Jake McKee, Ant's Eye View, Community Conference 2012

1,106 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,106
On SlideShare
0
From Embeds
0
Number of Embeds
160
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Jake McKee, Ant's Eye View, Community Conference 2012

  1. 1. paem baub ioN e C r d lP r gThe Practitioners Guide to theSocial Engagement JourneyJake McKee | communityguy.com | antseyeview.com
  2. 2. Ant’s Eye View: Who we areExperienced practitioners Our team includes social engagement leaders from:Ant’s Eye View is a strategicmanagement consulting firm thathelps recognizable brands transforminto enterprises that fully engage withtheir customers.Our practitioner heritage setsus apart.A platinum client list paem baub ioN e C r d lP r gFounded in 2009, our client list Our leadership team:now includes large, complexorganizations such as AT&T, Autodesk,Cisco, EMC, Google,Jack in the Box, KPMG, Microsoft, P&G,Scotiabank, Unilever, USAAand Wells Fargo. Sean O’Driscoll, CEO & co-founder Jake McKee, SVP & co-founder Dustin Johnson, SVP & Managing Director, Seattle Sean McDonald, SVP & Managing Director, Austin Todd Shimizu, SVP & Managing Director, Mountain View ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 2
  3. 3. Volunteers wanted ”Volunteers wanted for hazardous journey, small wages, bitter cold, long months of completedarkness, constant danger, paem baub ioN e C r d lP r gsafe return doubtful, honor and recognition in case of success.” Ernest Shackleton ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 3
  4. 4. paem baub ioN e C r d lP r g©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 4
  5. 5. Psst…Where is Pinterest?? paem baub ioN e C r d lP r g ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 5
  6. 6. The Social Engagement Journey“Becoming a fully engaged enterprise in today’s social world isn’t aboutcreating a “social media strategy.” It is a journey defined by stages of operational maturity, milestones, and ultimately, a destination. paem baub ioN e C r d lP r g The successful journey requirespractitioner experience, pragmatism – and perseverance. But the payoff is immense.” ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 6
  7. 7. Why’s this sopaembaub ioN e C r d lP r g important?
  8. 8. The modern consumer has changed 5 Truths from the modern consumer paem baub ioN e C r d lP r g 93%   88%   75%   44%   60%   Use  public  search   Suggest  that  social   Rate  websites   Expect  a   Will  use  support   engines  as  the   channels  are   as  important   smartphone  or   forums  and   ini1al  point  of   strong   primary  sources  of   tablet  to  be  their   technical    discussion   informa1on   influencers  during   informa1on  in  the   primary  device  for   groups  to  inform  the   discovery   the  decision   decision  making   business  use  in  3   purchase  decision   making  process   process   years   We must adapt our behaviors to align with those of our audienceSource: Forrester Reports, Forbes Insights, Google Insights ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 8
  9. 9. And so has the consumer’s journey You are here Consider Evaluate Bond THE LOYALTY LOOP paem baub ioN e C r d lP r g Advocate Enjoy BUY   In a digitally enabled world, the responsibility to delight customers spans organizations. ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 9
  10. 10. So what does this journeypaembaub ioN e C r d lP r glook like?And where’s the finaldestination?
  11. 11. The social engagement journeyStage 1 Stage 2 Stage 3 Stage 4 Stage 5Traditional Experimental Operational Measurable Fully engagedTraditional, Dabbling in social paem baub ioN e C r d lP r g Social engagement Social engagement Social engagementcommand and engagement occurs becomes more drives real business and customercontrol business but is disconnected embedded in results, with systems experience is part ofoperations using to business business operations. and tools fully the organization’sone-way operations. Internal training, optimized to DNA. Breakthroughcommunication to Fractured tools, channel alignment support confident business results –drive business silo’d efforts and and campaign and competent increased revenueoutcomes. disparate measures integration begin to employees and to and loyalty are reign. deliver tangible more fully harness realized. results. online relationships. ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 11
  12. 12. How the Journey guides social projectsStage 1 Stage 2 Stage 3 Stage 4 Stage 5 Challenges at stage 2 How Ant’s Eye View can help People and Limited understanding of existing social efforts and Landscape analysis, strategy definition, business plan, process no cohesive strategy for social engagement. implementation roadmap and executive overview. Readiness and Lack of understanding, policy and guidance forCaeub paN e bgm io r d lP r Scalable operating model definition, social media training employees to engage in social channels. playbook, training curriculum and execution. Technology Inconsistent customer experience in social channels, Connected presence framework and content model, tools and fractured tools internally. vendor identification and selection. innovation Business Conversation monitoring done in silos, metrics Listening 360 (powered by Radian6), measurement insights and tracked at the channel level (likes, followers). framework and dashboard creation. analytics Activation and Social media a bolt-on to existing campaigns, no Participatory marketing, influencer engagement program execution consistent engagement with brand advocates. definition and implementation. ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 12
