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Operationalizing Social Business<br />September 13, 2011<br />Zena Weist  | @zenaweist<br />#iabc-lda<br />
CASE STUDIES, METHODS <br />& TRENDS<br />2<br />#iabc-lda<br />
EMBARQ – Test and Learn, Parallel Pathing<br />Servicing 3.5M HHs across 18 states <br /><ul><li>Home Phone, Local and Lon...
High-Speed Internet
Satellite TV from DISH Network
Home Computer & Technical  Support</li></ul>3<br />#iabc-lda<br />
LISTENING<br />In the beginning…<br />Google Alerts (Yahoo)<br />Google Blog searches<br />BlogPulse<br />DSLReports.com<b...
Social Media RoadMap<br />Corporate Social Media Mission:<br />Develop, implement and cultivate social media strategies wi...
Delivering on our Practical Ingenuity brand promise, we will leverage social media <br />with the following strategies:<br...
“If you wish to persuade me, <br />you must think my thoughts, feel my feelings, <br />and speak my words.”<br />7<br />#i...
TyING SOCIAL INTO BUSINESS METRICS <br />Engaging in online conversations  to improve: <br />Customer Experience, <br />Br...
BRAND MARKETING OBJECTIVES<br />Build brand awareness<br />Create a presence in an online community where customers & pros...
 Promote customer and prospect engagement and interactivity
 Expand positive sentiment built through online customer outreach</li></ul>9<br />
TECHNOLOGY VIDEOS ON youtube prompt action<br />67%Have taken action as result of seeing technology or electronics-related...
Commitment to ENGAGEMENT with CONTENT STRATEGY<br />Program Spike | Constant Contact <br /><ul><li>Short-term: Contest (HS...
Long-term: How-to Videos
Top 10 Customer Service issues (Call Centers, Online Listening)
Continue to listen, interact, resolve</li></ul>This is not a campaign, this channel is a strong extension of our brand pro...
PAGE 12<br />OBJECTIVES SYNC WITH brand promise<br />Channel Objectives<br /><ul><li>Build brand awareness through engagement
Increase EMBARQ core services awareness
Leverage and support EQ online initiatives</li></ul>Contest Objectives<br /><ul><li>Drive traffic to the channel
Engage customers and prospects with the brand
Build EQ HSI awareness and preference</li></li></ul><li>Buzz – Integrated Online Media Campaign/Comm Plan<br />
PAGE 14<br />Positive Sentiment<br />#iabc-lda<br />PAGE 14<br />
Below Average<br />Average<br />Above Average<br />Excellent<br />Aided Brand Awareness<br />Online Ad Awareness<br />Mess...
Eight Week Metrics<br />Channel <br /><ul><li>Total video views: >500,000
Subscribers: 648
Comments: 148
Orders: ~3000</li></ul>Contest <br /><ul><li>Contest Videos Submitted: 281
Votes: 15,500
Contest: 4200 hrs spent with brand
More video contest submissions than Kmart national campaign (w/ a higher media spend)</li></ul>How-to Videos<br /><ul><li>...
Average rating 3.87 stars
HSI reduction in call volume/time</li></ul>#iabc-lda<br />
H&R Block – Established online Brand, Back-to-the-basics <br />Prepare 1 in 7 US Tax Returns <br /><ul><li>Prepared more t...
11,000 Offices – within 5 miles of most Americans
Over 100,000 Employees
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Emerging Media Summit

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Two large enterprise social business case studies, methods and trends.

