Louisville IABC - Operationalizing Social Business

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Two social business implementation case studies in Fortune 500 enterprise companies with Edelman social media methods and trends.

Two social business implementation case studies in Fortune 500 enterprise companies with Edelman social media methods and trends.

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  • CiceroPrinciple
  • 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
  • Shift from Shareholder to Stakeholder

Transcript

  • 1. Operationalizing Social Business
    September 13, 2011
    Zena Weist | @zenaweist
    #iabc-lda
  • 2. CASE STUDIES, METHODS
    & TRENDS
    2
    #iabc-lda
  • 3. EMBARQ – Test and Learn, Parallel Pathing
    Servicing 3.5M HHs across 18 states
    • Home Phone, Local and Long Distance
    • 4. High-Speed Internet
    • 5. Satellite TV from DISH Network
    • 6. Home Computer & Technical Support
    3
    #iabc-lda
  • 7. LISTENING
    In the beginning…
    Google Alerts (Yahoo)
    Google Blog searches
    BlogPulse
    DSLReports.com
    Technorati
    Added…
    Collective Intellect
    All of the above
    Addictomatic
    Landed on…
    Radian6
    All of the above
    #iabc-lda
  • 8. Social Media RoadMap
    Corporate Social Media Mission:
    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”.
    November 17, 2007
    5
    #iabc-lda
  • 9. Delivering on our Practical Ingenuity brand promise, we will leverage social media
    with the following strategies:
    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.
    SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers.
    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.
    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.
    5) MEASURE: Use media appropriate metrics to evaluate performance against best-in-class examples.
    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.
    6
    #iabc-lda
  • 10. “If you wish to persuade me,
    you must think my thoughts, feel my feelings,
    and speak my words.”
    7
    #iabc-lda
  • 11. TyING SOCIAL INTO BUSINESS METRICS
    Engaging in online conversations to improve:
    Customer Experience,
    Brand Perception &
    Employee Morale
    4Q07
    1Q08
    2-3Q08
    8
    #iabc-lda
  • 12. BRAND MARKETING OBJECTIVES
    Build brand awareness
    Create a presence in an online community where customers & prospects are already engaged
    • Go where our target is - bring our brand to them
    • 13. Promote customer and prospect engagement and interactivity
    • 14. Expand positive sentiment built through online customer outreach
    9
  • 15. TECHNOLOGY VIDEOS ON youtube prompt action
    67%Have taken action as result of seeing technology or electronics-related content on YouTube.
    47% Gathered more information about a product or service
    34% Considered buying a technology product or service
    27% Thought more favorably toward a product, brand or service
    21% Told someone about a product or service
    13% Bought a technology or electronics-related product or service
    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?
    10
    #iabc-lda
  • 16. Commitment to ENGAGEMENT with CONTENT STRATEGY
    Program Spike | Constant Contact
    • Short-term: Contest (HSI focus)
    • 17. Long-term: How-to Videos
    • 18. Top 10 Customer Service issues (Call Centers, Online Listening)
    • 19. Continue to listen, interact, resolve
    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.
    #iabc-lda
  • 20. PAGE 12
    OBJECTIVES SYNC WITH brand promise
    Channel Objectives
    • Build brand awareness through engagement
    • 21. Increase EMBARQ core services awareness
    • 22. Leverage and support EQ online initiatives
    Contest Objectives
    • Drive traffic to the channel
    • 23. Engage customers and prospects with the brand
    • 24. Build EQ HSI awareness and preference
  • Buzz – Integrated Online Media Campaign/Comm Plan
  • 25. PAGE 14
    Positive Sentiment
    #iabc-lda
    PAGE 14
  • 26. Below Average
    Average
    Above Average
    Excellent
    Aided Brand Awareness
    Online Ad Awareness
    Message Association
    Brand Favorability
    Sign-Up/Switch Intent^
    Recommend Intent^
    Compared to other online programs, we kicked it!
    AdIndex Score: Normative Benchmarking of Brand Metric Deltas*
    Avg Delta
    4.1
    4.5
    3.1
    2.3
    0.6
    0.6
