with experience’<br />SOURCE: Digital Mom, Razorfish & Cafe Mom<br />
    16. European Union<br />><br />In the E.U., people trust family,friendsand ‘strangers with experience’ more than professional sources when seeking an opinion on a brand they plan to buy<br />SOURCE: Global Web Index<br />
    17. Social Media Engagement Framework<br />Active Listening<br />Marcom Insights, Rapid Response & Measurement <br />OWNED<br />EARNED<br />PAID<br />Social Grassroots/Brand Community<br />Cultivating a network of customers/advocates: community, CRM & reviews<br />Measurement<br />Integrated performance and ROI social media measurement<br />
    18. Influencers<br />
    19. Relationship of Social IRM to Social CRM<br />Advocacy<br />Sales<br />
    20. The New Theory of Influence<br />><br />Network Dispersion<br />Node + Network Model<br />Influencer Node<br />Based on: Duncan Watts, Roper Starch<br />
    21. What Drives Influence?<br />><br />Reciprocity<br />Consistency<br />Social Proof<br />If brands offer some value to influencers, they reciprocate<br />People want to remain consistent with a public commitment<br />If other women ‘like her’ use a product, she will try it<br />Liking<br />Authority<br />Scarcity<br />If other people ‘like her’ ask her to try a product, she will<br />Even ‘strangers with authority’ matter to us<br />Exclusive opportunities (product offers, events) drive action<br />Based on Robert Cialdini’s“Influence: Science & Practice” <br />
    22. Influence to Word of Mouth<br />><br />Almost every act an influencer can take online via social media results in some form of ‘word of mouth’<br />How can we spark ‘word of mouth’ around brands AND drive action?<br />
    23. 7 Drivers of Word of Mouth<br />><br />01. Do we have a good story?<br />02. Can people SHOW their involvement in a visible way?<br />03. Do we offer something new to talk about?<br />04. Do we let our supporters be creative?<br />05. Do we invite people to participate?<br />06. Do we offer them some value?<br />07. Do we remind people to spread the word?<br />
    24. LG: Blogger Co-creation & Engagement<br />Texting Dictionary Event<br />
    25. Introducing the first-ever SMS text-lingo translation tool, powered by mom bloggers<br />
    26. Influencers5 Steps to Finding and Engaging Influencers<br />Identify Influencers<br />Determine the “engagement value” <br />Segment for custom engagement<br />Best practice outreach<br />Social influencer relationship management (“Social IRM”)<br />
    27. InfluencersIdentify <br />Relevance<br />Influence<br />(Reach, Engagement, Social Graph, Frequency)<br />
    28. Assessing Influence: Blog Example<br />
    29. Social IRM: Influencer Maps<br />><br />
    30. Managing Influencers<br />
    31. product-launch community<br />
    32. product-launch community<br />
    33. Your POV<br />
    34. Content Activation<br />Making content move across the social web<br />Cisco Innovation Day - Spring 2010<br />
    35. What is Content ?<br />
    36. What channels do you create it for ?<br />
    37. How are people consuming it?<br />
    38. And now location based content creates new opportunities to increase relevance. <br />
    39. Think about content as a service to support the marketing mix. A content API if you will.<br />Publish to many<br />Social<br />Mobile<br />In store<br />.<br />Create Once<br />.com<br />Games<br />TV<br />Call center<br />
    40. While measuring across channels to optimize content & channel effectiveness.<br />Measure across channels<br />Publish Many<br />Social<br />Mobile<br />In store<br />.<br />Create Once<br />.com<br />Games<br />TV<br />Call center<br />
    41. The continually shifting landscape requires a clear strategy to align content with consumer expectations. <br />
    42. 4<br />Steps for creating a successful content strategy <br />
    43. What is a content strategy?<br />A actionable plan for creating, managing & optimizing content to align consumer intent with business objectives. <br />43<br />
    44. Consumer intent informs all steps of content strategy<br />Consumer Intent Modeling<br />Plan<br />Optimize<br />Learn<br />Create<br />