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  • CiceroCicero Principle
  • What’s the business objectives that social media support
  • Brogan
  • Listening tool – DashboardOmniture, CSAT surveys, Online surveysAgain, what’s the business objectives that social media supports
  • Jason
  • Proof and commitment = trust. Give them reasons to switch and reco. Provide me expertise, Be my tax advocate, Stand behind me. The power of “we” = the us factor. We are part of the community providing content…
  • Educate Everyone- employees, Vendors, Partners (include social media policy in vendor contracts, etc)
  • SethGodin
  • SethGodin
  • SCO (Social Content Optimization), is a process Edelman Digital is presently refining based on our belief that search and social are intertwined.In our model, we first perform that initial search and social conversation audit to see what people are asking for or discussing but then compare the results to a company’s public digital assets such as videos, images and documents to see if they are properly aligned with the vernacular people use for search and easily shared between people socially.In short, a digital asset that is searchable AND sharable is more relevant. Theoretically, the net result looks something like a huge spider, spreading and maximizing the find-ability and share-ability of a client’s materials so they organically work much harder for you.
  • Shift from Shareholder to Stakeholder
  • Transcript of "Emerging Media Summit"

    1. 1. Operationalizing Social Business<br />September 13, 2011<br />Zena Weist | @zenaweist<br />#iabc-lda<br />
    2. 2. CASE STUDIES, METHODS <br />& TRENDS<br />2<br />#iabc-lda<br />
    3. 3. EMBARQ – Test and Learn, Parallel Pathing<br />Servicing 3.5M HHs across 18 states <br /><ul><li>Home Phone, Local and Long Distance
    4. 4. High-Speed Internet
    5. 5. Satellite TV from DISH Network
    6. 6. Home Computer & Technical Support</li></ul>3<br />#iabc-lda<br />
    7. 7. LISTENING<br />In the beginning…<br />Google Alerts (Yahoo)<br />Google Blog searches<br />BlogPulse<br />DSLReports.com<br />Technorati<br />Added…<br />Collective Intellect<br />All of the above<br />Addictomatic<br />Landed on…<br />Radian6<br />All of the above<br />#iabc-lda<br />
    8. 8. Social Media RoadMap<br />Corporate Social Media Mission:<br />Develop, implement and cultivate social media strategies with an evolving tool kit to enhance communications and brand perceptions among employees, customers, prospects, shareholders and the media – aka: “stakeholders”.<br />November 17, 2007<br />5<br />#iabc-lda<br />
    9. 9. Delivering on our Practical Ingenuity brand promise, we will leverage social media <br />with the following strategies:<br />EDUCATE: Train to create breadth and depth in our employee base to give them the tools and opportunity to actively engage in social and emerging media.<br />SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers.<br />3) INTEGRATE: Listen to and become part of conversations that are media agnostic and evergreen; ensure all marketing and communication strategies are interwoven to create consistent messaging.<br />4) RESEARCH: Invest in socmed-specific research to identify emerging trends, shifting EQ from followers to leaders; monitor brand perceptions to identify opportunities and gaps.<br />5) MEASURE: Use media appropriate metrics to evaluate performance against best-in-class examples. <br />6) INNOVATE & EXPERIENTAL: Utilize the socmed opportunity to evolve the brand into one that is dynamic, interactive and relevant; leverage opportunities via conversations to position the brand for future growth.<br />6<br />#iabc-lda<br />
    10. 10. “If you wish to persuade me, <br />you must think my thoughts, feel my feelings, <br />and speak my words.”<br />7<br />#iabc-lda<br />