    Percentile Ranking of Delta ()
    ^ NOTE: Metrics benchmarked against Purchase Intent norms
    * MarketNorms Q3/08 (Category: Telecommunications - Other, Last 3 years Baseline Unadjusted,
    N=43 campaigns)
    #iabc-lda
  • 27. Eight Week Metrics
    Channel
    • Total video views: >500,000
    • 28. Subscribers: 648
    • 29. Comments: 148
    • 30. Orders: ~3000
    Contest
    • Contest Videos Submitted: 281
    • 31. Votes: 15,500
    • 32. Contest: 4200 hrs spent with brand
    • 33. More video contest submissions than Kmart national campaign (w/ a higher media spend)
    How-to Videos
    • Hours spent with brand ~11,900hrs
    • 34. Average rating 3.87 stars
    • 35. HSI reduction in call volume/time
    #iabc-lda
  • 36. H&R Block – Established online Brand, Back-to-the-basics
    Prepare 1 in 7 US Tax Returns
    • Prepared more than 24 million tax returns worldwide in 2010
    • 37. 11,000 Offices – within 5 miles of most Americans
    • 38. Over 100,000 Employees
    • 39. Have prepared more than 50 million digital tax returns since ‘94
    #iabc-lda
  • 40. Revolving Hub & Spoke Model
    CS
    HR
    Legal
    Product
    IT
    Social Media
    Team
    Field
    R&D
    Com
    Marketing
    #iabc-lda
  • 41. “HAVE TWO BIG EARS, ONE SMALL MOUTH”
    19
    #iabc-lda
  • 42. Pilot – Engagement: Customer Service, Content & 100,000 fans
    Our business and our job is about helping people
    • Listening audit
    • 43. 2:1
    • 44. 2 Big ears, 1 brand voice
    • 45. Listen, Respond, Resolve, Share
    #iabc-lda
  • 46. Social Media Team Focus
    1:1 Conversation with Focus on Expertise
    GIR Community (Pilot Management)
    Influencer Engagement (Blogger outreach, social site conversation)
    Brand Reputation Management
    Monitoring Online Conversation
    Crisis Management Lead for Social Media
    Partnering with CSO Online Response team for online CIR
    Social Media team leads online brand response
    Weekly reports in season
    Ad hoc reporting as deemed necessary
    24/7 365 Content Strategy
    Lead HRB online content strategy
    Expert tax content, Marketing messaging, Brand communications
    Social Subject Matter Experts (Assist with Strategy/Tactics)
    Online Communication Policy (FTC Compliant)
    Marketing (National & Field)
    HR, Legal, Compliance, Ethics
    Product & Client Experience, Innovation
    #iabc-lda
  • 47. Sit at the big kids’ table – Key performance indicators
    Client Resolution Metrics
    Saves
    Resolved Issues (Service Level Agreement)
    Customer Service Survey (measured as a channel)
    Cost Avoidance
    Call deflection through Listening (script for Call Centers)
    First Contact Resolution, Reduction in Call Time
    Revenue
    Retail Office: Appointments Made/online
    H&R Block At Home Digital Software: Units Sold/online
    Social Media Metrics
    Followers, Mentions, RTs, Sentiment, Reach, Likes, Community members
    #iabc-lda
  • 48. Response process
    David Armano, Edelman 2010. Repurposed with permission by H&R Block.
    slidesha.re/blockresponse
  • 49. Listen, respond, resolve
    • 1:1
    • 50. Client Issue Resolution
    • 51. Listen, Respond, Resolve, Share
    • 52. Call Center Scripting Goes 140-friendly
    • 53. Early Warning System
    • 54. Shout-outs & Shares
    #iabc-lda
  • 55. #iabc-lda
  • 56. “Increase the number and frequency of high-quality touch
    points with your customers, and you stand a better chance of
    being top-of-mind when it’s their time to buy.”
    26
    #iabc-lda
  • 57. Engage Through expert advice
    • 1:1
    • 58. Get It Right Community with a focus on expert-to-peer Q&A
    More than 4.6 million people have visited the community, viewing 13.1 million pagesand asking over 157,000 unique tax-related questions.
    #iabc-lda
  • 59. Engage Through Sharing, build trust
    1:Many
    Get It Right Community Blog
    Facebook
    Twitter
    YouTube
    1:3
    Content
    #iabc-lda
  • 60. #time140 Shout-out
    #iabc-lda
  • 61. The straight up on @kidfury
    #iabc-lda
  • 62. Methods & TRENDS
    31
  • 63. “GOOD MARKETERS TELL A STORY”
    32
    #iabc-lda
  • 64. “GREAT MARKETERS TELL A TRANSMEDIA STORY”
    33
    #iabc-lda
  • 65. TRANSMEDIA STORYTELLING
    34
  • 66. Social content optimization
    bit.ly/edelsco
  • 67. 2010 Edelman Trust Barometer Highlights
    bit.ly/edeltrust11
  • 68. bit.ly/pw81yk
  • 69. Zena Weist | @zenaweist
    38