    45. Learn: Understand how intent and objectives align<br />
    46. Campaign is trying to reach people about plastics and fashion<br />
    47. Site content keyword density is all about plastic bags.<br />
    48. Campaign Goals & Key Metrics<br />
    49. We are doing a great job of reaching new visitors.<br />
    50. New visitors are not taking a step to learn more. <br />
    51. When consumer intent is to learn about fashion people take the step to learn more and participate. <br />
    52. Fashion content increase awareness<br />
    53. Increase awareness & trust thru influencers<br />
    54. Plan: Create a blueprint to maximize effectiveness<br />54<br />
    55. Every plan needs one of these.. <br />
    56. Promoting content with Facebook Ads & Twitter Contest <br />
    57. Create: What's the purpose of your content?<br />
    58. Optimize: Increase performance of digital media<br />
    59. How People Searching Related to Brand.<br />
    60. Keyword Optimization<br />
    61. Why is it Important – Universal Search !<br />
    62. What does this mean for Cisco<br /><ul><li>Create content that can easily be re-purposed across the marketing mix.
    63. Understand what your consumers are looking for and give them a direct path to find it.
    64. Develop content with a purpose. </li></li></ul><li>Conversation Management<br />Driving Influence Through Social Grassroots<br />Cisco Innovation Day - Spring 2010<br />
    65. New Consumer Telepresence from ….<br />
    66. V-Tech Toys<br /> V-Tech wanted to build a community of moms talking about how their kids learn - a community that provides insight about their customers and what they want <br /><ul><li>Increased social media share of voice from 20% to 70% versus competitor
    67. Launched Facebook Page with 10,000 fans in first 48 hours
    68. Average of 1,000 Facebook interactions per week</li></li></ul><li>Conversation Management<br />Social networks are changing how brands build enduring relationships with customers.<br />But it’s not enough to simply launch a Facebook page. To build successful relationships that drive real business impact, brands need to deliver two things…<br />
    69. Conversation Management<br />1<br />2<br />
    70. Conversation Management<br />Conversation Planning<br />There are three key steps in planning:<br />Guidelines: Create response scenarios for everyday and crisis situations, identify relevant contacts for questions, and develop community guidelines for each platform to be posted publicly.<br />Training: Indentify brand spokespeople for relevant community questions (customer service, communications team, etc.) and provide training and group structure for effective response.<br />Technology: Usea content management system to operationalize schedule responses across multiple platforms and brand presences<br />
    71. Conversation Management<br />Core Elements<br />
    72. Conversation Management<br />Conversation Calendars<br />Conversation Calendars are a system to plan and manage published content across social networks<br />
    73. Conversation Management<br />Conversation Calendars<br />Step 1: Six-Month Calendar<br />Brand campaigns, awareness months, planned launches (new applications, video series, summer-long promotion).<br />Step 2:Monthly Calendar<br />Remarkable Content that informs Everyday Engagement (offline events, traditional media highlights, and marketing campaigns).<br />Step 3:Weekly Calendar<br />Everyday Engagement from the Conversation Manager. <br />
    74. Conversation Management<br />Conversation Calendars<br />
    75. Conversation Management<br />Conversation Calendars<br />
    76. Conversation Management<br />Conversation Manager<br /><ul><li>Whether via Facebook or Twitter, Conversation Manager(s) are online everyday building engagement with the brand community
    77. They representthe brand within social networks, are immersed in the conversation trends, and participate in consumer discussions
    78. Each brand has it’s own unique voice and personality- Conversation Manager(s) maintain the brand voice at all times across platforms
    79. Conversation Manager(s) work with the brand, account teams, and fans to come up with new ideas and promote a steady cadence of new content and announcements
    80. Conversation Manager(s) come from the brand or from trained partners – with full transparency</li></li></ul><li>Conversation Management<br />Conversation Management Systems<br />What it is: One portal to post and edit content, monitor and respond to comments, and work across multiple Facebook Pages, Twitter handles, owned communities, Flickr, YouTube, etc.<br />Top benefits:<br /><ul><li>Scale over multiple platforms
    81. Effective management and publishing
    82. More “control” over the conversation