    11. 11. TyING SOCIAL INTO BUSINESS METRICS <br />Engaging in online conversations to improve: <br />Customer Experience, <br />Brand Perception & <br />Employee Morale<br />4Q07<br />1Q08<br />2-3Q08<br />8<br />#iabc-lda<br />
    12. 12. BRAND MARKETING OBJECTIVES<br />Build brand awareness<br />Create a presence in an online community where customers & prospects are already engaged <br /><ul><li> Go where our target is - bring our brand to them
    13. 13. Promote customer and prospect engagement and interactivity
    14. 14. Expand positive sentiment built through online customer outreach</li></ul>9<br />
    15. 15. TECHNOLOGY VIDEOS ON youtube prompt action<br />67%Have taken action as result of seeing technology or electronics-related content on YouTube.<br />47% Gathered more information about a product or service<br />34% Considered buying a technology product or service<br />27% Thought more favorably toward a product, brand or service<br />21% Told someone about a product or service<br />13% Bought a technology or electronics-related product or service<br />2008 YouTube Engagement StudyBase: Past 6 Month YouTube Visitors Who Watch Technology or Electronics-Related Videos.Q: Which of these actions, if any, have you taken as a result of seeing a video about technology or electronics content (e.g., videos, user comments or reviews) on YouTube?<br />10<br />#iabc-lda<br />
    16. 16. Commitment to ENGAGEMENT with CONTENT STRATEGY<br />Program Spike | Constant Contact <br /><ul><li>Short-term: Contest (HSI focus)
    17. 17. Long-term: How-to Videos
    18. 18. Top 10 Customer Service issues (Call Centers, Online Listening)
    19. 19. Continue to listen, interact, resolve</li></ul>This is not a campaign, this channel is a strong extension of our brand promise – practical ingenuity. It’s a practical communication’s vehicle helping us build relationships, continue conversations, and form deeper ties in an innovative format.<br />#iabc-lda<br />
    20. 20. PAGE 12<br />OBJECTIVES SYNC WITH brand promise<br />Channel Objectives<br /><ul><li>Build brand awareness through engagement
    21. 21. Increase EMBARQ core services awareness
    22. 22. Leverage and support EQ online initiatives</li></ul>Contest Objectives<br /><ul><li>Drive traffic to the channel
    23. 23. Engage customers and prospects with the brand
    24. 24. Build EQ HSI awareness and preference</li></li></ul><li>Buzz – Integrated Online Media Campaign/Comm Plan<br />
    25. 25. PAGE 14<br />Positive Sentiment<br />#iabc-lda<br />PAGE 14<br />
    26. 26. Below Average<br />Average<br />Above Average<br />Excellent<br />Aided Brand Awareness<br />Online Ad Awareness<br />Message Association<br />Brand Favorability<br />Sign-Up/Switch Intent^<br />Recommend Intent^<br />Compared to other online programs, we kicked it!<br />AdIndex Score: Normative Benchmarking of Brand Metric Deltas* <br />Avg Delta<br />4.1<br />4.5<br />3.1<br />2.3<br />0.6<br />0.6<br />Percentile Ranking of Delta ()<br />^ NOTE: Metrics benchmarked against Purchase Intent norms<br />* MarketNorms Q3/08 (Category: Telecommunications - Other, Last 3 years Baseline Unadjusted, <br />N=43 campaigns)<br />#iabc-lda<br />
    27. 27. Eight Week Metrics<br />Channel <br /><ul><li>Total video views: >500,000
    28. 28. Subscribers: 648
    29. 29. Comments: 148
    30. 30. Orders: ~3000</li></ul>Contest <br /><ul><li>Contest Videos Submitted: 281
    31. 31. Votes: 15,500
    32. 32. Contest: 4200 hrs spent with brand
    33. 33. More video contest submissions than Kmart national campaign (w/ a higher media spend)</li></ul>How-to Videos<br /><ul><li>Hours spent with brand ~11,900hrs
    34. 34. Average rating 3.87 stars
    35. 35. HSI reduction in call volume/time</li></ul>#iabc-lda<br />
    36. 36. H&R Block – Established online Brand, Back-to-the-basics <br />Prepare 1 in 7 US Tax Returns <br /><ul><li>Prepared more than 24 million tax returns worldwide in 2010
    37. 37. 11,000 Offices – within 5 miles of most Americans