  13. 13. The five focus areasPeople and Process: Align resources to business objectives Readiness and Education: Help ready the organization, througheducation, governance, and riskreduction, for the changes that social paem baub ioN e C r d lP r gengagement bringsChannels and Technology: Optimize customer touch points Insights and Analytics: Gain business insights from, and measurethe effectiveness of social engagementefforts Activation and Execution: Engage and activate the customer base ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 13
  14. 14. }Key tips to help accelerate your journey PEOPLE ACTIVATION AND AND PROCESS EXECUTION CHANNELS AND TECHNOLOGY paem baub ioN e C r d lP r g EDUCATION Stage 5 AND READINESS Fully INSIGHTS AND Engaged ANALYTICS ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 14
  15. 15. People and process Functions are disconnected – in silos. Owner of information controls who it’s shared with – there is no opt-in. Mavericks break through, but there are still no formal teams in place. PEOPLE AND paem baub ioN e C r d lP r g Empowered centralized team, run by a proven leader. Leaders are driving coordinated initiatives. PROCESS Central team still exists, but more work is being pushed to Business Units. Executives are bought in. Coordinated teams manage risk and fiduciary Deliver a strategy framework that details why and responsibilities. More efficient business operations. how to use social media as well as a operational roadmap that prioritizes the tactics to tackle first. ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 15
  16. 16. Education and readiness EDUCATION AND paem baub ioN e C r d lP r g READINESS Focus on developing, distributing and applying shared best practices across the entire enterprise. This will help inject social media into a normal course of business. ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 16
  17. 17. Channels and technology Marketing and customer support is only through traditional channels. Email is the primary mode of communication. Social tools are popping up based on function. Shared CHANNELS workspaces are created, but siloed. AND paem baub ioN e C r d lP r g Social tools are being deployed to meet specific businessTECHNOLOGY needs. Tools consolidation – editing to amplify efforts. Legacy tools are being replaced. Social tools are integrated with key workflows. Systems are optimized. Balance the needs of the business, resourcing realities, and Adoption and impact of social media tools is measurable. platform independence. Ensure the business can consistently meet its use case needs across a range of internal teams. ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 17
  18. 18. Insights and analytics Ambivalent to online conversations about the brand. Monitoring conversations in silos. INSIGHTS AND paem baub ioN e C r d lP r g Listening yields implication. Baseline framework for ANALYTICS metrics Map social media activity to business outcomes. This key in determining social engagement success. Make sure each activity is tied to a specific goal. ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 18
  19. 19. Activation and execution Campaigns and programs do not have a customer view. Limited social engagement in planning. Social tools are used for promotional purposes. One-way communication from the brand. paem baub ioN e C r d lP r g Social is now part of the planning process. Influencers are identified. ACTIVATION AND Impact of listening and engaging on social channels causes EXECUTION increase in share of conversation for the campaign. Breakthrough business results – increased revenue and loyalty. Start with an insight, not an idea. Businesses that win build relationships. Begin with advocates. ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 19
  20. 20. Your destination Business outcomes •  Increased speed – and relevancy – to market •  Engaged users spend more time participating with you •  Influencers drive revenue via reputation •  More efficient research, development, marketing & ops •  Differentiate on something other than cost •  Reduced financial risk, even in uncertain times paem baub ioN e C r d lP r g Organizational impactsStage 5 •  All employees have a 360° view of the customerFully engaged •  Customer and employee engagement is part of the company DNA •  Brand dashboard tied to revenue •  Attract and retain the best talent •  Senior execs lead with customer engagement •  Breakthrough business results - Increased awareness, revenue, loyalty, advocacy ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 20
  21. 21. Tips from practitioners1.  Start with a customer need2.  Look for early wins and set expectations3.  Real results lie “between the seams” paem baub ioN e C r d lP r g4.  Executive buy-in is key5.  Measure for impact6.  Success by 1000 papercuts ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 21
  22. 22. The journey has rewards paem baub ioN e C r d lP r g1000 men responded, and the menchosen were part of history. Honorand recognition were indeedachieved.Are you ready for youradventure? ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 22
  23. 23. Questions? Contact: jake@antseyeview.com @antseyeview www.communityguy.com paembaub ioN e C r d lP r g

×