    83. Analytics for engagement</li></li></ul><li>Conversation Management<br />Conversation Management Systems<br />Example: Context Optional<br />Add keyword email alerts for posts/comments<br />Add new Facebook applications or content, each as a new custom tab<br />Reply, delete, like, or escalate comment to another user or by email<br />
    84. Conversation Management Systems<br />
    85. Victoria’s Secret PINK<br /> Victoria’s Secret used Facebook to recruit and organize a national network of college women as campus reps from their PINK line and drive to purchase with coupons and in-store events.<br /><ul><li>2.2 million Facebook fans
    86. 1 million members of Pink Nation advocacy community (launched 2010)
    87. Over 7,000 confirmed Facebook guests for recent in-store shopping event
    88. Average 3,000 confirmed Facebook guests for university campus events</li></li></ul><li> Tropicana<br /> Tropicana is using Facebook, Twitter, and blogger outreach to build a community of loyalists and help customers make the most of the Juicy Rewards program.<br /><ul><li>Reached 45,000 Facebook fans in first 3 months
    89. Average over 100 Facebook interactions weekly
    90. Created over 700 interactions on Twitter</li></li></ul><li>Case Studies<br /> Turbo Tax<br /> Turbo Tax built on-top of their Turbo Tax Live community to find new customers with tax questions and triage customer service issues where they were happening: Facebook and Twitter.<br /><ul><li>5 million YouTube videos viewed
    91. 10 million people helped at Turbo Tax Live Community
    92. Over 1,000 customers helped on Twitter
    93. TaxCaster refund predictor available on Live Community and Facebook</li></li></ul><li>Conversation Management<br />Benefits to Brands <br />Grows an engaged fan and follower-base for direct communication<br />Establishes an “owned” advocacy channel to stimulate grassroots word of mouth<br />Provides an integrated and efficient approach to managing brand social Web sites (e.g. Facebook, Twitter, brand.com, et al) for the biggest business impact<br />Trains and transforms the brand marcom team<br />Delivers measurable business results<br />
    94. The CMO’s Dilemma<br />Or How Do We Go Beyond a Token ‘Social’ Gesture<br />Cisco Innovation Day - Spring 2010<br />
    95. The CMO’s Dilemma<br />The 5 Barriers to Overcome<br />The 5 Steps to Social Media with Business Impact<br />><br />
    96. The 5 Barriers to Overcome<br />><br />A campaign-based culture<br />‘Social’ currently planned as a channel or tactic<br />No consensus on an evaluation model<br />No forum for “best practices”<br />Leadership goes to the biggest budget<br />
    97. Build consensus on a “pretty good” measurement model<br />
    98. Conversation Impact™New Measurement Model<br />}<br />Awareness<br />Reach<br />}<br />Evaluation<br />Preference<br />Engagement<br />}<br />Conversion<br />Action<br />Loyalty<br />
    99. Define Long and Short Term Goals<br />
    100. A Dual Approach to Social Media<br />><br />> High Influencers<br />> Peer Influencers<br />> Conversation Planning<br />> Conversation Managers<br />> Social Web Publishing<br />> Influencer Maps<br />> Social IRM Database<br />> Engagement Plans<br />
    101. Embrace a Social Media Engagement Framework<br />
    102. Social Media Engagement Framework<br />Active Listening<br />Marcom Insights, Rapid Response & Measurement <br />OWNED<br />EARNED<br />PAID<br />Social Grassroots/Brand Community<br />Cultivating a network of customers/advocates: community, CRM & reviews<br />Measurement<br />Integrated performance and ROI social media measurement<br />
    103. Establish a LearningOrganization<br />
    104. Social Media Black Belt<br />Social Media Red Belt<br />Social Media White Belt<br />Understand<br />Participate<br />Lead<br />Social Media Training<br />
    105. Define Your “Social Brand”<br />
    106. The 5 Steps to Social Media with Business Impact<br />><br />Define Long and Short Term Goals<br />Embrace a Social Media Engagement Framework<br />Build Consensus on a “Pretty Good” Measurement Model<br />Establish a Learning Organization<br />Define Your “Social Brand”<br />
    107. “We may be ahead of our competitors, but we’re most definitely behind consumers.” <br /> — Simon Clift (former) CMO of Unilever<br />
    108. Dirk Shaw<br />SVP/Digital Strategist| 360° Digital Influence | <br />Ogilvy<br />MOBILE+1 404.931.5173<br />EMAILdirk.shaw@ogilvypr.com<br />TWITTER@dirkmshaw<br />CONTACT<br />John H. Bell<br />Global Managing Director | 360° Digital Influence | Ogilvy<br />MOBILE+1 202.729.4166 <br />EMAILjohn.bell@ogilvypr.com<br />BLOGhttp://johnbell.typepad.com<br />TWITTER@jbell99<br />

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