    38. 38. Over 100,000 Employees
    39. 39. Have prepared more than 50 million digital tax returns since ‘94</li></ul>#iabc-lda<br />
    40. 40. Revolving Hub & Spoke Model<br />CS<br />HR<br />Legal<br />Product<br />IT<br />Social Media <br />Team<br />Field<br />R&D<br />Com<br />Marketing<br />#iabc-lda<br />
    41. 41. “HAVE TWO BIG EARS, ONE SMALL MOUTH”<br />19<br />#iabc-lda<br />
    42. 42. Pilot – Engagement: Customer Service, Content & 100,000 fans<br />Our business and our job is about helping people<br /><ul><li>Listening audit
    43. 43. 2:1
    44. 44. 2 Big ears, 1 brand voice
    45. 45. Listen, Respond, Resolve, Share</li></ul>#iabc-lda<br />
    46. 46. Social Media Team Focus <br />1:1 Conversation with Focus on Expertise<br />GIR Community (Pilot Management)<br />Influencer Engagement (Blogger outreach, social site conversation)<br />Brand Reputation Management<br />Monitoring Online Conversation<br />Crisis Management Lead for Social Media<br />Partnering with CSO Online Response team for online CIR<br />Social Media team leads online brand response<br />Weekly reports in season<br />Ad hoc reporting as deemed necessary<br />24/7 365 Content Strategy<br />Lead HRB online content strategy<br />Expert tax content, Marketing messaging, Brand communications<br />Social Subject Matter Experts (Assist with Strategy/Tactics)<br />Online Communication Policy (FTC Compliant)<br />Marketing (National & Field)<br />HR, Legal, Compliance, Ethics<br />Product & Client Experience, Innovation<br />#iabc-lda<br />
    47. 47. Sit at the big kids’ table – Key performance indicators<br />Client Resolution Metrics<br />Saves<br />Resolved Issues (Service Level Agreement)<br />Customer Service Survey (measured as a channel)<br />Cost Avoidance<br />Call deflection through Listening (script for Call Centers)<br />First Contact Resolution, Reduction in Call Time<br />Revenue<br />Retail Office: Appointments Made/online<br />H&R Block At Home Digital Software: Units Sold/online<br />Social Media Metrics<br />Followers, Mentions, RTs, Sentiment, Reach, Likes, Community members<br />#iabc-lda<br />
    48. 48. Response process <br />David Armano, Edelman 2010. Repurposed with permission by H&R Block.<br />slidesha.re/blockresponse<br />
    49. 49. Listen, respond, resolve <br /><ul><li> 1:1
    50. 50. Client Issue Resolution
    51. 51. Listen, Respond, Resolve, Share
    52. 52. Call Center Scripting Goes 140-friendly
    53. 53. Early Warning System
    54. 54. Shout-outs & Shares</li></ul>#iabc-lda<br />
    55. 55. #iabc-lda<br />
    56. 56. “Increase the number and frequency of high-quality touch <br />points with your customers, and you stand a better chance of <br />being top-of-mind when it’s their time to buy.”<br />26<br />#iabc-lda<br />
    57. 57. Engage Through expert advice <br /><ul><li>1:1
    58. 58. Get It Right Community with a focus on expert-to-peer Q&A</li></ul>More than 4.6 million people have visited the community, viewing 13.1 million pagesand asking over 157,000 unique tax-related questions.<br />#iabc-lda<br />
    59. 59. Engage Through Sharing, build trust <br />1:Many <br />Get It Right Community Blog<br />Facebook<br />Twitter<br />YouTube<br />1:3<br />Content<br />#iabc-lda<br />
    60. 60. #time140 Shout-out <br />#iabc-lda<br />
    61. 61. The straight up on @kidfury<br />#iabc-lda<br />
    62. 62. Methods & TRENDS<br />31<br />
    63. 63. “GOOD MARKETERS TELL A STORY”<br />32<br />#iabc-lda<br />
    64. 64. “GREAT MARKETERS TELL A TRANSMEDIA STORY”<br />33<br />#iabc-lda<br />
    65. 65. TRANSMEDIA STORYTELLING<br />34<br />
    66. 66. Social content optimization<br />bit.ly/edelsco<br />
    67. 67. 2010 Edelman Trust Barometer Highlights <br />bit.ly/edeltrust11<br />
    68. 68. bit.ly/pw81yk<br />
    69. 69. Zena Weist | @zenaweist<br />38<br />
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