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Cisco innovation day no_1_2
 

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)
  • Please edit words

Cisco innovation day no_1_2 Cisco innovation day no_1_2 Presentation Transcript

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