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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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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.

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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 of "Louisville IABC - Operationalizing Social Business"

    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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